Section 1 (formal sentence responses)
1A) Identify the main targeted audience of Mad Men.
Matthew Weiner's American period drama television series, Mad Men, follows the employees at Sterling Cooper advertising agency in 1960's Madison Avenue, New York. The text targets an active niche audience, who are attracted to a specific subject or area; for example, in Mad Men the audience is drawn in by the high production cost, stylised cinematography and acclaimed mise-en-scene.
1B) Identify one way the text has been encoded to appeal to that type of audience.
The text has been encoded to appeal to a niche audience, with one aspect of this being the stereotypical representation of females. The target audience of Mad Men is a middle class male demographic, mainly due to the highbrow nature of the text. A female interpretation of the text may acknowledge that women are successful, independent and strong within the company. Through the narrative and mise-en-scene, the women are physically attractive, successful within their careers and gather a lot of male attention, confirming their status. A female interpretation of the text would be negotiated, as it wavers from a positive and negative reading. Many women would take a negative reading, however some women may take a preferred reading to Mad Men. A feminist view may argue that the negative themes oppress femininity.
1C) Justify how that point/technique/convention would gratify your previously identified type of audience.
The typical stereotype and objectification of women would gratify the programmes active niche audience, as they would probably take a negotiated reading, and/or possibly negative. The way women are shown to be successful at one scene, and then shown to be corrupt and 'weak' in other scenes, would enable an active viewer to question this gender stereotype, and make comparisons between other characters within the narrative, for example, comparing Joan and Megan's struggles without/against men. The viewer may gain gratifications from the uses and gratifications model e.g. gaining an insight into circumstances of other.
1D) Describe a narrative sequence where this point/technique/convention is present.
With reference to the text (series 5, episode 11), Joan sleeps with a businessman in order to secure an advertising contract for the agency, in return for a percentage of the company, and ultimately, money. Don Draper's wife, Megan Draper is an aspiring actress, who is subtly controlled by him. At her audition she is seen as an object for men, as she is told to turn around by a male casting agent, where the 3 men respond by looking at her body, fragmenting her body for the pleasure of men. This proves that the Laura Mulvey male gaze theory (1975) is present in Mad Men, as Megan is wearing a short length dress and is objectified.
Section 2
2) Does Lost target a passive audience? Justify your answer.
The main intended target audience of J.J. Abrams' hit 2004 television series, Lost, is mainstream. Despite the text attracting a large mainstream audience, it has been encoded to be inclusive for both an active and passive audience.
A passive audience would be gratified by Lost, by the use of techniques and conventions such as the score, telling the viewer how to feel at specific moments; the ensemble cast, which allows the audience to relate more with the characters, as a wider minority is represented; the hybrid genre, which attracts a wider audience with a wider variation of interests; and the narrative structure, allowing the audience to not necessarily watch the episodes in order, with an easy to follow plot.
The high usage of enigma codes would attract an active audience, as the viewer must attempt to solve the mysteries shown on screen. The enigma codes can often go for many episodes and even series', with no or little explanation. An active audience would be gratified by this, as they would enjoy decoding the text, and most likely see it as a challenge.
3) Identify how Lost is encoded to gratify a passive audience?
J.J. Abrams' television series, Lost, is encoded to gratify a passive audience, through its constant use of technical and narrative conventions. The text uses aspects such as a score, an ensemble cast, hybrid genres and enigma codes. All of these themes attract a passive audience. Lost has been encoded with these features, to attract a mainstream passive audience, with these viewers being 'spoon fed' the narrative within the text. An example of this is when Sawyer tells Jack he is "a hero", this results in a passive audience hearing this remark made by another character and believing what is being told to them. This is using Vladimir Propp's classic character role theory, telling the audience his role within the group. An active audience would not need this information telling to them, as they would be able to easily decode the text, and identify the 'hero'.
4) Justify one point/technique/convention that would force Mad Men's audience to decode the text actively in order to gain gratifications.
Mad Men has a lack of non-diegetic sound and score, compared to a mainstream text with a passive target audience. This forces the audience to actively decode the text for themselves, without the aid of a score telling/giving clues to the audience about the emotions characters are feeling, or how the audience themselves should ideally react. In some parts of the text, non-diegetic music can be heard, which does partially give the audience clues about the current and upcoming narrative, for example, at the ending of series 5 episode 11 (The Other Woman), the character Peggy Olson is leaving the agency, when The Kinks, 'You Really Got Me' can be heard playing, this gives a sense of the era, as the hit song was released in 1964. This would also show to an active audience that Peggy is moving on to bigger and better things by accepting a new job and leaving the agency.
5) Explain and justify how Peaky Blinders has been encoded to gratify both passive and active audience.
Steven Knight's period drama television series, Peaky Blinders, has been encoded to gratify both an active, and passive audience.
The use of film stars appeals to a passive audience, using people such as Cillian Murphy (The Dark Knight Trilogy), Sam Neill (Jurassic Park) and Helen McCrory (Harry Potter franchise). Using acclaimed actors/actresses attracts an audience, as people will recognise and enjoy the acting. Fans of the stars will also want to watch the programme, to watch their new work.
The high production cost attracts an active niche audience, as they would enjoy the accurate cinematography from the era, in addition to the uses and gratifications that they would receive. The successful channel placing has also contributed towards the attraction of an active niche audience, as BBC2 historically screened programmes focusing on the arts, culture, drama and some comedy. A reputation developed for 'high brow' drama, showing intellectual and cultural shows. The series contains features of a highbrow text but also contains various mainstream conventions. Technical aspects such as the non-diegetic sound, can at times allow the viewer to feel emotions that the creators intended, with reference to the heartbeat/drum rhythm, creating tension. This allows the audience to become more passive. The mise-en-scene and accurate cultural and historical knowledge also attracts the audience. The high production value reflects the era in which it was made, creating a theme of retrophilia, with the viewers enjoying style and history from the past. This attracts a
6) Justify the statement "Lost is encoded to be inclusive".
Lost had been encoded to be inclusive, as both active and passive audiences can be gratified by watching the text.
The use of score, ensemble cast and hybrid genre, are all conventions which would attract a passive audience. E.g. the use of mainstream character roles within an ensemble cast would allow the audience to relate to more of the characters, and some of the problems which the face.
A popular use of enigma codes and mainstream narrative devices, would attract an active audience, as attempting to solve the shows mysteries and enigma codes would appeal to an active viewer. Uses and gratifications would also be received from these conventions, for example; escaping, or being diverted from problems; finding models of behaviour; identifying with already gained values.
7) Why does the use of a score appeal to a more passive audience?
The use of a score basically tells the audience how to feel. This appeals to a more passive audience, as they would be viewing the text and not de-coding. The non-diegetic sound combined with the score helps the audience feel the same emotions as the character within the text at that particular time. For example, a use of loud fast beating drums within the score would give the audience a feeling of nervousness and a sense of action.
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