Audience Categorisation

1. EVIE LITTLEWOOD

2.  One way in which audiences are categorised within media is down to the
audiences’ income. If there isn’t an audience for a media text then essentially
the content wont be successful in meeting the audiences expectations. Text
producers will predict their audiences income eve before distribution, this will
be done so that producers are able to attract the correct audience.

A Upper class Managers, lawyers,
doctors
B Middle class Teachers, higher
managerial, graphic
designers
C1 Lower middle class Social workers, shop
manager, office manager
C2 Skilled working class Joiner, cook, nurse
D Lower working class Shop worker, waiter,
labourer
E Lowest level of income
earners
Unemployed, students,
state pensioners

3.  As concepts of class because more unknown and less fashionable,
distributors started to think about different ways that audiences can
be categorised. Young and Rubicams theory seems to apply to this
generation more accurately.
Mainstreamers These make up 40% of the
population. They like security
and enjoy belonging to a group.
Aspirers Want status and the esteem of
others. Like status symbols,
designer labels.
Succeeders People who have already got
status and control.
Reformers Define themselves by their self-
esteem and self fulfillment.

4.  The Life Matrix theory categorises audiences into ten different
categories, centered around values, attitudes, beliefs. This is one of
the most recent categorisations to audience grouping.
Priority parents Care about family values
Rugged traditionalists Have traditional male values
Home solider Mainly stays at home, also care
about family values
Tribe wired Creative, young singles
Renaissance women Active mothers
Free birds Active senior citizens
Settled elders Older, non-active citizens
Dynamic duos Couples with high aspirations
Struggling singles Singles with high aspirations for low
income
Fun/atico Fun-seeking young singles