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Writing and Editing for Electronic Media Week 2: Audience issues
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Early site not Mac compatible Graphics, multiple windows and Flash animations required 56k modem: which only 1% of EU home users and 2% of US home users had. Site required Macromedia’s Flash plugin which few had at launch Early site not Mac compatible Graphics, multiple windows and Flash animations required 56k modem: which only 1% of EU home users and 2% of US home users had. Site required Macromedia’s Flash plugin which few had at launch BOO’s Woes
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First FM radio station, 1941 Digital radio licensed by US Federal Communications Commission, Oct 2002 61 years First FM radio station, 1941 Digital radio licensed by US Federal Communications Commission, Oct 2002 61 years Longer established media ubiquitous
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Oxford Internet Survey, 2005 Dutton, W.H., di Gennaro, C. and Millwood Hargrave, A. (2005) Oxford Internet Survey 2005 Report: The Internet in Britain (Oxford Internet Institute), url: http://www.oii.ox.ac.uk/research/oxis/oxis2005_report.pdf
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Oxford Internet Survey, 2007 Dutton, W.H., and Helsper, H. (2007) Oxford Internet Survey 2007 Report: The Internet in Britain (Oxford Internet Institute), url: http://www.oii.ox.ac.uk/research/oxis/OxIS2007_Report.pdf
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Oxford Internet Survey, 2007 Dutton, W.H., and Helsper, H. (2007) Oxford Internet Survey 2007 Report: The Internet in Britain (Oxford Internet Institute), url: http://www.oii.ox.ac.uk/research/oxis/OxIS2007_Report.pdf
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Oxford Internet Survey, 2007 Dutton, W.H., and Helsper, H. (2007) Oxford Internet Survey 2007 Report: The Internet in Britain (Oxford Internet Institute), url: http://www.oii.ox.ac.uk/research/oxis/OxIS2007_Report.pdf
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Oxford Internet Survey, 2007 Dutton, W.H., and Helsper, H. (2007) Oxford Internet Survey 2007 Report: The Internet in Britain (Oxford Internet Institute), url: http://www.oii.ox.ac.uk/research/oxis/OxIS2007_Report.pdf
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S-Curve Pattern of Adoption: Growth Pattern for Many successful technologies S-Curve Pattern of Adoption: Growth Pattern for Many successful technologies
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UK households with Internet access 1998-2003, showing S-curve pattern of adoption Source: Office of National Statistics, October 2003
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Standard adoption categories n Innovators n Early adopters n Early majority n Late majority n Laggards
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Netscape users, by version (Source: useit.com)
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theSun.co.uk n IE v6+ n Flash v7 n Internet
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theSun.co.uk n IE v6+ (77%) n Flash v7 (60%) n Internet @ home (44%) n = 22% UK population (Example uses figures from 2004)
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bbc.co.uk/sport n Shockwave v10 n Released 25 March 2004 n <3 months before Euro 2004
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Early CD-i titles n Caesar’s World of Gambling n Palm Springs Open n Sporting News Baseball n Audubon’s Birds of North America n Stamps: Windows on the World n Time-Life Photography
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BBC Multimedia CD-Roms (launched 1996) n Noddy n Live & Kicking: Show maker n Mastermind n Pingu – A barrel of fun n Wallace & Gromit: Cracking animator / funpack n Doctor Who: Destiny of the Doctors n Attenborough’s Antartica n Result (Sports Quiz)
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Personality variables (early adopters) n Greater empathy n Less dogmatic n Better at dealing with abstractions n More rational n Greater intelligence n More favourable attitude to change n Better able to cope with uncertainly n More favourable attitude to science
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Personality variables (early adopters) n Less fatalistic n Higher aspirations (educational, professional) n More socially participative / connected n More cosmopolitan n Greater exposure to change agents / media n Quicker to seek & find info about innovations n Higher degree of opinion leadership
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Oxford Internet Survey, 2007 n % UK households with Internet access n % of men, % of women who use Internet n Internet use by education: % ‘basic’; % ‘further’; % ‘higher’. n % of those who are disabled n % individuals who currently use Internet n % individuals who have never used Internet n % of those earning <£12,500 who use Internet n % ditto for £12,500-£25,000 n % ditto for £50,000+ n % of those age 18-24 who use Internet n % of those age 55-64 who use Internet n % of those age 65-74 who use Internet n % of those age 75+ who use Internet
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Oxford Internet Survey, 2007 Dutton, W.H., and Helsper, H. (2007) Oxford Internet Survey 2007 Report: The Internet in Britain (Oxford Internet Institute), url: http://www.oii.ox.ac.uk/research/oxis/OxIS2007_Report.pdf
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Oxford Internet Survey, 2007 Dutton, W.H., and Helsper, H. (2007) Oxford Internet Survey 2007 Report: The Internet in Britain (Oxford Internet Institute), url: http://www.oii.ox.ac.uk/research/oxis/OxIS2007_Report.pdf
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Oxford Internet Survey, 2007 Dutton, W.H., and Helsper, H. (2007) Oxford Internet Survey 2007 Report: The Internet in Britain (Oxford Internet Institute), url: http://www.oii.ox.ac.uk/research/oxis/OxIS2007_Report.pdf
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Oxford Internet Survey, 2007 Dutton, W.H., and Helsper, H. (2007) Oxford Internet Survey 2007 Report: The Internet in Britain (Oxford Internet Institute), url: http://www.oii.ox.ac.uk/research/oxis/OxIS2007_Report.pdf
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Oxford Internet Survey, 2007 n 66% UK households with Internet access n 70% of men, 65% of women n Internet use by education: 55% ‘basic’; 78% ‘further’; 90% ‘higher’. n 36% of those who are disabled n 67% individuals who currently use Internet n 28% individuals who have never used Internet n 39% of those earning <£12,500 who use Internet n 64% ditto for £12,500-£25,000 n 91% ditto for £50,000+ n 86% of those age 18-24 who use Internet n 58% of those age 55-64 who use Internet n 37% of those age 65-74 who use Internet n 24% of those age 75+ who use Internet
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DeFleur’s psychodynamic model of stimulus-response DeFleur’s psychodynamic model of stimulus-response
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An early mass communications model
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Two step model of media influence
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Berelson’s findings People read newspapers for: * Info about & interpretation of public affairs * As a tool for daily life * For respite * For social prestige * For social contact People read newspapers for: * Info about & interpretation of public affairs * As a tool for daily life * For respite * For social prestige * For social contact
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What you really need?
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Adults who have accessed the Internet by purpose of Internet use (for personal use). Source: Office of National Statistics, Feburary 2003
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Oxford Internet Survey, 2007 Dutton, W.H., and Helsper, H. (2007) Oxford Internet Survey 2007 Report: The Internet in Britain (Oxford Internet Institute), url: http://www.oii.ox.ac.uk/research/oxis/OxIS2007_Report.pdf
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Oxford Internet Survey, 2007 Dutton, W.H., and Helsper, H. (2007) Oxford Internet Survey 2007 Report: The Internet in Britain (Oxford Internet Institute), url: http://www.oii.ox.ac.uk/research/oxis/OxIS2007_Report.pdf
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Oxford Internet Survey, 2007 Dutton, W.H., and Helsper, H. (2007) Oxford Internet Survey 2007 Report: The Internet in Britain (Oxford Internet Institute), url: http://www.oii.ox.ac.uk/research/oxis/OxIS2007_Report.pdf
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Oxford Internet Survey, 2007 Dutton, W.H., and Helsper, H. (2007) Oxford Internet Survey 2007 Report: The Internet in Britain (Oxford Internet Institute), url: http://www.oii.ox.ac.uk/research/oxis/OxIS2007_Report.pdf
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Oxford Internet Survey, 2007 Dutton, W.H., and Helsper, H. (2007) Oxford Internet Survey 2007 Report: The Internet in Britain (Oxford Internet Institute), url: http://www.oii.ox.ac.uk/research/oxis/OxIS2007_Report.pdf
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Oxford Internet Survey, 2007 Dutton, W.H., and Helsper, H. (2007) Oxford Internet Survey 2007 Report: The Internet in Britain (Oxford Internet Institute), url: http://www.oii.ox.ac.uk/research/oxis/OxIS2007_Report.pdf
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Oxford Internet Survey, 2007 Dutton, W.H., and Helsper, H. (2007) Oxford Internet Survey 2007 Report: The Internet in Britain (Oxford Internet Institute), url: http://www.oii.ox.ac.uk/research/oxis/OxIS2007_Report.pdf
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Oxford Internet Survey, 2007 Dutton, W.H., and Helsper, H. (2007) Oxford Internet Survey 2007 Report: The Internet in Britain (Oxford Internet Institute), url: http://www.oii.ox.ac.uk/research/oxis/OxIS2007_Report.pdf
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Audience research Panel based measures, e.g. Nielsen//Netratings, Comscore MediaMetrix Server logs: Internal : google analytics, etc. ‘Audited’ : ABCe.org.uk Panel based measures, e.g. Nielsen//Netratings, Comscore MediaMetrix Server logs: Internal : google analytics, etc. ‘Audited’ : ABCe.org.uk
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