This document provides a rationale for a documentary about culture in the digital age. It outlines the target audience as 16-24 year olds in education and discusses primary research conducted through surveys. The main idea for the documentary is to show both the positives and negatives of social media by explaining how platforms truly work and the impact they can have on mental health. An expository approach using facts, images, and reenactments will be taken to keep the audience engaged. Producing a documentary on this topic of how technology affects everyday life will be successful due to in-depth research into the audience and documentary styles.

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Culture of the Digital
Age – Rationale
By Jasmine McNeil

2. Rationale Index
Research
• Client Information
• Target Audience
• Primary Research
• Market Research
Idea Information
Additional Information
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• Mind Map
• Documentary Ideas
• Main Ideas
• Mood board
• Why will it be successful?
• Which form of Documentary?

3. About BBC
The BCC is the world’s leading public services broadcasts, which was established on the
18th of October 1922.
They are an unbiased and independent corporation, and we create unique, world-class
programs and material that informs, educates, and entertains millions of people in the UK
and around the world every day. They do this by:
• A portfolio of Tv channels, including BBC one, BBC Three and award-winning children's
channels.
• Many digital services such as BBC iPlayer and much more
• BBC worldwide TV , radio in more than 40 languages.
Northern Voices
• The Scheme was created for the northern voices of England to be heard as different
areas and regions will have a different cultures compared to each other.
• Three of the Northern writers have moved and created popular tv shows such as Tony
Schumacher who has created the hit series the responder, staring Martin Freeman.
• The Northern writers were created to give people the opportunity to show how different
regions in England are and that we each have a different upbringing compared to other
regions.
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4. Target Audience
Demographics Psychographics
• Age – 16 to 24 years old
• Education – College, Sixth Form & University
• Gender – Both Gender
• Family Size – None
• Income- None
• Occupation – Education or full-time work
• Religion – None
The explorer - they like to discover new things and are
attracted to new or innovated brands, products, and
experiments. This psychographic is targeted as they like to
explore new trends and experiments and they would be the
perfect group to try an experiment.
The Aspire - They want status brands that shows their
place in society. They are happy to invest in luxury goods,
They consider themselves stylish on trend. This
psychographic is targeted as they like to follow trends and I
believe that this documentary would be suitable for them
as they are more likely to use this information to spread it
around and look more informed.
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5. Primary Research – Survey
I created using google forms in order to be filled in by the target audience to figure out what type of
documentary they would want and information they already know regarding social media. This
allowed me to understand more of the target audiences needs but also what attracts them to watch
documentaries.
Survey Evalution
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From this survey I have been able to create a more
accurate target audience profile based of the answers
I got, compared to the brief I was given just based on
the age of the audience members.
This survey has been able to give me a lot information
on my target audience such as their most common
gender, how they feel about social media, if they believe
we rely on technology too much, the genre they like the
most and if they know anything about the northern
voices scheme or BBC themselves.
This survey I was able to gather that only 40% of the
target audience understand how social media really
works meaning that 60% of the audience is not
educated on how social media works.

6. The social dilemma documentary is about the effect of social media how such a huge impact on today's
youngest generation as they are begin raised by mobile phone where social media can have a
devastating effect on their lives.
• The documentary shows the effects of social media, how social media are run by ai ,which none has
control over, and how business use social media to sell your information to business so they can
target people.
• In the documentary there are very informed and vocal people explaining the devastating effect social
media can have on our lives.
• we see a typical family which is surrounded by social media and how each member of the family is
effectyed by social media and the consequences of their actions.
• This shows us that the media has such an easy influence over our minds and that they
subconsciously change our thoughts through advertising.
• This documentary is an expository documentary as I believe this type of documentary is the best type
of way to keep the younger audience engaged as some parts are almost like a drama tv show as
there are r enactments or scenes with the effects of social media on a full family. This style of
documentary is able to keep the audience informed but also engaged as they use animations, tv
show style scenes and graphics effects.
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Documentary Research
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The Social Dilemma – Documentary

7. Idea Information

8. Documentary Ideas – Mind Map
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Life
Advancements
Uncontrollable
Too much Power
Wor
k
Film Industry
Business
Emotions
Educatio
n
Primary
Secondary
College
Cyber
Bullying
Instagram
Social
Media
Platforms
Self-Identify
Mental
Health
Advancements Of
AI
Countrie
s
Depression
Anxiety
Social
Media
Instagra
m
Cookie
s
Privacy
Technology
News
Culture in the Digital Age

9. Ideas For Documentary – Culture of the Digital Age
Idea 1
My first idea was to create a poetic documentary based on social media and how it truly works, as many people do not
know that social media and other platforms such as google use your information and sell it to business which will market
certain brands to you or show you certain things for your preference. I would evoke an emotional feeling from the
audience by showing them serve cases of cyber bullying and how social media affects their mental health so much.
Idea 3
Idea 2
My Main Idea for my Documentary will be based around how we use social media & Platforms everyday and use it to
inspire us, but we don’t know the full truth about how it really works. I wish to use this documentary to show the
audience the positives and negatives of social media.
My Second Idea was to show the target audience how technology has advanced from cassettes to mobile phone and
show them how this is affecting us all in positive and negative ways. I would show this by showing the audience how we
came so far in such little time but include important information such as how much it effects the planet but how we are
helping that cause.
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10. Main Idea For
Documentary
My Main Idea for my Documentary will be based around how we use
social media & Platforms everyday and use it to inspire us, but we
don’t know the full truth about how it really works. I wish to use this
documentary to show the audience the positives and negatives of
social media.
• This will be set as an expository documentary as I wish to be able
to back up my information with true figures but also, I can make it a
very information but emotional documentary as I can show statics
about how technology and media itself can easily affect one's
mode with out realising it.
• I believe that this type of expository documentary will be beneficial
to the target audience as it will be the best type of documentary for
the audience as it will make them more engaged in the
documentary and as they may be disengaged if it is an interview
without any cuts or re-enacted scenes.
• In the Documentary I will be able to keep the audience engaged
with showing them re enactments of scenes or showing them
scenes instead of interviews as I believe interviews without cuts of
scenes will dis engage them as I believe they do not have a long
attention span unless they are truly engaged with the situation.
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12. Additional Information

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For my documentary I believe I will use the expository
approach as I believe it will be the best form of documentary
as there are many facts such as;
• One reason why is that I can do an overlay of audio, "the
voice of god" , as this will allow me to explain the effects
of digital technology while showing subject matter on
screen instead of me which would make my target
audience lose interest.
• Another reason why I will have an expository approach is
that I can use images and clips of videos to prove my
point and have evidence to back up my claims of the
impacts of technology has on our lives and how we relay
on it.
• I can also create re-enactments of situations which have
happened but also add more informational for the viewers
to understand. The re-enactments will be able to keep
their attention as they would want to know how it all
finished.
Which mode of
documentary I will use?

14. Why will it be
successful?
I believe that the documentary I will based on the subject
matter of how social media affects us and how technology is
becoming more advanced with the internet.
This is because I have done the research into different types
of media such as the types of documentary's, primary
research and market research. All this research has been able
to allow me to understand the target audience more but also
the different types of documentaries modes.
I chose the topic of social media as many people use it in
there day to day life but also, I know the target audience are
mostly likely hugely affected by it and need guidance on how
to navigate through this AI and how to be careful and safe
online.
But also showing the fun side to technology and how our
advancements are bringing us together in different ways.
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15. Any Questions?

16. Thank You
Jasmine McNeil
Jasminemcneil6@gmail.com
07732 89622
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