Lesson 1 - Introduction to Media Audiences
- 1. Odd One Out?
- 2. Audience Lesson 1: Introduction to Audience
- 3. How could you describe these 3 groups of people? What common characteristics do they share?
- 4. What common characteristics do they share? Group A
- 5. What common characteristics do they share? Group B
- 6. What common characteristics do they share? Group C
- 7. Learning Questions • What is an audience? How can I categorise them? • What are demographics? • How do newspaper front covers target particular audiences?
- 8. Demography is the study of the human population through categorizing groups by quantifiable characteristics. There are 9 categories in demographics – what could they be?
- 9. DEMOGRAPHICS Demography is the study of the human population through categorizing groups by quantifiable characteristics. RACE CLASS GENDER AGE GENERATION SEXUALITY DISABILITY RELIGION JOB
- 10. AGE • Age Ranges – 15 to 18 – 18 to 25 – 26 to 34 – 35 to 44 – 45 to 54 – 55 to 64 – 65 and Over
- 11. Class based on Profession (or the profession of your parents) A B C1 C2 D E Upper- Middle Class Middle Class Lower-Middle Class Skilled- Working Class Working Class Subsistence Professionals Or Administrative High Managerial Professionals Or Administrative Intermediate Managerial Professionals Or Administrative Supervisory Clerical Junior Managerial Skilled Manual Workers Semi-Skilled & Unskilled Manual Workers Pensioners Casual Workers State- supported
- 12. Young & Rubicam’s 4 C’s Aspirers Explorers Reformers Strugglers Mainstreamers Succeeders Resigned Click here for PDF with in- depth info on the 4 C’s
- 13. • The advertising agency Young and Rubicam invented a successful psychographic profile known as their 4C’s Marketing Model www.4cs.yr.com The 4 Cs stand for Cross Cultural Consumer Characterisation. They put the audience into groups with labels that suggest their position in society. Young & Rubicam’s 4 C’s
- 14. Aspirers SEEKS STATUS. Materialistic, acquisitive, orientated to image and appearance, persona and fashion. Attractive packaging more important than contents. Typically younger people, clerical and sales jobs
- 15. Explorers SEEK DISCOVERY. Energy, individualism and experience. Values difference and adventure. Brand choice highlights satisfaction, and instant effect. The first to try new brands. Younger demographic – students.
- 16. Reformers SEEKS ENLIGHTENMENT. Freedom of restrictions and personal growth. Social awareness and independent judgement. Anti- materialistic but aware of good taste. Has attended higher education and selects products for quality.
- 17. Strugglers SEEKS ESCAPE. Alienated and disorganised. Few resources beyond physical skills. Brand choice involves impact and sensation. Buys alcohol, junk food, lottery tickets. Typically D and E demographic.
- 18. Mainstreamers SEEKS SECURTY. Tend to be domestic, conformists, conventional, sentimental – favour value for money family brands. Nearly always the largest group.
- 19. Succeeders SEEK CONTROL. Strong goals, confidence, work ethic and organisation. Supports stability. Brand choice based on self-reward and quality. Typically higher management or professionals.
- 20. Resigned SEEKS SURVIVAL. Rigid and authoritarian values. Interested in the past and tradition. Brand choice stresses safety, familiarity and economy. Typically older people.
- 21. • Who is the target audience for this front cover? • Name three different demographics it targets. Provide evidence for each. • How has the media targeted them using media language? • Psychographics?
- 22. • Find a newspaper cover online (Sun or Daily Mirror) and write down who the target audience is. • Name three different demographics it targets. Provide evidence for each. • How has the media targeted them using media language? • Psychographics? https://uploads.guim.co.uk/2017/07/17/Gdn23June17.pdf
- 23. Stuart Hall Media Studies: Key Theory Media Audiences
- 24. Stuart Hall • Meaning in texts is encoded through media language. • The ways in which texts are decoded often reflect the encoded meaning although this cannot be guaranteed. • These ‘preferred’ readings are likely to be dominant due to the positioning of the audience through media language. • Other possible readings can be described as negotiated or oppositional, reflecting resistance to the encoded meaning.
- 25. HOMEWORK • Buy a copy of the Sun or Daily Mirror. • Read through it and make notes on at least two articles/images on how the audience (reader) is positioned to feel a certain way.