The Media Researches In A Needs Of The Audience Context (A Regional Aspect)

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1 Available online at GlobalIlluminators Full Paper Proceeding ITMAR -2014, Vol. 1, FULL PAPER PROCEEDING Multidisciplinary Studies ISBN: ITMAR-14 The Media Researches In A Needs Of The Audience Context (A Regional Aspect) Almatay Zhussupova 1* A.Baitursynov Kostanay State University, Republic of Kazakhstan.. Abstract Activity of mass media watching in the development by society indicates that newspapers, radio, television, Internet resources have become as a manipulative technologies of political scientists and politicians instrument and independent economic structures determining self-sufficiency like a subjects of human's activities. The mass media like a social institute affecting on mood of society is very interesting for criticism and analysis. In this connection the necessity of scientific and methodological approaches in a local level media researchers and their processes is growing up The Authors. Published by Global Illuminators. This is an open access article under the CC BY-NC-ND license ( Peer-review under responsibility of the Scientific & Review committee of ITMAR Keywords: The Media Research, TV Consumption, Customization, Rating, PR, Public Relations. Introduction A modern regional journalism «basing a new function» (E.A, 1999) is not only the instrument of implementation of social and economic reforms, but practically it is the object of the impact these reforms. The research of a new situation and a new practice is been necessary for identify of positive and negative experience, for substantiation of existing trends and for decision of the better ways to improve a journalistic creativity. Moreover it lets to model the development of competitive conditions for newspapers, radio and TV channels and for the features of the formation of the new media. Even the critic of journalistic creation is directed on an improvement of professional skill. The necessity to develop the media researches like a method of evaluation of a regional mass media's work, improvement a journalistic creation matches ideas of «comprehensive modernization». The researches of media are instruments of improvement of information activities considering an audience requests, tastes, preferences of readers, audience, users and listeners. The higher standards of quality life have become an effective market instrument of a human capital development and social modernization of community (Republic, 2006). *All correspondence related to this article should be directed to Almatay Zhussupova Desa A.Baitursynov Kostanay State University, Republic of Kazakhstan kamaria zhussupova_a@mail.ru 2015 The Authors. Published by Global Illuminators. This is an open access article under the CC BY-NC-ND license ( Peer-review under responsibility of the Scientific & Review committee of ITMAR-2014.

2 The idea of competition is always in the information field, which stimulate a professional activity of journalists. There is confidence that the information field will be developed subject to research demands of society, taken into account the views of most of its members which should be modern mass media. Features of TV consumption (duration, frequency of contacts with TV, styles of TV watching etc.), genre preferences, evaluation of television programs, motivation of choice television programs in various segments of TV audience are the particular interest (V.P, 2011). As a result there is idea to research on perception of television channels, their images, publications and the opportunity to influence the formation of public content, testing of the media research. There is task according with this purpose. It is systematization of theoretical data, determination of methodical and practice prerequisites of a media researches formation like a organizational principle formation of an information policy of newspapers, radio, television and Internet. Methods Systematic methods are used for acquaintance with the complex theoretical and research papers by national and foreign authors. The comparative characteristics contributed to identify trends in the development of regional TV studios, radio broadcasting, Internet publications and press. The information base consists of data collected during questioning audience and monitoring of activities local newspapers, radio and television. The practical significance of the research is an opportunity to use its results in complex study the role of media in the development of society, in the theory and practice of journalism. Certainly the research data contribute improvement of a journalistic skill and a practice of creative activities. Basic Part The practice of the media research has been actively discussed by Russian sociologists and journalists in last year s. The reason for this is firstly that Russian media research market is developed and its results are published today not only in scientific periodicals but in specialization and socio political journals (Media, 2011). For example: «Total», «Journalist», «Teleforum» etc. Secondly the network of specialized structures dealing professionally the media researches and composing differences of modern media business is actively developed. It is no accident that the reasons presented in the works of contemporary researchers: «Marketing research: theory, methodology and practice» by Golubkova E.P., «Art evaluation of broadcast» and «Advertising Research: Theory&Practice» by Kolomiec V. Presenting modern journalism school of Lomonosov Moscow State University are used today like practical manuals for the study of popular culture, peculiar phenomenon of social differentiation of a modern culture ("Encyclopedia of Cultural Studies,"). One of the peculiar its modern characteristics is customization [from custom]. Definition means trend of convergence subjects of the market, information in this case and if earlier customer was anonymous recipient of goods and services so today he is a partner of communication ("Dictionary of business terms," 2001). Technological innovations which accompany the development of the information society does not reduce the responsibility of the user in front of him for the selection of information products. Thinking about the information society concept, British sociologist Frank Webster noted that we live in a media society informational influence on us is much thinner and penetrates much deeper than it first seems. «Though the new media surrounds us, 660

3 gives us its «message», «we are free to respond or do not respond to them» (Webster, 2004). Yes, the information gets into us as part of ourselves, but the consumer is still not a machine which is programmed to automatically uptake of all that can be placed. The consumer will form the internal content based on their requests, tastes, interests, aspirations corresponding to those values which must be filled with his life. Moreover, life has convinced us that the definition of the information society is still not an abstract, amorphous structure that moves by itself, and the person itself. Rather we (producers and consumers of messages: readers, viewers, listeners, users) are the part of it that defines its content as an information product, a derivative of the human mind and imagination. That's why journalism formed new concepts such as media technology and media business. The media of a new period have come to the phase of its development, when it is not present themselves outside the influence of the consumer and, depending on his tastes. Else can we discuss on the subject of engagement of some newspapers, TV and radio, but we cannot ignore the fact that self-respect and his readership, editorial staffs are ready to various innovations, exercise flexibility in the transformation of its activities. And such «finding yourself» is not unique to the national newspapers, radio and television. Many regional media are showing now an example of the process of improving and updating in the style, the use of new techniques of journalistic attention of the audience. Manager s main newspaper of Kostanay region «Kostanay news» perceive reforms not as a revolutionary component, and as an evolutionary improvement path information activities. Over the past years, regional newspaper repeatedly experienced innovations in the form of developing a new design, upgrade personnel, appeal to ideas of young minds and talents in the development of information activities. Easiest would probably be the most popular newspaper in the area to take the path of sensationalism, scandal, «independence», but retain their mass circulation, have a solid income from it, to provide a comfortable life and a decent salary reporter. Much more difficult to go on the path of reform, but keep your reader: smart, literate, restless, indifferent, and most importantly thirsty most objective information about their region. It is no coincidence, the students specialty «journalism» is called in Kazakhstan including quality publications, often choose to pass the professional practice of the regional newspaper «Kostanay news» and seek help in the acquisition of professional skills to journalists of edition, and editors still positioned itself as an example of «quality journalism». Kostanay regional branch the joint stock company Republican Radio and Television «Kazakhstan» recently demonstrated searching for interesting creative ideas for new programs. Since March 1, 2007 the regional broadcasting has carried out through satellite receiving and transmitting station (SRTS) on the transmitters NTC «Kazakhstan», the regional broadcasting coverage was 96% of the population. Broadcasting time in UHF channel 28 in Kostanay was 98 hours per week. TV installation transferred to digital media (DVcam, MiniDV). In May 2009 mobile TV satellite station (PTSD) on the basis of a minibus «Mercedes» was installed, which provides an opportunity to broadcast from anywhere in the region. In December 2010, the TV channel «Kazakhstan-Kostanay» started in full regular broadcasting on satellite Intelsat («Otau TV») (TV.and.Radio.Company). All this could not affect the results of the creative work of journalists. Searching for a new handwriting is manifested primarily in the appearance of new faces journalists leading programs and copyright projects on the air regional broadcasting. This is especially noticeable last months. Innovations have come true with 661

4 young journalists yesterday's students, and in some cases, current students of «journalism». We have identified only two vivid examples of reforming activity of regional media. Information market implies a wide range of participants and each of them would not want to lose your audience, and therefore seeks to worthily meet of its demands. The definition of «media space», which is often referred to as a synonym for «information space», Russian researcher Joseph Dzyaloshinskiy defines «as a system of relations between certain subjects regarding the production, distribution, processing and consumption of media» (I.M, 2012). In researches conducted in the framework of a research project on the theme «Specificity of formation of modern regional media market as the country's intellectual potential», implemented on the basis of grant funding MES ( ) by focusing on the study of the interests of the region's population. How does it perceive activities leading media? How do they evaluate their work to ensure the information support life in the region? The goal of this research is considering of a modern situation in the interaction regional mass media and audience, generalize identify positive and negative moments in a creative and production activities by newspapers, radio and television. As the object of study are available for regional media audience and themselves readers, viewers, listeners, users. Methodological research is based on interviews of readers, audience, questioning, work in the focus groups, a review of traditional and online publications, etc., as well as monitoring of advertising and PR agencies, media in the region. One of the most authoritative British media theorists Denis McQuail repeatedly noted, that «as the power of «the people» in the political process more clearly manifested, news, opinions and ideas distributed the newspaper, acquired a central role in the political events, reforms and revolutions even» (McQuail, 2013). Forecast of the situation in the context of the development of democratic and social institutions is quite possible, but dangerous, especially in light of recent international developments and define the role of the media. Dynamics of media development suggests that newspapers, radio, television, Internet resources have become not only an instrument of manipulation technology of political scientists and politicians. Today it is independent economic structures defining its self-sufficiency as subjects of human activity, as well as institutions that affect the social mood of society, which is intended to define itself for itself whether it be an audience of one or another media or not. In these circumstances, fundamental importance scientific and methodological approaches to the study of media and processes occurring in them acquire. Modern research in the journalism field reflect the characteristics of modern social and diversity of scientific approaches to the analysis of the situation around the media and the media in the system, irrespective of whether the information space which state they evolve: whether it is democratic, monarchical, totalitarian, developed or developing. Anyway the socio-political and economic life of the country formed the society's attitude to different types of media. Public information needs are met to the extent that the media and to the extent that are characteristic of a particular individual country in a quite specific historical conditions. Incipient specialization in the journalism is up effectiveness of speeches of press, radio and television, and so uses public services for satisfaction of information needs in selfeducation and self-identity with a maximum effect. The transfer of business and operational information in the computer network, mass media of the region pay more attention electronic versions of their press editions. This is the tendency for their further development. 662

5 Conclusion A deep knowledge of needs of the target audience helps not only to establish a competitive relationship on the market but to make changes to the information product, optimize promotion channels and advertising strategy, it means adjust all components of the marketing mix. This knowledge lets identify occupied and vacant niches, determine individual opportunities for a victory in competition. Today people prefer use Internet, different social media as sources of information, and not only the respondents from the age group years. Most population from years in the choose information sources structure 50 % of respondents point that prefer Russian mass media. It confirms assertion of strong influence formed for decades of the Soviet ideology perception of Russia. Regional mass media as sources of information that is Kazakh mass media are referred to one of the last. Thus, the problem is updated diverting much of the population of the number of consumers to local media. Consumers see in particular the reasons for this: 55% of respondents say poor-quality work of local media. In our research we have identified this as a major problem. Another aspect is the technology of creative skill: opinion is that the stories in the news are inferior in quality professional performance plots on Russian television. In this context the question of increasing the skills of journalist s raises, both through advanced training institutes and universities that substantively involved in the analysis of the current situation in the information market region. In addition, there is a lot of media information policy and tactics of interaction with society, which is built on the basis of PR technologies. During researches experts developed the idea that being a PR tool technology, newspapers, radio, television and new media do not engaged own advancement. Consequently there is the question of the professionalization of the media PR, journalistic creativity. Also in this context, there is need for media measurement and media researches not single character, and permanent. The latter two provisions actualize the issue of expansion of the information market through the development of new media structures and infrastructures, contributing to the development of media business and implementation of media researches as tools to improve the quality and effectiveness of information activity. Gratitude These important for Kazakh journalism problems identified during the joint researching, analytical work of students teachers by «journalism» specialization of Kostanay State University in the execution of the grant MES to the budget program 055 «Scientific and / or technical activities», the routine 101 «Grant funding for research» on the topic: «The specifics of the formation of modern regional media market as the country's intellectual potential» (# 111 from February 04, 2014). Active of students and young teachers suggests not indifferent to contemporary issues of Kazakhstan journalism. 663

6 References Dictionary of business terms. (2001). Akademik.ru. E.A, K. (1999). Journalism Millennium. Rostov, 177. Encyclopedia of Cultural Studies. I.M, D. (2012). Russian media space: the awakening of Solaris. I.M. Dzyaloshinsky, 422. McQuail, D. (2013). Journalism and Society (M. Mediamir, Trans.): Journalism faculty of Moscow State University. Media, R. M. (2011). methodology, approaches, methods: a teaching aid. Materials lectures for graduate students of the Faculty of Journalism. M.: issuer Moscow State University, Journalism Faculty, 236. Republic, P. o. K. (2006). Concept of Development of Competitiveness of Information Space of the Republic for Retrieved from TV.and.Radio.Company. Kazakhstan-Kostanay. V.P, K. (2011). Media advertising research - information base business. In the book «Advertising Research: Theory & Practice (for the 15th anniversary of the Analytical Center «Video International»). Ed. V.P. Kolomiec; scientific ed. S.V. Veselov, I.A. Poluhetova М: OOO «NIPKTS Voshod» - A Webster, F. (2004). Theories of the information society: Routledge. 664