Gemma Lovitt conducted audience feedback to improve her coursework, which was aimed at females aged 16-25. She found both positive and negative feedback through focus groups, surveys, and questionnaires. This helped her identify technical issues, like poor video quality, and aesthetic problems, such as shots that went outside the frame. She was able to make improvements like reshooting with a better lens and keeping shots framed properly. The feedback also showed that her work communicated differently to different audiences, from those who understood her intended message to those who disagreed. Overall, the feedback was very useful for improving her work and meeting the needs of her target audience.

1. Gemma Lovitt Evaluation Question 3
Evaluation 3-What have you learned from your audience feedback?
When gathering audience feedback I encountered many positive and negative factors due to range of
different opinions however many aspects of the criticism enabled me to improve my coursework.
Conducting audience feedback allowed me to identify areas in which I was doing correctly and others
which I was doing wrong or could have been improved on. It allowed me to produce relevant and
successful coursework due to primarily focusing on my intended target audience.
The primary target audience for my products included females around the age of 16-25. My primary
target audience consisted of only females due to the lyrics and artists portraying the entire narrative
from her point of view stating what the ‘male’ protagonist had done wrong. My secondary audience
could potentially be males due to wanting to understand a women’s point of view within a relationship
however the main focus on my music video consists of females. Examples of attracting the female
audience could be on my digipak where I used symbolic props such as a shiny heart connoting love,
passion etc. Another example could also include the narrative portrayed throughout my music video
following a female on her journey which allows the audience to personally identify with the
character/protagonist.
Furthermore my primary demographic includes BC1 and C2. I believe this is a suitable demographic as it
consists of individuals from a middle class, and lower middle class working background. Therefore this is
suitable when relating to my music video, magazine advert and digipak as many of the settings and
location would not be likely of those from an upper class background. Similarly BC1 and C2
demographics consist of individuals such as students, supervisor, junior manager etc. Likewise the lyrics
and the presentation of my artist can relate to those from the demographics of BC1 and C2 due to
wearing similar types of clothing etc and acting in similar ways. It would be unlike a grade A
demographic to be interested in my music video as this would include individuals such as lawyers and
accountants, and therefore I can immediately interpret that they wouldn’t be listening to music from
the indie pop genre whereas instead would stereotypically be more interested in classical music etc.
Although I was aware who my intended target audience was I had to conduct a range of feedback in
order to produce coursework that met the needs and wants of my target audience. Therefore within my
methodology stages I created surveys, focus groups, questionnaires etc all to gain quantitative and
qualitative data.
Firstly I carried out a focus group where I showed a particular range of individuals my music video. This
was beneficial as I got a range of quantitative data which was detailed informing me on exactly what I
can improve and develop on aswell as stating what they believe I had done well. From this information I
was able to develop on criticism as it allowed me to identify footage which either needed to be taken
again, or edited. However when I carried out the focus group I believe that I didn’t ask enough people
and I should have asked a different group due to all individuals being from my media class. Therefore
this may not have given me truthful and reliable feedback due to classmates trying to be kind and not
giving as much criticism as they could. After all feedback was collected I ensured that I kept a clear and
tidy record of it and therefore I saved all results onto a table on Powerpoint. This allowed me to access
the information freely aswell as clearly being able to identify aspects of the results.
Furthermore I also signed up to survey
monkey as this was an effective website
when collecting all my feedback and data.

2. Gemma Lovitt Evaluation Question 3
Likewise survey monkey is a successful website as it allows you to keep a file of both quantitative and
qualitative data which was beneficial as I had both numerical and descriptive forms of feedback.
Therefore this automatically displayed my feedback in a variety of formats ranging from bar charts, to
descriptive text, etc.I believe this was a good choice when focusing on ways to record data as it was on
the internet meaning that I could access it where and when I wanted. Similarly all questions can be
edited meaning that if I made any mistakes it can immediately be repaired. Likewise survey monkey
allows you to add and delete questions therefore if they are irrelvant they can be removed straight
away. Lastly by creating my questionnaire on survey monkey was beneficial as it allowed a wide range of
audiences to access meaning that I was able to collect detailed opinions from a whole range of
demographics.
Conducting feedback was vitally important when understanding what technical and aesthetic
improvements could be made to my work. For example when I first began filming my original footage I
decided to get feedback straight away as I wanted to know whether or not the piece of footage was
liked by my intended target market. Conducting this feedback was effective as it allowed me to identify
technical improvements that could be made as many of my original footage was a poor quality as I was
just starting to get used to the camera. Therefore from feedback I was criticised and told to
reshoothowever I researched and became resourceful asking my teacher whether or not I could use a
different lens to get better quality and clearer footage.
Furthermore much of my feedback aided an understanding of how my work communicated to my
intended audience. For example after gaining a range of feedback from my target audience I gained an
understanding that my music video didn’t use the hypodermic syringe theory due to each individual
taking their own meaning and message and not being passively involved where they are being injected
with information and feelings. I am able to identify this due to the feedback being a range of different
opinions and views. Although this was a time consuming process it was all beneficial when wanting to
improve my overall grade and therefore the audience feedback was a useful resource. Similarly from
analysing my research I was able to identify that I had many aesthetic improvements due to the look of
my video not having a professional vibe. For example throughout the majority of my feedback
respondents stated the same aesthetic change being the ‘holding hand’ shot. All respondents stated
that instead of going outside of the frame I should remain the shot within the frame. Therefore to make
my music video more visually appealing I decided to make this change in order to meet the needs and
wants of my audience enabling them to become engaged and interested.
However a theory that is suited to my feedback includes the effects theory by Stuart Hall. This can relate
to the decoding process that the audience intake while interpreting a wide range of views and messages
from the narrative. When gaining feedback I was aware that my music video can be linked to the
aforementioned theory as I got a variety of views, some agreeingwith the narrative(dominant reading),
some who agree and disagree (the negotiated reading) and those who don’t agree and do not
understand the message and signals portrayed (the oppositional reading.) From my feedback I was able
to identify that the majority of my target audience understood the purpose and outline of my narrative
as they believed this was the strongest part of my filming. Therefore this meant that the audience read
the majority of my text the way I intended to, therefore meaning that the code felt natural and
transparent. However I did get a few mixed reviews when stating why I used certain aspects of footage
and got criticised stating I should change and adapt certain shots and scenes. The mixed reviews may
have been due to oppositional interests and experiences, however it is unlike a music video to please
and appeal everyone.