Planning Audience research

Teenage Dirtbag

Gears Segmentation model 

Gender- Teenage Dirtbag is a male perspective song that is aimed towards younger male students.The female singer is seen as a secondary character Laura Mulvey argues in a lot of films woman are presented as secondary characters as we live in a male dominated society.Females presented in the music video are seen wearing tight fitted dresses which links to the theorist Van Zoonen as she believes woman are oppressed and are sexualised to satisfy men.

 Ethnicity The is a lack of representation of ethnicity in the music video as majority of the characters are white males and lack a range of diversity.

Age-  The song appeared in the film 'Loser' which is aimed towards a younger audience,as it has the genre of teen romance.The aimed audience is high school ages from the age 14 to 18.This is shown through the teenagers partying at a high school prom and video clips of the college and basket courts.

Region -The region is aimed towards an American audience as the band is from America and is set in a American high school.Furthermore,it has the intellectual link of American Pie (a American film) as two characters are seen in the music video.

Socio-Economic is aimed towards a lower economic audience such as E as they are a (Strugglers). These students are seen wearing non-designer clothing and are represented as being the 'losers' in the school.However there is some representation of a slightly higher audience such as C1 as they're seen wearing designer clothing for an example; Adidas also a car is also seen in the video at the beginning which links to wealth.

Young and Rubican 

The Aspirer 

This is someone who is materialistic and is 'driven by others' perception of them rather than by their own values.They respond to what others perceive as being superficial.For example image,appearance,persons,charisma and fashion.The would look at whether the packet is attractive whereas other find the content inside more important.These people's core in life is for status.

The Refomer 

Reformer would say "Dont tell me what to do or what to think".Values own independent judgment.Reformers are anti-materialistic out of the groups, and are often seen as intellectual.Pride themselves,socially aware and pride themselves on tolerance.

The mainstream 

These people live in the world of 'everyday', a daily routine is a key part of their life and the way they live.When reflecting on their life choices are 'we' rather than 'me'.As their name implies,they are the mainstream of society.They are the largest group of people and respond to 'family' brands as an value for money and would rather stick to what they know and live like the majority of people.Their core need in life is security as they save their money.

The struggler 

They live for today and make a few plans for the following day.Others often see them as victims,losers and wasters ,disorganization people with a few resources and aims.Rather than working hard they're more likely to succeed in life if they 'win the lottery'. Alcohol and junk food are associated with strugglers.Visual impact and physical sensation are important elements of their brand.These people seek escape

Blumler and Katz's 

Blumler and Katz created the uses and gratifications theory as they acknowledged that all media, including music videos, offered their audiences a form of knowledge and pleasure when watching. They argue that it is the "gratifications" created by these different forms of media, that make them enjoyable to audiences. The music video has a purpose for audiences that they discover whilst watching.

​This theory assumes audiences are active rather than passive. Audiences that watch music videos approach the music video for different reasons, that it offers them.  Their theory suggests that individuals and social groups use music videos in different ways. This is supported by Roland Barthes theory as he explained that what is being received by audiences, may differ to the producers actual intensions.

Justin Bieber's Music video 'Beauty and the beat'

 Is a clear example of one of the uses and gratifications that audiences receive from music videos. This music video is an up-beat song that shows a teenage lifestyle. It is evident that audiences are being offered a form of escapism from reality, and are able to escape in the hedonistic life of the music video.

​The use of a hand held camera throughout the music video effectively draws audiences into the party that is being displayed, and adds an element of realism to the scene. The singer is constantly focusing on the camera to ensure audiences are engaged with the party and what is going on. This is demonstrates Richard Dyer's star theory as Justin Bieber's teenage audience want to see the star in the music video, which makes him appear desirable to them.

 Massive attack's "Live with me" 

Demonstrates the second type of gratification identified by audiences. This form of gratification that audiences obtain from the music video explains the possibility for audience members to identify with character, and the use of a media allowing them to discuss the concepts with others. This is evident due to the relatable topic that is being shown in our narrative​.​

Adult audiences are able to identify their problems in the protagonist of the music video. The video illustrates the typical difficulties that many working-class people may face when dealing the stress they get from work. Consequently, the nature of this topic in the music video causes audiences to discuss their similar problems with one another and how they also relate to this character, who finds the solution to her problems in alcohol.

Adele 'Hello'

This music video creates a sense of identity about the life of an individual that many audience members themselves may be living. This gratification is similar to the previous one as they both demonstrate how audiences relate to music videos. The personal identity in the narrative is the main artist herself, who is compared with her audiences who are going through similar situations in their life.

 The protagonist in this music video has returned to her old town and is reminded of the time when she met someone she use to love, and how they ended up being separated. Many audiences compare themselves to the artists and how they're similar their experiences are for a nostalgia of their previous relationships. The whole narrative, is a de-saturated green effect that exposes melancholy and conveys an on-going flashback into a past life. Audiences can themselves go into a flashback of their lives.

For my music video

Gears 

My music video is going to be as universal as possible to make it inclusive towards everyone.The gender will be female empowerment however representation of a male is also present.Most of my actresses in my music video are white with a Latino main singer which can make other ethnics groups feel less included.However, the story line can relate to everybody.The demographic my music video is aimed towards is 16-25 this is shown through teenagers going out without any responsibilities and having fun.Although, my music video contains a British song and Essex locations it is aimed to everyone worldwide, as 'cheating' is a topic anyone can relate too.The socio- economic is going to be low such as E because they're teenagers, however there will be representation of makeup ,cars and designer clothing which can be aimed towards a higher economic of C1 .

Blumer and Katz

At the beginning of Ciao Adios will have a gratification of personal identity as the audience will be able to have a sense of identity about the life of an individual that many audiences themselves may be living.The story line of finding out you have been cheated on can be compared with her audience as some may be going through or already have gone through this situation.The music video has representation of self love as she realises she deserves to be treated better, and she is seen having fun with her friends, audiences will be able to compare themselves to the artists as they've come a time they have also found self love in themselves instead of hatred.There will also be representation of flashbacks with her Ex boyfriend which audience will be able to relate to as they may go into flashbacks of the lives and past relationships.In addition, it also uses the gratification of entertainment as she is seen having fun as she escapes from reality.The performances and acting makes the audience engaged as the hybrid music video will be in between narrative and performance.