Above is a visual mind map that I created, showing the themes which were prevalent in the television networks/shows and films targeted towards our target demographic that I researched. The themes which were the most popular (i.e. appeared in five or more examples) are in red.
Most popular themes:
Fashion - Somewhat unsurprising, fashion is a common theme in media targeted towards females 18-34. Television shows and films have impacted the fashion industry for decades; from ABC's Dynasty in the 1980s, to HBO's Sex and the City in the 1990s (for the later duration of the series' run, costume designer Patricia Field was considered by many as one of the most influential figures in fashion), to the CW's Gossip Girl today (Gossip Girl themed clothing collections have been designed for both Target in the USA and Miss Selfridge in the UK, and costume designer Eric Daman has published an acclaimed style book).
Cosmopolitan - Many of the most popular shows and films targeted towards females 18-34 are situated in large cities, such as New York and London. This could be because cities tend to be more populated with young females; according to areaconnect.com, 53% of NYC residents are female, and the median age is 34. The world's major cities are also often known as "fashion capitals", and as the fashion theme summary above reveals, females 18-34 are targeted with fashion related text as much as possible in the media. Another reason for cities being used so often could also be purely because the wealth of opportunities big cities offer open up more story lines for producers.
Wealth - The main characters of several shows and films targeted towards females 18-34 are either wealthy or surrounded by wealth. This could be cause wealth enables a realistic tie between several popular themes targeted towards females 18-34 (e.g. to create verisimilitude, wealthier characters are dressed better and live in more expensive areas, such as large cities), but could also be because wealth creates a life so glamorous that it appears almost unrealistic to average viewers who watch the show for escapism.
Relationships - As females are at their most adventurous in regards to relationships between the ages of 18-34, it's unsurprising that relationships are a major theme within media targeted towards females 18-34. It provides an aspect to a show/film that is relatable to the audience, regardless of the show/film's main theme(s).
Beauty - Most of the actors cast in shows/films targeted towards females 18-34 are attractive; a common opinion, and something that is often criticized. One major example which should contrast with this opinion is ABC's popular show Ugly Betty, in which the main character is (as the show's title suggests) unattractive. However, the characters she is surrounded by are attractive, she works at a top fashion magazine, and the show deals with how she doesn't fit in due to her looks. Despite it being speculated that the use of predominately attractive people within the media is to blame for many of the insecurities affecting females 18-34, they are still bombarded with them and still consume the media that they appear in. Perhaps it is due to the "escapism" aspect to consuming media, or perhaps it is due just to females finding attractive people more aesthetically pleasing and therefore pleasant to watch.
Insecurities - In the above theme summary I mentioned how media is considered in part responsible for insecurities, and statistics do prove that insecurities are at their most common within younger females. Therefore, the application of insecurities to characters within media targeted towards females 18-34 could be to make them more relatable to audiences. It could also be to make a character more multi-faceted, adding more dimensions to their personality and making them feel more realistic.
Modeling - Considering that fashion, cosmopolitan, and beauty are all common themes targeted towards females 18/34 in the media, it is unsurprising that modeling is another as it incorporates all three. It is also considered quite a glamorous theme, hence appeals to females as an "escapist"/"dream" career to watch.
By looking through and analyzing the most popular themes targeted towards our target demographic, our group has settled on the theme that we will base our film/trailer around. We have chosen modeling, as it incorporates many other themes which are popular with our target demographic, and is open to incorporate more less common themes which would create an interesting and appealing storyline. Working with this theme will also allow our group to combine our research for the practical side to our media studies with the theoretical side, in which we are studying representations of women.
Most popular themes:
Fashion - Somewhat unsurprising, fashion is a common theme in media targeted towards females 18-34. Television shows and films have impacted the fashion industry for decades; from ABC's Dynasty in the 1980s, to HBO's Sex and the City in the 1990s (for the later duration of the series' run, costume designer Patricia Field was considered by many as one of the most influential figures in fashion), to the CW's Gossip Girl today (Gossip Girl themed clothing collections have been designed for both Target in the USA and Miss Selfridge in the UK, and costume designer Eric Daman has published an acclaimed style book).
Cosmopolitan - Many of the most popular shows and films targeted towards females 18-34 are situated in large cities, such as New York and London. This could be because cities tend to be more populated with young females; according to areaconnect.com, 53% of NYC residents are female, and the median age is 34. The world's major cities are also often known as "fashion capitals", and as the fashion theme summary above reveals, females 18-34 are targeted with fashion related text as much as possible in the media. Another reason for cities being used so often could also be purely because the wealth of opportunities big cities offer open up more story lines for producers.
Wealth - The main characters of several shows and films targeted towards females 18-34 are either wealthy or surrounded by wealth. This could be cause wealth enables a realistic tie between several popular themes targeted towards females 18-34 (e.g. to create verisimilitude, wealthier characters are dressed better and live in more expensive areas, such as large cities), but could also be because wealth creates a life so glamorous that it appears almost unrealistic to average viewers who watch the show for escapism.
Relationships - As females are at their most adventurous in regards to relationships between the ages of 18-34, it's unsurprising that relationships are a major theme within media targeted towards females 18-34. It provides an aspect to a show/film that is relatable to the audience, regardless of the show/film's main theme(s).
Beauty - Most of the actors cast in shows/films targeted towards females 18-34 are attractive; a common opinion, and something that is often criticized. One major example which should contrast with this opinion is ABC's popular show Ugly Betty, in which the main character is (as the show's title suggests) unattractive. However, the characters she is surrounded by are attractive, she works at a top fashion magazine, and the show deals with how she doesn't fit in due to her looks. Despite it being speculated that the use of predominately attractive people within the media is to blame for many of the insecurities affecting females 18-34, they are still bombarded with them and still consume the media that they appear in. Perhaps it is due to the "escapism" aspect to consuming media, or perhaps it is due just to females finding attractive people more aesthetically pleasing and therefore pleasant to watch.
Insecurities - In the above theme summary I mentioned how media is considered in part responsible for insecurities, and statistics do prove that insecurities are at their most common within younger females. Therefore, the application of insecurities to characters within media targeted towards females 18-34 could be to make them more relatable to audiences. It could also be to make a character more multi-faceted, adding more dimensions to their personality and making them feel more realistic.
Modeling - Considering that fashion, cosmopolitan, and beauty are all common themes targeted towards females 18/34 in the media, it is unsurprising that modeling is another as it incorporates all three. It is also considered quite a glamorous theme, hence appeals to females as an "escapist"/"dream" career to watch.
By looking through and analyzing the most popular themes targeted towards our target demographic, our group has settled on the theme that we will base our film/trailer around. We have chosen modeling, as it incorporates many other themes which are popular with our target demographic, and is open to incorporate more less common themes which would create an interesting and appealing storyline. Working with this theme will also allow our group to combine our research for the practical side to our media studies with the theoretical side, in which we are studying representations of women.
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