This document discusses audience theory research, including demographics, psychographics, and uses and gratification theory as they relate to targeting an audience for a movie. It analyzes the classes that make up different demographics, including upper middle class, middle class, and working class. It describes psychographic personality types like aspirers, reformers, explorers, and mainstreamers that could be targeted. It outlines the four reasons media is used for gratification: information, personal identity, social interaction, and diversion. The document concludes that the movie will target explorers and use diversion and fast-paced action scenes to provide an escape for the audience.

1. Audience Theory Research

2. DEMOGRAPHICS
Is the statical information on a audience such as age, location and gender. Typically class and
employment are an important consideration the classes are:
Upper middle class – bankers, doctors
Middle class – teachers, middle managers
Lower middle class – office supervisors, nurses
Skilled working class – tradespeople
working class – unskilled manual labor
People at the lowest level of income – unemployed, students, pensioners
The class I chose for my movie is middle class

3. PSYCHOGRAPHICS
Psychographic is the personality of the audience
Aspires: people who want to appear rich and attractive.
Reformers: people who want social change, are unimpressed by status and make decisions based on
their values (e.g. environmentalists)
Explorers: adventurous people who like talking risks
Main streamers: people who follow the crowd
Stragglers: people who find it hard to achieve (often connected with poverty)
My movie targets an explorer's type of audience

4. Uses gratification theory
This theory is how people uses media for gratification. The four reasons are
INFORMATION, PERSONAL IDENTITY, SOCIAL INTERACTION and diversion

5. INFORMATION
Finding out about events, seeking advice, learning, satisfying curiosity/interest,
security through knowledge. For example BBC news

6. PERSONAL IDENTITY
Reinforcing personal values, finding models of behavior , identifying with people in
the media, gaining insight into self. For example adult male, mainly fathers could
watch the walking dead and identify themselves with Rick Grimes. Although they
can't relate to the zombie setting but they can relate to how he protects his family

7. SOCIAL INTERACTION
Finding a basis for conversation, identifying with others, gaining a sense of
belonging, having a substitute for real-life companionship, gaining insight into the
circumstances of others, helping to carry out social roles, enabling one to connect
with family, friends and society. For example snapchat

8. Diversion
Escaping, being diverted from problems, relaxing, getting cultural enjoyment, filling time, emotional
release, sexual arousal. For example Brave because of its action and the paste of the shots this makes
me escape everything for an hour.

9. My movie
For my movie I want to use the diversion to gratify my audience. The genre i want
to use is action to make my audience to use my movie as an escape of their lives, I
will include car chase and fast paced editing.