ˏˋ°•*⁀➷ Audience //

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 A target audience is the intended audience for a source of media, who you are tailoring your message towards.

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So who is the target audience for the following?:

Stranger Things - 15-25 or dual audience, more 80's nostalgic audience. (abc1e)

Shang-Chi - Action craving ()

Snapchat - adolescents who wish to meet new people and or start relationships. ()

Its very important to get an age rating correctly and that the governing bodies agree with that or people may end up getting fired as a film wont be able too succeed.

Age - How old are they?, whats their maturity level?, whats their spending level?

Sex - Gender, Sexuality,

Occupation - Financial,

Education - 

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Audience Groups are split into:

a- Lawyers, Doctors, Scientists and well-paid professionals (uni)

b- Teachers, Middle-Management, Fairly well-paid professionals (uni)

c1- Junior management, bank clerks, nurses, 'white collar professions'

c2- electrician, plumbers, carpenters, 'blue-collar professions'

d- manual workers e.g. drivers and postal workers

e- students, unemployed, pensioners

d is seen as "less skilled workers" or "unskilled workers".

a and b is seen as "skilled workers" as they required university.

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As of 2024, here are the current statistics of 'Netflix' and 'Spotify' according to yougov.co.uk

In comparison, they both have a similar amount of fame however, the popularity of Netflix is higher than Spotify by 20%. This can indicate that Spotify may be less customer concerned than Netflix as there are fewer positive comments. This can be further backed up by the increased percentage of dislikes of Spotify compared to Netflix.

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A psychometric audience profile defines an audience by how they think and considering their values, attitudes and lifestyle (VALS). This is a better was to measure audience due to its more in-depth delegation. A method of categorization to do with advertising was developed by Young and Rubicam.

What is an Aspirer?

These people want status brands to show their place in society. They are happy to invest into luxury goods and consider themselves stylish.

What is an Explorer?

These customers aren't so interested in status, rather discovery. Finding new places, new brands and trying to make the most out of the world.

What is a Mainstreamer?

Mainstreamers make up 40% of the population and seek security rather than taking risks. They are interested in their value for money and are happy with being a part of a larger group.

What is a Reformer?

This person is interested in changing the world. They are much more keen to learn new things and change themselves to make the world a better place. They are actively uninterested in people like aspirers. These are the type of people to buy the fair-trade products and responsibly sourced products.

What is a Resigned?

These are utterly uninterested in anything new and most likely would be happy to eat the same food and use the same clothes every day. They seek to survive and have come to trust and believe they can invest in safety.

What is a Struggler?

Doesn't think ahead, thinks day to day. They are just trying to escape. Whether that be their not very financially stable job, they are just interested in escapism.

What is a Succeeder?

They are very much in control. They work hard and believe that they deserve the best for it. They are much more sophisticated and care about value and control. 

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Media Effects Theory or Hypodermic

 Needle Model- Albert Bandura

Up until this point, there was a purging of violence where people would watch violence instead of going out and acting on the violence, examples of this would be bull fighting, roman jousting, wrestling and many more.

Some people believe that the media and influence people directly - almost like injecting them with belief. It's fair to say that he "scared" a lot of people. An example of this was how Bandura placed a Bobo doll into a room with an adult and a child. Next, the adult would beat up the doll for 10 minutes recklessly, then would leave the room. What he found was that the children followed this aggressive behavior and continued to beat up the doll. This was all caught on camera in the 1960's, and the experiment was most accurate when the child and adult were of the same gender.

The media enjoy to compare video games and violence within it and blame aggressive human acts onto the video games, although this may have given those people a suggestion, it is very selective and bias in the way that it is viewed as the other 99.99% of people who play the same video game, are not out and replicating these acts.

but... it's a powerful theory.

The Uses and Gratification Theory

This was the first theory which countered the Effects Theory where if you believe you have control over what you watch, you use the media more than it uses you. You are likely to subscribe to the gratification model.

Soaps allow some people to fulfill their human interaction and theoretically becomes their friends. This is seen more in elder ages and they sometimes talk about them as if they're real people. This allows to treat the audience with slightly more individuality.

This model evolved to Stuart Hall's theory...

Reception Theory - Stuart Hall

When we encode, we create a message however when we decode. Audiences might take something out of the media which wasn't intended. An example of this, in the Lion King, the intended meaning is that Simba went back to face his problems, to be brave. The problem is, not many people will take that message out, for certain meanings. 

The dominant hedromonic position - we understand the preferred meaning and take it on.

The negotiated position - reader excepts some of the message yet negotiates other parts, compromise.

The oppositional reading - when the reader rejects the message and the assumption behind it.