Critical Approaches To Media Quantitative, Qualitative & Audience Classifications

Quantitative Audience Research Quantitative Research is data that is gathered through measurements. The kind of questions asked would be “how many?”, “how often”, “who?”, “when?” and “where?” – all regarding data. The results of the data would be presented in numerical form. Surveys through telephone, online, postal or face-to- face are usually used for quantitative data.

Audience Ratings And Measurement Panels That Use Quantitative Research

Broadcasters' Audience Research Board (BARB) BARB is a non-profit organization that compiles audience measurements and television ratings in the UK. These ratings are very important to commercial television stations, The advertising agencies will pay the television station a certain amount of money based on the number of people watching. BARB is jointly owned by the BBC, ITV, Channel 4, Channel 5, Sky and the Institute of Practitioners In Advertising. It awards research contracts to market research companies. It has approx. 5,100 homes participating in a panel. The box records what programmes they watch and the panelists indicate who is in the room watching by pressing a button on a remote control handset. The data is collected overnight and published as overnight ratings for use by TV stations and the advertising industry.

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Radio Joint Audience Research (RAJAR) RAJAR is a non-profit organization that is the official body in charge of measuring radio audiences in the UK. It is jointly owned by the BBC and the Radiocentre on behalf of the commercial sector. It collects information on behalf of over 300 BBC and OfCom licensed commercial radio stations. They range from very small local services to national networks. Station listening by time, duration and platform (AM/FM, DAB, Online, App and DTV) The research method is based on a continuous diary survey (excluding Christmas holidays). It measures the listening behavior of over 100,000 adults (aged 15+) a year. The diary is filled in on a quarter-hour basis for one weeks listening taken from a sample of the stations transmission area and the nation as a whole. The field work for the research is carried out on behalf of RAJAR by specialist research contractors.

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Audit Bureau of Circulation (ABC) ABC is the industry body for media measurement and is governed by the industry, for the industry. It is made up of media owners, agencies, advertisers and associates. ABC aims to use their organization as a stamp of approval on the media landscape in the UK and worldwide. They offer independent audit and compliant services delivering certification that verifies that data and processes meet industry reporting standards. They have a team of experts that verify data across a wide range of media channels including print and online. They look to include new platforms as they emerge. They use a census based approach which means counting every interaction rather than using a survey sample. This allows them to provide finer detail across channels to showcase performance and support the media buying process.

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Qualitative Audience Research Qualitative Research is data that is gathered verbally instead of measurements; this way opinions, attitudes, beliefs and reactions can be recorded. The kind of questions asked would be “why?”, “would?” or “how?”. The aim of qualitative research is to understand how a consumer thinks and why they think that way. Issues become apparent quicker through this as it’s all about personal opinion.

Types of Qualitative Research Focus Groups - a group of people brought together to give their opinions on a particular issue or product, often for the purpose of market research. Questionnaires - a set of questions for obtaining statistically useful or personal information from individuals. Face-To-Face Interviews – an in person interview that involves asking questions and getting answers from participants in a study.

Audience Profiling Audience Profiling is a term used to describe the characteristics of those who read, view, or listen to a given text. It allows media businesses to narrow down their audience/ customers to find their target audience.

Demographic Profiling is when information is used in media marketing to classify an audience into age, gender, race, sexuality, occupation, income level or social status. Psychographic Profiling is when information is gathered based on personality, values, opinions, attitudes, interests and lifestyles. A profile is created that reflects the buyer's characteristics and patterns of living so that products and brands can be matched to them. D EMOGRAPHICS SHOW " WHO " YOUR BUYER / VIEWER IS WHILE PSYCHOGRAPHICS SHOW WHY THEY BOUGHT / VIEWED IT. Geographic Profiling is used for classifying localities or regions based on the idea that people living near each other are likely to have similar social and economic lifestyles. Types of Audience Profiling

Age Age plays an important role in the identification of an audience. It affects everything from the product or text itself to the promotion and selling of it. Within TV shows age affects the shows length, pace, storyline and tone. Examples: Peppa Pig is a children’s TV show with a simple narrative of conflict and resolution. Each episode is roughly 5 minutes with no storyline continuation from episode to episode. Topics are kept light and contains an opportunity of learning for the children who watch it. This show is aimed at pre-school kids.

Age Glee is a high school TV show that offers multiple plots and storylines at once. It’s average length is between 40 and 45 minutes. The storyline is continuous and it’s topics are usually drama filled with comedy elements. Conflict issues are normally resolved within one episode but can sometimes last over a few. The show allow scenes that contain sexual themes, mild violence and language but there’s a limit to the usage of the content. This is representing teenagers for teenagers but appeals to an older audience also. Game of Thrones is a fantasy drama TV show that offers intricate plots and storylines over the duration of it’s season. It’s set in the fictional Seven Kingdoms of Westeros. It’s average episode length is 55 minutes. The storyline is continuous but the resolve to conflict is not quickly obtained. It frequently depicts brutal battles and graphic, detailed acts of violence, as well as lots of nudity and blatant sexual content. Due to the extreme content the show is aimed towards adults.

Gender Gender is the identification of the audience as either being male or female and assigning different products/ texts to a gender. This is usually generalized and applies the stereotypes of blue is for boys, pink is for girls, boys like cars, girls like clothes. With the example of comparing male magazines to female magazines you can easily see that there is a difference in what they are trying to promote. Men’s magazines often promote good health and muscle gain while female magazines focus on beauty and fashion. Men’s magazines tend to use muted, darker colours while women’s magazines tend to be brighter and more colourful. Covers of men’s magazines often re-enforce the fact that it’s a men’s magazine by placing the word “Men” in large print to not obscure a man’s fragile masculinity by assuming magazines are usually just for women.

Sexual Orientation Sexual Orientation doesn’t normally play a large part in the identification of the audience for a product or text, however in recent times there has been efforts made within media to be more inclusive and diverse by including more people that are gay, lesbian and bisexual. People are starting to recognize the importance of representation within media and are pushing for more. If people see gays, lesbians and bisexuals on television they will segregate them less as “outsiders” and see them as equals. The longevity of this inclusion will have positive effects within the community and allow people to be more accepting and open minded. Some of the UK’s leading soap programmes have starting including leading storylines involving these sexualities.

Regional Identity Regional Identity is a sense of belonging or pride that people have for their country or their area. It can be seen as a part of self-identity and is therefore the personal attachment to a region. Regional identity is often vividly represented, depending on the location in which the programme or character is set/ from. Example: The Only Was Is Essex (TOWIE) is filmed and set in Essex with an Essex cast. It is a ‘reality’ show that follows the lives of a group of people as they go about their daily Essex lives.

Socioeconomic Status Socioeconomic Status divides the population into different groups based on the occupation of the head of the household. It’s purpose is to draw comparisons accross a wide range of people. It can be assumed that those in a higher class wouldn’t enjoy the same things of those from a lower class. GroupSocial ClassJob ExamplesMedia Consumption Group AUpper Middle Class Higher Managerial, Lawyers, Doctors, Professionals Print: The Times TV: Question Time Group BMiddle ClassMiddle Management, Teachers, Professionals Print: The Guardian TV: Documentaries Group C1Lower Middle Class Junior Management, Nurses, Bank Clerks, Professionals - White Collar Print: The Guardian TV: Documentaries Group C2Skilled Working Class Skilled Manual Workers - Electricians, Carpenters, Plumbers, Hairdressers Print: Sunday Mirror TV: X-Factor, Soaps Group DWorking ClassSemi Skilled/ Unskilled Manual Workers - Factory Workers, Drivers, Sales Assistants Print: OK! Magazine TV: X-Factor, Soaps Group ELowest LevelCasual/ Low Grade Workers, Pensioners, Students, Unemployed Print: The Sun TV: Jeremy Kyle, Soaps

Mainstream Mainstream media reach's the largest audience. It’s large scale activity with a clear commercial purpose, driven primarily by a profit motive and representing mainly dominant views in society, government and corporate interests. Example: BBC is one of the worlds leading programming outputs based in the UK. Within the UK, the BBC is considered to be the national mainstream channel. It’s financed by the public TV license with a high expectation of quality and production. Every show is carefully selected to meet the standard that the BBC has worked towards over the years.

Alternative Alternative media differs from established or dominant types of media in terms of their content, how they are produced or how they are distributed. Alternative media tend to be non-commercial projects that advocate the interests of those excluded from the mainstream. Example: Netflix is a global company that is leading the market of subscription video on demand streaming services. It acts as an alternative programming output because of it’s distribution of programming by offering movies, previously aired shows and Netflix exclusive shows available at anytime.

Niche Niche media is products/ texts that are aimed at a specific audience that is not provided for in mainstream media. It produces content for an obvious demand of a small or non-existent market. Example: Anime is a niche market to the audiences outside of Japan. It’s a specific style of animation that is used in TV and film. Crunchyroll is the leading global video service for Japanese Anime and Manga. It offers a wide selection and it is the provider that does it the best. It supports the industry by purchasing the rights of it’s shows with the money gained from subscribers which goes back into the companies to make more.

Product Study

Quantitative Data Budget: Total: million Box Office Figures: North America: $333.2 million Outside America: $441 million Total (Worldwide): $773.3 million Home Market Figures (America): DVD: $45.2 million Blu-ray: $72.1 million Audience Data: Male: 56% Female 44% Over 25: 55% Family: 26% Graph of North America’s Box Office Figures (Aug 14 – Jan 15)

Qualitative Data Qualitative data of this movie can be sourced from critic and audience reviews on websites such as rottentomatoes, Metacritic and IMDb. This is classed as qualitative data as it is the personal opinion from each reviewer on why they did and/ or didn’t like the movie. Example: On rottentomatoes people submit their review with an overall ranking of either fresh (good) or rotten (bad), a percentage score out of 100 is then established from the number of good versus bad reviews. *Note: The review would be qualitative data but the percentage would be quantitative data.

Audience Profiling This film is aimed at those who enjoy superhero movies and who are fans of the Marvel comics and franchise. This audience is generalized to be males within the 13 – 35 age group. It is also aimed at those who follow the more notable actors in the film and those who enjoy the fantasy movie genre. This movie was created with the mainstream audience in mind and would draw mainly a western based audience on the back of the previous success of films in the Marvel franchise.