Week 05: Audience Industry Perspective

What is the media industry’s main goal when constructing audiences? 

To create and sell audiences to advertisers by packing people’s attention as a product. 

What was the early idea of a “mass audience”?

Everyone in society was viewed as the same—media made one-size-fits-all messages assuming all people reacted alike.

What historical period shaped this concept?

The industrial revolution, which emphasized standardized products and a standardized lifestyle

What did researchers originally believe about how people process messages?

That media messages were received and process identically by all audience members

Why did scholars reject the mass audience theory? 

Research in the mid-20th century showed people interpret media within social context—discussing, sharing, and filtering through relationships 

Is the term “mass communication” still used?

Yes—but “mass audience” is no longer supported by research

What is a niche audience?

A specific subset of people with shared interest, demographics, or lifestyles

Why do media companies target niches? 

To sell more precisely defined audiences to advertisers—each person belongs to multiple niche groups 

What challenge does the industry face?

Identifying profitable niches so they can sell access to them

Geographic Segmentation

Oldest form; based on location. Key for local radio, TV, and newspapers

Demographic Segmentation 

Age, gender, ethnicity, income, education. Usefulness is declining because lifestyles are more diverse

Social-Class Segmentation

Based on worldview, not just income. Looks at how people see themselves and others

Geodemographic Segmentation

Combines geographic + demographic data. Assumes similar people cluster in neighborhoods

Psychographic Segmentation 

Uses demographic + lifestyles + product use to define audiences. Includes 12 American lifestyles and VALS Typology (Values and Lifestyles Survey) 

What is the most valuable commodity in media? 

Attention—breaking through people’s automatic filters

How do media attract and maintain attention?

Appealing to existing needs and interests. Using algorithms and personalization. Conditioning audiences for repeat exposure