ballais, celis, mendoza - anna banana, they loved it a bunch- a case study of audience participation...

8/17/2019 Ballais, Celis, Mendoza - Anna Banana, They Loved It a Bunch- A Case Study of Audience Participation in Transme…

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ANNA BANANA, THEY LOVED IT A BUNCH:

A CASE STUDY OF AUDIENCE PARTICIPATION IN

TRANSMEDIA STORYTELLING ADVERTISING

A Thesis

Presented t

The De!"rt#ent $ C##%ni&"tin $ the

Atene de M"ni'" Uni(ersit)

In P"rti"' F%'$i''#ent

$ the Re*%ire#ents $r the De+ree

B"&he'r $ Arts in C##%ni&"tin

B)

B"''"is, D"ni&"

Ce'is, Mhe"nne

Mend", A'e-"ndr"

Se!te#.er /0, 12/3

4"i#e M"n%e' F'res

Abstract


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A%dien&e P"rti&i!"tin In Tr"ns#edi" Str)te''in+

This thesis is " &"se st%d) $ PLDT M)DSL5s 6Ann" B"n"n"6 &"#!"i+n %sin+ the

&n&e!t $ Tr"ns#edi" Str)te''in+ "nd Henr) 4en7ins5 1228 .7 Cn(er+en&e C%'t%re:

9here O'd "nd Ne Medi" C''ide, "s " &n&e!t%"' $r"#er7; Tr"ns#edi" Str)te''in+

i'' "id in %nderst"ndin+ the &"#!"i+n "nd the e'e#ents th"t &ntri.%ted t the s%&&ess $

the &"#!"i+n;

The rese"r&h *%estin this thesis ishes t "ddress is i$ "%dien&e !"rti&i!"tin is

"n e$$e&t r e'e#ent $ Tr"ns#edi" Str)te''in+; The !ri#"r) #ethd .ein+ e#!')ed is

the in


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The rese"r&hers %'d 'i7e t th"n7 "nd "&7n'ed+e Mr; Gre+ M"rtin "'n+ ith

Ms; S"r" B"dr "nd the te"# "t A&e S""t&hi > S""t&hi, "nd the $%r !"rti&i!"nts $ the ?Be

The Ne-t Ann"@ &ntest $r their in("'%".'e &ntri.%tins t this rese"r&h;

A&7n'ed+e#ent sh%'d "'s .e +i(en t Mr; 4"i#e M"n%e' F'res h "d(ised

"nd en&%r"+ed the rese"r&hers thr%+h%t the !r&ess;

TABLE OF CONTENTS

1


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Ch"!ter / Intrd%&tin

A; B"&7+r%nd $ the St%d) /2

B; St"te#ent $ the Pr.'e# /

C; Rese"r&h O.e&ti(es /

D; Si+ni$i&"n&e $ the St%d) /8

E; S&!e "nd Li#it"tin /0

1 Re(ie $ Re'"ted Liter"t%re /

3 Thereti&"'Cn&e!t%"' Fr"#er7 13

Rese"r&h Methd 1

Res%'ts "nd Dis&%ssin 3/

A; Present"tin $ Findin+s 3/

B; Inter!ret"tin $ D"t" /

/; Medi" Cn(er+en&e /

1; C''e&ti(e Inte''i+en&e

3; P"rti&i!"tr) C%'t%re

8 S%##"r) "nd Cn&'%sin 8

0 Re&##end"tins 01

I#"+e S%r&es 0

Bi.'i+r"!h) 0

A!!endi- A Inter(ie ith S"r" B"dr 0

B Mess"+e Re*%estin+ "n Inter(ie $r the P"rti&i!"nts 1

C Inter(ies ith the P"rti&i!"nts 3

LIST OF TABLES AND FIGURES

3


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Fi+%re / PLDT M)DSL ?Ann" B"n"n"@ C"#!"i+n Ti#e'ine 3

1 V"ri%s T)!es $ Medi" Ph"se One 3

3 V"ri%s T)!es $ Medi" Ph"se T 38

A'' Medi%#s Le"d t Dere7s Y%T%.e Vide 1

?Be Dere7s Ne Ann"@ Cntest TVC 3

8 Bern"dette Lrens B'+

0 Bern"dette Lrens !st n Pin) E-&h"n+e 8

Bern"dette Lrens F"&e.7 P"+e 8

Bern"dette Lrens Titter 0

/2 O$$i&i"' 9e.site $r the ?Be Dere7s Ne Ann"@ Cntest

// A%dien&e P"rti&i!"tin F'&h"rt 02

CHAPTER 1: INTRODUCTION


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H in the r'd d )% +et h%ndreds $ )%n+ +ir's t (ie $r the "$$e&tin $ "

$i&tin"' 'itt'e .) 'i7e Dere7 S; LrenJ Si#!'e; Y% te'' the# the str) $ his

he"rt.re"7; Be)nd si#!') "d(ertisin+ t &ns%#ers, the &re"trs $ the PLDT M)DSLs

Ann" B"n"n" &"#!"i+n entit'ed, ?S&reen


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di$$erent #edi%#s "nd it is $ten &n$%sed ith &rss

e#!h"sis #"n) tr"ns#edi" str)te''in+ s&h'"rs !%t n the !resen&e $ " n"rr"ti(e t)in+

e(er)thin+ t+ether; 9e see this in inte+r"ted ") the e'e#ents $ the Ann" B"n"n"

&"#!"i+n &"#e t+ether t te'' the str) $ Ann", Dere7, "nd his $"#i') n TV, r"di,

!rint, Y%T%.e, Titter, "nd F"&e.7 "#n+ ther #edi";

T)& C$lt$r& #* A$'&!c& Partc+at#!

9hen t"'7in+ ".%t tr"ns#edi" str)te''in+, &ns%#er en+"+e#ent "'")s "rises

"s " #"r +"'; D"(is 12/1 dis&%sses h tr"ns#edi" str)te''in+ is .ein+

i#!'e#ented in #"r7etin+ str"te+ies "s " ") t +ener"te "n in(ested "nd in('(ed

$"n."se $r their !rd%&t; He stresses th"t &ns%#er en+"+e#ent is &r%&i"'; A$ter "'', h"t

is the !int $ &re"tin+ " n"rr"ti(e r'd th"t s!"ns "nd &nne&ts di$$erent #edi" i$ n ne

i'' .e interested in itJ

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H%"n+ te''s .r"nd #"n"+ers t ?re&+nie the !er $ )%r $"ns@ 122 "nd

ith +d re"sn; F"ns t"'7 ".%t, sh"re, "nd !r#te their $"nd#s "&rss di$$erent

#edi", inter"&tin+ ith $e'' $"ns .rin+in+ it &'ser t ther "%dien&es; Fr .r"nd

#"n"+ers, the $ree "d(ertisin+ is !r.".') the .est $e"t%re;

T"7in+ this " ste! $%rther, there "re $"ns $ " TS !rd%&t th"t + .e)nd "t .ein+

!"rt $ the en+"+ed "%dien&e in "nther "); In !"rti&i!"tr) &%'t%re:

Y%n+ !e!'e &re"ti(e') res!nd t " !'ethr" $ e'e&trni& si+n"'s "nd

&%'t%r"' &##dities in ")s th"t s%r!rise their #"7ers, $indin+

#e"nin+s "nd identities ne(er #e"nt t .e there "nd de$)in+ si#!'e

nstr%#s th"t .e"i' the #"ni!%'"tin r !"ssi(it) $ &ns%#ers;

9i''is, 1223

P"rti&i!"tr) &%'t%re #"7es &ntri.%tins $r# the "%dien&e !ssi.'e; This

in&'%des thin+s 'i7e $"n


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This +i(es rise t !ssi.i'ities re+"rdin+ the in$'%en&e $ !"rti&i!"tr) &%'t%re,

es!e&i"'') &nsiderin+ td")s #edi" en(irn#ent "nd the n'ine "(en%es 'i7e s&i"'

netr7in+, .'+s, "nd Y%T%.e th"t #"7e !"rti&i!"tin e"sier; Tr"ns#edi" Str)te''in+,

ith its #%'ti!'e !ints $ &nt"&t "nd (er"r&hin+ n"rr"ti(e see#s 'i7e "n ide"' settin+

"nd 4en7ins, De'i&he, "nd Hendersn t"'7 ".%t ?e#.r"&in+ the &''e&ti(e !%sh t"rds

+re"ter "nd #re #e"nin+$%' !"rti&i!"tin@ 122 in tr"ns#edi" str)te''in+; N"!'i

1223, 4en7ins "nd De%e 122 !inted %t #%&h e"r'ier n th"t "d(ertisin+ h"s "s

.e&#in+ in&re"sin+') !"rti&i!"tr) in n"t%re;

P"rti&i!"tin &"n 'e"d nt n') t the de(e'!#ent $ stries, .%t .r"nds "s e'';

S&h'"ri "$$ir#s th"t in the &nte-t $ td")5s #"r7etin+, it is n 'n+er ".%t se''in+ "

!rd%&t r ser(i&e %sin+ "d(ertisin+ $r n there is "n "tte#!t t &re"te its n r'd $

#e"nin+ 122;

Th"t .ein+ s"id, it is '+i&"' t .e'ie(e th"t nne $ this %'d .e !ssi.'e i$ the

"%dien&e ere nt en+"+ed in the $irst !'"&e; D"(is 12/1 t"'7s ".%t h it is

i#!er"ti(e t de(e'! " str"te+) th"t i'' #"7e the "%dien&e en+"+e the #edi"; He "'s

.rin+s %! h ?tr"ns#edi" "%dien&e en+"+e#ent str"te+ies '"r+e') see7 t e'i&it $"n


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Cnstr%&tin+ this str"te+) then is " &r%&i"' ste! in e'i&itin+ r +"inin+ the desired

res!nse; E(en #re i#!rt"nt is the ste! th"t +ets "%dien&es t + $r# en+"+e#ent t

!"rti&i!"tin; Is there " $r#%'" t .ein+ ".'e t #"7e th"t %#!J H des th"t "'' &#e

t+etherJ

Back t# A!!a Ba!a!a

Und%.ted'), Dere7 "nd Ann"s str) %'d ne(er h"(e #(ed $r"rd 'i7e it did

ith%t the &ntri.%tins $ their "%dien&e; L7in+ "t Ann" B"n"n" "nd the s%&&ess $

the &"#!"i+n, it is i#!rt"nt t "s7 hether it is s%&&ess$%' .e&"%se it "s ".'e t +et

"%dien&es t !"rti&i!"te r .e&"%se "%dien&es !"rti&i!"ted, it .e&"#e s%&&ess$%'J In ther

rds, "s "%dien&e !"rti&i!"tin "n end +"' r !"rt $ the !r&essJ

In #"7in+ these in*%iries, this thesis s%+ht t dis&(er 'in7s .eteen "%dien&e

!"rti&i!"tin "nd the !r&ess $ &nstr%&tin+ tr"ns#edi" str)te''in+ &"#!"i+ns in the

&nte-t $ "d(ertisin+; An %nderst"ndin+ $ this re'"tinshi! #") +%ide $%t%re %sers $

tr"ns#edi" str)te''in+ in &re"tin+ #re e$$e&ti(e &"#!"i+ns th"t t"7e #") "id in the

$r#"tin $ &ns%#er en+"+e#ent


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A, Back"r#$!' #* t)& St$'(

C"#!"i+ns "re n 'n+er %st ".%t the reiter"tin $ the s"#e ide" "&rss

di$$erent #edi%#s; Ch"n+es t the #edi" en(irn#ent "nd "%dien&e .eh"(ir de#"nd

"d(ertisin+ "+en&ies t &#e %! ith &re"ti(e ")s t &"!t%re their t"r+et #"r7ets; N

is "n e-&itin+ ti#e $r "d(ertisin+ "+en&ies $r the) "re ".'e t $ind ne ")s r %se nn<

tr"ditin"' #ethds t &##%ni&"te their #ess"+es e$$e&ti(e') t their "%dien&es;

Ad(ertisin+ is .e&#in+ in&re"sin+') !"rti&i!"tr) in n"t%re De%e, 122; In

'i+ht $ re&ent de(e'!#ents #%&h d%.t is .ein+ &"st n tr"ns#edi" str)te''in+s

inte+r"tin $ %ser


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The &ntest "s !r#ted n di$$erent #edi%#s "s e'' %nti' $in"''), Dere75s ne Ann"

"s &hsen "#n+ h%ndreds $ +ir's;

At the C"nnes Lins Cre"ti(it) Festi("' 12/1, it n t G'd Lins %nder the

Br"nded Cntent > Entert"in#ent &"te+r) $r Best Inte+r"ted Cntent "nd Best Use $

Di+it"' "nd S&i"' Medi" "s e'' "s "'s re&ei(ed si'(er "nd .rne Medi" Lins $r Best

Use $ S&i"' Medi" "nd Best C##er&i"' P%.'i& Ser(i&es "nd He"'th C"re res!e&ti(e');

Re&ent'), it n si'(er $r S!i7es Asi" 12/3 %nder the &"te+ries $ Best Use $ S&i"'

Medi", Cns%#er Ser(i&es "nd Use $ Medi"; Ann" B"n"n" "'s +ener"ted si- #i''in

&#.ined (ies "nd (er 22 (ide res!nses n Y%T%.e, three se!"r"te t! trendin+

s!ts "nd (er ne #i''in teets n Titter "nd th%s"nds $ &##ents n s&i"' #edi"

"&rss the ."rd; Additin"''), the &"#!"i+n e$$e&ti(e') +ener"ted " 122K in&re"se in

s%.s&ri!tins "nd /2M !ess rth $ $ree "d(ertisin+; P%.'i&isrese"r&herse;&#, n;d;

Partc+at#r( C$lt$r& a!' E!"a"&%&!t Strat&"(

D"(is 12/1 stresses the ne&essit) $ &re"tin+ str"te+ies th"t +ener"te en+"+e#ent

"nd "%dien&e res!nse th"t is re"$$ir#ed .) #%&h $ the 'iter"t%re; The n%#.ers

!resented ".(e &"n .e seen "s #"ni$est"tins $ en+"+e#ent "nd !"rti&i!"tin in (ie $

the $"&t th"t Y%T%.e (ide res!nses, teets, #%&h 'ess s%.s&ri!tins d nt &#e %t

$ thin "ir, .%t "re !rd%&ts $ "&tins; 9hi'e 4en7ins 12// re.%ts the e-isten&e $ "

s'id $r"#er7, !%ttin+ TS in the &nte-t $ "d(ertisin+ ent"i's the ne&essit) $ "

str"te+) "nd " +ener"' dire&tin;

//


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A%dien&es "nd $"ns "re seen "s essenti"' !'")ers in TS; H%"n+ 122, D"(is

12/1, Bedds 12/1 "nd 4en7ins 1223, 1228, 12// "'' re!e"ted') reiter"te this 7e)

r'e "nd h i#!rt"nt it is th"t "%dien&es .e dr"n t the #"teri"'; 4en7ins, in his

&'"ri$i&"tin $ Tr"ns#edi" "nd TS #entins h its $%n&tin is t ?$$er ."&7str), #"!s

$ the r'd, $$er %s ther &h"r"&ters !ers!e&ti(es n the "&tin, "nd dee!en "%dien&e

en+"+e#ent@ 12//; In ther rds, de(e'!in+ the n"rr"ti(e i#!'e#ented in TS $r the

"%dien&e; D"(is 12/1 $r"rds the ?&##n desired %t&#es@ $ TS, hi&h "re 'ess

".%t str) "nd #re ".%t e'i&itin+ &ert"in res!nses $r# the "%dien&e; He n"#es

?"%dien&e ')"'t), &riti&"' "&&'"i#, ('%nteerin+, dn"tin+, r (tin+@ 12/1;

Partc+at#! a!' E!"a"&%&!t

9hen 4en7ins s")s, ?dee!en "%dien&e en+"+e#ent@ "n "ss%#!tin th"t &"n "rise

is th"t the $"ns ere "'re"d) !re(i%s') en+"+ed "nd th"t TS is .n%s #"teri"' $r their

&ns%#!tin "nd en)#ent, here"s D"(is #"7es TS %t t .e " t' t "&hie(e &ert"in

ends th"t n') the "%dien&e &"n +i(e;

The ter#s, ?en+"+e#ent@ "nd ?!"rti&i!"tin@ "re thrn "r%nd "&rss the ."rd

$ten "s s)nn)#s hen this sh%'d nt .e the &"se; En+"+e#ent is "n "&tin $ "

?!"ssi(e "%dien&e@ D"(is, 12/1, 4en7ins, 12// hi'e !"rti&i!"tin is "n "&ti(e, &re"ti(e

&ntri.%tin .) $"ns "nd $"n &##%nities; D"(is, 12/1; S"shis 12/1 dis&%ssin n

.r"nd ')"'t), .rin+s $r"rd the 4en7ins 12// .e'ie$ th"t, ?The 'e"st en+"+ed "%dien&e

/1


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#e#.ers n') e-!erien&e "nd inter!ret " #edi" te-t, hi'e the #st hi+h') en+"+ed

&''".r"te, #der"te dis&%ssins, "nd 'e"d de(e'!#ents;@ 12// ?In &ntr"st, $"ns "re

&nsidered t .e ide"' &%st#ers .e&"%se the) tr"(e' in e"si')‐identi$i".'e rese"r&hers,

i''in+') e-!ressin+ their interests, ("'%es, "nd &n&erns, "nd the) de(e'! strn+

e#tin"' .nds ith the $ir#s .r"nd "nd !rd%&ts;@ S"shi, 12/1; As "n) .r"nd ')"'t)

'e&t%rer i'' te'' )%, re!e"t &%st#ers "re $"r #re ("'%".'e th"n ne nes;

9hi'e there is " !re$eren&e $r the !"rti&i!"tr) 'e(e' in ter#s $ "%dien&es this is

nt t s") th"t en+"+e#ent itse'$ is " 'esser ("'%e; On the &ntr"r), en+"+e#ent is "n

".s'%te ne&essit); 4en7ins 12// e(en +es "s $"r "s s")in+ th"t ?dee!enin+

en+"+e#ent@ is ne $ the $%n&tins $ TS; A$ter "'', h d $"ns r !"rti&i!"nts e-ist

ith%t $irst .ein+ en+"+ed in the #"teri"'J

Tr"ns#edi" str)te''in+s inte+r"tin int the re"'# $ "d(ertisin+ !ses #"n)

!ints $ in*%ir); =ee!in+ in #ind th"t n de$initi(e $r"#er7 $r TS is in !'"&e "s $

)et, it "s interestin+ t "s7 h the Ann" B"n"n" &"#!"i+n "s ".'e t +ener"te s%&h "

hi+h 'e(e' $ res!nse; The disse&tin $ the !r&ess %sed t &re"te " TS "d(ertisin+

str"te+) th"t "s ".'e t en+"+e "nd en&%r"+e !"rti&i!"tin i'' .e .ene$i&i"' t $%t%re

%sers "nd st%dents $ the !hen#enn; Interestin+ "s e'' "re the $indin+s re+"rdin+ the

de."te .e+%n .) 4en7ins "nd D"(is ".%t the $%n&tin $ TS re+"rdin+ the "%dien&e

es!e&i"'') hen 'in7ed t the dis&%ssin n !"rti&i!"tin "nd en+"+e#ent;

/3


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B, Stat&%&!t #* t)& Pr#bl&%

H des tr"ns#edi" str)te''in+ .rin+ ".%t "%dien&e !"rti&i!"tinJ

• Is !"rti&i!"tin "n e$$e&t $ en+"+e#ent r "nther e'e#entJ

• Is "%dien&e !"rti&i!"tin !"rt $ h"t #"7es " s%&&ess$%' &"#!"i+n r is it "n

%t&#e $ " s%&&ess$%' &"#!"i+nJ

• H des ne identi$) " !rd%&t $ "%dien&e !"rti&i!"tinJ 9h"t &riteri" r

distin+%ishin+ &h"r"&teristi&s #%st .e .ser(edJ

/


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C, R&s&arc) Ob-&ct.&s

• T !in!int the e'e#ents $ " TS "d(ertisin+ &"#!"i+n

• T dis&(er i$ "%dien&e !"rti&i!"tin is " t' r "n e$$e&t $ " TS "d(ertisin+

&"#!"i+no I$ t': T des&ri.e "%dien&e !"rti&i!"tin "nd its &ntri.%tins

o I$ e$$e&t: T st%d) the h the inter!'") $ e'e#ents res%'ted in "%dien&e

!"rti&i!"tin

• T &re"te " &he&7'ist $ &riteri" $r identi$)in+ e-"#!'es $ "%dien&e !"rti&i!"tin

D, S"!*ca!c& #* t)& St$'(

/


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Mst st%dies ".%t tr"ns#edi" str)te''in+ $&%s n h it is "!!'ied in te'e(isin

series "nd #(ies r ther #edi" !rd%&ts th"t .e+"n "s stries hi'e 'itt'e h"s .een s"id

".%t the "!!'i&"tin $ TS in "d(ertisin+ here #edi" !rd%&ts .e+in "s .r"nds,

ser(i&es, &##dities, et&; In the Phi'i!!ines, PLDT M)DSL5s Ann" B"n"n" &"#!"i+n

h"s .'"ed its n tr"i' .) !r(idin+ " n"rr"ti(e $r " ser(i&e, hi&h the "%dien&e &"n

!"rti&i!"te in "&ti(e') "nd its s%&&ess !r(es th"t there is !tenti"' in tr"ns#edi"

str)te''in+;

This st%d) i'' !r(ide " +re"ter %nderst"ndin+ $ tr"ns#edi" str)te''in+ hen

"!!'ied !"rti&%'"r') t the &nte-t $ "d(ertisin+; It is .ene$i&i"' nt n') $r the

&ns%#ers h "re ".'e t t"7e &ntr' $ the &ntent .%t "'s $r "d(ertisers r &'ients

"nd "d(ertisin+ "+en&ies; It is !"rti&%'"r') !r#isin+ t the side $ the "d(ertisers .e&"%se

TS en&%r"+es .r"nd ')"'t) "'n+side !"rti&i!"tin; In C"r'tns "rti&'e, R" G%!t"

12/1, &hie$ str"te+) $$i&er "t MEC Asi"


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The st%d) '7ed int h "%dien&e !"rti&i!"tin de$ines tr"ns#edi" str)te''in+

in the &nte-t $ "d(ertisin+; The rese"r&hers &hse the 6Ann" B"n"n"6 &"#!"i+n $

PLDT M)DSL "s " ."sis $r this st%d) nt n') $r $ its %se $ " tr"ns#edi" thr%+h the

str) $ Dere7, .%t "'s d%e t the &"#!"i+ns s%&&ess; Ar+%".'), this s%&&ess &"n .e

"ttri.%ted t the &"#!"i+ns !!%'"rit) in s&i"' #edi", h it "s ".'e t +ener"te "

'"r+e "#%nt $ !r$it "nd .rin+ in #re s%.s&ri.ers $r its &'ient, "nd the !resti+i%s

""rds it +"rnered, s%&h "s Best Inte+r"ted &"#!"i+n "nd Best S&i"' Medi" &"#!"i+n in

C"nnes;

This rese"r&h '7ed "t the e'e#ents th"t .r%+ht (er"'' s%&&ess t the &"#!"i+n

!"rti&%'"r') h the e'e#ents $ tr"ns#edi" str)te''in+ dr(e the &"#!"i+n t "&hie(e "

hi+h 'e(e' $ interest "#n+ its "%dien&es hi&h 'ed t their "&ti(e !"rti&i!"tin; The

rese"r&hers !"id "ttentin t the !r&ess $ #"7in+ the &"#!"i+n, the $"&trs th"t ere

&nsidered in the &re"tin $ the n"rr"ti(e, "nd h the #edi" th"t ere %sed thr%+h%t

the &"#!"i+n ere se'e&ted;

A 'i#it"tin t this st%d) is th"t it did nt !resent " s)ste# n h t #e"s%re the

e$$e&ti(eness $ " tr"ns#edi" str)te''in+ &"#!"i+n; R"ther, the rese"r&hers &hse t

&nd%&t " st%d) n " s!e&i$i& e-"#!'e, hi&h is &nsidered "s " s%&&ess$%' tr"ns#edi"

str)te''in+ !ie&e, in rder t &ntri.%te t the +rin+ 7n'ed+e $ tr"ns#edi"

str)te''in+ hen "!!'ied t the &nte-t $ "d(ertisin+; 4en7ins 12// !ints %t th"t the

&n&e!t $ tr"ns#edi" is sti'' de(e'!in+ s it is di$$i&%'t t !in dn $r"#er7s "nd

$r#%'"s; In deter#inin+ h t identi$) e-!ressins $ "%dien&e !"rti&i!"tin, this thesis

/0


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did nt + int " dis&%ssin $ *%"'it"ti(e r *%"ntit"ti(e 'e(e's in its &riteri", .%t inste"d

deter#ined hether r nt the &riteri" is !resent in the &"#!"i+n;

CHAPTER /: RE0IEW OF RELATED LITERATURE

/


20/102


Medi" h"s (eered t"rd .rin+in+ %t !"rti&i!"tin .) en+"+in+ "%dien&es "nd

$"n &##%nities De%e, 122 E("ns, 122 4en7ins, 12/3; This &"n .e "ttri.%ted t the

"("i'".i'it) $ #dern te&hn'+ies th"t "'' #edi" t .e&#e #re inter"&ti(e,

e#!erin+ its "%dien&es; In the ne #edi" en(irn#ent 'ess distin&tin &"n .e #"de

.eteen di$$erent #edi" te&hn'+), B'in, / N"!'i, 122 hi&h e-!'"ins the

$'e-i.i'it) $ #edi" td"); Tr"ns#edi" "s .rn %t $ this &h"n+e in #edi" en(irn#ent

"nd 4en7ins 1223 $r#"'') de$ine tr"ns#edi" "s ?the $' $ &ntent "&rss #%'ti!'e

#edi" &h"nne's@

Tr"ns#edi" .e&#es tr"ns#edi" str)te''in+ d%e t its distin&t %se $ " n"rr"ti(e

Bedds, 12/1 Den", 122; The di$$erent #edi" in tr"ns#edi" !er"te n di$$erent

!'"t$r#s, .%t e"(e " n"rr"ti(e t+ether th"t &ntri.%tes t " .i++er str) G"#."r"t,

12/1 4en7ins, 1220 ="%$%r), 12/3; In the &nte-t $ s"! !er"s here tr"ns#edi"

str)te''in+ is $ten "!!'ied, tr"ns#edi" is de$ined .) the %se $ ne "nd #dern

te&hn'+ies $r the s"! !er" t e-!"nd t di$$erent #edi" %t'ets E("ns, 122;

Tr"ns#edi" str)te''in+ is "'s seen in its re'"tin t "%dien&e !"rti&i!"tin;

Be&"%se tr"ns#edi" in('(es the %se $ di$$erent #edi", it "'s .e&#es !en $r

inter"&tin "#n+ its "%dien&es E("ns, 122 De'i&he > Hendersn, 12/3; Li# "nd

Shi 12/1 .e'ie(e th"t, ?tr"ns#edi" str)te''in+ shs the &h"n+es in di+it"' te&hn'+)

"nd h the) h"(e .een "$$e&ted &h"n+es in the 'e(e's $ %ser desire $r in&re"sed

!"rti&i!"tin@; This inter"&ti(it) !resent in tr"ns#edi" str)te''in+ nt n') "''s its

"%dien&es t !"rti&i!"te in the n"rr"ti(e, .%t "'s &ntri.%te t it "s " h'e;

/


21/102


F"ns &ntri.%te t the n"rr"ti(e $ tr"ns#edi" str)te''in+ thr%+h !"rti&i!"tr)

"&ti(ities s%&h "s dis&%ssin "nd &re"tin Bedds, 12// E("ns, 122 4en7ins, 12/3

="%$%r), 12/3; Dis&%ssins %s%"'') in('(e $"ns h"(in+ &n(ers"tins n'ine n $r%#s

r e.sites hi'e &re"tin is $ten dne thr%+h "rtr7s r $"n$i&tin; S#e nt".'e

e-"#!'es $r tr"ns#edi" str)te''in+ "re The Matrix Bedds, 12/1 Den", 122

4en7ins 1223 ="$%r), 12/3 , Pokemon 4en7ins, 1223 , Sofia’s Diary G"#."r"t,

12/1 "nd Resident Evil Bedds 12/1 here the #"teri"'s n $"ns &ntri.%ted t

the +r"nd n"rr"ti(e $ the #edi" !rd%&t; Besides the e'e#ent $ n"rr"ti(e !resent in these

#"teri"'s, "%dien&e !"rti&i!"tin sh%'d .e &nsidered in th"t it e-!"nds the e-!erien&e $

the "%dien&e $ the n"rr"ti(e r"ther th"n the "%dien&es .ein+ #ere') s!e&t"trs r (ieers

$ these shs;

E(en the r'd $ "d(ertisin+ re&+nies this !hen#enn $ "%dien&e

!"rti&i!"tin "s #"n) &ns%#ers &h"n+e $r# .ein+ !"ssi(e (ieers t #re in('(ed

"nd &ntr''in+ "+ents Den+, 12/1; D%rin+ the "+e $ #"ss #edi", the re'"tinshi!

.eteen the "%dien&e "nd the #"r7eter "s ne


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these te&hn'+i&"' "d("n&e#ents, &ns%#ers &"n n &hse hi&h #edi%# t

&ns%#e "nd "'s +i(e $eed."&7 i##edi"te'); It &#es "s n s%r!rise th"t neer $r#s $

inter"&ti(it) "re e#er+in+ th"t in('(es "%dien&es in the !rd%&tin !r&ess $ the &ntent

"s !"rt $ their &ns%#!tin;

In "d(ertisin+, tr"ns#edi" str)te''in+ is "'s &nsidered ne $ the #"n) $r#s $

!"rti&i!"tr) r inter"&ti(e "d(ertise#ents Den+, 12/1; Si#i'"r t h $"ns $ s"!

!er"s r #(ies en+"+e the#se'(es in !"rti&i!"tr) "&ti(ities in tr"ns#edi" str)te''in+

#"teri"'s, &ns%#ers n h"(e #re &ntr' (er the "d(ertise#ents the) re&ei(e d%e t

the "d(ertise#ents inter"&ti(it);

Anther &h"r"&teristi& $ tr"ns#edi" str)te''in+ in re'"tin t "d(ertisin+ is th"t it

is ".'e t $$er its &ns%#ers #re th"n ne ") t !"rti&i!"te "nd inter"&t ith the

"d(ertise#ents Den+, 12/1 4en7ins, 1220; Cns%#ers &"n $ree') &hse hi&h

#edi%# the) "nt t &ns%#e, hether the) "re %sin+ n') ne #edi%# r en+"+in+ it

n #%'ti!'e !'"t$r#s;

Se(er"' st%dies h"(e !inted %t i#!rt"nt di#ensins t &nsider in the %se $

tr"ns#edi" str)te''in+; E("ns 1220 #entins th"t the "%dien&e sh%'d nt n') .e

""re $ their r'e, .%t "'s $ h inter"&ti(e the #edi%# is; On the ther h"nd, Ln+

1220 identi$ies t $"&trs th"t "'' the &n&e!t $ ?r'd


23/102


$ 5%n&ert"int), #)ster), r d%.t5 in the "%dien&e6 Ln+, 1220 hi'e #i+r"tr) &%es "re

%sed t "id the "%dien&e t #(e $r# ne #edi%# t "nther;

CHAPTER : THEORETICAL 2 CONCEPTUAL FRAMEWORK

St#r&s Acr#ss M$lt+l& M&'$%s

11


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Henr) 4en7ins rte ".%t h &hi'dren n de"' ith str)te''in+ di$$erent')

Ln+, 1220; 4en7ins #entins h !e!'e %sed t .e &ntent ith %st "t&hin+ " TV

sh r #(ie, .%t 7ids n"d")s en) the e-!erien&e $ h"(in+ t &ns%#e di$$erent

#edi" !'"t$r# $ " $r"n&hise "nd tr)in+ t .rid+e the ("ri%s in$r#"tin the) &#e

"&rss $r# these e-!s%res 1220;

?In tr"ns#edi" str)te''in+, the $irst &h"!ter $ " n"rr"ti(e #i+ht .e " TV sh,

the se&nd " $i'#, "nd the third " (ide +"#e;;;@ 4en7ins "s &ited in Ln+, 1220;

4en7ins &ited The Matrix "s "n e-"#!'e $ " $r"n&hise "nd he t"'7ed ".%t h its

&re"trs, the 9"&hs7i .rthers .ser(ed "nd %sed di$$erent #edi" s%&h "s &#i&s,

(ide +"#es "nd thers, t e-tend the str) 1220; Din+ this "'s ?!r(ided #%'ti!'e

!ints $ entr) t the n"rr"ti(e $r"n&hise@ 4en7ins "s &ited in Ln+, 1220

The $r"#er7 th"t i'' .e %sed in this thesis is Henr) 4en7ins st%d) $

Cn(er+en&e C%'t%re; In his .7, Cn(er+en&e C%'t%re: 9here O'd "nd Ne Medi"

C''ide, 4en7ins dis&%ssed three ide"s: #edi" &n(er+en&e, !"rti&i!"tr) &%'t%re "nd

&''e&ti(e inte''i+en&e 4en7ins, 1228; 9e +i(e !"rti&%'"r e#!h"sis t his dis&%ssin n

tr"ns#edi" str)te''in+ "s it is "t the (er) &re $ Cn(er+en&e C%'t%re;

C#!t&!t C#%!" T#"&t)&r

13


25/102


Cn(er+en&e is ?the $' $ &ntent "&rss #%'ti!'e #edi" !'"t$r#s, the

&!er"tin .eteen #%'ti!'e #edi" ind%stries, "nd the #i+r"tr) .eh"(ir $ #edi"

"%dien&es h i'' + "'#st "n)here in se"r&h $ the 7inds $ entert"in#ent

e-!erien&es the) "nt@ 1228; It is i#!rt"nt t &'"ri$) th"t &n(er+en&e, "s 4en7ins

rte, sh%'d nt .e ?%nderstd !ri#"ri') "s " te&hn'+i&"' !r&ess .rin+in+ t+ether

#%'ti!'e #edi" $%n&tins ithin the s"#e de(i&es@ 1228; A&&rdin+ t the Ches7in

Rese"r&h re!rt in 1221 in 4en7ins .7, this "s the 'd %nderst"ndin+ $ h"t

&n(er+en&e is, th"t ne de(i&e i'' .e in(ented $r# "'' the ther de(i&es "nd i'' h"(e

"'' the $%n&tins $ these de(i&es, hi&h 4en7ins 'i7ened it t " %ni(ers"' re#te;

This is $"r $r# h"t e "re seein+ td"), .e&"%se ?h"rd"re is di(er+in+ hi'e

the &ntent &n(er+es@ 1228; 4en7ins "dded th"t &n(er+en&e ?re!resents " &%'t%r"'

shi$t@ here the "%dien&e is ?en&%r"+ed t see7 %t ne in$r#"tin "nd #"7e

&nne&tins "#n+ dis!ersed #edi" &ntent@ 1228;

Act.& A$'&!c& Partc+at#!

4en7ins "'s .rin+s $r"rd the i#!rt"n&e $ Cns%#er P"rti&i!"tin "nd ent

"s $"r "s s")in+ th"t the ?&ir&%'"tin $ #edi" &ntent "&rss di$$erent s)ste#s,

&#!etin+ #edi" e&n#ies, "nd n"tin"' .rders de!ends he"(i') n the &ns%#ers

"&ti(e !"rti&i!"tin@ 1228; Cns%#ers "nd Medi" !rd%&ers d nt e-ist n se!"r"te

'e(e's .e&"%se n the) "re !"rti&i!"nts h inter"&t, th%+h this re'"tinshi! is sti'' nt

$%'') &'e"r; The !"rti&i!"nts "re nt ne&ess"ri') e*%"'; Td") !"rti&i!"tr) &%'t%re is nt

1


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the s"#e "s hen #edi" "s %st .ein+ (ieed !"ssi(e') 1228; The &n&e!t $

!"rti&i!"tin, "s dis&%ssed .) 4en7ins, is (it"' in e-!'rin+ Tr"ns#edi" Str)te''in+ "nd

h it enti&es !e!'e t en+"+e in !"rti&i!"tin "nd &"n !r(ide "n insi+ht "t the end "s t

h "d(ertisers &"n &re"te #"teri"'s th"t i'' .rin+ the "%dien&e $r# #ere en+"+e#ent

t !"rti&i!"tin;

T)& Ma! !#t t)& Mac)!&

Gi(en "'' these, &n(er+en&e des nt &#e thr%+h #edi" "!!'i"n&es, "s 4en7ins

&"''s the#; ?Cn(er+en&e &&%rs ithin the .r"ins $ indi(id%"' &ns%#ers "nd thr%+h

their s&i"' inter"&tins ith thers@ 1228; 9e e"&h +et !ie&es $ in$r#"tin $r# %r

e-!s%re t #edi", stre the# "nd %ti'ie this in$r#"tin t %nderst"nd %r !ersn"'

'i(es; O$ &%rse, %r .r"ins &"n n') h"nd'e s #%&h sin&e there is t #%&h in$r#"tin,

hi&h #e"ns th"t this .e&#es "n in&enti(e $r %s t t"'7 ith thers ".%t the #edi" e

"re e-!sin+ %rse'(es t 1228; Cns%#!tin ?h"s .e&#e " &''e&ti(e !r&ess@ r

h"t 4en7ins in his .7 re$ers t "s C''e&ti(e Inte''i+en&e, " ter# &ined .) Pierre

L(), " Fren&h &).ertherist; As &ns%#ers e sh"re the .its $ in$r#"tin e h"(e

ith e"&h ther es!e&i"'') sin&e there is n ") th"t there is s#ene h h"s 7n'ed+e

$ e(er)thin+ 1228;

4en7ins re&"''s " ti#e in /22s hen the di+it"' re('%tin "s '#in+ "nd there

"s " .e'ie$, ?th"t ne #edi" "s +in+ t !%sh "side 'd #edi"@ 1228; Lis" Gite'#"n

!resents " t


27/102


On the $irst, " #edi%# is " te&hn'+) th"t en".'es

&##%ni&"tin n the se&nd, " #edi%# is " set $

"ss&i"ted !rt&'s r s&i"' "nd &%'t%r"' !r"&ti&es th"t h"(e

+rn %! "r%nd th"t te&hn'+) 1228;

4en7ins s"id th"t n&e " #edi%# is ".'e t "ddress " h%#"n need, then ? it &ntin%es t

$%n&tin ithin the '"r+er s)ste# $ &##%ni&"tin !tins@ 1228; This is h) 'd

#edi" "re nt re!'"&ed, .%t "re "ssi+ned t di$$erent r'es;

?Cn(er+en&e is t"7in+ !'"&e ithin the s"#e "!!'i"n&es, ithin the s"#e

$r"n&hise, ithin the s"#e &#!"n), ithin the .r"in $ the &ns%#er, "nd ithin the

s"#e $"nd#@ 4en7ins, 1228;

C#!.&r"&!c& C$lt$r& ! A!!a Ba!a!a

The Ann" B"n"n" &"#!"i+n %sed #%'ti!'e !'"t$r#s n"#e') te'e(isin, r"di,

!rint, %t $ h#e "nd di$$erent Internet sites; 9ith the %se $ Henr) 4en7ins &n&e!t $

#edi" &n(er+en&e the +r%! st%died the di$$erent #edi" in the &"#!"i+n "nd h e"&h

#ess"+e ere t"i'red t $it their &rres!ndin+ #edi%#; This "'s he'!ed in

%nderst"ndin+ h the need $ #%'ti!'e #edi" t s"tis$) the "%dien&e 1228;

Henr) 4en7ins &n&e!t $ &''e&ti(e inte''i+en&e "s %sed in "n"')in+ the

inter"&tin $ the "%dien&es, #re i#!rt"nt') the ?Be the ne-t Ann"@ &#!etitin

!"rti&i!"nts "nd h the) !r&essed the &"#!"i+n 1228;

18


28/102


The '"st &n&e!t th"t is !"rti&i!"tr) &%'t%re "s %sed t see h &##%ni&"tin

ith the "%dien&e is t


29/102


Usin+ Ann" B"n"n" "s " &"se st%d) "nd 4en7ins ther) n tr"ns#edi"

str)te''in+, the rese"r&hers #"de !ri#"r) %se $ in S""t&hi; She is the &!)riter res!nsi.'e $r Ann" B"n"n"s res!nse

"nd "s !"rt $ the !r&ess $ #"7in+ the &"#!"i+n, !"rti&%'"r') !h"se t; She "s

!ri() t the +"'s "nd str"te+ies the "+en&) $&%sed n in the &re"tin $ the &"#!"i+n;

Thr%+h the "nsers +i(en .) the "+en&), the rese"r&hers ere ".'e t deter#ine

the e'e#ents $ TS !resent in the &"#!"i+n; This "s "n"')ed t+ether ith e-istin+

st%dies, hi&h t"'7 ".%t the di#ensins $ tr"ns#edi" str)te''in+; The rese"r&hers &"#e

%! ith " set $ &riteri" th"t i'' he'! identi$) "nd e("'%"te the !"rti&i!"tin !rd%&ts the

"+en&) %sed ."sed n the res%'ts .r%+ht .) the &"#!"i+n;

The $%r !"rti&i!"nts $ the 6Be Dere7s Ne Ann"6 &#!etitin th"t h"d the

hi+hest (ies n the e.site, in&'%din+ the inner $ the &ntest ere "'s inter(ieed t

+"ther insi+hts n h) the) !"rti&i!"ted in the s"id &#!etitin; This !"rt $ the

#ethd'+) de"'t ith the "%dien&e !"rti&i!"tin in the tr"ns#edi" str)te''in+

&"#!"i+n; The *%estins th"t "s +i(en t the $%r !"rti&i!"nts !"id "ttentin t h) the)

1


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ined the &#!etitin "s e'' "s h"t $"&trs in the ?Ann" B"n"n"@ &"#!"i+n

en&%r"+ed the# t &re"te &ntent "nd !"rti&i!"te in the ?Be Dere7s Ne Ann"@

&#!etitin;

In 'i+ht $ the $"&t th"t the !"rti&i!"nts th"t ere inter(ieed "re .eteen "+es

$i$teen t se(enteen, the rese"r&hers h"d t t"7e #e"s%res th"t ens%red th"t the

"!!r!ri"te inter(ie ethi&s ere .ser(ed; A&&rdin+ t the ESOMAR 9r'd Rese"r&h

Cdes > G%ide'ines Inter(iein+ Chi'dren And Y%n+ Pe!'e /, " !ersn .eteen

the "+es $ $%rteen t se(enteen is &nsidered " )%n+ !ersn the !"rti&i!"nts $e'' %nder

this .r"&7et; It is nt ne&ess"r) t se&%re !"rent"' &nsent $r (er


31/102


s&i"' netr7in+ sites "nd #ess"+in+ "!!'i&"tins s "s t #iti+"te !tenti"' &n&erns

!"rents r the !"rti&i!"nts #i+ht h"(e re+"rdin+ $"&e


32/102


A, Pr&s&!tat#! #* F!'!"s

O.&r.&5 #* t)& Ca%+a"!

The rese"r&hers inter(ieed " re!resent"ti(e $r# A&e S""t&hi "nd S""t&hi, Ms;

S"r" B"dr, n Se!te#.er /3, 12/3 ".%t the Ann" B"n"n" &"#!"i+n "nd ?Be Dere7s

Ne Ann"@ &ntest; The inter(ie .e+"n ith Ms; B"dr S; B"dr, Persn"'

C##%ni&"tin, Se!te#.er /3, 12/3 e-!'"inin+ th"t Dere7 Lren, the st"r $ the

&"#!"i+n, "nd his $"#i') in the &##er&i"' ere nt dis&(ered .) the "+en&) r PLDT

.%t ere hired $r this &"#!"i+n; She &n$ir#ed th"t the $irst #edi" !'"t$r# th"t "s

%sed in the &"#!"i+n "s Y%T%.e;

The $irst 'ines $ in*%ir) dire&ted "t Ms; B"dr ere ".%t the "+en&)s &re"ti(e

.rie$ $r the &"#!"i+n "nd the $irst *%estin h"d t d ith h"t the) ere re"'') se''in+;

She s"id th"t it "s %st the DSL internet, .%t the !r.'e# "s h t #"7e PLDT

M)DSL st"nd %t $r# its h#+en%s &#!etitin; The "nser &"#e in the $r# $ the

t"+'ine, ?The strn+est &nne&tins "re "t h#e;@ This .r%+ht the &"#!"i+n dn "n

e#tin"' r%te; It "s di$$erent $r# the &n(entin"' r"tin"' r%te "d(&"ted .) the

&#!etitin th"t ."sted internet s!eeds "nd ther $e"t%res; F'eshin+ this %t, the "+en&)

!%t t+ether " str) ".%t " $"#i') here the "7"rd, .%t ende"rin+ Dere7 .e&#es

s#ene n') his #ther &%'d '(e; This +t the &"#!"i+n the s)#!"th) $ the

"%dien&e;

3/


33/102


Ms; B"dr "s then "s7ed t &h"r"&terie the t"r+et #"r7et; The &"#!"i+n

intended t "ddress #thers "t h#e h ere n%rt%rin+ in n"t%re; The #thers the) h"d

in #ind ere nt te&h


34/102


in "n "#"te%r ") s "s t .e #re re"'isti&; The +en%ine $ee' $ the #"teri"' he'!ed

ende"r it t the "%dien&e; O(er')

str) th"t Dere7 t7 the (ide hi#se'$;

M$lt+l& M&'a Plat*#r%s

The "+en&) !'"nned t e-!"nd this &"#!"i+n t &(er "s #"n) #edi" !'"t$r#s "s

!ssi.'e r in the rds $ Ms; B"dr 12/3, 6e "nt t .e e(er)here;6 This did nt

#e"n .'ind') &hsin+ "'' #edi%#s "("i'".'e, .%t inste"d str"te+i&"'') &hsin+ &ert"in

#edi%#s, hi&h %'d e$$e&ti(e') re"&h " ider s&!e $ "%dien&e;

33


35/102


Fi+%re /; PLDT M)DSL ?S&reen


36/102


Fi+%re 1; V"ri%s t)!es $ #edi" %sed d%rin+ Ph"se One $ the Ann" B"n"n" C"#!"i+n

Dere7s (ide "s #"de t '7 'i7e " h#e (ide; It "s the intentin $ the

"+en&) t #"7e it "!!e"r "s re"' "s !ssi.'e; This is h) the "+en&) "'s h"d Dere75s

## !r#te his (ide thr%+h st"+ed r"di &"''


37/102


Fi+%re 3; V"ri%s t)!es $ #edi" %sed d%rin+ Ph"se T $ the Ann" B"n"n" &"#!"i+n

The n"tin "s enthr"''ed .) the str) $ Dere7 "nd his ## "nd $e't th"t the)

ere re"' !e!'e; S #%&h s th"t " n%#.er $ "%dien&e #e#.ers th%+ht the) ere "

re"' $"#i') th"t "s si+ned .) PLDT t re!resent the# inste"d $ "&trs !retendin+ t .e

" $"#i') S; B"dr, Persn"' C##%ni&"tin, Se!te#.er /3, 12/3;

The se&nd !h"se intrd%&ed the re"' Ann" thr%+h "nther Y%T%.e h#e (ide

See Fi+%re 3, hi&h $e"t%red her !%.'i&') ree&tin+ Dere7 thr%+h sn+; H"(in+ .r7en

Dere7s he"rt, the "+en&) intrd%&ed the, 6Be Dere75s Ne Ann"6 &ntest, hi&h "s

s!re"d "&rss the s"#e #edi%#s "s the !re(i%s !h"se; A e.site "s &re"ted es!e&i"'')

$r this !r# t "&&##d"te n'ine s%.#issins hi'e "&ti("tins ere dne in #"''s

38


38/102


$r 'i(e "%ditins; A'' the (ides s%.#itted r t"7en "t the #"'' inst"''"tins ere

%!'"ded t the e.site;

Des!ite in&'%din+ " 't $ #edi%#s $r this &"#!"i+n th"t r"n+ed $r# tr"ditin"'

t nn


39/102


" res%'t, the "%dien&e .e'ie(ed th"t Dere7 "nd his $"#i') ere re"' "nd s#e !e!'e

&ntin%ed t .e'ie(e the) ere re"' e(en "$ter the &##er&i"' re(e"'ed th"t the $"#i')

"s !"rt $ "n "d(ertisin+ &"#!"i+n;

The "%dien&e "s +i(en the !!rt%nit) t !"rti&i!"te in " di$$erent ") ith the

'"%n&h $ the ?Be Dere7s Ne Ann"@ Cntest; Gir's "+ed thirteen t si-teen &%'d

"%ditin t .e $e"t%red in " &##er&i"' "nd in " '"!t!; As!irin+ &ntest"nts h"d t

?&re"te " (ide n h) the)Q sh%'d .e Dere7s ne Ann" B"n"n"@ S; B"dr, Persn"'

C##%ni&"tin, Se!te#.er /3, 12/3 "nd %!'"d it t Dere7sNeAnn";&#; The) h"d

the !tin t &re"tin+ the (ide "t h#e r t st"nd in $rnt $ " &"#er" "t " #"''

inst"''"tin; Fi$t) t si-t) !"rti&i!"nts &hse t "%ditin "t e"&h $ the #"'' inst"''"tins;

A&&rdin+ t Ms; B"dr, it is the "+en&)s (ie th"t the &ntest"nts ined the &ntest

.e&"%se the inner %'d .e $e"t%red in the te'e(isin &##er&i"' "nd the e.site;

Me"nhi'e, n'ine inter(ies ere &nd%&ted ith $%r !"rti&i!"nts h ined

the ?Be Dere7s Ne Ann"@ &ntest; The) ere $irst "s7ed h r in h"t #edi%# did

the) $irst en&%nter Dere7; M"rit) $ the#, !"rti&%'"r') P"rti&i!"nts, A, B "nd D, $irst

en&%ntered Dere7 thr%+h " TV &##er&i"'; P"rti&i!"nt C, n the ther h"nd, 7ne $

Dere7 thr%+h " r"di &##er&i"' "nd it "s t d")s .e$re the de"d'ine $ the &ntest;

It "s "'s re(e"'ed thr%+h the inter(ie th"t the) h"d di$$erent #ti("tins "s t

h) the) ined the &ntest; P"rti&i!"nt B s"id, ?I th%+ht it %'d .e " +d e-!erien&e

$r #e t %st tr) it@ "nd in "dditin t the e-!s%re in('(ed in inin+ the &ntest,

3


40/102


P"rti&i!"nt A st"ted th"t ?I 'i7e t .e in &##er&i"'s r !rintQ "ds; And I re"'') "nt t

.e " sin+er;@ P"rti&i!"nt C, n the ther h"nd, st"ted th"t their $"#i') r $riends &n(in&ed

her t !"rti&i!"te in the &ntest; Nne $ the !"rti&i!"nts ined .e&"%se $ the "&t%"'

!rie, the '"!t!; The !"rti&i!"nts "'' s"id th"t e(en i$ there h"d .een n !rie in&'%ded in

the &ntest, the) ere sti'' i''in+ t enter;

Beteen the t #ethds $ !"rti&i!"tin+, inter"&tin+ (i" s&i"' #edi" "nd

&re"tin+ " (ide, Ms; B"dr &hse the '"tter "s the !"rti&i!"tr) "&ti(it) th"t "s #re

i#!rt"nt; She !inted %t h #re r7 ent int &re"tin+ the (ide &#!"red t

!stin+ &##ents n Y%T%.e r F"&e.7;

This st"te#ent "s &n$ir#ed .) the inter(ies ith the !"rti&i!"nts h t"'7ed

".%t the !re!"r"tins the) #"de .e$re s%.#ittin+ their &ntest entries; P"rti&i!"nt A

n"rr"ted th"t her d"d he'!ed her &#!se the r"! $r her &(er hi'e P"rti&i!"nt B #"de

her n ')ri&s "nd e(en "s7ed ther !e!'e t (te $r her; P"rti&i!"nt C, n the ther

h"nd, rte "n ri+in"' sn+ "nd e(en s%+ht the he'! $ her 'itt'e .rthers, there.)

in&r!r"tin+ the t"+'ine $ the &"#!"i+n, ?The strn+est &nne&tins "re "t h#e;@

A&&rdin+ t her, ?I ."sed e(er)thin+ n the &riteri" +i(en "ndQ th%+ht th"t i$ I &"#e %!

ith "n ri+in"' sn+ Id h"(e " +d &h"n&e $ innin+ &"%se "'' the ther entries ere

#st') sn+ &(ers; P'%s +ettin+ #) .rthers in('(ed !r(ed th"t the strn+est

&nne&tins "re "t h#e;@

3


41/102


A'' $ the# s%.#itted their entries n'ine "nd the) !re$erred it t the 'i(e

"%ditins in #"''s .e&"%se $ the &n(enien&e "nd it "$$rded the# t .e #re &re"ti(e

ith their entr); P"rti&i!"nt C !"rti&%'"r') s"id th"t ?IQ De&ided t s%.#it #) entr)

n'ine &"%se its #re &n(enient th"t "); A's, h#e (ides "re #%&h #re

!ersn"'ied "nd &re"ti(e; Y% &%'d h"(e se(er"' tri"'s t %n'i7e in #"'' "%ditins;@

It .e&#es "!!"rent h the "+en&) $irst &"!t%red the "%dien&es "ttentin "nd

st"rted .%i'din+ %! " $''in+ $r the &"#!"i+n; H"(in+ +"rnered " de+ree $ !!%'"rit)

"nd en+"+e#ent, the "+en&) then intrd%&ed " ") $r the "%dien&e t .e&#e !"rt $ the

"&tin ith the &ntest; 9ith this, the "+en&) s" "%dien&e !"rti&i!"tin !r!e' the

&"#!"i+n t ne hei+hts, !r(idin+ " ?tist then the +r"nd $in"'e@;

2


42/102


B, I!t&r+r&tat#! #* Data

1, M&'a c#!.&r"&!c&

C#!.&r"&!c& ! A!!a Ba!a!a

Cn(er+en&e, "&&rdin+ t 4en7ins 1228, h"s t d ith 6the $' $ &ntent

"&rss #%'ti!'e #edi" !'"t$r#s6 "nd the 6#i+r"tr) .eh"(ir $ #edi" "%dien&es;6

L7in+ "t the Ann" B"n"n" &"#!"i+n, it "s de'i.er"te') #"de t re"&h "s #"n)

#edi%#s "s !ssi.'e he(er, it "s nt ".%t si#!') !%ttin+ ne"r identi&"' #ess"+es

n e"&h #edi%#;

In Tr"ns#edi" Str)te''in+ it is (it"' th"t the &ntent in e"&h #edi%# &ntri.%tes

t the h'e n"rr"ti(e; 4en7ins "'s #entins the #i+r"tr) .eh"(ir $ the "%dien&e,

hi&h stressed th"t it is ne&ess"r) t '7 int ther #edi%#s s "s t h"(e " .etter

%nderst"ndin+ $ the h'e n"rr"ti(e;

T"7in+ these int &nsider"tin, the "+en&) de&ided t .e+in the &"#!"i+n n "

di$$erent nte; T s%!!rt the Y%T%.e (ide, hi&h "s !sted "t the .e+innin+ $ the

&"#!"i+n, the) &re"ted s&i"' #edi" "&&%nts s%&h n F"&e.7, Titter, "nd B'++er $r

Dere75s ## t #"7e it "!!e"r "s th%+h she "s " re"' !ersn, " re"' #ther h "s

e"+er') !r#tin+ her sn5s (ide n'ine; A%dien&e #e#.ers ere redire&ted t Dere75s

Y%T%.e thr%+h these sites, ther !r#tin"' #"teri"'s in !rint 'i7e .i''."rds,

stre"#ers, "nd $')ers "nd n'ine thr%+h F"&e.7 "ds "nd di+it"' "ds, (ide See Fi+%re

/


43/102


"nd this #(e#ent $r# ne #edi%# t "nther #"7es the h'e n"rr"ti(e #re

si+ni$i&"nt "nd re'e("nt $r the "%dien&e;

Fi+%re ; A'' #edi%#s 'e"d t Dere7s Y%T%.e (ide;

The #ess"+es $r# Dere75s ## e-!'i&it') !r#ted her sn5s (ide "nd the

#ess"+e itse'$ .e&#es h"t Ln+ 1220 &"''s " 6#i+r"tr) &%e;6 It is ne $ the $"&trs

$ his &n&e!t $ ?r'd


44/102


Fi+%re ; ?Be Dere75s Ne Ann"@ Cntest TVC

Mi+r"tr) &%es ere "'s !resent in !h"se t $ the &"#!"i+n herein there "s

" se"r&h $r the ne Ann"; A$ter shin+ Ann"5s res!nse t Dere75s (ide, his 'itt'e

sister #entined there "s " ?Ne Ann"@ "nd ith this, the) intrd%&ed the ?Be Dere7s

Ne Ann"@ &ntest; At the s"#e ti#e, it "s re(e"'ed th"t the) h"d t (isit the e.site,

Dere7sNeAnn";&#, t $ind %t #re ".%t the &ntest det"i's, hi&h $%n&tined "s

"nther #i+r"tr) &%e See Fi+%re ; E(en .i''."rds "nd ther !r#tin"' #"teri"'s

h"d the 'in7 $ the e.site t redire&t the "%dien&e t the e.site hi&h "''ed #re

!!rt%nities $r "%dien&e t $ind %t ".%t the &ntest;

The h'e &"#!"i+n "s e'' th%+ht %t in ter#s $ &hsin+ hi&h #edi%#s

t %se; The) ere "'s ".'e t $%'$i'' their .e&ti(e $ h"(in+ "s #"n) !e!'e "s !ssi.'e

3


45/102


t 7n ".%t Ann" B"n"n"; The) ere ".'e t "rrest the "ttentin $ their t"r+et #"r7et,

"nd "'s "&*%ire res!nses $r# the#;

D.&r"!" M&'a6 C#!.&r"!" C#!t&!t

The de$initin $ &n(er+en&e h"s %nder+ne s#e &h"n+e (er ti#e, $r# h"t

4en7ins 'i7ened t " %ni(ers"' re#te h"s .e&#e 6h"rd"re di(er+in+ hi'e the &ntent

&n(er+es6 1228; It i#!'ies " &h"n+e in #edi" te&hn'+ies "nd &ns%#!tin, hi&h the

"+en&) t7 int &nsider"tin in the e"r'ier !h"se $ the &"#!"i+n; The "+en&) nti&ed "

&h"n+e in "%dien&e .eh"(ir !"rti&%'"r') n'ine "nd th"t !e!'e s!ent #st $ their ti#e

n'ine n Y%T%.e;

On the ther h"nd, this ne de$initin $ &n(er+en&e .e&#es &'e"rer thr%+h

the "!!'i&"tin in "n "d(ertisin+ &"#!"i+n; The di"+r"# $ .th !h"ses $ the Ann"

B"n"n" &"#!"i+n See Fi+%re / i''%str"tes "'' the !'"t$r#s %sed $r this &"#!"i+n th"t

r"n+e $r# tr"ditin"' t nn


46/102


This "s e-e#!'i$ied .) the %se $ Dere75s ## "nd 'itt'e sister; Dere75s ##

"s din+ n'ine !r#tins $ Dere75s (ide; The "+en&) ritin+ the #ess"+es h"d t

.e !"rti&%'"r ".%t the '"n+%"+e she %sed "nd h she !resented herse'$ n'ine; In "'' her

F"&e.7, Titter, Y%T%.e "nd B'++er "&&%nts See Fi+%res 8


47/102


Fi+%re 0; Bern"dette Lrens !st n Pin) E-&h"n+e

Fi+%re ; Bern"dette Lrens F"&e.7 P"+e

8


48/102


Fi+%re ; Bern"dette Lrens Titter

Ph"se t $ the &"#!"i+n in('(ed &re"tin+ " e.site See Fi+%re /2 &nt"inin+

the det"i's "nd #e&h"ni&s $ the &ntest; Inste"d $ si#!') +i(in+ %t the +%ide'ines $r

the !r#, the) %sed the '"n+%"+e $ Dere75s 'itt'e sister t "&t "s i$ she "s the ne

"s7in+ $r it; This #"de stre"#'ined the e-!erien&e $ .rsin+ n'ine "nd e(en "!!')in+

t Be Dere75s Ne Ann" $it ithin the n"rr"ti(e %ni(erse .e&"%se $ the in('(e#ent $

these $i&tin"' &h"r"&ters;

0


49/102


Fi+%re /2; O$$i&i"' 9e.site $r ?Be Dere7s Ne Ann"@ Cntest

The &"#!"i+n is &h"r"&teried .) its %se $ #%'ti!'e #edi%#s t re"&h %t "s

ide "n "%dien&e "s !ssi.'e; Des!ite .r"n&hin+ %t, "'' these e$$rts ere tied t+ether

.) the str) ".%t " .) h "nted t e-!ress his $ee'in+s $r " +ir'; In this "), &ntent

&n(er+es "nd .rin+s t+ether "'' these di$$erent r%tes int ne inte+r"ted &"#!"i+n; It is

in the re'"tinshi! $%nd .eteen the #edi%# "nd the &ntent th"t the str) !'")s "n

inte+r"' r'e in ens%rin+ th"t e(er)thin+ r7s t+ether e$$i&ient') "nd h"r#ni%s');


50/102


/, C#ll&ct.& I!t&ll"&!c&

As #entined in the &n&e!t%"' $r"#er7, 4en7ins 1228 des&ri.ed the ide" $

&''e&ti(e inte''i+en&e "s !e!'e +ettin+ !ie&es $ in$r#"tin $r# the e-!erien&e $

.ein+ e-!sed t #edi"; The) then stre this in$r#"tin "nd %ti'ie it in %nderst"ndin+

their !ersn"' 'i(es; This sit%"tin !resents " di'e##" "s %r .r"ins d nt h"(e the

&"!"&it) t stre "'' the in$r#"tin e"&h thin+ h"s hi&h +i(es %s the in&enti(e t t"'7

ith thers ".%t the #edi" &ntent e e-!se %rse'(es in 1228;

Gat)&r!" K!#5l&'"&

Story

Fr# the de$initin in&%rred ".(e, it #") .e s"id th"t the str) is the ."sis $ the

in$r#"tin r 7n'ed+e th"t !e!'e, es!e&i"'') the "%dien&e, +et $r# e-!sin+

the#se'(es t #edi"; 9hen e '7 "t the ?Ann" B"n"n"@ &"#!"i+n the "d(ertisin+

"+en&) A&e S""t&hi "nd S""t&hi &re"ted $r PLDT M)DSL, the #"in thin+ th"t &"!t%res

the "%dien&es "ttentin "nd 7ee!s the# interested is the str) $ Dere7 Lren; This is

the str) $ ?" 7id h &"n n') .e '(ed .) his n #ther@ S; B"dr, !ersn"'

&##%ni&"tin, Se!te#.er, /3, 12/3 "nd e s" this h"!!enin+ hen Dere7 re"&hed

the /22 hits r (ies $ his Y%T%.e !st thr%+h his #thers &ntin%%s &'i&7in+ $ the

(ide;


51/102


D"(is 12/1 stresses the ne&essit) $ &re"tin+ str"te+ies th"t +ener"te en+"+e#ent

"nd "%dien&e res!nse; C"re$%' &nsider"tin "nd !'"nnin+ $ the str) is " (it"' str"te+)

th"t i'' deter#ine hether r nt the "%dien&e i'' .e en+"+ed; The inter(ie re(e"'ed

th"t the "+en&) "s deter#ined t t"7e "n e#tin"' r%te t distin+%ish the#se'(es $r#

their &#!etitrs h &n&entr"ted n !rd%&t $e"t%res s%&h "s s!eed; It "s re(e"'ed

th"t the str) "s the .i+ ide" $r the# .e&"%se n&e " +d str) is set e(er)thin+ %'d

$"'' int !'"&e;

Ms; B"dr e-!'"ined th"t ith%t " +d str) )% %'d nt +et !e!'e t

!"rti&i!"te .e&"%se the) &"nnt re'"te r &nne&t t the &"#!"i+n; She +es n t s") th"t

!e!'e %'d nt t"7e nti&e e(en i$ the "+en&) !"id "'' the #edi" !'"t$r#s t .r"d&"st

their #"teri"' %n'ess it h"s "n " re"'') +d str) 12/3; This shed the i#!rt"n&e $

the str) $r ith%t its e$$e&ti(eness, then n ne %'d .e interested in +"therin+

in$r#"tin ".%t the &"#!"i+n "nd in$r#"tin %'d nt .e sh"red;

The str) $ the ?Ann" B"n"n"@ &"#!"i+n h"d t + thr%+h " 'n+ !r&ess in

rder t +et it ri+ht $r the "%dien&e "nd the) "&hie(ed this +"' .) t"!!in+ int the

&%'t%re $ Fi'i!ins; Ms; B"dr t"'7ed ".%t h Fi'i!ins '(ed '(e stries "nd s"!

!er" tists 12/3; In&r!r"tin+ these e'e#ents "''ed ?Ann" B"n"n"@ t .e&#e

s#ethin+ th"t &"!ti("ted Fi'i!in "%dien&e; The) "'s dre the &n&e!t $ " &'se

7nitted $"#i') t $%rther ende"r the str) t the "%dien&e; H%"n+ 122, D"(is 12/1,

Bedds 12/1 "nd 4en7ins 1223, 1228, 12// reiter"ted h &r%&i"' it "s th"t the

"%dien&e "s dr"n t the #"teri"'; It is (it"' then th"t the str) is in !'"&e; It ser(es "s

2


52/102


the h7 th"t +ets the "%dien&e t st"rt $ +"therin+ 7n'ed+e ".%t the #edi" &ntent,

st"rtin+ the h'e !r&ess;

Making Sense of It

Underst"ndin+ the #edi" &ntent is !"rt $ the 7n'ed+e +"therin+ !r&ess; Fr

the se&nd !h"se $ the &"#!"i+n, the ?Be Dere7s Ne Ann"@ &#!etitin "s

intrd%&ed; A$ter Ann" ree&ted Dere7, the "+en&) !%t %! " e.site ith " #ess"+e

ritten $r# the !ers!e&ti(e $ the 'itt'e sister tr)in+ t he'! her .rther $ind the ne-t

Ann" .) h'din+ "n "%ditin $r +ir's;

In the inter(ies ith the !"rti&i!"nts the rese"r&hers deter#ined h the) h"d

#"de sense $ the &"#!"i+n hen "nd hether the) $r#ed " &nne&tin ith Dere7;

U!n "s7in+ th"t *%estin, P"rti&i!"nt B "nsered, ?Yes; Be&"%se he rites sn+s $r

s#ene he 'i7es "nd I d th"t t; Th"t5s the $irst "nd n') si#i'"rit) I $%nd .(i%s;@

9hi'e P"rti&i!"nt A th%+ht th"t she %'d $r# " &nne&tin ith Dere7, in the e(ent

th"t he is ".'e t "t&h her (ide $r hi#; P"rti&i!"nt C, h "$ter $indin+ %t ".%t

Dere7 did her rese"r&h ".%t his $"#i'), s"id ?it "s re"'') h"rd t $r+et ".%t hi#;@

This shed the !"rti&i!"nts re&e!tin $ Dere7 "nd h he &"#e "&rss t the "%dien&e;

This !"rt $ #"7in+ sense $ the #edi" &ntent is i#!rt"nt .e&"%se this shed the 7ind

$ in$r#"tin the "%dien&e re&ei(ed "nd this in$r#"tin i'' in "'' 'i7e'ihd .e h"t

the) i'' sh"re ith thers;

/


53/102


The (ides the !"rti&i!"nts sent r %!'"ded t in the &#!etitin &"n "'s .e

%sed t deter#ine h the) #"de sense $ the #edi" &ntent in the &"#!"i+n; The

inner $ the &#!etitin, P"rti&i!"nt C, h"d her .rthers "!!e"r in her (ide; B)

in&'%din+ her $"#i') in the (ide, she inte+r"ted PLDT #)DSLs t"+'ine ?strn+est

&nne&tins "re "t h#e@; A+"in, this !ints t the &ntent th"t the !"rti&i!"nt "&*%ired

"nd !r&essed $r# the #edi" she "s e-!sed t;

G"therin+ in$r#"tin thr%+h #edi" &ntent "nd #"7in+ sense $ it indi&"tes

en+"+e#ent; En+"+e#ent is "n "&tin $ " ?!"ssi(e "%dien&e@ D"(is, 12/1; The

"%dien&e t"7es in h"te(er the #edi" the) "re e-!sed t "re sendin+ "nd i$ the str) "nd

str"te+) %sed t +et the "ttentin $ the "%dien&e s%&&eeds then this in$r#"tin i'' .e

!r&essed t #"7e sense t the "%dien&e 4en7ins, 12//;

S)ar!"

C''e&ti(e inte''i+en&e "'s de"'s ith sh"rin+ this in$r#"tin +"thered $r# the

#edi" &ntent .e&"%se n ne !ersn &"n 7n e(er)thin+ 4en7ins, 1228; H%"n+

122 rte ".%t h $"ns t"'7 ".%t, sh"re "nd !r#te their $"nd#s "&rss di$$erent

#edi", inter"&tin+ ith $e'' $"ns .rin+in+ it &'ser t ther "%dien&es;

This sh"rin+ !r&ess h"s t i#!rt"nt !'")ers, the $irst is the Se'$ "nd the se&nd

is the Other; The Se'$ is in('(ed ith t"7in+ r re&ei(in+ ther !e!'es th%+hts "nd

tr"ns'"tin+ the# int h"t the se'$ .e'ie(es; The Other h"s the &re"trs ser(in+ "s

1


54/102


#der"trs "nd the ther !e!'e &#!risin+ the "%dien&e; These &n&e!ts $ Se'$ "nd

Other ere deri(ed $r# h"t "s !er&ei(ed in the &"#!"i+n;

Ms; B"dr 12/3 e-!ressed th"t the "+en&) "nted the &"#!"i+n t + (ir"' "nd

this #"ni$ested itse'$ .) the end $ the $irst !h"se; It es&"'"ted hen the se&nd !h"se $

the &"#!"i+n ith the ?Be Dere7s Ne Ann"@ &ntest &"#e t !'"); The !"rti&i!"nts

%!'"ded their n (ides r ent t the #"''s t sht their n (ides t .e Dere7s

ne Ann" 12/3; This is " &'e"r e-hi.itin $ the Se'$


55/102


%ni(erse; The) h"d t &ntr' the in$r#"tin .ein+ !sted "nd sh"red n') h"t "s

&nsistent t &"#!"i+ns &"nn "nd #"int"in the "!!e"r"n&e $ "%thenti&it);

The "+en&)s se"r&h $r the ne-t Ann" "'s shed th"t the) "nted the "%dien&e

t sh the# h"t 7ind $ Ann" the) "nted Dere7 t h"(e; This "'s shed th"t the

"+en&) needed the &!er"tin $ the "%dien&e t "&hie(e &ert"in ends;

This is &nsistent ith D"(is 12/1 dis&%ssin re+"rdin+ h"t Tr"ns#edi",

hi&h in&'%des Tr"ns#edi" Str)te''in+, ishes t "&hie(e; He s")s th"t, ?tr"ns#edi"

"%dien&e en+"+e#ent str"te+ies '"r+e') see7 t e'i&it $"n 'i7e .eh"(ir ent"i'in+

!s)&h'+i&"' in(est#ent "nd s&i"' in('(e#ent in s!re"din+, distri.%tin+,

&##entin+ n, "nd &re"tin+ #edi" &ntent@ D"(is, 12/1; In &''e&ti(e inte''i+en&e "s

.ser(ed in the Ann" B"n"n" &"#!"i+n, en+"+e#ent "s dr"n $r# the +"therin+ $

in$r#"tin r 7n'ed+e in #edi" &ntents; Sh"rin+ the in$r#"tin stren+thens the

"%dien&es en+"+e#ent "nd %nder &ert"in &ir&%#st"n&es, en+"+e#ent &"n 'e"d t "&ti(e

!"rti&i!"tin;

4en7ins 12// s%!!rts this ith his .e'ie$ th"t ?the 'e"st en+"+ed "%dien&e

#e#.ers n') e-!erien&e "nd inter!ret " #edi" te-t, hi'e the #st hi+h') en+"+ed

&''".r"te, #der"te dis&%ssins "nd 'e"d de(e'!#ents@ 12//; He s")s th"t

?dee!enin+ en+"+e#ent@ is ne $ the $%n&tins $ TS 12//; This is "ttri.%ted t the

de(e'!#ent $ "n "&ti(e !"rti&i!"tr) &%'t%re in the "%dien&e;


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, Partc+at#r( C$lt$r&

Mre "nd #re, "d(ertisin+ "nd #edi" in +ener"' is #(in+ t"rd " &%'t%re $

!"rti&i!"tin .eteen &ntent "nd the "%dien&e De'i&he, Hendersn, "nd 4en7ins,

122; Li# "nd Shi 12/1 .e'ie(e th"t, ?tr"ns#edi" str)te''in+ shs the &h"n+es in

di+it"' te&hn'+) "nd h the) h"(e .een "$$e&ted &h"n+es in the 'e(e's $ %ser desire

$r in&re"sed !"rti&i!"tin;@ This is e"si') !er&ei(ed in the ste"d) rise $ inter"&ti(e

"d(ertisin+ &"#!"i+ns in re&ent )e"rs;

The "d(ertisin+ ind%str) re&+nies th"t ne


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"%dien&e +"ins "&&esses the &ntent, &ns%#es it, "nd !r&esses it intern"''); The

en+"+e#ent re"'') &#es in "t the $in"' ste! here the "%dien&e tries t #"7e sense $

h"t the) &ns%#ed "nd this h!e$%'') 'e"ds t the# t"7in+ "n interest in the &ntent;

It #"7es sense th"t en+"+e#ent &#es $irst .e&"%se the "&tins t"7en in

!"rti&i!"tin &"nnt h"!!en ith%t $irst, en+"+in+ the &ntent; B'+ !sts, &##ents,

reteets, !siti(e "nd ne+"ti(e re"&tins hether ritten, r"' r di+it"', "nd the 'i7e i''

nt e-ist; Veri'), the !int $ &re"tin+ the &ntent t .e+in ith "s t e'i&it &ert"in

res!nses $r# the "%dien&e; En+"+e#ent ent"i's ?!s)&h'+i&"' in(est#ent@ D"(is,

12/1 th"t .rin+s ".%t !"rti&i!"tin in the $r# $ ?s&i"' in('(e#ent in 5s!re"din+5,

distri.%tin+, &##entin+ n, "nd &re"tin+ #edi" &ntent;@ 12/1

Partc+at#! Ma'& Ma!*&st

P"rti&i!"tin &"n &#e in #"n) $r#s; C##n e-"#!'es "re &##ents, sh"res,

dn"tins, "nd $"n r7s; T .e &%nted "s " #"ni$est"tin, the e-!ressin #%st .e

!er&ei(".'e, "%dien&e


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Gi(en th"t it is ?A%dien&e P"rti&i!"tin,@ !e!'e in the "%dien&e #%st &re"te the

e-!ressin "nd nt the ri+in"' &ntent &re"tr, hi&h is in this &"se the "d(ertisin+

"+en&); I$ the "%dien&e des nt &re"te the &ntent then the &##%ni&"tin &ntin%es t

.e ne


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*%"'ities t the #"ni$est"tins; The !%r!se $ en%#er"tin+ the# here is t sh hi&h

e-!ressins ere %sed t identi$) the &riteri" $r e-"#!'es $ "%dien&e !"rti&i!"tin;

Conversations

In the inter(ie, Ms; B"dr nted th"t the #st inter"&tin .eteen the &ntent "nd

the "%dien&e "s n'ine "nd !e!'e ?either '(ed r h"ted Dere7 s the) e-!ressed thse

$ee'in+s@ 12/3; 9hen Ann"s (ide re!') t Dere7 "s re'e"sed there "s " s%r+e $

ne+"ti(e $ee'in+ t"rds her in the (ide &##ents; A%dien&e #e#.ers %'d e-!ress

their h"tred $r the +ir' "nd t7 !ersn"' $$ense; These &##ents &h"r"&teried the

"%dien&es res!nse $r the $irst !h"se $ the &"#!"i+n;

This de#nstr"ted h the ri+in"' &ntent "s ".'e t e'i&it re"&tins $r# the

"%dien&e; This "s seen in the &##ents n the Y%T%.e (ides, teets "nd reteets n

Titter, sh"res n s&i"' #edi", "nd rd


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9h"t "s %ni*%e t the &"#!"i+n "s th"t "n e-!ressin $ &re"ted &ntent,

n"#e') the (ide entries, ere ".'e t tr"ns&end %st .ein+ !"rt $ the &n(ers"tin ".%t

the &ntent;

This &"#!"i+n t7 !"rti&i!"tin t " hi+her 'e(e' .) nt n') inter"&tin+ ith the

"%dien&e, .%t "'s +"(e the# "n !!rt%nit) t 'iter"'') .e !"rt $ the &ntent; The

&"#!"i+n "s he"(i') re'i"nt n #"7in+ the &ntri(ed '7 +en%ine; It "s "n ins!ired

#(e n the !"rt $ the "d(ertisin+ "+en&) t .rin+ "n "%thenti& "%dien&e #e#.er int

the !i&t%re; It "ddressed the "+en&)s need t $ind s#ethin+ th"t %'d ?#"7e this

$i&tin"' thin+, re"'@ S; B"dr, Persn"' C##%ni&"tin, Se!te#.er /3, 12/3 "nd

&h"r"&teried the se&nd !h"se $ the &"#!"i+n;

Gra( Ar&a

The distin&tin .eteen en+"+e#ent "nd !"rti&i!"tin is nt "'")s &'e"r


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T)& Call t# Partc+at#!

The ste! .rid+in+ en+"+e#ent "nd !"rti&i!"tin is the in(it"tin t !"rti&i!"te;

This &"n .e i#!'i&it in the #edi%# s%&h "s 'i7e .%ttns, &##ent .-es, "nd sh"re 'in7s

r it &"n .e "&t%"' in(it"tins t !"rti&i!"te #%&h 'i7e the &"'' $r s%.#issins $r the

&ntest;

B"dr "d#its th"t the "+en&) "s initi"'') "$r"id th"t the) %'d nt re&ei(e

en%+h s%.#issins "nd th"t the) %'d h"(e t &"st "&trs t &re"te !retend "%ditins

12/3; Their entire te"# "s s%r!rised t $ind %t th"t the) did nt need t "s the)

re&ei(ed "n (erhe'#in+ res!nse $r# the "%dien&e; O(er 22 entries ere s%.#itted

n'ine "nd &''e&ted in #"'' inst"''"tins;

Other e'e#ents &"#e int enti&in+ "%dien&e #e#.ers t &re"te &ntent, ?Its "

#i-t%re $, I# din+ this $r Dere7, .e&"%se I 'i7e his &h"r"&ter r I# din+ this s I

&"n +et the 'i#e'i+ht "nd it "s s e(ident@ S; B"dr, Persn"' C##%ni&"tin,

Se!te#.er /3, 12/3; This is s%!!rted .) s%!!'e#ent"r) inter(ies &nd%&ted ith

s#e $ the !"rti&i!"nts, "'' $ the# res!nded s")in+ th"t +ettin+ #edi" e-!s%re "s "

#"r $"&tr in de&idin+ t !"rti&i!"te;

8/


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El&%&!t .s, E**&ct

The i#!rt"n&e $ the !"rti&i!"tr) "%dien&e is #st (isi.'e in the "&hie(e#ents

$ its #"ni$est"tins; He(er, it is sti'' nt &'e"r hether "%dien&e !"rti&i!"tin is "n

e$$e&t r e'e#ent in the TS "d(ertisin+ &"#!"i+n; Fr the Ann" B"n"n" &"#!"i+n, B"dr

.e'ie(es th"t it is .th;

P%ttin+ this int &nte-t, the Ann" B"n"n" &"#!"i+n "s di(ided int t !h"ses;

The $irst !h"se in('(ed intrd%&in+ Dere7, the Lren $"#i'), "nd the &n&e!t $ " '(e

interest; The ") in hi&h this "s !resented "nd s!re"d n #%'ti!'e #edi" !'"t$r#s

+"rnered " #"r7ed res!nse $r# the "%dien&e th"t "s #"ni$ested in &ntent &re"tin,

&n(ers"tin, "nd s%.s&ri!tins; A'n+ ith s%&&ess, !"rti&i!"tr) &%'t%re then "!!e"rs

here "s "n %t&#e $ the TS &"#!"i+n;

The &"#!"i+n &ntin%ed ith the se&nd !h"se ith Ann" B"n"n" ree&tin+

Dere7 "nd the '"%n&h $ the ?Be Dere7s Ne Ann"@ &ntest; The res!nse "s in&re"sed

&ntent &re"tin, &n(ers"tin, "nd s%.s&ri!tins; It &"!it"'ied n the !!%'"rit)

+"rnered in the $irst !h"se "nd it +ener"ted e(en #re s%&&ess "nd !"rti&i!"tin $r the

&"#!"i+n;

A%dien&e !"rti&i!"tin "s nt e(en initi"'') " +"' hen the &"#!"i+n "s .ein+

&n&ei(ed; Fr Ann" B"n"n" "t 'e"st, "%dien&e !"rti&i!"tin .e&"#e " ?t' "nd "n e$$e&t;

It "s "n e$$e&t $ the !!%'"rit) its +"ined thr%+h %r ther e$$rts, "nd " t' t

81


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s7)r&7et the &"#!"i+n e(en $%rther@ S; B"dr, Persn"' C##%ni&"tin, Se!te#.er /3,

12/3;

Seein+ !"rti&i!"tr) &%'t%re "s .th "n indi&"tr "nd !r!nent $ the s%&&ess $

the TS "d(ertisin+ &"#!"i+n #i+ht .e %ns"tis$"&tr) r indeed see# in&n&'%si(e;

Nnethe'ess it is nt i#!ssi.'e r i''+i&"' th"t "%dien&e !"rti&i!"tin is .th r"ther th"n

ne r the ther; This is es!e&i"'') tr%e +i(en h"t #ethds the &"#!"i+n e#!')ed t

"&hie(e its +"'s;

On the ne h"nd, D"(is 12/1 #"7es "%dien&e !"rti&i!"tin in TS s%nd 'i7e "

#ethd thr%+h hi&h &ert"in .eh"(irs "nd "&tins &"n .e e'i&ited $r# the "%dien&e;

The s!re"d $ the #"teri"' itse'$ "&rss "%dien&e #e#.ers thr%+h sh"rin+ "nd the 'i7e

"re the#se'(es !rd%&ts $ " !"rti&i!"tr) "%dien&e &%'t%re 4en7ins, 1228; This !ints t

"%dien&e !"rti&i!"tin .ein+ " t' "s "s de#nstr"ted .) the se&nd !h"se $ Ann"

B"n"n";

Cntr"riise, it st"nds t re"sn th"t the ?t'@ %'d nt .e "("i'".'e t the

"+en&) ere it nt the e$$e&t $ the !!%'"rit) +ener"ted thr%+h en+"+e#ent; It "s

!r(en th"t "%dien&e !"rti&i!"tin ste#s $r# " !s)&h'+i&"' in(est#ent D"(is, 12/1

the "%dien&e h"s ith the TS #"teri"'; Aside $r# this, te&hn'+) "'s $r"rds

in&re"sed !"rti&i!"tin .) #"7in+ "(en%es "("i'".'e t the "%dien&e Li# "nd Shi, 12/1;

This is seen in h e"s) it is t 'e"(e &##ents, t sh"re #"teri"'s, t &rss

#%'ti!'e "&&%nts, "nd t &re"te "nd .r"d&"st &ntent; Des!ite these &n(enien&es,

83


65/102


"%dien&es %'d nt h"(e "("i'ed $ the# r #"de %se $ the# in this ") ere the) nt

"de*%"te') en+"+ed $irst; In this "), e see h "%dien&e !"rti&i!"tin "s "n e$$e&t $

the e$$rts t en+"+e the "%dien&e in !h"se ne in the Ann" B"n"n" &"#!"i+n tr"ns'"ted

t the enth%si"sti& res!nse t the &"'' $ !"rti&i!"tin;

He(er "%dien&e !"rti&i!"tin "s e$$e&t "nd e'e#ent ere de!endent n ther

$"&trs "nd ther e$$rts; It is nt !rerd"ined r se'$


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CHAPTER 7: SUMMAR8 AND CONCLUSION

This thesis %sed the Ann" B"n"n" &"#!"i+n $ PLDT M)DSL t e-!"nd the

&n&e!t $ Tr"ns#edi" Str)te''in+ in "d(ertisin+; Tr"ns#edi" Str)te''in+ "s de$ined

"s ? " !"rti&%'"r n"rr"ti(e str%&t%re th"t e-!"nds thr%+h .th di$$erent '"n+%"+es (er."',

i&ni&, et&; "nd #edi" &ine#", &#i&s, te'e(isin, (ide +"#es , et&;@ S&h'"ri, 122;

4en7ins "'s des&ri.ed it "s "n ?e#er+ent $r#s $ str)te''in+ hi&h t"! int the $' $

&ntent "&rss #edi" "nd the netr7in+ $ $"n res!nse@ 12//;

De%e #entins th"t "d(ertisin+ is .e&#in+ in&re"sin+') !"rti&i!"tr) in n"t%re

122; 9e h"(e t distin+%ish the di$$eren&e $ !"rti&i!"tin "nd en+"+e#ent .e&"%se

these ter#s ere i#!rt"nt in this thesis st%d) $ Tr"ns#edi" Str)te''in+; En+"+e#ent

is "n "&tin $ " ?!"ssi(e "%dien&e@ D"(is, 12/1, 4en7ins, 12// "nd !"rti&i!"tin is "n

"&ti(e, &re"ti(e &ntri.%tin .) $"ns "nd $"n &##%nities D"(is, 12/1; 9ith this, the

+r%! "nted t "nser rese"r&h *%estins "nd t "&hie(e rese"r&h .e&ti(es th"t &enters

n the r'e $ !"rti&i!"tin in the Tr"ns#edi" Str)te''in+ &"#!"i+n;

This st%d) $ Tr"ns#edi" Str)te''in+ in "d(ertisin+ %sin+ the Ann" B"n"n"

&"#!"i+n is si+ni$i&"nt nt n') t &ns%#ers, .%t "'s $r "d(ertisin+ "+en&ies "nd their

&'ients; R" G%!t" 12/1 &hie$ str"te+) $$i&er "t MEC Asi"


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The s&!e $ this st%d) ent int the r'e $ "%dien&e !"rti&i!"tin in Tr"ns#edi"

Str)te''in+ in "d(ertisin+; The rese"r&hers &hse t %ndert"7e " &"se st%d) $ Ann"

B"n"n" .e&"%se $ its %se $ Tr"ns#edi" Str)te''in+ "nd its s%&&ess "s " &"#!"i+n; The

st%d) th%+h des nt !resent " ") t #e"s%re the e$$e&ti(eness $ " Tr"ns#edi"

Str)te''in+ &"#!"i+n;

As " $r"#er7, the rese"r&hers %sed Henr) 4en7ins st%d) $ Cn(er+en&e

C%'t%re in his 1228 .7 Cn(er+en&e C%'t%re: 9here O'd "nd Ne Medi" C''ide; He

dis&%ssed three ide"s: #edi" &n(er+en&e, &''e&ti(e inte''i+en&e "nd !"rti&i!"tr)

&%'t%re 4en7ins, 1228; The rese"r&hers s" h 4en7ins dis&%ssins $ this i'' .e ".'e

t he'! in the st%d) $ Tr"ns#edi" Str)te''in+ in the Ann" B"n"n" &"#!"i+n;

Fr the #ethd'+) "n inter(ie "s &nd%&ted ith the "d(ertisin+ "+en&) th"t

&re"ted the Ann" B"n"n" &"#!"i+n, A&e S""t&hi "nd S""t&hi, ith Ms; S"r" B"dr "s the

inter(ieee; On'ine inter(ies ith the !"rti&i!"nts $ the Be Dere7s Ne Ann"

&#!etitin "s &nd%&ted "s e'';

The $r"#er7 "s %sed in rder t "n"')e the h'e &"#!"i+n "nd the

dis&%ssin is di(ided int #edi" &n(er+en&e, &''e&ti(e inte''i+en&e, "nd !"rti&i!"tr);

Medi" &n(er+en&e in the Ann" B"n"n" &"#!"i+n "s shn in its %se $ #%'ti!'e #edi"

!'"t$r#s "nd it "s Dere7s str) th"t &n(er+ed e(er)thin+ t+ether; C''e&ti(e

Inte''i+en&e "s #"ni$ested .) h the str) &"!t%red the "%dien&es "nd h the

88


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!"rti&i!"nts sh"red their n %nderst"ndin+ $ h sh%'d .e Dere7s ne Ann" thr%+h

their &ntest entries; L"st'), !"rti&i!"tr) &%'t%re in the &"#!"i+n "s shn thr%+h the

"%dien&es initi"' res!nses t the $irst !h"se $ the &"#!"i+n, hi&h !r+ressed t "n

in&re"se in !"rti&i!"tin .r%+ht .) the &ntest;

The) "nted t .e e(er)here th"ts h) the) %sed #%'ti!'e #edi%#s t !r#te

Dere7s (ide $r the $irst !h"se "nd the Be Dere7s Ne Ann" &ntest $r the se&nd

!h"se; Be Dere7s Ne Ann" &ntest, n the ther h"nd, .e&"#e "n !!rt%nit) $r

)%n+ +ir's t .e e-!sed n TV "nd h"(e their inst"nt ##ent $ $"#e; A'th%+h Ann"

B"n"n" re&ei(ed tre#end%s "#%nts $ &##ents "nd re"&tins n'ine "nd $$'ine, the

!"rti&i!"tr) "&ti(it) th"t "s #re i#!rt"nt $r the "+en&) "s the &re"tin $ (ides;

In &n&'%sin, this thesis ende"(red t "nser three rese"r&h .e&ti(es, the $irst

$ hi&h "s t !in!int the e'e#ents $ " TS "d(ertisin+ &"#!"i+n; A$ter &nd%&tin+

this st%d), the rese"r&hers !in!inted the three e'e#ents $ " Tr"ns#edi" Str)te''in+

"d(ertisin+ &"#!"i+n "s the %s"+e $ #%'ti!'e !'"t$r#s, " n"rr"ti(e th"t i'' tie "'' the

#edi" t+ether t !rd%&e " .i++er str) "nd the !resen&e $ "%dien&e !"rti&i!"tin;

The #%'ti!'e !'"t$r#s &"n .e seen in the &"se st%d) $ the Ann" B"n"n"

&"#!"i+n ith its %se $ Y%t%.e, F"&e.7, B'+ sites, r"di, te'e(isin, .i''."rds "nd

ther #edi" th"t h"d their &ntent s!e&i$i&"'') t"i'red t .e %sed in this s!e&i$i&

#edi%#s; As Ms; B"dr #entined in the inter(ie, in Dere7s ##s .'+, the "+en&)

#"de it see# 'i7e "s i$ the ## re"'') "s the ne h rte it, the st"t%ses "nd

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&##ents in F"&e.7 "nd Titter "'' h"d the tne $ the &h"r"&ters h ere

s%!!sed') %sin+ the#; The &ntents ere nt #ere') re!sted S; B"dr, !ersn"'

&##%ni&"tin, Se!te#.er /3, 12/3; A'' these #edi" !'"t$r#s hen &#.ined #"de

%! the str) $ Dere7 Lren; H he re"&hed %t "nd "s ree&ted .) Ann"; H he

$%nd his ne Ann" ith the s%!!rt $ his $"#i'); The n"rr"ti(e .r%+ht e(er)thin+

t+ether "nd en+"+ed "%dien&es; This en+"+e#ent in t%rn en&%r"+ed "%dien&e

!"rti&i!"tin initi"'') in the $r# &##ents, res!nses "nd sh"res "nd '"ter n (ides sent

in $r the ?Be Dere75s Ne Ann"@ &ntest;

The se&nd rese"r&h .e&ti(e "s t deter#ine hether "%dien&e !"rti&i!"tin is

"n e$$e&t r t' $ Tr"ns#edi" Str)te''in+; The inter(ie re(e"'ed th"t $r this

&"#!"i+n, "%dien&e !"rti&i!"tin is .th "n e$$e&t "nd t' .e&"%se it .e&"#e "n e$$e&t $

the $irst !h"se $ the Ann" B"n"n" &"#!"i+n .e&"%se $ the !!%'"rit) hi'e it .e&"#e "

t' in the se&nd !h"se .e&"%se n "%dien&e !"rti&i!"tin &"n .e %sed t !r!e' the

&"#!"i+n t #re s%&&ess "s seen ith the ?Be Dere75s Ne Ann"@ &ntest 12/3;

9hi'e it &"nnt .e &n&'%ded ".s'%te') th"t this is tr%e $ "'' &"#!"i+ns, it st"nds t

re"sn th"t it is !ssi.'e de!endin+ n the +"'s "nd #ethds $ " TS "d &"#!"i+n;

D"(is 12/1 "nd 4en7ins 1228 t"'7 ".%t the &ntri.%tin $ !"rti&i!"tr)

&%'t%re in ter#s $ h"t it "s ".'e t +et the "%dien&e t d; This in&'%des &##entin+,

sh"rin+, "nd &re"tin+ &ntent; M"7in+ it !ssi.'e t see "%dien&e !"rti&i!"tin "s " t';

He(er, hi'e #(e#ents in te&hn'+) #entined .) Li# "nd Shi 12/1 #"7e it

e"s) $r "%dien&es t !"rti&i!"te, !"rti&i!"tin "s " t' is de!endent n it .ein+ "n e$$e&t

8


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$ en+"+e#ent; Be$re the "%dien&e &"n .e #"de t t"7e "&tin, the) #%st $irst .e

in(ested in the #"teri"' D"(is, 12/1;

The third rese"r&h .e&ti(e is t &re"te " &he&7'ist $ &riteri" t identi$) e-"#!'es

$ "%dien&e !"rti&i!"tin; These &riteri" ere t"7en $r# the "n"')sis $ !"rti&i!"tr)

&%'t%re, !"rti&%'"r') h !"rti&i!"tin is #"ni$ested; First, these e-!ressins $

!"rti&i!"tin h"(e t .e !er&ei(".'e; Se&nd, the "%dien&e sh%'d &re"te these

e-!ressins "nd nt the "+en&); Third'), the e-!ressin sh%'d "dd ("'%e t the &ntent

"nd #(e the str) $r"rd;

T i''%str"te h these &riteri" &"n .e "!!'ied, the rese"r&hers &re"ted " )es r

n $'&h"rt See Fi+%re // hi&h &nt"ins "'' three &riteri" hi&h ere dis&%ssed

e"r'ier; T %se this $'&h"rt, the &ert"in e-"#!'e r "&ti(it) h"s t #eet "'' three &riteri"

in rder t .e &nsidered "s "n e-"#!'e $ "%dien&e !"rti&i!"tin; Otherise, it %'d .e

&'"ssi$ied either "s en+"+e#ent r nt !"rti&i!"tin "t "'';

8


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A%dien&e P"rti&i!"tin In Tr"ns#edi" Str)te''in+ 02


72/102


Fi+%re //; A%dien&e P"rti&i!"tin F'&h"rt

An e-"#!'e th"t &%'d .e "!!'ied t this di"+r"# is " st%dent "t&hin+ " Y%t%.e

(ide "nd he 'i7ed it, he(er, he neither !ressed the 'i7e .%ttn n Y%t%.e nr !sted "

&##ent; 9hen e re$er t the $irst *%estin $ the di"+r"#, this "&tin &"nnt .e

0/


73/102


74/102


CHAPTER 9: RECOMMENDATIONS

The rese"r&hers re&##end th"t the t!i& $ Tr"ns#edi" Str)te''in+ .e $%rther

e-!'red in $%t%re st%dies; Tr"ns#edi" str)te''in+ "s e'' "s tr"ns#edi" "re &n&e!ts th"t

h"(e )et t .e &#!'ete') e-!'red; Gi(en th"t "n %nderst"ndin+ $ these t!i&s is sti''

de(e'!in+, &ntin%ed dis&%ssin "nd rese"r&h n the s%.e&t %'d .e $ +re"t ("'%e t

s&h'"rs; It is "'s rth ntin+ th"t st%dies in TS "nd ther tr"ns#edi" t!i&s #i+ht

!r(e %se$%' t !e!'e h ish t e#!') its $r"#er7; TS #i+ht .e&#e #re "nd

#re !re("'ent in the $%t%re +i(en the dire&tin th"t entert"in#ent "nd the internet "re

t"7in+;

A&&rdin+ t the "+en&), the s%&&ess $ the &"#!"i+n de!ended he"(i') n the

str); He(er, &"%tin #%st "'")s .e t"7en .e&"%se nt %st "n) str) i'' r7; The

e$$e&ti(eness $ the str) in the &"#!"i+n i'' sti'' rest n the &"re$%' &nsider"tins $

the .r"nd, t"r+et #"r7et, "nd &%'t%re; Sin&e di$$erent .r"nds h"(e their n !ersn"'ities

"nd t"r+et #"r7ets, "d(ertisin+ !r"&titiners sh%'d #"7e s%re th"t the str) the) i''

e#!') is in 'ine ith the !re(i%s') s"id e'e#ents;

Te&hn'+) is &nst"nt') "d("n&in+ "nd ne #edi" "re "'")s .ein+ dis&

ballais, celis, mendoza - anna banana, they loved it a bunch- a case study of audience participation...

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