This is about my interpretation of the brief

1. Sunderland Culture - Brief
Sunderland Culture – Bright Lights: Northern Talents
From this project working alongside Sunderland Culture, we were given the opportunity to create
what ever type of media we wished to create if it linked to their main message, they wish to get
across Sunderland, the history and the Culture of the Northeast. They are very lenient with the type
of media they wanted to be created, so we have to option to create any form such as Documentary,
an advertisement, a short film, print poster and many other options.
Sunderland Culture is a charity organization who are working with the members of city of
Sunderland in any way they can in order to help them improve the culture around Sunderland. They
created exhibition called “Bright lights Youth Art Exhibit” in order to inspire and engage young digital
artists and local media content creators to showcase their work through this exhibition.
In the requirements for participation, they ask for a suitable media product that they can clearly see
that it illustrates young talent from the Northeast. This is including the choice of media and how the
product must show clear examples of the Sunderland region. Clear enough that the audience
members can clearly see the scenery and easily see that it is Sunderland.
In the brief they have a brief part on audience they are aiming for which is the age group 16 to 25
years old as the charity wants the younger generations to engage with the products and give more
information to them on their knowledge on local talent, to also include the city’s culture and
diversity.
The demographic of the audience from the brief 16 to 25 years old meaning that they are either in a
form of education such as Secondary, College and University but they might also be in a job or an
apprentice this informs me of what type of things I must add or take away from the media product I
will create to make it suitable for the audience. For example, I will not use block colours if I do a type
of print advert as this would make it seem for a child and If I did a short film, I would make the idea
mature and informational to educate the audience.
Audience needs are to be educated and informed of the matter in Sunderland about a lot of subjects
such as its history, future, culture, community and much more. I will add these subjects to my ideas
for the media product to meet the audiences needs.
The meaning of the creation of this project is to show the culture of Sunderland to the audience and
the progression of Sunderland but also to show the audience how easily they can be inspired to
improve the culture and community. The function of the project is to inspire and educate members
of the public and the audience on Sunderland in order to improve the culture of the city and the
people.
Audience theories such as Reception theory by Stuart Hall relates to the audience in this project as
theory is that any ways the audience consumes media such as watch, read or listen to is the
producers encode things into the media and the audience decrypt it in order to make them more
interested into the media. Hall was able to narrow down this into three categories which are:
 Preferred reading – is where the audience understand and accept the idea of author or the
producer.
 Negotiated reading – where the audience negotiate with the producers or authors idea and
is picked a parted or negotiated in order to create a new narrative while completely
understanding their idea.
 Oppositional reading – is where the audience completely disagrees with the authors or
producer idea, but their idea is completely understood by them.

2. Sunderland Culture - Brief
This fits into the audience for this project as I know not all will agree with my media product and
some may change the narrative of it, but I wish to inspire the audience more than give them a story.
Theories of representation which is also by Stuart Hall is about the theory of how representations
are constructed through media language and ideas of different perspectives of the producer or
author. It is a form of stereotyping which reduces some characteristic traits of the product, this is
useful as it allows the producer to easily build a media products ad for the audience to decode them.
Stereotyping usually occurs when there is no power balance between characters due to them begin
seems as different.
This theory will affect my media product as this theory is about the representation of people
throughout the product and I might not be able to represent all types of cultures and members of
the community which may upset people.
There are many constraints for this project as it is a big project, I must ensure it suits the client but
also the audience.
Time constrain is not a big issue for this project as I have many months to complete this project, but I
do not know how long pre and postproduction will take as there may be many delays and issues with
creating the product. I will solve these problems when they happen, but I will also have a back up
plan such as an idea change or if I have filmed much of my product, I will use what I have and do the
best I can to edit it.
For this project there is a constraint of budget as there is no budget for this meaning I am going to
have to come up with an idea where it is entertaining but needs no money to be created. This does
not deter me for creating this project as I do not mind not having a budget.
Technical is a bit of a constraint as I do not have much experience with premier pro but I will gain the
knowledge I need to know to create the best media product for Sunderland Culture. I will have
access to the camera but there might be technical issues due to battery loss, mechanical failure and
much more.
Material and resources are limited with this project as I do not have a budget, but I will have access
to cameras, sound booth and interview room which will be all I need for this project If I decided to
create an advert, documentary, short film or another form of media.