Audience

Aim:  Recognise the significance of audience in the construction of media texts.

 

Know:

• a range of audience segmentation models.

• How to construct an audience survey.
• Organisations which survey audience consumption patterns
  Do:

• Define audience
• Analyse how media texts are constructed to suit an audience needs
• Record audience segmentation models.
• Create an audience survey on music consumption patterns.
  Show:

• Evidence of completion of the survey.
• Evidence of analysis of commercial versus public service broadcasting using RAJAR statistics.
   Improve:
   Review student understanding of (LIAR)
  The media framework.
• Know significance of audience .
   
   
  Understanding audience is an important aspect of media studies.  Every media product has a target audience.  You will create an audience research survey linked to radio consumption.   To do this you will apply the socio-economic model (GEARS) to devise a ten question survey.   your task is to find out how different social groups listen to the radio and for how long.   You will determine what proportion of the audience listen to an agreed list of radio stations which you think might be targeted to younger and older listeners.   You must as part of the survey include Radio 1.    Whilst two separate groups will devise the questionnaire you will combine the best questions as one group questionnaire.   You will present the questions into survey monkey and then try to survey at least one hundred contacts..  (as a class).   This will mean that you will need to circulate the questions to friends and family.
  It is important that you have collated the survey before Thursday’s lesson as you need to analyse the data on that day.
  As part of this assessment you are expected to ask a broad range of people based on the audience segmentation model GEARS.  This is required so that you can determine how different audiences have different consumption habits you will apply Gears.  GEARS is an acronym which stands for
  Gender
  Ethnicity
  Age
  Region
  Socio economic
   
  Before launching the survey: 
  Check that it is ok with your tutor
  Task set up a blog post called audiences
  Add the day task and the meaning of GEARS.
  Working in teams devise your questionnaire  

Cross-Cultural Consumer Characterisation model

A more useful audience segmentation model than the traditional ABC1 categorization.

It acknowledges the global nature of media audiences

Divides audiences into 7 types of consumer

4 main categories are (MARS)

MAINSTREAMERS, ASPIRERS, REFORMERS, SUCCEEDERS

The other categories to be added to this are (ERS) EXPLORER RESIGNED  STRUGGLER

It takes the following as consumer motivations: SECURITY, CONTROL, STATUS, INDIVIDUALITY, FREEDOM, SURVIVAL and ESCAPE

Clear links with Maslow

kellogs- The mainstream

Louis Vuitton- The succeeder

Apple- The aspirer

Ethnic Brands- The reformer

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