Audience Identification

Graeme BurtonWhen we come to looking at our target audience there are a range a theories we will take into account. This will allow us to break down our target audience. For example we will consider Graeme Burton’s social grouping theory which will mean we will think about various factors such as age, gender and social status. We will also take into account his theory of media grouping which can include audience interest and their relationship with the media via newspapers, television, the internet etc. Their personal preferences of what music they enjoy or what television they regularly watch could heavily affect our choice. These theories should allow us to narrow down our target audience helping us come to a conclusion of what style of video we should choose. Below are the theories in the context we will use them.

Socially Grouped

•Age

•Gender

•Race

•Social Status

•Location

Media Grouped

•General Music Taste

•Favourite Genre

•Audience preferences in what they tend to do in their spare time i.e. browse YouTube etc.

Abraham Maslow: Hierarchy Of NeedsMaslow’s hierarchy of needs suggests we all have the same basic needs. Shown is a diagram illustrating Maslow’s theory. By including these basic needs, we can have a greater chance of success when creating our music video. We will be certain we have given our audience the basic needs they require.

A typical R&B/Electro House style video would generally fulfil the needs of creativity, confidence, sexual intimacy and security of body and health.

Social Status Classifications The social status of an audience group has an impact of the motives you will want to offer. Most of society falls into the (C) D and E categories.

A Higher managerial and professional

B Middle managerial and professional

C1 Supervisory, junior management and professional

C2 Skilled manual worker

D Semi-skilled and unskilled manual workers

E Pensioners, lower grade workers and the unemployed