uvuyvu

1. CRITICAL REFLECTION 2
Cadi Ghandour
Year 12
AS Media Studies

2. Creative Critical Reflection 2
How do your products engage with the audience
and how would they be distributed as real media
products?

3. Who are my
target
audience
and how did
I decide on
this?

4. Our audience is 14-50-year old’s, of both genders. The reason why we
chose this age range is because people within these ages are old enough
to interpret and spot the underlying meaning in our opening sequence,
where as a younger audience of children, for example, will not understand
these insinuations.
The 14-50 age range would be engaged by scenes in prestigious
atmospheres such as the hotel or mall as they would be mature enough to
appreciate the luxury aspect of it such as the architecture and aesthetic
atmosphere. Likewise, this audience will be mature enough to understand
that settings such as the dark alleyway is foreshadowing danger up ahead.
Online research revealed that the typical audiences for murder mystery or
crime mystery films is between the ages of 14-50.
Ideally, the psychographics or characteristics of our viewers would be that
they enjoy mystery and action-filled thrillers.

5. Our genre, murder mystery appeals to both genders as it is not very
feminine or masculine, however within the opening sequence there are
components that are stereotypically more appealing to females, for
example; Lady G’s hyper feminine persona means that she is featured with
many designer clothing items and shopping bags. In the mainstream media
women are more often viewed indulging in high class lifestyles such as
Lady G’s. Contrary to this, there are factors that would also attract men
such as the theme of violence that is created by the murder.
The ethnic background or psychographic group is not important since our
film does not specifically target any of the cultures or social classes.
Personally, I feel that it is important make everyone feel included by keeping
the target audience open to all ethnic backgrounds and social classes,
despite this I do understand that certain work requires narrower target
audiences.

6. What research did we do?

7. We created and distributed a questionnaire and completed secondary research (online).
The questionnaire helped to provide answers that gave us a clearer outline for the
opening sequence. The questionnaire covered topics such as color scheme and
preferences based on characters, shot length and sought-after elements for murder
mystery films, as well as which settings and sub-genres are favored. This information
provides answers to primary aspects of the sequence and helped us make decisions.
For our genre conventions research we researched the different conventions of murder
mystery films therefore informing us which conventions we were expected to include.
I also created a glossary of definitions that helped me gain a clear understanding of more
complex media terms like digital technology and distribution, audience behavior, etc.
In addition to this, I conducted experimentation of the three-point lighting technique to see
how it affects or impacts the subject.
I researched different sound techniques such as special effects, Foley, diegetic and non-
diegetic and I researched sound within the opening scene of the movie The Girl with The
Dragon Tattoo as it’s also a thriller genre.
I carried out and produced my own demonstration of the match on action technique.

8. For typography research we first chose a few that we all agreed on and then
analyzed the meaning behind and relevance of each. We then created a survey
that featured different fonts and we asked people to vote for which font they
preferred.
One of my first pieces of research was on the DSLR camera, tripod and shoulder
mount; I researched the uses of each and their advantages and disadvantages as
well as created guides on how to set them up.
We researched different camera techniques, such as the pull focus technique; we
created a video broadcasting the different reasons behind using the technique.
Furthermore, I chose three different movies of varying genres and analyzed the
different cinematography techniques within them.
I conducted research based on different media theories, for instance, I
researched the Hypodermic needle theory. I also inquieted Jay and Bulmer Katz’s
uses and gratifications theory as it links to the engagement of our viewers.

9. What were the results of our research?

10. The results of the questionnaire told us that
many people liked the murder mystery/crime
genre, since the majority of our questionnaire
takers voted this. They also voted for the black
and white color scheme and the that the lead
character (Roy) is a teenager and also on the
wealthy setting. Their input impacted us
significantly as we took all their responses into
consideration when producing the sequence.
For example, we used the black and white color
scheme we used a wealthy setting for the
majority of the video and also, we casted Roy as
a teenager.
The genre conventions that we found for murder
mystery were used throughout our opening
sequence. For example, we found that disguises
are often used in conjunction with the murderer
and we decided to use this convention by
concealing Roy’s face. We also used the font
Didot since it was most voted for from the
typography survey.
Researching the genre conventions
helped me to understand the different
genres within media in further depth and
learn about the effect of different
techniques within media.
Testing out the three-point lighting
technique helped us know where to
position the hand-held light when filming
as since we had conducted our own
research, we were aware of how the light
would affect our subject.
For example, since we had filmed Roy’s
scenes at night, we used the light as a
key light to illuminate his feet when
filming him walking.
Researching the camera and its
equipment gave me the knowledge of
how to correctly and safely set up the
equipment as well as helped me choose
which equipment best suited my needs.

11. How did I make sure my film would
appeal to my audience?

12. To ensure that our film appealed to our audience, we included genre
conventions and enigma codes. Not only does our opening sequence start
with an enigmatic, intriguing flashback but the enigma codes are maintained
throughout the whole opening sequence. The audience’s confusion serves to
keep them engaged as they immediately begin asking questions as to what’s
about to happen next. Some of these elements include; ambiguity surrounding
our characters (this helps to keep the audience guessing) and enigma codes
through the camera shots as often times we would display part of the shot and
leave interesting details out. For example, we did not show Roy’s face, so this
added to the theme of mystery surrounding his character’s identity. Also, as for
the story line, not much was revealed other than the fact that Lady G has died.
The purpose of her death is left ambiguous. Color will also be used to maintain
audience engagement since we start with the vibrant red of Lady G’s lipstick
all the way to Roy’s black on black outfit. Finally, the audience will be engaged
because of the class divisions between the two characters.

13. What about the narrative will appeal to my
audience?
• People are naturally attracted to money, beauty, and youth; for this reason,
Lady G’s luxurious lifestyle will attract viewers as they will be enticed by her
high-class stance and fortune.
• Also, the props featured with Lady G such as the excessive shopping bags
and designer hand bags will engage viewers as they insinuate wealth.
• Roy’s concealed face and completely disguising clothing will arouse many
questions from the viewers regarding his identity and his motives as well as
purpose in the story.
• The prestigious atmospheres such as the hotel, café (in hotel) and shopping
mall will appeal to the viewers. The run down and suspicious atmosphere
that Roy comes from will entice the viewers as it’s so far off from their
reality.

14. Uses and Gratifications in ‘Full Stop.’
• Bulmer and Katz’ uses and gratifications theory consists of 4 different branches;
diversion, information, personal identity and social interaction. The majority of
which can be found throughout our opening sequence.
• The diversion component is exemplified in ‘Full Stop.’ since through Lady G we
have created a world for our viewers that is luxurious and high end therefore
allowing them to escape through our main characters life of indulgence and
spending.
• In the same manner, our viewer can choose which character they feel they
identify with the most, this is an example of Personal Identity. If a viewer feels
more antisocial or sad, they might choose to identify themselves with Roy,
however if they long to be rich and fabulous they would see themselves as Lady
G.
• Our two contrasting characters offer the viewer the choice to compare with either
completely opposite personalities.
• The elements social interaction is lesser represented as since it is not a complete
film, no social media accounts or surveys were made for our viewers to discuss
and share their opinions with each other. As for Information, our sequence does
not offer very much information to the viewer.

15. Technical elements
We used numerous technical elements to help the audience engage with our
film, these elements fall under categories such as editing, lighting and camera
shots. Beneath editing we have used the split screen technique to engage
viewers as this showcases both Lady G and Roy’s lifestyles; the contrast
between the two will draw in the audience members. In addition to this, we
have utilized lighting to keep the identity of Roy concealed, we did this by using
a light behind him, therefore illuminating his silhouette rather than his actual
facial features. We also filmed at night which meant that there was no natural
lighting revealing his face. On the contrary, for Lady G we used bright natural
lighting (the mall’s ceiling was glass) as we filmed during the day time for the
mall scenes. In order to increase the exposure and make her scenes even
brighter, we used an additional light that lit up her face allowing us to produce
very high quality footage. The contrast in lighting also represents the contrast
between the characters living status’. The darkness in Roy’s scenes represents
his unhappy, poorer lifestyle, whereas Lady G’s bright lighting represents her
luxurious, rich life.

16. How would we distribute
our film to the audience?

17. • If our film was a real-life film, I would submit it to many film festivals
internationally so that it could be recognized on many different platforms
world-wide.
• I would also submit it to film websites that will feature it and write
reviews, even if this means receiving some criticism, any publicity is
good publicity, so this just means more viewers.
• I would also create social media accounts and market it through
advertisements on Instagram. The social media accounts will mean that
people will be able to share their opinions with us and converse with
each other through commenting.
• I would also upload it to YouTube so that we can gain viewers and build
a following for our production company.
• I would submit our film to amateur film makers competitions as this
could give us the chance to gain coverage on the media and perhaps
even win prizes or even some beneficial constructive criticism.