Audience Profiling

PART THIRTY THREE

THE JICNARS SCALE

Joint Industry Committee for National Readership Surveys.Media producers use this scale in order to help identify and target a specific demographic audience. Institutions and academics find it useful in order to make out detailed accounts of how audiences are constructed. It is used regularly to find ways of segmenting the audience. Segmentation can be demographical andpsychological. Demographic segmentation is when the audience is defined by social circumstances such as gender, race, class, and sexuality. The most common way of segmenting demographically is the through using the JICNARS scale:

A - higher management

B - middle management

C1 - supervisory

C2 - skilled manual

D - semi/unskilled manual

E - subsistence income/unemployed



Through using this scale, I can suggest that the target audience for the band in our music video would be approximately between the ages of 15 and 25. Both girls and boys.

The genre of music they would listen to would probably be anything with regards to alternative music. So, Indie-rock, Indie-pop, Singer/songwriter, acoustic, punk or Alternative. 

Due to the fact that a typical person starts working in a job by the time they are 18, my target audience would be in the bracket of D or E in the JICNARS scale. As, even if they are getting jobs, that early on it is likely that their jobs will be low paying, part-time ones. In other words, 'semi/unskilled manual'. If they are still unemployed by that time, which most teenagers/early 20 year olds are, their parents may still be giving them money, meaning they would have a 'subsistence income'.

VALS 

Various attitudes, Values, beliefs and lifestyle choices are placed in categories in order to predict the audience's consumption.

Psychographic segmentation combines the lifestyle of the audience with their attitudes, values, beliefs and their personalities.

It is different from the JICNARS scale as it focuses on the individual person's music taste rather than defining them by their income.

TEENAGE VALS: 
TRENDIES - they crave attention of their peers.
PURITANS - wish to feel virtuous.
INNOVATORS - wish to make their mark.
REBELS - who wish to remake the world in their own image.
GROUPIES - who want to be accepted.
DRIFTERS - who are not sure what they want.
DROP-OUTS - who shun commitment of any kind.
TRADITIONALISTS - want things to stay as they are.
UTOPIANS - who want the world to be a better place.
CYNICS - who have to have something to complain about.
COWBOYS - who want easy money.

I think that our teenage audience would be made up of:

Rebels, 

Drop-outs,









Cynics








Trendies.









I feel as if, being an indie band, the kind of people that would want to listen to it would be Rebels because it's a very different and specific genre. 

The song is fairly unknown which is moody and the song lyrics suggest that cynics would listen to it. 

Many people who listen to 'indie' music also take on a well known style 'hipster'. Many of these so called 'hipsters' have a reputation for craving attention, hence the trendies. 

Drop outs would be sitting at home and not caring about anything. I get the impression the 'drop outs' wouldn't be the type of people to attend a Taylor Swift or One Direction concert, they would be in to lazy alternative music like Oberhofer, our artist.

For the adults VALS chart, I would place our target audience as;

Experiencers,
Believers.

As young adults, they will be up on all the latest fashions because not only do they have the money to do so but they also have the freedom of still being slightly youthful, they want to EXPERIENCE everything while they still can. The believers 'have strong me-too fashion attitudes' and they 'rely on spirituality and faith to provide inspiration' which fits the alternative yet spiritual and thoughtful side to our target audience.