1. copyright VICTORIA WALDEN AUGUST 2007 AUDIENCES Key Concepts in Media Studies - DEMOGRAPHICS

2. 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.

3. copyright VICTORIA WALDEN AUGUST 2007 MEDIA TEXTS These include all things which can be “read” within the Media such as: FilmVideoNewspapersMagazines Mobile Technology/ Internet RadioAnimationAdvertisingPhotographyTelevision

4. copyright VICTORIA WALDEN AUGUST 2007 DEMOGRAPHICS Who watches/ reads what? Demography is the study of human population. Demography is the study of human population. Demographics include filtering or identifying people by: Demographics include filtering or identifying people by: RACESEXUAL ORIENTATION RACESEXUAL ORIENTATION CLASSJOB CLASSJOB GENDERRELIGION GENDERRELIGION AGEDISABILITY AGEDISABILITY

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

6. 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

7. 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. Degree of success achieved. Balance between “new” man and the more traditional “old” man. Balance between “new” man and the more traditional “old” man.

8. 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.

9. copyright VICTORIA WALDEN AUGUST 2007 DEMOGRAPHICS Youth Market- The Youth Market is usually divided into “TRIBES” modern tribes include; Punks Punks Trendies Trendies Goths Goths Emo Emo Rock/ Metallers Rock/ Metallers “Chav” “Chav”

10. 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.

11. 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 them make a living. http://www.futurehi.net/images/maslow.jpg

12. copyright VICTORIA WALDEN AUGUST 2007 EXERCISE Can you identify yourself in one of the “youth” tribes and one of the specific attitudes and beliefs? 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? How do you think an advertiser could persuade you to buy a product?

13. copyright VICTORIA WALDEN AUGUST 2007 DEMOGRAPHICS CLASS- We divide class into 5 categories: A: Upper Upper Class: i.e. Royalty/ PM etc A: Upper Upper Class: i.e. Royalty/ PM etc B: Upper Class: MPs, Consultants, Lawyers, Headmasters, Bank Managers B: Upper Class: MPs, Consultants, Lawyers, Headmasters, Bank Managers C1: Upper Middle Class: Teachers, Secretaries, Solicitors, Architects C1: Upper Middle Class: Teachers, Secretaries, Solicitors, Architects C2: Lower Middle Class: Plumbers, Electricians, Mechanics C2: Lower Middle Class: Plumbers, Electricians, Mechanics D: Upper Lower Class: Unskilled workers i.e. Shelf stackers, road sweepers, rubbish collectors D: Upper Lower Class: Unskilled workers i.e. Shelf stackers, road sweepers, rubbish collectors E: Lower Class: Unemployed, Homeless, Non-income E: Lower Class: Unemployed, Homeless, Non-income

14. copyright VICTORIA WALDEN AUGUST 2007 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.

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

16. copyright VICTORIA WALDEN AUGUST 2007 ANSWERS Middle Aged, Upper Class Men interested in Politics and Golf. The Proms Queen’s SpeechEvening 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)

17. copyright VICTORIA WALDEN AUGUST 2007 EXERCISE Now try and explain why you picked the different programmes/ newspapers and magazines for the different audiences. 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? Why is it important that Producers are aware of audience trends and what different people want to watch?

18. 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? 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? How did you first realise who the intended audience was?

19. 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?