Mil Presentation

4 PICS
1 WORD
RECAP
CONSTRUCTEDNESS
What is Constructedness?
Constructedness refers to the idea that

something is not natural or inherent, but
rather created through human processes
CONSTRUCTE
D such as culture, society, or language.
CONSTRUCTEDNESS
IDEA TRANSORM MATERIAL

REALITY
TO UNITE NOTES LANGUAGE

CONSTRUCTEDNESS
How can we tell if something is

constructed?
In order to determine if something is

constructed, we can look for evidence of
LANGUAGE
human intervention or influence.
CONSTRUCTEDNESS
Human Intervention & Influence.
LANGUAGE
Are both present in “ Language “
CONTINUATION
FLOW OF THE REPORT
LESSON 3:  Recall what is constructedness

THE NOTION OF  How are audiences constructed?
CONSTRUCTED  Audiences as defined by differences
AUDIENCES
 Creating content for target audiences
 What is audience research all about?

 Methods of audience research.
 Examples of an audience research.
AUDIENCE RESEARCH
 How is audience research related to
the notion of constructed audiences
 How is it related to market research
LESSON 4:
LESSON 3:
THE NOTION OF
CONSTRUCTED AUDIENCES
LESSON 3: THE NOTION OF CONSTRUCTED
AUDIENCES
Are the assembled

spectators or listeners at
a public event, such as a
play, movie, concert, or
meeting.
AUDIENCE
AUDIENCES
target audience are a

group of people who are
most likely to be
interested in a particular
type of content.
TARGET
AUDIENCE
AUDIENC
E & AUDIENCES
TA R G ET
AUDIENC
E “The audience for a
IDEA television series does not
AUDIENCE
exist per se, but the creators
•
(People Interested in
Action Movies) •
Father
Uncle and producers build in their
•
•
Grandfather
Kids minds what kind of people
will watch the television
series.”
COCO MARTIN ACTION MOVIE
Creator / Producer “Batang Quiapo”
AUDIENCES
AUDIENCES AS
DEFINED BY
DIFFERENCES
AUDIENCES
Demographics refers to
the quantitative characteristics
of an audience, such as age,
gender, ethnicity, region /
nationality, and socio-
economic groups.
AUDIENCE
DEMOGRAPHICS
AUDIENCES
Psychographics is a
qualitative information about
an audience's interests, values,
personality traits, opinions, and
lifestyle choices.
PSYCHOGRAPHICS
AUDIENCES
HOW ARE AUDIENCES

CONSTRUCTED?
AUDIENCES
HOW ARE AUDIENCES CONSTRUCTED?
DEMOGRAPHIC PSYCHOGRAPIC SOCIAL MEDIA
DATA DATA
• Gender • Attitudes • Social Interactions

• Ethnicity • Personality Types • Interests
• Age Range • Opinion • Favorite Contents
• Region / Nationality • Motivation • Trend
• Socio Economic Group
AUDIENCES
H O W A RE A U D I EN CES CO N ST RU CT ED ?
DEMOGRAPHIC DATA
G.E.A.R.S
Gender Region / Nat.
Ethnicity Economic Status
Age Range
AUDIENCES
PSHYCOGRAPHIC DATA
A.P.O.M
Attitude Motivations
Personality Types
Opinions
AUDIENCES
SOCIAL MEDIA
P.I.T.I
Interests Preferences
Interactions
Trend
AUDIENCES
TRADITIONAL
SEGMENTATION
MODEL
AUDIENCES
A Traditional
Segmentation Model is
used to identify groups
of consumers who are
likely to be interested
TRADITIONAL in a particular type of
SEGMENTATION media.
MODEL
AUDIENCES
TRADITIONAL SEGMENTATION MODEL
Social Grade Social Status Occupation
A Upper Middle Class Highly Managerial, Allied with huge firms,

Professionals with a steady based of income
B Middle Class Middle Management, Administrative or
Professional
C-1 Lower Middle Class Supervisory or clerical, Junior Managerial,
Administrative or Professional.
C-2 Skilled Working Class Skilled Manual Workers.
D Working Class Semi & Unskilled Workers.
E Poorest of the Poor Lowest Grade Workers, Unemployed.

AUDIENCES
CROSS CULTURAL
CONSUMER
CHARACTERIZATION
MODEL
AUDIENCES
This model categorizes
the audience into seven
types based on their core
motivations, guiding media
product appeal and
CROSS CULTURAL audience characteristics.
CONSUMER
CHARACTERIZATION
MODEL
AUDIENCES
CRO SS CU LTU RA L CO N S U M E R C H A R A CT ER I ZAT I O N M O D E L
7 TYPES
The Aspirer The Resigned
The Reformer The Struggler
The Explorer The Mainstream
The Succeeder
AUDIENCES
THE ASPIRER
• focuses on individuals who aspire to attain a certain

socio-economic status in their community.
• places a high value on the acquisition and display of

material possessions, as they see it as a means to gain
social status and prestige.
AUDIENCES
THE
REFORMER
• a group of consumers in the cross-cultural consumer

characterization model who value structure, consistency,
and efficiency.
• cautious and conservative in their consumption habits,

preferring to purchase products that they know will
provide the desired results without any surprises or
unexpected developments.
AUDIENCES
THE EXPLORER
• Individuals who are open-minded, adventurous, and

seek new experiences.
• willing to take risks and are motivated by discovering

new things, whether it be through trying out new
products or visiting unfamiliar destinations.
AUDIENCES
THE SUCCEEDER
• Consumers who are highly motivated by achievement,

status, and success.
• Ambitious, assertive, and competitive individuals with a

strong desire to excel in their personal and professional
lives.
AUDIENCES
THE RESIGNED
• Individuals who have little to no interest in participating

in changing their current social or economic status.
• These consumers often lack education, skills, or

resources required to improve their situation, and have
accepted their circumstances as inevitable.
AUDIENCES
THE STRUGGLER
• Type of consumer who faces significant challenges in

achieving their desired level of consumption.
• Strugglers are often characterized by low incomes and

limited education levels, which can make it difficult for
them to afford or understand the products and services
available in the marketplace.
AUDIENCES
THE MAINSTREAM
• refers to the group of people who belong to the

dominant culture or society within a particular region.
• They represent the largest segment of consumers or

purchasers and exhibit certain preferences, habits, and
values that reflect their cultural norms.
AUDIENCES
CREATING CONTENT
FOR TARGET
AUDIENCES
AUDIENCES
“When creating content

for a target audience, it is
important to understand
their needs, interests, and
CREATING preferences.”
CONTENT FOR
TARGET
AUDIENCES
AUDIENCES
C RE ATI N G CO N T EN T FO R TA RG E T A U D I EN C ES
EXAMPLE:
“A company that sells baby

COMPANY BABY PRODUCTS
products might create content that
is targeted to parents of young
children. This content could
include articles about parenting,
product reviews, or even just
funny videos of babies.”
ADVERTISEMENT PARENT
AUDIENCES
Risk Management
refers to the process of
identifying, evaluating and
mitigating potential risks
that could affect a media
company's operations,
RISK reputation and financial
MANAGEMENT standing.
AUDIENCES
C RE ATI N G CO N T EN T FO R TA RG E T A U D I EN C ES
RISK
MANAGEMENT
• This can include risks related to legal compliance,

cybersecurity threats, business continuity planning,
brand image protection and crisis management.
• A robust risk management framework is critical for

maintaining trust with audiences and ensuring long-term
success in an increasingly complex media landscape.
LESSON 4:
AUDIENCE RESEARCH
LESSON 4: AUDIENCE RESEARCH
WHAT IS AUDIENCE
RESEARCH?
Audience research
is the process of gathering
information about the
people who are likely to be
interested in a particular
AUDIENCE piece of media.
RESEARCH
W H AT I S A U D I EN CE RE S EA R CH ?
AUDIENCE RESEARCH
• Audience research involves collecting data

on the demographic and psychographic
characteristics of a particular market
segment.
WHAT IS MARKET
RESEARCH?
Market research focuses

on understanding markets,
consumer habits, and
consumption preferences
to enhance revenue
MARKET generation and overcome
growth limitations.
RESEARCH
W H AT I S M A RK E T RES E A RC H ?
MARKET RESEARCH
• One example of market research is a survey

conducted by a company to gather
information about customer preferences
and behaviors.
WHAT IS SOCIAL
RESEARCH?
Social research
refers to the systematic
investigation of social
phenomena related to
media and communication.
SOCIAL
RESEARCH
W H AT I S S O C I A L R ES EA R CH ?
SOCIAL RESEARCH
• Social research explores social phenomena like cultural trends,

human behavior, attitudes, and perceptions of various
communities or groups. It examines data from multiple sources
such as surveys, focus groups, interviews, case studies to
provide deeper insights into human interactions with the
community or media outlets.
• An example of a social research project might be to investigate

the impact of unemployment on mental health.
QUALITIES OF RESEARCH SHOULD
HAVE
Systematic Empirical
Logical Replicable
Q U A L I T I E S O F R ES E A RC H S H O U L D
H AV E
SYSTEMATIC
• Systematic
Systematic refers to the approach of conducting
research in a step-by-step manner while following a
sequential procedure and using an organized framework
of inquiry.
H AV E
LOGICAL
• Systematic
Logical refers to the way all data is analyzed and
presented by applying reasoning and combining
evidence, making it easy for others to follow each stage
as they have been formulated objectively.
H AV E
EMPIRICAL
• Systematic
Empirical means utilizing objective measurements or
direct experiences that can be observed directly and
accurately, thereby eliminating any personal biases or
malpractices.
H AV E
REPLICABLE
• Systematic
Replicable is characterized by producing consistent
results when tested through the same method in
different circumstances, ensuring consistent
measurements and conclusions are made.
METHODS OF
AUDIENCE RESEARCH
Surveys employ
questionnaires or
interviews to gather
information from a large
population sample.
SURVEY
Observations involve
systematic examination of
specific behaviors or
events in real-life settings.
OBSERVATION
(FGD) Focused
Group Discussions involve
small groups of people who
share similar characteristics or
experiences discussing a
particular topic under the
FOCUSED GROUP guidance of a moderator.
DISCUSSION
(FGD) Focused
Group Discussions involve
small groups of people who
share similar characteristics or
experiences discussing a
particular topic under the
FOCUSED GROUP guidance of a moderator.
DISCUSSION
recap
ANSWER
• In your own opinion, describe
what is Audience?
• In your own opinion, what

have you learned?
THANK YOU

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4 PICS

Constructedness refers to the idea that

IDEA TRANSORM MATERIAL

TO UNITE NOTES LANGUAGE

How can we tell if something is

In order to determine if something is

Human Intervention & Influence.

LESSON 3:  Recall what is constructedness

 What is audience research all about?

Are the assembled

target audience are a

HOW ARE AUDIENCES

• Gender • Attitudes • Social Interactions

Ethnicity Economic Status

Social Grade Social Status Occupation

A Upper Middle Class Highly Managerial, Allied with huge firms,

E Poorest of the Poor Lowest Grade Workers, Unemployed.

The Aspirer The Resigned

The Reformer The Struggler

The Explorer The Mainstream

• focuses on individuals who aspire to attain a certain

• places a high value on the acquisition and display of

• a group of consumers in the cross-cultural consumer

• cautious and conservative in their consumption habits,

• Individuals who are open-minded, adventurous, and

• willing to take risks and are motivated by discovering

• Consumers who are highly motivated by achievement,

• Ambitious, assertive, and competitive individuals with a

• Individuals who have little to no interest in participating

• These consumers often lack education, skills, or

• Type of consumer who faces significant challenges in

• Strugglers are often characterized by low incomes and

• refers to the group of people who belong to the

• They represent the largest segment of consumers or

“When creating content

“A company that sells baby

• This can include risks related to legal compliance,

• A robust risk management framework is critical for

• Audience research involves collecting data

Market research focuses

• One example of market research is a survey

• Social research explores social phenomena like cultural trends,

• An example of a social research project might be to investigate

• In your own opinion, what

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