Public service broadcasting now and in the future-audience attitudes: A critique

The title of the project is deliberate and clear. It states the projects purpose to understand the current state of public service broadcasting for the BBC as expressed by audience attitudes and feedback as well as projected changes and growth for public service broadcasters in the future. The executive summary at the start of the project is extremely detailed and provides a structured framework for what the reader can expect as the report unfolds. Between the executive summary and the introduction there is a large account of repetition in reporting. The report however does illustrate a detailed view of the research phases, including all the factors that were considered for sampling (Human Capital 2008:18)

The project (Human Capital 2008) also firmly keeps in mind the client the BBC in their reporting. The statement of the problem reads successfully in addressing the intention of the paper with public service broadcasting at the forefront and the BBC at consistent reference. The project (Human Capital 2008) lists its reasons for conducting the research categorically according the following headings; attitudes to public service broadcasting, delivery of public service broadcasting, attitudes to plurality and attitudes to sources of funding.

This project surveys audiences based on a research topic more so than a research question. The research topic is focused on the present and future state of public service broadcasting based on audience attitudes, delivery on public service broadcasting, attitudes to plurality and attitudes to sources of funding (Human Capital 2008). There is indeed more than one aspect that affects an audience’s attitude. From the onset the research analysed and interpreted data based on a broad spectrum, for instance participants without restriction talked about the role of broadcasting in their daily life. This was followed by the mission and distinctiveness of programming as well as different programming genres (Human Capital 2008: 23). Ultimately researchers uncovered the role of broadcasting according to three major roles “Broadcasting as a source of information, as a source of learning and as a source of entertainment” (Human Capital 2008:23). The research topic then analysed the delivery of public service broadcasting to the public (Human Capital 2008: 36). It was found that the BBC was thought of as an “authority figure” (Human Capital 2008:36) in public service broadcasting but was perceived in both a positive and negative light (Human Capital 2008:36).

Attitudes to plurality, perhaps one of the more research saturated categories in this project clearly states the leg work that was put in to gather data. The acknowledgment of the importance of plurality (Human Capital 2008:43) as well as alternatives such as scheduling and programming to achieve audience satisfaction (Human Capital 2008:48) were investigated. A minority of participants commented on the commercialisation of mainstream content and programming over public service broadcast stations (Human Capital 2008:55).

Which brings us to attitudes to sources of funding (Human Capital 2008:58). This chapter focuses mostly on the future of public service broadcasting. The ideas posed (Human Capital 2008:55) as possible options to source funding from the audience were not received in favour, with participants objecting to proposed increases and sources for funding. Some comments included “Taxes should be paying for better health and education

Female – Manchester” (Human Capital 2008:59). On the other hand another participant stated “Unaffected BBC is important to me. If you have extra stuff, you have to pay for it somehow. So a higher Licence Fee would be a way of collecting it somehow Female – Tiverton” (Human Capital 2008:60). Illustrating that there in an understanding for the need of funding but there exists retaliation from the audience who does not want to be liable for any monetary increases. This report is important to the field of media and communications as this is a sector that is still growing and is need of understanding therefore the findings in this report can be helpful. However, with a focus solely on the BBC this report limits its application to public broadcasters around the world for instance in developing countries where public broadcasters are still young in its emergence. Other limitations to the use of this report elsewhere is in countries where English is not the first language, resulting in these public service providers being unable to utilise the data generated as it is not applicable or relatable to their audiences. It is most likely that is report can be published in a minor journal or a conference paper that serves the interest of the sample set and institution at hand.

This report shows no evidence of prior research and is written to address the viewpoints of audience attitude as well as the interpretation of the results generated from the findings of the research conducted. There is no literature review component to this report.

The theoretical framework relies on quantitative data providing a comprehensive descriptive explanation as well as a scientific interpretation and representation of facts and figures.

The sampling of the report was fitting in its undertaking considering the time frame and budget awarded to Human Capital. The research comprised six deliberative workshops which were four hours long per session and a total of 126 participants were involved, this included participants from Carmarthen, Coventry, Edinburgh, London, Manchester and Tiverton over a month long period. Human capital (2008:3). A quantitative survey of 4,577 respondents was carried out in person and online with participants over 16 years of age (Human Capital 2008:6). Results of the report are presented by a range of tabulated data and graphs which clearly presented statistics and findings.

The concluding points are a summarisation of the research results for each heading and follows a chronological order in bullet point form. No new information is introduced and it does not state any recommendations for future research.

LIST OF SOURCES CONSULTED

Human Capital. 2008. Public service broadcasting now and in the future-audience attitudes. A report plus appendix by Human Capital. http://downloads.bbc.co.uk/aboutthebbc/future/pdf/now_future.pdf Accessed 4 August 2016. 

University of South Africa. Department of Communication Science. 2016. Media Research: Tutorial Letter 101/0/2016 for COM4802. Kwa Zulu Natal.

University of South Africa. Department of Communication Science. 2016. Honours Studies: Tutorial Letter 301/0/2016 for CMNHONE.Kwa Zulu Natal.

Research techniques and their FOCI and purpose

Research techniques that can be used to study media institutions and media audiences The study of media institutions and audiences are studied by Stokes (2003) and  Mytton (2007) respectively with some techniques over lapping each other. Research techniques used to study media institutions are largely quantitative. Stokes (2003) lists the following techniques as useful in the study and analysis of media institutions: Archive research- is the use of original data to carry out analysis on a research topic. (Stokes 2003:109) Archive reserves store hordes of information that help in understanding the history and background of a given topic. Archives these days can be found on the ground at locations such as libraries or public offices as well as online. The use of archive research particularly in the study of media institutions is beneficial in tracing the timeline, development and growth of media institutions such as newspapers, radio, television the internet and so on (Stokes 2003:110). Stokes (2003:113) outlines the stages in archive research as a methodological process from start to finish. Interviews- this technique uses people as its primary means to source information (Stokes 2003:114). Interviewing a candidate who is an expert on media institutions for example can provide valuable, resourceful information. Interview groups can be large or small depending on the scale of research and the institution being studied. An effective method to administer interviews as stated by Stokes (2003:117) is via e-mail as it is an efficient, time-saving method. Participant observation- This technique includes the observation of what goes on at an institution and allows a researcher to experience firsthand situations that other methods merely report about. Participant observation is usually carried out over several months. A barrier to entry however is that not many media institutions will allow access to a researcher to observe on goings as they unfold (Stokes 2003:122). To be fully equipped to handle participant observation a thorough understanding of the institution must be obtained. Permission from all levels must also be obtained in order to ensure that both the institution and researcher are protected at all times (Stokes 2003:123). Participant observation requires an active engagement with the environment and requires extensive note taking and capturing of the experiences. This will ensure that during the analysis phase, a true reflection of the industry is reported whilst minimising any room for error or mistakes (Stokes 2003:123). Oral history- uses the skills of interviewing to help a subject recall the past (Stokes 2003:124). Stokes (2003:125) advises that a researcher must be well prepared before embarking on oral history interviews. Mytton (2007) divides up research techniques to study media audiences into quantitative research methods and qualitative research methods. Quantitative research methods include: Sampling- Choosing a sample for media audiences requires an appropriate sample size that will best accesses the environment and eliminates the possibility of skewed results. When choosing a sample for accessing media audiences it is vital that the researcher recognise the target for the media they will be working with. This ensures reliability in the results (Mytton 2007:24). Mytton (2007:25) insists that the sample must remain free of bias and must be completely reliable. Other factors to consider about sampling include the cost of sampling, resources and time frame (Mytton 2007:44). Questionnaires- The first step in ensuring that the data generated from a questionnaire is reliable is to design a sound-proof questionnaire. “Asking questions is one of the crucial basic skills of all opinion and market research, including audience and media research” (Mytton 2007:46). Questionnaires surveying media audiences should incite descriptive answers. (Mytton 2007:47) writes that the type of questions that are asked to the audience and they way in which they are asked ultimately affect the results (Mytton 2007:48). According to Mytton (2007:56), there are various times of questions which can be put into nine broad categories. These categories are “open-ended or verbal questions, list questions, category questions, ranking questions, scale questions, quantity questions, grid questions, two choice questions and probing questions” (Mytton 2007:56). Questionnaires must also be administered with sensitivity and must not offend the audience or a participant. Pilot testing- This phase of the research process requires taking the questionnaire on the road, with a small test conducted amongst a small scale sample set. However the sample set must reflect varied types of respondents. Interviewing- One the pilot testing is successful, the interviewing process begins. During this phase it is vital that the interviewer maintain an ethical, professional code of conduct whilst ensuring they convey an approachable attitude to the media audiences in question. After the interviewing is complete, the questionnaires are collected and the data consolidates for analysis. Other techniques used to study media audiences as stated by Mytton (2007:88) include self completion dairies, television and radio audience meters, survey research and opinion and reaction. Qualitative research methods for media audiences include focus groups, interviews, participant observation, desk research, listeners’ viewers’ and readers’ letters, phone calls and other personal communication from the audience and readership research (Mytton 2007:125). These qualitative research methods deal with media audiences by “trying to discover or understand human attributes, attitudes or behaviour in a more exploratory or interpretative way” (Mytton 2007:125). The use of qualitative techniques adds a story to research conducted about media audiences and it is the ability of a researcher to be able to analyse and interpret the gathered data. Studying media audiences in particular requires a level of in depth connection  and interaction which is what methods such as focus groups, interviews, participant observation can capture. The different foci and purposes of the research techniques when studying media institutions as opposed to studying media audiences The focus of research techniques in the study of media institutions is focuses largely on data that generates figures and data in volumes. The research techniques as described by Stokes (2003) illustrate the variety of approaches that can be used on the study of media institutions each of which have the ability to be conducted independently from each other. The focus of research techniques regarding media audiences on the other hand follow a more linear approach in the way research is conducted. From the initial setting of the questionnaire to its administration.  The data gathered here is also focused on facts and interaction over figures. The focus of research techniques about media audiences is to understand behavioural and psychological influences on audiences. This emotional connection is a stark contrast to the research methods used for analysing media institutions, a sector that is largely profit driven and power hungry. With that being said, the study of both media institutions and media audiences coexist in the understanding of how media institutions can better equip themselves to address the needs of the media audience. A researchers understanding of both institutions and audiences in media and cultural studies has to be a compulsory requirement in their research.  LIST OF SOURCES CONSULTED Mytton, G. 2007. Handbook on radio and television audience research. (Web edition). Paris: UNICEF abd UNESCO. Stokes, J. 2003. How to do media and cultural studies research. London: Sage. University of South Africa. Department of Communication Science. 2016. Media Research: Tutorial Letter 101/0/2016 for COM4802. Kwa Zulu Natal. University of South Africa. Department of Communication Science. 2016. Honours Studies: Tutorial Letter 301/0/2016 for CMNHONE.Kwa Zulu Natal.

Studying media institutions and media audiences

The purpose of studying media institutions

Media institutions are either private or public entities that seek to create, distribute and spread media products to audiences through their chosen media channel/s. The study of media institutions aids the understanding of the competition that exists amongst media institutions and their fight to to dominate the public sphere. By studying media institutions such as companies or organisations (Stokes 2003:98) researchers are able to gauge the influence power and possibly control of the media houses, particularly those more mainstream and dominant in the industry.

Additionally media institutions are profit drive. They invest in the media as a commodity, by studying media institutions more closely one can analyse the influence and effect that that profit gains has on media products and audiences. Government has also been known to form part of and influence the media institutions as it is often plays the role of a legal entity that handles regulation as well as is supposed to act in the interest of public protection. An understanding of the governments around the world and the power they exert over the media illustrates the differences that exist in societies as well as the percentage of media that is being share around the globe as a true reflection of those broadcasting.

The purpose of studying media audiences

An audience determines a society and the media is indeed an influential tool over them however it is only influential if it is accepted by the audience it is addressing. Therefore to study media audiences is to understand the needs and wants of active consumers of the media. The 21^st century audience is an interactive one, particularly with tools such as the World Wide Web and social media available at their fingertips. Audiences are now able to engage with their choice of media directly and personally. They are also more prone to airing their disappointments or discontent of a media thus rendering a product unworthy or uninteresting just as quickly as they can boost its popularity. The media is influential but is largely influenced by what its audience dictates as they decide what is relevant and the rate at which a fad can die off. By studying audiences, media institutions are able to stay on trend and possibly ahead.

Audiences vary according to different demographics such as income, gender, age, language and so forth therefore the study of media audiences allows institution to target programming, advertising, content and so on towards their intended audience and avoid interacting with an irrelevant audience, ultimately losing media institutions time and money. By studying the needs of an audience based on their background, media institutions are better equipped to speak to their audiences. 

LIST OF SOURCES CONSULTED

Stokes, J. 2003. How to do media and cultural studies research. London: Sage.

University of South Africa. Department of Communication Science. 2016. Media Research: Tutorial Letter 101/0/2016 for COM4802. Kwa Zulu Natal.

University of South Africa. Department of Communication Science. 2016. Honours Studies: Tutorial Letter 301/0/2016 for CMNHONE.Kwa Zulu Natal.