DYSTOPIA: PHASE ONE

In your own words, describe Hypodermic Needle theory…

The hypodermic needle theory describes ideas and messages being placed in the minds of a
mass audience.

What are the four categories of Uses and Gratifications Theory?

List a media product you consume for each category…

In your own words, describe Recption theory…

What are Young & Rubicam’s seven Psychographic categories?

MARKET SEGMENTATION
The Four Stages of market segmentation

 Fragmentation (pre-1880s): The economy was characterised by small regional suppliers who sold
goods on a local or regional basis
 Unification or Mass Marketing (1880s–1920s): As transportation systems improved, the economy
became unified. Standardised, branded goods were distributed at a national level. Manufacturers
tended to insist on strict standardisation in order to achieve scale economies with a view to
penetrating markets in the early stages of a product's lifecycle. e.g. the Model T Ford
 Segmentation (1920s–1980s): As market size increased, manufacturers were able to produce
different models pitched at different quality points to meet the needs of various demographic
and psychographic market segments. This is the era of market differentiation based on demographic,
socio-economic and lifestyle factors.
 Hyper-segmentation (post-1980s): a shift towards the definition of ever more narrow market
segments. Technological advancements, especially in the area of digital communications, allow
marketers to communicate with individual consumers or very small groups. This is sometimes known
as one-to-one marketing.

Tedlow, R.A. and Jones, G., The Rise and Fall of Mass Marketing, Routledge, N.Y., 1993, Chapter 2

TASKS

1. Go through your Facebook and or Instagram feed and list the first three adverts you see.
2. Discuss which areas of uses and gratification theory the advert targets.
3. Identify which psychographic and demographic groups each advert targets.
4. Analyse how these adverts do or don’t target you as an individual.

Top tip: Focus on themes and micro-feature analysis (mise en scene, audio etc)