Audience research.

1. Audience Theory
Research-
Demographics and
Psychographic.

2. Demographic:
Demographic means the information that is used by
media markets to classify an audiences age, gender,
race and multiple other categories. These
demographics are separated into particular bands
and people are categorised into different bands
depending on their jobs or status.

3. The Different Bands people can be categorized in:
A Higher management, bankers, lawyers, doctors and other professionals.
B Middle management, teachers, creative and media people e.g. graphic designers.
C1 Office supervisors, junior management, nurses, specialist’s clerical staff- white collar
workers.
C2 Skilled manual workers, plumbers, builders- blue collar workers.
D Semi-skilled and unskilled manual workers.
E Unemployed, students, pensioners, casual workers.

4. Psychographics
The different psychographics are divided into
different groups which is based on social class,
lifestyle and personality characteristics. Individuals
base psychographics on assumptions that different
types of products or brands people purchase tend to
reflect that individuals characteristics and patterns of
living.

5. Psychographics categories
Mainstreamers Seek Security. Tend to be domestic, conformists, conventional, sentimental- favour value
for money family brand. The largest groups.
Aspirers Seek Status. Materialistic, acquisitive, orientated to image and appearance, persona and
fashion. Typically younger people.
Succeeders Seek control. Strong goals, confidence, work ethic and organisation. Typically higher
management and professionals.
Resigned Seeks survival. Rigid and authoritarian values. Interested in past and tradition. Typically
older people.
Explorers Seeks discovery. Energy, individualism and experience. Values difference and adventure.
Typically a younger demographic.(students)
Strugglers Seeks escape. Alienated and disorganised. Few resources beyond physical skills. Buys
alcohol, junk food, lottery tickets. Typically lower demographic.
Reformers Seeks enlightenment. Freedom of restrictions and personal growth. Social awareness and
independent judgement. Anti- materialistic but aware of good taste.

6. Applying these theories to gangster
films
I think films with a gangster genre/ theme will be aimed at women and men from
the ages of 15+ and could be aimed towards any of the bands from the
demographic and psychographic categories as most gangster films tend to try and
cover a wide demographic so get more audience into the cinema. However I think it
would be aimed more towards men as they would watch gangster movies more
because they tend to enjoy the narrative, action and violence within the film more
as they have more of an interest towards films that contain action and violence.
However not all gangster films apply to everyone because not everyone may enjoy
watching a movie with such aesthetics because they don’t see it as interesting .
Furthermore not all the people from the different demographic bands may enjoy or
even understand a gangster movie. This is also the same with the psychographic
bands as people from the different bands may not find gangster films appealing for
example mainstreamers may not find gangster films enjoyable as they don’t posses
characteristics in their personality that would find a gangster film interesting. Also
as they are more family oriented they may enjoy more family friendly films without
violence or action such as Disney movies.