L8: External Factor (social -behavioural factors) (3.1)

What are the 3 social behavioural factors?

EDI (Equality, diversity and inclusion) - (equal rights and opportunities) making sure everyone’s treated fairly, regardless of their background or difference.

Impact on influencers & endorsements - (different people and background) encouraging individuals to buy products or services.

Ethics - (everyone has access and feels included) people’s choices and preferences influenced by social acceptance (what society considers as right or wrong)

What is equality?

Ensuring everyone has equal rights and opportunities, without discrimination e.g. being treated equally when applying for jobs regardless of age.

What is diversity?

Including people from different social and ethnic backgrounds, genders and sexual orientations.

What is inclusion?

Providing equal access to opportunities and resources for everyone, including people who might otherwise be excluded due to physical or intellectual disabilities.

Why are diverse perspectives important in the media industry?

They bring different viewpoints and experiences, leading to more innovative ideas and relatable media products e.g. Barbie (2023) – written by Greta Gerwig, explores traditional gender roles, patriarchy and power from a female perspective.

What is cultural representation in media?

Including different cultures and identities in media products so that stories represent a wider range of people and experiences e.g. Black Panther – Features a Black writer, filmmaker and actors, representing Black culture and identities positively (if they’re too much negativity=bad reviews=no one will watch it).

How does diversity help media products reach a broader audience?

Authentic representation of diverse groups can attract wider audiences. Research shows that films and TV shows with inclusive representation often perform better, and consumers are more likely to engage with brands that show diversity in their advertisements.

What are influencers and how are they used in business advertising?

Businesses use social media influencers across different niches to promote products and services.

What is celebrity endorsement, and how does advertising benefit businesses?

A recognised person collaborates with a brand to promote a product or service, increasing brand awareness and sales. Actors may also spend money on advertising to encourage people to watch a film.

What are ethics?

A system of moral principles that affects people’s decisions and how they live. Ethics are not laws.

How can ethics affect an audience’s viewing choices?

People may choose to watch or avoid content based on their morals or feelings. For example, someone may avoid a violent film.