1. How did you carry out your audience feedback?
We as a group created a questionnaire full of questions that we wanted answered about our music video. We played our music video to a group of AS students and asked them if they would please complete the questionnaire for our audience research.
In our questionnaire we asked questions such as their gender and age, if they likes the music video, what in there opinion could have been improved upon, what they thought the meaning of the video was, what sort of music they lessoned to etc… as well as giving this group of people their questionnaire we also asked they questions verbally and read there body language such as laughter and facial expressions while watching the video. The video we posted up on you tube to our school account and invited people to make comments and give us some relevant audience feed back. We had comments such as “Good effects :) band works well together” I also posted you tube link to the video in order to encourage more views and comments from a wider range of people.
2. How did the feedback reflect the strengths of your product?
In our questionnaire we received lots of positive feed back. 100% of the people who took part in answering the questionnaire said that they liked the video, regardless of if they listened to the indie genre of music or if they thought we could make some changes to make it stronger. All of the candidates also answered that they liked the stop motion element of the video writing comments such as “makes the video visually interesting and tells the storey well” and “it gave the video its unique selling point “ most of the questionnaires also said that they liked the way the band were dressed and the image that they portrayed. We also got positive feed back from the comments left on the you tube video in the form of “Really good effects :) band works well together” which was very encouraging to us as the comment was not made to our face and was an honest opinion. The body language that we read from our focus group was very positive smiling and looking interested and focused throughout watching the video.
3. How did the feedback reflect the weaknesses of your product?
We did receive some feedback that highlighted the weaknesses of our video such as some comments left on the you tube video one of the comments said “Its a good videoexcept the drummer is obviously not playing that song” this comment highlights the weakness we had due to the actors not luring the song properly which resulted in us making do with the best shots we could get of the instruments being played. One of the weaknesses that were also pointed out in our survey was that the transition of the band becoming famous stars at the end of the video could have been made clearer and more obvious to the audience by maybe the room changing into a stage with bright lights in a concert hall. Some of the focus group also mentioned the drummers and base guitarists problems with playing the song corectly.
4. Explain the Encoding-Decoding model
The encoding and decoding model Derives from the work of the theorist Stuart Hall, he has 3 theories that he calls the encoding and decoding models 1 2 and 3 his 1st theory is that audiences do not act on mass but as a collection of smaller groups which are defined by social and ideological elements. Model number 2 is the theory that media texts are encoded with the values of there producers making them bias and most of these men in halls opinion are white middle class men. He also says different groups within society are likely to interpret these texts in different ways depending on there class, rage, age etc… model 3 hall expresses that the decoding model can only have 3 possible outcomes which are A preferred reading, A negotiated reading and An oppositional reading. We as a group have applied these 3 outcomes to our audience feed back and have separated them in accordance to there reading.
Examples of preferred readings achieved
We were as a group happy with our audience feed back during the focus group because when we asked what they thought the narrative of the video meant the majority answered there interpretation was the band going from being poor, normal young students, to becoming famous and getting a record deal which was our intentional interpretation. This was very pleasing for us to know that although members of the group thought that we could make the ending of the room transition more obvious, the majority still understood which we believe to be a success. Also all of the people who filled out our questionnaire for us put that they liked the video, especially the stop motion element to the video.
6 Examples of negotiated readings achieved
Some of the students taking part in our questionnaire and focus group voiced the n opinion that though they understood the idea of the band growing up together and there dream of trying to make it in the music industry, they see the end sequence of the changing room and the band playing in smarter clothes appearing famous and successful as a dream or a fantasy played out in the band members heads rather than the band actually achieving success.
5. Examples of oppositional reading achieved
When reading the question air there was one person who didn’t seem to understand the concept of our video completely and had the thought that the video was a show of how false and set up the music industry is due to our bands problems with learning the cords, they seemed to think that it was trying to show a lack of skill within bands and that looks are the only thing that matter, not talent. This suggestion was a helpful one to us because it alerted us to the way in which some of people may view our video. Some people we poled also had the opinion that because the ending showing the changing rooms and the bands break through into success in the music industry, could be misunderstood and just look as if the band had woken up the next day and changed their clothes. All of the oppositional readings were very helpful to us when discovering the strengths and weakness to our video
6. Conclusions
It was very encouraging to us that so many of the people we questioned understood the video so well. For those who were confused at the ending and thought it may have been a fantasy or a dream, if given the chance again we may consider making the ending clearer and more of a show, Such as having the band performing of a stage. We also would make sure that the band knew the music well enough to perfect the continuity between the music and the instruments to counteract the opinion that the video was a show of all the bad elements of the music industry such as being untalented and looks orientated. All in all we were happy with the feedback we received and our happy with our end product.
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