Narrowcasting
Broadcasting has been the popular method of delivering information to the masses since the advent of the printing press. Broadcasting, or the dispersal of information to a broad audience, has evolved into the more contemporary practice of narrowcasting – the dispersal of personalized information to specific individuals or groups. Narrowcasting is also known and referred to as niche or target marketing.
History
The scope, sense and meaning of narrowcasting have evolved from their simple beginnings at the dawn of modern printed media. In the beginning readers had few options in what publications they read. Each publication catered to the tastes, ideologies, opinions and views of its audience. Because the number of publications was limited by economics, each publication would cater to a broad audience. An example of narrowcasting in this era could be the placement of certain ads in certain sections of a newspaper. For example the placement of an ad for razors on the sports page because men often read the sports page and also often buy razors.
The invention of radio and television brought more opportunity for narrowcasting. Stations playing a certain medium could advertise certain products or services to certain consumers. A local malt shop may want to advertise on the popular music station while the local investment bank may want to advertise on the news station. A greater diversity of channels and stations allows for a greater diversity of music, opinions, news, advertisements and the like to be dispersed to the specific consumers willing to consume them. Narrowcasting in this context could be viewed as the ability of radio stations and television channels to deliver the entertainment, information, and advertisements that are most pertinent to their audience.
The emergence of cable television created a boom in the realm of narrowcasting. Because of economic and scientific limitations there is a limit on how many radio and television stations can exist. The introductions of cable television brought an increase in channels that focused on specific themes. “For example music television is presented on MTV (Music Television, VH1 (Video Hits One), and TNN (The Nashville Network); CNN (Cable News Network) offers 24-hour news coverage; ESPN (Entertainment Sports Network) boasts an all sports format; and C-Span covers the U.S. Congress. These highly focused channels allowed advertisers to market specific products to specific audiences” (Museum.TV par. 3).
The Internet, with its low startup costs and almost unlimited storage capacity is the perfect place for narrowcasting to evolve into its contemporary form. The vast number of sites that cater to numerous distinct individuals and groups are the ultimate setting to place niche advertisements. The interactive aspect of the web enhances a websites ability to display pertinent information and advertisements. For example a movie review website can present users with suggestions and advertisements for DVDs and local theaters based on what movies the user has previously liked and the zip code in which they live.
Political Narrowcasting
Political narrowcasting can be as un-technological as placing a Republican campaign ad in a prominently conservative magazine. The internet posseses many facets that enhance the ability to target a specific audience with a personalized political message far beyond the placement of ads in certain publications.
Political candidates can solicit certain companies that track consumers’ habits and preferences. Acxiom is the top company in this data mining trade. According to Peter Swire, professor of law and internet expert at Ohio State University, Axiom “takes public records, records from either state and county, your driver’s license, your marriage license, anything it can get, and it puts them together with your name and address. Once it takes all these records together and attaches it to your name and address, it can enrich the information anybody has about you (FRONTLINE par. 1).
These companies keep track of where and what you shop for, where you work, your contact information, what your preferences are and many other things that you may think are private. This information can be gathered through surveys, public records, or from private companies with your unknown consent via fine print. By using this information a political candidate can identify your political preferences and ideologies. When the candidate knows your political ideology it allows them to market to that political ideology.
It’s a big country. We have diversity in America. If you want to get up to 51 percent of the vote, you probably have to assemble a coalition of 20 or 30 or 50 demographic groups. So as a modern candidate, you want a targeted ad on the gun control, on the pro-life, on the military, on the economic issues. You’re going to want to have a message that’s tailored for each one of those groups. If you don’t do it, you’re putting out broadcast ads in a narrowcast world. You’re going to have your response rate lower, you’re not going to be spending your money well, and that means you’re falling behind in the arms race.
Peter Swire – FRONTLINE Interview
The tailoring of political messages to constituents raises some ethical questions. Some may say that this tailoring is good in that it lets constituents know which candidates support the issues that are important to them by removing the clutter of irrelevant issues. While this may be true to an extent, this removal of issues could allow politicians to circumvent issues that some constituents disagree with.
An example of the complications of narrowcasting can be explained through an example of a political candidate that supports gun control and opposes abortion. Democrats usually support gun control legislation and therefore would vote for the politician that would press for such legislation. Republicans usually are against abortion and would support a politician who would introduce or vote for legislation that was unfavorable towards abortion. Both groups dislike the ideology of the opposite party.
By marketing ads that show promotion of gun control towards Democrats and ads that detest abortion towards Republicans a politician is able to maximize his or her votes. Both Republicans and Democrats see that the politician supports issues that are important to them without seeing that the candidate also supports an ideology that they disagree with.
