Audience
Media Studies: Eduqas GCSE, topic 4.5.4
Audience
When Luther was originally aired, audiences could watch the show on BBC 1 at 9PM.
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.
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.
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.
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.
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.
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.
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.
Test yourself on Audience
What age group is Luther's target audience?
What channel did Luther originally air on?
Which group of males is often presented negatively in crime dramas?
What opportunities does Luther offer its audience to develop?