Published on March 3, 2014
Psychographics A more sophisticated way to divide consumers
What were the last three memorable purchases you made? What was your motivation for buying them?
Early Adopter Vs. Mainstreamer
Maslow’s Hierarchy of Needs
Lifestyle Groups This is a chart that divides consumers into different categories based on their motivations
Innovators • Successful, sophisticated and have high self-esteem • Mega-rich and receptive to new products. • Set trends and change markets.
Thinkers / Believers • Mature, satisfied and liberal. • Well-educated. • Engage with the world around them. • Traditional and conservative, respects rules. • Slow to adopt new technology. • Chose familiar products and brands.
Achievers / Strivers • Hard working, with emphasis on family & career. • Enjoy status symbols. • Already achieved successful. • Trendy and fun loving • Not much money and narrow interests. • Stylish and try and emulate success. • Love celebrities.
Experiencers / Makers • Appreciate unconventional things. • Value self-sufficiency. • Act on impulse seeking • Like D.I.Y / crafts. stimulation from new products / experiences. • Prefers value to luxury. • Spend all their money on fashion, socialising and entertainment.
Survivors • Have the least expendable income. • Concerned mainly with safety and security. • Brand loyal and buys discounted merchandise.
Applying the idea Can you use the categories to name as many brands / high street shops / products that fit into each segment?
Uses & Gratifications Information Personal Identity Social Integration Entertainment The VALS framework shows how people subconsciously use products to reflect their Personal Identity
Ideology Audiences and Ideology
What is Ideology? • A system of ideas and beliefs promoted by dominant groups (governments, corporations, cultural groups) to reinforce their power. • A way of seeing the world (a world view)
Passive audiences • Early audience theory said that media messages were injected into peoples minds.
Active audiences Text Audience • More recent theory suggests that audiences Use media for different Gratifications, and that audiences create their own meanings.
Reception Theory • Stuart Hall’s Encoding/Decoding model is the idea that an active audience has to decode the meanings within a text, therefore different audiences will do so in different ways Preferred Producer encoding text Audience decoding meaning Negotiated Oppositional
Preferred Reading • The audience accepts the worldview of the text • They consume the text as the producer intended them to
Negotiated Reading • The audience understands the ideology that is contained within the text but mostly rejects it • Instead the audiences choses elements of the text to enjoy
Oppositional Reading • The audience entirely rejects the ideology that is contained within the text • Not because they dislike it, but because they oppose it
An Example http://www.youtube.com/watch?v=4ZCv ydOxcq0
Rastamouse Dominant (Preferred) Negotiated Oppositional A positive program for children that teaches morals and the benefits of helping others A tongue-in-cheek look at Rasta culture with possible drug references and music aimed at teenagers and above A racist stereotype of Afro-Caribbean culture that will negatively affect the viewers that might imitate the language
Important Ideologies • • • • • • Consumerism Conservatism Liberalism Multiculturalism Feminism Environmentalism
Environmentalism • Protection of the Earth • Preference of natural and organic products • Suspicious of Globalisation
Feminism • Promotion of women’s rights • Rejection of gender roles • Promotion of fairness and justice
Multiculturalism • Celebration of cultural diversity • Rejection of all racisms • Promotion of cultural relativism
Consumerism • Celebration of products and businesses • Solving problems through economic growth • Individual freedom (to consume) most important value
Conservatism • Society has naturally created traditions that should be respected. • Authority keeps the peace. • Citizens achieve freedom by conforming to established rules. • Strong social groups (like religions and nations) protect ideals
Liberalism • Individual rights are the most important human ideal. • Minorities should be protected from the oppression of the majority. • Celebration of a progressive (changing) society
An Example http://www.youtube.com/watch?v=XqWi g2WARb0
John Lewis Advert Dominant (Preferred) Negotiated Oppositional A positive allegory that reminds us all of the importance of Christmas and the message of giving A nice attempt to remind us of the good times that Christmas. You might enjoy the song or the cartoon but not the message. Cynical corporate sentimentalism wrapped in family friendly cartoon Definitely not going to shop there Going to shop there Not going to shop there
Another Example http://www.youtube.com/watch?v=51Yfr8ZKFXE
Boots Advert Dominant (Preferred) Negotiated Oppositional There are people in my life who deserve to receive a gift from Boots A good message about young people rewarding those around them, but highly unrealistic Consumerist, middleclass propaganda that uses guilt to sell products Not going to shop there Definitely not going to shop there Going to shop there
Summary • Ideology is a worldview that is contained in media texts. • Stuart Hall said that you can respond by negotiating or opposing this ‘coded’ ideology
View 4569 Psychographics posts, ... with your audience. ... Audience Theories - psychographics and ideology. 1,223 Views.
Knowing Your Audience – Demographics & Psychographics. January 10, 2011 | Coffee Break Reading | Comments. Organizational success can hinge on the ...
Audience reception theory can be traced back to work done by ... Hall argued that the dominant ideology is typically inscribed as ... Audience Theory ...
... Audience & Ideology. ... a handout on the theory you could use to analyse audience. ... briefly your target audience – demographics, psychographics ...
Audience segmentation is a process of dividing people ... Since an audience segment that is derived ... communities, (d) psychographics, ...
Apply Blumler and Katz's theory and explain why audiences might access your product. ... DEMOGRAPHICS AND PSYCHOGRAPHICS . ... and ideologies ...
"In Narrative as Rhetoric, ... narration ideal narrative audience ideology Illiberal Education ... Audiences, Ethics, Ideology Theory and ...
Relationships between media and audiences: Prospects for audience reception studies1 Sonia Livingstone ... reception theory, and ideology theories, ...