Audience

Audience

1. Primary audience demographics/psychographics

   • Politically aware
   • Active
   • Critical
   • Rebellious
   • Subverting of stereotypes
   • Non-white
   • Young
   • BC1C2 Income bracket
   • Male and Female - there is more focus on ethnicity than there is on gender.

2. Uses and gratifications

   • Surveillance - to become aware of the prejudice go Black American people. To stay politically aware. e.g. DT, lynching, police brutality - Black Lives Matter.
   • Personal identity - to adapt own identity using the video's messages about race.
   • Not used for escapism as it is realistic. However, the end could be seen as escapist because it's idealistic.
   • Personal relationships - community feel of the removal of stereotypes from non-whites.

3. Hall's reception theory

   • Preferred: aware of the political issues and prejudice towards black people. American history coming around into modern society.
   • Negotiated: believing that not all of America is racist. Realising there are issues of race but emphasising the extent.
   • Oppositional: the video is exaggerating and sensationalising America's racism and is posing unrealistic criticism to the audience.