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Transforming television: new audience measurement systems
(İstanbul Bilgi Üniversitesi, 2021) Bayhan, Aylin; Dağsalgüler, Aylin
ABSTRACT: Since the years when the television screen was accepted as the primary communication medium of society, the people in the screen as well as those in front of it were spoken. As academic studies aimed at understanding and analyzing the society focused on how and to what extent the messages on the screen affected the audience, they started to ask who this audience really was. Thus, an anonymous audience group was objectified. Finding out who the audience really is has been a matter of curiosity for communicators as well as sociologists. In this study, the past and present of the audience measurements that started with private television (commercial) broadcasting will be investigated and information will be given about the steps taken regarding the future. The role of television in the consumer society in the transition of the curiosity to know the audience from sociologists to advertisers and the transformation of the audience into 'rating' will be examined in depth. In this study, studies on measurement methods of different medium transforming from television to "screen" will be examined.