The target audience for soap operas is typically working young adults and older individuals. Younger adults are likely to have free time in the evenings to watch soap operas after school or work. Older retired individuals also have free time to watch in the evenings. Both groups can relate to the characters and storylines in soap operas. Research found that those in eastern England watched more soap operas than other parts of the country, possibly because many soaps are set in southeast England.

1. Soap Opera Genre –
Target Audience
Name: Jessica Blundell
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OCR Media Studies – A2 Level
Unit G324: Advanced Portfolio

2. Soap Opera: a television or radio drama
serial dealing typically with daily events in
the lives of the same group of characters.
(https://en.oxforddictionaries.com/definit
ion/soap_opera)

3. Stereotypical target audience The stereotypical target audience for a soap would be working young adults and older.
They are likely to be young adults because they are likely to be in college, university or just
entering the workforce. This means that in the evening they are likely to have the time to
watch soaps as they will have stopped any work they have to do for their education or will
have the evening free from their job. If they’re working class they’re likely to have a working
class job where they won’t have any extra work, and therefore much like those still in
education, they’ll have the time to watch it in the evenings, generally from 7pm until 11pm.
This idea of having a working class job fits in with those in the adult age category. They will be
able to have the time to watch soap’s in the evening and may even watch to distract
themselves from the stress of their everyday lives. This is the same for those perhaps in the
middle class who enjoy soaps, as they might watch them for this reason too, especially if they
have a stressful job and want to be ‘diverted’ (Katz).
However, those who are retired may also watch soaps. This is because they will have the time
to as they don’t have to go to work or have to look after their children as they no longer
require that care.
These audiences all share the interest in soaps due to the fact they are past the age where
they have to pay attention to watershed. If there is a soap they want to watch over watershed
hours, they can because they are old enough to and wont find the content as disturbing as
they would if they were younger. They also collectively have the interest in soaps because they
might find the characters and storylines relatable, in soaps there are often characters of all
ages so that every individual watching will always have someone of their age to relate to.
However, this also works the other way as they might find the characters and storylines to
‘divert’ (Katz) them and they will have time to not think or stress about things such as their
job.
In 2013, it was found that those in the east of England watched more soaps than the rest of
the country at 78% (http://www.bbc.co.uk/news/entertainment-arts-21828961). This suggests
that those in the east are increasingly becoming stereotypical audience. This could be due to
the fact that a lot of soaps are set in the south east, such as EastEnders which is set in London.
This means that audiences in the south east/east part of the country find soaps more relatable
as they recognise the accent, the area and possibly what some of the characters go through
within these parts of the country.

4. Psychographics: The consumers of this soap are
likely to be in education or in working class job
roles. This is because they will be able to relate to
the working class characters of soaps and relate to
them. However, the fact that younger people watch
the characters act in negative ways such as
committing crime or being violent like characters
such as ‘Bobby’ in EastEnders could influence the
younger generation of viewers.
Maslow's hierarchy of needs:
Caregivers – ‘Caregivers’ are audiences who want to make sure that the characters are okay and are
able to sympathize with the characters’ situation. Since soaps can be quite emotional at times, this
type of audience would find it appealing.
Survivors: As the characters go through difficult situations the audience will want to watch because
they will want the security and routine of knowing the characters will be okay and the situation will be
resolved.
Further research: Soaps are generally on during prime time hours before the watershed, which means
people of several ages can watch soaps, therefore it will extend to a wider audience which may mean
that the themes and storyline covers are relatable or allow them to escape their every day life. In
relation to Rebecca Feasey’s ‘masculinity and popular television’ (2007) she believes soap operas focus
on the female gender; she states ”the home, the family, domestic tribulations and the strong women
[…] it has been said to appeal to a female viewer”
Socio-economic needs: The typical views of
this soap would be in the C1-E group. This is
because the characters are in similar groups
to the audience. An example could be class,
as generally people who would watch soaps
would be working class, and would be able to
relate to the situations and feelings
presented.

5. Hartley’s 7 subjectivities:
Age – The age group of the audience is typically 16-70
because EastEnders has characters of all age groups from
young to elderly. This means that there will be themes that
each generation can relate to which would mean that all
generations would be attracted to the program.
Gender – the gender for soap opera audience would
typically be female. This is due to the fact they feel they
can relate to the issues raised in the soap, whereby
Rebecca Feasey (2007) said that “the soap opera genre
focuses on ‘the home, family, domestic tribulations and
the strong women and as such, it has long been said to
appeal to the female viewer.” This can be seen in the trailer
as it has scenes from the characters Stacey and Martin and
shows an intense scene between mother and son. These
scenes would be likely to appeal to the female as they
enjoy these themes and may be able to relate in some
ways to the issues faced.
Class – People in the middle/lower class would watch
EastEnders because the characters represents these
groups, therefore, the viewers are represented in the soap
and they can easily relate to them.
Ethnicity – People of both white and black ethnicities
would watch EastEnders, because EastEnders represents
both ethnicity's and don’t use stereotypical ideas about
different ethnic groups.
Katz’ Uses and Gratifications:
‘Personal relationship’: The viewers may
be able to relate to the characters of the
soap as it explores issues that they may
be facing. This means they may feel like
they can develop a personal relationship
with the character(s) they can relate to.
‘Inform and educate’: The soap explores
a wide range of issues and the audience
may be able to learn from the soap and
learn how to cope with different
situations.
‘Personal identification’: The audience
may feel like they can relate to the
characters and environment in the soap,
therefore they feel like they are similar to
the characters presented and will
therefore make decisions like the
characters in the soap.