THE NOTION OF CONSTRUCTED AUDIENCES 

    TARGET AUDIENCE 

                  => is best defined as a specific group of people identified and aggregated from selected population segments who are intended users. The information generated from them helps  publishers and producers develop media messages that will attract this group help them recommend products that will potentially attractive and useful to this target audience. 

HOW AUDIENCES ARE CONSTRUCTED

SHAUN MOORES (1993) 

          =>asserts that the audience is hot a homogeneous category and that it is  best to see it in its plurality. 

RALWAY (1998)

           => thinks that the word "audience" has indeed evolved from face-to-face interaction in one shared physical space to include how consumers of electronic media and information. 

USUALLY THE ATTRIBUTES OF THE AUDIENCE CAN BE SUMMED UP BY GEARS :

*G-ender

*E-thnicity

*A-ge range 

*R-egion or nationality 

*S-ocio-economic group 

TRADITIONAL SEGMENTATION MODEL

SOCIAL              SOCIAL                     OCCUPA-

GRADE            STATISTICS                    TION

A          ---------- Upper middle  ------ Professio-

                                Class                nal w/ study 

                                                         base income

B         ----------- Middle class    -------  Adminis-

                                                              trative

C-1      ----------- Lower middle ---Supervirsory

                                Class

C-2      ----------- Skilled working ----Skilled ma-

                                Class               nual workers

D         ---------- Working Class ------- Unskilled 

                                                              workers

E         ----------  Poorest at the ------ Lowest gra-
                            poor                     de workers


THE CROSS CULTURAL CONSUMER CHARACTERIZATION (4's):

° THE ASPIRER
° THE MAINSTREAM
° THE STRUCTURE
° THE REFORMER
° THE EXPLORER
° THE SUCCEEDER
° THE RESIGNED
 

RONALD VINCENT ZERRUDO II

SHERRY ANN DALIGDIG