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.