The Media Framework.
Know significance of audience:
Understanding audience is an important aspect of media studies. Every media product has a target audience. You will create an audience research survey linked to radio consumption. To do this you will apply the socio-economic model (GEARS) to devise a ten question survey. Your task is to find out how different social groups listen to the radio and for how long. You will determine what proportion of the audience listen to an agreed list of radio stations which you think might be targeted to younger and older listeners. You must as part of the survey include Radio 1. Whilst two separate groups will devise the questionnaire you will combine the best questions as one group questionnaire. You will present the questions into survey monkey and then try to survey at least one hundred contacts (as a class). This will mean that you will need to circulate the questions to friends and family. It is important that you have collated the survey before Thursday’s lesson as you need to analyse the data on that day. As part of this assessment you are expected to ask a broad range of people based on the audience segmentation model GEARS. This is required so that you can determine how different audiences have different consumption habits you will apply Gears.
GEARS = Gender, Ethnicity, Age, Region, Socio-economics
Young & Rubicam 4 Cs model, Cross-Cultural Consumer Characterisation model
A more useful audience segmentation model than the traditional ABC1 categorisation.
It acknowledges the global nature of media audiences
Divides audiences into 7 types of consumer
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4 main categories are (MARS)
Main-Streamers, Aspires, Reformers, Successes
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The other categories to be added to this are (ERS) Explorer Resigned Stragglers
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It takes the following as consumer motivations: Security, Control, Status, Individuality, Freedom, Survival and Escape
Clear links with Maslow
Survey Results
Radio Survey Overview
From our radio survey we came to the conclusion that around 40% of the people that completed our survey listened to the radio and around 45% ocassionally listened to the radio. On the other hand, 15% of the people who completed our survey said that they dont listen to the radio. After viewing the age range we can tell that the majority of people who listen to the radio come under 16-25, which makes up 74% of the overall total amount of surveyers. The gender resulted in the survey voters being primarily female at 53%, on the other hand the men were 45% with a small 1% of the voters being classified as other.
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The radio stations which were included in the survey were:
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BBC Radio with 13%,
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Capital FM with 30%,
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Heart FM with 22%,
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Classic FM with 3%,
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Kiss with 13%,
and finally, OTHER, with 20% of the votes.
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This shows that the majority of people who took part in this survey listened to either Capital FM and HEART FM, which shows that theyre most popular with the younger generation as this survey was primarilly taken part by younger viewers, being aged 16-25. However, Radio stations like Classic FM, which had the lowest at 3%, showing that fewer but more cultured voted for it. Accord into Classic FM online, They say 5.6m people listen to it weekly, it also suggests that just over a million who people who listen to it are under the age of 35, meaning the remaining people are over the age of 35, statistically showing that people who listen to this station are more cultured.
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The Ethnic background showed to be primarilly White British with 86% of the surveyers being so. 5% of respondants were Black British, 3% of people were asian and 6% of people were European. With none being indian and none being White Irish/ scottish. This shows that the majority of people who voted were white British ethnic origin, most likely from Essex.
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The social status portion of this survey showed that 9% of people are upper-mid class, 47% of people were middle class, 16% were lower middle class, 8% were skilled working class, 20% being working class and nobody being lowest level of subsistence. This generally shows that primarilly the people taking part in this survey were Middle Class, which should techincally mean that one way or another they can access the Radio.
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People who voted also showed that they listen to the radio Via a phone with 8%, A car with 75%, a digital radio with 8%, a computer with 5% and other with 5%. This ultimately shows that the car is primarilly used to listen to the radio as it is easy access for everybody and the radio in the car is generally used to make journeys less long and more entertaining.
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The survey also showed that 68% of people listen to it 0-3 hours a week, 17% listen for 4-6 hours, 5% listen for 7-9 hours and 11% listen for over 10 hours. This is possibly due to people having car journeys from work or to school and having the car as the source as the radio. Primarilly it was 0-3 hours which most likely shows that people were only taking short journeys.
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Finally, people who voted said that they listen to music via different types of other media, with spotify being 54%, Apple music being 9%, Youtube being 22% and other being 15%. Media platforms such as spotify are used as people can listen to whatever they want when they want without interuptions as the majority of radio of radiostations have sections in which where people talks as spotify can be used as an alternative without interruptions.
Analysis Of Two Radio Stations.
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