front cover of Creating the Viewer
Creating the Viewer
Market Research and the Evolving Media Ecosystem
Justin Wyatt
University of Texas Press, 2024

A study of the largely hidden world of primary media market research and the different methods used to understand how the viewer is pictured in the industry.

The first book on the intersection between market research and media, Creating the Viewer takes a critical look at media companies’ studies of television viewers, the assumptions behind these studies, and the images of the viewer that are constructed through them. Justin Wyatt examines various types of market research, including talent testing, pilot testing, series maintenance, brand studies, and new show “ideation,” providing examples from a range of programming including news, sitcoms, reality shows, and dramas. He looks at brand studies for networks such as E!, and examines how the brands of individuals such as showrunner Ryan Murphy can be tested. Both an analytical and practical work, the book includes sample questionnaires and paths for study moderators and research analysts to follow. Drawn from over fifteen years of experience in research departments at various media companies, Creating the Viewer looks toward the future of media viewership, discussing how the concept of the viewer has changed in the age of streaming, how services such as Netflix view market research, and how viewers themselves can shift the industry through their media choices, behaviors, and activities.

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front cover of Michelangelo and the Viewer in His Time
Michelangelo and the Viewer in His Time
Bernadine Barnes
Reaktion Books, 2017
Today most of us enjoy the work of famed Renaissance artist Michelangelo by perusing art books or strolling along the galleries of a museum—and the luckier of us have had a chance to see his extraordinary frescoes on the ceiling of the Sistine Chapel. But as Bernadine Barnes shows in this book, even a visit to a well-preserved historical sight doesn’t quite afford the experience the artist intended us to have. Bringing together the latest historical research, she offers us an accurate account of how Michelangelo’s art would have been seen in its own time.
           
As Barnes shows, Michelangelo’s works were made to be viewed in churches, homes, and political settings, by people who brought their own specific needs and expectations to them. Rarely were his paintings and sculptures viewed in quiet isolation—as we might today in the stark halls of a museum. Instead, they were an integral part of ritual and ceremonies, and viewers would have experienced them under specific lighting conditions and from particular vantages; they would have moved through spaces in particular ways and been compelled to relate various works with others nearby. Reconstructing some of the settings in which Michelangelo’s works appeared, Barnes reassembles these experiences for the modern viewer. Moving throughout his career, she considers how his audience changed, and how this led him to produce works for different purposes, sometimes for conventional religious settings, but sometimes for more open-minded patrons. She also shows how the development of print and art criticism changed the nature of the viewing public, further altering the dynamics between artist and audience.
           
Historically attuned, this book encourages today’s viewers to take a fresh look at this iconic artist, seeing his work as they were truly meant to be seen.
 
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front cover of Somaesthetic Experience and the Viewer in Medicean Florence
Somaesthetic Experience and the Viewer in Medicean Florence
Renaissance Art and Political Persuasion, 1459-1580
Allie Terry-Fritsch
Amsterdam University Press, 2020
Viewers in the Middle Ages and Renaissance were encouraged to forge connections between their physical and affective states when they experienced works of art. They believed that their bodies served a critical function in coming to know and make sense of the world around them, and intimately engaged themselves with works of art and architecture on a daily basis. This book examines how viewers in Medicean Florence were self-consciously cultivated to enhance their sensory appreciation of works of art and creatively self-fashion through somaesthetics. Mobilized as a technology for the production of knowledge with and through their bodies, viewers contributed to the essential meaning of Renaissance art and, in the process, bound themselves to others. By investigating the framework and practice of somaesthetic experience of works by Benozzo Gozzoli, Donatello, Benedetto Buglioni, Giorgio Vasari, and others in fifteenth- and sixteenthcentury Florence, the book approaches the viewer as a powerful tool that was used by patrons to shape identity and power in the Renaissance.
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