The document discusses target audiences and subcultures in music. It explains that pop music appeals to a mainstream audience who follow trends, while alternative music attracts more individualistic listeners who challenge social norms. It also outlines three common demographic groups targeted in media: baby boomers, Gen-Xers, and millennials. The document then reviews several theories about how audiences interact with media, including the hypodermic model where audiences passively accept messages, and uses and gratification theory where individuals choose media to fulfill personal needs. Finally, it discusses the target audience for a Bring Me the Horizon music video as fans over 16 who want a controversial, memorable video.

1. Audience
Chloe Mills

2. Target Audience
• All media texts are created with a target audience in
mind, the target audience is what will shape the context
of the text so that the text itself will appeal to the
audience in mind.

3. Subculture
• There are many different subcultures within music and music
video which attract an audience of different people for
different reasons.
• For example pop music is seen as safe and mainstream with a
strong sense of belonging to a wider community, audiences
that listen to ‘pop’ stereotypically follow the latest fashion and
tend to ‘follow the crowd’ more than other subcultures
• Alternative however is an elitist and tends to reflect a more
bleak ideological message that life is hard. It also tends to
challenge conventional ideologies. Alternative music is the
music of individualism and protest. Audiences that listen to
alternative tend to act as a individual rather than a community
and will often dress in a style that isn’t widely socially
accepted.

4. Demographics
• In any form of media text advertisers will classify
individuals into group to analyse the specific needs of the
individual groups making it more effective when
targeting them. There are three main groups that this is
grouped in to.
• Baby Boomers: baby boomers are born during the post
war baby boom. They are seen as avid consumers, self
centered and want to deny the aging process
• Gen-X-ers: are born mid 60s-70s, tend to be very media
savvy, they see themselves as individuals.
• Millenials/Echoboomers: are born mid 70s-late 90s, they
are media saturated and ethnically diverse. They are the
biggest ever spending generation.

5. The Hypodermic Model
• The hypodermic model is extremely outdated. It suggests
that the information from a text passes into the mass
consciousness of the audiences unmediated.
• It also suggests that audiences are easily manipulated an
individual opinion can be easily changed by media
makers.
• It also suggests that all audiences are passive and react in
the same way.

6. Uses and Gratification Theory
• During the 1960s it became apparent that audiences made
choices about what the did when the consumed texts. It
also became apparent that audiences are really made up
of individuals who consume texts for/in different ways
rather than everyone being the same

7. Bulmer and Katz
• Stated that individuals might choose and use a text for the
following reasons:
• Diversion – escape from reality
• Personal relationships
• Personal identity – finding yourself
• Pleasure

8. My Target Audience
• The artist of the song I have chosen is Bring Me The Horizon.
The general audience for this band are fans of Bring Me The
Horizon.
• The target audience for my music video would be both males
and females over the age of 16, this is because most BMTH
fans are over 16 and the images and content displayed in my
music video might not be suitable for people under this age.
• The genre of this song is a mixture of rock, pop rock and metal
core. Meaning that all though the genres it’s a part of are niche
it des in theory have a large target audience over three different
genres.
• Speaking to my target audience I have found out that they
expect a slightly controversial and memorable video that
stands out. I think that with the narrative we have chosen of
abuse I believe we will achieve this