This is my research and analysis on the target audience types.

1. B Y L U C I A M A N C I N I
GENRE TARGET
AUDIENCE

2. RESEARCH ON SOAP OPERA’S AND
HARTLEY'S 7 SUBJECTIVES.
• The prime time soap opera are usually displayed are between 6:30, when Hollyoaks in on to 8:30,
when the last soap is aired; coronation street. These times are prime time for when audience are
watching T.V, this means a bigger mass of audience. This is usually the time when people are
winding down are enjoying dinner after work and children are home from education. This also
mean families can watch these soaps altogether.
• The 7 subjectives are made up of; age, ethnicity, gender, class, family, nation and self
(ambitions of the audience). Hartley's subjectives relate to the genre of a soap opera because
they are involved in most episodes. According to Hartley's theory the typical stereotype of the
audience for the soap opera would be most likely to be females. This is because they are
stereotypically at home in the day doing house work (private sphere)as oppose to a male who is
apart of the social sphere and goes to work. Despite this Hartley also suggest that males are
drawn into the soap opera because of the family life. It is common for families to sit down together
in front of the T.V. This therefore means both males and females can relate and even be drawn
into the individual characters. This is Katz gratification theory, whereby the audience can
personally connect to a certain character. For example males could potentially relate to the
masculine character whereas females relate to the motherly figures or typical school girl. Hartley
states is normally viewed be females 16-70 as they are commonly known to seek entertainment in
drama. Within the genre of a soap opera there is a variety of different ethnicities and social
classes. This then means a wide range of audience can relate the soap operas due to the
verisimilitude of the characters and the setting.

3. SOCIO- ECONOMIC NEEDS AND KATZ
USES AND GRATIFICATIONS THEORY
• Socio- Economic needs- The usual audience is apart of the E group according to the
socio. This is the economic needs for a soap opera that would be classed as C1. Tis is
because the majority of the characters in the soap opera genre are working class or young
adults. This is evident as they are normally seen either working in a small café, pub, market
or garage if not in education. This then categories them into the E group (C1) due to do
having a huge status or authority within society. To allude to this, the young adults or the
working class are then more likely to watch these soap, meaning audience can relate to the
issues portrayed.
• Katz’ uses the gratification theory –Katz suggest that the audience can gain a ‘Personal
relationship’ with the audience who share the same interest and ideas as the audience.
This allows The audience to relate to the characters and connect with their situations.
Essentially the audience then follow this particular character throughout the series and are
intrigued to carry on watching the soap opera. The characters can also have a huge impact
on the audience which is known as ‘personal identification’. For example the audience
may feel they that they need to behave in a particular way which make them the same
decisions as the characters would such as a young male influences other young male to
behave negatively perhaps join a gang. In contrast to this Katz gratification theory suggest
that the character and the multi stranded narrative can also teach and benefit the audience
because it signifies everyday and social issues. This gives the audience a insight on how to
potentially over a problem in their own life, and essentially allows them to escape their own
reality. Ultimately this means that it makes their lives seem easier and not as bad as some
of the characters in the soap opera.

4. MASLOW'S HIERARCHY OF NEEDS AND
PSYCHOGRAPHICS
• Maslow's Hierarchy of needs- The audiences of a soap opera may find themselves represented as
‘care givers’ due to them feeling a sense of sympathy with the individuals within the soap opera who they
can relate to (linking to Katz). In certain situations that the characters face, audience may be able to
relate the a similar situation their own lives which means they can understand what the characters is
going through and put themselves in their shoes. To add to this, some of the audience can consider
themselves as ‘ Explorers’ as they are often driven or influenced be the social change. This then explains
why some of the audience take what they have seen in the soap opera and apply it to real life situations.
This essentially makes them aware of social issues and potentially inspire them to change their own life
style. Subsequently, some of the audience may view them selves within the ‘survivors’ category. This
ultimately means that they want the security and the knowledge of knowing the characters are okay. For
example if one of the individuals in the soap opera are in danger and the audience feel they have a
connection with them, they are going to want them to return to safety. Therefore the audience are going
to want t watch on. Finally the rest of the audience are called ‘social climbers’ meaning they want the
best for the character and are drive by social status.
• Psychographics- This looks at how consumers of soap operas are influenced by certain characters and
their roles within the soap opera. Topics that are discussed in soap operas are usually about home life,
family and domestic tribulation (Rebecca Feasley). Female consumers are typically know to indulge in
these social issues as they can easily relate. According to Rebecca Feasley, women in particular can
understand These topics more and are therefore more likely to adapt their own life as they may feel
pressure to do so.

5. TARGET AUDIENCE: OUTLINE
• Age: Soap operas are aimed for ages over
16+ as they often address issues that are not
suitable for younger viewers to watch and
understand. This is another reason why soaps
are shown during the day as children will be at
school or late at night when they will be
asleep. Despite this there are some soap
operas which are targeted at families.
• Gender: According To Hartley stereotypically
the audience is targeted for females as males
are usually seen to have less emotion and this
is why it is thought that females have greater
appreciation for topics in soap operas. This
engagement by females may lead producers
creating soap operas as a ‘diversion’ (Katz)
from their everyday lives. This is why most
soaps are shown during day time hours which
is typically where women are though to be
while a man is at work.
• Ethnicity: As for ethnicity, soap Operas are
usually set in a place that is familiar to the
audience so they can relate and emphasis
with the characters (Katz). For example
EastEnders is set in east London, so therefore
Londers would be interested to watch it.
The socio economic status is used by industries to dins the correct class
audience. For soap operas the class of the audience would be working class as
the characters in the soaps are also in a similar position so the audience can
relate and emphasise with them (katz). Soap operas are usually based around
one small community where everyone knows each other, just like a community of
people with a working class background would have. The audience would be
apart of C1-E group category.
Personal identification:
The audience identify themselves with the characters from the soap through
familiar locations and places.
They also feel connected by being the same class diversion as the charters
and relating their problems to their own.
Psychographics: Soap operas stereotypically attracts a older demographic
as they can relate to real life situations. This is also because older people
are often home all day if they have retired.
Easterners is on BBC 1, 4 times a week at 8pm, a time for when
younger children have gone to sleep and for adults to have time alone.
For when adults have just finished work and come home.
Coronation street is on ITV, 3 times a week at a earlier time of 7:30.
making it a more of a family based audience target.