Media audiences · GCSE Media Studies

Target audiences

A target audience is the group a product is aimed at.
Demographics describe audiences by age, gender, income, occupation and location. Social grades (A, B, C1, C2, D and E) group people by occupation.
Psychographics describe audiences by values, attitudes and lifestyle, such as "adventurous" or "eco-conscious".
Mass audiences are large and varied; niche audiences are small and specialised.

Choice of content, genre, stars, mode of address, and style of language and images.
Scheduling (such as family shows at teatime), distribution and marketing (trailers, social media and posters).

Uses and gratifications theory (linked to Blumler and Katz) says audiences actively use media for information, personal identity, social interaction and entertainment (diversion).
Audiences can take the preferred reading, a negotiated reading, or an oppositional reading (linked to Stuart Hall).
Some argue heavy exposure to media can shape how people see the world (cultivation) or influence behaviour (media effects).
Audiences today are often active and participatory: commenting, sharing and making user-generated content. Fans form communities (fandoms).

Target audience: The group a media product is aimed at.
Demographics: Audience groups based on factors like age, gender and income.
Psychographics: Audience groups based on values, attitudes and lifestyle.
Niche audience: A small, specialised audience.
Uses and gratifications: The idea that audiences actively use media to meet their needs.
User-generated content: Media made by audiences, such as videos or comments.
Oppositional reading: When an audience rejects the producer's intended meaning.