Planning
and how it was affected by audience feedback.
My target
audience is ABC1 reformers aged 15-30. I decided to aim my music video because
this is the target audience of the indie / alternative genre. To define what
constitutes as a reformer, it is the idea that this psychographic believe that
they can ‘reform’ society into having the same beliefs as people in this
category of people. Therefore when I was making my product, I was mindful of
the fact that my media products will be perceptually criticised. It is
important to receive audience feedback, as it is the people who will consume
the media products that are giving feedback. There are two forms of audience
feedback that I could have used. These two forms of audience feedback are
qualitative data and quantitative data. Qualitative data is asking people for
their opinion and using opinions to better your work. Qualitative data is much
more personal than quantitative because the person being interviewed is asked
for a commentary of the conventions of the media that they have consumed.
Whereas, quantitative data is asking people in big groups of people and asking
them simple questions such as “what type of clothes would you see subjects of
the music videos to be wearing?” I think that quantitative is effective when
you measuring success in terms of sales. Seeing as this genre is the
‘rebellion’ of popular music – a complete disregard of the Hypodermic Needle
Theory, which suggests that the audience has no perceived opinion of the media
product and that the media are able to manipulate the message of the product.
Why is
feedback critical and how my media products would be different without them?
One advantage
of having feedback is that the audience are able to pick out characteristics of
the product that are not conventional/ do not work. This was most evident when I
filmed my initial footage with my initial footage. One piece of qualitative
data that I received was in the form of a question and answer session, where
the person who watched the video has said that the attempt to go for an
extremely alternative video does not look like it has been done effectively. It
was overdone in terms of costume – that there should only be one distinctive
piece of clothing rather than the combination of the cape, eye patch / head bow
and bright red dress. One disadvantage of having feedback from people who will
consume the media products is that it could have possibly turned into a
question of preference rather than quality in the sense that it could
manipulated into what they would want – regardless of how much it fits the
conventions of the indie / alternative genre.
Types of
interviews that I conducted:
One type
of interview that I relied heavily on was the question-and-answer type. This consisted
of me showing however much footage that I had done and asked them to provide a
commentary of: what went well; what did not go well and what could be improved.
I think this was effective as I was asking members of that particular
demographic to detonate and connetate what they saw in the music video, in the
same context that I had analysed the “Drumming Song” by Florence and the
machine. Therefore allowing me to improve on the elements that were not so
popular amongst the public. Having also other people watch and critic your work
allows you to pick up on elements that were not successful that I would have
not picked out. It is important to know that before the process of creating my
music video and ancillary tasks, I had not had a sufficient knowledge on the
conventions of the indie / alternative genre. Therefore relying on audience
feedback to educate me on the codes and conventions of the indie / alternative
genre. An example of where I had my knowledge on the genre expanded was that
most conceptual music videos of this genre provide a platform for philosophical
debates.
Did I go
against my audience feedback and why?
Overall,
it was imperative that I followed the feedback given because it was these very
people that would consume the media products that I had created. Improving the
products so that it was sufficient enough to compete in the real world. I think
that in an era where people are not buying CD’s, many of the sales are physical
– including more original sales. Reinforcing the idea that this genre is a
rebellion against popular music. I also feel that my work is strong enough to
compete the genre because recent times has seen a resurgence to the genre’s
rock and roll roots. Where my direction is much more of a bohemian-esque view. Therefore
differentiating myself from its competitors such as Jake Bugg’s Shangri-La and
the Artic Monkey’s “AM” reinforcing the ideas previously explained.
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