Media Framework

Demographic Profiling:
A - Higher management, Bankers, Lawyers, Doctors etc.
B - Middle Management, Teachers, Creative and media people.
C1 - Office Supervisors, Junior Managers, Nurses, Specialist staff, White collar jobs.
C2 - Skilled manual worker, Plumbers, Builders, Blue collar jobs.
D - Semi skilled and unskilled manual workers.
E - Unemployed, Students, Pensionars, Casual Workers.

Psychographic Profiling:
Aspirers - Care about image, materialistic, typically younger people.
Succedor - Seek control, strong goals, confidence, higher management.
Resigned - Seek survival, Rigid, Interested in past and tradition, Typically older.
Explorers - Energy, Individualism, Typically younger.
Strugglers - Seeks escape, Buys alcohol and junk food, typically lower demographic.
Reforms - seeks enlightenment, freedom of restriction and personal growth.

Audience response:
- cultural experience
- Historical competence
- Situated culture
- gender
- Ethnicity
- Age

Stuart Hall: Reception Theory

• The idea that communication is a process involving encoding by producers and decoding by audiences.
• The idea that there are three hypothetical positions from which messages and meanings may be decoded.

      - the dominant hegemonic position: the encoders intended meaning (the prefered reading) is fully understood and accepted.
      - The negotiated position: the legitimacy of the encoders message is acknowledged in general terms, although the message is adapted or negotiated to better fit the decoders own individual experiences or context.
      - The oppositional position: The encoders message is understood but the decoder disagrees with it, reading it in a contrary or oppositional way.