ERIC Number: ED361800
Record Type: Non-Journal
Publication Date: 1993-May-27
Reference Count: N/A
The Changing Context for Audience Research.
Fortner, Robert S.
Examining the factors that influence the distribution of technologies in developing countries should provide new possibilities for organizations engaged in international communication and audience research to understand, and respond, to potential audiences. Five critical elements influence the distribution of media technologies in developing societies: (1) population growth and the distribution of that growth; (2) income distribution; (3) development of private commercial media; (4) metropolitanization; and (5) increasing technological sophistication and its attendant aesthetic and economic demands. The Bihar state in India (nearly 87% rural) and Venezuela (with over 86% of its population classified as urban) serve as case studies of how these factors apply in particular situations. Despite the rapid development of media since India's independence, millions of Indian citizens are still outside their reach. The discrepancy between the media rich and the media poor appears to be widening. In Venezuela, the larger the community, the higher percentage of people who report ownership of advanced media. The case of Venezuela reaffirms that the arrival of new technologies in developing countries does not necessarily allow for greater levels of involvement of the population as a whole. What results is not a global village but increasing density of access for metropolitan elites, followed by gradual extension into smaller communities. Questions asked by scholars conducting international audience research have begun to change in response to such new environments--using the old categories and assumptions will mean losing a sense of the new audiences. (Nineteen figures of data are included; 21 references are attached.) (RS)
Publication Type: Speeches/Meeting Papers; Opinion Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A
Identifiers - Location: India; Venezuela