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 does the audience interpret the representation within music videos? (10 marks)

Audiences interpret the representation in the vamps as exclusive to white heterosexuals. In the music video, the cast is all white, conforming to the dominant representation that white people are powerful and in control. This is the message that is displayed by the producer but many of the audience will interpret this as an oppositional reading, completely rejecting the message.

However in Little Mix music video the representation id inclusive of all races, religions and ethnicities. The cast ad the band is made up of a mixture of races and ethnicities. As none of the range of diverse cast has more screen time than another illustrates to the audience that they are all equal neglecting the stereotype that white people are more powerful.

How do audiences use music videos to construct their identity? (10 marks)

In little mix music video audiences aged 12-16 may use the transformation from geeks to popular students to construct their identity. In the video, this transformation takes place due to magic. However, in real life, the target audience can adopt little mix's changes to themselves easily, for example changing their outfits and wearing makeup.

As the vamps have the same target audience (girls aged 12-16) they can use the girls in the vidoe to construct their identity. For example, the girls dancing on the beach are all wearing bikinis and are all tall and slim. The audience may fall under the pressure of body image and the idea o the 'perfect body', producing a negative representation.