Before Filming - NRS Social Grade and Target Audience

NRS Social Grade and Target Audience

NRS Social Grades

The NRS Social Grades are a system of demographic classification used in the United Kingdom and the social grades are distinguished based on occupation.

Grade A - Upper Middle Class
Higher managerial, administrative or professional.

Grade B - Middle Class
Intermediate Managerial, administrative or professional.

Grade C1 - Lower Middle Class
Supervisory or clerical and junior managerial, administrative or professional

Grade C2 - Skilled Working Class
Skilled Manual Workers

Grade D - Working Class
Semi-skilled and unskilled manual workers

Grade E - Non-Working
State pensioners, casual and lowest grade workers, unemployed with state benefits only.

The audience of NRS Social Grade completely depends on the audiences consumption choices. But as our target audience is a teenage audience or young people, we will most likely be targeting Grade D to E audiences. Our target audience is mainly going to focus on young people, specifically teenagers, as we are aiming to convey modern day issues such as depression within young people.

Target Audience

Our target audience is generally quite specific. The demographic and overall audience is focusing on late teens to early adulthood (17 - 21) - this can be working or non-working, and is focused on all genders because we re trying to convey a message to audiences who are facing mental issues such as depression and suicidal contemplation, which is our psychographic audience. Our overall focus is to target people with mental issues.

The mass of our audience is completely various, however we are trying to target a set group of people - we would obviously be trying to target the majority within that demographic group. This would be considered a niche audience as we are targeting a very specific demographic audience of a small age range, but are also targeting a mass audience.

Theory

One theory we are aiming to apply is the Two-Step Flow Theory. This is where a certain product is published in the hopes of targeting a certain audience, but then through certain distribution methods, reaches a mass audience. Eventhough we are targeting a specific audience, its important that this also reaches a mass audience as its important that people know of these issues amongst young people.

This is why we have chosen to distribute using YouTube, as this compliments the theory rather fittingly.

Furthermore, we will be appealing to Uses and Gratification Theory - this will be through our narrative that will engage the audience, but also create personal identity, as it allows the audience to potentially relate to the characters and influence more meaning through our images.

Where will it be shown?

Nowadays with how we consume our media, especially amongst young people and teenagers, the internet and social media are one of the most common places for young people or teenagers to consume media, as its 'more in their time'. With this, the music video will simply be posted on YouTube as its easy to access and can be accessed by anyone. Furthermore, their aren't any restrictions that'll limit us from posting it on there and we can edit it freely as we wish.

YouTube is a widely used video service and unknowingly promotes the concept behind the Two-Step Flow Theory. This allows us to reach a wide audience and spread our message to more than just our demographic audience.