Understanding Media Audiences: Defining and Categorising

Hello! Welcome to the section that deals with the most important people in Media Studies: The Audience. Without an audience, a media product is just data or paper—it has no value.

In this chapter, we will look at how massive media organizations (the industries) take the huge, messy group of all potential viewers, readers, or listeners, and sort them into smaller, manageable boxes. This process is called Audience Segmentation.

Why is this important? Media industries spend millions of dollars trying to predict what you want to watch or buy. By successfully categorising you, they can:

  • Target advertising effectively (increasing profit).
  • Design content specifically for your group (ensuring you subscribe or buy).
  • Maintain audience demand (as mentioned in 3.5.4.1).

Let's dive into the three main ways industries define their target audiences.

1. Defining Audiences: The Three Key Segmentations

To categorize audiences, media industries use three primary tools. Don't worry if these sound technical—we can break them down into simple questions: Where are they? Who are they? What do they think?

1.1 Geographic Segmentation (Where are they?)

This is the simplest form of segmentation. It divides audiences based purely on location.

  • Definition: Categorising audiences by physical location, such as country, region, city, or climate.
  • Usefulness: Essential for products that are location-specific (like local news, regional radio stations) or for distributing physical products (like newspapers or cinema releases).
  • Real-World Example: A national broadcaster like the BBC uses geographic segmentation to ensure different regional news programmes are shown in Scotland versus England.
  • Modern Relevance: While global streaming services (like Netflix) make this less important for content access, geographic data is still vital for licensing rights and deciding which local advertising partners to include.
Quick Tip: Geo = Global or Local

Think of Geography (maps). If you are looking at a local newspaper, its audience is defined geographically.

1.2 Demographic Segmentation (Who are they?)

This is perhaps the most used and widely understood method. Demographics are the statistical facts about a population.

  • Definition: Dividing audiences based on measurable statistics like age, gender, social class, ethnicity, education level, and occupation.
  • Social Class: In media studies, social class is often simplified into socio-economic groups (though exact categories vary by country, common ones include A, B, C1, C2, D, E).
    • Example: A magazine targeting 'AB' (higher management/professional) groups will often have adverts for luxury cars and expensive holidays.
  • Usefulness: Demographics offer immediate data on buying power and general interests. Advertisers pay more for specific demographic groups (e.g., young people (18-25) with high disposable income).
  • Real-World Example: A gaming magazine specifically targeting "Males, 16-24, C2 socio-economic group" knows exactly what language, imagery, and advertising to use.
Did You Know?

The socio-economic grouping system (A, B, C1, C2, D, E) was originally developed in the UK but is still widely used in marketing research globally to understand consumer purchasing habits.

1.3 Psychographic Segmentation (What do they think?)

This is the trickiest category, as it looks beyond the obvious facts and delves into the audience's mind.

  • Definition: Categorising audiences based on their personality, values, attitudes, interests, and lifestyle. This explains why they consume certain media.
  • The V.A.L.S. Model: A common framework used in marketing that classifies people based on their motivations (e.g., 'Achievers,' 'Innovators,' 'Strugglers').
  • Usefulness: Psychographics help producers understand the tone and ideology their content should project. For instance, two people might be demographically identical (25-year-old female, middle class), but one is a 'Thrill Seeker' and the other is a 'Nurturer.' They will be targeted with very different media products (a horror film trailer vs. a family drama trailer).
  • Real-World Example: A company selling eco-friendly products targets people who are 'environmentally conscious' or 'socially responsible'—these are psychographic traits, regardless of age or income.
Key Takeaway: The Three Segmentations (G. D. P.)

Remember this simple structure for categorisation:
1. Geographic: Where you are.
2. Demographic: Who you are (the facts/statistics).
3. Psychographic: What you think (your beliefs/lifestyle).

Media organizations use a combination of all three to create a detailed profile of their ideal Target Audience.

2. Types of Media Consumption by Audiences

It's not just about who the audience is, but how they engage with the media product. The syllabus requires you to understand two key types of consumption.

2.1 Social and Shared Consumption

This refers to consuming media products in the presence of others, often resulting in a shared cultural experience.

  • Definition: Media consumption that takes place in a public or communal setting, or where the audience experience the media product simultaneously.
  • Characteristics:
    • It fosters discussion and community (fandom).
    • It reinforces cultural values and a sense of shared experience.
    • It is often tied to 'event television' or major public releases.
  • Examples:
    • Going to the cinema to watch a blockbuster film on opening night.
    • Watching a live sports event with friends or in a public venue.
    • Following a major news event or political debate on social media with real-time commentary and reaction.
  • Modern Relevance: While traditional 'mass audiences' are declining for single media events, shared consumption is still huge. Social media has created 'digital shared consumption' where audiences interact online during or immediately after viewing (e.g., live tweeting during a TV show).

2.2 Individual and Private Consumption

This consumption style focuses on personal choice, flexibility, and solitude.

  • Definition: Media consumption that is tailored to the individual, often accessed alone, privately, and usually on a personal device.
  • Characteristics:
    • Enabled largely by technological convergence (smartphones, headphones, tablets).
    • Allows for "time-shifting" (watching/listening whenever they want, not live).
    • Often involves a deeper, more personal engagement with the content.
  • Examples:
    • Listening to a podcast on the train with headphones.
    • Binge-watching a series on Netflix or Disney+.
    • Reading an e-book or playing a mobile video game.
  • Why it Matters: The rise of individual consumption has led to the success of Niche Audiences (3.5.4.1). Media producers no longer need to please everyone (the mass audience); they can create specialised content for smaller groups who are willing to pay a subscription.
Common Mistake to Avoid!

Do not confuse *Individual Consumption* with *Passive Audience* theory. Just because someone is consuming media alone (individually), it doesn't mean they are passively accepting the messages. They can still be an active audience member, interpreting the meaning, and making their own judgements!

Summary: Defining Audiences

The core of this section is understanding that media industries do not guess who their audience is—they research and define them using precise categories (Geographic, Demographic, Psychographic). They then analyze whether these defined groups consume their product socially or individually. This detailed knowledge is the foundation for successful marketing (3.5.4.3) and ensuring economic profitability.