Audience construction and culture production : marketing surveillance in the digital age
By: TUROW, Joseph
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ArticlePublisher: Thousand Oaks : SAGE, January 2005The Annals of The American Academy of Political and Social Science 597, p. 103-121Abstract: This study melds "contextualist" and "resource dependence" perspectives from industrial sociology to explore the implications that audience construction by marketing and media firms hold for the core assumptions that are shaping the emerging media of the twenty-first century. Marketers, media, and the commercial research firms that work with them are constructing contemporary U.S. audiences as frenetic, self-concerned, attention-challenged, and willing to allow advertisers to track them in response to being rewarded or treated as special. This perspective, a response to challenges and opportunities they perceive from new digital interactive technologies, both leads to and provides rationalizations for a surveillance-based customization approach to the production of culture.
This study melds "contextualist" and "resource dependence" perspectives from industrial sociology to explore the implications that audience construction by marketing and media firms hold for the core assumptions that are shaping the emerging media of the twenty-first century. Marketers, media, and the commercial research firms that work with them are constructing contemporary U.S. audiences as frenetic, self-concerned, attention-challenged, and willing to allow advertisers to track them in response to being rewarded or treated as special. This perspective, a response to challenges and opportunities they perceive from new digital interactive technologies, both leads to and provides rationalizations for a surveillance-based customization approach to the production of culture.
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