Thursday, 17 June 2010

Target Audience

Graeme Burton stated that all audiences can be grouped in two ways, social grouping and media grouping.

We are going to use the social grouping in order to target our audience. Gender is a really important part in finding our audience due to the humour our music video will include, which will be more appropriate for a male audience. The genre of our music video is based around ideologies that are stereotypically more appealing to males. This is shown through the original music video where women are objectified and portrayed as inferior to their male counter parts.

We will be challenging this dominant ideology as conveying both genders as equal in terms of status.

Hartley expanded on the social grouping by identifying 7 subjectives that can be used to identify the audience more specifically. We decided that using the subjective of Age would be appropriate as our video needs to target an audience of a certain age group. The age of our audience is important as if we don't correctly identify them then they will not see the humour we have included in our video which we have based our project on. We have decided that a younger age group of around 16-21 would be most effective in capturing our audience due to the genre of music, which is mainly listened to by those who go out clubbing, who the majority of the time, are of a young age. The song itself is more focused onto both younger boys and girls so we will target them by the use of familiar iconography such as Barbie, Ken and Action Men dolls. This will also appeal to an older audience who may find this ironic and amusing.



To successfully create our film we also considered the media grouping of our target audience.

From our primary research we know that our target audience are teenagers who prefer dance music in comparison to R&B.
We chose to create a setting which matched our stereotypical male audience, adding posters of girls from magazines like Zoo and Nuts that boys of that age read. By including cars and popular films in the mise-en-scene of our bedroom scenes it will attract our target audience to feel that the music video is made for their humour.

We have not included targeting our video to those of a specific ethnic background as we feel ethnicity plays no part in the humour our video includes.
The idea of social classification has been used in the media for serveral decades, however the idea of using the ABC1 social grouping idea, is not relevant for our music video as it can appeal to those of any class or status.

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