Audience Theory

'Audience' is a key concept through media studies, as all media texts are produced with an audience in mind - a group of people who will receive the text and make some sort of sense out of it.
Audience research is a major element for any media producer. Companies are set up to carry out audience research for media producers, broadcasters and advertisers.

1. Demographics

This is a common and traditional method of audience research. 

A - Higher management, bankers, lawyers, doctors and other professionals. 

B - Middle management, teachers, creative and media people e.g. graphic designers etc 

C1- Office supervisors, junior managers, nurses, specialist clerical staff - white collar

C2 - Skilled manual workers, plumbers, builders - blue collar 

D - Semi-skilled and unskilled manual workers 

E - Unemployed, students, pensioners, casual workers

(These audience demographics are based on the National Readership Survey's socio-economic grades).

2. Psychographics

This is a way of describing an audience by looking at the behaviour and personality traits of its members. Psychographics labels a particular type of person and makes an assessment about their viewing and spending habits. 

MAINSTREAMS - 'Seek Security'  - Tends to be domestic, conformist, conventional, sentimental - favour value for money family brands. Nearly always the largest group.
ASPIRERS - 'Seek Status' - Materialistic, acquisitive, orientated to image and appearance, personal and fashion. Attractive packaging more important than contents. Typically younger people, clerical and sales jobs.
SUCCEEDERS - Seek Control' - Strong goals, confidence, work ethic and organisation. Supports stability. Brand choice based on self-reward, and quality. Typically higher management and professionals.
RESIGNED - 'Seeks Survival' - Rigid and authorisation values. Interested in the past and tradition. Brand choice stresses safety, familiarity and economy. Typically older people.
EXPLORERS - 'Seeks Discovery' - Energy, individualism and experience. Values difference and adventure. Brand choice highlights satisfaction and instant effect. The first to try new brands. Younger demographic - students.
STRUGGLERS - 'Seeks Escape' - Alienated and disorganised. Few resources beyond physical skills. Brand choice involved impact and sensation. Buys alcohol, junk food, lottery tickets. D and E demographic.
REFORMERS - 'Seeks Enlightenment' - Freedom of restrictions and personal growth. Social awareness and independent judgement. Anti-materialistic but aware of good taste. Has attended higher education and selects products for quality.