audience & media
DESCRIPTION
Media Studies A-Level- Key concepts An overview of the main aspects of AudienceTRANSCRIPT
Key Concepts - Audience
L.O learn concepts and terminology connected with Media Audiences
Starter: Why is it appropriate to talk about media audiences rather than audience?
VERULAM MEDIA STUDIES
Learn about Maslow’s Hierarchy of needs
Learn about different audience reception models
G EA R S
MARS
U & G Hypodermic needle
Audiences can be defined by their “GEARS”
GenderEthnicityAgeRegion, Nationality
Socio-economic group
MASLOW’S HIERARCHY OF NEEDS
VERULAM MEDIA STUDIES
Watch VW The force http://www.youtube.com/watch?v=R55e-uHQna0 2012 TV / cinema Ad made by the agency Deutsch
This is a perfect example of
INTERTEXTUALITY
Target audience? Use GEARS/MARS
How does it appeal to audience? Greed? Flattery? Envy?
Is there a link to Maslow’s Hierarchy of Needs?
Hypodermic Needle Model Uses & Gratifications Model
Audiences are passiveEasily led, influenced & manipulated
Gullible, sheep-like fashion-followers
Media consumption influences the attitudes and behaviour of audiences
Sometimes called ‘magic bullet’ theoryLinked to propaganda & advertising
Behaviourist models of human behaviour
PIES
Audiences are active in choosing media for their own ‘gratifications’ (pleasure)
Links to Maslow’s Hierarchy of Needs
Developed by Blumler & Katz
Main reasons for using media:
Personal Identity – to define who we are(sometimes called self-surveillance) InformationEntertainment – includes escape, distractionSocial Interaction – to help us socialise with like-minded people
AS LevelWatch 3 adverts and analyse which of Maslow’s needs is most relevant. There may be more than one
A2 Can Maslow’s Hierarchy of needs be applied to areas of media other than advertising?
Pros and cons of the Model
How does Maslow’s Hierarchy relate to the Uses and Gratifications Model of Media reception.
Case study: How would Maslow’s ideas fit into TV comedy such as ‘Outnumbered’?
The traditional segmentation model
(Young & Rubicam’s 4Cs model) cross cultural consumer characterization model
Young & Rubicam 4 Cs model Cross-Cultural Consumer Characterisation model
A more useful audience segmentation model than the traditional ABC1 categorization.
It acknowledges the global nature of media audiences
Divides audiences into 7 types of consumer
4 main categories are (MARS)MAINSTREAMERS, ASPIRERS, REFORMERS, SUCCEEDERS
The other categories to be added to this are (ERS) EXPLORER RESIGNED STRUGGLER
It takes the following as consumer motivations: SECURITY, CONTROL, STATUS, INDIVIDUALITY, FREEDOM, SURVIVAL and ESCAPE
Clear links with Maslow
Click here for more info on Maslow, 4Cs and audience segmentation
AS – use the BA’ To Fly to Serve’ TV advert and work out which of the 7 4Cs audience categories is being targeted
A2 Use 4C’s to do an audience segmentation analysis of two contrasting ads e.g. Skoda Fabia ‘Full of Lovely Stuff and the later Skoda Fabia ‘mean green’
What are the advantages of the Young and Rubicam 4C model?Outline some of the disadvantages.
Other audience segmentation models
Can you make up any of your own?
Market research companies often come up with other ways of segmenting audience/ consumers
Another Lifestyle type model for audience demographics