Demographics

A	Higher management, bankers, lawyers, doctors and other professions
B	Middle management, teachers, creative and media people e.g. graphic designers etc.
C1	Office supervisors, junior managers, nurses, specialist clerical staff - white collar
C2	Skilled manual workers, plumbers, builders - blue collar
D	Semi-skilled and unskilled manual workers
E	Unemployed, students, pensioners, casual workers

Social Demographics are all about the statistical data of population and how these groups of people are categorised, especially those showing average age, income, education etc.

Demographics are common and traditional methods of research to gain understanding of their target audience or to help them produce a target audience. This defines the adult population largely by the work that they do. Which are broken down in to the six categories in the table above. As you can see the considered higher social class or better jobs are at the top of the hierarchy based table and they get lower as you go down the table.

As you can see the 'A' category consists of higher management staff, bankers, lawyers, doctors and other professions. You can probably interpret that these people are predominantly upper class people that possibly don't relate to the music video i am going to produce. People in the 'A' category would stereotypically listen to classical or music produced by older people, due to the formality of this category I think they wouldn't be able to relate and accept the ideologies and messages being portrayed by 'Muse - uprising'. Due to the ideologies mainly being negative messages about the government, higher class people generally agree with the government as upper class people usually benefit from the choices made by the government. Stereotypically you think that higher class people listen to classical music that doesn't really have any specific ideologies behind them.

People in the 'B' class consist of middle management staff, teachers, creative and media people e.g. graphic designers, artists etc. These are generally middle class people that may have a negotiated view about my product as music is a creative art and this may relate to the creative and media people - also the creative and media people will be able to relate to the ideologies and messages as they will be able to see the messages behind the song and analyse and deconstruct it like any media student would. However the middle management and teachers will also have a negotiated view as they can see the messages that are predominantly negative views about the government but can possibly accept or slightly reject the ideologies as they are on the fence in terms of how they individually understand the meanings behind the song. This class consisting of management staff, creative and media people you'd expect them to listen to pop and mainstream music, due to their negotiated view on my music video that has ideologies against the government. However pop music hasn't really got much meaning or beliefs behind them and making it a more broad category.

C1 and C2 classed people include of office supervisors, junior managers, nurses, specialist clerical staff, skilled manual workers, plumbers and builders. This category will mainly be built up of younger people which will will have a more dominant view than the 'B' class however it will still be a negotiated view on how they understand the messages and ideologies of my product. For example these type of people will not feel the effects of the government as much as people from the 'E' class because of their social status and ideologies of the government and how decisions made by the government has effected them will effect the way in which they see things. Younger people are still naive and if they don't know how to spot these messages and beliefs they will simply just see and hear a song and a music video without no thought to it, however the older audience will be able to realise what is behind the song therefore balancing it out. Stereotypically the type of music that this category would listen to is alternative/ indie, because this genre is all about being able to think and sing what you want.

Finally at the bottom two categories of the table are categories D and E - which include semi and unskilled manual workers, unemployed, casual workers, students and pensioners. This category will be mainly be built up of the younger generation, who will majorly have a dominant view on how they see, understand and accept media texts. For example students have to pay university fees that keep going up; which aren’t always affordable for people which link in the lower class people as well. The messages and ideologies are very similar in relation to the government, greed and tyranny, this forces majority of students to go in debt from a young age for education. It is possibly decisions like the increase of university fees and other choices similar to them which creates the binary opposition and tension between the top and bottom half of the demographic table. A music genre that would suit this category would be rock, because it is all about the meanings behind the song and the ideologies are usually beneficial and a true reflection of what the world and society are like. It also has the ideologies of liberty, freedom and power, which would help the people in these categories gain them attitudes and ideologies. 

The understanding of demographics are highly significant in relation to who you want to target your product to and how the audience will understand and accept it. I will have to understand demographics fully, which will have drawbacks such as the ideologies and content will make the target audience less accessible. For example the governments decisions, which are highly criticised in the ideologies and background of the song, stereotypically the current government's decisions benefit the higher class people in the top bands of the demographic table, meaning that they would have a oppositional reading of this text,  therefore rejecting the ideologies and not conforming to the reading. However if I target an audience lower down in the table, it will mean that they will have a more negotiated if not dominant view of my product, which will result in a target audience that will consume my product and conform to it or some sense if not fully understand the ideologies that are being put across. The choices made to go with this song will narrow the target audience down to the bottom half of the band, however creative and media specific enthusiasts will also want to consume my product due to it being a new and fresh music video, which will hopefully result in more consumers. It will be marketed to the audience using various different ways including a promo CD and video, multimedia adverts on social media such as facebook, twitter etc. due to the increase of social media users, adverts on youtube and TV hopefully - the more ways the better, as it wants to be spread widely to gain as many fans and consumers as possible. 

The genre of my product is rock music and the rise of rock music is suddenly increasing and coming a more dominant genre although the charts is dominated by pop music. Rock/ alternative music is mainly sold in music specified shops such as HMV and Rough Trade, due to the fact that these types of music distributors are open to a wider range of music. However supermarkets such as 'ASDA' and 'Sainsburys' mainly sell pop and mainstream music and mostly with music for the older generation from many decades ago. I think the artist who sings the song i'm producing a video for appeals to the audience in a positive and affirmative manner. Due to the fact the main singer Matt Bellamy is a fairly secure and private person who doesn't attract a high amount of media. This shows that the ideologies of 'sex, drugs and rock n roll' has kind of expired over time and he is all about music with strong beliefs which can be portrayed and passed on to the consumers. Consumers will be able to view this product on a multimedia scale - for example, you will be able to see it on a mobile device, iPod and and tablets, laptops etc. which widens the range of consumers due to the amount of platforms this product can be consumed. The media portray rock artists very differently to mainstream  and pop artists, to emphasise this binary opposition and the contrast in how the genres are different and the impact on lifestyles. For example you see Kanye West looking very conservative and secure about himself. On the other hand you see the Eagles of Death Metal doing what they do and performing music despite what they look like in the media.