Commodification, viewership and a for-anyone-as-someone "special" structure

Johnson, RJK

Commodification, viewership and a for-anyone-as-someone "special" structure

aut.relation.endpage	123
aut.relation.pages	8
aut.relation.startpage	116
aut.researcher	Johnson, Rosser
dc.contributor.author	Johnson, RJK	en_NZ
dc.date.accessioned	2016-02-16T00:01:56Z
dc.date.available	2016-02-16T00:01:56Z
dc.date.copyright	2015-12-17	en_NZ
dc.date.issued	2015-12-17	en_NZ
dc.description.abstract	Paddy Scannell’s analysis of broadcasting as a ‘for-anyone-assomeone structure’ (2000: 5) remains a key theoretical delineation of the role radio, television (and, now, digital media) play in everyday life. In essence, the development and deployment of the ‘for-anyone-assomeone structure’ allowed the speech patterns of broadcasting to gain and retain relevance to individual listeners and viewers within a mass context. As recent research has demonstrated (Ekstrom et al 2013), Scannell’s model remains relevant to contemporary mediascapes, particularly in relation to formats, like news, where broadcasting “speaks” directly to listeners and viewers. There is, however, another level on which broadcasting speaks its listeners and viewers – the wider, systemic level set by the rules, standards and norms within which individual networks, stations, and people “make” broadcasting happen. From this perspective, one can note that Scannell developed his model within the British context where commercial messages, where they are present, are relatively limited in reach and scope by regulation and professional practice. This paper will argue that a different category of listener and viewer exists within highly commercialised media environments like New Zealand’s – the commodified listener / viewer, who is spoken to by her broadcasting system as “someone special”.
dc.identifier.citation	PopCAANZ Conference Proceedings 2015, pp.116 - 123 (8)	en_NZ
dc.identifier.uri	https://hdl.handle.net/10292/9533
dc.publisher	The Popular Culture Association of Australia and New Zealand (PopCAANZ)
dc.relation.uri	http://popcaanz.com/wp-content/uploads/2015/12/TELEVISION_Johnson-2015_Commodification-Viewership.pdf	en_NZ
dc.rights	NOTICE: this is the author’s version of a work that was accepted for publication. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in (see Citation). The original publication is available at (see Publisher's Version).
dc.rights.accessrights	OpenAccess	en_NZ
dc.subject	Care structure; For-anyone-assomeone; Commercial television; Promotional culture
dc.title	Commodification, viewership and a for-anyone-as-someone "special" structure	en_NZ
dc.type	Journal Article
pubs.elements-id	182659
pubs.organisational-data	/AUT
pubs.organisational-data	/AUT/Design & Creative Technologies