1. LO:LO: to understand how audienceto understand how audience
research methods andresearch methods and
audience theory can be appliedaudience theory can be applied
to AS and A2 coursework.to AS and A2 coursework.

2. Audience Profiles and research methodsAudience Profiles and research methods
• Before a film or magazine is released it has to beBefore a film or magazine is released it has to be
market researched to its target demographic by themarket 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 boxPreview 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 onesThere 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 usedWhat Audience Research Methods have you used
in AS and A2 c/w?in AS and A2 c/w?
• QuestionnairesQuestionnaires
• InterviewsInterviews
• Focus group?Focus group?

3. 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 researchWhat are the two types of data research
methods?methods?
• PrimaryPrimary
• SecondarySecondary

4. The DemographicThe Demographic
• The audience is all about the industry targetingThe 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

5. Categorising audiencesCategorising audiences
Socio- 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?

6. Social- economic demographicsSocial- economic demographics
• Traditionally the way of measuring social class wasTraditionally the way of measuring social class was
according to the job of the main ‘breadwinner’. Theaccording 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 inB: middle ranking professionals; middle managers in
business, teachers etcbusiness, teachers etc
• C1: ‘white collar’ office workers, clerks, semi and nursesC1: ‘white collar’ office workers, clerks, semi and nurses
etc.etc.
• C2: skilled manual workers; carpenters, electricians.C2: skilled manual workers; carpenters, electricians.
• D: semi and unskilled manual workers; drivers, labourers,D: semi and unskilled manual workers; drivers, labourers,
cleaners etc.cleaners etc.
• E: people on state benefits, the unemployed, pensionersE: people on state benefits, the unemployed, pensioners
etcetc

7. Problems?Problems?
• What are the problems with this classificationWhat are the problems with this classification
system?system?
• Doesn’t tell us how much money people earn. e.g.: a carpenter might earnDoesn’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 mainAs far relating these classifications to a product it only relates to the main
household ‘breadwinner’. What about products aimed at young peoplehousehold ‘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 theirSome 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 groupsTask: which one of the socio economic groups
would.would.
• A) your music magazine fit into.A) your music magazine fit into.
• B) your film promotional campaign fit into.B) your film promotional campaign fit into.

8. PsychographicsPsychographics
• What are psychographics?What are psychographics?
• This is market research based on dividing people into types basedThis 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 film promotionalTask: attempt to place your film promotional
campaign within one of these psychographics.campaign within one of these psychographics.

9. Consumer ProfilingConsumer Profiling
• Consumer profiling is what businesses do whenConsumer 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 otherIt is the process of linking your new product to other
media products that your target audience mightmedia products that your target audience might
consume.consume.
• This is also known asThis is also known as SYNERGISING.SYNERGISING.
• Task: what other media products mightTask: what other media products might
your target audience be consuming?your target audience be consuming?

10. Audience address theoryAudience address theory
• Stuart Hall’s 3 theories of how media audiencesStuart 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 andwhen the audience can relate and
empathise directly with the media text. e.g: a Yorkshire bornempathise directly with the media text. e.g: a Yorkshire born
Muslim woman watchingMuslim 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 therelate 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 andbut can relate to some of the themes and
characters.characters.
• Oppositional readingsOppositional readings : when the audience and their life: when the audience and their life
experiences have no relationship with the text and are actuallyexperiences have no relationship with the text and are actually
resistant to it. This can often lead to an oppositional readingresistant to it. This can often lead to an oppositional reading
e.g: a racist BNP member watchinge.g: a racist BNP member watching ‘Yasmin’‘Yasmin’ and viewing it asand viewing it as

11. Audience effects theoriesAudience effects theories
Uses and Gratifications- (Blumler andUses and Gratifications- (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’sBlumler and Katz’s concept that audiences use the mediaconcept that audiences use the media
activelyactively to satisfy certain basic psychological needs. Theto satisfy certain basic psychological needs. The
intended message is directly received and wholly accepted byintended message is directly received and wholly accepted by
the receiverthe receiver
• Often audiences will watch or read something to suit theirOften audiences will watch or read something to suit their
moods. For example watching glossy America dramas likemoods. 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?

12. The Hypodermic needle-The Hypodermic needle-
AdornoAdorno
• The Hypodermic needle-The Hypodermic needle- Adorno’s idea thatAdorno’s idea that
audiences are ‘injected’audiences are ‘injected’ passivelypassively with awith a
message. The bobo doll experiment.message. The bobo doll experiment.
• This theory has become popular when analysingThis 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?

13. • Analyse how an audienceAnalyse how an audience
‘receive’ your A2 media product.‘receive’ your A2 media product.
• Consider:Consider:
• The demographic and how they areThe 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.

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