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Worksheet 4 – Target Audiences

Recap Questions:

Question 1 – What are the four different analysis tools we have looked at so far?
1 Swot
2 BlueSky thinking
3 Mind map
4 Mood board

Question 2 – What does SWOT stand for?

S Strength
W Weakness
O Opportunity
T Threat

Question 3 – Pick one of the tools from Question 1 and explain how/why it could be used in
the pre-production stage for a digital media product.
Analysis Tool Mood board
Use Helps to see your ideas on paper visually

Task 1: Explain what is meant by the term demographic [1]

Definition
Demographic A particular section of the population based on a specific factor or a
combination of factors

Task 2: There are many demographic issues to consider when identifying target audiences.
Provide full definitions including an example for each of the following [8]
Factor Explanation
Gender Gender preferences are not always defined. It was assumed that males and
females had different interests , however in modern society it is clear that
interests are changing and cant be shared. In media gender ideas can affect
which products are targeted to each gender.
Age The age can greatly affect a products development. Age groups can be quite
specific e.g. 17-25 or quite broad such as ‘teenager’, middle aged or senior
citizen.
Socio-Economic This is concerned with how much an individual earns together with their
class e.g., working, middle, or upper. In media the more money a person
earns the more disposable income they have. This means they can afford to
consume more and varied digital media products.
Psychographic This is the psychological factors that influence a person’s opinion, attitudes,
lifestyle and interests. Combining this type of information with social
economic factors helps to target a specific user.
Sexuality A person’s sexuality can be effective for a media product because not only
can the preferences of different groups affect who a product is targeted at
but also the language and imagery that is used within the product.
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Ethnicity Migration and the internet have meant that we are living in very ethnically
diverse times. Media products are now accessible by a far wider range of
ethnic groups than before. All factors like culture heritage age and race all
must be considered when creating a new product.
Geo-Demographic This is a factor based on the geographic location of your target audience and
can consider factors like nationality or religion. This can affect the style of a
product and the language used within it.
Mainstream vs. This relates to the purpose of a product, if it is designed to appeal to many
Niche people then it would consider ‘mainstream’, whereas a product aimed at a
small specific group of people would be considered ‘niche’.

Task 3: Choose any 4 of the demographic factors listed above and see if you can find examples of
digital media products that clearly show a consideration for that factor. An example has been
provided for you (include images where possible).

Factor Product Explanation

Mainstream vs. Avengers Infinity War Film vs. Avengers Infinity War is a film that
Niche Trout and Salmon Magazine capitalises on the surge in popularity of
superhero films over that past decade.
Whereas Trout and Salmon Magazine is
aimed at a small specific group of people
interested in Game Fishing.

Micky mouse is a children’s tv program

that is aimed at an audience 0-6 years
Age old. It is a show that is fun for young
children and helps them learn the basics.
E.g., counting, learning colours and
shapes.
To compare with, IT is a completely
different age category as it is 18+ it is a
horror film so it is scary and shows things
that aren’t suitable for children.
Boys in the hood is a film all about
African Americans making the majority of
Ethnicity their audience mostly African Americans.
Similarly, to the notebook which is a
white dominated cast making most of
their viewers white this is because the
viewers can relate to the film and feel
included.
Mean girls is aimed at teenage girls
because that is what the film is about so
it is relatable to the viewers similarly only
Gender fools and horses is about older men
which wouldn’t appeal to young girls sop
therefore won’t watch the series.
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Religion The boy in the striped pyjamas is aimed

at people who take interest in the Jewish
religion because it I based on the second
world war which effected Jews the most.
However, Belfast is based in Northern
Ireland and is about the split between
Catholics and protestants which means
that it will appeal to that religion more
then other religions.

Task 4: Re-read the Welsh Mocha Client brief and see if you can identify and explain three different
target audience considerations [6]
1. Age- age is aimed at people who are young adults to people who are in their 30 to 40s this
does not mean they don’t expect people who are older cant either.
2.Gender – gender is aimed at both males and females to make sure both are included.
3. Ethnicity - this is important because it makes it more inclusive, so everybody wants to watch.