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  • Faculty of Design and Creative Technologies (Te Ara Auaha)
  • School of Communication Studies - Te Kura Whakapāho
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Commodification, viewership and a for-anyone-as-someone "special" structure

Johnson, RJK
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TELEVISION_Johnson-2015_Commodification-Viewership.pdf (143.7Kb)
PopCAANZ-proceedings intro.pdf (341.8Kb)
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http://hdl.handle.net/10292/9533
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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”.
Keywords
Care structure; For-anyone-assomeone; Commercial television; Promotional culture
Date
December 17, 2015
Source
PopCAANZ Conference Proceedings 2015, pp.116 - 123 (8)
Item Type
Journal Article
Publisher
The Popular Culture Association of Australia and New Zealand (PopCAANZ)
Publisher's Version
http://popcaanz.com/wp-content/uploads/2015/12/TELEVISION_Johnson-2015_Commodification-Viewership.pdf
Rights Statement
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).

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