- FOCUS GROUPS
we gathered groups of around 15 people and sat them down to watch the video.
We got each individual to fill out questionnaires
- YOUTUBE COMMENTS
We got people to comment on our video on YouTube and obviously people from the public have access as well.
- SOCIAL NETWORKING (FACEBOOK, TWITTER)
I posted the video, poster and digipak onto my facebook and twitter profiles and was then able to get my friends and family to comment
- WORD OF MOUTH
I also asked people about my media products face on and tried to find out what people thought. I used methods such as questionnaires and scales of one to ten on how successful the video is.
FOCUS GROUP
- controlled participants
- viewing of the video is compulsory
- able to talk to the interviewees
WORD OF MOUTH
- easy access to talk to people
- can gain a variety of different people (age, gender, personality)
FOCUS GROUP
- may not be accurate as it is forced
- limited sample of people
- quite time consuming for only a small sample
- takes a lot less time to use another source such as youtube or facebook to get results
YOUTUBE COMMENTS
- the sources could be unknown
- the comments are uncontrollable and can be posted by anyone
SOCIAL NETWORKING SITES SUCH AS FACEBOOK AND TWITTER
- available to a limited audience only
- have to have accounts or be in my friends list to be able to comment
- not as accessible as youtube
WORD OF MOUTH
- not very practical as people haven't got the media product in front of them
- not very reliable
- could be influenced from others (not primary sources)
strengths from the feedback
made people feel...
- happy
- funny
- interested
- comical
- weird
- trippy
- shocked
the end was succesful because of the props
the pre roll at the beginning was successful because of the knock on the door
acting of the lead singer
average rating is 8/9
weaknesses from the feedback
should have less time at the beginning
the ambient sound in the pre-roll was too over powering
narrative of how she got there could be improved
encoding-decoding model
- The encoding-decoding model derives from the work of Stuart Hall.
- It is a theoretical model that is based upon the fact that the audience act as a collection of smaller groups defined by social and ideological elements.
- Different groups are likely to "read" the text in different ways.
- This decoding has 3 possible outcomes.
1
a preferred reading
2
a negotiated reading
3
an oppositional reading
how audience feedback illustrates this model
readings produced by audiences
We gathered lots of different readings from the music video. Some of these are as follows...
- looks like a child theme
- childhood fairytales
- trippy party
- fairytale goes wrong
- halucination
- alice in wonderland
- shows that there isn't always a happy ending
- the effects of drugs
how the demographic or psychographic profile of your audiences affected the kinds of readings that they produced
Our ideal demographic target audience are males and some females aged quite young.
- Demographically, our target audience is mainly males and aged around 17-24.
- Our interviewees and feedback however, also involved girls and mainly of the age 17 and 18
- This affected their readings of the video because of being the right age to connect to the hidden messages and still have grown up knowing what and who the fairytale creatures are.
- I think the class of the demographic also affected the readings. The focus group for example, is from a middle class background and therefore not all of them caught on with the drug related issues in our video.
Our ideal psychographic audience would be someone who listens to music of an indie/alternative genre and listen to similar bands such as Panic At The Disco.
- Psychographically, we had very mixed attitudes and lifestyles from the feedback.
- The genre of music the people giving the feedback had varied from country to metal.
- This would have affected the readings from the music video as it comes down to personal preference and taste.
- The VALS (Values, Attitudes and Lifestyles) classification system has specific terms for teenagers (who our product is aimed at)
- I would say that a lot of the people in the focus group were probably in the Drifters category. This also affected their readings, as they were forced to give feedback and weren’t really sure what they wanted to say.
- However feedback from youtube and facebook which was optional, would be from the innovators category and this shows that their reading may be totally different as they would be more interested in making their mark.
disadvantages
advantages
SOCIAL NETWORKING SITES SUCH AS FACEBOOK AND TWITTER
- available to a wider audience
- aimed at our target audience
- ability to become viral through forwarding and sharing
- ability to link to and from youtube
YOUTUBE COMMENTS
- quick and easy to view
- sources can be from a wider range of samples
- there will be a mix of opinion
Task 3
- the model also shows that the research is also encoded differently depending on which method was used
- for example, facebook research was different to word of mouth and the focus group
- this is because of the differences in social and ideological elements.
Audience Feedback
- it is clear that certain parts of the video were encoded unconsciously as some of our hidden messages were brought out in our questionnaires.
- and some were encoded consciously as the key ideologies and symbolic themes were brought out.
- even in the focus group that was smaller, there were still separate groups in this.
- These smaller groups interpreted the music video in different ways, some understanding it, some misinterpreting it, and some opposing it.