Make sure you take a copy of your Class Case Study slideshare first of all and rename it as your own. You can then thin it down and delete ones you don’t like. Or redesign slides etc.
All the instructions and templates are on the blog but listen carefully to Mrs Cobb’s outline and explanation.
Remember to use examples from across the Class Case Study Slideshare, Anima and the Voicethread Sandbox recording or pdf.
The section of the exam is called ‘Audiences & Institutions’.
Much of the case study work we have done so far has been about institutions: conglomerates, major labels, indie labels and even DIY artists can be described as ‘institutions’.
However, there are a number of key ideas you need to understand about audiences & it is key that you mention audience, their behaviour & expectations in your explanations & essays.
One of the questions might be about audience behaviour so you must be able to talk about your own experiences of consuming and making music (if appropriate) and how you are ‘typical’ of the average music listener nowadays. It might be easier to adopt an approach that shows how you are easily consumed, attracted by the Big 3 to their marketing, image focused approach but also that you enjoy finding, following and listening to less synthetically produced material in the form of indie artists and can much more easily find this type of music because of Digital Technology and more importantly, they can more easily find you!
This short video covers many useful concepts regarding different audience theories. It uses terms slightly differently from those we have taught you and also focuses on video games rather than music, but it is a really good refresher.
The slideshare/collage is in classroom to complete but here is the screen castify to explain the task. It also describes, explains what Exchange and Exhibition is all about in the Music Industry.
Hi, well done to all of you for keeping on top of this – we recognise it is not easy for some of you but we are impressed with the majority response to the work online.
This is the outline for this week in case you want to plan the way ahead. All posts will be on classroom and some resources will be copied onto the blog too, to ensure that you know what to do. We will also set overviews on MILK. Don’t forget to amend the blog league so that your teachers can keep on top of what you are doing.
In order to create a magazine for a specific audience you should understand what makes them tick, especially what reasons they might have for investing their time and money in your magazine.
A couple of theorists who considered this were Blumler & Katz, who suggested that there were four reasons collectively known as Uses and Gratification. Their theory describes an active audience and suggested four reasons for people to actively seek out and consume media:
| Information | Self education to suit personal needs; advice on practical matters; information on events or issues of personal interest; curiosity or general interest |
| Personal Identity | Media reinforces personal values; models of behavior; content explored to challenge, adjust or affirm sense of self |
| Social Interaction | Identify with others to gain a sense of belonging; find basis for real life interactions; substitute for real life relationships |
| Entertainment | Escape; diversion; emotional release; filling time; aesthetic enjoyment |
Below is a slideshow on Stuart Hall and his ‘Reception Theory’. Consider what he says about audience. He argues that an audience decode a media text through the filter of several things:
Here is the Theory Booklet with all of Hall’s ideas on Pages 11 and 12.
So…what am I supposed to do with all this theory?
I have decided to make a magazine similar to Kerrang.
Of course I had to understand my audience and what media they consume and use this information to give me ideas for my inspiration search.
I looked at a number of back issues of Kerrang and used YouGov for artists that appeared on those front pages. I took snips of their audience’s demographics and their media consumption, particularly the other musicians/ artists / bands which cropped up. Here is my research on my audience and what media they’re into.
Here is a handout we gave you earlier this year which describes different audience groups / communities which is helpful in reaching some conclusions about their values, attitudes and beliefs, and how to describe their communities and social groups.
Use Google slides to design a profile for your target audience which they might upload to a dating site. You may want to use someone you know to model the profile on – although don’t use their name or photo!
Give your ideal audience an image, name, gender, relationship status, groups, status, likes, dislikes…all of this should be through the filter of music and should help describe your audience profile. Make it as detailed as possible – why not consider someone you know (do not actually use them) who likes the music, is a fan of that music/band and use them as inspiration.
YOU MUST ALSO USE THIS WEBSITE: yougov.co.uk and mention it in your introduction or even better, take a snipping tool screen shot of the profile target audience for your performer.
‘Preferred reading, encode, decode, oppositional reading, demographics, psychographics, cultural experience, uses and gratification, target audience, producer, target audience, entertainment, education, social interaction and personal identity etc.