PLANNING - AUDIENCE RESEARCH

Audience Research 

Gears - Segmentation Model 

Gender - The video is from a male perspective and is aimed towards high school students. With a woman as a secondary character in the video.

Ethnicity - The majority of the characters are predominately white and even around the high school with the extras in the background there is not much diversity. 

Age - The targeted audience is High school teenagers which is why the video will be based around the scenes of a basketball hall and a prom. As well ad around the campus during lunchtimes.

Region- The location is in the american suburbs. This is shown by the various cars that are driven. The clothes the students are wearing and the overall look of the high school campus. 

Socio-Economic background-  The idea that most teenagers will not have major worries or issues and there main concerns are based upon relationships, popularity and 

friendships. 

Blumer & Katz Segmentation model 

By the narrative being based upon a relationship and the class of popularity, this would fit into Blumler & katz theory of Personal relationships. 

Theory explained -

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.

Entertainment and Diversion - 

Justin Bieber's music video to "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.

Personal Relationships/ Social interaction -

The music video to 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.

Personal Identity- 

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.

Information/education- 

The last gratification that audiences acquire from music videos is using the music video as a platform into the wider world, and issues that are occurring in the rest of society. This music video to Lady Gaga's song "Till it happens to you" explore the sensitive issue of sexual abuse, to college girls.

​The music video is all in monochrome to add an element of seriousness to the narrative to heighten the serious issue that the music video is demonstrating. The music video is a way for the artist to gain profit that goes towards foundations for rape victims, that has increased to 16-20% of college girls in the USA. The artist has used her fame to ensure that a variety of audiences are informed about this. Audiences themselves are engaged to have a better awareness of this issue.

Young and Rubicam Segmentation model 

Young and Rubicam show how the main character is 'the struggler' due to the idea of him being the loser in the video and not the popular one. I also see the aspirer and the idea of how he wants to be accepted into popularity and designer brands and well known makes.