Audience Types

• Passive= the product is received but the audience is not choosing to engage with it.
• Active= the choice is made to consume the product, and to engage with it.

• Preferred= the target audience whom the product is aimed at.
• Oppositional= the potential target audience whom an industry needs to persuade.

• Traditional= stick to safety and familiarity by watching videos on TV and buying CDs.
• Hedonist= take risks by watching/listening to new, different and challenging conventional music videos/music.
• Post-modern= use new ways of watching music videos/listening to music, such as streaming and parodying etc. 

The reading is how an audience receives a media product. If an audience has a negotiated reading of a music video, this means that it has multiple meanings and interpretations. 

My target audience:
Keeping in mind these audience types, I am aiming my product(s) at an active audience (they can communicate through social networking, leaving opinions about the product(s) and possibly making suggestions towards them) and a post-modern audience (as my target audience are adolescents/young adults, it would make sense that they are technically knowledgable and so use websites such as YouTube to watch music videos, and download an album via iTunes etc. I would also expect the video to be parodied if Toby were a more well-known artist). I wouldn't expect the audience to have a negotiated reading of the product because, the way we're planning it at the moment, we have a fairly simple and conventional concept in mind, although this may change.