This document discusses several theories for categorizing audiences: - Burton's theory divides audiences into socially grouped and media grouped audiences. - Hartley expands on Burton's social groupings to include 7 subjectivities like gender, age, family, class, nation, ethnicity. - Fiske looks at education level, religion, political views, region, and urban vs rural as ways to further divide audiences. - Social status classifications divide audiences based on their occupation from high-level professional to unemployed. - Maslow's hierarchy of needs is also relevant as motivations like physical needs, security, love and esteem are portrayed in certain music genres like R&B.

1. Audience Identification Research I am going to look into some of the different theories and explanations for audience categories such as Burton, Hartley, Fiske and social status classifications. We can then refer to these explanations later on when researching on our target audience. This will help us identify our target audience more specifically at a later date.

2. Burton Graham identifies the difference between socially grouped audiences and media grouped audiences (i.e. relationships with the media, computer usage, internet, social networking and film goers) "more than meets the eye" regarding and defining audiences where there are defined by the particular product they consume where they are specific audience for a particular type of product where they belong to pre-existing groups When researching In to our specific audience, we will take this theory in to consideration to see if a certain group of people watch only certain videos or films. i.e. only watching R&B or Electro house and that’s it. So we would need to research if they would like something new and fresh or for us to create a new music video using stereotypical features.

3. Hartley Hartley expands on Burton’s classification on socially grouped audience identifying 7 subjectivities when discussing what happens in socialising an individual. Self - grouped by aspirations Gender – associated motives by gender Age group – stereotypically having different priorities, needs and aims in life. Family – place in the family; are you the parent or child? Class – social classes need different things. Nation – the country a group comes from and its style Ethnicity – the ethnic grouping of your audience may play a role in choosing actors or images. This is a very helpful theory, as it will help us break down all the Different components of our target audience such as the above. Again we can then create a perfect professional music video depending on the preferences of our target audience.

4. Fiske Education - i.e. the level of education a person has had can affect your target audience. (I.e. School leavers or Graduates) Religion - we need to ask ourselves are we aiming at a particular religious group of people taking in to consideration there beliefs and values. Political allegiance- political groups have different priorities so is this going to influence our decision? Region - looking between the differences in places so if a place is more powerful, it may over power another places ideas or fashion. For example, London and Leicester.# Urban Vs Rural- i.e. town vs. country as they have different motives. Finally, Fiske has a great theory which makes our target audience even more detailed by digging deeper in to peoples education and background for example. So teens who go to private school may listen to completely different music to teens from a comprehensive school; this is something that we would have to look in to.

5. Social status classifications A-High managerial and professional B-Middle managerial and professional C1- Supervisory, junior management and professional C2- Skilled manual worker D- Semi skilled and unskilled manual worker E- Pensioners, lower grade workers and the unemployed So when deciding on our target audience we can look into which category ours will fall in to. Professional individuals are likely to listen to more upper class videos such as classical music, whereas someone form an unskilled job may listen to R&B as they can relate to it more, so we need to make sure that we use the right features in our video to suit our target audiences needs.

6. Maslow's hierarchy of needs Maslow's Hierarchy of needs is a key theory when identifying audiences as it is a human motivation theory. most fundamental and basic four layers of the pyramid contain what Maslow called "deficiency needs," esteem, friendship and love, security, and physical needs. Many of these relate to when making our music video; IN R&B videos, many of these attributes our used such as, sex, employment, wealthy, heath, property, sexual intimacy, respect, confidence and spontaneity.