1. Audience of
Is the Social Media Landscape
Hegemonic or Democratic?
Kaya Sumbland

2. Documentary
&
Ancillary

3. Whole Audience
TARGET AUDIENCE:
• 16 – 24 year olds
• Females
• Working Class
• British
• Interests in Internet/technology
SECONDARY AUDIENCE:
• 30 year olds
• Males & Females
• Middle Class
• Worldwide – cross cultures
• Interests in society, modernity,
technology

4. Target Audience
Its very difficult to distinguish one gender from our documentary because its so unisex.
Though females will be more attracted to our documentary because of our pink theme
colour, and also the majority of social networking is more suited to females than males – e.g
tumblr
This would be working class because we will focus much more on their morals, norms,
values and culture throughout. Also the videos from YouTube will be viral video from their
class rather than any other.
Our ethnicity is British. Our documentary is set in Britain – includes any ethnical
background. It doesn't lean to any colour or race specifically. It directs at the whole of an
internet culture.
There is no target audience in sexuality – it does not target anyone in specific in this group.
Though I feel hegemonic males would be less inclined to watch a documentary on social
media.
There is no professional role in our target audience.
Our T.G would most likely attend college or be at university – in social surroundings
They would certainly have an interest in technology, the elite, the internet, funny videos or
meme images

5. Secondary Audience
This is 30 year olds because they’ll take a much more intellectual debate and interest on our
topic. They’ll wish to lean on the hegemony – also it’s the 2nd biggest age group on social
media
This is then unisex because its very hard to distinguish a gender. I believe due to the debate
within the topic both genders of this age group will watch it
This then would be the middle class as they would be professionals. Working class 30 year
olds would probably not have an interest in the debate of hegemony and democracy in the
topic – this is generally speaking
World wide and cross cultures because again of the debate within it. They would be
attracted by the elites power within social media – and possibly want to watch it in concern
of their children using social media
Again there is no target audience in sexuality – it does not target anyone in specific in this
group.
Though I feel hegemonic males would be less inclined to watch a documentary on social
media.
They would be professionals from possibly any area.
Their interests would be society, modernity, technology, social media.

6. If we look at this chart from visual.ly it shows females are defiantly more
interested in social media – however, I do believe we target both
genders equally in our secondary audience.
This graph however, does support our choice of females in target
audience

7. Statistics That Help Support Target Audience
Thus based on youth and their culture
• Lady Gaga, Justin Bieber and Katy Perry have more Twitter followers than
the entire populations of Germany, Turkey, South Africa, Canada, Argentina
and Egypt.
• 97% of the fans on Pinterest’s Facebook page are women
• Social media is the most popular online activity
• Around 40% of people access their social media accounts on mobile
devices
• 98% of 18- to 24-year-olds use social accounts every month
• 57% of Facebook users have completed some college (and 24% have
degrees)
• 50% of Google+ users are 24 or younger

8. Statistics That Help Support Secondary Audience
Thus based on professionals
• 53% of people on Twitter recommend products in their tweets.
• Every second, 2 new members join LinkedIn.
• 9/10 businesses use social media
• 62% of adults worldwide now use social media
• 53% of small businesses are using social media
• 88% of them are using social media to increase exposure
• 60% of small business decision makers spend less than $100 on social media
• 53% of active social media users follow a brand
• 65% of the world’s top companies have an active Twitter profile