AQA GCSE Media Studies Student Book

91 Generation Z Born in the 21st century, Generation Z are hyper-aware of digital technology and the dangers as well as the opportunities of social media. They are switched on to pop culture and global travel. This generation is growing up in a world marked by global terrorism and recession. They are likely to be realistic rather than idealistic but are more accepting of individual differences and minority rights than previous generations. Social class Social class is particularly difficult to deal with as there is so much debate and disagreement about how to assign people to different classes. The government’s Office for National Statistics (ONS) uses the National Statistics Socio-Economic Classification (NS-SEC): 1 Higher managerial, administrative and professional occupations. 2 Lower managerial, administrative and professional occupations. 3 Intermediate occupations. 4 Small employers and own account workers. 5 Lower supervisory and technical occupations. 6 Semi-routine occupations. 7 Routine occupations. 8 Never worked and long-term unemployed. However, media advertisers tend to use a simpler classification system when targeting people from different social classes. This is the version used by the National Readership Survey (NRS), the company that carries out audience research for the print and digital advertising industries in Britain. % of population (PAMCO Jan.–Dec. 2017) A Higher managerial, administrative and professional 5 B Intermediate managerial, administrative and professional 23 C1 Supervisory, clerical and junior managerial, administrative and professional 23 C2 Skilled manual workers 20 D Semi-skilled and unskilled manual workers 15 E State pensioners, casual and lowest grade workers, unemployed with state benefits only 9 Source: National Readership Survey, 2018 To see how a media industry makes use of data based on demographic variables such as these, visit Condé Nast’s website which includes the media pack for Tatler magazine: http://digital-assets.condenast.co.uk.s3.amazonaws . com/static/mediapack/ta_media_pack_latest.pdf. A classic 1960s TV sketch representing the British class system (first broadcast on The Frost Report ). Media pack Contains information for potential advertisers. Key term 3 Media Audiences