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Audience

Audience. Objectives. Learn about target audience Learn the different ways of categorising them Understand why media texts use these catagorisations. Audience Research 1: Demographics. This defines the adult population largely by the work that they do. psychographic profile .

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Audience

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  1. Audience

  2. Objectives • Learn about target audience • Learn the different ways of categorising them • Understand why media texts use these catagorisations

  3. Audience Research 1: Demographics • This defines the adult population largely by the work that they do

  4. psychographic profile • The advertising agency Young and Rubican • known as their 4C’s Marketing Model http://www.4cs.yr.com

  5. psychographic profile

  6. This 4C’s Marketing Model needs a bit of getting used to. It is very useful for marketing a product as it can point to the most likely target audience for that particular product. This marketing model will be useful when you come to decide on the target audience for your practical project. • Which audience category does a crime drama try to appeal to?

  7. Why do we use media? Blumler and Katz’s theory suggests that media users play an active role in choosing and using the media. Media users choose a media source that best fulfils their needs. Uses and gratifications assume that the user has alternate choices to satisfy their need.

  8. Uses and Gratifications theory 4 categories • Diversion - escape from everyday problems and routine. • Personal Relationships - using the media for emotional and other interaction, e.g.) substituting soap operas for family life • Personal Identity - finding yourself reflected in texts, learning behaviour and values from texts • Surveillance - Information which could be useful for living e.g.) weather reports, financial news, holiday bargains

  9. Hierarchy of NeedsTask 3 • An American psychologist, Abraham Maslow, suggested that we all have different layers of needs. We have to achieve certain needs before going on to the next layer. • Basically we all need to be able to eat and sleep in safety before we can go on to more complex social needs, such as getting married.

  10. His Hierarchy of Needs suggests that once people have their basic needs met like housing, food, safety, shopping, technology, and a job they can then go on to satisfy successively ‘higher needs’ that occupy a set hierarchy or system of ranking. • Maslow studied well respected people such as Albert Einstein, and American presidents, and he studied one percent of the healthiest college student population.

  11. He came up with this pyramid where basic needs are at the bottom and at the top something called ‘self actualisation’. • This describes a person who has gained the respect of a lot of other people – perhaps a prime minister – and has a high level of self esteem and self respect.

  12. So what has this to do with media texts? • It is very relevant to advertisers, and institutions that carry advertising – newspapers, cinema, television and radio channels.

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