Level 2 Media Studies:
‘Audience’ –
Examination Feedback
You have a pretty good fundamental
knowledge of the media product and its
contents. Well done!
Our understandings of how these contents
appeal to the target audience, our use of
specific detail and implications are all still
developing. That’s okay. We all have work
to do and enough time to do it in.
So, let’s get started… Here are a few things
most of us could improve upon:
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Structure
Introductions
Describing the media product
Describing the target audience
Using the key words of the question
Including specific evidence of each aspect
Describing in depth HOW the aspect connects to the
target audience.
Explaining implications rather than listing details
Incorporating sophisticated class notes
Improving expression and vocabulary choice
STRUCTURE:
1. Describe the Media Product
2. Describe the Target Audience
3. Describe aspect one – explain how this
aspect connects to the target audience
4. Describe aspect two - explain how this
aspect connects to the target audience
5. Explain the implications of Glee on the
target audience and the entertainment
industry as a whole.
Our Introductions:
•
•
•
outline the scope of the essay:
Describe the media product in detail
State
the we
types
that
be
The
media product
studiedof
this aspects
year is Glee. Glee
is an you’ll
American musical
comedy-drama series. It was released on American television in 2009 and is now in
referring to (eg internal)
its fourth season. Glee is set at the fictional William McKinley High School in Lima,
It focuses on
the high school
glee club the
New Directions
competing
on the show
• Ohio.
Aspects
which
connect
media
product
to the
choir competition circuit, while its members deal with relationships, sexuality and
target
audience
eg.
characters,
issues,
music
social
issues. The
initial main cast
encompassed
club director
and Spanish
teacher
Will Schuster, cheerleading coach Sue Sylvester, guidance counsellor Emma Pillsbury,
• Will's
You
alsoclubadd
some
interesting
wifecould
Terri, and eight
members.
Producer
Ryan Murphy hasmaterial
said that he
intended the show to be a form of escapism. "There's so much on the air right now
such as weekly viewership (approx. 10 million
about people with guns, or sci-fi, or lawyers running around. This is a different
genre,
there's nothing
like
it on thein
air at
the networks
and cable.
Everything's
so
viewers
per
week
the
United
States)
or
how
dark in the world right now". Murphy intended to make a family show to appeal to
adults
as wellseasons
as children, with
equally alongside
many
itadult
hascharacters
beenstarring
running
(4) orthe
teenage leads. Internal appeal techniques used in this media product to connect to
thewhere/when
target audience are theit
usescreens
of characters in
and NZ.
ensemble cast, music and issues.
( Wednesday 7:30 on Four)
Paragraph 2:Define the target audience:
• 10-39 year old males and females
• As television
NOT YOUNG
HOPEFULS!
(Thispurpose
is how
they
are
programmes are
created for a commercial
they are
not valued
for their artistic value but rather for their sale-ability or viability in terms of
grouped or identified)
generating ratings. To achieve these ratings media products are often designed with
audience
in mind.
The more
a media group,
producer canaknow
about an audience,
• athetarget
And
within
that
target
special
better that audience can be targeted. Advertisers and media producers believe
thatemphasis
consumers can beupon
sorted into
groups with common
characteristics. The way
teenagers
(particularly
audiences are identified and grouped according to isolating characteristics is known
female),This
teachers,
young
couples
andincome,
young
as demographics.
includes aspects
such as age,
gender, ethnicity,
occupation, religious views and education. The target audience for Glee is young
and music
general.
menparents
and women, between
the ages oflovers
10 and 39. in
More
specifically the show is
towards high school
students,
teachers, young audience
couples or families,
and music
• aimed
Mention
that
the
intended
was
lovers. This can be seen by the way Glee uses humour, characters (ensemble cast),
special
guests, music, and
also in to
the types
of issuesaraised
in each
episode.
This and
extremely
large
ensure
wide
fan
base
target audience has changed over time as it has become evident that the show is
secure
high
Ratings
effect
largely
more popular
withratings.
the teen age group
rather than
adults. profit.
BODY PARAGRAPHS:
• Always begin with a topic sentence and key
words that reveal the scope of your paragraph
• e.g. ‘The first aspect used to connect the Glee to
its target audience is the internal appeal of
Characters and ensemble cast…
• Then introduce them:
• e.g. Rachel Berry is a talented, driven 15 year
old (?), who in her eyes is destined for fame,
and somewhat of a social outcast.
• Then go on to describe the characters in
specific depth. This is vital.
• Refer to the specific episode where they
did something typical to their behaviour eg
Rachel acts like a prima donna in Episode 1
when…, Puck bullies someone in
Episode…because…, Will gives up on his
dreams when…
• THEN…Link that character to the target
audience and say why they appeal to that
audience.
ISSUES:
When discussing Issues, make sure you are not just
describing how those issues are dealt with on the show
(go into specific detail- reference events in episodes),
but link them to the audience in depth.
For example, the audience will identify with
issues/characters and tune in to see how they deal with
their issues for possibly:
~ reassurance that the issue can be dealt with
~ security in knowing that not only they are facing that
issue
~ implied advice about how to deal with that issue
themselves
Arguably, shows like Glee are
raising awareness of these issues
and presenting them in a manner
which allows the audience to see
these people as ‘normal’ or similar
to themselves. This can lead to
acceptance and tolerance of
people in their lives.
Music:
Discuss the use of specific songs- their titles, artists, genres, dates
released, sources (eg the name of the show/film/musical they’re
from) – and the part of the audience they are targeted towards/
why the audience would respond to them.
Discuss why they have been used at that particular point, e.g. to
reveal character/ thematically/ narratively.
Discuss the television show’s commitment to introducing its
audience to music, new and old.
Introduce the implication of how Glee has become a successful
marketing platform for music companies wanting to launch new
music. And how Glee has successfully sold millions of their own
cover albums, making Glee an important player in the music
industry.
Implications:
Programming renewalInto its 4th Season
First season extended from 13 to 24(?) episodes based on its
success
Attraction of celebrity guests
Identity forming - Gleeks (leading to expansion of franchise into
different media)
Merchandising to affirm identity (also free advertising/promotion
Fandoms on Tumblr, Groups on Facebook – allow producers
personal access to fans
The Glee Project giving fans an opportunity to be part of the show
Downloads on iTunes (both of originals and Glee versions of songs)
DVD sets and Glee Concert Movie
Level 2 Media Studies:
‘Audience’ –
REVISION KEY POINTS
ESSAY STRUCTURE
1.
2.
3.
4.
5.
Describe the Media Product
Describe the Target Audience
Describe aspect one – explain how this aspect
connects to the target audience
Describe aspect two - explain how this aspect
connects to the target audience
Explain the implications of Glee on the target
audience and the entertainment industry as a
whole.
DESCRIBE THE MEDIA PRODUCT
• Glee is an American musical comedy-drama series.
• It was released on American television in 2009 and is
now in its fourth season.
• Glee is set at the fictional William McKinley High
School in Lima, Ohio.
• It focuses on the high school glee club New Directions
competing on the show choir competition circuit, while
its members deal with relationships, sexuality and
social issues.
• Producer Ryan Murphy intended to make a family show
to appeal to adults as well as children.
DESCRIBE THE TARGET AUDIENCE
• As television programmes are created for a commercial purpose
they are not valued for their artistic value but rather for their saleability or viability in terms of generating ratings.
• To achieve these ratings media products are often designed with a
target audience in mind. The more a media producer can know
about an audience, the better that audience can be targeted.
• The target audience for Glee is young men and women, between
the ages of 10 and 39.
• More specifically the show is aimed towards high school students,
teachers, young couples or families, and music lovers.
• This can be seen by the way Glee uses internal appeal techniques
such as humour, characters (ensemble cast), special guests, music,
and also in the types of issues raised in each episode.
• Glee’s target audience has changed over time as it has become
evident that the show is largely more popular with the teen age
group rather than adults.
• It is important that media products reflect their target audience in
some manner in order for that target audience to be able to
identify with, enjoy and find benefit from that media product.
ASPECT 1: CHARACTERS
• Glee is a prime example of how an ensemble cast is used to build a
relationship with its target audience. This kind of casting is popular in
television series because it allows flexibility for writers to focus on
different characters and issues in different episodes.
• A range of characters is also important as it gives audiences a number of
characters and personalities to identify with and relate to in some way.
• These characters are important as audiences will recognise aspects of
their own personalities within these characters. Audiences can also then
identify with some of the experiences and struggles those characters
face.
• This forms an emotional connection between the audience and the
media product. Once this connection is formed it is likely the viewer will
continue watching the show as they have become emotionally invested
in the fate of the characters they have best identified with.
• Glee has a stereotypical demographic of the students in high schools
and does a good job showcasing main characters from different
race/ethnic, health, sexual orientation, and disability backgrounds. Glee
has a diverse cast which contains stereotyped characters such as the
gay, geek, popular cheerleader, jock and bad boy rebel. Kurt, Rachel,
Quinn and Finn are examples of these stereotypes.
ASPECT 2: MUSIC
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Writer Ryan Murphy wanted to maintain a balance between chart hits and show
tunes: “I want there to be something for everybody in every episode”.
In using a range of songs from different decades and genres the show ensures they
will appeal to a wide range of people, generate high ratings and be profitable.
In later seasons the music chosen changed to include a greater number of chart hits
in order to further appeal to a younger demographic.
Many musicians saw the show as an opportunity to revive their careers and sales
“They loved that this show was about optimism and young kids, for the most part,
reinterpreting their classics for a new audience."
Composer and musician Billy Joel offered many of his songs for use on the show, and
other artists have offered use of their songs for free.
A series of Glee soundtrack albums have been released through Columbia Records.
Songs featured on the show are available for digital download through iTunes up to
two weeks before new episodes air, and through other digital outlets and mobile
carriers a week later.
For the second season, the creators were offered listens of upcoming songs in
advance by publishers and record labels, with production occurring even before song
rights are cleared.
Glee has become a successful marketing platform for music companies wanting to
launch new music. It has successfully sold millions of their own cover albums, making
Glee an important player in the music industry.
ASPECT 3: ISSUES
• By dealing with issues and interests in the lives of their target
audiences, media producers reflect their attitudes, needs, wants,
and beliefs.
• This will encourage the target to tune into the programme on a
regular basis, as they see a ‘reflection’ of their own lives and
experiences on-screen.
• The audience will identify with issues the characters face and tune
in to see how they deal with their issues, possibly for reassurance
that the issue can be dealt with, security in knowing that not only
they are facing that issue or to gain advice about how to deal with
that issue themselves.
• Issues in Glee also change from season to season to reflect the
aging of the target audience and the type of issues they face at
different stages of their lives. The characters themselves age at the
same rate as the target audience.
• Issues range from relationship problems, bullying, teen pregnancy,
suicide, identity and acceptance to finding a place in the world,
relationship breakdowns, cheating, growing apart or being left
behind when friends/partners leave school.
IMPLICATIONS
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Media products such as ‘Glee’ have the ability of shaping the attitudes, beliefs and
behaviours of their target audience. The television programme ‘Glee’ has created many
implications for the audience and also the music industry and media industry as a
whole.
‘Glee’ clubs have been created in schools in New Zealand,
Songs which feature on ‘Glee’ have risen in charts and increased in sales. Rihanna’s
“Take a Bow” increased in sales by 189% after featuring on the show.
Glee has evolved from being simply a form of entertainment to an avenue for music
promotion and advertising. Music which appears on the show is almost guaranteed to
be successful.
Musicians are now using Glee to promote new unreleased singles to a mass audience.
Glee is helping bands remain successful and reach a widespread audience.
Glee has become a source of identification for its audience. Fans of ‘Glee’ have created
a portmanteau of the words “glee” and “geek.” They refer to themselves as “gleeks.”
Glee has opened up the television and entertainment industry up to a new genre
of musical-drama. It has made this genre acceptable and popular but also safe for
producers as there is now an established audience.
Glee has inspired the creation of other musical television dramas such as SMASH –
based on a the production of a musical about Marilyn Munroe.
Glee has also inspired the creation of musical films such as recently released Pitch
Perfect about an all female a capella group. This is clearly aimed at the high school
musical, Glee generation.
Season 4:
• Plot: Rachel has moved from Lima to New York in order to
attend NYADA. Kurt is living with Rachel and working at
the New York Vogue office.
• Finn has joined the army but is discharged after
accidentally firing a weapon into his own leg. When Finn
visits Rachel in New York, he feels as if he has no place in
the big apple, as well as questioning Rachel's budding
relationship with Brody.
• At the same time, Blaine travels to New York to try to get
his relationship with Kurt back on track.
• Back in Ohio, Santana surprises Brittany by visiting her,
and they are faced with the decision of breaking up due to
the strains of having a long distance relationship. Also,
Will and Emma start to quarrel over Will's new job in
Washington D.C.
Season 4: Changes in Character
• New characters have been introduced to replace
those characters that have left. The episodes shift
between New York and Lima, Ohio. This is largely to
retain the original target audience but also attract
new viewers. This is to replace the previous target
audience as they grow up and stop following the
show.
• New characters: Wade /‘Unique’, Marley, Jake, Kitty
Season 4: Changes in Special Guests
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Kate Hudson
Whoopi Goldberg
Sarah Jessica Parker
Demi Lovato
Season 4: Changes in Issues
• “What am I going to do with my life? I don't have my girl. I
don't have a job. I don't have a place in this world.”
• Brody: “I had a girlfriend back home when I started NYADA,
We lasted six weeks.”
Rachel: “That's not gonna happen to us! I'm not turning my
back on him.”
• “I went over to his place because I felt like Kurt was moving on
with his life and I wasn't a part of it.”
• “I feel more than I know how to express. I’m heartbroken. To
be honest, I don’t even know how we’re all supposed to move
forward.”
• The issues characters face reflect the stages they are at in life.
Just as their audience has aged and experience different
issues or challenges, so do the characters in Glee. Many of the
characters have to deal with concerns about their future and
leaving people behind once they have left highschool.
Season 4: Changes in Music
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Barely Breathing - Duncan Sheik 1996
Give your Heart a break – Demi Lovato 2012
Teenage Dream – Katie Perry 2010
Don’t Speak – No Doubt 1996
Mine – Taylor Swift 2010
The Scientist – Coldplay 2002
• Episodes from later seasons contain increasingly more
chart songs. This reflects the changing target audience
– the majority of people now watching the show are
teenagers rather than adults.
Cory Monteith – ‘The Quarterback’
• "The Quarterback" is the third episode of the fifth season of
the American musical television series Glee. It first aired in the
United States on October 10, 2013. The episode features the
death of character Finn Hudson, and a tribute to Finn and to
actor Cory Monteith, who died on July 13, 2013.
• Upon its initial airing, this episode was viewed by 7.40 million
American viewers and garnered a 2.9 rating in the 18–49 age
group. The total viewership and ratings for this episode were
up significantly from the previous episode. It was the show's
highest rating since September 20, 2012.
• All profits made from selling the music in this episode were
donated to one of Cory's favourite charities: Project Limelight.
• Ryan admits producing the episode, which airs in Australia on
Eleven on Friday, October 11, was a big responsibility – not only
in honouring Cory’s memory, but in reaching out to teens who
may never have lost someone.