1. Afet Koraltay
Media Coursework
3. What have you learnt from your audience feedback?
From our feedback of the questionnaires we gathered, a general positive response on
the editing decisions we made for our production. Everyone that answered the
questionnaire was able to identify that our music video belonged to the Indie genre.
Therefore this indicated that we successfully followed the forms and conventions. The
most appealing attribute about the artist varied across the viewers themselves for
example, for some people it was the natural and earthy style of the artist that was the
most appealing and unique to them personally. For others, it was her welcoming and
happy smile. Additionally, the camera angles where Hannah is looking into the
camera draw the audience into her narrative which I found was a quite interesting
observation. The constant smiling throughout the video enables the audience to
familiarise with her personality and the overall tone of the song thus creating an
identity and image for the artist.
The costume of the artist is suggestive of the genre of the music video and adds
variety enabling the audience to understand her character. This is particularly evident
with the fur coat, red lipstick and the floral playsuit which create a realistic star
image. The summer feel is replicated through her clothing and emphasises on the
feeling of freedom. The outfit of the artist reflects her individual style and personality
in a way therefore it is important to make sure her clothing is appropriate for both the
song and the genre. The lyrics are skilfully supported by the visuals we are shown on
the screen and great emphasis is put on Hannah and her musical instrument, the
guitar. The props and the setting are essential in the construction of the production.
The settings we filmed are believable and we provided a variety of various locations
to reinforce the theme of journey which is a vital theme in the song.
The majority of the viewers selected the sun light separating Hannah and her
boyfriend as their favourite camera angle in our production for a number of reasons.
This shot ties in with the jolly feeling of the song and the natural light creates an
idealistic feeling. The shot of her shoes when she descends the stairs emphasises on
her femininity. The high angle or birds eye view shot on Hannah and her boyfriend
looked enduring and created a carefree atmosphere. This also allows the audience to
feel like they are part of the video as they are in a sense looking down onto the artist.
The panning shot allows the viewers to follow Hannah on her journey to Mexico.
Within the music industry there are a variety of audience theories implying how the
producers manipulate the audiences reading of the text they are watching through the
media. The reception theory refers to the acknowledged codes and conventions used
by producer’s position the viewers and force them to interpret the text in a particular
or preferred way. For example, in terms of our music video the typical use of the
guitar might oblige the audience to believe that this song belongs to the Indie genre
which is the case. However, this does not allow the directors in the media industry to
challenge forms and conventions or experiment with them across genres. Moreover
there is the hypodermic model which attempts to explain how mass audiences react to
mass media. It suggests that when receiving information from a media form of some
sort we do not use our own opinions as an individual human being to interpret the text
instead we allow the creators to manipulate and even change them. Both these
audience theories indicate that as audiences we are passive and are easily influenced

2. Afet Koraltay
Media Coursework
into believing that videos and other forms of media are produced to instigate thoughts
not challenge them, though this isn’t the case.