1. Audience

2. Who watches the news?
• Although TV news and BBC1 in particular remain
the most popular source of news, many young
people access the internet and social media for
news – though they may be accessing traditional
providers, like BBC or ITV, but using new
platforms
• Audiences are moving from passive (just
accepting TV news) to active (selecting news via
websites/new media) and even to creating and
contributing to news (audience gatekeepers,
citizen journalism and UGC)

3. • Audiences can be segmented – different
segments will watch different news
programmes
• Audience demographics – age, gender, class
etc can be used to define the target audience
• Audiences can be divided psychographically –
see Young and Rubicam’s 4Cs
• Blumler and Katz’ Uses and Gratifications
theory suggests the news fulfils the audience’s
four main needs

4. Young and Rubicam’s The 4Cs (Cross-
Cultural Consumer Characteristics)
• Audiences can be divided into seven types –
but some may have elements of more than
one – and may change during our lifespan

5. • Mainstreamers – focus on family, on the tried,
trusted and the safe – choose the most well-
known programmes
• Reformers – interested in social justice; often
reject current fashion and prefer to make their
own choices based on what’s ‘fair’ and ‘good.’
• Aspirers – wannabes – interested in the
superficial, celebrities, fashion and status
• Succeeders – professionals, responsible
members of society – like things to stay the
same

6. • Explorers – people who like to try new things –
likely to be early adopters of new technology
and seek out new ideas and new approaches
• Strugglers – people who find it difficult to
make ends meet – may live disorderly lives;
may be seen by others as victims or losers; may
rely on gambling/drink/drugs to change their
lifestyles – often seek escape from their
problems
• The Resigned – older people with old-
fashioned/traditional values – don’t like
change

7. Blumler and Katz’ Uses and Gratifications – can all be
satisfied through TV news
• Information and surveillance – people watch the news to
find out what’s happening
• Personal Identity – people choose to watch a particular
news programme because they are loyal to it and they see it
as part of their identity – they can see themselves as a BBC
or ITV person and watch out of loyalty to the channel, for
example
• Companionship – the news itself can provide companionship
but this also refers to people watching the news and
discussing it with other people – something which can now
be done online or using social networking sites which can be
provided by the news broadcaster
• Entertainment/diversion – people can watch the news to
escape their own problems and become immersed in other
people’s…