LoGender
Race
Age
Social class
Sexual orientation
Self Audience Profile:
- Age: 16
- Gender: Female
- Income: Student
- Marital Status: Single
- Ethnic Background: White British
- Activities: Piano, Hammer throw, Art
- Attitudes: Feminist
- Personality and Values: Family oriented, slightly materialistic
- Benefits: Gain knowledge and inspiration, Escape, Fun/ Entertainment
- Usage Rates: 8-10 hours a day
Grouping and Categorising Media Audiences:
- Psychographic profiles may be created, this includes information about average reader’s tastes and spending habits, how much money they spend on beauty products each month etc.
- The National Readership Survey (NRS) categorises audiences using demographic variables such as age, sex, ethnicity and marital status, as well as socio – economic status or social grade. In this system readers are given a grade based on the occupation of their chief income earner in their household.
Demographic/ Psychographic for Vogue:
- Age: 35 (Average Age in 2016)
- Social Grade: (35%) AB (67%) ABC1
- Gender: Female (Cover Image)
- Sexuality: Heterosexual (Illegal to be homosexual until 1967)
- Race/ Ethnicity: White British
Psychographic Groups:
- Hobbies: Fashion, Theatre, Leisure activities, Shopping (High end designer brands), Picnics (Beaches, Yachts), Holidays
- Attitudes: Possibly Feminists due to the changes occuring at this time, MATERIALISTIC, Capitalists
A, B, C1 Brands:
- Chanel
- Rolex
- Gucci
- Dolce and Gabanna
C2, D, E Brands:
- Cillit Bang
- Londsdale
- Primark
Gerbner’s Cultivation Theory (Pg 177):
- The idea that exposure to repeated patterns of representation over long periods of time can shape and influence the way in which people percieve the world around them (i.e cultivating views and opinions)
- The idea that cultivation reinforces mainstream values (Dominant Ideologies).
In what ways to magazines lend themsleves to Gerbner’s theory?
- Beauty- Photoshopping woment to look perfect, converys unrealistic standards and reinforces stereotypes
- They create trends – i.e new clothing trends, they influence audiences to buy and wear certain things.
- Reinforces ideas of Heteronormativity – Dominant Ideologies
Hall’s Reception theory:
- Consider how aspects of the reader’s identity might effect the way thye read or respond to the product
- How might their own attitudes, values and beliefs affect the way in which they interpret the representation the magazines offer?
Preffered reading of Vogue 1965: She is a strong, independant powerful woman
Oppositional: Men, mysogonists might oppose this representaion
Negotiated: In the middle