TO IDENTIFY THE RANGE OF MEDIA COVERAGE OF CELEBRITY WEDDINGS THAT INFLUENCES THE EXPECTATIONS OF INDIVIDUALS AGED 18-34 IN THE UNITED KINGDOM WEDDING INDUSTRY
Cardiff Metropolitan University
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The primary focus for this dissertation was to identify the range of media coverage of celebrity weddings that influences the expectations of individuals aged 18-34 in the United Kingdom wedding industry. Establishing an explanatory theory has benefit the wedding and media industries. The research approach undertaken in this dissertation was based on a review of current literature surrounding the topic area. Methodological choices have been justified. Quantitative data was conducted through questionnaires, and qualitative data through interviewing engaged individuals and wedding planners. Using both methods of data collection produces a well-structured research method; and the results have been discussed in relation to the points raised. The main findings found the two main media sources that are influencing consumers are social media and magazines. Few respondents admitted to following celebrity weddings directly in the media, but they did admit that the media personally influenced them. The researcher has concluded that consumers sub- consciously follow celebrity’s within the media. Research has shown that consumers have become influenced because of two factors; firstly, the advances in technology are meaning consumers are using more devices and being susceptible to the media more frequently. Technology advances have made media more accessible to consumers. Secondly through the advances of technology there is more visual representation within the media. The ability to see the new ideas, inspiration and trends gives consumers more of a desire to recreate what they see rather than what they read. The target market of 18-34 is a very visually, technology driven generation. The media of celebrity wedding’s has influenced consumers because of the amount of media coverage through media sources there is.
BA (Hons) Events Management
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