Audience Theory Analysis of Our Music Video - "To Catch a Thief" by Lovage

Our personal production of “To Catch a Thief” by the band Lovage, is aimed at a very specialised audience and would therefore fit into the category of niche marketing. Although the music video has a strong storyline behind it, it has a distinctive theme and perspective that would not appeal to most mainstream audiences. This narrowness of the market makes the production quite unique and distinguishable compared with other music video productions.

This uniqueness can be explained by the genre of the music itself. The genre is known as trip-hop; a mixture of electro and house music, that is a relatively new hybrid genre that was created in the mid-1990s. There are no specific trends or requirements that fit into the trip-hop genre as it quite experimental so we tried to incorporate this abstract feel into our music video and I believe the production reflects this well.

The production shows the abstract nature by the presence of the main protagonist and antagonist, the bunny. The video follows the bunny being a thief which links in with the title of the song, “To Catch a Thief” and the production shows an episode from his life, whilst the visuals and lyrics explain the story in the background. The band was included in the production in order to fit the stereotype of the trip-hop genre.

Overall, our production was aimed at a niche market and audience, therefore meaning that the consumers would more than likely be faithful to our product, rather than drifting between genres, as many fans of mainstream music tend to do. This means we would still be able to generate a respectable amount of fans and viewers of our music video.

In terms of our audience theory and profiling audiences, I would predict that our production would be aimed at the ‘Succeeders’ category, as that type of people generally like to feel secure and in control and they buy brands which reinforce their feelings of control. This would fit in with our production, as ‘Succeeders’ will feel in control, as this genre is relatively small and low key, so the small majority of them would hold a lot of influence over the artists. The other group that would be attracted by our music video would be ‘The Individual’, as they are highly media literate, expect high production advertising and buys into the product image rather than the product itself. This would fit in with our production, as ‘The Individual’ would like our product because they are buying into the product image, and would like the abstract feel of the music video.

The ‘Uses and Gratifications’ Theory would be the best example to compare with our production, as the audience have taken an active part in choosing and deciding what media they wish to interact with. This is true for the audience of our production as it is such a niche market and audience that the audience would have to willingly want to watch the music video. This differs to mainstream genres and markets as a passive audience usually consumes them, as the cultivation theory explains. Because mainstream audiences are so exposed to the mainstream genres they generally ‘like’ them just because they become over-exposed to them. Our audience however, would actively choose to watch and consume our production because it is what they want to watch.

To conclude, our production is on the whole aimed at a media literate audience who will actively choose to watch and consume the music video, because they like the abstract and niche uniqueness of the finalised product. The audience we have targeted is very specific but one that ultimately reflects the trip-hop genre and the song “To Catch a Thief” by Lovage.

Audience Analysis - Own Production of Music Video - To Catch a Thief by Lovage

My production of the music video for ‘To Catch a Theif’ by Lovage is aimed at a very niche market, therefore a niche audience. The music video has a unique theme to it and is quite abstract. Although the storyline is strong this type of music video would not appeal to a mainstream audience.

The uniqueness of the music video I helped to create comes mainly from the hybrid genre the song belongs to; trip hop, a combination of electro and house music. This genre does not really have any set conventions, as it is quite experimental and is not generally seen as mainstream and I feel that the music video that we have produced reflects this well.

Our music video is abstract as it’s main character is a bunny who steals and the music video simply follows an episode within his life whilst the lyrics and visuals link throughout. We also included the band which conformed to the conventions of the trip-hop genre.

So, as you can see from the summary of the genre of our music video the audience is a unique and niche market. Through being a niche audience I would assume that the consumers of this product are very loyal towards it so do not necessarily float from genre to genre as mainstream audiences may.

When looking at specifics and profiling our target audience I would say that this music video is aimed and the ‘Individuals’ within the categorisation of personal aspirations. This type of audience would be highly media literate and would by this grungy image that our music video portrays rather than the actual music video. However, the audience who buy products such as our music video may also fit into the ‘Succeeders’ category as they are within this unique band of people so may feel secure in such an immediate group therefore will buy this brand/product to reinforce their feeling of control and security.

I would say that the ‘Uses and Gratifications’ Model is prevalent with our target audience as they have actively chosen and almost created this niche genre of music and this niche market. Unlike mainstream genres and markets which are usually consumed by a passive audience through repeated exposure, as the cultivation theory explains. Most of us listen to and watch mainstream products and media and this is what we have been exposed to the most and most often therefore we ‘like it’. Whereas, with our target audience, like I have said they actively chose to seek out this genre and music video type.

Overall, our media text of a music video is aimed young people who are media literate and can look into a music video to see behind the motion picture to reveal the meaning which are video holds. The audience wee have targeted is a very specific one which reflects the unique music genre of the song ‘To Catch a Thief’ by Lovage.

Only Way is ESSEX Audience Analysis

Who is the text aimed at?
This reality television programme is aimed at teens to young adults, predominately females.

What assumptions are made about the audience which are revealed in the texts scheduling or positioning?
The scheduling of this programme is after the nine o'clock 'the watershed' so assumptions that are made would be that they are adults or young adults. Also, programmes after the water shed generally have strong language and possible sexual references in them so the audience would have to want to watch this type of programme.

Where and when is the aduience likely to receive the text?
On their home television or on the catch up service ITV Player. They have to watch the programme at the scheduled time on their home television yet on the catch up service it can be watched at any time whenever the audience wants.

How does this influence the form and structure of the text.
This influences the form and structure as they can put in swearing, sexual innuendos and the language that is used, as it will be more accessible to the socio-economic that understands the language and is more familiar with it. This group such as young adults are able to access services such as ITV player on smart phones, net books etc.

 
How will this audience read this text?
This audience will read this text through gaining a stereotypical view of people who live in Essex. When in actual fact the programme only focuses on one particular social group within Essex.

The only way is essex

Who is it aimed at?
Young teens - older adults. Both genders enjoy this. Open to everyone.


What assumptions are made of the audience which are revealed in the texts scheduling or positioning?
the common assumptions generated about the audience is firstly the scheduling of the show, it comes on at 10 o'clock on a sunday and wednesday, this is an hour after the watershed time of 9 and shows that the show is inappropriate and involves bad language and other deviant acts.


Where and when is the audience likely to receive the text?
The audience is likely to watch it at 10pm on itv2 on wednesdays and sundays. If they miss it they can watch it on itv player at any time.


How does this influence the form and structure of the text?
The fact that they use alot of cliff hangers on the programme makespeople want to come back and watch it more.

'Only Way is Essex' audience

Who is the text aimed at?
The Only Way is Essex is particularly aimed at young people, specifically young women. It is also aimed at individuals who are very fashion concentrated and intwined with popular culture.

What assumptions are made about the audience which are revealed in the texts scheduling or positioning?
In this programme, many of the scenes are set in settings such as clubs or shops. This is on the assumption that the audience is attracted to this type of lifestyle.

Where and when is the audience likely to receive the text?
Television at home- late night, online ( ITV Player - anytime), portable devices e.g. iphone etc

How does this influence the form and structure of the text?
The program being aired late at night means the characters are entitled to swear and indulge in their preferred social activity

How will this audience 'read' this text?
The purpose of the media text is to entertain and although the character's of the show are meant to be real, there are parts acted out purposely for entertainment of audiences.

The Only Way Is Essex Audience Analysis

1. Who is the text aimed at?

Young adults that are influenced and enjoy popular culture. This is mainly aimed at women although a smaller minority of men do come under this category. 

2. What assumptions are made about the audience which are revealed in the texts scheduling or positioning? 

From the time that it is broadcasted it would suggest that the suitable audience would be mid teens and above. If the timing of the program was earlier it would be classed as unsuitable as some of the scenes have adult content. 

3. Where and when is the audience likely to receive the text?

Most viewers of this program tend to view it from their home television although it is available to watch online at 'ITV player'. 

4. How does this influence the form and structure of the text?

As the program is shown on ITV 2 it conforms to the stereotypical coventions of itv and mainstream television. A feature which features highly is the use of 'cliffhangers' which work in conjunction with the adverts and the end of the program making the audience return to find out what happens.  

5. How will the audience 'read' this text?

This text's purpose is to entertain although the cast is meant to be real, their parts are acted out to ensure continuous entertainment. The individual characters of the show portray certain stereotypes which some viewers relate to.

The Only Way Is Essex Audience analysis.

Who is the text aimed at?

Teens, either people who like the lifestyles or people, who laugh at the life styles. A proggrame such as this has a lot of help from two step flow. Many people watched this programme because it was so talked about, fir being awful.

What assumptions are made about the audience?

The proggrammer assumes that the audience will be awake and watching television at 10 at night.  This is key to the proggrame as it uses words and views that can not be aired before water shed. 

Representational analysis of own product.

- Who or what is being represented?

Our video represents the female gender

 - Is this a positive or negative representation?

I would suggest that the video has a positive representation of women. This is due to the Independence that is portrayed. However, people could suggest that the representation of too objective due to the use of women's sexuality as a selling point. 

- How is it being established? (visually, aurally, against mise en scene, camera atc.)

Visually through the dress that the main character wears and her actions in the video.

- How does this representation relate to the target audience?

The representation of gender in our video relates to the way in which our female audience aspire to be. (independent, attractive, fashionable) 

- Is it a stereotypical representation?

To an extent, the representation is stereotypical. It could be said to be a hyperbolic representation of women with the use of emphasized fashion and make up.

 - Are the representations conventional or subversive?

Representation of own product

Who or what is being represented?

As the music video is pop rock, the song itself is representing the youth culture and the general topic in the song is drinking/partying/having a good time. The mise en scene is overall bright to portray this happiness.

Is it a positive or negative representation?

It is a positive representation because these are conventional for this music genre.

How is it being established? (visually, aurally, against mise en scene, camera etc)

The bright colours and lyrics establish the video by the upbeat bright and happy song.

How does this representation relate to the target audience?

The representation relates to the target audience because the video is aimed a youthful/teenage audience. to relates to conventions because the music video is an entourage of colours, visual effects, with high energy and fast camera work to help make it appeal to a young audience.

Representation Analysis of own Product

Who or what is being represented?

In our video, Josh and Dean are the main focus. We show how they are having a fun time. We also filmed a lot of shoes in our video. We took this idea from Examples music video. We thought that it made the video appeal to young people. We use lots of bright colours in the video as well to represent an electro theme and youth.

Is this a positive or negative representation?

We feel that any representations we had in our video were positive. The beat of the song and actions from the boys made it a fun video. The young characters were used in a positive way which displays youth in a positive way rather than being negative like in some videos.

How is it being established? (visually, orally, against mis en scene, camera etc)

The type of shots we used were very varied which made the video more exciting. The way we filmed, carried on the idea of youth and fun throughout. The outfits we used were also fun and represent the younger generation. The actual song was fast and exciting which would interest the younger population.

How does this representation reflect the target audience?
Our target audience were young teens and above. We feel that because of the age of the boys, the audience would be able to relate to them and be entertained by them whilst still enjoying the music.

Is it a stereotypical representation?

We feel that it is stereotypical in some ways for our genre however after watching other music videos from this genre (e.g Daft Punk) we realised that we did not follow all codes and conventions of our genre. We didnt make the characters stereotypical teens in some ways but we did in others. We showed them having fun and enjoying the music. Their outfits and attitudes towards the music also represent their age group.

Are the representations conventional or subversive?
The way we represented youth was conventional.

representational analysis of own product.

who or what is being represented?
- youth and age are being represented in our music video through the lyrics about how they began and grew up.
they are young and we see them smoking, rapping which again represents teenagers and their attitude to life.

is this a positive or negative representation?
- we think this is a positive representation, due to the lyrics explaining how they have become the people they are and how they got their.

how is it being established? (visually, orally, against mise en scene, camera etc)
- we establish it by connecting the visuals and the lyrics together to show the narrative.

How does this representation relate to the target audience?
-  the lyrics are aimed directly at the target audience
- the people in the video are of the same age of the target audience and the images shown in the video should be familiar to those in our target audience.

is it a stereotypical representation?
- yes, the way the characters are wearing stereotypical clothes of teenagers

are the representations conventional?
- yes this is shown through the clothes the characters wear and the way in which they speak

music video analysis

our video is hip-hop/pop/rnb, the conventions are fast cuts & jump cuts. There are 3 main forms that music videos come in, narrative, image and performance. Performance is more common in rock genre video's usually showing the band/artist performing their song. A narrative video tells the story, our video has some narrative aspects in it so that the images/footage is related to the lyrics.

Genre Theory

The genre of our music video was electro/techno.
We followed alot of the conventions for a typical electro video. We used lots of bright colours by using the effects. We used a green screen ebcause it allowed us to change the colours again and add different pattterns to the video which is often done in techno music videos.
We also had a lot of jump cuts in our video which matched the beat of our song. We had seen this done in oher music videos which is where we got the idea from.
Another convention we followed was the style of outfits we used. After watching alot of music videos done by Example, we noted how he dressed (bright colours and a retro style). The boys imitated some of his style in our video.
the genre also allows for alot of vibrant colouring, we notcied this and used bright colors as much as possible throughout the video.

quizzzzzzz

What does Katie Wales say genre is?

Intertextual context

What does David Buckingham say genre is?

A constant process of negotiation and change

OUR FINDINGS

Today we found out about

the background to genre theories and that there are niche genres also. there a specific codes and conventions that give a text a genre. there are many theorist all with here own take on genre.

Genre Theory Analysis

As a concept, genre needs to be applied in terms of musical genres e.g. pop,rock, in relation to music videos.

Wales statement 'genre is... an intertextual concept' , which is applicable in music videos and even more so than film or television. Wales' suggests that genre exists in relation between mediums as apposed to the text itself. In our music video production, after research into the artist image, target audience and previous music video, we used references to the artist or other conventions that would be recognisable within that genre to the target audience. For example the artists image: costume,make-up and props, established the genre because this is how the artist is usually represented and therefore the target audience familiarize with her.

analysis of own product (genre theory)

The genre of our music video was pop rock and in that we used bright colours to help represent the youthfulness and the energy of the young band. We tried to get across to the audience christian metz's theory that genres go through stages: the experimental/ the classic/ the parody/ the deconstruction.

Using Genre To Describe Our Music Video

Our music video's genre would have been described as "trip-hop". Trip -hop is a reasonably new genre of music which was established in the mid-1990s and is a combination of electro and house music.
This genre of music video does not really have any set conventions, as it is quite experimental and is not generally seen as mainstream.

Trip hop is a music genre consisting of downtempo electronic music. It began in the mid-1990s, growing out of England's hip hop and house scenes, including that of the Bristol underground. It has been described as "Europe's alternative choice in the second half of the '90s", and a fusion "of Hip-Hop and Electronica until neither genre is recognizable."


This is is best illustrated by the fact that existing trip hop videos are all very unique and individual, with little to no connecting conventions.

The trip-hop genre perhaps fits best into David Buckingham's theory of genre is;
"Genre is not simply given by the culture, rather, it is in a constant process of negotiation and change"