Gender – both males and females are the target audience for my music video. Although, it will reach out to each gender differently depending on what they both ‘want’ from the media text. This is because the results from my research suggest both genders have an audience for this music genre, but they find out about the artist in different ways.
Social Class/occupation – although the majority of the participants who like the music genre were not in full-time employment, many of their aspirations were to go to university; the results suggest that the target audience could be in the C1 or C2 category in the social demographic pyramid in the near future.
Age – 16 out of 20 of the females and 15 out of 20 males claim to like the music genre, all within two age categories, 15-18 and 19-25 years old (this also shows within youth culture, the genre is a mainstream audience rather than niche). From these results it can be inferred that the main age range for the target audience is 15 to 25 years old.
Race/culture – randomly selecting participants who were walking around Norwich city centre resulted in a cultural bias; the participants, both male and female, were all white/Caucasian and British. From this research it can be assumed that the results are true for this race/culture, but not for other races/cultures.
Other music genre interests – for the male target audience is likely to be interested in Rock genre music, whereas the female target audience is likely to be interested in Pop genre music. It is important that the music video and digi-pack for the artist reaches out to both of these audiences equally.
Preferred methods of hearing about artists – for the male target audience the things that attract them to certain music most are word of mouth (the most important), then advertisements, then music videos, then finally attractiveness of the artist. For the female target audience the things that attract them to certain music is attractiveness of the artist (the most important) followed by advertisements, word of mouth and music videos all equally. This means the music video and digi-pack will need to attract both of these target audiences, but in different ways.
Methods of consuming music – the methods of which this target audience consume their music are approximately equal between genders. These methods are by CDs, YouTube, Limewire, Mp3 and computer.
Evaluation of Methodology:
To collect this data I chose to use a questionnaire; this enabled me to use closed questions in order to gather a range of quantitative data. The benefit of using a method which gives you quantitative rather than qualitative data meant that my results could be shown as statistics and be easily compared and generalised on to an audience/population.
I chose to use ‘pie charts’ to present my data as they can be used to compare the results within the same pie chart, as well as being easily compared to other pie charts (e.g. comparing a pie chart of male results with a pie chart of female results, to show any differences and similarities.) Also, from the pie charts I was able to analyse the data into a document for presentation.
To help avoid demand-characteristics from the participants I made the questionnaires anonymous; this way the participants don’t feel the need to be untruthful about their answers.
To avoid getting bias results I chose to pick my participants randomly, but still have the same amount of each sex so that they can be compared. Having random participants meant not taking participants that are all friends or are all the same age; this means that the results are likely to be less bias, and therefore more reliable and generalisable to a population.
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