On their website Bauer state that:
We are guided by regular research and analysis of our markets and target groups, which allows us to understand our readers, users, listeners, and advertisers and know exactly how to engage, inform and entertain.
The target audience for your film magazine and website are a primarily 16–25-year-old middle and upmarket media literate audience.
What is a media literate audience?
The core concept of media literacy is intelligent engagement, as both a user and a creator, with media and technology.
A media literate person can decode, evaluate, analyze, and produce both print and electronic media.
Media literate audiences think critically, become smarter consumers of products and information, recognize perspectives, identify the role media plays in our culture, and understand the intent of the content created by producers.
If you are media literate you would respond to a media text in an active way, engaging with and considering messages that are communicated rather than just accepting them.
What would the profile of a typical member of my target audience look like?
Your reader is likely to be a 16-25 year old from a middle to upmarket social background. They are media literate. For the purposes of this profile your target reader will be referred to as Sam and non-gender specific pronouns (they/them) have been used.
Read through the profile of Sam below.
Target Audience Profile
Sam may be in the Sixth Form studying A Levels and preparations for university. If Sam is already at university they are likely to be studying at a Russell Group university and following a course that is recognised as being traditionally academic. If Sam is employed they may be at the start of their career and, therefore, not at the height of their earning potential yet.
Sam’s family background will have added significant cultural capital to their experiences. Sam will have been brought up in a household where there has been a clear focus on the importance of education and the opportunities that this can bring. Sam will have experienced holidays both in this country and abroad and their knowledge of other cultures will have been enhanced by this.
Sam is knowledgeable about current affairs but doesn’t access news via traditional channels such as newspapers or television. Sam would not dream of reading the red top or middle-market tabloids. If Sam had to, they may flick through The Guardian or i.
To keep updated on what is happening in the world Sam, like most others of their age, relies more heavily on their social media feeds. Social media is important to Sam but it doesn’t dominate their life. They are more likely to use Instagram and Tik Tok than Facebook and will be as interested in consuming as they are in producing content. Sam likes to be seen as slightly different to the average 16-25 year old and has an active interest in learning about the world around them. Sam is interested in reality television programmes such as Love Island but is likely to see it as escapist fun rather than a guide to how they should live their life.
Sam will make use of online sources such as Huffington Post, a site that features content from more than 100,000 bloggers (from politicians, students and celebrities to academics, parents and policy experts) who contribute in real-time on the subjects they are passionate about.
Sam is interested in all aspects of culture. They are interested in reading and are likely to always have at least one book by their bedside. Sam is more likely to read fiction than non-fiction and is able to hold a conversation regarding what they like and dislike in a narrative. Sam will enjoy music but doesn’t follow the crowd. Sam is interested in new music and takes pleasure in listening to artists that their friends may not have heard of yet. Sam is likely to be interested in attending festivals alongside friends.
Sam will take an active interest in film and is just as likely to stream content as visit the cinema. Sam enjoys watching Hollywood blockbusters but is just as likely to seek out the latest independent film. Sam is interested in all aspects of film-making and not just the end product and, because of this, is more likely to read film magazines such as Sight and Sound, Little White Lies and Film Stories than more mainstream magazines such as Empire and Total Film.
Sam has some disposable income but is still conscious of the need to save. Fashion is important but they are not a sheep who follows the same trends as everyone else. Sam will be seen by their friends as a trend setter and not a follower of fashion.
Sam is interested in issues that affect young people of the same age. These would include climate concerns and the impact of human beings on the environment.
NEA Task 7
Create a post for your blog with the following title:
NEA Task 7 : My Target Audience
In this post you should provide answers to the following questions:
- Why is target audience important to Bauer?
- What is a media literate audience?
