Nima Shiralizadeh - 19.04.22
Explain how Newsbeat targets a youth audience through the use of new technologies.
(9 marks)
Newsbeat is a radio programme serving as a simulcast as it is broadcast on BBC Radio
One, 1XTRA and Asian Network. It operates under the Reithian values which are to ‘inform,
educate and entertain’, providing news-related information to a young audience aged from
16-24. As a result of targeting a youth audience, retaining relevance involves Newsbeat
exploiting new technologies to ensure the licence fee amounts to an entertained
demographic, in conjunction with maintaining the 14 million e-media listeners. This is
evidenced by their Instagram account with 110,000 followers. The effectiveness of using new
technologies to attract a youth audience is evidenced by an Instagram post featuring
Eurovision’s transgender host, Nikkie De Jäger gathered 261,000 views and over 100
comments where audiences expressed positivity and admiration. Evidently, this interactivity
exemplifies Henry Jenkins's idea of ‘participatory culture’ as the audience are actively
engaged, thus exemplifying the effectiveness of Newsbeat using new technologies to target
a youth audience. In addition, this can be further measured from a psychographic
perspective; as Newsbeat's youth audiences are arguable ‘reformers’, the Instagram post
demonstrates the inclusivity and reformation of attitudes towards LGBTQ+ community
members.
Additionally, Newsbeat can target a youth audience through the use of new technologies on
its website. Their website is accessed through the BBC’s initial site and follows similar
design codes and conventions, however, to achieve the appeal of younger audiences they
have adapted the content to avoid mirroring BBC News’ central page because it would be
unappealing for a youth audience. For example, articles such as ‘Kanye suspended on
Instagram’, in tandem with ‘Artists chasing viral TikTok moment’ aim to strongly fulfil
entertainment gratifications, in tandem with information - fulfilling Newsbeat’s role as a public
service broadcaster - because they revolve around celebrities to which audiences have
established parasocial relationships with. Moreover, this concept is influential in attracting
youth audiences, in particular when it features societal ‘opinion leaders’ within a youth
capacity. Therefore, this exemplifies an optimal and compelling way Newsbeat
simultaneously exploits new technologies and targets its youth audience.
Explain how Newsbeat targets a youth audience through the use of new technologies.
(9 marks)
Newsbeat is a radio programme serving as a simulcast as it is broadcast on BBC Radio
One, 1XTRA and Asian Network. It operates under the Reithian values which are to ‘inform,
educate and entertain’, providing news-related information to a young audience aged from
16-24. As a result of targeting a youth audience, retaining relevance involves Newsbeat
exploiting new technologies to ensure the licence fee amounts to an entertained
demographic, in conjunction with maintaining the 14 million e-media listeners. This is
evidenced by their Instagram account with 110,000 followers. The effectiveness of using new
technologies to attract a youth audience is evidenced by an Instagram post featuring
Eurovision’s transgender host, Nikkie De Jäger gathered 261,000 views and over 100
comments where audiences expressed positivity and admiration. Evidently, this interactivity
exemplifies Henry Jenkins's idea of ‘participatory culture’ as the audience are actively
engaged, thus exemplifying the effectiveness of Newsbeat using new technologies to target
a youth audience. In addition, this can be further measured from a psychographic
perspective; as Newsbeat's youth audiences are arguable ‘reformers’, the Instagram post
demonstrates the inclusivity and reformation of attitudes towards LGBTQ+ community
members.
Additionally, Newsbeat can target a youth audience through the use of new technologies on
its website. Their website is accessed through the BBC’s initial site and follows similar
design codes and conventions, however, to achieve the appeal of younger audiences they
have adapted the content to avoid mirroring BBC News’ central page because it would be
unappealing for a youth audience. For example, articles such as ‘Kanye suspended on
Instagram’, in tandem with ‘Artists chasing viral TikTok moment’ aim to strongly fulfil
entertainment gratifications, in tandem with information - fulfilling Newsbeat’s role as a public
service broadcaster - because they revolve around celebrities to which audiences have
established parasocial relationships with. Moreover, this concept is influential in attracting
youth audiences, in particular when it features societal ‘opinion leaders’ within a youth
capacity. Therefore, this exemplifies an optimal and compelling way Newsbeat
simultaneously exploits new technologies and targets its youth audience.
