Audience & Media

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Media Studies A-Level- Key concepts
An overview of the main aspects of Audience

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Audience & Media

  1. 1. Key Concepts - Audience L.O learn concepts and terminology connected with Media Audiences Starter: Why is it appropriate to talk about media audiences rather than audience? VERULAM MEDIA STUDIES Learn about Maslow’s Hierarchy of needs Learn about different audience reception models Hypodermic needle
  2. 2. Audiences can be defined by their “GEARS”
  3. 3. MASLOW’S HIERARCHY OF NEEDS
  4. 4. VERULAM MEDIA STUDIES Watch VW The force http://www.youtube.com/watch?v=R55e-uHQna0 2012 TV / cinema Ad made by the agency Deutsch This is a perfect example of Target audience? Use GEARS/MARS How does it appeal to audience? Greed? Flattery? Envy? Is there a link to Maslow’s Hierarchy of Needs?
  5. 5. Hypodermic Needle Model Uses & Gratifications Model Audiences are passive Easily led, influenced & manipulated Gullible, sheep-like fashion-followers Media consumption influences the attitudes and behaviour of audiences Sometimes called ‘magic bullet’ theory Linked to propaganda & advertising Behaviourist models of human behaviour Audiences are active in choosing media for their own ‘gratifications’ (pleasure) Links to Maslow’s Hierarchy of Needs Developed by Blumler & Katz Main reasons for using media: Personal Identity – to define who we are (sometimes called self-surveillance) Information Entertainment – includes escape, distraction Social Interaction – to help us socialise with like-minded people
  6. 6. AS Level Watch 3 adverts and analyse which of Maslow’s needs is most relevant. There may be more than one A2 Can Maslow’s Hierarchy of needs be applied to areas of media other than advertising? Pros and cons of the Model How does Maslow’s Hierarchy relate to the Uses and Gratifications Model of Media reception. Case study: How would Maslow’s ideas fit into TV comedy such as ‘Outnumbered’?
  7. 7. The traditional segmentation model
  8. 8. (Young & Rubicam’s 4Cs model) cross cultural consumer characterization model
  9. 9. Young & Rubicam 4 Cs model 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
  10. 10. Click here for more info on Maslow, 4Cs and audience segmentation AS – use the BA’ To Fly to Serve’ TV advert and work out which of the 7 4Cs audience categories is being targeted A2 Use 4C’s to do an audience segmentation analysis of two contrasting ads e.g. Skoda Fabia ‘Full of Lovely Stuff and the later Skoda Fabia ‘mean green’ What are the advantages of the Young and Rubicam 4C model? Outline some of the disadvantages.
  11. 11. Other audience segmentation models Can you make up any of your own?
  12. 12. Market research companies often come up with other ways of segmenting audience/ consumers
  13. 13. Another Lifestyle type model for audience demographics

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