Psychographics

Study of lifestyles, values, attitudes, interests and personalities

Linked to psychology and sociology

Extensively used by media industries for marketing and advertising

Achievers
Prosperous

Make their own decisions

A lot of advertising directed to them

Aspirers
Aspire to a better life, but not yet able to achieve it

Aiming for prosperity

Status-seekers

Socially conscious
Aware of social issues

Politically active or aware

Positive outlook & self-motivated

Belongers
Conformists with mainstream values

Reluctant to take risks

Fit ‘Middle Class’ stereotype

Traditional in outlook

Experientials
Risk takers

Looking for the next new thing

I-Am-Me
Appeal of products which makes themselves different to others

Youthful, energetic & demanding

Generational Marketing
Audiences are also categorised by age and the time they were born:

‘Builders’ – born 1920s – 1946 (age now 78+)

‘Baby Boomers’ – born 1946 – 1964 (age now between 59 – 77)
‘Generation X’ – born 1965 – 1979 (age now between 44 – 58)
‘Generation Y’ (early Millennials) – born between 1980 – 1994 (age now between 29 – 43)
‘Generation Z’ (late Millennials) – born between 1995 – 2009 (age now between 14 – 28)
‘Generation Alpha’ (α) – born between 2010 – now (age now birth – 13)

Two Key Words

When analysing any media product, we can use two key theoretical words:

Denotation – a literal definition or description

Connotation – the emotional response

Stretch and Challenge

To use media theory/theorists in your response for task 2

Uses and Gratification

Use – the action of using something or the state of being used for a purpose

Gratification – a source of pleasure

Audiences make active use of the media to fulfil certain needs

Four Needs
Surveillance – the need to know what is going on in the world

Personal Identity – building your identity with the media you use

Relationship – building a familiarity with a product or person

Escapism – using a product or person as a means to ‘escape’ everyday life