5. Findings - Part 2
The other method of research I conducted was a focus group, I recorded the audience's responses via Voice Note on my phone.
The first question that I asked my audience was whether they gave consent for me to record their voices, and use response in my university project. I avoided an ethical problem by clearly asking the respondents for their consent and informing them of the nature of this research.
What features does Netflix use that you like?
The second question that I asked my focus group was 'What features does Netflix use that you like?'. I wanted to identify why people use Netflix and what their reasons are.
One respondent said 'When they take your opinion out of it they have an easier way keeping you absorbed' this was regarding Netflix going straight to the next episode. In addition, the effects model of the hypodermic needle can be applied here as this suggests that the audience is 'drugged, addicted, duped' to the streaming service
'My dad flies a lot for business... so having been able to download episodes and keep them for a short amount of time is useful for him'. As well as being a streaming service Netflix allows you to download episodes in case you have poor quality internet or are wanting to save data from streaming. This is a positive feature for Netflix, as I know people who use this often and makes things much easier for them. Furthermore, because this streaming service can be downloaded on any device this makes it portable, therefore being able to take wherever, however with a TV you cannot do this.
Do you think Netflix is addictive, if so what are your reasons?
For the third question, I asked the focus group 'Do you think Netflix is addictive, if so what are your reasons?'. By asking this question I could identify why the platform is so popular and ever increasing in users and why people 'binge-watch'. One respondent said that 'When you remove the option to play the next episode you don't have to resist the urge', this linking to the hypodermic needle once again and the idea that the media works as a drug and suggests that the audience is drugged or addicted. I believe this to be true as Netflix has many features that allow the user to get addicted.
'Raymond Williams (1974) and others have suggested is the characteristic experience of television, especially in commercially funded systems, keen to keep fingers off channel buttons, to keep 'eyeballs' on their channel. Indeed the main role of - TV has been described, by both academics and advertisers, as 'selling the audiences to advertisers' - though 'selling audience attention' would be more accurate'. This relates to online streaming services as by 'selling audience attention' they create a system where they get sucked up and addicted. I fully believe that this is the case with Netflix as each episode roles into the next skipping intros, therefore creating the illusion of a never-ending episode, I also feel this is the reason for binge-watching
I personally find that at the end of an episode it will always show you a clip of the next episode, this, therefore, enticing the viewer in. Another response I had from the focus group was that 'Netflix is aware itself that it's addictive because if you let it automatically play it's so self-aware that it asks you are you still watching'
Which do you prefer Netflix or TV?
For the fourth question, I asked the focus group 'Which do you prefer Netflix or TV?' I asked this as a general question in the hopes I would gain deeper insight into why they like to prefer either or.
'I think that TV has like more interesting stuff', this was said in conjunction with genres as there are genres on TV that you cannot obtain on Netflix, for example, news or sports. This connects with another respondents answer, saying that 'It just depends on your preference', this can be linked to Morley (1992) as he states that 'personality types in the audience gave rise to certain needs some of which are directed to the mass media for satisfaction'. I feel this is very true when spoken about Netflix and it being a preference because TV and this streaming website both have different genres to watch, therefore depending on the genre you are wanting to watch you chose the reliable service.
When asked what which they prefer one respondent stated that 'If you want to keep up to date with the world then the TV is the way to go' and another responded to this with 'Whereas if you just wanna get lost', both of these linking with Blumler and Katz (1974) uses and gratifications theory which states 'Far from being duped by the media, this 'audience' is represented as made up of individuals free to reject, use or play with them. The needs to be gratified include those for diversion and escapism, for information, for comparing relationships and lifestyle of characters with one's own or for sexual stimulation.' Thus being relevant to the respondent's answer as they said to 'get lost', this being a form of diversion and showing that Netflix can be used like this. This was then broken down into more detail by Denis McQuail (1987) placing them into audience motivation categories, information, learning, personal identity, integration, and social interaction and entertainment. Whereas TV can be used for information and learning due to this being real.
What are the pros that Netflix has over TV?
The last question that I asked the group was 'What are the pros that Netflix has over TV?', as Netflix is on the rise with its users I wanted to identify why this was, one way I could do this was by asking this question. A response I gathered was 'TV you only have the option of what's on then and there', this shows that my audience is wanting to watch certain programmes that may not have been shown when they want it. However, with Netflix you have the option to chose what you want to watch there and then, this serving a purpose to why Netflix has significant users.
A response I had from one of the group was that they watch Netflix for the reason of avoiding adverts, 'Genuinely no adverts'. Again Raymond Williams (1974) theory can be applied 'keen to keep fingers off channel buttons, to keep 'eyeballs' on their channel', however this time it is opposed as viewers are beginning to dislike adverts, therefore, turning to streaming services where they can watch programmes ad-free.
References
The first question that I asked my audience was whether they gave consent for me to record their voices, and use response in my university project. I avoided an ethical problem by clearly asking the respondents for their consent and informing them of the nature of this research.
What features does Netflix use that you like?
The second question that I asked my focus group was 'What features does Netflix use that you like?'. I wanted to identify why people use Netflix and what their reasons are.
One respondent said 'When they take your opinion out of it they have an easier way keeping you absorbed' this was regarding Netflix going straight to the next episode. In addition, the effects model of the hypodermic needle can be applied here as this suggests that the audience is 'drugged, addicted, duped' to the streaming service
'My dad flies a lot for business... so having been able to download episodes and keep them for a short amount of time is useful for him'. As well as being a streaming service Netflix allows you to download episodes in case you have poor quality internet or are wanting to save data from streaming. This is a positive feature for Netflix, as I know people who use this often and makes things much easier for them. Furthermore, because this streaming service can be downloaded on any device this makes it portable, therefore being able to take wherever, however with a TV you cannot do this.
Do you think Netflix is addictive, if so what are your reasons?
For the third question, I asked the focus group 'Do you think Netflix is addictive, if so what are your reasons?'. By asking this question I could identify why the platform is so popular and ever increasing in users and why people 'binge-watch'. One respondent said that 'When you remove the option to play the next episode you don't have to resist the urge', this linking to the hypodermic needle once again and the idea that the media works as a drug and suggests that the audience is drugged or addicted. I believe this to be true as Netflix has many features that allow the user to get addicted.
'Raymond Williams (1974) and others have suggested is the characteristic experience of television, especially in commercially funded systems, keen to keep fingers off channel buttons, to keep 'eyeballs' on their channel. Indeed the main role of - TV has been described, by both academics and advertisers, as 'selling the audiences to advertisers' - though 'selling audience attention' would be more accurate'. This relates to online streaming services as by 'selling audience attention' they create a system where they get sucked up and addicted. I fully believe that this is the case with Netflix as each episode roles into the next skipping intros, therefore creating the illusion of a never-ending episode, I also feel this is the reason for binge-watching
I personally find that at the end of an episode it will always show you a clip of the next episode, this, therefore, enticing the viewer in. Another response I had from the focus group was that 'Netflix is aware itself that it's addictive because if you let it automatically play it's so self-aware that it asks you are you still watching'
Which do you prefer Netflix or TV?
For the fourth question, I asked the focus group 'Which do you prefer Netflix or TV?' I asked this as a general question in the hopes I would gain deeper insight into why they like to prefer either or.
'I think that TV has like more interesting stuff', this was said in conjunction with genres as there are genres on TV that you cannot obtain on Netflix, for example, news or sports. This connects with another respondents answer, saying that 'It just depends on your preference', this can be linked to Morley (1992) as he states that 'personality types in the audience gave rise to certain needs some of which are directed to the mass media for satisfaction'. I feel this is very true when spoken about Netflix and it being a preference because TV and this streaming website both have different genres to watch, therefore depending on the genre you are wanting to watch you chose the reliable service.
When asked what which they prefer one respondent stated that 'If you want to keep up to date with the world then the TV is the way to go' and another responded to this with 'Whereas if you just wanna get lost', both of these linking with Blumler and Katz (1974) uses and gratifications theory which states 'Far from being duped by the media, this 'audience' is represented as made up of individuals free to reject, use or play with them. The needs to be gratified include those for diversion and escapism, for information, for comparing relationships and lifestyle of characters with one's own or for sexual stimulation.' Thus being relevant to the respondent's answer as they said to 'get lost', this being a form of diversion and showing that Netflix can be used like this. This was then broken down into more detail by Denis McQuail (1987) placing them into audience motivation categories, information, learning, personal identity, integration, and social interaction and entertainment. Whereas TV can be used for information and learning due to this being real.
What are the pros that Netflix has over TV?
The last question that I asked the group was 'What are the pros that Netflix has over TV?', as Netflix is on the rise with its users I wanted to identify why this was, one way I could do this was by asking this question. A response I gathered was 'TV you only have the option of what's on then and there', this shows that my audience is wanting to watch certain programmes that may not have been shown when they want it. However, with Netflix you have the option to chose what you want to watch there and then, this serving a purpose to why Netflix has significant users.
A response I had from one of the group was that they watch Netflix for the reason of avoiding adverts, 'Genuinely no adverts'. Again Raymond Williams (1974) theory can be applied 'keen to keep fingers off channel buttons, to keep 'eyeballs' on their channel', however this time it is opposed as viewers are beginning to dislike adverts, therefore, turning to streaming services where they can watch programmes ad-free.
References
Blumler, Jay, Katz, Elihu (1974) The Uses of Mass Communication, California; Sage.
McQuail, Denis (1987): Mass Communication Theory: An Introduction (2nd edn.). London: Sage
Morley, David (1992) Television, Audience and Cultural Studies, London: Routledge.
Williams, Raymond (1974) Television: Technology and Cultural Form, London: Fontana; 2nd edn 1990.
McQuail, Denis (1987): Mass Communication Theory: An Introduction (2nd edn.). London: Sage
Morley, David (1992) Television, Audience and Cultural Studies, London: Routledge.
Williams, Raymond (1974) Television: Technology and Cultural Form, London: Fontana; 2nd edn 1990.
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