Synopsis
Target Audience
The majority of the content will be catered to the younger audience between ages 16-30. It will be focused on news and social issues that will affect viewers. Research says that millennials are disengaged from politics and the best way to communicate with them is through social media ( Yamamoto, Kushin & Dalisay, 2017)
Further research also demonstrates that this demographic is more likely than others to look for news online, either through social media or YouTube (Edgerly, 2016).
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Another audience the Issue will seek to target are working immigrants, particularly those working within the hospitality and retail industry as they are some one of the largest affected demographics of the penalty rates cuts (border.gov.au, 2016), the focus of the issues first webisode. Focusing on these workers will also allow the issue to establish an audience with a wider sense of culture.
THE QUESTIONS:
- Do you currently get penalty rates?
- Where do you work?
- Is that a small or large business?
- How will this change affect you?
- How do you feel about it?
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WHY ARE WE ASKING THESE QUESTIONS?
We are asking these specific questions to gain knowledge on our opinion of the matter. E.g. our focus is to fight against the penalty rate cuts. Also a need to determine whether the interviewees will suffer from the penalty rate cut or not. After we have set the record straight we´ll serve a few open-ended questions. With these, we can't predict the outcome/answer. The reason we are asking open-ended questions is to get a free-form answer. We want to know how the cuts will affect them and how they feel about it. We aim to get an emotional reaction from the interviewee, which again viewers will relate to. With this strategy, we´ll reach a broad audience (a lot of workers are going to be affected by the penalty rate cuts).
References
1. Border.gov.au. (2016). Department of immigration and border protection. [online] Available at: https://www.border.gov.au/ReportsandPublications/Documents/statistics/457-quarterly-report-30-09-2016.pdf [Accessed 27 Mar. 2017].
2. Edgerly, S., 2016. Seeking Out and Avoiding the News Media: Young Adults’ Proposed Strategies for Obtaining Current Events Information. Mass Communication and Society, (just-accepted).
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3.Yamamoto, M., Kushin, M.J. and Dalisay, F., 2017. Social Media and Political Disengagement Among Young Adults: A Moderated Mediation Model of Cynicism, Efficacy, and Social Media Use on Apathy. Mass Communication and Society, 20(2), pp.149-168.