uses and gratifications
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AUDIENCE THEORY – PSYCHOGRAPHIC PROFILES
Quantitative – Number based approach eg. counting sales, audience stats…
Qualitive – an individual interpretative approach considering why audiences consume or engage.
For example:
Quantitative: The product is targeted at men around the age of 25 and upwards who belong to any demographic classification above the established middle class. Members who do not fit this criteria may also purchase the fragrance however is not as common.
Qualitative: generates an aspirational audience who are driven by others perception of them.
This is due to Georgio Armani being an expensive, high end brand
Quantitative: Product is targeted to females around the age of 14 and upwards who tend to be new affluent workers or from the technical middle class. Members who do not fit this criteria may also purchase the fragrance however is not as common.
Qualitative: Generates mainstream audiences who prioritise basic needs over the desire for luxury.
This is because Maybelline is an affordable drug store brand
In terms of my Product: Jewellery
Quantitative: product aimed at women, possibly men as well, around the age of 20 and upwards. Consumer mostly comes from the upper and middle classes. Members who do not fit this criteria may also purchase the fragrance however is not as common.
Qualitative: Generates an aspirational audience who tend to be materialistic when it comes to balancing basic needs and the desire for luxury.
This is because my jewellery will be of a high quality and therefore will be more expensive than average high street prices (however also wont be as expensive as high end brands such as Gucci and LV)
audience theory – uses and gratifications (active selection)
This theory recognises the decision making processes of the audience themselves, rather than being influenced by opinion leaders or the source itself. Essentially, individuals sought out particular pleasures, uses and gratifications from individual media texts, which can be categorised as:
- information / education
- empathy and identity
- social interaction
- entertainment
- escapism
| Georgio Armani Aftershave | Tiffiny & Co Ring | My product – Jewellery | |
| Understanding Self | Helps you discover your perfect scent | This ring will make you want to get married | Helps you discover the styles of jewellery you like and/or suit |
| Enjoyment | You will smell nicer to you and others around you | If you buy this ring for you life you will have a better marriage | Can mix and match different necklaces to create different looks |
| Escapism | you will have a better, more secure life | | |
| Knowledge about the world | | | |
| Self confidence and self esteem | You will feel more confident around women | This ring will make you look like marriage-material | Jewellery will make you feel more confident and put together |
| Strengthen connections with family and/or friends | Buying this will make you more attractive to women | When bought as an engagement ring, strengthens relationship with fiancé | Can be given as a gift which will strengthen relationships between friends and family |
| Other |
Audience Speculation
Research Product Speculation – Dior and Chanel
- Quantitative : The social class of my research products such as Chanel and Dior are in the class of upper and middle, they are pricey for the lower class but not too expensive for the middle class. The income that would be appropriate for people who buy these products, their yearly income would be £45,000 – £85,000. As well, the suitable education for the community who wear these products would be successful in a university of a sort and have succeeded with high grades. The age grouped aimed through the advertisement of these products are 20 – 40 years of age.
- Qualitative : The Psychographic Descriptor for these products would be ‘The Aspirer’ and ‘The Mainstreamer’. The Aspirer would want this product to show off their income status and what sort of designer brands they own. The Mainstreamer would want these products to have a pleasant aura around them.
Own Product Speculation – Swarovski Bracelet
- Quantitative : The social class of my product such as a Swarovski bracelet is based in the upper and potential middle class. Meaning the fitting income range yearly would be 35,000+. On top of that, you could see people wearing Swarovski bracelets who have degrees, A-levels and middle way GCSE’s, around B’s and higher. The target market for Swarovski bracelets are 18 – 70 years of age, depending on the bracelet type.
- Qualitative : The Psychographic Descriptor for these products would be ‘The Aspirer’ and ‘The Mainstreamer’. This is because the Aspirer would gain happiness from the posh, expensive, high end status by the crystal glass jewellery and the Mainstreamer would enjoy having a lavish item although it is not a necessity.
My Product Model – Swarovski
Audience theories
Quantitative data – Number based data.
Qualitative data – More of a worded approach.
Audience Theory
QUALITATIVE AND QUANTITATIVE
- Qualitative Data = Interpretative
- Quantitative Data = Numerical
Research Product 1 : EOS Lip Balm
- Working class/ Young workers/ Students (C2/C1 Social Grade)
- Mid range income (Those who can afford mid-range priced products from high street stores)
- Ages: 14-35
- Young women, such as the woman represented on the advertisement
- Good education
- The Mainstreamer
- The Reformer
Research Product 2 : Vogue Lipstick
- Middle class/ Young workers (AB Social Grade)
- Mid/High range income (Vogue is a high-end income magazine which promotes high end products)
- Ages: 25-40
- Young women, LGBTQ+ Individuals, anyone who wears makeup
- Good educational background
- The Aspirer
- The Succeeder
Advertisement Product : Vaseline
- Working class/ Young workers/ Students (C1/C2 Social Grade)
- Mid range income (Those who can afford mid-range priced products from high street stores)
- Ages 14-35
- Young women who would normally buy lip balm products such as Vaseline. In this case, with the use of the pride campaign and support of the community, LGBTQ+ individuals who have struggled with their identity and see themselves represented through this product
- Good educational background
- The Mainstreamer
quantative and qualitative
QUANTATIVE DATA
Research Product 1: Maybelline Eyeliner
Women aged 17-30 or makeup enthusiasts. Social grade usually A-C1. Eyeliner can be more on the expensive side, so people usually with a high to middle social grade would purchase this.
Research Product 2: Nivea Lip Balm
Women aged 11-60 or anyone who wants to have healthy lips of any age and gender. Social grade usually A-D, most people can afford this as it’s cheap, but people of a higher social grade would still purchase.
My Product: NYX Eyeliner
Women aged 17-30 or makeup enthusiasts. Social grade usually A-C1. Eyeliner can be more on the expensive side, so people usually with a high to middle social grade would purchase this.
QUALATATIVE DATA
Research Product 1: Maybelline Eyeliner
The Aspirer- Motivated by esteem/status needs
Research Product 2: Nivea Lip Balm
The Mainstreamer- Motivated by belonging needs
My Product: NYX Eyeliner
The aspirer- Motivated by esteem/status needs
Audience theory – Two step flow of communication
This theory was followed up by Paul Lazarfeld in 1948 who recognised that this simple, linear model does not sufficiently represent the relationship between the message sent and the message received. As such, he developed the Two Step Flow Model of Communication which highlighted the idea that media messages are not always just directly ‘injected’ into an audience but also filtered through influential opinion leaders who interpret a message and first and then relay them back to the mass audiences.