Target Audience Target Audience isn't just based on age, if we are able to identify the make-up of our audience, we are able to make sure that we are targeting them correctly through our use of image design technique. There are a number of theories used to make sure that we are aiming at the right target audience. Below are theories used to construct an audience. Graeme Burtons theory involves him identifying his audience by Social Grouping and Media Grouping. Hartley expands Burtons idea of social grouping, he identifies 7 subjectives: Self, Gender, Age Grouping, Family, Class, Nation and Ethnicity. Fiske adds a further 5 factors to be considered when trying to identify your target audience: Education, Religion, Political Allegiance, Region and Urban vs. Rural.
Burtons Theory: As a group we will look into finding our specific target audience, to do this we will take into consideration Burtons theories which where then expanded by Hartley and Fiske. One of Burtons theory is to socially group people, this would include age, gender, place in society etc… Another option of his is to split them into Media Groups, this includes their relationship with the media i.e., internet, film, music and so on. Exploring the Groups: Hartley and Fiske broke down Burtons theories by categorizing them into more specific groups for example, Self, Gender, Family, Class, Ethnicity, Religion, Education and Urban vs. Rural, these are a few of the groups we could look further into so we can narrow down a more accurate target audience. Graeme Burton Theories.
Social Classification Status’: The social status of an audience can effect the motives you want to offer. Most of the society falls into C,D and E. A: higher managerial and professional. B: middle managerial and professional. C1: supervisory, junior management and professional. C2: skilled manual worker. D: semi skilled and unskilled manual workers. E: pensioners, lower grade workers and unemployed. By looking at the social classification status we know most of the society is around the C,D and E category knowing this we will make sure that our motives aren't to high and that it can appeal to everyone.
Richard Dyers Utopian Solutions Theory. This solution gives people a choice of compensation for the inadequacies in their own lives. An example of this solution being put to use would be if we tried to an Anti-Smoking campaign into this: there would be clear motives that we could offer based on the Dyers Solution, e.g. gain money, understand the facts, gain energy, join a quite club. Community Energy Clarity Abundance Solution Isolation Exhaustion Confusion Poverty Inadequacy
Abraham Maslow Abraham’s theory says that we all have 8 basic needs, therefore if you include these you will have a greater chance of success. The top four needs are: Biological- our need to survive i.e. air, water, reproduction. Safety- Offering assurance of safety, to health, psychologically. Affiliation- the need to belong to a group. Esteem- our need to feel good about ourselves. We can offer our audience, Affiliation; the fact they are listening to this style of music tells them they are in the R’n’B genre group, health and our need to feel good about ourselves will also be included within the video as most R’n’B songs show a fit, sexually attractive singer.
Blumler and Katz Uses and Gratifications Theory Their theory tells us that the audience makes active choices over what they read/view/listen to etc… They said that the audience is more likely to consume the media if it meets some of these needs: Inform and Educate Identify Entertain Social Interaction Escape