Who would be the audience for my media product??

By Alex Keay

Primary AudienceOur primary audience were white British people who are aged 30-45 and are in the income class of A-B, our primary audience isn't really gender specific however it is predominantly male. This audience target is still appropriate as our narrative and genre have been specified to suit their needs.

Secondary AudienceOur secondary audience would include people aged 50-65 due to an older audience being interested in our product more than a younger audience due to a complex narrative and young people being stereotypically less sophisticated and uneducated. The income class will be B-C1 due to them then being able to get a bit more personal identity from our film. To finish off the secondary audience the genders again would not be important as both are welcome to see our product.

Did we make the correct decision?Ii think that the decision of having a niche audience was correct due to us being an independent. This is further proved in the planning stage which shows that we made an appropriate decision. This can be noticed in the pilot questionnaire as a majority wanted flashbacks which could suggest an interest to watch the film.

Why that Primary audience??Due to the amount of social problems in our film like alcohol this led us to problems in choosing the correct audience. However I think this was a correct choice due to a sophisticated audience being able to see the representations and question them, thus making them want to watch the film.

VAL TypesThinkers:These people would be suitable to watch our product as they supposedly watch films that have social issues, and also as they have a high income they will also be sophisticated.

Innovators:These people have plenty of ideas and are also open to hearing other ideas. This suggest that they would challenge our representations for them being apart of Stuart Hall’s and David Morley’s reception analysis. This would be shown by them seeing a working class representaion and getting a negotiated reading from it.

Mosaic TypesMid-career climbers:These people are in the same age range as our primary audience so are very relatable. These people have a good income and live in pleasant areas. Through the shots of the businessman they can personal identity and social interaction from him.

Business Man:These people would get the same results from our product like ‘Mid career climbers’ would making them very similar.

Young and RubicamWe want our audience to be able to challenge the representations of the working class such as alcohol, which is why we chose ‘the explorers’ as they are similar to ‘innovators’.Another possible one they could fit into are ‘the succeeders’ due to high income that they earn, they will have the opportunity to get the latest technology i.e. Converged devices and then be able to access web 2.0 which is were most of our marketing will be, so they can view it there.

Secondary AudienceWe thought that the best secondary audience would be that of a B-C1 income class as they would still be sophisticated. This audience would be able to get personal identity from the urban scenery shot in the film as they live in more urban areas. Overall this is a good decision as they will still be able to handle our difficult narrative which has challenging issues with it like the alcohol and depression.

Secondary Audience con...Even though our secondary audience has a similar age and income bracket to our primary, this is not evident with VAL types as they would be ‘believers’. This is due to them having more traditional views about society maybe due to there older age. As they are older they will have family and would be attracted to our product as they can relate to family and that they will receive pleasure when he finds family. However there is the possibility of them not liking it due to the family in the film not being traditional as it has been stripped apart by drugs and alcohol meaning that a ‘believer’ may not watch our product for those reasons.

Mosaic TypesAs our secondary audience are older they could be in the VAL type of ‘Yesterday’s Captain’ as they would be on a comfortable income. This would suggest that they use to be well paid thus meaning they were well educated, so would have the knowledge to challenge our stereotypes. However there is the problem that they may have set views about today's societies which could make them not as appropriate for the film.

Young and RubicamAgain they are going to similar but they would be ‘the reformer’, this is because they are more socially aware due to them being sophisticated, so they would be appropriate for our film. They are also older so they don’t have much need for materialistic things and are mainly looking for enlightenment. This is why they fit with our product very well as our product will satisfy there needs like problem solving according Maslow’s hierarchy of needs.

Two step flow- PrimaryOur audience should be active and be able to have their own opinions due to them being sophisticated. This would mean that they can challenge our stereotypes. An example of this which we have in our production could be that of our businessman as it portrays him as stresses which could suggest how the higher class are hardworking.

Advantages of it??This would allow our product to influence or change opinions of people in the working class due to them being less sophisticated. Also the passive viewers could easily be persuaded by active opinion leaders as they would give there preferred reading and so they would then go by that.

Did We miss out on a possible audience?

Due to our main protagonist being a youth and the film being set in an urban setting we may have missed out on attracting a younger audience as they would be able to get more identification from the characters and could also get social interaction with their friends according to Maslow's uses and gratifications.

CertificationThe certification for our film is 18. In hindsight now I think that it isn’t quite an 18 due to the explicit scenes not being show a lot and compared to similar products like ‘This is England’ which is a 15, I would probably say that we got this wrong and would lower it to a 15 due to even though the content can be hard to understand or see it isn’t too explicit in showing it.