Audience Profiling & Uses and Gratifications

Audience Profiling
Checkpoint 1: Demographic profiling is grouping the target audience in terms of age, class and gender. This is a simple way of defining an audience as it assumes that everyone within the group had the same attitudes.

Checkpoint 2: Psychographic profiling is categorising the audience in terms of needs and motivation, which is more effective for advertisers and publishers, as this enables consumers to be targeted directly.

Checkpoint 3: Niche nicknames are created because it is an easier way to define target audiences. i.e. YUPPIES(young upwardly mobile professionals)

Uses and Gratifications
Checkpoint 1: Four motivations Blumler and Katz suggested
* Diversion - Escape from everyday problems
* Personal relationships - Using the media for emotional and other interaction
* Personal identity - Constructing their own identity from characters in media texts.
* Surveillance - Information gathering i.e. weather reports

Checkpoint 2: Cultural codes is when different socio economic groups interpret texts in different ways.