The document discusses whether the right target audience was chosen for a media production. It was determined that the target audience, described as sophisticated and wanting to challenge stereotypes, was an appropriate choice as feedback from questionnaires aligned with the original ideas. While some changes were made based on feedback, overall the target audience engaged with and benefited from the themes and issues presented.

1. Why this audience?
Emilia Waterhouse

2. Did we make the right choice?
 I believe that we chose the correct Target Audience for
our production. This is because the feed back from our
questionnaires mainly corresponded with our original
ideas and there were no problems involving
communication. In addition we have taken into account
all of the feed back we were given by our target
audience, and some from the secondary audience. We
have also made a conscious effort to consider any
changes which may have displeased or effected the
audience.

3. Why the audience was
appropriate
 The audience were appropriate for our media product because
they realize that the representations in our product are
stereotypical ones and they enjoy the way in which they can
actively challenge them. Also the way we have challenged certain
convents; such as having a female protagonist.
 The secondary audience were appropriate because they are the
people who will appreciate and experience issues such as the
pressure of popularity, peer pressure and bullying.

4. Continued
 The film appealed to a sophisticated audience who actively
wanted to challenge and be challenged by the product and who
also wanted to be engaged by the product and learn from it. Our
target audience will receive entertainment and diversion, social
interaction, information and surveillance.
 People of a lower income bracket were also targeted by the film
because they would receive personal identity from it, we could
have chosen this group as our target audience. However the
younger people from a lower income bracket are our secondary
audience because they do no wish to be challenged and would
only receive entertainment, diversion and personal identity from
the production. This suggests that our audience choice was
correct because our primary audience receive more from our
product.

5. The questionnaire

6. How does this indicate a correct
choice of audience?
 Questions two and 9 shows us that we do have an understanding
of our audience because the large majority were in agreement
that we should use an inner city location and parks and high
streets rather than flats. Also the audience want something that is
informative and thought provoking rather than laid back. This
informs us that we have chosen a narrative that appeals to our
Target Audience as these locations and themes were in our
original, rough, narrative.

7. Further Audience Research
 We wanted to refer to issues in order to provide a large
amount of verisimilitude through an accurate
representation of the working class. This is because:
 The accurate representation would be acknowledged
by our sophisticated Target Audience who enjoy
questioning stereotypes.
 The secondary Audience would appreciate the
representation because they would be able to identify
with it.

8. Further Audience Research
 We also discovered that
only 39% of participants
(in the results of the
survey we looked at)
belong in the established
traditional class, which is
because the traditional
working class is becoming
smaller due to the fact that
the new generation are
more likely to be affluent
workers.
 We found that the official
definition of the traditional
working class: “low on all
forms of the three capitals
although they are not the
poorest group. The average
age of this class is older than
others.
 We found that our product also
targets the Precariat class:
Thee most deprived class of
all with low levels of economic,
cultural and social capital. The
everyday lives of members of
this class are precarious.

9. Continued
 Questions 2, 11 and 12 indicate that despite choosing the correct
audience, our understanding of them could have been improved and
there were certain things in our production, which we needed to change.
Our audience wanted minimal dialogue and we had originally planned
for an almost even amount of dialogue and music. They also wanted an
even amount of low and high-key lighting whereas we had planned for
more low-key lighting.
 Only after research did we discover that our Target Audience also
includes the Precariat class (under class), therefore we should have
previously have classified our Audience to a better standard.
 On the other hand, our research indicates that we also Targeted the
correct audience because our production displays a modern, young
form of working class, who would be the affluent workers. Furthermore,
we displayed a certain lack of money and material goods in our
production, through the mise-en-scene of clothing and the setting of
the council estate.

10. How does the Production and Distribution
company address the Target Audience?
 We chose BBC films to produce and British Pathe to
distribute our production.
 This would appeal to our Target Audience because they are
commonly released in more sophisticated venues and would
therefore reach our audience.
 Also BBC and independent companies are renowned for
releasing films, which deal with more sophisticated subjects
than mass market, conglomerate companies. Our Target
Audience enjoy information and surveillance but also
entertainment and diversion, which they would receive from
the products produced by independents, which is why they
would find interest (from the AIDA scale) in a product
produced by an independent, niche company.

11. Theory
 In our production we address the needs of the Target Audience such
as morality, problem solving and acceptance of facts.
 Problem solving is provided because we leave room for the audience to
question the stereotypical representation of the working class.
Furthermore they can solve the disequilibrium within our narrative.
However the acceptance of facts is also provided because there is a
limited amount of fact in our stereotypical representation of the working
class, so the Audience can see, to a certain extent, how they live.
 Morality is provided in our product because we display the lifestyle of
the working class, who have far less resources and materials than our
Target Audience. Additionally we display the suffering of our protagonist,
causing the audience to pity her. An example of this is the use of the
CCTV footage of Laura in the shop, the high0angke Very Long Shot
connotes Laura bowing to the outside pressure of others, the audience
are made to see it at a comfortable distance, which would cause them
to acknowledge the suffering of others, which is not experienced by
them.

12. Theory
 We offer a stereotypical representation of the working class
within our product, which our Target Audience would
question because they are active.
 David Morley's reception theory suggests that an audience is
active and acknowledge how they interpret an ideology. They
will either reject the opinion the producer wanted you to have,
accept the reading or will recognize and understand the
dominant reading but adjust it to suit their personal
circumstance.
 We believe that because our Target Audience are both
sophisticated, educated and active, they will take the third
approach to the stereotypical representations in our
production.