Soap Opera Target Audience

1. Soap Opera Genre –
Target Audience
Name: Elizabeth Plumb
Candidate Number: 2049
Center Name: St. Andrew’s Catholic School
Center Number: 64135
OCR Media Studies – A2 Level
Unit G324: Advanced Portfolio

2. Hartley’s 7 Subjectivities:
o Age – The age group for a typical soap opera would be
between the age groups of 16-70 because many people seem
to enjoy watching the drama filled programs from teens to
the elderly as they all feel that they can relate to the subjects
in the programme.
o Gender – The main gender for soap operas are normally
females, this is because they feel that they can relate to the
problems and situations in the opera. This is said by Rebecca
Feasey (2007) as she states 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’
o Class – People of a middle/lower class would watch
Eastenders, this is because the characters represent the
middle/lower class therefore they are represented in the
audience as the same.
o Ethnicity – People of the white and black ethic group would
watch Eastenders, this is because they are both present in the
episodes and are not racially stereotypical.
Trailer 1 - Eastenders
Socio-Economic Needs:
The typical viewers of this text would be in the C1-E group, this is
because students and workers would most likely watch this is due to
the same type of characters being played who seem to be in about
the same groups as the people watching, for example most of the
characters are working class which therefore attracts a working class
audience as they can relate to the issues or feelings presented.
Psychographics:
Consumers of this program would either be at school or education
or would have a normal lifestyle. However, due to watching the
program they may feel pressured to make the same lifestyle choices
as the characters on screen as they feel that they are influenced by
them, for example when gang crime is presented on the show
audiences may feel influenced to do the same thing.
Katz’ Uses & Gratifications theory:
o Personal Identification – The audience may feel that they are
influenced or should make the same decisions as the characters,
for example gangs or crime.
Personal Relationship – The audience may feel like they have a
relationship with the character as they enjoy them or feel they
are like them, for example if the character has gone through an
emotional time which is the same as the audience , they may feel
connected to the character
Inform and Educate – The audience may also learn something
from the characters as the multi-stranded narratives themes &
issues that they cover may effect some people, for example how
issues are overcome, either about crime, emotion or housing
abuse.
Eastenders is on 4 times a week normally at the prime time hour of
8pm, this time is significant because it enables people from group E
to watch it without offensive language, due to the watershed
typically at 9pm the program will not include any offensive or strong
adult themes.
These logos are a symbol of the
support that the program offers once it
has included a subject that the
audience may have faced. This offers
the audience support about the issue.

3. Trailer 2 - Hollyoaks
Socio-Economic Needs:
The typical audience of this media product would be in the E
group because students would be the main target audience for
this program as they focus mainly on teenage issues such as
sexuality and family issues.
Psychographics:
Viewers of this text would (stereotypically) either be at school or
within education. When watching the program teenagers may
feel that they should be influenced by the characters therefore
they may change to be more like them, for example gender
change.
Katz’ Uses & Gratifications theory:
o Personal Identification – The audience may feel that they are
influenced or should make the same decisions as the
character, for example if the character makes a decision that
the audience feel they need to make too, then they may feel
they could make it.
o Personal Relationship – The audience may feel like they have
a relationship with the character as they enjoy them or feel
they are like them, for example transgender which is explored
in the program.
Inform and Educate – The audience may also learn something
from the characters as the story lines that they cover may
effect some people, for example family or relationship issues.
Hartley’s 7 Subjectivities:
o Age – People watching this program would mainly be of the
age group between 16-25 because the program deals with
mainly teenager issues and has younger characters involved.
o Gender – The gender profile for this program could either be
girls or boys. This is because they focus on different
relationships, whether that being gay, straight, lesbian or
transgender, this could attract different genders as they focus
on different issues.
Class – The class for the target audience would be of a lower
class , for example socio-economic group E. This is because
the target audience are teenagers, therefore have not got a
high status.
This image helps to
show that the target
audience for Hollyoaks
is teenagers. This is
because the cast of the
soap are offering ‘exam
help’.
Hollyoaks is scheduled on channel 4 twice a week
at the prime time hour of 8:30pm. This could be
because they focus on personal subjects that
teenagers would only understand therefore it is
shown later on, for example transgender issues
that teenagers can relate to.