What is the purpose of a target audience?
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The research that was carried out involves a questionnaire, pie charts and a vox pop. The questionnaire consist of 10 questions which refer to the mise-en-scene, the artist and music videos in general. As it was given out to a variety of individuals, the results provide a reliable overview of the audience and what they seek. The results obtained were then illustrated through the use of pie charts which allow all group members to have a clear understanding of what the majority of the target market want. To give a broader overview of target audience, a vox pop was also carried out as it allowed more questions to be asked, widening the sample that took part in the research stage. It also consisted of open questions which provided qualitative data. Primary research overall is recent as well as reliable and allows the questions to be modified in order to receive the needed information.
How many people did you survey and why?
Overall, 46 participants took part in the research stage. The questionnaire was distributed amongst 40 individuals whilst the vox pops was directed at 6 individuals. The sample consists of both males and females of varied ages which provides an accurate overview of what the audience seek in music videos. The sample can therefore be generalised to the wider market. The results are therefore reliable and can be used in order to decide upon the elements of the music video. This will therefore help in targeting the market successfully.
Were the vox pops successful and how will they assist you with planning your music video?
The vox pop were successful as they provided us with information regarding the expectations of music videos as well as what they seek whilst viewing them. The results were beneficial as they extended our knowledge of the target market which we can apply in the planning and production stage. As we are aware of the codes and conventions, we are more likely to produce a music video which the viewers find effective. The ideas we had were also put forward to the sample of people questioned in order to find out whether the ideas were worth incorporating eg. the use of fire. The results illustrated a preference in videos with a motif or a hidden meaning therefore it was agreed cards as well as fire would be used.
Pick 3 different questions and discuss the results that you received. Explain how your results will assist you and your group with planning the music video
In the vox pop, the question "What do you expect to see in the pop genre?" was directed at three different individuals.The answers received are "A breakdown of a relationship", "A narrative displaying the lyrics and the artist performing" and lastly "A video that provides morals and values". This is in agreement with the proposed plan of the music video. The video will feature a relationship which is a concept commonly featured in music videos of the pop genre. The narrative aspect will be significant in the video whilst the performance of the artist will allow the audience to form a relationship with the artist himself. The video will also aim to convey morals through the use of iconography such as the cards.
The question "Have you heard of James Arthur" asked both in the vox pop aswell as questionnaire clearly shows the majority of those who participated in the research said "yes" and therefore are aware of the artist. This is important as the pop genre has a mainstream audience however an artist that is newly established and unknown may lead do limited views. However as James Arthur is known amongst the majority, a music video produced for his song will attract a wide audience.
The question "Do you prefer music videos that are conventional or diverse?" received results which show preference of a conventional music video which we aim to achieve in the production of our own video. Although diverse videos may be more complex and therefore spark interest, conventional videos allow the audience to form a relationship with the artist as they are able to relate to the lyrics which the video will aim to illustrate. Therefore a conventional video which involves genre characteristics will be most effective. The artist will also be portrayed similarly as in his previous video in order to sustain his star image.
Were there any answers that you had to reconsider and why?
The research conducted provided answers similar to those we expected. As the pop genre is aimed at a mainstream audience, it was chosen by the majority of the participants. Therefore by using James Arthur, an artist of the pop genre, a wide target market is ensured. When asked questions regarding the artist, the results clearly display that the majority of individuals that took part in the research are aware of both the artist as well as his single 'Impossible'.
Sub-cultures
A sub culture refers to a group of people who are united through common value systems and tastes such as clothes, music, politics etc. The values of subcultures involve either both conformity and rebellion such as a group of people who are positioned outside the mainstream and therefore go against what is considered to be popular. A sub culture may also have a similar attitude to capitalism and consumerism eg. materialism. They may follow traditional or neophyte (new) ideas.
Sub cultures are believed to have arised in varied ways as seen by three different theories. One theory proposed by Grant McCracken suggests the post-modern world is full of diversity, dynamism and creativity. He therefore believes that when looking at the array of values and ideologies, it is evident that we cannot say all sub-cultures come from one culture.This theory is opposed by the CCCS view which assumes that all subcultures come from one culture. This theory suggests that all sub cultures are formed as a reaction to the mainstream. It therefore disregards McCracken's belief of diversity, dynamism and creativity. The final theory proposed by Hebdige comes to the conclusion that although some people believe subcultures appear to be different, deep down they are the same. Hebdige states that by looking deeper, there is enough richness to warrant renaming 'sub cultures' as 'little cultures'.
As the genre of the chosen music video is pop, the theory that will best suit the music video is propsed by McCracken. The video will be conventional however it will be creative and dynamic through the use of editing and mise-en-scene therefore coinciding with his theory.
The evaluation that you have included, demonstrates a good understanding of the target audience research that you have carried out and this is because you have considered the findings of your research well.
ReplyDeleteYou have also started to consider the subculture theory that you wish to follow within your music video. However, you need to relate to further examples, from your music video, to show further understanding of the theory and how it relates to your music video.