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Social value groups

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Layla Dunthorne
Layla Dunthorne

The document discusses different social value groups in the UK and analyzes which group best represents the target audience of indie/hipster teenagers. It determines that the target audience would be considered "Self Actualisers" as they are creative, focused on relationships, and enthusiastic about exploring change in a non-prescriptive way.

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What type of person is our audience? I plan to look into Social Value groups within the UK to see which represents the social groups that exist today. I plan to research and find which group/ groups are audience fits into best.
Self Actualisers Focused on people and relationships, individualistic and creative, enthusiastically exploring change, 'in a framework of non- prescriptive consideration for others' Yes, our audience would be Self actualisers, because they would be creative and enthusiastic, as most Hipster/ Indie teenagers are artistic and are focused around friendships and relationships.
Innovators Self- confident risk-takers, seeking new and different things, settling their own targets to achieve This could kind of fit with our audience, most teenagers do take risks and are in control of their own life and how it works, however, I think this isn't truly suitable as it seems to fit better with an older generation as teens still have parents, and are in education and I find teenagers most of the time would lack confidence.
Esteem Seekers Acquisitive and materialistic, aspiring to what they see are symbols of success, including things and experiences. This fits in with our audience as they aspire to be different from the crowds, they want to try new things and they would want to gain as much experience with new things as they can.
Strivers Attaching importance to image and status, as a means of enabling acceptance by their peer group, at the same time holding onto traditional values. I do not find that this one fits as much as other because our audience wants individuality, they are not looking to be accepted as they want to be different. However at the same time they aspire to look like other indie kids so maybe they are strivers in the sense that they look at others as their role models to create their individuality.
Contented conformers Wanting to be 'normal', so follow the herd, accepting of their circumstances, they are contented and comfortable in the security of their own making This does not fit in with our audience's social group, because they do not want to be the norm, and they try new risks so they are not following others to be comfortable and safe, they want to try more adventurous things and ways to live.
Traditionalists Averse to risk, guided by traditional behaviours and values, quiet and reserved, hanging back and blending in with the crowd. Once again this does not fit, Indie people do not want to blend with the crowd in fact they want the opposite, they want to stand out and be heard. They are not quiet or reserved as they want to be noticed in being different.

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Social value groups

  • 1. What type of person is our audience? I plan to look into Social Value groups within the UK to see which represents the social groups that exist today. I plan to research and find which group/ groups are audience fits into best.
  • 2. Self Actualisers Focused on people and relationships, individualistic and creative, enthusiastically exploring change, 'in a framework of non- prescriptive consideration for others' Yes, our audience would be Self actualisers, because they would be creative and enthusiastic, as most Hipster/ Indie teenagers are artistic and are focused around friendships and relationships.
  • 3. Innovators Self- confident risk-takers, seeking new and different things, settling their own targets to achieve This could kind of fit with our audience, most teenagers do take risks and are in control of their own life and how it works, however, I think this isn't truly suitable as it seems to fit better with an older generation as teens still have parents, and are in education and I find teenagers most of the time would lack confidence.
  • 4. Esteem Seekers Acquisitive and materialistic, aspiring to what they see are symbols of success, including things and experiences. This fits in with our audience as they aspire to be different from the crowds, they want to try new things and they would want to gain as much experience with new things as they can.
  • 5. Strivers Attaching importance to image and status, as a means of enabling acceptance by their peer group, at the same time holding onto traditional values. I do not find that this one fits as much as other because our audience wants individuality, they are not looking to be accepted as they want to be different. However at the same time they aspire to look like other indie kids so maybe they are strivers in the sense that they look at others as their role models to create their individuality.
  • 6. Contented conformers Wanting to be 'normal', so follow the herd, accepting of their circumstances, they are contented and comfortable in the security of their own making This does not fit in with our audience's social group, because they do not want to be the norm, and they try new risks so they are not following others to be comfortable and safe, they want to try more adventurous things and ways to live.
  • 7. Traditionalists Averse to risk, guided by traditional behaviours and values, quiet and reserved, hanging back and blending in with the crowd. Once again this does not fit, Indie people do not want to blend with the crowd in fact they want the opposite, they want to stand out and be heard. They are not quiet or reserved as they want to be noticed in being different.