接触经济注意力经济外文文献翻译Word下载.docx

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