- Social and cultural experiences may affect how audience respond to a media text
- The relationship between media technologies and how audiences consume media products
- How audiences outside of the target aren't alienated
- Audience interaction
Audience Categories
Audiences can be defined through their demographic profile or psychological profile.Demographic Profiling
- Groups an audience from A to E due to their class, occupation and income. A and B being the most wealthy and influential members of society, it is assumed that they have the most disposable income.
- It helps to assume where advertisements should be placed as well as find the target audience.
Psychological Profiling
- Defines an audience by their values, attitudes and lifestyle .
- Young and Rubicam's Four Consumers, is an advertising agency which considers how cross-cultural consumer characteristic can group people into stereotypes. Such as Mainstreamers, Aspirer's, Explorers, Succeeder's and Reformers.
- Mainstreamers - make up around 40% of the population, they like security, tired and trusted branding. They are persuaded by value for money and are less likely to take risks.
- Aspirer's - want status and prefer brands that show their place in society. They are stylish, dynamic and may be persuaded by celebrity endorsement
- Explorers - like to discover new things, attracted to brands that offer new experiences and instant results.
- Suceeder's - already have status and control, prefer brands that are serious, reliable and believe they deserve best.
- Reformer's - defined by their self-esteem and fulfilment, may be more inclined to buy brands that are environmentally friendly or considered healthy.
- Technical and audio codes - the product may employ these to target an audience
- The language and mode of address - may target a specific audience and alienate another
- The construction - construction of a product and the audience within the product
- An audience may also be targeted through the ways in which the products are marketed and distributed
- The positioning of the audience - through camera shots, angles, music, and other audio codes, the language mode of address or through empathy with the characters
- Concerns the relationship between the product and the responses an audience may have
- Different audiences will decode the same product in different ways with different responses
- Technical codes employed by the product - camera shots and angles used to place the audience in a particular position
- Language and mode of address - an example is using conversational and colloquial language in vlogs to position the intended audience as part of the vloggers world
- Construction of the product - media products construct and idea of their audience or user
(Information gathered from AS/A2 OCR Media textbook)
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