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					AUDIENCES
 Key Concepts in
  Media Studies
- DEMOGRAPHICS


 copyright VICTORIA WALDEN
        AUGUST 2007
MEDIA AUDIENCE

…The CONSUMERS of mass media texts.

Media audiences can be a group (cinema) or
individual (reader). Consumption can take
place in public or private and can be
domestic, leisure or work related.

              copyright VICTORIA WALDEN
                     AUGUST 2007
MEDIA TEXTS
These include all things which can be “read” within the Media such as:
                              Film
                             Video
                          Newspapers
                           Magazines
                  Mobile Technology/ Internet
                             Radio
                           Animation
                          Advertising
                         Photography
                           Television

                         copyright VICTORIA WALDEN
                                AUGUST 2007
DEMOGRAPHICS
Who watches/ reads what?
• Demography is the study of human
  population.
• Demographics include filtering or identifying
  people by:
• RACE               SEXUAL ORIENTATION
• CLASS              JOB
• GENDER             RELIGION
• AGE                DISABILITY
                  copyright VICTORIA WALDEN
                         AUGUST 2007
DEMOGRAPHICS

The 5 Demographics we most commonly
 consider in Media are:
             • Class/ Income
                   • Age
                 • Gender
    • Interests/ Attitudes & Beliefs
                  • Race
             copyright VICTORIA WALDEN
                    AUGUST 2007
DEMOGRAPHICS

RACE/ ETHNICITY- Country/ Cultural Origin i.e. African,
  Ethnic Minorities (within a culture), British, Asian etc…

INTERESTS- i.e. fishing, sports, films- this helps in
  identifying WHO buys certain products/ watches certain
  programmes. For example, men that like film often like
  gadgets. Men that like cars quite often like football…

AGE- We usually split into RANGES i.e. UNDER 16, 16-19,
  19-25, 30-45, 45-60, OVER 60

                     copyright VICTORIA WALDEN
                            AUGUST 2007
DEMOGRAPHICS
GENDER-
Women are the most sought after by TV advertisements.
  60% 20-30 yr olds buying properties are Women. 70%
  of household purchases are done by Women.

Men still make 64% of business decisions so are still
  targeted. Men are often split in to 2 intersecting
  segments:
• Degree of success achieved.
• Balance between “new” man and the more traditional
  “old” man.
                   copyright VICTORIA WALDEN
                          AUGUST 2007
DEMOGRAPHICS
FAMILY LIFE CYCLES-

SINGLES- Young single people living alone.
NEWLY MARRIED COUPLES- young with no children.

FULL NEST 1- young married couples with youngest child under 6.
FULL NEST 2- young married couples with youngest child 6 or over.
FULL NEST 3- Older married couples with dependent children.

EMPTY NEST 1- Older married couples still in workforce, no children
  living with them.
EMPTY NEST 2- Older married couples retired, no children living at
  home.

SOLITARY SURVIVOR IN WORK PLACE.
SOLITARY SURVIVOR, RETIRED.
                        copyright VICTORIA WALDEN
                               AUGUST 2007
DEMOGRAPHICS
Youth Market-

The Youth Market is usually divided into “TRIBES” modern
  tribes include;
• Punks
• Trendies
• Goths
• Emo
• Rock/ Metallers
• “Chav”
                    copyright VICTORIA WALDEN
                           AUGUST 2007
DEMOGRAPHICS
ATTITUDES & BELIEFS-
BELONGERS- Traditional, conservative conformists; family-orientated,
  like security, hate change and like a strong community
EMULATORS-Young people searching for an identity, desiring to fit
  into adult world, but can be discouraged about prospects.
EMULATOR-ACHIEVERS- Successful, enjoy acquiring things and buy
  brand names.
SOCIETALLY CONSCIOUS ACHIEVERS- Inner peace and
  environment more important than financial success; want personal
  fulfilment, lovers of outdoors and fitness, like to experiment.
NEEDS DIRECTED- Survivors on incomes that only allow needs and
  not wants to be fulfilled; pensioners and those on unemployment
  benefits, for example.



                       copyright VICTORIA WALDEN
                              AUGUST 2007
 DEMOGRAPHICS
"Maslow developed a model
  called the "Hierarchy of
  Needs”, which
  demonstrates that we
  must fulfil our basic
  needs (at the bottom)
  before progressing up to
  the next step and so on.
Advertisers know this…there is no
point advertising a flashy new car
with GPS, blue lights, original
design to someone who can
barely afford to live. If they need
to buy a car, they will want to know
how it can get them from A-B to help http://www.futurehi.net/images/maslow.jpg
them make a living.
                            copyright VICTORIA WALDEN
                                   AUGUST 2007
EXERCISE

• Can you identify yourself in one of the
 “youth” tribes and one of the specific
 attitudes and beliefs?

• How do you think an advertiser could
 persuade you to buy a product?


                copyright VICTORIA WALDEN
                       AUGUST 2007
DEMOGRAPHICS

CLASS- We divide class into 5 categories:
• A: Upper Middle Class: Higher managerial,
  administrative or professional
• B: Middle Class: Intermediate managerial,
  administrative or professional
• C1: Lower Middle Class: Supervisory or clerical and
  junior managerial, administrative or professional
• C2: Skilled Working Class: Skilled manual workers
• D: Working Class: Semi and unskilled manual workers
• E: Lower Class: Unemployed, Homeless, Non-income

          http://www.businessballs.com/demographicsclassifications.htm
EXERCISE

 How do PRODUCERS attract a particular
             audience?


TASK

Look at the following audience types and think about the
  different magazines/ newspapers/ TV programmes/ films
  they may watch.
                   copyright VICTORIA WALDEN
                          AUGUST 2007
EXERCISE                                      MATCH (magazine)
                                                      Kidulthood (Film)
                                                           The Proms (TV)
                                             Queen’s Speech (TV)
1.    White, British, Middle Aged, Upper
                                              Evening Standard (Newspaper)
      Class Men interested in Politics and         The Sun (Newspaper)
      Golf.
                                             Take A Break (magazine)
2.    Young Male teenagers of ethnic
      descent living in London, interested     Spiderman (Film)
      in girls, having fun and spending         Sense and Sensibility (Film)
      time with their mates.
3.    Young Middle Class males,              Coronation Street (TV)
      interested in film.                      Neighbours (TV)
4.    Middle aged, Upper Middle or Upper
      class housewives with children,         Trinny and Suzanna (TV)
      interested in family, shopping and              Match of the Day (TV)
      gossip.
5.    Lower class, working woman with
                                                     Loose Women (TV)
      children interested in gossip and      2 Fast 2 Furious (Film)
      neighbourhood friendships.
6.    Lower class, working men
                                             City of Lost Children (Fr) (Film)
      interested in football and drinking            Empire (Magazine)
      with mates.

Now look at this list of programmes/
      magazines and newspapers- which
      ones would you match with each
      audience group.
                                copyright VICTORIA WALDEN
                                       AUGUST 2007
EXERCISE

• Now try and explain why you picked the
 different programmes/ newspapers and
 magazines for the different audiences.

• Why is it important that Producers are
 aware of audience trends and what
 different people want to watch?

               copyright VICTORIA WALDEN
                      AUGUST 2007
EXERCISE

• Watch 4 films that seem to be aimed at
 the same audience demographic- what
 similarities do these films have with each
 other?

• How did you first realise who the intended
 audience was?

               copyright VICTORIA WALDEN
                      AUGUST 2007
ANSWERS
               Middle Aged, Upper Class Men interested in Politics and Golf.
                     The Proms                Queen’s Speech                        Evening Standard

Young Male teenagers of ethnic descent living in London, interested in girls, having fun
   and spending time with their mates.
                     MATCH (magazine)         Kidulthood (Film)         2 Fast 2 Furious (Film)

Young Middle Class males, interested in film.
         Empire (Magazine)       City of Lost Children (Fr) (Film)     Spiderman (Film)

Middle aged, Upper Middle or Upper class housewives with children, interested in family,
                                  shopping and gossip.
                          Loose Women (TV)         Sense and Sensibility (Film)


Lower class, working woman with children interested in gossip and
   neighbourhood friendships.
Take A Break (magazine)   Coronation Street (TV)     Neighbours (TV)    Trinny and Suzanna (TV)

Lower class, working men interested in football and drinking with mates.
                     The Sun (Newspaper)        Match of the Day (TV)




                                   copyright VICTORIA WALDEN
                                          AUGUST 2007
DEMOGRAPHICS
Something to think about….

What TV programmes/ Magazines/ Newspapers/
 Films do you watch/read?

Identify yourself in the demographics of society-
  do you think you are the “INTENDED” audience
  for what you watch/read?

                 copyright VICTORIA WALDEN
                        AUGUST 2007
Find out the demographic profile of
three different magazines
• http://megamediamarketing.net/demogra
 phics.html

• http://www.bauermedia.co.uk/press/nrs

• Google name of magazine +
 demographics / nrs
Appeal to audience

• Select one magazine
• Identify its target demographic as closely
  as possible
• Select one article within the magazine and
  identify exactly how it sets out to appeal
  to its audience


                copyright VICTORIA WALDEN
                       AUGUST 2007
Homework for 5 October
On a magazine of your own choice:
• Explain the demographic profile of the magazine and the
  primary audience (average reader)
• Select one article and explain in detail how it appeals to
  its primary audience
• Discuss text, image and layout

• Bring the magazine in next week, along with with the
  work

                     copyright VICTORIA WALDEN
                            AUGUST 2007

				
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