Audience Targeting of my video

The demographic group that will make up my target audience is females between the ages of 16 and 20, mainly because that is her own age group and makes her a more relateable character than that of somebody like Janet Jackson. It will appeal to them because it will fulfil their diversion needs, with the possibility of also fulfilling identity and relationship needs, if I were to reference Blumler & McQuail’s Uses and Gratifications theory. This is because the story of the song and video is a girl pining over a loved one of which she lost after making a mistake. Many girls of this age could potentially relate to this character, and may learn both how to respond to the situation and potentially find an answer, or at least deter them from making the same mistake.

The social economic status may play a role on audiences, as the star herself is from a working class background.

Sexuality and ethnicity hold little relevance to this product, but the protagonist is a white heterosexual female. Otherwise would appeal to mainstream audiences due to the song being of a pop genre and psychographically, would appeal to people interested in romance or more personal issues.

Audiences using this medium are likely to be passive, as the video is but trivial entertainment designed to allow the viewer to empathise with the character opposed to spread propaganda or a belief, however when they use the website they may use it to gain information, thus making them active. This would satisfy a surveillance need.