Audience

Demographic - age, gender, race, ethnicity, location, spending power

Target audience - Little Mix 'Black Magic':
-Girls aged between 12-16 - UK and America
-Mixed ethnicity
-All races
-Parents pay for the albums, tracks, merch, tour tickets (can access for free on YT, Spotify, Apple music)

Target audience - The Vamps 'Somebody to you':
-Girls aged between 12-16 - UK and America
-White ethnicities
-White race - through the representation within the video
-Parents pay for the albums, tracks, merch, tour tickets (can access for free on YT, Spotify, Apple music)

Social and cultural differences -> Audience interpretation:

-Some may want to change fashion choices -> Excluded - religion (cant change appearance)
-Some may have been bullied -> To stop being bullied you have to dress in a sexual way
-Some may be in love/fancy someone -> They may think they have to change for this
-Some may be identified as popular -> Portrayed as bullies
-Some may identify themselves as geeks -> They are not bullies. Positive representation
-Some may have a teacher who is a parent -> Could be embarrassed because of a boring parent
-Groups of friends on a beach -> Relate to the messages within the music video. Agree
-Girls in bikinis on a beach -> Pressure of body image
-Mixed races -> Excluded
-Girls getting the attention of the boys -> Boys will only like you if you act and dress a certain way.


Reception theory
Preferred reading - Audience accept the intended messages from the producer

• Audiences believe that Little Mix can perform magic and can have the  power to help people
• Audiences believe that The Vamps are cool, happy and can get any girl they want to.

Negotiated reading - Audiences partly accept, partly reject the messages intended by the producer.

• Audiences may not be interested in either celebrity so do not watch the video, but enjoy the music.

Oppositional reading - Audiences completely reject the message intended by the producer.

• Audiences may not value little mix/the vamps
• Audience completely disagree with the stereotypical characters

How do audiences use music videos to construct their identity? 

The target audience for The Vamps 'Somebody to you' (STY) and Little Mix's (LM) 'Black Magic' (BM) is mainly girls ages 12-16 who can construct their identiy through their music videos. For example in BM the main artists are represented at weak and geeky at the begging of the video and then with the use of magic they transform into popular and beautiful. There outifts transformed from raggliy and dull to pretty and bright making them the centre of attention. People in the audeince could change their apparence or the way they look in order to become 'popular' as thats what LM did.

In STY there are girls having fun on the beach. They are wearing bikinis to show off their slim figure and the boys want them. This could influence the girls audience to get the 'perfect' figure  in order to impress boys. 

How do audiences interpret the representations within the music videos?

Audiences interpret the representations in LM as inclusive to all races and ethnicities. The main girl group has both white and black races. The cast includes Asian, white and African ethnicities who are all equal. No one is more dominant then the other and everyone is good which therefore challenges all the negative stereotypes. For example, the 'geek' is a whote male which could go again the typical indian geek stereotype. 

Audience interpret the representations in STY as inclusive to only white races. There are only white members present in the video such as all of the band members and all of the girls they are trying to impress. This will leave the effect on the audience that they are not accepted in society because of their race/ethnicity and may stop them from wanting to do things.