audiences

demographics

• age

• race

• gender

• location

• occupation

• income

social grade : A

• upper middle class

• higher managerial, administrative/ professional

social grade: B

• middle class

• intermediate managerial, administrative, professional

social grade: C1

• lower middle class

• supervisory

social grade: C2

• skilled working class

• semi/ unskilled manual workers

social grade: D

• working class

• semi/ unskilled manual workers

social grade: E

• lowest level of subistence

• state pensioners or widows, casual or lowest grade workers

psychographic: mainstreamers

• largest group of people

• conventional and conformists

• follow latest trends

• seek and security

psychographic: Aspirers

• materialistic

• geared towards image, appearance and status

• tend to be younger people

psychographic: succeeders

• strong goals and work ethic

• quite confidant and good organisation

• seek control

psychographic: resigned

• rigid in ways

• authoritarian values

• past and tradition

• seek survival

psychographic: explorers

• energy

• individualism

• experience is important

• value difference

• typically younger people

• seek discovery

psychographics: strugglers

• feel alienated

• disorgansed

• lower demographics

• few resources beyonf physical skills

• seek escape

psychographics: reformers

• believe in freedom and loss of restrcition

Maslows hierarchy of need

self-actualisation: morality, creatvity, spontaneity, problem solvings, lack of prejudice, acceptance of facts

esteem: esteem, confidence, achievement, respect of others, repect by others

love/belonging: friendship, family, sexual inimacy

safety: security of body, employment, resources, morality, family, health

physiological: breathing, food, water

how does media target need for safety?

• newspapers use the need/ desire for safety/ health/ protection etc as a trigger that encourages people to buy or read them

how does media target need for love and belonging?

• many TV formats rely on narratives that draw audiences into the personal lives (or “journey”) of charachters

• some formats also grant esteem or public success, others reflect pseudo relationship we live out vicariously and without risk to ourselves

• some media texts offer a sense of social interaction

• stories about families and everyday life can be useful

• soap operas offers a social fulfillment

• older people can become lonely and disconnected with society, yet they will still have the need for social interaction

primary audiences

intended consumer of a media text

secondary audience

the other people who might consume the text

mass media

appeal to large audience

niche media

appeal to specific audience