Audience Classification Questions

Jonathan Taylor

1a)

• The Mainstream   

A cartoon programme such as ‘Spongebob Squarepants’ would be ideal for this type. The Mainstream group mainly consists of people who are in families, usually living in the same house and with possibly young children. The original market for this programme is for children, but there are elements of adult-humour, nostalgia and other sub-text ideas, that would entertain the adults of the family watching along with their children. One example of this humour is the showing of the famous vampire film character Nosferatu in one episode, where is shown to be smiling, so making a mockery almost of a perceived ‘scare’ idea, which initiates humour, without it being seen to be terrifying (especially by children), which was it’s original purpose, as this would not suit the audience group. Spongebob Squarepants is a world-famous programme and brand too, so fits to the characteristics of the Mainstream group, as they will search for big, established brands. The programme can be watched at leisure and isn’t something that requires too much thinking in terms of plot-line or emotional involvement. The ‘nice’ fantasy-world of the cartoon echoes this key need of security that Mainstreamers require.

           

• The Aspirer        

The American TV series ‘Ugly Betty’ was based around the story a quirky young woman, Betty, getting a job in ‘Mode’ – a fabricated high-fashion brand (similar to Armani). While these series had emotional plots etc. the main premise lay on the basis that being beautiful, fashionable, ruthless and charismatic led to success. This would appeal to an Aspirer, due to it reflecting many of the ideas this type may have about the way the world works, that to be successful in life you have to look and seem like a ‘quality’ product/person. The story echoes the ideas of trying to be liked and to be popular too, which goes with an Aspirers key need for status, based on how other’s perceptions of them mainly define what they do and who they are.

• The Succeeder    

          ‘The Apprentice’ would be aimed at this group, mainly due to its competitive themes. There is an elimination every week, creating this idea of being the best and being ‘top dog’ over others which the Succeeders crave, in their key need of control over others. The key need of control is also shown by the way that certain contestants on the show will dominate or attempt to, in order to seem better and seem more responsible. This idea of picking the best person at the end of the season, reflects in this idea of Succeeders and their typical seeking out of only the best and high quality things, because they believe they deserve only that.

                   

• The Explorer     

The 1967 music-track by ‘The Beatles’ called ‘A Day in the Life’ would appeal to Explorers, due to it’s general lack of conformities. Explorers seek the new sensations and things that are different, this track embodies these ideas, by taking away the typical pop song structure and ‘rules’ that pop songs go by, so that they can sell well. The new use of instrumentation, production techniques etc. was at the time groundbreaking, but is still now unique and independent of many others songs.

1b)

I think the fact that media theory takes in people’s main aspiration/need in life is incredibly useful, because the basis is almost certainly correct, that everything humans do is too fulfil some form of need. However, some things are generalised and many people might be in multiple-groups, such a contain elements of a Mainstream but also an Aspirer. It lacks the acceptance of certain personality traits that could completely alter the need for the audience members of a particular group, such as the existence of personal taste and emotional response. So while this is an intelligent model, it is not definite in any sense and should be used with caution, always thinking of possible issues that could arise from generalising a ‘group’ of society.

1c)

A TV programme currently on is ‘One Born Every Minute’ a documentary-diary style series about the processes of delivering babies etc. in a hospital. I would say the age-range of people watching this would be women from 35-60 and most would be female in biological gender. I make these presumptions due to the age–range being when most women would have a family, might have had children and are mothers, so might watch the programme to relive this ‘life-changing’ moment for other people. There is also a strong element on the emotive side of this, which stereotypically caters more towards female viewing, as women are said to respond more to people’s emotions and feelings, aswell as access and understand their own, better than men.

1d)

Spongebob Squarepants: Drop-outs, due to their lack of desire to commit to something, the ‘clean slate’ style in most cartoons and the fact that there isn’t a complex story etc. to follow, means that the Drop-out can watch/not watch at their leisure.

Ugly Betty: Trendies, due to the main theme of the series being this idea of finding adoration and acceptance through how other people perceive you. Your looks and character are ‘carved’ by others to fit them too (Rebels).

The Apprentice: Egoists, the whole competitive business theme of the programme relates to the almost selfish ideology of the Egotists, who just wants the best for themselves mainly.

A Day in the Life: Drifters, the bizarre lyrics and musical composition create this idea of individuality, which the Drifters may want, to create their own personality around this, that they may lack. The lyrics themselves talk about the ‘doors of perception’ and opening them, so these ideas of finding who you are and your real place in the world.

One Born Every Minute: Puritans, the idea of doing a humanitarian act by being a nurse/midwife/doctor involved, would echo the Puritan’s ideology of ‘doing their duty in the world’ by serving and helping other people. The idea of mother-hood aswell is seen as a role and a duty, so again relates to the Puritan’s lifestyle.