1. MediaAudiences
Consume
Another way of saying how an audience uses a media product
Demographic profiling
Dividing people into groups in order to target advertising towards them more effectively
Psychographic profiling
Categorising people based on personality, values, opinions attitudes and lifestyles.
Silver Surfer
An older person who is computer literate and uses the internet to purchase goods and find out
information.
Young and Rubicam
A New York advertising agency who developed a method of categorising people into
recognisable stereotypes
Self Identification
How you see yourself and how you may categorise yourself as belonging to a particular group
or class.
Target Audience
The specific group at who the product is aimed
Niche audience
A relatively small audience with specialised interests, tastes and backgrounds
Media/press Pack
Put together by the owners of products, for example magazines and newspapers, and intended
to give information about advertisers
YouGov
Conducts research on the internet about politics, public affairs, products, brands and other
topics of general interest. Data is then given to media industry and is used to broaden their
understanding of markets.
Broadsheet
A larger newspaper that publishes more serious news
Active audience
An audience who responds to and interprets the media products in different ways
Passive audience
An audience that does not engage actively with the audience
Desensitization
A psychological process, which suggests that audiences who are regularly exposed to acts of
violence through films and video games are increasingly less likely to feel empathy or concern
when, exposed to violence, bad language or other forms of aggressive behavior
Cultural competences
Within a media context this concept suggests that the cultural competence of an audience is
the share knowledge, related to their cultural understanding, of that audience which means
that they will take particular pleasure from a media product
Hypodermic syringe model
Now largely views as an outdated effects theory that suggests that audiences are a mass that
behaves in the dame way in response to a media product.
Participatory Culture
A culture where individuals are not only the consumers of media products but also contribute
to existing products to produce their own
Event television
Describes programmes such as, for example, the final of the GBBO that attract a large live
audience
Prosumer
Derives from a marketing term production by consumers and is used to describe individuals
who comment on, create and adapt existing content and then distribute it using the internet
and social media.
