The Audience Also As The Consumer

Discussion in 'General Advertising Tips' started by Nasif, Apr 16, 2012.

  1. Nasif Member

    Ben Bagdikian, a prominent media critic, and author of the well-acclaimed book
    The Media Monopoly
    , provides more detail and examples.
  2. Nasif Member

    In Chapter 6 of his book, for example, Bagdikian describes in detail the pressure on media companies to change content (to “dumb down”) and to shape content based on the demographics of the audiences.
  3. Nasif Member

    Slowly then, the content of media isn’t as important as the type of person being targeted by the ads.
  4. Nasif Member

    He also shows that the notion of “giving the audience what they want” is also a bit misleading because, if anything, it is more about targeting those readers that can afford the products that are advertised and so it is almost like giving the advertisers what they want!
  5. Nasif Member

    The “dumbing down” of the content also acts to promote a “buying mood.”
  6. Nasif Member

    Hence, as Bagdikian summarizes, “programming is carefully noncontroversial, light, and nonpolitical”.
  7. Nasif Member

    As he traces briefly the history of advertising in magazines he also hints that this has happened for a long time.

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