Audience and Theorists.

AUDIENCE AND THEIR THEORIES

WAYS OF DESCRIBING AUDIENCES IN MEDIA STUDIES 

Socio-Economic group/scale - This is a way of describing an audience based on the kind of job they have. 

A - High managerial jobs earning top salaries e.g footballers

B - middle managerial jobs earning good salaries e.g teachers

C1 - junior managerial jobs or supervisory jobs earning average salaries e.g secretaries

C2 - skilled manual worker e.g mechanics

D - semi-skilled and unskilled manual worker e.g gardeners 

E - pensioners, students, the unemployed 

Demographic group - This is a way of describing an audience based on the factual information about them. It might include aspects such as:

.Age

.sexuality

.gender

.ability/disability

.class 

.relationship status

.ethnicity

.number of children

.nationality Lifestyle 

This is a way of describing an audience based on other aspects of their lives. it might include things such as: 

.Fashion/style

.personality

.behavior

.values

AUDIENCE THEORIES  

BLUMLER AND KATS USES AND GRATIFICATION THEORY - Suggests that audiences enjoy products which offer them opportunities to: 

.ESCAPE 

.BE ENTERTAINED 

.INTERACT WITH OTHERS 

.BE EDUCATED OR INFORMED 

.TO FORM A SENSE OF THEIR OWN IDENTITY

MASLOW'S HIERARCHY OF NEEDS THEORY - SUGGESTS THAT ALL HUMANS NEED THE FOLLOWING THINGS

PHYSICAL NEEDS e.g food, water, sleep.

SAFETY AND SECURITY NEEDS e.g safe, healthy.

LOVE AND BELONGING e.g a sense of belonging, community.

ESTEEM e.g self esteem, confidence, respect.

SELF ACTUALIZATION e.g creativity, independence, fulfillment.

YOUNG AND RUBICAM'S AUDIENCE 

TYPE THEORY - SUGGESTS THAT ALL AUDIENCES FALL INTO ONE OR ONE MORE OF THE 

FOLLOWING CATEGORIES:

THE EXPLORER - like a challenge, often the first to try out new ideas and experiences. 

THE ASPIRER - materialistic people, worry about what others think of them, superficial values, care about appearances.

THE SUCCEEDER - strong goal and know where they want to be. They often reach positions of responsibility in society. they seek out the best because they want the best and feel like they deserve it. they like being in control.

THE REFORMER - they pride themselves on tolerance and are often seen as being intellectual. they wont buy things just because they are new. They want enlightenment.

THE MAINSTREAM - they like being part of a big group and feeling as though they fit in. They respond to family brands and values for money they like security.

THE STRUGGLER - These people believe 'you only live once' and make few plans for tomorrow. They are often associated as wasters and losers. Their lives are apparently associated with alcohol and junk food and visual and physical impact and sensations are important in their brand choices. These people seek escape

THE RESIGNED - Mostly older people with in changing values that have built up over time, they respect institutions and enjoy traditions, safety, familiarity. Their aim in life is to simply survive.