Learning objective: To study Nirvana, Music industry with consideration given to audience targeting.
- Key words: Targeting, Debates, Responses
To quote the BBC article - 20 Years of Nevermind; "The music is easily understandable - pop-rock with bite, grunge through critical categorisation but with enough melodic nous to stand tall. It speaks, even today, to the temporarily disaffected teen; but in a way that's inclusive, too, of anyone who just wishes to enjoy a great chorus, a cracking hook, and a mighty riff. Put simply, Nevermind nailed a formula".
http://www.bbc.co.uk/blogs/legacy/bbcmusic/2011/09/20_years_of_nevermind_why_nirv.html
Analysis of the Nevermind album cover.
- The money represents wealth, materialism, gambling and chances we take in life. The money is a dollar bill which makes the audience aware it is about American consumerism. The dollar is attached to a fishing hook like fishing bait this represents the consumer, chasing money.
- The open ocean represents freedom and the very blue water represents happiness and clarity. This could represent the happiness people feel when they have money and unknowingly are consumed by the music industry.
The 'Nevermind' album title graphics looks as though it too is underwater.
The letters are very uneven and not the same in size. The title looks as though it is swimming in the ocean.
The 'Nirvana' band title is very simple and stretched out.
The font looks very sophisticated and elegant, for example the 'R' is slightly looping giving it pride and elegance. We can gather from the title that Nirvana have a very clear political ideology on America and question if American consumerism has gone too far.
The black font used in both titles is code for simplicity and also sophistication.
How can audiences be categorised by different media industries?
Media industries categorise audiences in order to make them easier to target.
There are two main ways in which audiences are categorised by media industries:
Demographic profiling. This is the division of consumers into bands A to E according to, for example, their income, occupation, household size and maritial status.
A and B are the wealthiest members of society and are therefore assumed to have the most disposable income.
This information can be used to inform advertisers of the audience demographic.
Task 1: Discuss in pairs and take notes.
Why would media industries find demographic profiling useful?
Response to above:
Industries that need to sell advertising space, for example newspapers and magazines, find it essential to be able to give more specific information about their audience to advertisers.
Knowing the demographic profile of the audience allows the advertiser to target that audience effectively. A demographic profile gives relevant information about consumable income that will interest advertisers.
The advertising industry itself uses demographic profiling to ensure that they fulfil the needs of consumers who are the target audience for products and services.
Psychometric profiling. This defines the audience by their values, attitudes and lifestyle and is seen to be more relevant in relation to today's consumers. This method was developed by Young and Rubicam, an American advertising agency. Audiences were split into categories according to their motivational needs.
There are clear links with Maslow in this model. We only need to be concerned with four of the categories.
Task 2:
Answer the following question with consideration given to the following:
To what extent do your texts (Nirvana and Miley Cyrus) target a mainstream audience?
(Don't overlook the 'to what extent' part.)
Analysis of the Nevermind album cover.
In 1991 this album cover was unique as it showed a very bold message in the simplicity of the one image. Codes and conventions found in this album cover include:
- The baby is code for new life and a sense of freedom and innocence. The baby also represents simplicity and purity. The purity is also achieved as the baby is untouched, naked, it is a new born. It plays on the thought that the baby is free but not free from American consumerism.
- The open ocean represents freedom and the very blue water represents happiness and clarity. This could represent the happiness people feel when they have money and unknowingly are consumed by the music industry.
The 'Nevermind' album title graphics looks as though it too is underwater.
The letters are very uneven and not the same in size. The title looks as though it is swimming in the ocean.
The 'Nirvana' band title is very simple and stretched out.
The font looks very sophisticated and elegant, for example the 'R' is slightly looping giving it pride and elegance. We can gather from the title that Nirvana have a very clear political ideology on America and question if American consumerism has gone too far.
The black font used in both titles is code for simplicity and also sophistication.
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How can audiences be categorised by different media industries?
Media industries categorise audiences in order to make them easier to target.
There are two main ways in which audiences are categorised by media industries:
Demographic profiling. This is the division of consumers into bands A to E according to, for example, their income, occupation, household size and maritial status.
A and B are the wealthiest members of society and are therefore assumed to have the most disposable income.
This information can be used to inform advertisers of the audience demographic.
Task 1: Discuss in pairs and take notes.
Why would media industries find demographic profiling useful?
Response to above:
Industries that need to sell advertising space, for example newspapers and magazines, find it essential to be able to give more specific information about their audience to advertisers.
Knowing the demographic profile of the audience allows the advertiser to target that audience effectively. A demographic profile gives relevant information about consumable income that will interest advertisers.
The advertising industry itself uses demographic profiling to ensure that they fulfil the needs of consumers who are the target audience for products and services.
Psychometric profiling. This defines the audience by their values, attitudes and lifestyle and is seen to be more relevant in relation to today's consumers. This method was developed by Young and Rubicam, an American advertising agency. Audiences were split into categories according to their motivational needs.
There are clear links with Maslow in this model. We only need to be concerned with four of the categories.
- Mainstreamers - Seek security, tend to be domestic, conformist, conventional. Favour value for money, family brands. Nearly always the largest group. Make up 40% of the population. They like tried and trusted brands and like to think that they belong to a group. They like value for money and are less likely to take risks.
- Aspirers - Seek status, materialistic orientated to image and appearance, persona and fashion. Attractive packaging is more important than the contents. Typically younger people.
- Reformers - Seek enlightenment, freedom of restrictions and personal growth. Social awareness and independent judgement. Anti materialistic but aware of good taste. Has attended higher education and selects products for quality.
- Succeeders - Seek control, strong goals, confidence, work ethic. Supports stability. Brand choice based on self reward and quality. Typically higher management and professionals.
Task 2:
Answer the following question with consideration given to the following:
- Technical and audio codes.
- Language and mode of address.
- The positioning of the audience through camera shots and angles or through empathy with the artists.
Top tip:
Include an opening paragraph.
This will tell the examiner that you have understood the focus of the question. Targeting.
You can give an overview understanding of audience in a media context and say why texts need to target audiences. Let the examiner know that you understand what mainstream audience is.
Here is the question:
To what extent do your texts (Nirvana and Miley Cyrus) target a mainstream audience?
(Don't overlook the 'to what extent' part.)
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