Wednesday, 13 September 2017
Demographics & Psychographics
Demographic profiling separates groups of people by their physical features, e.g. the demographics of the target audience of Vogue Magazine is women between the ages of 20-40. As our short film is certified as a 15 and aimed at 15-20-year-olds, our product will be filmed and edited to suit the demographics of D-E, which includes semi-skilled manual workers and the unemployed. These physical difference make up the younger population, which our short film is aimed at as it focuses on issues relating to the social media and technology that the youth are engrossed in.
Psychographic profiling is the study of personality, values, opinions, attitudes, interests and lifestyles of the audience - e.g. the psychographic of the target audience for The Avengers franchise are explorers and/or mainstreamers. We looked at the psychographic of our desired target audience to see if their traits were compatible with the generic codes and conventions of the drama genre. Sticking to these codes conforms to the audience's expectations. Our audience falls into the psychographics of aspirers and explorers. The younger demographic is stereotypically materialistic and orientated to image and appearance, so the message that our short film will portray will work this aspect and educated this demographic on how this orientation can affect some people. Explorers have individualism and will be drawn to watching our short film as it focuses on a personal story about one female teenager.
Complying with the Uses and Gratifications theory by Katz, we know that our audience will want to watch our short film as a means of diversion and comparison as they are given someone else's problems to focus on or relate to, and information as they are educated on the serious topic of cyberbullying and suicide. This is how they use the media. Our target audience could also gratify our media text in ways such as escapism. They seek to escape from their reality so they will watch our short film in order to feel better about their own lives and may come to the conclusion that the events occurring in their lives aren't as horrible as those of Lucy Merrill's.
Our short film is aimed particularly at females, as females are stereotypically seen as emotional, allowing them to really focus on and connect with the narrative of the media product. Our secondary demographic is male as they need to be educated on the subject matter and its effects on those of the opposite sex - men are stereotypically seen as cruel and not easily hurt so it can be implied that a male is behind the cyberbullying.
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