Cette dissertation doctorale entend contribuer au renouveau des sciences de l’information et de la communication (SIC) et plus particulièrement de la construction du « public » dans un contexte caractérisé par une remise en question des savoirs théoriques et méthodologiques associée à l’émergence d’internet. Cette problématique est développée en trois temps. Dans un premier temps, nous effectuons une synthèse des constructions du public dans la recherche sur les médias classiques. Les multiples « publics » repérés dans la littérature scientifique en information et communication (infocom) sont organisés à deux niveaux. D’une part, nous distinguons les constructions du public comme « acteur collectif » et comme « acteur assistant ». D’autre part, à un niveau plus fin d’analyse, les concepts de public comme « groupe » et comme « collectivité » permettent de distinguer deux types de public comme « acteur collectif » tandis que les concepts de public comme « récepteur » et comme « coproducteur » renvoient à deux catégories différentes de public comme « acteur assistant ». Dans un deuxième temps, nous examinons plusieurs ajustements des constructions du public apportés (ou à apporter) par la recherche en infocom à propos d’internet. En ce qui concerne la construction du public comme « groupe », celle-ci recouvre désormais une grande variété de groupes dont les processus de communication interne deviennent un objet d’étude à part entière. De plus, la construction comme « public exposé » (une catégorie de public comme « récepteur ») s’articule à la problématique de l’accès aux informations. Enfin, la construction du public comme « coproducteur » voit son champ d’application considérablement élargi. Dans un troisième et dernier temps, nous réalisons une méta-analyse de la construction du public d’internet. Le corpus est composé de 186 articles issus de six revues scientifiques en infocom. Les variables examinées sont : l’origine culturelle des auteurs, l’orientation éditoriale des revues, les thématiques de recherche, les constructions du public, les constructions d’internet et les méthodes de recherche. Les résultats révèlent notamment que les ajustements nécessaires des constructions du public sont peu représentés dans le corpus. Si la construction comme « groupe » est plus fréquente que la construction comme « collectivité », la première est toutefois concentrée dans deux revues et semble peu diversifiée. De plus, le public comme « coproducteur » est rarement étudié alors qu’internet facilite la participation à la production des messages et favorise l’appropriation des contenus. Par ailleurs, la construction du public d’internet est culturellement marquée : les chercheurs européens le construisent plutôt comme « acteur collectif » tandis que les chercheurs américains privilégient la construction comme « acteur assistant ». De plus, les constructions du public ne sont pas associées aux mêmes constructions d’internet : le public comme « acteur collectif » est associé à une construction d’internet comme « medium » tandis que le public comme « acteur assistant » est associé à une construction d’internet comme « support », « média » ou « contenu ». Enfin, les constructions du public d’internet donnent lieu à des méthodes de recherche distinctes, le public comme « acteur collectif » étant articulé aux méthodes qualitatives et le public comme « acteur assistant » aux méthodes quantitatives. / This doctoral thesis aims to contribute to the revival of the information and communication sciences (ICS) whose theoretical and methodological tools are being called into question by the emergence of information and communication technologies. This study focuses on the construction of the “audience” in the age of internet and develops this issue through three chapters. The first chapter synthesizes the constructions of the audience in the research on traditional media. The numerous “audiences” identified in scientific literature from ICS are organized at two levels. On the one hand, we distinguish the audience as “collective actor” from the audience as “attending actor”. On the other hand, and more precisely, the “group” and the “collectivity” are considered two different kinds of audience as “collective actor” while the construction of the audience as “attending actor” is broken up into two constructions: the “receiver” and the “co-producer”. The second chapter discusses (some of) the alterations to the constructions of the audience that ICS have made (or should make) because of the properties of the internet. With regard to the audience as “group”, it covers henceforth a wide range of groups whose internal communication processes become an object of study. Moreover, the construction of the audience as “exposed audience” (a category of audience as “receiver”) is linked up with the issue of information access and the construction of audience as “co-producer” sees its sphere of validity considerably enlarged. The third and last chapter develops a meta-analysis of the construction of the internet audience. The corpus is composed of 186 articles published in six scientific journals from ICS. The variables examined are: the cultural origin of the authors, the editorial influence of the journals, the research subjects, the constructions of the audience, the constructions of internet and the research methods. Among other results, it appears that the “new” constructions of the audience are not much studied in the corpus. The construction as “group” is more frequently encountered than the construction as “collectivity” but is restricted to two journals and is little diversified. Moreover, the audience as “co-producer” is rarely constructed whereas internet facilitates the participation in message production and the appropriation of contents. Furthermore, the construction of the internet audience is a culturally defined process: European researchers rather construct the internet audience as “collective actor” while American researchers tend towards a construction of the internet audience as “attending actor”. Those constructions are associated with different constructions of internet: the audience as “collective actor” is linked up with the construction of internet as “medium” while the audience as “attending actor” is associated with the constructions of internet as “device”, “channel” or “content”. Finally, the constructions of the internet audience are methodologically different: the audience as “collective actor” is studied through qualitative methods while the audience as “attending actor” tends towards quantitative methods.

Le marché de la publicité en ligne est un marché complexe, instable et en mutation. Notre thèse décrit et explique le fonctionnement de ce marché pour les sites de presse issus de l’imprimé. A partir d’une enquête qualitative, s’appuyant sur des entretiens semi-directifs auprès de professionnels occupant des postes à responsabilité dans les milieux de la presse et de la publicité sur le web, nous analysons la construction du marché et ses logiques de fonctionnement. Ces dernières interrogent la continuité du modèle publicitaire de la presse sur ce média. Notre objectif est de comprendre la manière dont la valorisation marchande de l’audience y évolue pour les sites issus de la presse imprimée. Les modes de quantification et de qualification de l’audience se transforment et marquent l’affrontement entre une logique issue de la publicité média et une autre relative au marketing direct, tirant parti du caractère interactif de la publicité en ligne. Trois dimensions complémentaires structurent notre travail : l’évolution de la relation marchande entre les éditeurs et les annonceurs et la manière dont elle est outillée (partie 1) ; l’inscription du marché dans un contexte socioéconomique imposant des contraintes spécifiques et une tension autour de modes de qualification alternatifs du produit publicitaire (partie 2) ; le rôle joué par l’appropriation des innovations techniques par certains acteurs ainsi que la mesure dans laquelle cette appropriation détermine, au moins en partie, l’évolution de l’activité publicitaire (partie 3). / The online advertising market is a complex, unstable and evolutive one. Our thesis describes and explains the way this market works for online news publishers from traditional news organisations. From a qualitative survey, based on semi-structured interviews with professionals in positions of responsibility in online news organisations and online advertising industry, we analyze the market construction and its operating logic. The latter questions the continuity of the news organisations advertising model online. Our goal is to understand how operates the audience markets valuation online for those traditional news market players. The audience quantification and qualification process are changing and show us conflicting logics between a logic imported from offline media advertising and another one from direct marketing, taking advantage of the interactive nature of online advertising. Three distinct but complementary points structure our work: the evolution of the market relationship between publishers and advertisers and how it is equipped (part 1); the inclusion of the market in a socio-economic context which imposes specific constraints and a tension between alternative modes of advertising product’s qualification (part 2); the role played by the appropriation of technological innovations by some players as well as the extent to which this appropriation determine, at least in part, the advertising business dynamics (part 3).

This analysis of the professional wrestling genre attempts to understand the complex reading practices employed by wrestling’s fan community. I argue that wrestling fans consume these texts in the context of both the official narratives of media producers and the meta-narratives that exist independently of the official texts. In addition, I argue that wrestling fans display characteristics normally reserved for traditional media producers, collaborating with those producers over the direction of the official narratives. This process of collaboration is indicative of the blurring of the boundaries between textual producers and consumers and necessitates a theoretical conception of the audience that accounts for these unique fan practices. I have called this audience conception the productive audience model.

Made available in DSpace on 2016-08-03T12:30:39Z (GMT). No. of bitstreams: 1 CarlaPollake-td.pdf: 597427 bytes, checksum: f255fa1f6e27915cb8e18d9f858bb607 (MD5) Previous issue date: 2004-03-16 / This is an audience study focusing on a regional TV show called "Em Movimento". The show is locally produced and broadcast by TV Gazeta, a TV Globo affiliate. It aims at reaching the young audience (teenagers). The study objective is to bring out the motivations that drive the young audience to watch this show and the gratifications they derive from it. The research project is based on both the regional concepts and the uses and gratification perspective. The data were collected through focus groups of youngters in the age bracket of 15 to 18 years old. It is ended that the adolescents have as main motivations to attend the Em Movimento the will of learning on itself and on the atmosphere in that you/they live, to confirm concepts already established by them same and still if they feel close to the reality portrayed in the program. / Trata-se de um estudo de audiência do programa de televisão Em Movimento. Este é um programa regional produzido e exibido pela TV Gazeta, afiliada da Rede Globo, que tem como público-alvo os adolescentes. O objetivo consiste em compreender o conjunto de motivações que leva o adolescente capixaba a assistir ao programa. Também foi interesse deste estudo investigar quais os usos que os adolescentes fazem do conteúdo apresentado no programa e quais as gratificações que o mesmo traz aos adolescentes. Essa investigação teve como referencial teórico os conceitos sobre comunicação regional e a perspectiva dos usos e gratificações. A técnica utilizada para a coleta de dados foi a discussão em grupo, que consistiu na formação de grupos de adolescentes na faixa etária entre 15 e 18 anos para discussão do tema. Conclui-se que os adolescentes têm como principais motivações para assistir ao Em Movimento a vontade de aprender sobre si e sobre o ambiente em que vivem, confirmar conceitos já pré-estabelecidos por eles mesmos e ainda se sentirem próximos à realidade retratada no programa.

Submitted by Irene Nascimento (irene.kessia@ufpe.br) on 2016-07-15T18:06:22Z No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Tese Final Marcela Costa.pdf: 26325886 bytes, checksum: 52a930dc63cd832e8a60d445f7119be0 (MD5) / Made available in DSpace on 2016-07-15T18:06:22Z (GMT). No. of bitstreams: 2 license_rdf: 1232 bytes, checksum: 66e71c371cc565284e70f40736c94386 (MD5) Tese Final Marcela Costa.pdf: 26325886 bytes, checksum: 52a930dc63cd832e8a60d445f7119be0 (MD5) Previous issue date: 2016-05-13 / FACEPE / O cenário e convergência midiática e de cultura participativa impõe novos modos de produção, distribuição e recepção dos conteúdos televisivos, dando lugar a fenômenos como a transmidiação. Resultado da inserção da televisão em uma cadeia criativa multiplataforma, a transmidiação remete ao conjunto de ações por meio das quais conteúdos complementares e/ou associados aos programas televisivos são ofertados em outras mídias, demandando dos seus espectadores um consumo articulado de tudo que lhe é ofertado como parte de estratégias de engajamento. O consumo articulado desses conteúdos distribuídos nas distintas mídias forja novos comportamentos do espectador e institui o que aqui descreveremos como audiência transmídia, um tipo de audiência que não pode ser aferida pelo acompanhamento do consumidor em cada uma das plataformas isoladamente, já sua configuração depende da articulação que este promove entre os conteúdos no ato mesmo do consumo midiático. A postulação dessa audiência transmídia foi apoiada na observação do consumo de telenovelas, o gênero televisual em que mais há maior investimento em ações transmídias na Rede Globo, a principal emissora de televisão do País, razão pela qual é objeto de estudo da presente pesquisa. Com base em levantamento bibliográfico, problematizamos o próprio conceito de audiência, inventariamos e analisamos os métodos de mensuração, apontando seus limites frente a fenômenos ancorados na cultura participativa e indicando a necessidade de incorporação nas ferramentas disponíveis da concepção de uma audiência transmídia. Também apoiamos nosso estudo em uma pesquisa de campo, de caráter exploratório e quantitativo, com 250 pessoas, de 15 a 55 anos e mais, na cidade do Recife, consumidoras de telenovela – e, portanto audiência –, para entendermos como espectadores de distintas faixas etárias estão consumindo a telenovela. Com a conceituação de uma audiência transmídia, a presente pesquisa colabora para os avanços necessários nos métodos de mensuração que orientam os investimentos publicitários e da indústria televisiva, ao mesmo tempo em que oferece uma descrição crítica dos métodos de mensuração adotados no Brasil, tema sobre o qual a bibliografia disponível no Brasil é ainda escassa e dispersa. / The landscape of media convergence and participatory cutlure imposes new modes of production, distribution and reception of televison content, giving rise to phenomena such as transmediation. Result of television insertion in a multiplataform creative chain, transmediation refers to the set of actions through wich complementary content and/or associated with television programs are offered in other media, demanding of its audience an articulated consumption of everything offered as part of strategies for engagement. The articulated consumption of content distributed in different media forges new behaviors of the viewe and establishing what here we describe as transmedia audience, a type of audience that can not be measured by the consumer monitoring on each platform separetely, since its configuration depends on the articulation it promotes between the contents in the same act of media consumption. The postulation of the transmedia audience was supported by the observation of the consumption of telenovelas, the televisual genre in which more there is greater investment in transmedia actions on Rede Globo, the country’s main which is why this is the object of this research. Based on literature, we problematize the concept of audience, inventoried and analyzed the methods of measurement, pointing out its limits against phenomena anchored in the participatory culture and indicating the need to incorporate the available tools designing a transmedia audience. We also support our study in a field research, a exploratory and quantitive research with 250 people, 15 – 55 years old and more, in Recife, telenovela consumers – and therefore audience – to understand how distinct viewes are consuming the telenovela. With the concept of transmedia audience, this research contributes to the necessary advances in measurement methods that drive advertising investments and television industry, while offering a wide inventory of measurement methods, a subject on which the literaure available in Brazil is still scarce and scattered.

The objective of this thesis is to examine the impact audiences have on the director’s process of creating a mise-en-scène and to understand the ways in which we might begin to understand and articulate such impact. I argue that the influence audiences have on theatre directors' mise-en-scenes have been ambiguous, and therefore there is a lack in a systematic approach to theatre-making. Through a detailed investigation on the arbitrary methods employed by a selected group of theatre directors, I propose that a communicative approach in capturing audiences’ expectations is necessary in shaping mise-en-scenes, directly and indirectly. More specifically, this thesis makes explicit these cognitive processes through a technical investigation, a mechanism which I propose and have graphically represented that can be used to harness the impact audiences have on theatre-making. In this thesis, the historical role and influence of the audience is discussed in Chapter One. This is followed by focusing on different of aspects of the audience, such as the attraction and captivation of audience, reception and perception of audience, and audience and culture. In Chapter Two there are two sections to define dramaturgy and mise-en-scène. I also argue that there are three key points in the communication between the audience and the theatre group: (i) audience pleasure, (ii) deadness, and (iii) distance. I present a diagram in order to suggest the relationship between the director, audience and mise-en-scène with an emphasis on their pathways in receiving audiences’ expectations. The diagram is developed throughout the thesis. In Chapter Three the study is motivated primarily by the individual styles and mise-en-scenes of Augusto Boal, Eugenio Barba, Peter Brook and Robert Lepage. Here I explore specifically the ways in which they have imagined, created, and performed mise-en-scenes, and the role audiences play in impacting their mise-en-scenes. Chapter Four is based on three case studies with the final suggested diagram at the end. As part of my research, I created and examined three case studies to support the hypothesis that audiences have an important impact on directors’ mise-en-scenes, i.e. how and why the director controls and manipulates theatrical elements. In conclusion, four main pathways for receiving audiences’ expectations are suggested.

Within the last two decades, social media has grown to becoming an integrated part of everyday life and along with it profound changes to how audiences can interact with news. Prior to web 2.0, audiences had limited selections when consuming news through their medium of choice and little possibility to interact with news organisations directly. With the advent of social media, audience are now able to personally curate their media consumption and fully interact with news organisations and the articles they post online. Because of this increased influence, audiences can now impose their agency on published new stories by liking, retweet, and discuss current new stories. This paper offers an in-depth study of how audiences can exert their agency over news publishing during September 2017. Utilizing the spread of the Rohingya Crisis of 2017 as a case study, this paper analyses in what ways audience agency influenced the new cycle during September 2017. This said, research conducted will utilise a two-step process for analysing the causes and effects of this phenomenon; a content analysis and an audience analysis; thus, a focus will be placed on understanding shifts in newspaper publishing in relation to audience engagement.

The aim of this thesis is to investigate whether there is a trust between social media influencers and their followers, and if so, to what extent. The methodological approach consists of an analysis of interview material, expert interviews and selected comment boxes on social media. By conducting qualitative analysis, this thesis examines audience reception to promotional content produced by social media influencers in collaboration with the Swedish interior design brand Royal Design. Based on the theories of parasocial interaction, two-step flow and opinion leadership, and modes of reception, concepts such as audience advertising response, relationship to influencers and the level of trust are investigated and concluded in order to find common patterns around audience reception to influencer marketing. The analysis shows that there is indeed a certain amount of trust towards social media influencers among the sample group especially if they recognise the influencer, however, the trust is not full and unconditional. The audience reception of influencer marketing content both in the interviews and comment boxes was mostly positive, and some respondents seemed to have developed sympathy towards social media personas featured in the advertisements, praising them for being personal and authentic. The results of the study imply that while the credibility and motives of influencer content are questioned by some, it is generally perceived as a more enjoyable alternative to traditional advertising formats.

The aim of this thesis is to demonstrate a methodological approach to explore a potential connection between player types and preferences in emotional character attachments. To do so, the thesis investigates connections between player types and emotional attachments to NPCs by conducting two studies. Study 1 provides general data about the audience of Detroit: Become Human (2018) through a survey about player types and how players feel about NPCs from the game, and forms three hypotheses. Study 2 tests the hypotheses through a second survey. The results demonstrate how to gather data regarding player types and preferences, indicates that Performers prefer to form relationships with NPCs that display traits related to a Close Friend attachment, and suggests that Explorers display a preference for pragmatic traits. However, future research must further examine other player types’ preferences to fully support the claim that player types affect preferences in emotional attachments to NPCs.

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