Target audience research, again done independently. My last task on textual analysis giving me a clear understanding and insight on Soap Operas.

1. Genre Target Audience for Soap
Opera’s
Amy Clark
7108

2. Research on Soap Opera’s and
Hartley’s 7 Subjective’s.
Hartley’s 7 objectives are; age, ethnicity, gender, class, family, nation and self ( ambitions or interest of
the audience). Hartley's 7 objectives relate to Soap Opera’s because they are involved and seen within
every episode. According to Hartley’s 7 objectives the stereotypical audience for Soap Operas would be
females. Females are typically more likely to watch Soap Operas than males because females are
stereotypically at home of a day doing the housework . This means that they will watch the Soaps as they
are able to relate to the everyday situations. However Hartley also suggests that males are drawn into the
Soap Opera’s because of the family life. It is common for families to sit down of an evening together and
watch the Soaps. This therefore means that both males and females can relate and even be drawn into
the individual characters. This is known as the Katz theory, whereby the audience can personally connect
to a certain character. For example males could potentially relate to the masculine characters whereas
females relate to the motherly figures or typical school girl. According to Hartley females aged 16 - 70 are
most likely to watch Soap Operas, however this can be argued as in today's society even younger people
are known to watch the drama as well as elderly people. Within Soap Opera’s there is a variety of different
ethnicity's and social classes. This suggests that everyone in the audience can relate to someone that is
similar to them, whether it being from the same background/ culture or experiences similar situations to
them at the time.
Soap Operas are displayed during the prime time. This is between 6:30 when the first soap is
showed, Hollyoaks and 8:30, when the last soap of the evening is showed, Coronation Street. The
fact Soap Opera’s are scheduled at this time means a large variety of viewers can tune in to watch
it as dinner would have been cooked and the majority of parents/adults are back from work and
children are home from education. This means the whole family can sit down and enjoy the Soap
television.

3. Socio – Economic Needs and
Katz’ Uses and Gratifications Theory.
Socio – Economic Needs - The typical audience, according to the socio – economic needs for a Soap
Opera would be in the C1 – E group. This is because the majority of the characters within Soap Operas
are students or working class. This is evident as the characters are usually seen either working in a cafe/
pub, on the market stall or in a garage if they are not in education. This puts them into the C1 – E
category because they do not have a huge status or top position in society. Similarly, students or
someone from the working class are most likely to watch Soap Opera’s, this means that the audience can
relate to the issues or feelings presented.
Katz’ Uses and Gratifications Theory - According to Katz the audience can gain a ‘personal
relationship’ with the characters who share the same interests and ideas as the audience. This allows
the audience to relate to the characters and feel a personal connection. This means that the audience
follow this particular character throughout the series and are intrigued to carry on watching the Soap
Opera when it is shown on television. The characters can also influence the audience, this is known as
‘personal identification’. For example the audience may feel that they need to behave and make the
same choices and decisions as some of the characters such as young male students may be influenced
to join part of a gang because this Is what they see within a Soap Opera. Therefore they have been
influenced in perhaps a negative way. However Katz Gratification suggests that the characters and the
multi – stranded narrative can also teach and befit the audience because it signifies everyday social
issues and themes. This informs the audience how to potentially over come, or deal with these issues
such as crime, abuse or any form of emotion. Finally, the audience feel that watching Soap Operas is a
wat of escaping the real world and escaping their everyday lives. This could potentially make their lives
seem easier and not as bad as some of the characters situations, according to Katz this is known as
‘Diversion’.

4. Maslow’s Hierarchy of Needs and
Psychographics
Psychographics - In relation to psychographics, it looks at how consumers of Soap Opera’s are influenced by
the characters and their roles. Soap Operas revolve around topics such as the home, family and domestic
tribulation (Rebecca Feasey). Typically, women consumers who invest themselves into Soap Opera’s are your
social reformers who can easily relate to everyday social issues that are usually portrayed within Soap Opera
narrative’s. For example, women in particular can understand the different topics Rebecca Feasey mentions
which impacts there ideas and thoughts. Consumer's are therefore more likely to adapt their own way of life and
behaviour to match the lives of those on screen. However this could have a negative effect as some consumers
may feel pressured into replicating the lifestyles of a character who makes bad decisions.
Marslow’s Hierarchy of Needs – A soap Opera audience may find themselves represented as ‘caregivers’ (
Maslow). This is because the audience may feel sympathy with individuals or groups of people within the Soap
Opera who they can relate to. For example certain situations that the characters face may have been
experiences by member in the audience. This means that the audience can put themselves in the characters
shoes and understand how they are feeling. Additionally, some of the audience may consider themselves as
‘explorers’ (Maslow ) as they are often driven or influenced by social change. This means that they will take into
consideration the social issues raised within the Soap opera and apply it to their real life. This will make them
aware of the social issues and potentially inspire them to change their everyday routine and lifestyle to reduce
these social issues. Alternatively, some of the audience may see themselves within the ‘survivors’ categories.
This means that they want the security and knowledge of knowing the characters are okay. For example if one
of the characters is in danger and the audience have a connection with them, they are going to want to know
that they are okay. This signifies that they are going to continue watching the Soap opera to find out and know
for certain. Finally, the rest of the audience are social climbers, this means they want the best for the characters
and are driven by improving status.