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Demo and Psycho
You're launching a specialist newspaper. It's about, I dunno, fashionable dogs or something.
But who wants to read about that? WE DON'T KNOW.
This is where demographics are useful, so you can begin to tailor your product towards a certain
audience base.
Check out the National Readership Scale for a list of demographics; this are the socioeconomic
statuses of available audiences.
Let's say you conduct a survey and it turns out that only people from C1 want to read about your
stylish mutts. What class does this represent?
Now that you've got your target demographics, you want to figure out ways to appeal to them.
This might not be so easy; break out the psychographics and get the party started. Remember,
these guys represent the ideological views of audiences. Try to know at least 4 or 5 different
categories so you can whip `em out in the exam if you need to. In fact, name me one now. Go!
You use your awesome magic powers to find out that Renaissance Mums and Settled Elders are
most interested in your hypothetical publication, so... how could you appeal to them? Ideas!…read more

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Let's get totally Maslowed
Hey, that's a GREAT idea! Use Maslow's Hierarchy of Needs to appeal to
audiences, you say? This is why you made editor. Really.
Recap: it's a pyramid. Basic needs at the bottom: (in ascending order)
Biological/Physiological ­ Gettin' food, shelter, sleep, the basics.
Safety ­ Law and order. Think safety, think cop show.
Love ­ Love songs are eternally popular, right? Because everyone wants love.
Esteem ­ Do good things, and good things happen. To your ego!
Self-actualisation ­ Fulfilment, achieving your goals, getting ahead.
Winning ­ Only available to Charlie Sheen.
How could you use these to appeal to your target audiences for the dog
paper?…read more

Slide 4

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Sometimes the media GOES WRONG. I know, right?
Take a look at this clip (http://www.youtube.
But apparentlycom/watch?v=vaVGnVTvluk)
people just take it lying down. According
and see if youto the
can hypodermic needle
theory, at least. It says that we're passive and don't try to mediate
examples of each kind of reading within it. Have some
(intervene/resolve) the offensive media. Yay us.
on me:
Meanwhile, two-step flow
Preferred: says
The that individuals
English are more
Defence League likely toand
is awesome use any kind of
media if a mate recommends
totally it. Works
owns stuffy in anyhere.
ol' Paxman method of communication. `Oi, did
you see that new mag about dogs what dress up? It's well good.' `Nah mate, I'll
check it out though. Isn't it?'
Oppositional: Paxman himself does the work here,
Cultivation going through what little Johnny says and picking himDesensitisation
Uses and Gratifications
up on the goes all active
weaker points.audience on your backside,
Political debates are often saying that
audiences choose texts
great for one
examples ofof four purposes.
politicians gettingTell me one. No, two. Haha.
readings of each others' speeches.
And finally, Reception Theory says that audiences can receive texts in a nice variety
of ways; preferred readings,
Aberrant: HAH,where
the EDLyou take
can't away
even the
say interpretation
words properly, of the text that
the author wants youracists,
stupid to have, oppositional readings, where you pick a fight, looking
for things that are poorly worded etc., or aberrant readings, where you get
completely theThere's
wrong idea about the text from having seen it.
a fourth too, negotiated, you can probably
guess that one though.…read more

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Moral Maze
Occasionally, the WORLD goes wrong, and then the media has a massive paddy about
it and gets all hypocritical. That's moral panic for you. (Or the Daily Mail.) An event
happens. The press blows it out of proportion. They provide biased stories and launch
campaigns (like when the Sun ran features trying to get Cameron elected, despite
having supported Labour up until a few months before) which may lead to changes,
such as laws becoming harsher, making readers feel empowered by the media even
though the problem wasn't as bad as reported.
Sheesh. Long, huh? Which is why I've made this handy acronym for you!
M urder/crime
E xaggeration
A ction
N ew law
Think morals, think MEAN. Aren't I nice? Can you remember any from recent news?…read more

Slide 6

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Media texts are becoming more targeted toward niche instead of mass
audiences. Discuss.
One of the questions on a recent exam paper (paraphrased). Mass audience.
It doesn't quite mean mainstream, though; in theory, you become part of a
mass audience when you're in the cinema, at a concert, that sort of thing, the
same way your team's supporters would react as one after a goal; you all
share in the moment and, crucially, receive the same text. (I think)
Niche audiences are similar, but on a much smaller scale, and may have more
diversified opinions. Stop me if you've heard this one... Two Doctor Who fans
walk into a bar, one of them says `Did you see that one with the pirates? It
was the best one EVAR!' `No way man, it sucked, those pirates so fake, worst
episode of the series.' Then the barman says, `Get out.'. Har har. They're both
part of a niche audience base, but they don't react in the same way at all.
Please note: this slide is nearly all speculation and should not be taken
without consulting a media professional. Please take theories WITH BOOKLET
no more than twice a day.…read more

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