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Tv drama audience demographics


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Media Studies, GCSE Media Studies, Media, AQA GCSE Media Studies, TV Drama, Television, Audience, Target Audience

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Tv drama audience demographics

  1. 1. LEARNING OUTCOME: • • To develop an understanding of the key concept of audience and geodemographics To develop analytical skills by identifying audiences for TV Drama Audience Demographics
  2. 2. Audiences are different and in media studies we Media are particularly interested in the target audience. This is the audience that media producers aim their product at. Media Institutions often put their audiences into categories depending upon their social, ethnic or economic backgrounds. This is called Demographics. They use this to work out how to best target their shows and products. Of course this is not an exact science but look at the following advert and think about how different demographic groups may respond to it.
  3. 3. Media producers have a profile of the group and individuals whom they see as their intended audience. A music magazine with young people will have a target audience of teenagers. Glee will have teenagers as the target audience. For any media text we ask who is the target audience for this text. Then we have to ask what sort of audience is the target audience? Is it a mass audience?
  4. 4. There are many different ways of categorising audiences. The Registrar General’s Social Scale A Upper Middle Class Higher managerial, administrative or professional (Doctors, Lawyers) B Middle Class Intermediate managerial, administrative or professional (Farmers, teachers) C1 Lower Middle Class Supervisory or clerical and junior managerial, administrative or professional (carpenters, nurses) C2 Skilled Working Class Skilled manual workers (electricians , plumbers) D Working Class Semi and unskilled manual workers (bus drivers, lorry drivers) E Those at the lowest levels of subsistence (porters, bar staff, general labourers) State pensioners or widows (no other earner), casual or lowest grade workers
  5. 5. Segmenting Audiences Psychographic Socio-economic Is an economic and sociological combined total measure of a person’s work experience. Is attributed to the following factors: • Personality • Values Main Factors • Attitudes • Income • Lifestyles • Occupation • Education • Interests Demographics This typically involves the following: • Age Bands • Social class bands • Gender
  6. 6. Modernised - Improved Version 1. Higher managerial and professional occupations 1.1 Employers and managers in larger organisations (e.g. company directors, senior company managers, senior civil servants, senior officers in police and armed forces.) 1.2 Higher professionals (e.g. doctors, lawyers, clergy, teachers and social workers.) 2. Lower Managerial and professional occupations (e.g. nurses and midwives, journalists, actors, musicians, prison officers, lower ranks of police and armed forces.) 3. Intermediate occupations (e.g. clerks, secretaries, driving instructors, telephone fitters.) 4. Small Employers and own account workers (e.g. publicans, farmers, taxi drivers, window cleaners, painters and decorators.) 5. Lower supervisory, craft and related occupations (e.g. printers, plumbers, television engineers, train drivers, butchers.) 6. Semi-routine occupations (e.g. shop assistants, hairdressers, bus drivers, cooks.) 7. Routine occupations (e.g. couriers, labourers, waiters and refuse collectors.) 8. Plus an eighth category to cover those who have never had paid work and the long term unemployed.
  7. 7. Demographics Demographics are the statistical characteristics of human populations, such as age and income, that are used by businesses and the media to identify markets for their goods and services. Demographics are used to identify who your customers are (now and in the future), where they live, and how likely they are to purchase the product you are selling. By studying your customers and potential customers through demographics, one can identify changing needs in the marketplace and media landscape and adjust to them.
  8. 8. Languages (other than English) Which of 19 languages spoken other than English? Next 6 months: Getting married Having a baby Retiring Moving job Moving home Buying a new car Spending £500 or more on home improvements Future Plans South-West South-East Greater London Wales Scotland North North-West Yorkshire and Humberside West Midlands East Midlands East Anglia Region Marital Status Owned outright Mortgage/loan Rented from Council Rented from someone else Tenure on Rent free/tied house Single Married/Living with partner Widowed Divorced/Separated 15-17 18-24 Home 25-34 Demographics Ownership of: Credit cards Banking accounts Investment products Stocks and shares Personal pensions Private healthcare Number of children Items owned Age 35-44 Employment Status 45-54 55-64 Financial 65+ Gender Income Net annual income after deductions - Informant's own income Income of Chief Income Earner in household. Ethnic Origin White Black – Caribbean Black – African Black – Other Indian Men Religion/ Culture Women Pakistani Bangladeshi Chinese Asian – other Other ethnic group Education and Qualifications
  9. 9. Demographics What is your own personal demographic? - Gender - Age - Occupation - Region - Ethnicity - Any other key aspects?
  10. 10. Psychographics Psychographics is looking at the way people see themselves and the kind of lifestyle they would like to have. It involves looking at where you think you are now and where you want to be in the future. Traditional, conservative, conformists; family orientated • Belongers: Young people searching for an identity, desiring to fit into adult world, • Emulators: discouraged from prospects but can be acquiring things and buy brand names • Emulator Achievers: Successful, enjoy peace and environment more important • Societally conscious achievers: Inner fulfilment, lovers of outdoors and fitness, than financial success; want personal like to experiment • Needs Directed: Survivors on incomes that only allow needs and not wants to be fulfilled; pensioners and those on unemployment benefits, for example Which one are YOU?
  11. 11. Demographics and psychographic profiles Profile a typical TV crime drama fan, and explain why you think a typical fan would be like this. • Demographics: gender; age/stage; occupation; region; ethnicity; any other key aspects? • Psychographics: Belongers, emulators, emulator achievers, societally conscious achievers, needs directed
  12. 12. Niche Marketing Breaking Bad Not all TV Crime dramas are aimed at exactly the same audience groups. Some are aimed more at younger people, some at older people, some are more gritty and disturbing, while others are more reassuring. Audience groups can overlap too. Sherlock Holmes CSI Miami
  13. 13. Matching the target audience to the programme Look at this IMDB list summarising the new TV Drama shows in 2013-14. Try to work out what kind of people (demographics and psychographics) might like each programme IMDB TV Drama List
  14. 14. Repetition and Variation All TV drama series have to have a certain thing to be a TV drama - they repeat key elements of the genre. For example a crime drama will include a crime solver, a criminal and a victim. But they also each need something new or different - a spin to make audiences want to watch them - some variation. Steve Neale in his work on genre theory, discussed how this tension between repetition of genre elements and variation (changing genre elements, adding new elements) is what keeps programmes fresh.
  15. 15. Genres and Sub Genres Within the main genre of crime dramas, there can be lots of different types of sub-genres. Crime Dramas Forensics e.g. CSI, The Body Farm Private detectives e.g. Sherlock Holmes, Poirot, Miss Marple Police procedural e.g. Prime Suspect, Law and Order
  16. 16. Genres and hybrids Within TV drama genres there can also be hybrids, where the programme is mixture of different genres. •For example Almost Human takes elements of Action Crime Drama and elements of Science Fiction and mixes these together. This makes Almost Human a hybrid genre programme.
  17. 17. Genres, sub-genres and hybrids •Watch this clip of Almost Human What typical crime drama elements does it have? What typical sci-fi elements does it have?
  18. 18. Key Words Socio-economic categorisation Pyschographic research Demographics Franchise Genre Marketing Scheduling Cloning/ Hammocking/ Clustering Intertextuality
  19. 19. Research Research and identify the three main ways of targeting and classifying target audiences. Describe in as much detail as possible the target audience of How I Met Your Mother. HOMEWORK