Audiences key terms Flashcards
What is an audience ?
Any group/individual that consumes a media product
Audience consumption
The way an audience uses a media product (attention given to it)
Primary consumption
Exclusively focused on one media text
Secondary consumption
Consumption of media when focused on another activity
Tertiary consumption
Consumption of media text as background to another activity
Audience targeting
Process of how texts are constructed with a specific audience in mind
Audience size
Mass/mainstream
Segmented
Niche
Demographic profiling
Physical qualities like age, gender and sociology economics
Psychographic profiling
Based on personality, values, attitudes and lifestyle etc
What are young and Rubicams 4 Cs
Cross cultural consumer characterisation
7 audience groups:
1) explorer
Seek discovery, individualistic and seek new brands/experiences
Younger
2) aspirer
Seek status, materialistic, seek attractive pack and younger/lower class
3) mainstreamer
Seek security, well known brands and mass group
4)Struggler
Seek escape, impact and sensation- D/E demographic
5) succeeder
Seek control, prestige and are in higher professions
6) reformer
Seek enlightenment, independence, new products and are higher educated
7) resigned
Seek survival, tradition, rigid values and older
3 types of response
Basic e.g it’s interesting
Interactive e.g, comment/prosumer
Active e.g preferred, negotiated and oppositional reading
3 types of positioning
Physically
Ideologically
Emotionally
Affects on audience response
Demographics Psychographics Cultural competence Cultural experience Situated culture
