Concept Of Audience

Sam Smith Im not the only one

Institutional Information
Artist Sam Smith
Track Im Not The Only One
The 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 Demographic

The 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.
The genre of Sam Smiths music is pop which is most commonly
associated with this demographic so using the media theorist Denis
McQuail, shows that the most profit from this production can be
made as this audience are likely to buy this product over others.

Uses And Gratification

According 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. There are also
aspects of Britishness, showing the cultural transmission as the
costume the female wearing is a traditional white wedding
dress.
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.

Reception Theory
Stuart 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.