This contains information about our target audience

1. AUDIENCE PROFILE
FOR OUR MUSICVIDEO

2. ORIGIN OFTARGETAUDIENCE
■ Our target audience has been created largely due to the results received from a
second survey sent out to potential viewers of our video.
■ Purposely, my group and I sent out our second survey including personal questions
such as where they usually live; their general dress sense; the reasons why they watch
music videos.These questions and responses will be explored further when putting
together the audience profile.

3. AGE AND GENDER
■ Our target audience will consist of young people, within the approximate age range of 16-25.This goes in keeping with our
previous survey responses (given that the majority of respondents were of the youngest age range given), combined with
the fact that as a group, we want to conform to Coldplay’s own target audience. Having researched Coldplay’s target
audience previously, I became conscious of the fact that their general target audience is similar to the group of people that
we are interested in appealing to.This is because the majority of people appearing in their music videos and attending their
gigs and concerts are young people, predominantly of this age range.This idea itself is significant, given that the mediated
view of young people is that they have the tendency to attend such gigs, concerts and festivals given their outwardly bold
and energetic nature. In this way, it relates to Dick Hebdige’s ideas of ‘fun’ and ‘trouble’, particularly with the ‘fun’ element.
Coldplay’s target audience is on the next slide, which is what we have interweaved into our own target audience. – however,
Charlie brown music video and lyrics depicts the ‘trouble’ stereotype of young people. Furthermore, the fact that my group
and I belong within this age group allows us to effectively appeal more to this age group.
■ With regard to the first survey we sent out and analysed, it became known that our target audience would consist
predominantly of females.This would be in keeping with the fact that the majority of respondents were female, and would
therefore be more likely to watch our music video.This is the link to the first pre-production music video survey analysis on
age and gender. Also, the protagonist of our music video will be a female, which will enable the majority of viewers, being
female, to relate to her.This relates to the ideal-I theory voiced by Jacques Lacan who explored the idea that viewers will
tend to form a sense of connection to the characters within the text, wanting to be like them, to aspire to be them. In a
similar sense, with regard to the male gaze, male viewers in particular may possibly objectify the female actress almost
naturally. Nevertheless, our band, who will appear in the music video will consist of male actors which will also enable male
viewers to be able to relate to them.

5. PRE-PRODUCTION
SURVEY ANALYSIS

6. RACE
■ Our music video will include an array of races, both planned and unplanned. Firstly, the protagonist will be a
female of Indian heritage, where the band members who will appear in the music video will be of white,
European descent. In this way, my group will already be subverting Bell Hooks’ colour code theory, in that
lighter skinned women are considered more attractive.The Indian young woman will embody the fact that
other ethnic minorities are just as significant within the media, yet, in many ways, will both conform to and
challenge their power within society. A part of our narrative will include the powerless and isolation that the
Indian young woman experiences within the society.
■ Furthermore, the band members will mostly be of white descent, which relates to the majority of
respondents from our survey. In this way, we shall be representing that of the respondents who will be the
potential viewers for our music video. In many ways, this is also a subversion of the white hegemony, given
that the white characters will not have the most amount of screen time and therefore be the dominant race
as it will be the protagonist who will have the most amount of screen time.
■ At the same time, our survey consisted of alternative ethnicities, too, which my group and I will still
represent within our music video through the locations we choose to shoot in. We have the idea to capture
an extremely busy scene within Central London to capture the essence of a diverse and varied nation, which
London is.This location is also fitting with the psychographic profile of our target audience.

7. DEMOGRAPHIC PROFILE –
OCCUPATIONAND EDUCATION
■ Given the age of our target audience, this group of people will not have a completely
disposable income.They will tend to still be in full time education, or if in part time,
they will also have a part time job, which will provide them with a small amount of
income. Many will be school leavers, going onto higher and further education, as they
have aspirations to get a degree and obtain a valued and respectable job in the near
future. Similarly, the target audience may also consist of young professions, such as
those who have graduated and are developing a career, however, the majority of
those appearing in the music video will tend to be of school leaving age. In this way,
they will still be reliant upon their parents for their survival, but are eager to explore
the world around them.

8. GEO-DEMOGRAPHICAND MOSAIC
■ In terms of the geo-demographic profile, our audience will be from an urban environment.This is
because of the fact that 100% of our respondents replied by saying that they normally live in an
‘urban environment’, which connotes that they live in towns and cities. Given that my group and I
are from London, this is an element that we are keen to present within our music video, which is
fitting for our young audience, given that they are very much associated with going out,
socialising with friends and attending events which is what is offered when living in a city.The
energy and dynamics of the city will also be captured through the music video.
■ With regard to the mosaic graph, which is a much more updated, specific scale than the General
Registrar Scale in stating the demography of the target audience, the respondents specifically
stated their socio-economic situation.Within the survey, we included a mosaic graph which
respondents could refer to in order to state what their specific socio-economic situation is. The
majority of respondents did state that they were ‘A’ on the Mosaic scale which generally makes
them ‘sophisticated singles’ which may be fitting as not a lot of people within this age range will
have families of their own to look after, but will be independent. It is in this way that I believe our
target audience lies more with ‘F’ which another large amount of respondents stated themselves
a being: ‘hard-working blue collar’.This may be true in the sense that, as aforementioned, our
audience is not exactly highly affluent but because they may have some money coming in from
menial, part time, blue-collar jobs, and the fact that they still live with their parents, makes them
somewhat financially comfortable – not of low affluence, but enough to ‘get by’.

9. PSYCHOGRAPHIC PROFILE
■ The psychographic profile will be dependent on some stereotypes of young people. For example, the
idea that young people tend to go out, socialise with friends and attend gigs, concerts and festivals
will be reflected somewhat in our music video.With reference to our survey, this is a key part of young
peoples’ lives and therefore we want to reflect this in our music video.
■ With regard toYoung and Rubicam, our audience will be deemed predominantly
individualists/quirkies.This is because they want to show the world that they are different. Since our
initial idea includes the young woman feeling somewhat trapped within society, which will be the
equilibrium, and then this breaks once she shows the world that she really is different and an
individual. Often, young people are seen to be mainstreamers – which is something we may candidly
represent of young people being warped into the social media world; however, the protagonist will
more of an individualist.
■ Moreover, they may be considered aspirers or succeeders, with particular regard to their dress sense.
The majority of respondents replied by saying that their general dress sense is casual i.e. jeans, t-
shirts, but that doesn’t mean that they don’t wear some designer labels from time to time. Moreover,
young people will tend to be internet savvy and have more knowledge and experience with
technology, thus these types of products will be evident in the music video.

10. AUDIENCE RECEPTIONTHEORY
■ The audience reception theory is associated with the theorist Stuart Hall. It is he who discusses the idea of media texts including
messages that can be encoded and decoded, depending upon the viewers own personal history, be that social or cultural.
■ Since the target audience consists of young people, and predominantly female, this is the collective identity that will generally be
explored within the music video. In this way, the representations of this collective identity will be read by viewers who share similar
traits to that of the group portrayed in the music video, either with positive readings or negative ones, again, depending on their
own histories. For example, one scene that I am eager to pursue in the music video is capturing the young woman ‘trapped within
society, and under society’s expectations of women’.The encoded message, being the dominant reading will be that society has
always enslaved women from their full potential within society. However, the negotiated, or even the oppositional readings to
these portrayals may be that it is the female that enslaves herself from the society in which she lives. It is in this way that we
encourage our target audience to be active readers as opposed to passive readers; our audience will be inclined to make their own
negotiated readings, which relates to Ien Ang’s ideas about negotiated reading.
■ Further, a question that I included in the survey was ‘Why do you watch pop-rock music videos?’The majority of respondents
answered by saying that they watch these music videos for diversions. In association with the Uses and Gratifications theory,
diversion relates to escapism – from everyday problems and emotional release. By this virtue, my group will be catering to our
target audience’s needs given that we aim to incorporate a narrative into our music video which will help them to escape from their
own issues and focus on a character’s issues to possibly relate to the way they relate to issues in order to fix their own.This relates
to the ‘ideal I’ or the ‘ideal partner’ theory by Carl Roger’s as the audience may build some sort of rapport or bond with the
characters from within the music video.