1. The Explorer
Utopian Solutions
Theory: Richard Dyer
states that people will
respond to a media
text if it offers them
compensation for the Graham Burton said
inadequacies in their that an audience can
own lives. Through the be identified by their
media audiences can relationship with the
vicariously live their media, or their
lives and fulfil their media tastes. Below
wants and needs, is a list showcasing
leading them to strive her interests. This
to a utopian life. allows us to group
and identify our
female audience
according to her
media tastes.
Age: 17
Interests: Going to gigs, watching comedy and horror films,
photography, reading Kerrang and Rock sound magazines.
Favourite bands: All Time Low, Forever The Sickest Kids,
You me at six, Kids in Glass Houses.
Strengths: Strong, innovative, intelligent, daring, different,
charming and carefree
Weaknesses: Not honest and trustworthy, not calm and
healthy, not traditional
Description: According to Rubicam and Young’s description of an Explorer, she is someone
who seeks adventure and wants top experiment. She is also witty and has crazy
imagination. She enjoys the adrenaline of breaking the rules and she is not afraid to take
risks! If we used Blumier and Katz’s Uses and Gratification theory which states that the
media audiences make active choices about what to consume in order to meet certain
needs. As a media consumer she would use our music video to fulfil the need to be
entertained by a range and variety of well-constructed texts as well as it could also be the
need to use our music video as a taking point for social interaction. In addition to this it
could fulfil her needs to escape from the daily grind into other worlds and other situations.