Evaluation Question 3

1. EVALUATION QUESTION 3
By Kenza Hardy

2. HALL’STHEORY OF “DESIRED READING”
Hall’sTheory of “desired
Reading” suggests that the
producer of the music video is
responsible for creating a
specific message in the
narrative.This means that the
audience will decode and create
an understanding the way I wish
them to.

3. MY ORIGINAL AUDIENCE
My original audience was 14- 30
because of the artist of the song
I was using, Olly Murs. Olly
attracts and younger and older
target audience which I thought
was a good idea for our music
video to be modelled after.

4. MY ORIGINAL AUDIENCE
However, I realised quickly that
this was not the case and my
music video and ancillaries
would appeal better to a
smallerTA range.This is when I
changed it to 16- 25.This then
made it easier for me to create
a look for my artist targeted to
that audience.

5. MY FOCUS GROUP
An effective way I found to
conduct my research was a focus
group. I asked my peers to analyse
my music video.This was very
helpful for me as they understood
media terminology and could give
me a professional like answer. I
turned the recording into a chirbit
and posted it onto my blog.

6. MY FOCUS GROUP
This was very helpful for me
as they understood media
terminology and could give
me a professional like
answer. I turned the
recording into a chirbit and
posted it onto my blog.

7. HOW DIDTHIS HELPED?
From this research, I looked at conventions
regarding the concept/ narrative.This was
because they found it hard to decode the
narrative. After I included shots that helped
decode the narrative, they understood it the
second time.

8. QUESTIONNAIRES
Another way I conducted myTA
researches was through
questionnaires. I asked a range of
my intendedTA, from 16 – 18
year olds, 10 questions.This was
very helpful. For example, they
didn’t like there being too much
countryside, so we used the Ken
Burns feature on some of the
shots.

9. QUESTIONNAIRES
This was very helpful.
For example, they
didn’t like there being
too much countryside,
so we used the Ken
Burns feature on some
of the shots.

10. FLICKR
I used Flickr to have
people comment on
possible photos for my
digipak and advert. I really
liked using this site as it
was easy to see
everyone's comments and
a quick way to get
everyone's thoughts.

11. UPON REFECTION ….
Using the following signs and signifiers of Barthes
Semiotics allowed the audience to decode the
narrative easier.The hands in the shape of a heart,
Jake looking up and an image of a girl appearing
and the sign saying “bring love back around”.