Social media activity in the context of free-to-air broadcast television

Züll, Beatrice. (2017). Social media activity in the context of free-to-air broadcast television. PhD Thesis. Filozofski fakultet u Zagrebu, Department of Information Science.
(Poslijediplomski doktorski studij informacijskih i komunikacijskih znanosti) [mentor Banek Zorica, Mihaela].

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Abstract

For many decades, traditional broadcast has been the main entertainment focal point in households. Like all media and entertainment industries, television has been altered by the internet and new technologies. The internet has made new forms of participatory communication possible and has increased the amount of interpersonal communication for individuals – audiences and users – providing opportunities to share, create and collaborate together. It offers manifold opportunities to communicate in all directions, as well as the opportunity to transmit and receive simultaneously all kinds of content and formats such as music, films, pictures and texts and enables the user to interact with links. The development of social media is more than a technical innovation: it sustains and influences all forms of social organisations. Besides (high speed) internet itself, wireless connectivity has created a comfortable environment for the usage of different devices. Smartphones, tablets and/or laptops are conquering households and invite (connected) usage while people watch TV; audiences divide their attention between a second and first screen, becoming a user and audience at the same time. It enables participation and social interaction within social media while watching TV. “Actions of the participatory audience appear in the value chain in several phases: when the audience is creating content, when they are editing or reediting the available content and when they are disseminating the content to other audience members” (Noguera Vivo et al., 2014, p. 181). This new participation of TV audiences in social media leads to an integration of TV consumption within the social media context. The “people formerly known as the audience are those who were on the receiving end of a media system that ran one way, in a broadcasting pattern, with high entry fees and a few firms competing to speak very loudly while the rest of the population listened in isolation from one another […]” (Rosen, 2006), the audience transformed into an active audience participating in the creation of (social) media content. The second screens enable virtual communication with friends about programs while watching and sharing what is liked and disliked, and television viewing coupled with audience interaction has gained popularity (Doughty, Rowland and Lawson, 2011). The audience can share, discuss, comment and vote about certain programs. Broadcasters and other suppliers offer applications accompanying TV consumption and solicit simultaneous usage. Audiences engage with the program and socialise with friends and communities around their favourite content. Television audience researchers discovered the internet as a source of audience data, and search for approaches to analyse online engagement of audiences. The main question of this work is to investigate if new data can be found and used in a systematic manner in addition to traditional television audience research methods. It was discovered that the relationship between television broadcasters and its social audience is the key to this approach. Traditional media such as TV broadcasters are still huge content providers and play a major role in the social media world, where content is shared and creates buzz and in addition users generate content themselves. Broadcasters are challenged to keep the relationship with and the attention of the viewer by building social interaction around the program. This is the prerequisite for the researcher to approach social media analysis in the context of television.

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