2. Demographic Categories
• What groups are these categories broken up
into?
– Gender Identity
– Age
– Race
– Sexuality
– Education
– Occupation
– Income
– Social Economic Background
3. Demographic Categories
• Gender Identity
https://www.bigtalkeducation.co.uk/rse-information-and-support-for-schools/sex-gender/
https://www.healthline.com/health/different-genders
• Age
– Children 0-14
– Teenagers 15-24
– Adults 25-44
– Middle Aged 45-64
– Old 65+
• Race
– Ethnicity/Country of origin/Cultural Background
• Sexuality
https://www.healthline.com/health/different-types-of-sexuality
• Education
– What level of education you have achieved (college, university, post-graduate etc)
• Occupation
– What job you have
• Income
– How much money you make
• Social Economic Background
– What social class you/your family are (upper class, middle class, working class)
– ABC1 or C2DE
4. NRS Social Grades
• The NRS social grades were developed by the
National Readership Survey to classify magazine and
newspaper readers.
• Now they are used by many other organisations and
have become a standard for market research.
• NRS Social grades are a way in which people
are grouped depending upon their jobs or the
jobs of their parents.
5. NRS Social Grades Table
Grade Social class Chief Income Earner's Occupation (% of Pop. 2008)
A upper middle class
Higher managerial, administrative or professional.
(4%)
B middle class
Intermediate managerial, administrative or
professional (23%)
C1 lower middle class
Supervisory or clerical and junior managerial,
administrative or professional (29%)
C2 skilled working class Skilled manual workers (21%)
D working class Semi and unskilled manual workers (15%)
E
Those at the lowest levels of
subsistence
Casual or lowest grade workers, pensioners and
others who depend on the welfare state for their
income (8%)
6. Types of Audience
• Primary Audiences
– The planned, main target audience for a media
product
– Sometimes referred to as key demographic
• Secondary Audiences
– A different audience who interacts with a media
product who is not the main audience
7. Types of Audience
• Primary and Secondary Audiences example
• Primary audience – Girls aged 6 – 11
• Secondary audience – Men aged 18 - 35
8. Task
• Complete three examples in your pro-forma discussing who the primary
and secondary audience is and how the content would appeal to them.
• If you haven't seen the film, make a guess from the poster
• When considering the secondary audience, think about who would go
along with the primary audience to the cinema
9. Consumption Theory
• The Hypodermic Needle Model
– Where an audience immediately believes and
accepts what it is told by the media
10. Consumption Theory
• The Hypodermic Needle Model
– The 1938 radio broadcast of War
of the Worlds had a section of the
show set as a news show
reporting on an alien invasion.
– This caused the American
audiences to panic believing the
invasion to be real
11. Consumption Theory
• The Hypodermic Needle Model
– Allows us to reflect upon the media’s influence
upon the public, forming collective opinion and
belief
– Suggests the audience will just accept what is
presented to us in the media. Instead, we are
more likely to make rational judgements based on
our own experiences.
12. Task
• Provide a definition and example of what the
Hypodermic Needle model is and how it
works.
13. Consumption Theory
• The Uses and Gratifications Model
– This theory discusses the ways in which audiences
interact with the media to help understand why
we use it.
– This has been separated into 4 main categories
• Information
• Personal Identity
• Integration and Social Interaction
• Entertainment
14. Consumption Theory
• The Uses and Gratifications Model
• Using the information below choose one example from each section and
relate to your own life
• Example- Information > I use the BBC news website to find out
information
Information
- Finding
information/news
- Seeking advice or
help with decision
making
- Satisfy curiosity
- To learn
Personal Identity
- Reinforcing
personal values
- Developing
behavioural traits
- Identify with
valued other in the
media (aspiration
figure- real or
fictional)
Integration and
Social Interaction
- Identifying with
others
- Belonging
- Topic for social
interaction
- A substitute for
real-world
companionship...
Entertainment
- Escapism
- Relaxation
- Enjoyment
15. Consumption Theory
• The Uses and Gratifications Model
– Allows us to identify the needs in our lives that we
fill with media products
– Assumes audiences actively engage and seek out
the media to fulfil a need or desire
16. Uses and Gratification Task
• Using examples, discuss how you use the
media to fulfil each of the 4 uses and
gratifications
Information
- Finding
information/news
- Seeking advice or
help with decision
making
- Satisfy curiosity
- To learn
Personal Identity
- Reinforcing
personal values
- Developing
behavioural traits
- Identify with
valued other in the
media (aspiration
figure- real or
fictional)
Integration and
Social Interaction
- Identifying with
others
- Belonging
- Topic for social
interaction
- A substitute for
real-world
companionship...
Entertainment
- Escapism
- Relaxation
- Enjoyment
17. Consumer Generated Content
• The audience contributing and creating
content that will be used in a media product
• What would be an example of this?
18. Consumer Generated Content
• Examples
– YouTube
• Users create their own videos and
submit them to a YouTube to use to
generate money
– Instagram
• Users submit images, wavering their
ownership of images allowing Instagram
to use the images commercially
– Little Big Planet/Disney Infinity
• Users are given the tools and
encouraged to create content for the
game.
19. Consumer Generated Content
• What are the advantages to media producers?
• Why would the audience generate content?
