Chloe Haynes A-Level Media Studies(1141) Soap Opera Genre Target Audience Task

1. Soap Opera Genre – Target Audience
Name: Chloe Haynes
Candidate Number:1141
Center Name: St. Andrew’s Catholic School
Center Number: 64135
OCR Media Studies – A2 Level
Unit G324: Advanced Portfolio

2. Stereotypical Target Audience
• Hartley’s 7 Subjectivities - The typical age group who watch soap operas would be between 15-80 Age as EastEnders has been aired for
31 years so it has been introduced to many generations over the years. The characters are of similar ages so the viewers can relate to
people of their ages also some viewers like to watch episodes where original characters come back from previous years so the older
generation begin to watch the show again.
• The typical gender who watch soaps is either male or female but mostly female because Rebecca Feassey (2007) stated that ‘soap operas
focus on the home, family, domestic tribulations and strong women and it has said to appeal to the female viewer’. Also most people
watching EastEnders are working class a lot of working class women do not work, they work domestically at the home so they enjoy sitting
down at the end of the day watching a soap opera they can relate to. Viewers of EastEnders will be various ethnicities as there are
multiple ethnic characters in EastEnders but they are mainly white characters so more white people are more likely going t watch it.
• Psychographics – I think people from lower class backgrounds and people in education ‘Aspirers’ would watch this soap as they would easily be
able to relate to some of the situations shown on the soap operas for example gangs and violence, but there is also good situations that people
can relate to as well for example hobbies, professions and going to church. Furthermore it is not only lower class people watch it some people
enjoy watching drama TV series. However some younger viewers might get idea from watching this soap for example not going to school and
drinking maybe if they come from a poor family structure or are easily influenced by other peoples actions.
• Also as EastEnders a very old soap so ‘Resigned’ typically old people may watch the soap as the have watched it in past since a younger age.
• Socio-Economic Needs –The more dominant social group who watch EastEnders would be between the category
of C1-E mainly because the characters regularly shown on the show are between the lower and working class
group because of this lower class and working class people are interested in watching this program because they
can relate to the program and could be in a similar situation themselves. For example kids may get bullied so cant
relate to it. “you stand up to bullies and they will run every time ”
• Because producers know some people would have or are dealing with the same issue they offer support and a
helpline for viewers which is shown at the end of the episode.
• To represent lower class characters from working class backgrounds high camera angles are used to make
characters look less worthy than other characters.

3. • Katz’ Uses & Gratifications theory –
• ‘Personal Identification’ some of the audience may be able to relate to a similar situation a character is for example
marriage problems, domestic abuse or mental issues. For example on BBC one site it has help lines if viewers have been
touched by a story.
• ‘Personal relationships’ some viewers will feel like they bond with the characters they watch on a regular basis and can
talk to other people about it.
• ‘Diversion’ the viewers may want to escape their every day and watch something bad so their life doesn't seem as bad as
the characters life.
• Maslow's hierarchy of needs-
• ‘Caregivers’ will watch EastEnders because the viewers will easily be able to empathize with the characters going
through difficult or sad situations.
• ‘Survivors’ will watch EastEnders because they want the security and routine of watching the programs and can
make sure the characters problems eventually get resolved.
• The typical target audience who would watch East Enders are : are a family of
mixed ages and genders but it is more directed for an older working class
audience EastEnders is aired 4 times a week on BBC One at 7:30/8:00 so they
don’t clash with other popular soap operas. By doing this it means it is allowing as
many people as possible to watch there soap in-between various other soaps.
EastEnders is shown before the watershed at 9pm because there is no offensive
scenes or language used in soap operas at this times as it is not allowed. However
on their website they have many social media inks which suggests they are trying
to target a younger audience.

4. • Hartley’s 7 Subjectivities -The typical age group who watch soap operas would be between the age 15-70 as the characters ages vary so there
is a variety of ages who watch Emmerdale. The characters are of similar ages to the viewers can relate to people of their ages also some viewers
like to watch characters the same ages as them. The typical gender who watch soaps is either male or female but men may take more of an
interest in Emmerdale because they are in the country side and it is based in farms at some point and men stereotypically more likely to be
farmers then females. Viewers of Emmerdale will be various ethnicities as there are multiple ethnic characters in Emmerdale but they are mainly
white characters so more white people are more likely going t watch it. Emmerdale is filmed in Yorkshire so people who are from that region will
be more interested in watching the program.
Stereotypical Target Audience
Psychographics –I think ‘mainstreamers’ who seek security, who tend to be domestic, conformist, conventional and sentimental and also
strugglers who seek escape and have few resources and buy alcohol junk food and lottery tickets which is associated with typically lower
demographics. For example people may get into bad situations such as being an alcoholic as some younger viewers might get ideas from watching
this soap for example of drinking or not going to school.
Socio-Economic Needs –The more dominant social group who watch Emmerdale would be between
the category of C1- E mainly because the characters regularly shown on the program are between the
working class and middle class because of this working class and middle class people are interested in
watching this program because they can relate to the program and could be in a similar situation
themselves. For example a character is suffering from dementia and show the struggle of it. The
character is scared but has to be told “its laurel your wife she will keep you safe” as he can no longer
remember her. During this scene there was very low key lighting signifying he is sad , slow motion effects
where also used to connote his confusion.During the filming of Emmerdale I have noticed a lot of cose
up shots are filmed to show expression/emotion on actors faces ,so audiences are able to understand
how they are feeling.
I think people from lower class or middle class backgrounds and people in education ‘Explorers’ would watch this program as they would easily be
able to relate to some of the situations for example running your own business, owning a farm.

5. The typical target audience who would watch Emmerdale are:
Emmerdale is aired almost everyday or twice a day on ITV at 7:00/8:00/8:30 so they don’t clash with
other popular soap operas. By doing this it means it is allowing as many people as possible to watch
there soap in-between various other soaps. Emmerdale is also exhibited before the watershed at 9pm
because there is no offensive scenes or language used in soap operas.
On the ITV website it specifies there target audience to be female, broad and housewives with children,
so they will make the soap operas appeal to many people but mainly females who don’t work and have
children.
Maslow's hierarchy of needs-
‘Caregivers’ will watch Emmerdale because the viewers will easily be able to empathize with the characters going through
difficult or sad situations featured on the episodes.
‘Survivors’ will watch Emmerdale because they want the security and routine of watching the programs and can make sure
the characters problems eventually get resolved.
Katz’ Uses & Gratifications theory –
‘Personal Identification’ some of the audience may be able to relate to a similar situation a character is for
example murders, marriage problems and money problems.
‘Personal relationships’ - some viewers will feel like they bond with the characters they watch on a regular basis,
‘Diversion’ the viewers may want to escape their every day life and watch something bad so their life doesn't seem
as bad as the characters life.