接触经济注意力经济外文文献翻译Word下载.docx
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ABSTRACT
Thequestionoftheattentionpaidtocontent,amessageorotherinformationhaslongbeenraisedinanenvironmentthatisnotyetatthelimitsofsaturation.ThiswasaquestioneveninbygoneeraswhentheworksofMichaë
lGoldhaber,YvesCitton,DominiqueBoullierandothersadvancedthestudyofattentioninthecontextofhyperconnectivity.Today,themediaeconomyisstilldominatedbythenotionofcontactwithmedia,mediadevices,specificcontent,expressedbythenumberofreaders,listeners,viewersandWebsurfers,andthesupremeindicator:
theGrossRatingPoint.YettheGRPhasexistedforseveraldecades,havingemergedatatimewhenprintmediadominated,televisionchannelsandradiostationswerefarfewerinnumber,andtheInternethadnotevenbeeninvented.Thus,themediaeconomyhasbeenbuiltoncontactswithcontent,includingthatofanadvertisingnature.DigitalconvergenceandtheadventofInternetcontentbyandforthegeneralpublichaveledtoasituationofconstantsolicitationfrommanysources.Thisdoesnoteliminatethenotionofcontact(ortouchpoint),whichmustbeconsideredanecessarycondition,tobesupplementedbytheinterestorattentiongarneredbysuchcontact.ThisarticleaddressesthemediaecosysteminFrance,firstdescribingitsexistingeconomybasedoncontactcountsandthendiscussingemergentchangesrelatedtocontentdigitizationandthemanysolicitationsreceivedbyindividuals,makingitnecessarytoconsidertheattentionpaidtoanygivencontent,asillustratedbysomeinitialmeasurementexperiments.Conclusionsaredrawnastoapossibletransitionfromthestillnascentattentioneconomytoanemotioneconomy.
KEYWORDS:
Media,audiencemeasure,contact,attention,emotion
Introduction
Themediaecosystemhastraditionallyconsistedofsixfamiliesofstakeholders:
themediathemselves,ascontentcreatorsandpublishers;
theiradvertisingagencies,ifadvertisingispermitted;
rightsholdersandproducers;
advertiserswhopurchasespace;
thosewhoadvisetheagenciesinthecreationanddesignofadvertisingspotsandorchestrationoftheadvertisingcampaign;
anddistributors.AlthoughtheInternetand,moregenerally,digitalmarketinghavefosteredthearrivalofnewprofessionsconcerningdataandtheiruse,theeconomicframeworkcanbedescribedastherelationshipsbetweenthesefamiliesofstakeholders.
Contactwithcontenthaslongbeenthebasisforthemonetizationofthemediaeconomy,whetherrelatedtocontentinthestrictsense(purchaseofaworksuchasafilm,radioortelevisionseries,article,liveshoworsportsevent)oradvertisingspace.Itistheaudienceofanewspaperarticleoraprecisemomentonradioortelevisionthatwillgivevaluetothesquarecentimetersorsecondsthatanagencypurchases,onbehalfofanadvertiser,fromotheragenciesrepresentingtheinterestsoftheirmedia.
First,Iwillpresentanoverviewofthefoundationsofthiscontacteconomy,withthebroadcategoriesofmediaaudienceindicators,basedoncontactandduration,andthespecificcaseoftheadvertisingmarket,measuredbycoverageandGrossRatingPoint(GRP).Iwillshowthatthemeaningattributedtotheword“contact”isnotalwaysconsistent,andthatitsquantificationmaybedichotomyorcontinuous,whichconstitutesafirstlimitation.
ThesecondpartofthearticlewillbebasedonthenumberofsolicitationsthatanyindividualinFrancecurrentlyreceivesinthisconnectedworld,duetodigitalconvergence,whichhasspawnednewusesandservices,andtothedevelopmentofuser-friendlymobiledevicesforthegeneralpublic.Themainfocuscannolongerbesummarizedasmaximizingthelikelihoodofcontactbetweenanindividualandcontent,butmustbeseenaspersuadingthatindividualtoallocateattentiontooneofthemultiplestimulitowhichhehasbeenexposed,consciouslyornot,ascontacthasremainedanecessaryconditionbutisnolongersufficient.Afterdefining,usingthemostrecentdata,digitalequipmentpossessionlevels,themultiplesolicitationsthatresultandrecentchangesinadvertisinginvestments,IwillintroducethefirstattentionmeasurementlaunchedinFrancefortheradiomarket,conductedusingareporting-basedapproach.
Toconclude,Iwilltouchonthematterofcreatingemotion,whichisnotnecessarilyexpectedaftereverycontactbutcertainlyplaysaroleinitsrecollection.
FoundationsoftheContactEconomy
Historically,themediabuiltitseconomyandvalueonthenotionofcontact,ofwhichtheadvertisingindicatorGRPistheprevailingsymbol,asametricoftheperformanceofacampaignorevenasafinancialarbitrageinstrument.TheGRPiscalculatedusingtheresultsofaudiencemeasurementstudies.Suchmeasurementsareobtainedviaaprobabilisticsample,apanelorahybridapproachbetweensamplingdataandbigdata.Ofcourse,audiencemeasurementisusednotonlyforadvertisingpurposes,andtheeconomyofcontentandworksofallkindsisalsobuiltontheirperformancewhendisseminatedbythemedia;
nevertheless,thefactthatthemainsourceoffinancingforthemediaecosystemisadvertisingrevenuemeansthatthisquantitativeevaluationplaysamajorrole.Foraudiovisualmedia,therearetwomaingroupsofindicators,onebasedoncontact,theotheronduration.
Thetopindicatorinthefirstgroupisthecumulativerating(cume).Thus,inthecaseofradio,forpopulationsegmentCandatimeperiod,suchasaday,thecumulativeratingoftheradiomediumorofastation,S,isthenumberorthepercentageofpeopleinsegmentCwhohavelistenedtotheradioorstationS,regardlessoflisteningduration.Inotherwords,itisacountoflistenerswhocameintocontactwiththemediumorthestation,withouttakingintoconsiderationtheamountoftimespentlistening.
Thisindicatoralsoappliestotelevision–numberofviewersingeneral,ofanetwork,aprogramoratimeslot,regardlessofviewingduration;
theInternet–numberofvisitors,regardlessofsurfingtime;
cinema–numberoftickets;
andprintmedia–numberofreaders.
Forradio,televisionandtheInternet,andforpopulationcategoryC,itisalsopossibletomeasurethedurationofeachcontact,whichisthetimespentlisteningtoaradiostation,watchingatelevisionchannel,orsurfingasiteorusinganapplication.Thesecondgroupthereforeencompassesindicatorsbasedontheduration,D(i),ofcontactbytheindividual,i,withamediatype(oraprogramortimeslot),ord(i),percentageoftheprogramortimeslotlistenedtoorviewed.Danddrepresenttheintensity,ordegree,ofthecontact.
Theaverageofthed(i)valuesforcategoryCistheaudiencerate.Itisequivalenttothecumebuteachindividualisweightedinproportiontothedurationofhiscontact.Alongsidethisaverage,averagedurationsD(i)arealsocalculatedforallindividualsinC,whichproducestheaveragelisteningtimeperperson(AvgMin/Pn)forradioortelevision.Ccanalsobelimitedtothosepeoplewhohaveconsumedthemedium,thusgivingrisetoaveragelisteningtimeperlistenerorperviewer(AvgMin/Vw)oraveragevisittimeperInternetuser.
Finally,theaveragedurationperpersonofconsumptionofamediatypebeingthesumoftheaveragetimespentpermediadevicedisseminatingthiscontent(station,network,site),thecontributionofonemediadevicetoitsmediatypeistheaudienceshare.
AdvertisingContact
Thefieldofadvertisingcontenthasgivenrisetospecializedindicatorsrelatedtotheprecedingindicators.whichisthepercentageofthestudypopulationhavinghadatleastonecontactwiththespot(Fabre1992;
Favier2005;
Santini1995;
Tassi2005).Thedevilbeinginthedetails,iftheprincipleofGRPasanaverageofthedistributionofcontactsiseasytounderstand,itsoperationalimplementationisneverthelessbasedonthequantificationoftheword“contact.”Thus,thisquantitativeexpressionvariesdependingonthemedium.Generally,belongingtotheaudienceofamediatypeoramediadevicemeanshavinganon-zeroprobabilityofbeingincontactwiththismediatypeormediadevice.ThisisknownasOpportunitytoSee(OTS)orOpportunitytoHear(OTH).spentviewingaprogramandthetotaldurationofthatprogram.Zistheviewingrate,anditresultsintheaudiencerate.
Intheprintmedia,contactisdichotomic.Apopulationsegmentthereforeconsistsofreadersornon-readers,a(“presscontact”)readerbeingapersonwhoreportshavingread,skimmedorconsultedoneormoreissues,evenbackissues,ofapublicationoverthereferenceperiod,regardlessofthenumberofpagesorarticlesread.Inversely,fortelevision,thevariableusediscontactintensity,equaltothepercentageofthecontentoradvertisementthatwasseen.Atelevisionviewerwhowatchedonefifthofanadvertisementintermsofdurationwillbeassigned0.2contacts.FortheInternet,contactwasfirstdefinedinadichotomicmannerbasedonthedownloadingofanHTMLpagecontaininganadvertisement,regardlessoftheexposuretimeandtheadvertisingformat,andeveniftheadvertisementdidnotappearonthescreenused.ThediversityofadvertisingformatsontheInternetcreatesanenvironmentinwhichtheverynotionofadvertisementdurationdoesnotnecessarilyholdanymeaning.Theappearanceofvideospots,asontelevision,hasresultedinthenotionofcontactintensityforthistypeofformat.
Tomorrow:
MovingTowardsanAttentionEconomy?
FirstDevelopment:
IncreasinglyUbiquitousDigitalEquipment
Withthehelpofafewfigures,Iwillattempttoillustratetheproliferationofequipmentwith