In today's digital era, the way we receive, share, and interpret information has evolved dramatically due to technological advancements and shifting social dynamics. The Web 2.0 era has revolutionized communication, transforming it into an interactive exchange between content creators and audiences. This shift has empowered individuals to engage actively with information, rather than just consuming it passively. Audiences, now seen as active participants, interpret content based on their demographics and preferences, influenced by media ownership and distribution channels. Digital media platforms, particularly social media and streaming services, provide new avenues for audience engagement and participation. Despite extensive research on digital media audiences and consumer behavior, there is a notable gap in understanding the perspectives of digital advertising professionals on their audiences. These professionals shape consumer behavior and act as intermediaries between business entities and audiences. This study examines how advertising professionals perceive their audiences through the concept of imagined audiences. By examining the formation of imagined audiences, communicators can tailor their messages to resonate with diverse audiences across various platforms. This study utilizes qualitative methods, specifically semi-structured interviews with digital advertising professionals in Indonesia, to explore their perceptions of imagined audiences. Drawing on theoretical frameworks such as Goffman's impression management, Cooley's looking-glass self, and symbolic interactionism, this research aims to provide insights into impression management practices and enhance the effectiveness of advertising efforts in the digital landscape.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-533191 |
| Date | January 2024 |
| Creators | Nabila, Atika |
| Publisher | Uppsala universitet, Medier och kommunikation |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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