DEMOGRAPHICS AND PSYCHOGRAPHICS

 

 

Identify demographic and psychographic target audiences for your product. Apply Blumler and Katz’s theory and explain why audiences might access your product. Screen shot an existing magazine page to explain your decisions.

 

 DEMOGRAPHICS.

  • Category A(Upper middle class – bankers, doctors);
  • Category B(Middle class –  teachers, middle managers);
  • Category C1(Lower middle class – office supervisors, nurses);
  • Category C2(Skilled working class – tradespeople);
  • Category D(working class – unskilled manual labour);
  • Category E(People at the lowest level of income – unemployed, students, pensioners)
 PSYCHOGRAPHICS.(More suitable for advertising)

Adverts are more likely to be identified using psychographics rather than demographics, for example…

Aspirers: people who want to appear rich and attractive. ‘People who aspire to be…’

Reformers: people who want social change, are unimpressed by status and make decisions based on their         values (e.g. environmentalists)

Explorers:  adventurous people who like talking risks

Mainstreamers: people who follow the crowd

Strugglers: people who find it hard to achieve (often connected with poverty)

 IDEOLOGY (SHARED VALUES AND BELIEFS).Also consider audiences’ values (e.g. concern for the environment) and ideologies (e.g. a predominant left or right wing stance, a distrust of the youth or sexism), which they may share with the text.

 BLUMLER AND KATZ ‘USES AND GRATIFICATIONS’ (1974).


According to Blumler and Katz, these are the reasons why people consume media texts.  Media producers may design their texts to appeal to these needs and desires.

 

INFORMATION Finding out about events, seeking advice, learning, satisfying curiosity/interest, security through knowledge.
PERSONAL IDENTITY Reinforcing personal values, finding models of behaviour (role models), identifying with people in the media, gaining insight into self.
SOCIAL INTERACTION Finding a basis for conversation, identifying with others, gaining a sense of belonging, having a substitute for real-life companionship, gaining insight into the circumstances of others, helping to carry out social roles, enabling one to connect with family, friends and society.
ENTERTAINMENT Escaping, being diverted from problems, relaxing, getting cultural enjoyment, filling time, emotional release, sexual arousal.EXAMPLE:

The target audience would be predominantly male and aged between 17-40. The cover lines relate to stories which might interest this audience. The audience would typically be heterosexual- we know this as the front cover informs us that they have an interview with Megan Fox. They are trying to appeal to an audience who are interested in beautiful women.

 

 

 

 

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