Once discovering information on Jungle Doctors (their age, genre, hobbies) Anna and I began to contemplate the identity

of our audience. Unlike rock, the Indie genre is far more expansive, which at times led to Anna and I finding it hard to present the genre well. Anna and I decided that our niche audience would be white British females, from the age of 15 to 18; at first we were indecisive on whether it aspired to both sexes, however we felt that as the main character was a girl, and the band were men (success of One Direction - pretty much all female fans) we felt a female would appeal to the video more than that of a male. We felt that our niche audience would be mainly British, as our video contains many links to Britishness, which individuals from other countries may not correspond to. The target audience would also relate to the main characters clothing (high street brands), as well as insinuate the use of independent retailers (ebay). Our niche group is that of Low/Middle class, this can be seen firstly as our character is not wearing any designer brands. Also the activities which are taking place are free, and what she does do that is financial, it can be afforded (arcade). My post on activities of the target audience helped me regarding costume and appearance of our main character, as I had included primary images of our niche audience. Luckily Anna and I are placed in the same demographic as our target audience for Jungle Doctors. Personally I prefer the genre of Indie, resulting in the target audience being a tribe who shared the same views, style and aspirations as I, this links with the theorist Micheal Maffesoli (urban tribes – micro groups of people who share common interests) and Dick Hebdige (subcultures – useful to express a groups identity through their clothes and style of music). The collective identity of many youths in Britain can identify with the character, and relate to what she is expressing. Our music video and print productions display a completely different representation of youths which is stereotypically expressed in the media today. I feel this was done, as Anna and I are youths ourselves so we know the audience at its best, and we have true and accurate representations of youths, which we were determined to express, rather than youths being an „empty character‟ – Henry Giroux. Anna and I felt that the audience members may view some statements from our media product, For example the idea of personal identity and the audience finding their lives reflected within the video – this could be specific especially regarding our target audience, as they could be having issues with their “first love”. This links to my next point; that the audience may use the media text for emotional and other interactions (personal relationships).