Week 7 & 8 : Research Proposal

The class BCM 240 named “Media Audience Place” which means we would learn to understand the audience’s reaction to the media.  People get the information via media when they are restricted to the same place. Their process and response to the use of the media are conveying messages to us. The performance of their behavior which can inspire us to evolve the media area. It is kinda similar to what a UX designer does.

UX designers focus not only on interface design, but also on everything that affects the user experience, such as information architecture, interactive design, Content, user perception, experience, needs, and values. UX designers need to examine user experience in using the interface through user interviews or qualitative-quantitative UX research methods. To make sure the result of the user experience is good or not. This is about the UX designer’s job but our work not on the graphics information. Our work is appropriate in video advertising production, media content creation, App Design, television program and film production etc which related to the media market, the digital market and the content market etc.

“The reaction of people to the electronic media advertising at the Hong Kong bus shelter”

Here is my research project of the class BCM 240 is “The reaction of people to the electronic media advertising at the Hong Kong bus shelter”.  This the topic first came up of my mind as it related to my further career as an advertising production or social media editor or a content creator.


Why I chose the bus shelter? The bus shelter is where people wait for the bus. In Hong Kong, most bus shelters have advertising light boxes. As of September 2012, the three Hong Kong franchised bus companies had a total of 7,016 bus shelters with billboards. Since the passengers necessary waiting at the bus shelter for a certain period of time so there is a relative time interval to watch the bus shelter advertisement.

Therefore, the bus shelter is a place suitable for outdoor publicity. Merchants also can select specific areas according to the needs of product services and target customers. The advertising lightboxes can be displayed 24 hours a day in front of pedestrians passing by bus shelter. According to the survey of the effectiveness of Nielsen’s bus shelter advertising lightboxes in 2010, 61% of respondents were able to recall the relevant advertisements seen at the bus shelter billboards.

You may confuse of how does the bus shelter advertising lightboxes related to our BCM 240 lesson “Media Audience Place”. Actually it does.

Nearly two years, I notice the bus shelter advertisements is different than others in Tsim Sha Tsui Nathan Road Park Lane Shopper’s Boulevard. The advertiser not normally using the graphic poster to promote the product now. They are making advertisements for products at bus stops just like creating an Installation art. The Installation art” not only get attention from people. It is able to “interact” with people through the media. This makes me very interested to find out how people react of this electronic media advertising bus shelter and the efficiency of this advertising way to promote products.


1. Traditional ethnography
(Media + Audience, Face to Face interview)

2.Online ethnography
(Media + Audience, Online interview)

3. Digital ethnography
(Media + Audience + Place, sensory-based observations)

Observation Location:
1.Tsim Sha Tsui, Nathan Road
2.Causeway Bay, SOGO

The number of people interview:

I think I may choose all of them as my collect data method. The observation location would be Tsim Sha Tsui, Nathan Road and Causeway Bay, SOGO. The third observed location I still looking for as Hong Kong only have this two bus shelter advertisements are different than others.  Maybe I would find a street has lots of people to be my project observe the target. The number of people I will interview is around 5 to 10 people. I will record their voice as my interview data. I choose to keep the voice record as people may not willing to go on the camera even it is for the academic purpose. I will allow the interview people to speak Cantone or Mandarin during the interview and translate it into English and edit it to the video.

5 Research Question:

1. why the Hong Kong advertiser use the media way on the  Bus Shelter advertisements?

2. How do people react to this Bus Shelter media advertisements?

3. What do people think of the Hong Kong advertiser use the media way on the  Bus Shelter advertisements?

4. Is it really effective to get people’s attention?

5. Is this efficiency impact related to location?


Here is my time I plan to follow my project:

9/7   Tsim Sha Tsui, Nathan Road Bus Shelter Observation
12/7  Causeway Bay, SOGO Bus Shelter Observation
13/7  Other Bus Shelter Observation Location
14/7  Date for Interview
15/7  Data Check

16/7 Visual Data sorting
17/ 7 Visual Data Check


Anonymous. (n.d.). Hong Kong Bus stop advertisement. Retrieved from

Jcdecaux Cityscape. (n.d) Bus Shelter Retrieved from



Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s