Philip Napoli, "Social Media, Television, and the 'Institutionally Effective' Audience"

The relationship between the media industries and their audiences is in the midst of a period of profound change. A key aspect of this transition is that traditional exposure-based conceptualizations of the audience are being challenged by conceptualizations that rely primarily on social media data and that are oriented around constructs such as appreciation, engagement, and emotional involvement. This presentation presents ongoing research that examines the institutional factors that are enabling and inhibiting this transition in the television industry, as well as the implications of this transition for audience representation and cultural production. Philip Napoli is Professor and the Area Chair in the Communication and Media Management area of Fordham University’s Schools of Business. His research focuses on media institutions and media policy.