Advanced Portfolio Media Coursework.

1. EVALUATION
TASK 3
HUGO FIELD

2. TEXT
METHODS
▸ To gain viable feedback that we could then later apply to our own media campaign, we had to come up with
effective measures that can measure audience feedback. The methods we used are below.
▸ We used a focus group, in this we chose people from the age of 17-24. We chose a 50/50 split male and female
audience. at least 2 out of the 4 people were edgy and alternative and at least two wanted to be. This allowed us to
gain a large range of feedback from the comments.
▸ We also did a questionnaire that allowed us to hit a much larger group of people so we can hit a much larger
quantity of people, and get a larger quantity of people responding to our questionnaire.
▸ We also used Youtube statistics. This showed us the demographic of the people watching our music video, their
favourite part of the music video, and when the viewers lost interest.

3. TEXT
DEMOGRAPHIC AUDIENCE PROFILE
▸ When we chose our audience profile we decided to choose 17-24 year old females and males. We decided that from the Youtube
stats feedback the star image of the masculine lead singer cleat best applied to young females and homosexual males.
▸ Also our focus group matched our because the demographic said that our themes were very edgy and alternative, and this was
shown well through the use of our font and colour schemes. So this did not match what the Youtube stats showed. These showed
that young females between the age of 18-30, and hardly any males. Our questionnaire was randomly handed to people without
any regard of of our target audience.

4. TEXT
SOURCES
▸Strengths- The strengths of our sources was that they both provided us with different kinds of information.
From our You Tube statistics, we gained rich quantitive data, this allows us to drop these in other areas of coursework.
Where as the focus group was rich qualitative data. We could listen and pick out key concepts and ideas of our music
campaign. For example below we can see our watch time in minutes from our Youtube statistics. Where as our focus
group allowed us to pick out key frames like “the green in the band name does’t really make sense”, this is what Nancy
and Alex.

5. TEXT
▸Weaknesses- The problems with our sources were that although we could see so much rich numerical
data like the age and gender demographic of our audience, it did not tell us why these things were happening. For
example we could see that the vast majority of our audience were females aged 18-30, but we could not see why
this was. With our Focus group we only had four participants. This was a very limited sample to our original target
audience and not all of the various sectors from our whole target audience represented.

6. TEXT
STRENGTHS OF
VIDEO
▸ The strengths of our music video indicated from our feedback
was our star image. We created a very strong masculine image
for our lead singer that after our watching our music video we
did think what the Youtube stats showed us was going to
happen. They revealed that the majority of our audience were
females from the age of 18-24/30. The fact that so many
females were drawn to his masculinity was a positive for us. And
the age of the viewers was another positive. This was the target
audience age range that we wanted and it is exactly what came
up. I also believe that the lighting in the music video connotated
to exactly what we intended and this is shown through he focus
group. Hanna, Nancy, Alex and Phillip all said that our lighting
made a dark alternative mood through the video, this is 100% of
our focus group agreeing with this.

7. TEXT
WEAKNESSES OF
VIDEO
▸ For me the main weakness was the number of viewers who
trailed of from watching our video after just 55 seconds. This
suggests that we did not captivate our audience after our
strong start.
▸ Further weaknesses are that once we explained to our focus
group that there was going to be a third element of the video,
which was the boy making the artwork that appears on the
digipak, they believed that this would have made the video
more interesting but they also discussed that it would add more
continuity through our music campaign.

8. ENCODING AND DECODING MODEL
▸ This model is made by Stuart Hall. It shows how media messages are produced,
circulated and consumed, proposing a new theory of communication. It says the
producers of media are the encoders, but the ones receiving that who are the
audience decode the encoded media, and there life experience and who they are
determines how the determine the information.
▸ In terms of my music video I have been able to encode conventions into my video like
red lighting signifying danger or the album cover designed to connote alternative. The
album cover was decoded by my audience as alternative, and Nancy in my feedback
even said “it’s alternative”.

9. THE USE AND GRATIFICATION THEORY
▸ Diversion- This is a way to escape from this mundane reality. This is used in
my video when the lightbox is in it’s own way an escape. The box is a box of
emotion the band come here to escape and express themselves, and
watching this is a form of escapism in itself.
▸ Personal Relations- describes the personal relationship between the
audience and the artist. This is usually shown through back stage footage
that invites the audience to get to know the band better. This is like photos
the band on the website, along side their bibliographies. It is showing a side
to them that could not otherwise see.

10. CONCLUSION
▸ In conclusion I believe we have created three individual products that all in their own right have many
individual powerful connotations. But at the same time even if they aren’t as strong as we planned them
to be, they all link together, they all share connotations in common like alternative, minimalistic, and
contemporary.
▸ The final changes that could be made are the ones to the digipak. I believe the font could be bigger.
Another potential change we could make is changing the lime e on embargo to white as some people
said they do not understand why it is different, even if the point of our band is that they are different
themselves.
▸ I have learned a lot from all of this feedback. The main thing I have learnt is that when you make a
media product your audience are not always on the same level as you, and therefore this can be why
they interpret it differently to you, and this is not a bad thing, it’s more beautiful to realise that you have
made a product that has more dimensions then you could have realised.