Scriptwriting in the electronic media will be studied through a frame composed of four key elements:

1. Target Audience: Electronic media writing is, by its very nature, "mediated." This means that something "stands between" the writer/producer and the ultimate consumer. With rare exceptions like Powerpoint presentations, we never see our audience, so it is critical to describe our likely viewer/listener and try to see and/or hear our work from his/her point of view.

The ratings companies (Arbitron for radio and Nielsen for TV) have found that age and gender are the two most important demographic (physical) attributes that affect viewing/listening habits. They have defined a series of age brackets which seem to represent stages of maturity and are helpful for writers and producers to consider. They are:

0-12 years
13-17 years
18-24 years
25-34 years
35-54 years
55+ years

2. Story (plot): The best way to convey information is to tell stories. The best commercials and corporate videos often have a rudimentary plot.

3. Character (dialog): Stories usually are told through the words and actions of characters. As writers the easiest way we have to give depth to a character is through crafting his/her dialog. Most stories tend to be either plot-driven or character-driven, but a good media writer needs to be able to approach a project from either direction.

4. Conflict: While conflict is often listed as one of the components of plot, it is possible to construct a plot lacking in conflict. Students tend to think of conflict as overt, as in physical or verbal confrontation. Conflict, however, can be as subtle as the "struggle" to select the best laundry detergent so your family's clothes will look bright. In general, conflict draws the viewer/listener into the story line and helps with the retention of information.

Media Ethics.

While media ethics is covered in Chapter #3 of our text, we will examine it in depth later in the semester. I think it has to be studied within the context of style and format which we will explore first.

This does not mean that media ethics are not important, however. As electronic media writers, producers, editors, Webmasters, etc., we are the direct descendants of the storytellers who in pre-historic times sat around campfires and told stories that passed culture from one generation to another. Every time you type a shot sequence on your computer, record a sound bite or video clip, select a story to include or delete from a newscast or Web page, try to imagine the effect this decision will have on your ultimate consumer.

There is a lot of garbage out there, but the electronic media have the power to inform and enlighten as well as merely numb the target audience.

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