AUDIENCE QUESTION CASE STUDIES

ALL IS LOST

What is the Target Audience?

Primary	Ages 12 + (Certification 12A) Fans of Drama/Action/Adventure Male/Female Older audiences – Robert Redford is older actor and story is slow paced. Fans of a similar age to the actor
Secondary	Fans of films directed by J.C. Chandor Fans of Robert Redford

VALS Category	Why?
Achievers	People will watch the established product (Same director/Actor) that they are used to seeing. These people don’t take risks on the films that they wouldn’t normally watch.
Experiencers	Like to keep up to date with the newest film releases. They may watch the trailer and use new technologies to share, blog about, discuss on twitter.
Believers	Tend to be older people

Socio Economic

D/E – older people who are retired.   BC – People who are educated and do not like films that repeat the same genre or high school chick flick.

What technical codes are used to position us? What visual or audio techniques are used?

Audience who are positioned correctly will automatically take on a preferred reading of the text at that particular point.   Close up of hands on wheel – Building enigma – Positions audience to feel excited and question what is happening.   Text – “Lost at Sea” explains the narrative: Audience are positioned to be clued in. “A man has only himself” “and his will to survive” – anchorage. Adds meaning to shots – survival movie   Handheld shots on the boat and during the sinking of the boat position the audience to feel scared, on edge and weary as event unfold.   Fades – position audience to feel as if there has been a passing of time (although trailer only a couple of minutes long)   Audio code – SOS call – positions audience to feel a sense of urgency   Worms eye under the boat revealing shark – Positions audience to feel as if this is a dangerous place and that the characters changes of survival is minimal.   Incidental sound – positions audience to feel emotion.   P.O.V shouts (looking down when he is in the mast, while sending up the flair, when water is gushing into the boat, when the boat capsizes) positions audience to experience what the character is going through. Puts them in his shoes and as a result, this adds to the tension and drama. Audience are more gripped.   Long shots & birds eye view – positions the audience to feel isolated/lonely and scared as audience can see that they are on their own with the character.   Trailer as a whole, positions the audience to question what they would do in that situation. Survival instincts. Lack of dialogue means that audience rely on images and can reflect on story through the use of powerful images.   God/birds eye view – Position the audience to feel as if they are watching over someone.

Reception Theory

Preferred	Audiences of target audience. Female aged 50 may like the actor Male aged 40 may identify with character of similar age. People who like survival stories People who like adventure.
Negotiated
Oppositional	Film has a range of poor reviews as avid boating fans thought the film lacked realism. Character was believable as he had no knowledge of boating safety therefore they suggested that he “deserves what he gets”. Audiences had an opposite reaction to what was intended.   Young children may take an opposition reading as they don’t have sufficient life experience to be able to think about the character positioning. Character is older so unidentifiable to a younger audience. Film is slower paced and may not keep their attention.

Uses & Grats

1. DIVERSION	Entertainment Lost in story Think about what you would do in that situation.
2. IDENTIFICATION	The target audience should identify with the character as, the character is a similar age to the target audience 40+.   Audiences will try to sympathise and will ask themselves what they would do in that situation. Audience hope that the character survives as he is presented to the audience as a likable character.
3.   SURVEILLANCE	Learn about: ·        Dangers at sea ·        Survival techniques   In the trailer they learn facts: ·        Release date ·        Distributors ·        Plot.
4.   SOCIAL INTERACTION	Audiences will talk about the film to their friends, colleagues, family Trailer is designed to promote/advertise a film therefore it is designed to raise interest. People will share trailed on Facebook, twitter or find more information on the internet. Cinema is a social experience – people will go to watch with partners, family or friends.

Opinion Leader	Example
Emma Pritchard Jones – Huffington Post	“Off the Scale Briliant”
Pete Hammond – Deadline	“Robert Redford delivers a tour de force performance”
Owen Gleiberman – Entertainemnt weekly	“scarier than anthing in the perfect storm”
Geoffrey Macnab – The Independent	“Spectacular”
Jessica Kiang – Indiewire	“Thrilling”
Jordan Hoffman – Film.com	“Magnificent”
Ann Hornaday – The Washington Post	“Dazzling”
John Bleasdale – Cinevue	“Epic”
Jeffrey Wells – Hollywood Elsewhere	“A Landmark Film”

SAGA MAGAZINE

What technical codes are used to position us? What visual or written techniques are used?

Analysing the layout -   "The Uk'S BEST SELLING MONTHLY MAGAZINE" - Catches the audiences eye and gives the reader the confidence that this is a good magazine to purchase as it is the best selling magazine. 'Best' - connotations of something that is high quality and trusted.   Cover star (Michael Cane) - He is 80 years old and is therefore similar to the readers age. He us trusted and well established actor - positions the audiences to take a preferred reading as audiences can Identify with him (Identification - Uses and Gratification).   Main cover line "There was crime when I was growing up, but I can't remember old people being terrified to go out" - Positions the audience to feel as if the world is a scary place.   Long shot - Audience can see the actor. This could signify that we he is the main focus and that he is open to reveal his private life. His expression is very serious which reflects the nature of the content. This is a serious magazine that reflects the readers lifestyles and age.   Layout of magazine is quite basic in its layout - could reflect the readers age.

Preferred	Target audience - Female 60+ may relate to articles that reflect the retirement age i.e. cooking, ageism, stars featured in magazine, Michael Cane
Negotiated	Younger Fans of Michael Cane may read the article to find out more about his career and opinions, however, the other stories may not appeal. Their lack of interest means that they take on a negotiated reading of the text.   Gauntlett Pick and Mix theory - audience choose what to engage with.
Oppositional	Teenagers interested in celebrity gossip, fashion etc.   People who dislike Michael Cane or his films.   Younger people who are not affected by ageism.   Those who are not British - All featured celebrities are British and topics are related to Britain specifically i.e BBC.

Primary	60+, UK citizens, Male and Female.
Secondary	Fans of Michael Cane.

VALS Category	Why?
Makers Achievers	Article on gardening and outdoor activities. Magazine is on subscription only therefore, these types of readers will purchase on a monthly basis as a play it safe. They do not like to take risks on other brands and trust the 'SAGA' brand.
Survivors	These people are usually on low incomes or retired. This reflects the target readers ages
Believers	Family people who are conservative - could reflect the target readers age.

Thinkers

Readers may have had a lot of life experience and are mature. Stories are serious in nature.

Uses & Grats

1. Diversion	Escape every day life with stories and hobbies (featured in magazine).   Read the magazine to pass the time.
2. Identification	Older people may identify with what Michael Cane is discussing (being frightened to go out).   readers may identify with other issues that are tackled in the content i.e ageism in the BBC, Christmas dilemmas.
3.    Social Interaction	As readers are finding out more about the world, they can use their findings to aid conversation with friends and families.
4.    Surveillance	Find out more about the world. A lot of the articles are factual.

Opinion Leader	Example
Michael Cane	Opinions about society
Emma Soames	her opinions on ageism at the BBC
Paul Lewis	Advice on how to live life
Delia Smith	How to cook properly!

CHRIS EVANS BREAKFAST SHOW

How does it position us as an audience?

 

What technical codes are used to position us? What  audio or language techniques are used?

Songs that are played are upbeat and position the audience to feel happy and for them to want to sing along i.e join in the fun. Songs include: Elvis' Way Down (1977) Beatles - Please Please Me (1963) Maroon 5 - Daylight (2012) Blondie - Denis (1978) Randy and the Rainbows - Denis (1963)   Moira Stewart has been a news reader for many years and is well respected in her field. She is well spoken (Received pronunciation) which is typical for the BBC. This positions the audience to trust Moira and for them to feel as the information that is being given to them is accurate and 'serious' news.   The morning jingle is very upbeat and is delivered in a gospel style. Lyrics include "Ladies and Gentleman" (positions the audience to feel as if they are engaging in a high class show "this is your radio talking, and we want to wish you all a very good morning" (Positions the audience to feel as if they are being cared for and acknowledged. You is a direct mode of address which makes the show more personable and personal. The mood it creates positions the audience to feel as if mornings are something to look forward to and that the day is going to be great. "Rise and Shine, Sleepy head, now's the time to get out of bed - This is your wake up call" (Positions the audience to feel as if they need to reply on the show to start their day.) "Moira and Lynne, Vassos and Him...The Chris Evans Breakfast show - Good Morning" (The introduction of the characters again allows the audience to engage with them as they are on friendly terms. It is very welcoming and positions the audience to feel as if they are part of the team. The "Good Morning" greets them).

 

Reception Theory

Preferred	Audiences  that listen on a regular basis - They are part of the team and have company each morning. Older audiences may enjoy the older songs as the music reflects their interests and creates nostalgia (The Golden Oldie).   Older generation and adults will look to the BBC for impartial and serious news.
Negotiated	Listeners who dislike the song - Refer to Gauntlett's pick and mix theory.
Oppositional	Listeners who prefer dance music, classical, Metal or any other genres that are not featured (It tends to focus on older popular music with the odd modern track). Teenagers who would like to listen to more celebrity focus shows and with more modern music i.e. Capital and Key 103 or BBC 1 Radio such as Nick Grimshaw.

 

What is the Target Audience?

Primary	The show is intended for a family audience. Older generation for songs/bands such as Randy and the Rainbows, Elvis. Younger audiences will tune in for the more modern songs such as Maroon five.
Secondary	Children will also listen and may take part for the phone in. They may also listen because their parents do and will encourage their children to phone in.

 

VALS Category	Why?
Survivors	Older generation who may listen for the 'Golden Oldie'
Achievers	these are the play it safe people. They will listen to the BBC every morning as the show is predictable in their scheduling and features as are these types of listeners. They will trust the BBC brand and stick to what they know.
Thinkers	Audience  who are well educated and responsible will turn to the BBC2 news for impartial and serious stories (news with Moira - see notes above).

 

 

 

Socio Economic

 

 

Uses & Grats

1. Diversion	Listening will escape from ever day lives by singing along and listening to the songs. The radio is a form of entertainment and it will help to pass the time and relax its audience.
2. Identification	Audiences may identify with Chris Evans in is personal experiences as he often makes references to his personal life and opinions surrounding a range of topics.
3. Social Interaction	Some will listen to the show in work with colleagues and turn up the radio when their favourite song comes up. They may discuss new events with families and friends.
4.    Surveillance	They find out about new events happening in the world through the use of the news reports, weather and traffic reports.

 

 

Are there any examples of 2 Step Flow?

 

Opinion Leader	Example
Chris Evans	His opinion on songs - Fantastic band.
Moira Stewart	As she reads the news, listeners trust what she considers to be important.