Concept Of Audience

Concept Of AudienceSam Smith Im not the only oneInstitutional InformationArtist Sam SmithTrack Im Not The Only OneThe song has reached number three in the UK Singles Chart and number five on the Billboard Hot 100, his third top 10 in the U.S. and second as a solo artist.It was released in the United Kingdom as a digital download on 31 August 2014 as the fourth single from his debut studio album, In the Lonely Hour.The official music video for "I'm Not the Only One" was directed by Luke Monaghan. It was released to YouTube on 1 August 2014.

Primary Audience DemographicThe primary demographic for this artist and music video is 17-22 year olds. This is because the actors and the artists in this music video are of a similar age and therefore this age group are able to see similar characteristic in their personality.The gender demographic is likely to be white British females because as in our music video, the male is the lead singer. It also has a male and a female actor with the subject of love and betrayal which females will feel the emotions and be able to relate to the situations more than males, also linking to my production.The use of costume shows the male wearing a suit and tie and the female wearing a white dress. This shows sophistication and makes them look suave, which suggests high street fashion as it seems to be their wedding day, or maybe a high occupational job as the location shows them to have a pool in their garden which is expensive but they are still young.

Uses And GratificationAccording to Laswell media texts has functions for individuals and society. With the use of the genre, there is a correlation with the conventions used in this music video which are addressed to the satisfaction of its primary target demographic which has been identified. There is aspects of entertainment which will engage the audience to the narrative of the music video. This focuses more on the narrative and the visuals linking to the lyrics (Goodwins theory) to create a story of love and hate which is represented effectively. Even though the artist is British which indicates Britishness, the settings seem to represent the USA more than Britain. The grand house, the swimming pool, the 1950scostume worn by the female strongly references Douglas Sirks great melodramas of the 1950s for example Written On The Wind.This can widen the target audience because older viewers may recognise the tribute to Hollywood melodramas; in these films blonde super stars such as Lana Turner played characters who often wore evening clothing during the day in totally unrealistic Hollywood studio settings. Films about betrayal, mistaken identity etc, which some themes like betrayal relate to my own production. The explicit use of references to USA/Hollywood iconography in this music video potentially increases appeal o USA fans.Blulmer and Katz developed Laswells ides and stated that personal relationships with the emotions can help audiences identify with artists and see the narratives used as happening in their lives. Lots of people go through hard times in relationships and this music video expresses this. Also, the use of visuals of going out and drinking shows young adults relating to this as it is their prime to do this, identifying themselves with the characters involved.

Similar costume from in Written In The Wind (as seen left)Reception TheoryStuart Halls coding and decoding theory suggests that the text is encoded by the producer and then it is decoded by the reader. Depending on the individuals, there may be two different readings and interpretations of the same code. This code may be seen by young males and the man in the music video being the dominant one and seeing another woman behind his girlfriends back. He is having a good time and the female is vulnerable. Whereas a female reading would position herself in the perspective of the female.Using recognised coded and conventions and looking at audience expectations, the producers will be able to position the primary demographic and be able to create an amount of agreement on what is code means.