Audience

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Social class

  • ABC1 - middle-class market
  • C2DE - working-class market
  • A - higher management, bankers, lawyers, doctors and other professionals
  • B - middle management, teachers, creative and media people
  • C1 - officers, supervisors, junior managers, nurses, specialist clerical staff - white collar
  • C2 - skilled manual workers, plumbers, builders - blue collar
  • D - semi-skilled manual workers and unskilled manual workers
  • E - unemployed, students, pensioners and casual workers 
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Lifestyle

  • Groups driven by needs - survivors and sustainers
  • Outer directed - belongers, emulators, achievers
  • Inner directed - I-am-me, experimentals, socially unconcious

Media producers want to know

  • Income brackets / status
  • Age
  • Gender
  • Race
  • Location
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Joint Industry Committee for Newspaper Advertising

Designed to investigate magazine and newspaper sales attribution based on class and education.

  • Audience engagement
  • Audience expectations
  • Audience forknowledge
  • Audience identification
  • Audience placement
  • Audience research
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Audience and genre

  • Clasification by features, content and control
  • Expectations and pleasures
  • Audiences would understand genre through familiarity with codes and conventions used in text
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Producers

  • Producers respond by making more text of the same sort
  • Risky - copy not enough for success
  • Excite audiences
  • Enjoy mixture of reputation and variation
  • Pleasure in familiarity as well as anticipation of new twist
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Genre theory

  • Categorising texts
  • Codes and conventions
  • Audience expectations
  • Cultural expectations
  • Signs and signifiers - visual and oral
  • Altman
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