The purpose of these upfront promotions is to show the advertisers the network’s audience and the connection between the network and their type of audience. The presentations aim to bridge the gap and create the link between the advertisers and the audience that will be watching the media texts. “Selling audiences” is a great way to describe the intention of these presentations. In the end the networks need the advertising revenue to produce the shows that bring in the large audience. The networks must produce certain media texts that will bring in the audience that the advertisers are looking for. If networks audiences are between the age of 20 and 40, advertisers have a broad range of ways to connect to the viewer. They can try to target the young generation and also target the older viewers. Particular shows are needed for networks to create an image for themselves. They want to present the advertisers with the underlying shape and face of the network. The look of the network is a main goal for the presentations in showing the advertisers their plans for the future and their goal for the upcoming seasons
In relation to culture and society, the networks in a way shape our culture. They produce certain shows that they think connect to the people. The networks are always trying to create that next “big hit.” If the show is a success then the advertisers will pay top dollar for airtime and the networks will have a raise in revenue. In our society today, vampire shows, upper class shows, and reality shows are the big hits. Our culture is linked and in favor of these types of shows. So in a way the networks connect to our culture. The media is a huge tool that helps define our culture. Media texts play a major role in how our society looks at certain people. For example, millions watch the Jersey Shore, which depicts a certain stereotype. However most people from New Jersey and not at all similar to the characters presented in the show. Certain media texts create a cultural buzz and create stereotypes. Multiple shows have done this. The connection between audience, advertisers, and networks is complex, however they are all related and all use each other for certain things. There are deep connections that exist between these three.
http://www.media-awareness.ca/english/issues/stereotyping/index.cfm (article on media stereotyping)