Research: Audiences

Audiences

What are audiences? why is it important to know about audiences? 

Audiences are particular individuals or a group of individuals who read or consume media, such as radio, TV, books, newspapers, magazines ect. Therefore, audiences include, radio listeners, newspaper and magazine readers, and television viewers. It is important to know about audiences as without them there would be no media, in order for media to make a profit, they need an audience, and without an audience there would be no profit, therefore, audiences are important to attract and it is important to keep them interested, so they can continue to buy and engage with the media. Knowing about audiences interests and expectations also allows the media to take these into consideration and to adapt media according to these interests and expectations. By meeting the audiences expectations, they will stay satisfied and continue to stay engaged. 

 

How might some audiences be categorised? 

Audiences tend to be categorised according to various factors which may include gender, age, social class, income, status, interests and hobbies, ect. Audiences must be categorised as each individual has different tastes, and it is incredibly difficult to differentiate between a mass audience, therefore, by categorising it makes it easier to target particular audiences, and meet their expectations. For example, when creating a music video, an artist must target their video according to their fans, identifying the similarities the fans all have, so the artist can make material that is conventional and satisfies their fan base. Justin Bieber for example, is aware that his fans are young females, and therefore, this is his audience category, so he must make music videos that appeals to young females, allowing them to relate to the video and gain entertainment from it. 

Audience categories 

Audience categories are divided according to an individuals income, which determines their social status in society building an hierarchy with the upper middle class individuals who have the best jobs in society at the top of the hierarchy, while the casual/ lowest grade workers which consists of individuals who have no job and depend on the welfare at the bottom of the hierarchy. This therefore suggests that the individuals in the same categories have similarities and have the same interests, although this is not completely relevant and true. 

Advantages and disadvantages of categorising audiences

There are particular advantages and disadvanatages of categorising audiences. 

Advantages:

• By categorising an audience, it makes it easier to target an audience.
• It allows you to have an idea of what people are interested in.
• Allows you to make specific changes.
• You can identify what sort of products your audience can afford to buy based on how much money they have to spend. 
• You can use the information to encourage companies to advertise your radio station.

Disadvantages:

• Categorising audiences does not consider that people are different. For example, if two individuals have the same job, it does not necessarily mean that they enjoy the same hobbies, as there are other factors that influence this. 
• It does not consider peoples interests, only their income and status
• Assumptious 

In my opinion, despite the disadvantages, categorising an audience is beneficial as it allows you to identify your target audience and to make a product in relation to this particular audiences needs and expectations. Without categorising an audience, it would be difficult to make a product that would satisfy a mass audience, as it is 'hard to please everybody' due to different tastes and interests people have. 

Different genres have different audiences...

• Pop- Females, aged 15-25, no particular ethnicity, working class backgrounds (unemployed, students, semi-skilled workers and skilled workers) 

• Rock- Males, aged 28-50, White ethnic background, working class background (unemployed, semi-skilled workers, unskilled manual workers and skilled workers) 

• Hip Hop- Males, aged 18-25, working class background (unemployed, semi-skilled workers, unskilled manual workers and skilled workers) 

• R&B- Females, aged 18-25, working class background (unemployed, semi-skilled workers, unskilled manual workers and skilled workers) 

• Reggae- Males, aged 30-60, black ethnic background, working class backgrounds  (unemployed, semi-skilled workers, unskilled manual workers and skilled workers) 

• Country-Females, aged 25-35, working class background (unemployed, semi-skilled workers, unskilled manual workers and skilled workers) 

• Classical- Females, aged 45+, white ethnic background, middle- upper class background (middle management jobs and top management jobs)

Audience reactions 

Audience reactions links to the ways in which an audience, consumes and reacts to media. Their different responses are highlighted below: 

Although each reaction holds significance the most important reactions include: Audience engagement, audience expectation and audience identification, and these are linked to Goodwin's, Hebdige's and Dyer's theory. 

In relation to Hebdige, Dyer and Goodwin 

• Audience Engagement- This is linked to Hebdige's theory as it highlights that different people react in different ways to the same text, and describes how an audience interacts with a media text. Hebdige similarly states that subcultures exist within society which suggests that everyone in society is different and therefore have different views and reactions. He also suggests that companies attempt to assimilate this resistance attempting to provide products which these subcultures are more likely to consume resulting in the audience deciding whether to accept these products or to resit them. This proves that the audience have the power to interact with the media in the way they want without the influence of other institutions. 

• Audience Expectations- This is linked to Goodwin's theory as they similarly suggest that the audience have expectations regarding the artist and conventions they expect to see from different genres. Goodwin also identifies the features that he believes are evident in most mainstream music videos, which includes, genre characteristics, star image motifs, intertextual references etc. These features are all conventional to music videos are should be used to meet the audiences expectations. 

• Audience Identification- This is linked to Dyer's theory as it highlights how an audience relates to an artist. Dyer also states that an artist is constructed to look the part, and must be ordinary in order for the audience to relate to them as well as extraordinary so the audience can view them as an iconic figure. 
  

Conclusion: How has this info helped you develop your ideas for your own media products. Who will be your audience and why?

This research has encouraged my decisions regarding the audience I intend on targeting. I am aware that audience reactions evoke audience engagement, audience expectations, and audience identification which is important, therefore, I must target the correct audience. I intend on making the genre of my song R&B, therefore, according to audience categories, my target audience are generally likely to be individuals from working class backgrounds, females and aged 18-25, including people who are unemployed, semi-skilled workers, unskilled manual workers and skilled workers. Therefore, when creating my music video I will ensure that I include features that appeals to this target audience. I will find similarities that the audience all encounter to make my music video appealing to this specific audience.