A U D I E N C ER E S E A R C HD E M O G R A P H I C S A N D P S Y C H O G R A P H I C

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D E M O G R A P H I C S

• Demographics in media are measurable characteristics of consumers separated into various groups such as age, race, education and income level.

• It is important for institutions to understand the demographics of their audience to ensure correct choices are made relevant to their intentions and expectations. This involves correct inclusion of content, suitable visuals and appropriate inferred meaning reflecting the general ideologies of the target audience.

• A business target demographic captures the group of people the media text is aimed at so that choices can be made as mentioned above, based on the data and statistics received.

• Not only does the production of the final product (music video) require consideration of demographics, it is important that the digipack graphics and advertising appeals to the target audience too so that it meets their needs and captures their interests, making them wish to consume the product.

N R S S O C I A L D E M O G R A P H I C S C A L E

This is the NRS Social Demographic table grouping people based upon their job titles and income values. Industries and institutions use this to make decisions based upon which category their target audience fall under. For instance, pricing and availability in terms of platforms would differ to make it as accessible as possible while still being a successful investment for the company and artist.

A D V A N T A G E S A N D D I S A D V A N T A G E S

Alike all categorisation models, this model has particular strengths and flaws. These are explained below:

The model is simple and easy to follow allowing for easy, distinguishable categorisation for the institution with regards to their target audience.

It is readily available and accessible online meaning that virtually anyone can use it as a basis for the choices made in the production of any media text.

Occasionally classes overlap. For example, teenagers and pensioners would both fall under class E, but this doesn’t necessarily mean that their interests are the same or that the same media products are consumed by each group.

The scale resolves around traditional jobs with set income. Many more recent/modern jobs have more flexible pay and don’t fit in with the NRS scale as well.

The classification is based upon the predominant figure of the house hold rather than each individual member.

A P P L I C A T I O N O F T H I S, ( P O P I N D U S T R Y)

• Pop music is the most mainstream music given most airplay across radio and TV shows, therefore reaching a mass audience. This mass audience is outweighed by people aged between 8 and 22 contributing to a major value of listening figures. People of these ages generally fall under the lowest category of the demographic scale meaning that producers make certain choices to direct their product towards these targeted groups and maintain a consistent fan-base. For example, music and visuals will be available straight away on platforms used by teenagers such as Spotify and YouTube at no cost. Advertisements will be deliberately placed in places where young people go such as city's/towns, bus stops and near universities to catch their attention and encourage them to purchase the product.

• Demographics also effect the production of pop themed media texts outside of marketing too, these being through creating representation and meaning within the product relative to that of the interests of the target audience. For instance, this includes products such as music videos and teaser trailers. Content of these videos will vary dependent on the intended effect the institution wish to create. Mise-en-scene is adjusted relative to this, for the soul purpose of capturing the audiences interest encouraging them to consume the product.

P S Y C H O G R A P H I C S

• Psychographic segmentation divides the audience up into groups based upon social class, lifestyle and personality attributes. It works from the assumption that individuals consume media texts relative to their personal interests and general patterns of living.

• This is arguably a better grouping system than working from demographic information due to less general stereotyping; it is said interests link with consumerism far stronger than age does. This is strengthened by the fact that all forms and types of music have fan-bases of all ages, and any one product most likely has fans of all ages besides the particular group stereotyped in the media.

P S Y C H O G R A P H I C T A B L E

• This is the psychographic table displaying how audience is categorised through different personality traits and perceptions of life’s importance. Consumed media products would vary more between groups here than between age groups due to combined needs and wants bringing groups closer and more comparable with one another.

• Industries and institutions would use this model to target their product towards a particular group, fitting with their typical interests making them want to consume the product. These choices would be made through marketing and publishing choices in terms of platforms and location, contextual choices in terms of content and meaning behind inclusion of particular aspects to their product, and appropriate imagery to suit the target audience; metal music may feature more ‘scary’ imagery featuring masks, blood and suggestive gore, while r&b my feature more provocative images building on the theme of voyeurism, while pop is more innocent and appropriate due to its younger target audience.

A D V A N T A G E S A N D D I S A D V A N T A G E S

• Alike the demographic model, the psychographic model also comes with many advantages and disadvantages. These are as follows:

There is more variety within groups meaning for greater differentiation between consumed media texts.

Groups thrive from shared individuality being more subjective around certain genres and contextual aspects.

Some people may display personality qualities from multiple sections meaning for a lack of clear cut differentiation in which sections may overlap.

Often peoples preferences in media texts is different to that stereotyped by their interests. For example, just because someone fits the ‘explorer’ category doesn't mean they cant enjoy mainstream music or rap which would be subjected around the ‘strugglers’; some people have varied taste more so than others and therefore it is inaccurate to assume consumerism simply based upon personality.

A P P L I C A T I O N O F T H I S

• Application of this table to consumerism of media products from the music industry would be, for instance, rap music is often aimed at strugglers to take their mind off their current situation and make them believe they may escape it one day. This music generally reflects their way of life subjecting around drugs, sex, alcohol and partying. Unfortunately, the artists are often misleading, exaggerating their situation and building a sense of false hope for the listeners, keeping them listening to the music as it makes them feel better about themselves.

• Another example would be classic rock and roll, or classical music, each of these being traditional music forms, being subjected towards a ‘resigned’ audience. However, again this is a flawed assumption as there are also young people who like and appreciate these types of music.

• A very obvious application of the table is ‘Mainstreamers’ listen too very commercial music which receives most airplay. A major influence of this is Radio 1, which iften starts trends and influences other radio stations. These are charted and played across mass music platforms reaching a mass audience. This music is the most commercial of pop, r&b and house and is listened too most commonly by ‘mainstreamers’.