Tenth International Conference on Communication & Media Studies

Abstract

Screen industry interest in the success of media products has focused on quantitative metrics such as audience numbers, retention, and earnings. However, there is growing recognition among producers, public funding agencies, and investors that qualitative impacts are important. These include how and why media content resonates with diverse audiences and influences their behaviours, as well as how recognition functions across digital platforms. Despite a vibrant and ongoing history of academic reception studies, and advancements in fields like ethnography, behavioural economics, and health studies, media industries lack effective automated reception analysis tools and a consolidated database for comparative analysis. This paper explores the application of interdisciplinary theories and methods to describe and measure screen media reception, alongside a series of algorithmic data analytics tools that support synthesized data visualizations and summaries via natural language processing. The toolset encourages the analysis of content created for audience segments, niche genres, as well as mass audiences. We report on user and usability trials for short form series, long-form series, and one-off products. Our toolset supports understanding audience viewing contexts and perceptions of the impacts of the media they consume and the reasons for these impacts. These insights help producers amplify audience engagement and influence over the course of production and distribution. We provide producers with recognition benchmarks based on festival screenings, awards, and genre relevance, while integrating earned media scores. The toolkit affords funders and distributors a deeper understanding of the return on their investment.