Example Media Question

Most media texts target a range of different audiences. How true is this of your choice of texts?

Mad Men

Within Series 5 Episode 11 of Mad Men, it is clear that a range of different audiences are intended to be targeted. The way that this is done is through the representation of various characters within the show, how the storyline is meant to be perceived by the audience and the attitudes of the characters portrayed. Most people watching Mad Men are an active audience and offer a preferred reading.

The Uses and Gratifications theory is all about how the audience makes choices about how and when they consume media texts, In terms of Mad Men, there are particular scenes which may interest certain audiences for different reasons. For example, the scene when the men are discussing a business deal with a potential partner from Jaguar, the man makes it clear that the only way he will sign the deal is if Joan Harris, one of the female employees, spends a night with him. Audiences, particularly females, may get entertainment from this because it is shocking and also deeply contrasting to how the business world is today. Furthermore, personal identity may come into it because females may find reinforcement for their own values that women should be treated equally, and how Joan Harris and the men come across and their treatment of women could make a female audience's viewpoints on feminism even stronger and making their personal beliefs stronger. The scene may also provoke conversation between a male and female audience about their own beliefs, therefore creating social interaction which is also a part of the Uses and Gratifications theory.

The scene when Peggy has come up with a good idea for the business but gets rejected by Don with him throwing money in her face may allow an audience to personally identify with the situation, perhaps if they had been under appreciated by their boss in the past, which may also create social interaction between other audience members. This scene could also be used to gain information on how women were treated within a 1960's business.

Another scene which may target a range of different audiences is the end sequence when Peggy tells Don Draper (the boss) that she is leaving for another company and a better job. Focusing on the Uses and Gratifications theory, the information gained from this scene are ideas about feminism and how times are changing. Her leaving may allow an audience to personally identify with the situation and inspire a female audience because Peggy is taking control and her decision to find a better job sharply contrasts the way that Joan Harris was able to move up in the company. In addition to this, it may provide a female audience entertainment and also encourage social interaction to see Don Draper trying to regain dominance of the situation by saying things like, "Let's pretend every good thing that's happened to you here wasn't because of me" and trying to get her back. However, Peggy is in the dominant position as she is standing and he is sitting in a submissive position. By showing the audience that finally in a 1960's business, a woman is in control, it could mean that women in the audience may personally identify with the situation. Personal identity is a key factor within the Uses and Gratifications theory. Also, seeing Peggy walk into the lift after leaving Don's office may offer entertainment to the audience by seeing the sense of accomplishment in her face.