Communications and Media

Technology can be used to segment audiences in a number of ways and is commonly employed in today s mass media. This is mainly accomplished through the process of familiarisation by utilising demographic portrayals in the media. For instance, matching products with masculine or feminine imagery helps advertising achieve the goal of familiarising people with their product on the basis of an identity. However, for media to operate it requires technological apparatus, which is ever expanding. If the necessary technology is available to a certain demographic audience, and not necessarily to others, then the media can be used to emphasise certain traits creating a strong rift between the users and the technology being used. In doing so, the technology will have been used to segment the audience. An example of this could be seen in the technological equipment of a television, in which a number of channels associated with certain themes are developed for the user. Other means by which technology can be used to segment an audience is through its perceived suitability. Essentially, by developing a product on the basis of a person s identity the technology will be able to segment the audience on the basis of identity. For example, a product could be developed that relates to a masculine way of living and subsequently be purchased by men. 
                 
However, the main technological development that has lead to the reality of audience segmentation is the introduction and expansion of interactive media. Unlike televisions and standardised static media, the use of computer interfaces and interactive media allows a great deal of industries the ability to interact with their consumers and potential consumers. This can stem from the colour of a portable device to the amount of choices open to the user on the particular device. However, this can also be seen within the application of the technology itself, such as with the use of audience segmentation in the case of health care (Rimal  Adkins, 2003).     

What are some characteristics of generation Y, baby boomers, and generation X

The characteristics of the baby boom generation are those associated with self perception, individual autonomy and positive change. The members of this generation sought to redefine traditional values and began to re-conceptualise the world and their place within it, all of which now mark the generation. In many senses, the end of traditional modernism ended in this generation, in which social changes saw a group of children growing into a world that needed them to change it (Owram, 1997). The baby boom generation veer away from end of life issues and long term goals, instead pursuing short term goals and  living in the now  (Owram, 1997). Essentially, the baby boom generation can be characterised by a positive vision of the future and a realisation of neo-liberal life styles.
                   
The characteristics of generation X are those associated with political disenfranchisement, alienation and unrest. This includes the detachment and suspicion of institutions and unquestioned social norms. After the hope and cherishment placed upon the baby boom generation, the members of generation X had little to identify with and had already passed a number of social revolutions that had come and gone during the baby boom generation (Raines, 1997). Further, the reaction to a newly revolutionised way of life put forward by the baby boom generation had led to a generally positive and readily defined way of being, which ultimately led to conflict with parents and the seemingly positive way of life. In terms of identity, generation X saw a rejection of neo-liberalism and an adoption of a number of philosophical characteristics including nihilism, Marxism, socialism and existentialism (Raines, 1997).
                 
The characteristics of generation Y are those associated with technology and the new millennium. This is deeply immersed within the socio-technological apparatus used by the children who followed the culture of generation x. Other characteristics include an openness in relation to sexuality and identity (Raines, 1997). Furthermore, copyrighting is often disregarded owing to the vast amount of shared instant media at the disposal of the members. For example, quotation is often un-cited on social websites such as facebook and twitter and music is often shared across the internet. A number of identities are also common in the culture of generation Y as the use of the internet and chat rooms culminates in a number of different user names, each with their own characteristics. In relation to identity, members of generation Y are diverse and could be seen as a shift back towards neo-liberal ideals and the hope that is placed upon the internet and associated technology.