3. Starter You are about to watch 2 clips of different media products. In the pairs you are sitting in think about WHO the product is aimed at. Each person in the pair pick one of the products You have 3 minutes to write a short profile of the type of person who would use the product – their age, gender, type of job, media usage and consumption Write it on your post-it note and stick it on the wall at the front.
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7. Learning Objectives To know the reasons for audience classification. To understand audience classification categories and techniques. To be able to unpick the requirements of the Assignment Brief and Task 1 successfully.
8. Audience Classification…Why? All commercial media products have to compete in a very competitive media marketplace There are lots of consumers but there are also lots of products for them to choose from This means that media producers have to make sure that they target the right product at the right audience in order to ensure profit for their company through Producers have to think about their target audience from the planning stages of a production right through to the marketing stage
9. Audience Classification…Think? Why would producers need to know their target audience at the following stages of production? How might it help them to make decisions about their production at the following stages? Production Marketing Planning
10. Audience Classification The broadest audience classification, which can be used for whole genre’s of texts rather than individual texts is; Mass Market A large target audience this is not very well defined Niche Market A small, well defined audience
11. Mass Market Niche Market BBC 1 Kerrang Magazine Radio Times Amazon.co.uk Lakeland.co.uk Teachers TV
12. Audience Classification There are 4 key categories that are used to classify the audience Class Gender Age Ethnicity
13. Audience Classification A good way to remember this is the CAGE of audience Gender Age Class Ethnicity
14. Audience Classification - Class In audience classification class means something slightly different than in day to day life. In audience classification class is mostly about your job/profession and how much you earn. It can also be a confusing way of classifying people…
16. Audience Classification – ClassEarnings £50k and over £35k to £50k £25k to £35k £15k to £25k £7k to £15k £5k to £7k
17. Estimates of UK population by social grade (2006) Source: NRS
18. Audience Classification - Age There are clear categories of age that can be used to separate different stages in our lives Babies/Toddlers – 0-3years Infants/Children – 4-12years Teenagers – 13-19years Young Adults – 20-29years Mature Adults – 30-39years Middle Aged – 40-65years Elderly/OAP – 65years+
20. Audience Classification - Ethnicity Like class, ethnicity can be a controversial and tricky category to identify the audience It can be misleading and perpetuate social stereotypes such as only black people listen to rap music Nevertheless it is a key category used to identify the audience Sometimes though it can be easy to use ethnicity to categorise the audience of a product, for example, language.
