Welcome to Media Audiences: Categorisation!
Ever wondered why you see an advert for a cool new video game on YouTube, while your parents might see an advert for life insurance or a new garden shed? It isn't a mistake! Media companies are experts at "sorting" us into groups to make sure they are sending the right message to the right person.
In this section, we are going to explore Categorisation. This is the process media organisations use to split a huge, messy crowd of people into neat groups. In the media world, we call this Audience Segmentation. Don't worry if that sounds like a big word—it just means "cutting the audience into segments," like slices of an orange!
The "Big Three" Variables
To categorise us, media organisations look at three main areas, or "variables." You can remember these with the mnemonic G.D.P. (just like the economic term, but for media!):
1. Geographic (Where they live)
2. Demographic (Who they are)
3. Psychographic (How they think and live)
Quick Review: Media organisations don't just guess who their audience is. They use segmentation to target specific groups so they don't waste money advertising to the wrong people.
1. Geographic Segmentation
This is the simplest way to categorise an audience. It’s all about location. Media producers look at where people live to decide what content to show them.
How it works:
Organisations might target people based on:
• Their Country (e.g., a film trailer might be different in the UK compared to Japan).
• Their Region (e.g., BBC North West Tonight is only for people in that specific part of England).
• Urban vs. Rural (e.g., a magazine about city fashion vs. a magazine about farming life).
Real-World Example:
Think about a local newspaper like the Manchester Evening News. Its geographic target is specifically people living in or around Manchester. An advert for a local cafe in that paper is much more effective than putting it in a national paper like The Sun.
Key Takeaway: Geographics = Location. It's about reaching people based on where they physically are.
2. Demographic Segmentation
This is about the statistical "facts" of a person. If you had to fill out an official form about yourself, you’d be giving away your demographic information.
Common Demographic Categories:
• Age: A 5-year-old wants to watch Bluey; a 15-year-old might want to play Fortnite.
• Gender: Some products are specifically marketed toward men, women, or non-binary individuals.
• Ethnicity: Media products often target specific cultural or ethnic backgrounds (e.g., BBC Asian Network).
• Income/Social Class: This is a big one! Media producers want to know if you have a lot of "disposable income" (extra money) to spend on luxury items or if you are looking for bargains.
The "Social Grade" Trick
In the UK, media companies often use a scale from A to E to categorise people by their jobs and income:
• A/B: Professionals and managers (usually have more money).
• C1/C2: Office workers and skilled manual workers.
• D/E: Unskilled workers and those on state benefits (usually have less money).
Did you know? High-end brands like Rolex or Vogue Magazine specifically target the A/B demographic because they know those people can afford expensive products.
Key Takeaway: Demographics = Who you are. It's the "hard facts" like age, gender, and job.
3. Psychographic Segmentation
This is the most modern and complex way to categorise people. Instead of looking at where you live or how old you are, it looks at your mindset—your values, your hobbies, and your personality.
Why use Psychographics?
Two people could be the same age, live on the same street, and have the same job (the same demographics), but one might love extreme mountain biking while the other loves knitting and quiet tea parties. Their psychographics are totally different!
Examples of Psychographic Groups:
• Mainstreamers: People who like what is popular and follow the crowd. They buy "trusted" brands.
• Aspirers: People who want to look successful. They care about status symbols and looking "cool."
• Reformers: People who care about the environment or social justice. They don't care about "brands" as much as they care about ethics.
Don't worry if this seems tricky at first! Just think of it as "Lifestyle and Personality." If an advert asks you to "Be a rebel" or "Join the revolution," they are targeting your psychographic profile, not just your age.
Key Takeaway: Psychographics = How you think. It's about values, attitudes, and lifestyle choices.
Common Mistakes to Avoid
• Mixing up Demographics and Psychographics: Remember, Demographics is what you *are* (e.g., 16 years old), Psychographics is what you *care about* (e.g., caring about climate change).
• Thinking companies only use one: In reality, media organisations use a mix of all three! A video game company might target a 14-25 year old male (Demographic) living in the UK (Geographic) who values competition and excitement (Psychographic).
Final Summary Checklist
When you are analysing a media product for your exam, ask yourself:
• Where does the audience live? (Geographic)
• Who is the audience in terms of age, gender, or class? (Demographic)
• What does the audience believe in or enjoy doing? (Psychographic)
If you can answer those three questions, you've mastered Categorisation!