Targeting — AQA GCSE Media Studies
Verified courseTeaching note checked against the official specification.
Targeting explained
Media organisations make assumptions about their target audiences based on demographics (age, gender, income) and psychographics (values, attitudes, lifestyles).
Read the full explanation
These assumptions shape the content, tone, and marketing of a product. For instance, a magazine publisher might assume that an audience of young, urban professionals values career advice and luxury fashion, leading them to feature high-end brands and success stories. While these assumptions help in tailoring products and marketing efficiently, they can also lead to stereotyping or alienating potential consumers if the audience's actual preferences differ from the organisation's expectations.
Your focus
- Identify the assumptions media organisations make about their target audiences' demographics and psychographics.
- Explain how producer assumptions shape the construction and marketing of media products.
- Evaluate the impact and potential limitations of relying on audience assumptions.
Targeting exam tips
Marking Points
- Identify the demographic and psychographic assumptions made by media producers about their audiences.
- Explain how these assumptions influence the content, design, and marketing of a media product.
- Analyse the potential risks of these assumptions, such as stereotyping or alienating segments of the audience.
- Evaluate how audience research and data analytics are used to refine and test these assumptions.
Examiner Tips
- 💡Look for visual or textual clues in a media product that reveal who the producers think is watching or reading.
- 💡Discuss how assumptions about gender, age, or class are encoded into the media text.
- 💡Use terms like 'demographics' and 'psychographics' accurately when explaining producer assumptions.
Common Mistakes
- Mistake: Believing that audiences always share the exact characteristics assumed by the producers. Correction: Acknowledge that audiences are diverse and may negotiate or reject the producer's assumptions.
- Mistake: Confusing demographics with psychographics. Correction: Remember that demographics refer to quantifiable traits like age and gender, while psychographics refer to attitudes, interests, and lifestyles.
- Mistake: Overlooking the commercial reasons for making assumptions. Correction: Explain that assumptions are made to minimise financial risk and maximise the efficiency of marketing campaigns.