W H O W O U L D B E Y O U R A U D I E N C E F O R Y O U R

M E D I A P R O D U C T ?

B Y   L AY L A   C A I R N S

PRIMARY AND SECONDARY AUDIENCEI  gathered  basic  information  for  my  primary  (and  secondary)  audience,  and  did  this  by  creating  survey’s  (via  Survey  Monkey),  ‘Facebook’  polls  and  from  doing  initial  research.

On  the  first  survey  I  wanted  to  find  out  who  was  my  audience’s  favourite  artists,  this  would  then  let  me  cater  for  what  they  were  looking  for  in  the  content  of  my  magazine.  The  next  survey  was  purely  primary  audience  based,  and  I  asked  them  what  they  liked/  disliked,  what  their  hobbies  were,  what  their  beliefs  were  and  asked  them  for  three  words  that  described  their  personality.  This  allowed  me  to  see  what  my  target  audience  enjoyed  etc,  and  therefore  I  could  include  specific  things  that  interested  them.  

In  my  ‘Facebook’  group,  ‘AS  Media  Studies-­‐‑ Target  Audience’,  I  posted  a  lot  of  polls  and  images  and  asked  members  to  vote  on  their  favourite  or  what  referred  to  them.  Check  out  my  ‘Target  Audience  Research  Results’  on  my  blog,  to  see  my  analysis  of  the  ‘Facebook’  feedback.

Some  initial   research  included  my  prior  knowledge  on  the  genre,  and  also  from  the  ‘Target  Audience  Feedback’  which  involved  a  video  of  a  potential  reader  and  myself.

READER PROFILEI  produced  a  stereotypical  reader  profile,  of  what  a  certain  individual  may  like,  if  they  were  a  reader  of  mine.  I  took  into  consideration  age,  gender,  social  class,  lifestyle  and  interests.  

Overall,  a  reader  of  my  magazine  would:

• be  a  stereotypical  female,  in  full  time  education,• enjoy  female  things  such  as  fashion,  beauty,  and  hanging  out  with  their  friends,

• is  ‘C2-­‐‑ E’  on  the  ‘Audience  Code’,  suggesting  they  lead  a  part-­‐‑ time  job  and  student  lifestyle,

• on  average,  would  spend  about  £50-­‐‑£100  per  month  on  luxuries.  

This  information  allowed  me  to  tailor  my  magazine  to  this  type  of  character,  therefore  I  ended  up  using  colours  that  would  attract  them,  and  include  things  that  they  would  like.

AUDIENCE PROFILESI  created  two  audience  profiles  about  single  members  of  my  primary  audience,  and  you  can  find  these  underneath  this  presentation  on  this  blog  post.  

The  first  reader  profile  (Naomi),  helped  me  visualize  my  larger  target  audience  as  a  single  individual.  Therefore,  I  can  relate  my  contents  and  double  page  spread,  to  some  of  the  content  on  Naomi’s  page.  Moreover,  it  doesn’t  just  aware  me  of  interests,  but  of  personality  traits  too.  By  talking  to  the  audience,  I  can  confirm  that  they  are  loud,  confident  and  outgoing,  which  is  who  I  attend  to  appeal  too.

A  second  audience  profile  allows  me  to  not  only  back  up  knowledge  of  my  audience,  but  gain  extra  knowledge  between  each  character.  It  helps  me  recognize  differences  between  different  people,  relating  to  which  artists  they  prefer.  

In  conclusion,   I  found  that  both  enjoy  stereotypical  female  things  like  going  shopping  and  spending  time  with  friends.  

THEORIES TO CONSIDER…Uses  and  Gratifications   Theory   is  based   on  why  an  audience   member   would  use  a  particular   piece   of  text  or  media,   as  to  what  effect  it  will  have  on  them.  This   is   relevant   to  me  because   they  may  pick  up  on  my  magazine   for  a  particular   reason.   I  feel  as   though   the  most   relevant   reason   as   to  why  my  audience   would  pick  up  on  my  magazine   is  for  entertainment  purposes,   as  suggested   by  Lasswell in  1948   and   Denis  McQuail later  on.  This   suggested   that  many  of  my  readers   will   take  interest   in  my  production   for  amusement   and   to  pass   the   time,   I  find  that   this   theory  accurately   describes   my  primary  audience,   as   they  are  stereotypically   students,   and   in  between   studying   and  going   out,  they  have  time  relax   and  read  my  magazine.   Another   theory   that  applies   to  my  production   is  Bulmer   and  Katz,  dated   back   to  1974,   which  recognizes   the  audience   to  relate   themselves   with  my  product.   I  think  selecting   an  audience   that  distinguishes   personal   identity   in  my  magazine   is  a  key  theory   to  consider.   This  could  be  as   small   as  a  piece  of  jewelry  an  artist   is  wearing,   or  what  an  artists  favourite   food  is.  Lastly,   another   theory   I  proposed   for  my  production   was  by  Denis  McQuail,   and   this   is  by  suggesting   that  my  audience   read  my  magazine   for  information   purposes.   So   for  example,   to  see  when   tour  dates   are  for  their   favourite  rapper,   or  when  new  music   might   be  on  the  scene.   I  think   this   is  a  great   theory   to  consider,   because   my  primary   audience  may  read   this   from  any  one  of  my  media   platforms   (magazine,   Twitter,   Facebook,   app,   website  etc)  and   then  share   it  to  their   friends   on  social  media,   again   extending   my  readers   as   they  might   want   to  be   in  on  the   latest   news,  and   then  consider   buying  my  magazine   etc…

Some   theories   I  considered   but  didn’t  end   up  thinking   they  were  right   for  my  production   was  the  Two  Step  Flow,  and   the  Hypodermic   Needle   Model.   The  Two  Step  Flow  model   is  aimed   at  the  concept  of  ‘word  of  mouth’.   However  this   is   seen   to  be  used   mainly  by  high   leaders   such  as  critics   for  big  companies   etc.  I  think   for  my  magazine,   this  was  not  a  correct   theory  to  propose   to  my  target   audience,   as  I  am  not   looking   to  appeal   to  high,  upper   class   leaders.   Same   with  the  Hypodermic  Needle   Model,   which  was  proposed   in  the  1920’s,   I  don’t   think  really  worked  great   for  my  product.   The  aim  of  this   theory  is  to  feed  a  mass   audience   information   through   signifiers   and  particular   imagery.   This  was  used   with  World  War  2  propaganda,   therefore   don’t   think   it  is  the  right   theory   to  connect  with  my  audience.