Defining Audiences

by

SOCIAL CLASS:

Professional Workers

B White Collar Workers                MIDDLE CLASS

C1 Skilled Manual Workers

C2 Skilled Manual

D Semi-Skilled Manual                  WORKING CLASS                

E Unskilled Manual

  • Social class is based upon occupation
  • Mass and Niche audiences

Mass: Everyone                                                                                                                                                                                                                                                                                 Niche: A clearly targeted group eg) Teens, Children, 60+

NEWSPAPERS BY AUDIENCE:

Guardian(Labour)

Times(Conservative)                   QUALITY (hard news). ABC1

Independent(Labour)

Telegraph(Conservative)

Express(Conservative)

Daily Mail(Conservative)              MID MARKET (mixtures). BC1C2

The Sun(Conservative)

Star(Conservative)                       RED TOPS (soft news). C2DE

Mirror(Labour)

POLITICAL BELIEFS:

Left Wing:

  • Progressive
  • Modernity
  • People
  • Equality
  • Public
  • Poor

Right Wing:

  • Conservative
  • Traditional
  • Business
  • Elite
  • Private
  • Rich

Texts aimed at everyone are rare.                                                                                                                                                                                                                                                eg) Hollywood films (Disney), Family films or Coronation Street.

Most texts are aimed at niches because they are easier to target.

Anything based on advertising usually targets ABC1’s; gets more disposable income.

3 broad areas for targeting audiences

  • Age
  • Class
  • Gender
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