Defining/Classifying Audiences

a) Young and Rubicam’s 4C’s

The Mainstreamers are a group who like to know what they are buying. They often buy things that they are used to, therefore their expectations of the product are met. A media text that would appeal to them for example would be Disney. This is because it is an established brand that has a track record of producing high quality content. Even if the mainstreamer doesn’t like the actual story line of the film, they can be assured that they will be watching high quality content, that is made to a high standard. My previous statement can be backed up with evidence of a good track record and the continuous style of films are kept the same throughout each one. A media text like Disney would be suitable, because the consumers know exactly what to expect in films made and would fit in with their need for ‘security’.

 The Succeeders are another group who think that they deserve the best quality products, as they have worked hard enough for them. They would often choose to spend more money in order to get the finest products. A media text that they would be drawn to, for example when out food shopping, they would opt to buy Tesco’s finest range, over their standard food. Even though both food types may arguably taste the same, the succeeder would choose to buy this to offer them the luxury they think they deserve. This product would be suitable for them, because they can take control over their diet and ‘control’ is what they need most in life.

The Aspirers section of the consumers is normally perceived as superficial people, because they care more about other people’s perceptions of them rather than their own. Classical music or financial times/broadsheets would appeal to this group, as they feel that these products can make them look more sophisticated or intellectual to the people around them. It would be suitable, because their core need in life is for ‘status’.

The Explorers division like to try new things to crave their desire for discovery. They are appealed by media texts that are brand new and initially offer something different to the ordinary, however as soon as it reaches audiences like the mainstreamers, they often lose interest in it, because it wouldn’t be considered different or alternative anymore, but normal and average. Media texts like easy access games would be suitable for them, like ‘No Mans Sky’. This is because these are unique, indie games that offer people a different experience to maybe classic shooting games. This is very fitting to their core need in life which is ‘discovery’.

b) The Usefulness of the 4C’s model

 Overall, I think that these kind of categories are helpful when defining audience types, because having an audience broke up into smaller chunks is easier to manage. This way you can easily pinpoint what type of people you want to advertise to and in theory sell more, because these people should appeal most to what you are offering. I also think they are useful, due to the majority of people fitting under the mainstreamer umbrella, because people like to fit in with others. On the other hand, people can fit into more than one category, making it hard to define people as just one specific section. Someone may enjoy seeking out and finding new products to use, but they may also like to wear established brands like ‘Nike’, so what category would they be put under? The explorer or mainstreamer? This model doesn’t offer an ‘in the middle’ section for these people.

 c) Hartley & Fiske’s subjectivities.

Typical audience member for The Big Bang Theory:

Hartley (1982)

Gender: Male

Age: 16 - 30

Family: Single

Self-image: ‘nerds’/ like sitcoms

Class: D and E Unemployed and students

Nationality and Ethnicity: Any

 Fiske (1987)

Education: Secondary

Religion: Any

Politics: Any view

Location:  Anywhere

The typical audience member for The Big Bang Theory on the whole is male. The main reason for this being there are limited female characters and issues discussed within the show to make it relate-able to both genders. On average, I thought the age range for this TV show was 16-30, because it is just simple enough for teenagers to understand and relate to, however I think once past the age of 30 people will be less likely to watch this show, as people may argue it doesn’t compare to similar things they used to watch when they were younger. The show sometimes portrays being in a relationship in a negative way, therefore may appeal more to single people. A typical audience member could be considered a ‘nerd’, due to the show having similar characters and main themes of science and superhero’s. The Big Bang Theory is generally on during the daytime, so people I expect to watch it would be in class D and E (unemployed and students) mainly because they possibly have more time to give the sitcom. Any nationality and religion could watch the show, as it explores Judaism and Indian life which isn’t really shown in American TV usually. The show doesn’t discuss politics making it accessible to everyone and even though it is set in the US, no knowledge on the country or local area is needed, the show is for entertainment purposes overall. Having secondary education would help with the understanding of some topics in the show (like science), but I do not think it is necessary, as there is lots of light humour to enjoy.

d) Lifestyle Categories

 a) Traditionalists would be a likely audience member of Disney films, as they want things to stay the same and with an established brand like Disney the consumers know that they will get a high quality film that is well made to the same standard every time. Egoists could buy Tesco’s Finest range and this is because they are mainly concerned about getting the most out of lives for themselves. By buying higher quality food, they can feel like they are getting better food for their money. Trendies may listen to classical music, due to desperately wanting to have admiration from their peer group. They care more about other people’s perceptions of them and by listening to something that isn’t mainstream, they think it can make them look a certain way. Easy Access games are likely to appeal to drop-outs. This is because drop-outs are people who don’t like to get committed to things in anyway, therefore when new easy access games get popular and become more mainstream they can stop playing them and find alternatives.

c) The Big Bang Theory could attract rebels, as there are no challenging views associated with politics that they may disagree with. This is a positive, because rebels are people who want the world to fit into their idea of how it should be.