Defining the audience:
- It is useful for institutions and academics to be able to build up detailed accounts of how
audiences are constructed.
- Rather than seeing audiences as masses or in simple numerical terms, it is common
practice to find ways of segmenting the audience.
- This segmentation can be achieved both demographically and psychographically.
Demographic Segmentation
- This is where an audience is segmented according to various significant social criteria
e.g. gender, class, race, sexuality.
e.g. gender, class, race, sexuality.
- One of the most common demographic approaches to audience involves the JICNAR
scale:
scale:
- Income, education, gender and social class will affect where you are placed on the
JICNAR scale.
Psychographic Segmentation:
- Also known as lifestyle profiling, compiles a psychological profile of the consumer, with ideas about how they conducted their lives in the market-place.
- The various attitudes, values, beliefs and 'lifestyle' choices are separated in specific categories which can be used to predict audience consumption.
