Michel Maffesoli- Urban tribes

Michel Maffesoli 
He is a french sociologist, and he came up with a theory about target audience and it all comes down to groups of people that socialise with each other, he called this 'Urban Tribes' Urban tribes are smallish groups of people that have some kind of close association, this is normally based upon a similar lifestyle choice or activity they are involved in, this normally effects what music they listen to, how they act, what they wear, what films they watch etc. This theory is based on teenagers in urban areas because that's where you see most of the differences in groups and 'cliques'. These different groups normally have a whole media universe dedicated to them, certain films that only they tend to watch, certain words of lingo that they use, certain music artists or genres, clothing brands that they wear, everything is based upon the group that you belong to, here are some examples. 
He says that:

"urban tribes are microgroups of people who share common interests in urban areas. The members of these relatively small groups tend to have similar worldviews, dress styles and behavioral patterns. Their social interactions are largely informal and emotionally laden."

His theory in relation to music videos is all down to personal identity and that could cross over with Dennis Mcquials uses and gratifications theory, it can all boil down to how you and your identity fits into groups.

A Chav

A chav is normally someone who would live on a council estate, live in trackies and hang around on street corners causing trouble. A chav girl would normally be trending a hoodie and either trackies or a mini skirt, and not forgetting a buggy, because chavs are known for getting pregnant at a young age just to get a council flat for them, their child and their druggy boyfriend to get away from their parents, that no doubt didn't set a very good example. 

A chav boy would normally be found outside their local mcdonalds or hanging round in the town centre, sporting their trackies hanging just below their bum cheeks, and their baseball caps covering their faces, their pockets would probably be full of any 'loot'(stolen goods) they could get their hands on from the local 'offy'(off licence) and they normally hang around in larger groups to intimidate the local grannys. 

                                           Rappers

A rapper is someone who normally would listen to rap music obviously and would have hobbies such as breakdancing, some would skate and some would do graffiti, that is part of the 'rebellious' look they try and go for. They would wear big loose clothing including sweaters, caps, t-shirts, big trainers, earings, big blingy necklaces and would most of the time have tattoos, again to promote their 'rebellious' side.

     Punks

A punk would normally listen to punk music, or rock 'n' roll music, they try and act like they are against society, They would normally be styling Broken jeans, boots, broken bands, T-shirts, earings, tattoos and mohawk haircut.

          Gothics(Goths)

Normally goths would listen to goth music which is anything from hard metal to classical music! They might play rol games or believe in the devil, they would mainly be wearing black and chains, earings and dyed hair in general. They could be wearing eye liner or even 'guy liner'.

Indies
These type of people would normally listen to international pop rock music or indie rock, they would normally have hobbies like taking photographs and collecting old things, they would love the festival look, which would include expensive clothing, dresses and glasses mainly!

Heavies They would normally be middle aged men with beards and biker gear! You would see them out drinking beer playing the guitar or at a festival, they would be listening to heavy metal music and wearing jeans, leather jackets, chains with lots of piercings and normally would be sporting a band t-shirt.

Rah's
They generally emanate from good schooling and enjoy/aspire to flamboyant lifestyles that go alongside their loudly declared opinions. The artistocracy are covered in this Tribe but it also include the only relatively privileged; those attending grammar schools and more ordinary universities. The Jack Wills brand (self-defined as University Outfitters For The Fabulously British Lifestyle) is a sure-fire identifier Ugg boots also rule, as do year-round flip-flops for guys, rugby shirts, pastel colour and Ralph Lauren V-neck sweaters slung over shoulders. Big hair is important for boys and girls. One particular irritation among Rah haters is girl Rahs turning up for university lectures in what look like (and quite possibly are) pairs of pyjamas. Rahs of the more normal variety are also big festival goers – think mainstream indie like The Kooks and Razorlight. Indeed, the UK has a fine lineage of posh rock – Pink Floyd, Fleetwood Mac, etc.

Trendies
These type of people would be the 'fashion statement' they would be seen as a fashion icon, everyone would copy their fashion sense. They would wear high street clothing such as river island, republic, topshop etc. They tend to listen to mainstream music that is in the charts and would almost be seen upon as the victims or modern society.



The above tribes are the main ones that would be known to many people, some might know of some, and some people might know them all and be able to spot one on the streets, they arn't particularly hard to spot!