Media Audience

 How do different media forms target, reach and address audiences. How do audiences become producers themselves

Types of audiences:

  • Class
  • Age
  • Gender
  • Ethnicity
  • Religion
  • Politics

Generations:

  • Baby Boomers-1946-1964
  • Gen X-1965-1980
  • Gen Y-1981-1996
  • Gen Z-1997-2012

Occupational groups

  • A-lawyers, doctors, scientists, well paid professionals
  • B-teachers, middle management, fairly well paid
  • C1-junior management, bank clerks, nurses, white collar professional
  • C2-electrician, plumbers, carpenters, blue collar professional 
  • D-manual workers
  • E-students, unemployed, pensioner
Psychometric audience defines an audience by their values and how they think and their lifestyles that affect how they consume media. A specific method of categorization specific to advertising was developed by Young and Rubicam marketing and communication company
Types of consumers:
  • Aspirer-wants status through the items they buy and will happily invest in luxury goods even if they can't afford it
  • Explorer-like to discover new and innovative brands
  • Mainstreamer-40% of the population and use tried and trusted brands with less risk
  • Reformer-defined looking for brands that are good for themselves or the environment
  • Resigned-uses the traditions they have built up over time
  • Struggler-live day to day and only care for survival
  • Succeeder-high social status and nothing to prove, believe they deserve the best

Names for audience types

  • niche - small and specific group of people; such as The Killing
  • fan - people more involved in the text; such as Stranger Things who got involved with merch and Minecraft with its streamers and YouTubers
  • constituency - group of fans together; such as Disney fan clubs
  • mainstream - audiences of bigger groups; such as Stranger Things
  • national - audiences for one country; such as The Killing
  • global - could be anywhere; Disney The Jungle Book
  • Specialised - very specific; such as Radiohead

Paragraph

The Killing targets a national audience audience with lots of its themes about issues happening in Denmark during its release such as xenophobia and immigration as well as the strong presence of politics. It operates in another niche audience in the UK for a specialised audience of fans of foreign shows.

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