Secondary Audience Research


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Secondary Audience Research

  1. 1. Secondary Audience Research Graham Burton suggested that an audience could be split into two groups; their social grouping and their media grouping. Media grouping relates to things such as the radio stations the target audience listen to and the newspapers they read, whereas, social grouping relates to things such as the age and gender of the audience. For our product, we have come to the conclusion that the social grouping of our audience would be mainly females, aged between 14 and 17, of any ethnicity. The media grouping of our target audience will be people who listen to radio stations such as Kerrang! and XFM and who read newspapers such as The Guardian.
  2. 2. Secondary Audience Research Hartley expanded on Burtons theory by adding seven factors. These factors were self, meaning aspirations that you may have, gender, age group, family, class, nation and ethnicity. A couple of these headings apply to our product; gender and age group. As this is a band made up of three boys, the main target audience will be females, however, some parts of the promotion will hint at the male audience as well. Also, the target audience and the featured band will be of a similar age, the band being slightly older, as many people believe that you can be influenced and look up to people who are both famous and slightly older than you.
  3. 3. Secondary Audience Research Fiske added a further 5 factors to this theory; education, religion, political allegiance, region and urban vs. rural. Although many of these factors would not apply to our product, we believe that the idea behind urban vs. rural may as this section is all about image and, in a way, fashion. As this band is within a music genre that has recently become very popular, the music video would be more likely to be successful if the band themselves are seen to be up to date with fashion and style etc.
  4. 4. Secondary Audience Research And lastly, Abraham Maslow believed that we all have the same eight basic needs to survive and, therefore, if your product targets these you will have more chance of success. For example, esteem, the need to feel good about yourself, can be received from reading a woman's gossip magazine as these feature images of celebrities looking at their worst. For our product, the need would be feeling the need to belong to a group, or affiliation, and the solution to this would be watching the music video or purchasing the album as this will give the person something to discuss with others, therefore meaning that they can feel like they belong.