2. My Target Audience
The word audience can be described as ‘the assembled listeners or spectators of a public event’ this could be a
play, a video, a song, a film etc.
Our music video is at both genders, mainly women, between the ages of 16-25. This is because the song and
the artist (Ed Sheeran – A Team) is aimed at this audience, however I would argue that it could be targeted to
everyone because the genre pop-folk is targeted to all ages dependent on the artist themselves. Our aim is to
make the audience feel involved and connected with the music video. I have researched into this audiences
needs through secondary research and also primary through a questionnaire, this I believe will help us create
the video involving feelings and scenarios that the audience can connect and relate to. My target audience will
be interested in things such as shopping, seeing friends, music, sports, make up and many more. Following
these stereotypes I will be able to incorporate these activities so the audience can picture themselves in the
situation of the character, which, in sense, will help them connect and be involved with the character.
3. Audience Theory
Audience theory refers to how people absorb media, how they respond to it and the different effects it can
have on them. People may copy or mimic certain acts done by other people such as celebrities, this, therefore
could be positive or negative. For example, an audience could watch a music video that involves drinking or
drugs and get into them themselves if they want to be like that character, meaning it is very hard to send a
message through media without it being judged or people copying them. Our music video will be incorporating
these things like drugs, smoking and alcohol but will be represented negatively to hopefully deter the audience
from taking part in those acts. Many people may blame the media for the changing societal attitudes because
of how influential it can be on the younger generation and may represent social groups in different ways,
leading to more stereotypes. This is more of a reason for me to show the negative effects of drugs etc. to shock
people in to the real effects it can have on you.
4. Hypodermic Needle Theory
One of the first Audience theories shown to us was the Hypodermic Needle Theory in the 1920s just after the
First World War. As morale was high and society changed, people started to see how much the media could
have an impact on individuals, media theorists introduced this theory. It emphasises that media is transmitted
in a linear structure suggesting that what people interpret from the media is penetrated through them. It
suggests that media content is transimitted into our brains without any external influence such as personal or
other people’s views, to emphasise how media is forced into us as we have no authority or ability to change it,
indicating that we can be easily manipulated by the media.
5. Uses And Gratifications
In the 1960s, theorists started to research into why people watched/read into the content they did and
questioned whether their was a purpose to view it. It justifies why people choose to interpret media; this is
classified into 4 categories.
Personal Identity – finding reinforcement for personal values; finding models of behaviour; gaining insight into
yourself; identifying with already gained values.
Information – finding out about relevant information in the news; seeking advice or opinion on practical
matters; self education.
Entertainment – escaping from problems; relaxing; enjoyment; emotional release.
Social Integration – gaining insight into others; social empathy; gaining a sense of belonging; finding a basis of
conversation or social interaction; substitute for real life companionship; connecting with family and friends.
6. Uses and Gratifications
Entertainment - The most common reason people view media. Films, TV, music videos provide all of the uses
and gratifications but mainly entertainment and escapism for the viewer. Audiences watch media for
entertainment or escapism, this usually applies to TV and Film, but can be applied to music videos, especially
pop music videos with dance and upbeat singing. People also watch music videos because they like the artist
and is a fan of what they do, creating another reason for audiences to watch the video because they like Ed
Sheeran and his work.
Social Integration – Watching music videos can help the audience feel empathy or understand the feelings of
the artist. This is what I want to create, I want the audience to watch the music video and connect with the
artist and character and relate to their feelings. Therefore, I will be creating relatable moments in the music
video which could be a reason for a certain audience to watch so they could gain a sense of belonging. Our
video is going to be on the basis of drugs and drug use and the effects it has on the character and what it can
have on others. People can relate to this and look to it for reassurance that they shouldn’t be doing drugs or
maybe a reality check so they realise the harsh effects drug use can have, not just on themselves.
7. Uses and Gratifications
Information – Information aspect usually applies to news media and TV documentaries. However, I think it can
apply to other media like dramas and films that will inform audiences on issues such as alcohol and drugs.
Therefore, I think my music video will include this aspect because it can inform the audience of drugs and the
severe effects they can have on people and the people around you, maybe deterring people from taking them.
Personal Identity – this refers to boosting your own self esteem or putting yourself in a position of authority to
make you feel content. For example, people could read an article from a magazine on a celebrity that has put
on weight. This could refer to my music video since people could watch my video to make them feel better
about themselves that they are not in so much of a bad place as the main character which could boost their
morale. I do not think this is the aspect I am focusing on the most since music videos are usually to provide
entertainment or social solidarity. However, I could implement it in the sense of creating a comparison of the
main character who will seem to have mental issues along with physical health issues due to drugs, alcohol and
smoking, to other people in the background of the video who seem to live content lives etc., reassuring the
audience that they live a good life in comparison.
8. Stuart Hall’s Effects Model
Stuart Hall referred to different types an audience could read and interpret a piece of media. He mentioned
both encoding and decoding along with the dominant, negotiated and oppositional ways in which audiences
choose to interpret media. Encoding is taking in the media in the way the producer want you to; decoding is
rejecting the way the media is being represented.
Dominant – This is when the audience member agrees with the message represented through the media. In
the film industry this could be agreeing with the cast members of a specific genre of film, along with agreeing
with the representation in the media. In my music video, this could be the audience agreeing with the way we
choose to represent drug addicts and the effects it can have, along with them interpreting it in the right way;
the way I intend them to.
Negotiated – this is when the reader neither likes or dislikes the media shown to them. I would like to avoid
this area since I would rather people have an opinion of the video and the message we are putting across, even
though this could be negative. I want my video to have an impact on an audience whether it is in a positive or
negative light, it shows that the message has been put across effectively.
Oppositional – This is when the audience rejects the media content that is displayed, this is often caused by
media that is unreliable or unspecific; usually relating to TV or news. This is something I would also want to
avoid since I want individuals to enjoy the music video but also, connect with the character and her feelings
along with the artists lyrics.
