LO: LO: to understand how audience to understand how audience research methods andresearch methods and

audience theory can be applied audience theory can be applied to AS and A2 coursework.to AS and A2 coursework.

Audience Profiles and research methodsAudience Profiles and research methods• Before a film or magazine is released it has to be Before a film or magazine is released it has to be

market researched to its target demographic by the market researched to its target demographic by the industry.industry.

• What is market research?What is market research?• Preview screenings, focus groups, comparative trends, star/director box Preview screenings, focus groups, comparative trends, star/director box

office takings.office takings.

• QuestionsQuestions• There are some films that need little or no market research. Which ones There are some films that need little or no market research. Which ones

and why?and why?• Most magazines are targeted according to what?Most magazines are targeted according to what?

• What Audience Research Methods have you used What Audience Research Methods have you used in AS and A2 c/w?in AS and A2 c/w?

• QuestionnairesQuestionnaires• InterviewsInterviews• Focus group?Focus group?• Preview screenings?Preview screenings?

Data AnalysisData Analysis• What are the two forms of data outcomes?What are the two forms of data outcomes?• QualitativeQualitative• QuantitativeQuantitative

• What are the two types of data research What are the two types of data research methods?methods?

• PrimaryPrimary• SecondarySecondary

The DemographicThe Demographic• The audience is all about the industry targeting The audience is all about the industry targeting

an audience or demographic.an audience or demographic.

• What is a demographic?What is a demographic?• What are demographic determinants?What are demographic determinants?

– AgeAge– GenderGender– EthnicityEthnicity– RegionRegion– ReligionReligion– SexualitySexuality– ClassClass

Categorising audiencesCategorising audiencesSocio- Economic DemographicsSocio- Economic Demographics

• What’s your demographic?What’s your demographic?• What does socio-economic class mean? What does socio-economic class mean? • Can you define it? Can you define it? • What social class are you?What social class are you?

Social- economic demographicsSocial- economic demographics

• Traditionally the way of measuring social class was Traditionally the way of measuring social class was according to the job of the main ‘breadwinner’. The according to the job of the main ‘breadwinner’. The classifications are as followsclassifications are as follows::

• A: high ranking professionals; lawyers, doctors etc.A: high ranking professionals; lawyers, doctors etc.• B: middle ranking professionals; middle managers in B: middle ranking professionals; middle managers in

business, teachers etcbusiness, teachers etc• C1: ‘white collar’ off ice workers, clerks, semi and nurses C1: ‘white collar’ off ice workers, clerks, semi and nurses

etc.etc.• C2: ski l led manual workers; carpenters, electricians.C2: ski l led manual workers; carpenters, electricians.• D: semi and unskil led manual workers; drivers, labourers, D: semi and unskil led manual workers; drivers, labourers,

cleaners etc.cleaners etc.• E: people on state benefits, the unemployed, pensioners E: people on state benefits, the unemployed, pensioners

etcetc

Problems?Problems?• What are the problems with this classification What are the problems with this classification

system?system?

• Doesn’t tell us how much money people earn. e.g.: a carpenter might earn Doesn’t tell us how much money people earn. e.g.: a carpenter might earn more than a teacher.more than a teacher.

• Doesn’t tell us how much money each household is spending.Doesn’t tell us how much money each household is spending.• As far relating these classifications to a product it only relates to the main As far relating these classifications to a product it only relates to the main

household ‘breadwinner’. What about products aimed at young people household ‘breadwinner’. What about products aimed at young people who don’t earn?who don’t earn?

• Some media producers ignore the social class system and base their Some media producers ignore the social class system and base their market research on psychographics.market research on psychographics.

• Task: which one of the socio economic groups Task: which one of the socio economic groups would.would.

• A) your music magazine f it into.A) your music magazine f it into.• B) your f i lm promotional campaign f i t into.B) your f i lm promotional campaign f i t into.

• Explain the reasons for your selection in two Explain the reasons for your selection in two paragraphs.paragraphs.

PsychographicsPsychographics• What are psychographics?What are psychographics?

• This is market research based on dividing people into types based This is market research based on dividing people into types based on their personalities/psyches. Some examples of these are:on their personalities/psyches. Some examples of these are:

• MainstreamersMainstreamers : people who go with flow and don’t stand out.: people who go with flow and don’t stand out.• AspirersAspirers : They desire more money or a different life and will often : They desire more money or a different life and will often

buy flashy products as status symbols.buy flashy products as status symbols.• SuceedersSuceeders : they have money and the life but don’t need to show it : they have money and the life but don’t need to show it

off.off.• IndividualistsIndividualists : they want to show the world they are different.: they want to show the world they are different.• Carers:Carers: They want to save the world. They want to save the world.

• Which one are you?Which one are you?

• Task: attempt to place your f i lm promotional Task: attempt to place your f i lm promotional campaign within one of these psychographics.campaign within one of these psychographics.

Consumer ProfilingConsumer Profiling• Consumer profiling is what businesses do when Consumer profiling is what businesses do when

targeting a new product to a prospective audience.targeting a new product to a prospective audience.

• It is the process of linking your new product to other It is the process of linking your new product to other media products that your target audience might media products that your target audience might consume.consume.

• This is also known as This is also known as SYNERGISING.SYNERGISING.

• Task: what other media products might Task: what other media products might your target audience be consuming?your target audience be consuming?

Audience address theoryAudience address theory• Stuart Hall ’s 3 theories of how media audiences Stuart Hall ’s 3 theories of how media audiences

‘receive and understand’‘receive and understand’ texts: texts:

• Preferred readings:Preferred readings: when the audience can relate and when the audience can relate and empathise directly with the media text. e.g: a Yorkshire born empathise directly with the media text. e.g: a Yorkshire born Muslim woman watching Muslim woman watching ‘Yasmin’.‘Yasmin’.

• Negotiated readingsNegotiated readings : when the audience do not directly : when the audience do not directly relate to the media text and have to place themselves into the relate to the media text and have to place themselves into the ‘world of the text’. e.g: anyone who is not a Muslim woman ‘world of the text’. e.g: anyone who is not a Muslim woman watching ‘watching ‘Yasmin’Yasmin’ but can relate to some of the themes and but can relate to some of the themes and characters.characters.

• Opposit ional readingsOpposit ional readings : when the audience and their life : when the audience and their life experiences have no relationship with the text and are actually experiences have no relationship with the text and are actually resistant to it. This can often lead to an oppositional reading resistant to it. This can often lead to an oppositional reading e.g: a racist BNP member watching e.g: a racist BNP member watching ‘Yasmin’‘Yasmin’ and viewing it as and viewing it as an anti –British promotion of terrorism and multiculturalism.an anti –British promotion of terrorism and multiculturalism.

Audience effects theories Audience effects theories Uses and Gratif ications- (Blumler and Uses and Gratif ications- (Blumler and Katz) Katz)

• Lots of theories on the media and audience effects, Lots of theories on the media and audience effects, many of which stem from psychoanalysis:many of which stem from psychoanalysis:

• Blumler and Katz’s Blumler and Katz’s concept that audiences use the media concept that audiences use the media activelyactively to satisfy certain basic psychological needs. The to satisfy certain basic psychological needs. The intended message is directly received and wholly accepted by intended message is directly received and wholly accepted by the receiverthe receiver

• Often audiences will watch or read something to suit their Often audiences will watch or read something to suit their moods. For example watching glossy America dramas like moods. For example watching glossy America dramas like ‘Glee’ for escapism.‘Glee’ for escapism.

• Task: think about your coursework tasks.Task: think about your coursework tasks. • Can you apply this audience effects theory?Can you apply this audience effects theory?

The Hypodermic needle- The Hypodermic needle- AdornoAdorno

• The Hypodermic needle- The Hypodermic needle- Adorno’s idea that Adorno’s idea that audiences are ‘injected’ audiences are ‘injected’ passively passively with a with a message. The bobo doll experiment.message. The bobo doll experiment.

• This theory has become popular when analysing This theory has become popular when analysing the impact of media violence on young people.the impact of media violence on young people.

• Task: think about your coursework tasks. Task: think about your coursework tasks. • Can you apply this audience effects theory?Can you apply this audience effects theory?

• Analyse how an audience Analyse how an audience ‘receive’ your A2 media product.‘receive’ your A2 media product.

• Consider:Consider:• The demographic and how they are The demographic and how they are

targeted/marketed (socio-economic, targeted/marketed (socio-economic, psychographic and consumer profiling).psychographic and consumer profiling).

• Hall’s reception theory.Hall’s reception theory.• The Effects theories.The Effects theories.

• Analyse one of your Analyse one of your coursework productions in coursework productions in relation to audience.relation to audience.