Thanks T block for your hard work on this toughie of a question!
To what extent can audiences use Humans in a variety of ways to reflect their identity?
Identity refers to the sense of belonging that audience members have. Identity can refer cultures, interests, sexuality, gender and many more aspects. The science fiction community has long had a strong identity, and Humans is clearly targeting this audience. There are many opportunities for audiences to use and to respond to humans, which I will identify in this essay. Humans is a scifi/drama released in 2015 on Channel 4 and AMC.
One way in which Humans cultivates a sense of identity in it's target and secondary audience is through its innovative advertising campaign. The Persona Synthetics trailer. The advert positions the audience in the world of the TV series. In this sense, it can be argued that the advert situates the audience diegetically. Crucially and bafflingly, this trailer makes absolutely no reference to the TV show Humans, but instead makes reference to a robot one can buy to help them out. However the advert is a hoax. This style of advertising is extremely subversive, and positions the audience directly in the world of the TV series. It will appeal in particular to fans and participatory audiences, who may may go online to discuss the show and to speculate on what it is about, Finally, fans may also share the video on social media platforms, allowing it to go naturally viral.
Additionally, the Persona Synthetics trailer intriguingly raises many key themes that will later be raised in the TV show, constructing a compelling and multimedia narrative. One theme that is introduced is the idea of robots invading parental responsibility. The alarming closeup of a synth's emotionless face functions as a proairetic code, suggesting the idea that synths can revolt against their owners. Another theme which is introduced is the idea dependency on technology. A shot of a crying child is followed by a closeup on an unconcerned mother, followed by a surprising low angle shot of a synth leading the child upstairs to bed. This idea is allegorical of the concept of using technology to shut children up when in need, and draws attention to real world event s and issues. By using complex and engaging ideology, this trailer challenges the identity of the audience, and challenges the need for instant gratification.
Another way in which Humans appeals to the identity of it's target audience is through use of a stereotypical white, middle class, British family. The Hawkins family are constructed through their regular and relatable clothing, as well as their dark hair and their middle class home. While in the original Swedish version everyone is dressed up and blonde, in the British version, the Hawkins family are a hyperreal representation of British life. Because this is so relatable, it means it will engage a wider audience, and appeal to lots of different identities. It also reinforces that the target audience for this TV show are predominantly white and middle class.
A final way in which audiences can reflect their ideology through humans is through the use of science fiction conventions. For example, the MES of Anita, the synth can appeal to fans of the sci fi genre. Anita represents the perfect woman, through being both a housewife and also hegemonically attractive. Once more, this raises an important and fascinating themes for the target audience, the representation of women and their expectations in society.