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Dyer's Utopian Theory is linked with the uses and gratification theory that audiences consume media products with a clear set of pleasures to draw from that experience. Dyer expresses the Utopian Theory as a gratification that allows escapism from people's real lives he sees reality as full of negatives and unfufillment whilst the mediated world represents a hopeful which to escape. Audience experience reality and turn to the utopian solution. When they feel exhausted that look for energy, when they feel dreariness they long for intensity. Suggesting the main part a media institution plays in the audience life.

So collectively these media worlds that audiences delve into offer a Utopian effect. Whilst the audience are under the illusion that media is there for profit it still in doing so offers audiences a glimpses of a world they relish but may never experience.

HOWEVER...

Related Dyer's point to my music video, it can be argued that my music video offers a sense of relation to my target audience. Some members of my taggert audience may find the narrative and meaning of my music video relatable instead of looking for a utopia. This way my target audience are drawn to discussion on the meaning of my music video. How it relates to their life and how it makes them feel. Due to the popularity of the track this will also suggest that my music video will reach much publicity to the audience it is targeted at.

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When my audience watches my music video they will want to gratify a need, seeking the message of the media and interpreting an idea. My target audience are well educated and are most likely to understand the message of my music video. They will feel a sense of surveillance, feeling better knowing what is going on the the wider societies around them. My music video involves controversy and the potential to rise arguments and questions between my target audience. This suggests how my music video may gratify my target audience. My target audience will use the message of my music video into discussion.

My music video involves 3 types of characters. The first a cross dresser, the second a miserable city worker and a housewife. Audience look for personal identity when watching music videos. Members from my target audience may be able to relate to the depressing feeling of committing to work on a train each day, or putting up with never ending housework and miserable spouses. Therefor some of my characters will relate to my target audience, as my audience will feel as if a character represents themselves and share a perspective. My audience may also be drawn to my music video, as consuming media products helps escapism, diverting away from their own lives, generally to make themselves feel better and entertained.

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The occupation of my target audience involves commuting to cities like London and other business focused locations. I am going to film my music video in London at places such as tower bridge to relate to the occupation of my target audience. I will include actors who are of the same age range of my target audience including my performer.

I feel that due to the popularity of the Doors my target audience will be wide and include youthful adults who have just started white collar occupations. My target audience are likely to work in Cities such as London, and Edinburgh. Cities that are popular for business and law occupations which my tagert audience will be interested in. They will be familiar with locations such as Moorgate, Shoreditch and London Bridge as this is where the most co operate occupations take place.

Due to the position of my target audience's employment they may be earning a salary of more than 30, 000 a year. This justifies that my target audience are part of the ABC1 dempgraphic.

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My target audience ranges from ages 35 54. This is due to the popularity of the song that I am using makes my target audience wider and listened to by more generations. My target audience will listen to music like Pink Floyd, Madonna and Fleetwood Mac. Therefor they will be interested in music from a certain era. My target audience will listen to music out of pleasure and not style or image. They will be concerned about the instrumental and emotional side to music, and may look into the emotional meaning. After looking intothe idea of my music video, i feel that my target audience will approve as it focuses on societal reacion and labelling. The narrative of my music video may appeal to those who have a specific interest in sociology and our society.

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The demographic trend of my music video is towards the older generation. Mostly middle age population who are of higher classes.The demographic of my target audience relates to ABC1 groupings. This includes the higher paid population who work in professions. Statistics reveal that the past few years have seen a steady increase in the number of adults who fall in the A, B and C1 socio-economic group. This can be attributed to various factors such as the changes in the economic conditions, rise in educational opportunities and changing employment patterns across the globe. All these factors have resulted in a shift of focus from the traditional ‘blue collar’ jobs to those in the ‘knowledge professions.’ Therefore my target audience will be educated enough to understand the meaning of my music video and can see the irony that I have created. My music video will include people from the city commuting to their jobs in London. There for my audience will be able to relate to the nature and shots of the music video. Where as the younger generations might not.