Emma Walker 1252 - A2 Media Studies - Target Audience Analysis

1. Soap Opera Genre –
Target Audience
Name: Emma Walker
Candidate Number: 1252
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 stereotypical target audience for soap opera’s according to Hartley’s 7 subjectivities would be females from the age
of around 16 upwards. This may be due to the fact that females get more emotionally attached and involved within the
soap. The audience could be from a variety of classes, but are less likely to be from upper class. Stereotypically the
audience are more likely to be from either working class or middle class backgrounds. This is because they may feel that
they can relate more to the issues and plots being raised in the episodes. This is supported by Rebecca Feasey’s (2007)
‘masculinity and popular television’ she refers to how soap opera’s focus on ‘the home, the family, domestic
tribulations and the strong women, and as such it has been long been said to appeal to a female viewer’ which
suggests the stereotypical target audience and audience are female for example Ronnie in Eastenders is displayed as a
strong female character.
Socio-economic needs
In relation to socio-economic needs, the stereotypical target audience of soap opera’s is people within the categories ‘B-
D’. This is because the topics and issues that are raised within soap opera’s usually relate more towards their lives in the
real world. Some people watch the shows in order to gain advice about current issues which they are struggling with
and to know they are not alone.
Maslow’s Hierarchy of needs
Social Climbers: These are people who are inspired or driven by improving their status in society. People within the
audience may be inspired by characters or storylines within the soap, therefore they will enjoy watching the show.
Caregivers: This is when the audience sympathise with the characters and their situation. This relates to the
stereotypical female audience as they become more emotionally attached within the soap opera.
Explorers: This is where the audience are driven by social change. Throughout soap opera’s the storylines are constantly
touching on social change, therefore explorers would be interested in soap opera’s.
Survivors: This is audience members who want the security and routine of knowing the characters will be okay or
something will be resolved. I don’t think survivors will be very interested in watching soap opera’s as these shows are
more based on reality and so the characters are not always okay and situations are not always resolved.

3. Stereotypical Target Audience
Psychographics
In relation to psychographics, the target audience for soap opera’s would be reformers.
This is because they seek enlightenment and are interested in social awareness. This
relates to issues raised throughout soap opera’s as they are based more on reality and
cover social issues. They also seek personal growth which can be enticed by soaps as they
allow for the audience to identify and connect to the characters.
Katz’s Uses & Gratifications Theory
In relation to Katz’s Uses & Gratifications theory the audience may build a ‘personal
relationship’ with the characters or character they relate to. This may make them want to
watch the soap more as they feel close to the character. Also, according to this theory
some audience members may ‘personally identify’ with issues that are raised within the
show, this means they will want to continue watching the show as they want to see how it
works out and what happens and also this could be used to hook in the audience as they
enjoy relating to the soap. However, ‘diversion’ is another aspect of this theory. I do not
think this aspect applies in relation to soaps as diversion is where the audience can
escape reality but soap opera’s are based on reality and issued that are raised in some
peoples reality.

4. Further research:
• Look at other secondary sources to establish WHO the target audience are
• Scheduling of Soaps during prime time hours (7pm – 11pm) WHY? WHAT does this say about the
needs of the viewer?