2. How we gathered our
audience feedback
• We collected out feedback by using a focus group
• The focus group produced qualitative results that allowed
us to improve all 3 elements of our campaign.
• Our focus group audience was primarily made up of our
peers who are aged 16 - 18, so this could mean that the
data we produced may have little variation. The audience
also knew some of the actors in our video so this could
lead to more positive responses being generated.
3. Our Products
• For our website our feedback showed us that the design and structure of the website was liked. But the
feedback also showed us that the genre was not entirely clear because we have used very dark colours
that are not common within the indie pop genre.
• The feedback from our digipak showed us that the audience liked how the digipak appeared to look like
a real artist and also how the colour scheme worked well. But it also showed us how some of the group
did not think that all of the sides of the digipak worked together.
• The feedback for the music video showed us that the audience liked all of the dancing elements and the
blinders element with Yasmin. But the audience did not like the element with Yasmin sitting down and
some of the group thought that the ending was weak.
4. Theory
• Encoding and decoding (Reception Theory) - the producer encodes
and the consumer decodes the meanings.
• In our video we aimed to encode the meanings of female
empowerment and individuality. This means that the response of the
audience is ‘preferred meaning’ - where the audience accepts all of the
intended meaning. I our video we do this by using the close up
camerawork and the costume in mine en scene to encode our
meanings.
• The audience feedback illustrates this response because some of the
favourite elements in our video were the close up shots of Yasmin, this
is because our encoded meanings appeal to the audience. This also
shows how they accepted the preferred meanings as these areas
appealed to them.
5. Conclusion
• From these results we can see that we successfully
managed to encode our meanings.
• But we did not ask any specific questions in the focus
group about if they understood the meanings that we were
trying to portray, so we cannot be certain that this
conclusion is valid.
