Audience Analysis

Kuch Kuch Hota Hai

1. Income Bracket/Status
• C1 and C2
2. Age 
• 12+
3. Gender 
• Male and Female
4. Race 
• Indian/Asian
5. Location
• India

Demographics - A method of categorising people who fit a specific category e.g. age, gender, race etc.

The letter code: A Method of describing audiences

Homework: Analyse a film of your choice by answering the following questions.

• Who the film companies are 
• When it was distributed 
• The target audience 
• How much the film made

Audiences can be classified into GEARS:

• Gender
• The feeling of being either male, female or other defined by different aspects such as expression, appearance, social interactions etc.
• Ethnicity
• Population whose members identify with each other on the basis of common nationality or shared cultural traditions.
• Age
• The length of time that a person has lived. 
• Region/Nationality
• An ethnic group forming a part of one or more political nations.
• Socio-Economic Status
• An individual's or group's position within a hierarchical social structure and is depends on a combination of variables, including occupation, education, income, wealth, and place of residence.

Theories about Audiences

• Hypodermic Needle Model/Magic bullet theory
• Relates to Gerbner who said that those who are fully engrossed in television are solely focused on what they hear
• Response against Decoding Approach
• Passive Audiences
• Easily led and manipulated
• Gullible
• Sheep-like
• Fashion followers
• Media consumption influences the attitudes and behaviour of audiences
• Linked to propaganda and advertising
• Behaviourist models of human behaviour
• Decoding approach
•  Response against Hypodermic Needle Approach
• Shows how audiences are active
• Able to decode their own meanings from media
• Own-thinkers
• Formulate own interpretations
• Uses and Gratifications Model 
• Audiences are active in choosing media for their own 'gratifications' or pleasure
• Links to Maslow's Hierarchy of Needs
• Developed by Blumler and Katz
• Main reasons for using media:
• Personal identity
• Define who we are
• Information
• Entertainment
• Includes escape, distraction
• Social interaction 
• Helps us socialise with like-minded people

Young and Rubicam's 4 Cs: Cross-Cultural Consumer Characterisation:

• Audience segmentation model 
• Acknowledges the global nature of media audiences
• 7 types of consumer:

Young and Rubican

Other Segmentation Terms: