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Economic model of interaction of mass-media and an audience.

if semisotsiopsiholognchesky the approach considers interaction of mass-media and an audience in bolshej degrees at psychological level the given model considers interaction on institutsionalnom level. Substantial growth of a share of the advertising budget in financing of mass-media, an event worldwide, promoted variation of representations about performance of mass-media as social institute. The audience of mass-media from the passive recipient has turned to the goods, which mass-media offer advertisers. "The exact knowledge of information requirements of the audience, based on its constant studying became 6 keystone to success of mass-media. The contents of mass-media is considered not only as a way of influence on an audience, but as a way of attraction and holding
Audiences. The factor of a choice from set of channels of communications of the given channel the audience influences mass-media. If mass-media pay off with an audience the audience in turn pays off with the rare operational life - a free time with the advertiser. All mass-media require attention and audience time though differ from each other on a degree of an involvement of an audience in information consumption. « The channel demanding the greatest attention of an audience - the press, as reading - that number of employment which with what it is impossible to combine certain habit to reading, loyalty of an audience to the given communication aid, should exist. The given fact causes that the press is to the greatest degree interested in certain structure of the audience, is focused on an audience ». Interaction of mass-media and an audience at such approach is considered as a dual commodity market and services. Advertisers pay for time and space in mass-media, buying access to influence on an audience with certain socially-demographic characteristics. The audience represents itself as the goods, which mass-media offer the advertiser. In turn, the audience from a variety of mass-media samples what to the greatest degree correspond to its information requirements and informative possibilities. For an audience the information and a way of its giving in the issue acts as the goods, which mass-media are sold by audiences. Sociopolitical news are established to involve an audience. Influence on an audience from mass-media consists in its "entertainment" by news which allow to involve bolshee number of potential recipients. The audience of mass-media becomes an audience of advertising both grocery, and political character, thus, the audience becomes object of influence. Having possibility to receive the information from various sources, the audience aspires to evade from
Influences. The audience influences mass-media that ceases to address to a source which news to it are uninteresting. Without an establishment of dialogue, understanding an audience kommunikatora, mass-media lose loyalty of an audience, the quantitative structure of an audience is reduced. Which is important to the advertiser. The law of the market demands from mass-media constantly to study opinions and requirements of an audience, and to adapt the contents of the materials so that they have been constantly claimed by an audience. Uninteresting for an audience of mass-media become uninteresting and for the advertiser so lose a financing source. Thus, the economic model assumes interference of mass media and an audience owing to which channels of communications are transformed.
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A source: SPITSYN Grigory Sergeevich. Quality print media of the Republic of Poland in the formation of public opinion about modern Russia. Thesis for a candidate of political science degree in specialty 10.01.10 (journalism). St. Petersburg 2008. 2008

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