A - higher management/ administration/professional
B - middle management/ administration/professional
C1 - supervisory/ clerical/ junior management
C2 - skilled manual
D - semi and unskilled manual
E - subsistence income/ pensioners/ widows/casual labour/unemployment
Defining the Audience - It is useful for institutions and academics to be able to build up detailed accounts of how audiences are constructed.
- Rather than seeing audiences as masses or in simple numerical terms, it is common practice to find ways of segmenting the audience.
- This segmentation can be achieved both demographically and psychographically.
Demographic Segmentation - This is where an audience is segmented according to various significant social criteria eg gender, class, race and sexuality. One of the most common demographic approaches to audience involves the JICNARS scale.
Audience
Audience Engagement - This describes how an audience interacts with a media text. Different people react in different ways to the same text (Stuart Hall) Audience Expectations - These are the advanced ideas an audience may have about a text. This particularly applies to genre pieces. Producers often play with or deliberately shatter audience expectations (Roland Barthes)
Audience Identification - This is the way in which audiences feel themselves connected to a particular media text, in that they feel it directly expresses their attitude or lifestyle. (Katz and Blumler)
Audience Foreknowledge - This is the definate information (rather than the vague expectations) which an audience brings to a media product (Roland Barthes)
Audience Placement - This is the range of strategies media producers use to directly target a particular audience and make them feel that the media text is specially 'for them'.
Audience Research - Measuring an audience is very important to all media institutions. Research is done at all media institutions. Research is done at all stages of production of a media text, and once produced audience will be continually monitored.
What have you learned from yor audience feedback?
Having collected a variety of feedback for our pop video and digi pack from members of the target audience, and from other audience demographics using a questionnaire we created on a website called Survey Monkey, we proceeded to answer this question. We got together a focus group and asked them each to answer the survey after viewing our video and ancillary texts. Once we put all the results of our feedback together it was interesting to compare and see which of the results tied in with Stuart Hall's concept of preffered, negotiated and oppositional readings. A number of the questions on the survey recieved similar or exactly the same answers from the members of the focus group. 70% of the focus group stated that they think the band genre is 'country and western' and 84% stated that they think the girls are sexy.
Click on this link to see the survey- http://www.surveymonkey.com/s/P6KWMGM
From the survey, the results showed that many of the participants, when shown the digi pack believed that the band were in the country and western genre due to the style of the dresses, and the way the girls are poised on the poster, i found this observation interesting.
Audience Theorists
Roland Barthes - Plaisir and Jouissace
Audience expectations - expected or unexpected
Katz and Blumler - Diversion
Surveilance
Personal Relationships
Identity
Stuart Hall - Preffered Reading
Negotiated Reading
Oppositional Reading
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