Digital Storytelling - Audiences plus ARGS and Social Media: Week 3

Write with readings after

What factors define Mass Media Audiences

Gender, age, location, and income.

What does ASM stand for in audience-building?

Actionable – Defined steps for audience engagement.

Sequence – Logical order of audience growth.

Measurable – Use of metrics to track progress.

How did Tom Perlmutter redefine audiences?

He argued that audiences are no longer passive receivers but role players in media.

What is the Long Tail Theory?

Small niche audiences sustain independent media instead of relying on mass markets.

What are a few key questions to keep in mind while defining the niches?

Who is your audience?

Where do they receive recommendations / information?

How do they consume media?

What was The Beast (2001) ARG?

A Microsoft-led immersive experience tied to A.I. Artificial Intelligence, involving secret websites and phone numbers.

What was I Love Bees (2004)?

A Halo 2 ARG where players solved puzzles via payphones and real-world clues.

How did Why So Serious? (2008) promote The Dark Knight?

Used skywriting, secret phone numbers in cakes, and live event clues.

What is Google Ingress (2012)?

A location-based ARG by Niantic, later used to develop Pokémon GO.

What is Pokémon GO (2016)?

A mobile game using AR and GPS to allow players to catch virtual Pokémon in real locations.

What is a Social Network?

A structure of social actors (people, groups) connected by interactions.

How does social media influence audience participation?

It transforms users into co-creators, activists, fans, and collaborators.