Research and Planning: Audiences

We have intended to entertain the audience of our coursework. We have researched similar music videos in this genre to ensure we do entertain the audience.
Using McQuail's theory of Uses and Gratification our audience will consume our product for Personal Identity as they are likely to relate to the narrative. Also, they may consume our video for Personal Relationships as our video follows the conventions of other "indie" music videos they are likely to like being part of this group. They will also use our product for Escapism/ Diversion as the main reason is to entertain. Our audiences are likley to watch our video and maybe pass on to others in their group.
Flew points out that the internet is different because it allows interaction through media 2.0. This makes viral marketing more likely and easier. Usually a big Youtube hit is likely to be funny or unforgettable or very entertaining. This makes people want to pass it on to be involved in groups and can know new products. This may happen to our video as people can relate to the story line and our audience may find the performance entertaining however our video isn't funny so it is less likely to go through viral marketing alot.
Morley suggested audiences are active and can have views on the values of a text. They could have a preferred reading which is where they understand and accept the values of the text. They could have a oppositional reading where they understand and reject the values of the media text. They could have a negotiated reading where they understand the values and accept them in general but adapt their reading to fit in with past experiences and interest. Our audience is likely to have the preferred reading as we are aiming to the "indie" audience. However, a more mainstream audience may have an oppositional reading as they know and prefer more "star image" and wouldn't enjoy live performance and narrative.
Ang states that "Audiencehood is becoming an even more multifaceted, fragmented and diversified repertoire of practices and experiences". This means people can watch different things at different times due to new technology. Our video is aimed at the "indie" audience however it is not completely niche therefore others are likely to enjoy it too.