4.3.4

Audience

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Audience

When Luther was originally aired, audiences could watch the show on BBC 1 at 9PM.

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Airtime

  • Luther was originally aired at 9PM on BBC 1.
    • This airtime places Luther's target audience between ages 25-40.
  • Luther aired on BBC 1 in a primetime slot.
    • This made the audience expect that Luther was a high-quality show.
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Audience engagement

  • To help engage audiences, the BBC produced a series of trailers.
    • These trailers were released on the BBC's own platform and its social media pages.
  • Unique content was developed on the official BBC webpage for Luther.
    • This content was called ‘Postcards from Alice’.

Uses and Gratifications

Luther offers many uses and gratifications for audiences.

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Uses and gratification theory

  • Katz and Blumler's uses and gratification theory suggests that media users play an active role in choosing and using the media.
    • This theory suggests that media has no power over audiences.
  • Luther offers many uses and gratifications for audiences.
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Escapism

  • Escapism is readily available throughout the set episode of Luther.
    • For example, in the form of chase sequences at the start of the episode.
    • For example, in the form of detective work which John Luther undertakes.
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Surveillance

  • As a realistic crime-drama, audiences are able to perform surveillance on the episode.
    • The audience can gain insight into how the investigations take place.
    • This can be seen when John Luther analyses Alice Morgan’s behaviours during the interrogation.
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Identity

  • Luther offers opportunities for its audience to develop their sense of personal identity.
    • For example, through the fact that John Luther is a black male.
  • Black males are often presented negatively in crime dramas.
    • Luther affords a rare opportunity for young, black men to positively identify with a character from this genre.
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Relationships

  • Due to Luther's viral nature, there are many ways in which audiences can participate in personal relationships.
  • There are large amounts of social media posts.
    • For example, on Luther Wiki and Luther fan pages on Fanpop.

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