Evaluation Task 3

Music video

Demographic target audience

Female, 15-18, British, Straight, Middle class. JICNARS- ABC1

Psychographic target audience

Experiencers. Out of all the other VALS segments, they are the youngest with the median age of 25. Motivated by self expression, these consumers are the high-resource group. Their large amount of energy allows them to contribute and perform well physically and socially in activities. They spend a lot of money on fast-food, new gadgets and products, clothing, music and services as they are avid consumers.

The Actual Audience

From looking at the youtube analytics of the music video, I have come to discover that 61% of the views were from a female audience with 82% of views being from the UK. When looking at the age of the viewers, the majority of the consumers were between the ages of 13-24, with 29% being between 13-17 years (67% of these being female) and 35% being between 18-24 years (76% of these being female). Overall, I was very accurate when it came to picking our target audience and was successful in catching their attention which is evident in the digits referred to. On the next page are the analytics that I have taken this data from.

Youtube Analytics

Methods of Feedback

Word of mouth:

Pros- information dispersed quickly, easily understandable

Cons- biased, face to face critisism is less likely.

Social Media:

Pros- Fast information, world-wide exhibition, variety of opinions.

Cons- internet trolling, loss of control of the product.

Methods of Feedback

Questionnaire:

Pros- directed by me therefore easy to get the information needed, the fact it is anonymous allows the answers to be honest.

Cons- Answers could be vague, could be a lack of communication between what the question is trying to say and the audience member.

Focus Group:

Pros- discussion about the music video is encouraged and people are more likely to be critical if others are also doing so.

Cons- could be biased- depending on who is being asked, people may not criticise in person.

Word of mouth and Social Media

Word of mouth from Family and friends: Responses from a variety of age groups and they are people who would be willing to give feedback. Although, it may be biased due to them being reluctant to giving their opinions and instead, just give positive feedback.

Comments on Social Media: Worldwide reach- gain a variety of responses from people with different demographics and psychographics. However, once the product is online, there is a lack of control and there could be a number of negative comments giving it an overall bad view for people wanting to view the product.

Questionnaire

Questions:

Age?

10-12 13-15 16-18 19-25 26-35 36-50 51+

Gender?

Male Female Unspecified Other

What would you describe the image of the artist to be:

Rebellious Innovative Chaotic Youthful Joyful Other?__

In what ways does the artist appeal to you as an audience member?

Musicality Image Attitude Style message Other?___ They don't

What aspect of the video is the most engaging part?

Aesthetic Music Performance Atmosphere Style Narrative Other?___

What parts of the video are most emphasised? Please circle one

Narrative Performance Symbolic Other?___

What aspects of the video would you say were the strongest?

What aspects of the video would you have done differently?

Any other comments?

Answers

Answers

What aspects of the video would you say were the strongest?

What people answered with:

The set was well designed- it looked like a playhouse, Lip syncing was good, Music fits the age of the actors, Growing up, The transition between childhood and adulthood, The dream of the children about their future, Children acting like grown ups and growing up pretending to be like children, The performance and set, The change of time and the "growing up"- it made the age of the youth realistic, The filming fit the whole song, The transition between the kids and adults, Everything, Great energetic style, Fantastic child actors, I love the casting. I think the performance was really strong and the song fitted the age of the band, The old/ young different shots, The dream of the children, The song fits the atmosphere, The identical looking kids- the actors looked alike, they were even wearing the same outfit

What aspects of the video would you have done differently?

Some of them looked squished, maybe slightly uncomfortable, Less shaking of the camera- close ups of other band members instead, Dream sequences could be developed further, I would like to have included other members of the band more, Added more children.

Any other comments?

No.

Good work guys!

:)

Focus Group

https://soundcloud.com/morcadi-nefzen/audience-feedback-focus-group

What do you think was the narrative?

-The two kids growing up and enjoying life - kids growing into musicians and like to dance/have fun

-like a dream -growing up (children acting like adults, adults acting like children)

What do you think the most successful elements of the video were?

-The switching between the ages made it more enjoyable to watch - The clear set and costume portrayed it to be fun and joyful

What do you think the message of the video is?

-be positive - just dance - you dont really need to grow up

Similar music videos?

-Busted 'What I go to school for'

Least successful elements?

-Shaky camera at the end - some parts of the dancing are awkward - wanted to know more about other members of the band

Strengths and weaknesses of my music video

Strengths: Clear narrative which links to the performance, a star image is made successfully for the band, people mentioned that they thought there was a great casting for the young look-a-likes and the band, successful edits between the young performers and the band.

Weaknesses: Someone mentioned that they didnt like the shake of the handheld camera close to the end of the video as it was too frantic, some parts could have been more rehearsed (acting wise).

Audience Models

There are three generated models dominating academics research into understanding the ways in which audiences interact with the media they consume.

These models being:

• The Effects model
• The Uses and Gratifications model
• The Encoding-decoding model

Effects

The effects model, which can also be known as the 'hypodermic model', implies the audience are passive recipients of the meaning and values of a text. It derives from an early piece of audience research called The Payne Fund Studies which suggests media products have a great influence on people's behaviour. It is about what a film does and whether it changes people's attitudes or behaviour. The problems are that it is based on a highly flawed research method, there is artificial context, it treats all audiences in the same way and finds the correlation not the cause.

Uses and gratification

The Uses and Gratification model is when the audience are far from passive when approaching media, they actively choose and consume the media. Although there are problems with this model: research is only focused on a narrow field of media, it treats all audiences in the same way, it denies effects which do exist.

Encoding and decoding

Encoding and decoding notes that audiences don't all react in the same way. The idea that they do not act as a mass but as a collection of smaller groups. It suggests that media texts are encoded with the values of their producers. The decoding process creates the meaning. The process has three possible outcomes: preferred, negotiated and oppositional readings. This is what we look at when asking our audience about the video and receiving their reactions.

Preferred reading

When the audience agrees with the views of the text. Our target audience mainly had a preferred reading of our product.

Negotiated reading

When some elements of producer's intensions are read correctly but some elements they don't agree with or understand.

Oppositional reading

When the audience are against the views and share no values with the producers.

For our video

Preferred

"Theyre just having fun, it reminds me of when i wanted to be in a band".

Oppositional

"This bought back memories of my bad childhood".

Negotiated

"I think parts of the video were exciting but after a while i found it boring and repetative".

Audience feedback video

Summary

Overall, the target audience and the actual audience matched up.

I was able to use the likes and interests of our target audience and catch their attention, with them all enjoying and understanding the music video. It was great that the feedback I recieved told me the strengths of the product that I have produced but also told me what could be better, giving me advice for future products.