Audience 1) What audience do you think His Dark Materials is aimed at and why? Think about demographic and psychographic groups. You can revise Pyschographics here . His Dark Materials is aimed at families , as the episode airs on a Sunday night at 8 PM, and is also intended for people who enjoy reading Philip Pullman's His Dark Materials books. It is also targeted at people who enjoy the fantasy genre. 2) What audience pleasures are offered by His Dark Materials - The City of Magpies? Apply Blumler and Katz's Uses and Gratifications theory to the episode. Make sure you provide specific examples from the episode to support your ideas. Personal Identity: People can find identity through Lyra and Will as they are your normal teenagers, and Will is also from Oxford, like some other people. Personal Relationships: People can form relationships with Will and Lyra because they are the main characters, and we get to see things from th...