Social / Cultural Group VS Media Preferable
Identify the social / cultural group or what we so called "Target Audience" is one of the emphasis step in every aspects of research. Without the research on social or cultural group, there will be a mess on the outcome which does not suit anyone. In the social sciences a social group has been defined as two or more humans who interact with one another, share similar characteristics and collectively have a sense of unity. An cultural group or ethnic group is a group of people whose members are identified through a common trait. This can, but does not have to, include an idea of common heritage, a common culture, a shared language or dialect. Basically, the social and cultural group can be divide according to the ages, genders, occupation, education level, race, religion and etc. But the common social groups that we can perceived are teenagers, white collar workers, blue collar workers and middle-aged.
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| Teenagers. Ref : http://www.nytix.com/ThingsToDo/new/teenagers.html on 4th November 2012. |
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| Apple products. Ref : http://globalgoodgroup.com/blog/2012/05/09/are-apple-products-the-best/ on 4th November 2012. |
First, teenagers are often refer to young person whose age is between thirteen and nineteen (13-19). They are basically secondary school or university/college students. Teenagers often spend lot of their time on the internet and especially on the social network like Facebook, Twitter, LinkedIn, Pinterest and even YouTube and Blogger. They are more prefer to have and share whatever information online compare to printed. This aged group are the generation Y which involved all the digital and electronic media. The teenagers nowadays are fully conquer by Apple products, smartphone, tablets and etc which allow them to have the internet anytime in everywhere.
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| White collar workers. Ref : http://www.health.com/health/gallery/0,,20590300,00.html on 4th November 2012. |
Furthermore, the white collar workers are refers to a person who performs professional, managerial, or administrative work. The people in this social group have less time to meet with other media except from those which are related to their respective work. White collar workers usually having their working time start from 9am to 6pm or even later. This group of people often using the online facilities also but it is less than teenagers. They having their smartphone, laptop, tablets everywhere also but the usage of the internet is more specific and fixed. White collar workers are less interest in testing or trying new things if compared to teenagers. The printed media, written media, outdoor media and broadcast media are used by them more frequently. White collar workers usually spend their time in office or on the road. There are bigger chance for them to see billboard and advertisement by roadside, and listen to the radio in car when travel from work to home and vice versa.
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| Blue collar workers. Ref : http://www.nytimes.com/2008/04/20/weekinreview/20uchitelle.html on 4th November 2012. |
Blue collar workers are those whose job requires manual labor. They are less in contact with digital media due to the lower education level they have. Blue collar workers are less bringing their smartphone, tablets by their side since their work does not suitable for them to do so. They are less in using the social network media also. Blue collar workers are more preferable with printed media and written media which they can get to know it easily and will not have to worry about how to operate it. They know how to operate the machine for their work but not so on the electronic media devices.
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| Middle-aged. Ref : http://www.bellenews.com/2012/09/18/health/middle-age-starts-at-55-years/ on 4th November 2012. |
Last but not least, the middle-aged group. Middle age is the period of age beyond young adulthood but before the onset of old age. Various attempts have been made to define this age, which is around the third quarter of the average life span of human beings. This group of people are usually in the aged of 40-60 which may not so interest in the advance electronic device in the market nowadays. They are more prefer the traditional old media like newspaper, television, flyers and etc which is mostly printed media and written media.
Ref :
Definition of Cultural Group : http://en.wikipedia.org/wiki/Cultural_group
Definition of Social Group : http://en.wikipedia.org/wiki/Social_group
Definition of Middle-aged : http://en.wikipedia.org/wiki/Middle_age
on 3rd November 2012
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