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

DEMOGRAPHICS Who consumes 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

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

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, , 45-60, OVER 60 Sometimes people refer to generations, like baby boomers (born 1945 – 1955), Generation X (born from 1970 to 1980) or Generation Y (born 1980 to 1990). These are not an exact science, but rather trying to group a generation based on shared cultural experience, eg. The Vietnam War (Baby Boomers), the advent of the internet (Generation Y).

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.

Youth Market The Youth Market is usually divided into “TRIBES”. Modern tribes include; Punks Punks Hipsters Hipsters Goths Goths Emos Emos Grebos Grebos “Chavs” “Chavs” And many, many more.

GENDER Women are the most sought after by TV advertisements. 60% 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. Do women and men have different interests? Sometimes, yes. However, be prepared to back up your assumptions! Some accepted truths (like girls are bad at science and only teenagers play video games) are completely untrue. In fact, the largest audience for video games is over 25 years old! Do women and men have different interests? Sometimes, yes. However, be prepared to back up your assumptions! Some accepted truths (like girls are bad at science and only teenagers play video games) are completely untrue. In fact, the largest audience for video games is over 25 years old!

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, medium and large business owners, Headmasters, Bank Managers, lawyers B: Upper Class: MPs, Consultants, medium and large business owners, Headmasters, Bank Managers, lawyers C1: Upper Middle Class: designers, accountants, teachers and other white collar professionals C1: Upper Middle Class: designers, accountants, teachers and other white collar professionals C2: Lower Middle Class: Plumbers, Electricians, Mechanics – blue collar trained workers C2: Lower Middle Class: Plumbers, Electricians, Mechanics – blue collar trained workers D: Upper Working Class: Unskilled workers i.e. Shelf stackers, road sweepers, rubbish collectors D: Upper Working Class: Unskilled workers i.e. Shelf stackers, road sweepers, rubbish collectors E: Working Class: Unemployed, Homeless, Non- income E: Working Class: Unemployed, Homeless, Non- income

ATTITUDES & BELIEFS Mainstreamers Seek security. Tend to be domestic, conformist, conventional. Favour value for money brands. Nearly always the largest group. Aspirers Seek status. Materialistic, acquisitive, orientated to image and appearance, persona and fashion. Attractive packaging and branding is important. Often younger people with clerical and sales jobs. Succeeders Seek control. Strong goals, confidence, work ethics and organisation. Supports stability. Brand choice based on self-reward and quality. Typically higher management and professionals. Resigned Seeks survival. Rigid and authoritarian values. Interested in tradition. Brand choice stresses safety, familiarity and economy. Often older people. Explorers Seeks discovery. Energy, individualism and experience important. Values difference and adventure. Brand choice highlights satisfaction and instant effects. The first to buy new brands and products. Often young; 15 to 30. Strugglers Seek escape. Alienated and disorganised. Few resources beyond physical skills. Brand choice involves impact and sensation. Buys alcohol, junk food, lottery tickets. D and E demographic. Reformers Seeks enlightenment. Freedom from restrictions and seeking personal growth. Social awareness and independent judgment. Anti-materialistic (to a point) but aware of good taste. Selects products for quality.

But WHY do audiences consume media works? Uses & Gratifications Theory Blumler & Katz (1974) Escape (from reality) Escape (from reality) Social Interaction Social Interaction Identifying (with characters etc) Identifying (with characters etc) Inform & Educate (themselves) Inform & Educate (themselves) Entertain (themselves) Entertain (themselves)

TASKS FOR TODAY! 1. Write a profile of your target audience, making reference to the categories in this Powerpoint. 2. Make a list of your target audience’s likes, dislikes, other brands and media works which they would consume. 3. Explain how you will attract your target audience (ie. The subject, language, colours, style, themes, sales locations, etc of your media work). You will need to refer to as many of the 5 Uses & Gratifications as you can!