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Core Concept #5. Audience Ms.LeBouthillier. Two ways to look at ourselves as media audiences:. As consumers of media products we are: Target audiences Active participants in media construction. Target Audiences. Who are they trying to reach?
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Core Concept #5 Audience Ms.LeBouthillier
Two ways to look at ourselves as media audiences: • As consumers of media products we are: • Target audiences • Active participants in media construction
Target Audiences • Who are they trying to reach? • If a media product doesn’t reach its target audience, it will cease being produced • Media delivers audiences to a sponsor • It’s a numbers game
Active Audiences • Have you ever disagreed with a friend about the interpretation of a movie or tv show? • Are you a fan of a performer or rock band that many of your peers dislike? • Our responses to media are based on unique elements in our personality and back ground. (gender, age, class, ethnicity, religion, life experiences etc.) • Think backpack activity (WHAT IS YOUR WORLDVIEW? See wiki )
Psychographics • Help identify how large groups within the population will react to a given media message • VALS (values and lifestyle) • Developed in the late 70’s. VALS™ evolved to explain the relationship between psychology and consumer behavior. • Essentially four basic groups of citizens according to VALS • Belongers • Emulators, Emulator-Achievers • Societally Conscious Achievers • Need-Directed
Belonger • 1 in 3 • Typical traditionalist • Cautious and conforming • Believes in God, country, and family • Strong community consciousness • Arch enemy is change • Consumer profile: drives a dodge or Ford, drinks Coke, Pepsi or Budweiser, eats McD’s and love Jell-O
Emulators • Not set in their ways • Small but impressionable group of young people in desperate search of an identity and a place in the adult working world. • Represent 15% of the population • Will do anything to fit in • Lack self confidence and discouraged by future prospects • Compensate for this pessimism with unabashed personal hedonism • Confused and vulnerable • Purchase products from advertisers who offer solutions to their post adolescent dilemmas (prey on their insecurities)
Emulator-Achievers • Materialists, who are already successful • Own a Mercedes or Lexus • Most comfortable with high end brand name products (Tiffany, Gucci, latest high tech toys) • 20% of population and in a funk • Believed the sky was the limit, today frustrated, bit cheated, stuck just below the top rung of the economic ladder • ¾ fear they won’t attain their fiscal goals • Cheered up with commercials that transform everyday items into things of accomplishment, success, and taste. Buy and you will appear…
Societally Conscious Achievers • Care more about inner peace and environmental safety then financial success and elegant surroundings • Person, not professional, fulfillment matters most to these individualists • 20% of population • Are experimental as long as it fits into their belief system (acupuncture to Zen) • Shop often by mail, choosing LL Bean over Gucci, drive smaller foreign cars, lighter wines, wholesome foods, use refillable water bottles etc.
Need-Directed • Are survivors, struggling to sustain themselves on low incomes • 15%, at least ,of population • Are not consumers in the true sense • To busy to worry about image they present or the type of beer they drink • Rarely have the time to go out to eat; just struggling to survive.
Activity 1: • Assignment 1: VALS • You will check out an article online • Todays’ VALS are different (revised in the early 1990’s) . Read about each type today and complete the assignment.
