Beruflich Dokumente
Kultur Dokumente
• http://www.nrs.co.uk/
Catergories Evidence
Age
Gender
Socio-Economic
Grading
Ethnicity
Interests
Political opinion
Circulation
- Why?
www.abc.org.uk
Taking a
Closer Look
at Audiences
Two Questions About
Audiences:
• WHO would use this product?
– We have developed a framework to answer the first:
(Age, Gender, Location, Ethnicity, Class, Interests, Lifestyle,
Earning Power)
• What are some simple and complex reasons you could use
a pair of trainers?
Why do audiences read popular
newspapers?
Do we enjoy comparing our lives to others?
2. Information/Surveillance
• The media text is a source of information; a form of education
“I watch Channel 4 news because it keeps me informed about what
is going on in the world.”
“I use Facebook to see what my friends and family have been up to.”
“I like www.rottentomatoes.com because it gives me good reviews
for the latest films.”
Uses and Gratifications Theory -
Four Reasons For Using Media
3. Personal Identity
• The media product reflects your own values, ideals and hopes or
“allows you to be yourself”
“I watch Skins because it is about people like me.”
“I like Kiss 100 because it plays my kind of music”
“I thought all those teenagers I see were carrying knives and now I know
because I read it in The Sun.”
“It doesn’t matter if I fail Media as long as I am the best at MW2.”
4. Social Relationships
• The media text is part of social life or is a replacement for a social life.
“I need to watch X-Factor so I can talk about it with my friends the next
day.”
“I can’t go out tonight so I will sit at home on Facebook”
“I don’t need real friends, I have plenty in The Sims.”
Maslow’s Hierarchy of Needs