Defining Audiences

Media Producers

·         They produce Media Products

·         They know how their target audience uses their media products and what their likes are

Media Products

·         Is affected by the way the Media Producers think about their audiences

·         The make it their job to know what their audiences like and wants (Audience Research)

·         They give them what they want

Articles, books, music, films, PowerPoint Presentation, posters, adverts, DVD, magazines (Advanced Photoshop), Tutorial (Youtube)

Conclusion

·         There is someone who carefully chooses what we see, hear, buy and consume

·         Every Media Product we own has been carefully shaped to suit our tastes

Why?

Because the Media Industry is a money-making business and like every business organization is to make money by carefully targeting their audience.

Defining Audiences

Who is the Audience?

·         A group of people who is targeted by the media

·         How does the media knows the likes and dislikes of such a diverse group of people?

Market Research

·         Research is a very important process

·         All media products have been carefully planned & researched  to try to make them as successful as possible

Why?

Because the Media Industries are money-making business

Groups of Audiences

·         How do you think Media Industries group their Target Audiences?

·         Data gathered through research can be broken down into Demographic grouping (=the way people can be grouped together).

Demographic Groupings

The Media Industry uses the categories to distinguish between different groups of people:

·         Socio –Economic Status

·         Interests & Lifestyle

·         Gender

·         Age-Group

·         Location

Socio-Economic Status

·         Also known as Social Class

·         Past – working class – manual workers

·         Today – More women are working – More upward mobility – Due to more education and more jobs in the service sector – Middle Class

Socio-Economic Status in the Media

·         Kalamita

·         Bondiplus

·         MTV

·         Mezzo

Interests & Lifestyle

·         Lifestyle = the way people live and how they spend their time

·         Closely related to occupations due to income

Examples in the Media:

Yachting Magazine:

·         The audience might also be interested in collecting antiques, eating out, property, etc

·         So the advertisers also take in consideration their interests

Answers from Questionnaire

Gender:

 MALE  - 10  FEMALE -  6

Age :

20 Times 3

22 Times 4

19 Times 5

18 Times 2

24 Times 1

Occupation:

16 Students & 2 Workers

Answers:

Question 1 The majority of Males answered the Johnson’s baby shampoo and the majority of Females answered the Felce Azzurra Shampoo. 13 answered the Johnson’s baby Shampoo and 3 answerd the Felce Azzurra Shampoo.

Question 2 Some said the Johnson’s baby shampoo is more effective while the Felce Azzurra is too dramatic. Others did not like the sensuality the Felce Azzurra ad had. The johnson’s baby shampoo had a straight forward type of message and delivers a result. Some could not understand the language of the Felce Azzurra shampoo but others said it looks more professional and is targeted for a larger audience. They chose the Johnson’s baby shampoo because they saw that babies are a good selling point. One specific male saw the Felce Azzurra advert extremely boring.

Question 3 A The majority chose the Johnson’s Baby Shampoo.

Question 3 B They said that families have small children and because of the advert they would choose the Johnson’s for their child.

Question 4 A They saw Advert 1 more convincing than Advert 2.

Question 4 B Advert 2 was not convincing like Advert 1.

Question 5 A The majority said it is a sensitive shampoo for babies.

Question 5 B The majority said the advert was seductive and that it is a shampoo for softer skin.

Question 6 A Many students criticized the way Felce Azzurra advert was presented to the audience in a calm relaxed manner and so they would fast pace the editing.

Question 6 B The message could have been clearer. The majority did not criticize the Johnson’s baby shampoo advert. Quite a good advert!

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QUESTIONNAIRE FOR ADVERTS

Gender:    Male          ___                Female         __

Age:             ___ years

Occupation:    Student ____   Worker  ___

Advert 1 :  Johnson’s baby Shampoo advert -

http://www.youtube.com/watch?v=VQZIFX7mE-g&feature=related     

Advert 2:  Felce Azzurra’s body shampoo advert  -

http://www.youtube.com/watch?v=sUnRt879LSk

1.      In your opinion, which is the best advert from these two?

Johnson’s baby Shampoo advert                         ____

Felce Azzurra’s body shampoo advert                ____

2.      Why did you choose it? ______________________________________________________

3.     

A.  Which advert do you think is the most effective for a mainstream type of audience?  _________________________________________________________
 B.   Why? 
   ________________________________________________________

4.     

A.   Is advert 1, convincing for you to buy the product?   ___ Yes                  ___  No

B.   Is advert 2, convincing for you to buy the product?   ___Yes                   ___  No

    5.

A. In short, what do you think is the message of :

             Advert 1 :

                                _______________________________________________________

Advert 2 :

                              _______________________________________________________

B.      Which one had the most clear message?

____ A1

____ A2

6.      A.  If you had to criticize or change something in both the Johnson’s baby Shampoo advert and the Felce Azzurra’s body shampoo advert, what would it be? _________________________________________________

B.      Why?

_______________________________________________

Thank you very much for your time to fill in this questionnaire. Much appreciated!

Elena Sammut

Extended Diploma in Creative Media Production

Group : B

Selection and Representation

Selection and Representation

·        You could argue that people are only newsworthy when their lives are disrupted by some very dramatic change to their circumstances – such as when disaster strikes.

·        Editors and media producers choose their stories they cover and the material they use to illustrate them.

·        It is rare for them to choose ‘good’ news stories from certain parts of the world.

·        These are now laws preventing discrimination against people on racial or gender ground, as well as because of any disability they may have

·        These are there so that people can have equal opportunities in life-and not discriminated against simply because they come from a minority.

CLASS TASK (it depends)

·       White males – positively

·       Old people – positively and negatively

·       Women – positively and negatively

·       People with an obvious disability – negatively

·       LGBT’S – negatively

·       Working class men - negatively

·       Non white people – negatively

·       People from other countries – positively

·       People from the south – negatively

·       People wearing religious clothing or insigna – positively, sometimes negatively

Balance and Bias

·       Misrepresenting of issues is not a good thing – which unfortunately – still happens sometimes

·       Thus an aspect of regulation that applies to broadcast media (radio and TV) is Impartiality

·       This means that media should report issues in a balanced way and must not be biased in any way.

·       Unlike broadcast media, the press and multimedia sectors are not regulated in this respect at all

·       The owners of newspapers and magazines can decide to use them to support political parties if they wish, and nobody can prevent them from doing so.

Definitions

·       Balance is giving equal emphasis to all sides of an argument, so no one side has an advantage over the others

·       Bias is slanting the coverage of an argument in order to give one or more sides an advantage over other sides.

·       Impartiality is being unbiased

·       Propoganda is material designed to persuade people that one or more sides of an argument are correct. This often involves slanting the truth, or selecting only information that promotes on particular cause. Propaganda is often regarded as being misleading or dishonest.

Social issues in the Media

o   Stereotypes

o   Ethnic groups

o   Minors

o   Generation gaps

o   Discrimination

o   Sexual orientation

o   Minorities

o   Gambling

o   Smoking

o   Politics

o   Privacy

o   Violence

o   Religion

o   Alcohol

Issues are everywhere…

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