Target Audience - My Ideal Consumer

Target Audience – My Ideal Consumer

Selena Russo is a 16 year old girl who has a big interest in the latest chart hits. She enjoys listening to artists like Jessie J, Nicki Minaj, Ariana Grande, Taylor Swift, Selena Gomez, Demi Lovato, Miley Cyrus and Katy Perry. She mostly buys her music online via iTunes or amazon. However, she occasionally purchases music from HMV. Her favourite colours are pale pinks, blues and purples. She also enjoys watching mainstream movies like ‘Frozen’, ‘Divergent’ and ‘Maleficent’. Selena Russo also enjoys reading books like ‘The Fault in Our Stars’, ‘Twilight’ and ‘The Hunger Games’. She also enjoys watching reality TV programmes like ‘The X Factor’, ‘Big Brother’ and ‘Made in Chelsea’.

She achieves average to above average grades at a state school. Her favourite subjects are English and Media. Selena currently has a part time job at ‘Topshop’ and earns about £60 a week. She spends the money she gets on the latest music, films and always leaves some money spare so she can buy her favourite music magazine.

Selena Russo lives in an average sized detached house, which is located in a town. Her parents are happily married and the family is in the lower middle class (C1). Her mother is a supervisor in a leading supermarket. Her father is a junior manager at a local business.

Selena Russo also likes to use social networking sites like ‘Twitter’ and ‘Facebook’. She has over 1,000 followers on Twitter and more than 600 friends on Facebook. Selena is fairly popular and has a close group of friends who share similar interests to her. However, Selena lacks self-confidence and uses music as a way to feel better about herself and to aspire to be like her confident role models (the artists she listens to). Her all-time favourite song is ‘Who Says’ by Selena Gomez & The Scene because it makes her feel better about herself.

Based on the theory by ‘Young and Rubicam’, Selena Russo fits into the category of ‘The Mainstream’ – “These are people who live in the world of the domestic and the everyday. A daily routine is fundamental to the way they live their lives. Their life choices are ‘we’ rather than ‘me’. As their name implies, they are the mainstream of society. They are the largest group of people within 4Cs across the world. They respond to big established brands, to ‘family’ brands and to offers of value for money. Their core need in life is for security”.

Based on the theory of gratifications and uses by ‘Blumler and Katz’, Selena Russo reads magazines for personal identity, surveillance and to be entertained.  

Audience Questionnaire Results

I created a survey on SurveyMonkey asking my audience 10 questions. Here are the results I got:

 For this question, there was 16 responses: 6 people said Selena Gomez,  3 people said Ariana Grande, 3 People said Taylor Swift and 1 person said Nicki Minaj, Guns and Roses, Carrie Underwood and Nick Jonas.

Maslow's Hierachy of Needs

1. Transcendence

2. Self-actualization

3. Aesthetic Needs

4. Need to Know and Understand

5. Esteem Needs

6. Belongingness and love needs

7. Safety needs

8. Pyschological needs



Laura Mulvey - The Male Gaze Theory

Laura Mulvey

The Male Gaze Theory – The camera is a heterosexual male. The camera can be accused of objectifying women. Some feminist theory states that women only exist as a metonym. This is backed up by the male gaze theory.  It is only classed as the male gaze theory if the features of a woman are highlighted via slow motion, deliberate camera movements and cuts.  The theory suggests that women cannot view a film unless it is from a male’s point of view (this is backed up by only 16% of ‘media creators’ being female).

Source: http://www.slideshare.net/christimothy12/laura-mulvey-the-male-gaze-26381318

Picture Analysis

Picture Analysis

Group shots, at home, live shots

Live shots – similar to impromptu shots

Vs.

Posed shots (e.g. photo shoots) – where the cameraman directs the talent – can also include use of props. Mise-en-scene is important (everything that can be seen in the shot). Mise-en-scene includes things like lighting, body position, facial expressions, clothing, props, proxemics (anything that is close) and camera angles (Also important).   

Advantages:

·         You can manipulate the model (can get them to do what you want)

·         Guaranteed a good shot

Disadvantages:

·         Can look too forced

·         Time consuming

·         Can be expensive

·         You have to turn up with a lot of equipment (camera equipment, make up, props

Vs.

 Impromptu shots - shots where you don’t plan anything

Advantages:

·         Can get more personality and feeling from the model/talent

Disadvantages:

·         Can’t direct them, won’t turn out as you want it to

·         Harder to manipulate the model (can’t control them)

Camera Angles



Magazine Mood Board

Pixlr Session and Hyper-Reality

  After            Before

Today I learned how to use 'Pixlr' - I used it to edit this photo of Selena Gomez. I used hue and saturation to edit the colours of her hair, lips, bracelet and top. 

Hyper-reality is the boundary that blurs reality from fake. Hyper-reality makes young teenage girls to aspire to be like models that don't really exist. Having these hyper-realisations of women and men is a dangerous thing as it sets impossible aspirations for people.  

Vibe Magazine Deconstruction

The masthead of the magazine says ‘VIBE’ is an orange font. The colour orange connotes enthusiasm, creativity, determination and success. These connotations all relate to the genre of the magazine: Hip Hop/Rap. This suggests that people in the rap industry have to be determined to be successful. The centre of visual interest is of Nicki Minaj and she also has orange hair. This suggests that she is enthusiastic, creative, determined and successful. Minaj is also wearing a crown, which suggests she is music royalty, and is superior to everyone else. She has her hands placed on her hips, which gives connotations that she means business and has attitude. Minaj is also glancing at the reader in quite an evil way, which could suggest that she is not a very nice person. The caption that relates to the main image is ‘NOTORIOUS K.I.N.G.’; this suggests that Minaj is known for acting superior and diva-like. The font is also looks like it has been written by hand which suggests that the magazine is informal which fits into the genre of the magazine well. In one of the sell lines it reads, ’13 way to dress like a man, son!’ this is also quite informal as it uses slang. This also relates to the magazine’s genre and target audience, as they are most likely to use slang words whilst speaking. The number 13 is stereotypically seen as unlucky which suggests that the magazine is rebellious and upfront as they are using numbers that most people see negatively. In the sky line, it reads ‘purple suits, white kicks and a $30k dress’ which connotes that the magazine is quite strange and unique as they are mentioning types of clothing that are quite out there and urban. In other sell lines, things like ‘WHY IS DRAKE SO ANGRY?’ and ‘KAYNE’S KILT’ are mentioned. These both include popular rap artist’s which suggests that they are likely to draw in readers due to them being mentioned. ‘Kanye’s Kilt’ also uses alliteration, which is an effective technique that could intrigue the reader as not much is revealed. The background of the magazine is in white, which connotes purity, innocence, positivity and faith. This contradicts most of the messages given on the magazine, as rap artists are usually anything but pure and innocent. However, a lot of rap artists are quite holy which suggests that the magazine is quite respectful of God. The background also makes the main image stand out which emphasizes Nicki Minaj’s importance. 

Billboard Magazine Deconstruction

The main headline on the page says ‘SELENA GOMEZ’. It is written in a pink font, which connotes that the magazine is quite girly. It could also suggest that the magazine supports feminism. As the text is in block capitals, it could also show that ‘Selena Gomez’ is very important and is the main topic of the magazine. The main image is the centre of visual interest. As Gomez’s arms are open and not closed, it could suggest that she is going to reveal a lot of information inside and not keep much things secret. This will draw the reader in, as they know that they will gain knowledge about her. Gomez is also making direct address with the reader, which suggests that she wants them to be involved and feel connected with her. However, this could also make the reader feel uncomfortable as they may feel like they are being stared at. Gomez is wearing quite an angelic outfit, which could suggest that she is perfect, superior and that a lot of people look up to her like a ‘God-like’ figure.  Gomez’s white outfit could also signify purity, which could lead to further connotations of her being innocent (her face also looks very youthful). The long, chain earrings she is wearing also give an oriental vibe. This connotation is developed further when you look at the eye makeup she is wearing – it is very dark and pointed. This oriental vibe could resemble a Geisha, however, as Gomez looks innocent, the Geisha feel fades away as they are usually quite provocative where as Gomez is not.  The background looks like an image that is taken from out of space. This connotes that Selena Gomez is ‘out of this world’ but it could also suggest that she is quite strange, as aliens are believed to exist in space. The hints of purple connote that Gomez has a luxurious life and that the magazine is a luxury to their consumers.  The ‘spacey’ background also relates to ‘STARS DANCE’, which is also mentioned on the cover. Gomez is also standing in front of ‘billboard’, which suggests that she is more important than the magazine itself. As ‘billboard’ is in white, it also connotes (like the main image) innocence and purity. This suggests that it is suitable for readers of all ages.  The caption underneath the image says ‘IF U READY…COME AND GET IT’; this makes the magazine lose its formality as they use slang. This is also quite sexual which goes against the tone that the rest of the magazine has created. 

Uses & Gratifications

Media that you passively consume:

·      A book

·      Advertisements

·      Older TV programmes

·      Soaps

·      News (older)

Media that you actively consume (interacts with the reader, viewer etc.):

·      Facebook (social networks)

·      Newspapers (as they include interactive elements e.g. Puzzles)

·      Reality TV Shows (e.g. The X Factor, Big Brother)

·      News (modern)

Technology and consumer interaction is growing and developing exponentially. This is turning traditional, passive consumers into more active consumers.

Blumler and Katz – put together a media proposal that we consume lots of different texts for many reasons (uses and gratifications).

1.     Information and surveillance/Learning

2.     As you can relate to it/personal identity – different things interest different people. The readers aspire to be like the cover stars (particularly true in rap and metal) (Pop magazines- the readers (usually young girls) want to have/be with the cover star)

3.     Personal/relationship issues - social interaction

4.     To be diverted from reality/entertained (drifting off into fantasy world- escapism)