- The document discusses audience feedback from a questionnaire given to 30 students aged 17-18 about a hip hop music video. - Key findings include that 77.8% found the video enjoyable, 80% felt it fit expectations of a hip hop video, and 100% felt it used enough hip hop conventions. - However, the intended dominant reading of the negative aspects of drug life was less clear, with 73.3% interpreting the dominant reading as the rebellious lifestyle instead.

1. Evaluation 3
What have you learned from
audience feedback?
By Dawid Jurkowski

2. The questionnaire used for my audience feedback.

3. To conduct my feedback I have used a questionnaire and implemented my results into a ‘Pie Chart’. I have used a pie chart as it made
my research easier to construct and present as well as making it more visually appealing.
The purpose of audience feedback is to gain full understanding about my production and understand whether or not it was successful
according to my target audience. I have used a sample of 30 people from the same age group and social class. All of my interviewees
were 17-18 year old students (D social class). The questionnaire was essential as my production was based on the ‘expectations’ and
‘ideals’ of Hip-Hop music video according to my target audience of young adults/teenagers. Therefore I was able to gain answers from
my target audience and see whether or not my music video and ancillary tasks were successful.
The reason for me getting audience feedback is due to the fact that audiences are very significant to the success of the media text. This
is because media is made for consumption and without the consumers the media text is irrelevant and pointless. Therefore the
questionnaire allowed me to gain full understanding of my audience's opinion in relation to my production furthermore, to measure the
success of my production.

4. ‘Was the video enjoyable’ - This question allowed me to
understand whether or not my music video was enjoyable to
watch according to my target audience. From the data, 77.8%
interviewees agreed that my music video was enjoyable to
watch. This indicates that my music video was successful as
the audience found the video entertaining, therefore reaching
my target audience. This indicates that I met my success
criteria because the whole point of producing a music video is
to entertain my target audience. On the other hand 22.2% of
my target audience found the music video unenjoyable, this
could be related to their musical preference. I believe that
having opened question would be more successful within this
question because I would be able to understand why my music
video was not enjoyable to my target audience, but the date
would be hard to represent and produce, hence the use of
close question.However on whole my music video was
successful as it was entertaining to majority of my target
audience.

5. ‘Did the music video fit the expectations of a Hip-Hop
music video? This question allowed me to understand
whether my music video met the Hip-Hop expectations
and conventions according to my target audience. 80%
of my target audience agreed that the music video and
ancillary tasks conveyed the expectations of the Hip-
Hop genre. Therefore indicating that my music video is
successful because my audience research was based
on ‘Expectations’ according to my target audience in
which the production was based on. Therefore my music
video and ancillary tasks were able to meet the
requirements and success criteria. 20% of my target
audience disagreed with the question, however the
majority of my target audience agreed, therefore my
music video and ancillary tasks are successful on whole
according to my target audience. This is what I intended
of the music video and ancillary tasks; being generic, so
that the production can be identified as a hip hop music
video. This ideal was adopted from Steve Neale’s theory
of “genres are instances of repetition and difference”.
Which, suggests that productions should be repetitive,
so that they can be identified as a certain production,
hence my music video and ancillary tasks being generic.

6. ‘Does the music video utilise enough generic conventions to
be identified as a Hip-Hop music video’? This question
allowed me to understand whether my target audience
believe that I have used enough Hip-Hop conventions to
identify my music video as a Hip-Hop music video. I have
used a lot of Hip-Hop conventions within my music video to
make my production ‘generic’. The most visible conventions
used within my music video were the use of drugs,rebellious
lifestyle and the clothing of my artist, which allowed my target
audience to identify my music video as a Hip-Hop music
video. 100% of my target audience have agreed that I have
used enough generic conventions to identify my music video
as a Hip-Hop one, therefore I believe that I was very
successful in using conventions to produce a Hip-Hop music
video visible through the data. Therefore making my music
video easily recognisable to my audience. On whole, I have
managed to create a ‘Generic’ Hip-Hop music video.

7. ‘How successful are the ancillary tasks, in terms of
advertising the music video? This question was establishes
whether or not I was able to create successful ancillary
tasks in contrast to the promotion and advertisement of my
music video. From my audience feedback I have received
variation of answers. 39.2% stated very successful, 23,5%
stated successful, 27.5% stated Ok and 9.5% stated not
successful. On whole majority stated that the ancillary tasks
were either successful or very successful in advertising the
music video therefore indicating that my ancillary tasks do
their job and spread the message across. I believe that the
reason for my audience's opinion is related to the fact that I
have used the same imagery and visuals throughout my
music video, and ancillary tasks (synergy). Hence, why
majority of my target audience believe that my ancillary
tasks were successful in promoting my music video as my
production is very relatable throughout. On whole, I was
able to succeed in creating effective digipak and magazine
poster as according to my target audience, my ancillary
tasks promote my music video. This is shown through
Blumler and Katz uses and gratifications model, as the
ancillary tasks fulfill the gratification of ‘identity’. Whereby,
the products are recognised as being advertisements, of the
same production visible through the use of same visuals
and conventions throughout the ancillary tasks and music
video.

8. ‘What in your opinion was the ‘Dominant’ reading within the
music video?’ This question allowed me to establish
whether I was able to create the reading I wanted
throughout my production. The ‘Dominant’ reading I have
intended to create was the negativity of drug life with the
use of rebellious lifestyle. I have implemented both ‘drug
life’ and ‘rebellious lifestyle’ within the questionnaire to get
a brief understanding; what my target audience believe is
the strongest dominant reading. Even though my intended
dominant reading is that drug life is negative and and
should be abandoned a lot of my audience believe that the
dominant reading is the rebellious lifestyle. The reason for
this might be due to the fact that my artist is never ‘sad’ or
‘depressed’ but is mostly happy whilst being rebellious and
doing drugs, therefore indicating that the dominant reading
is the rebellious lifestyle. I believe that for me to create a
stronger dominant reading I would have to present my artist
in a more negative and sad manner whilst doing drugs,
which would enhance my dominant reading of drugs being
negative. Moreover, the ‘rebellious lifestyle’ reading did
come across to my audience therefore indicating that the
reading I have created is successful. However on whole
majority of my target audience 73.3% got the dominant
reading of rebellious lifestyle and drug negativity however I
have intended to convey the drug negativity more stronger
which from my result show was ineffective.
This question relates to Stuart Hall’s theory of ‘reception’ - indicating
that audiences have different readings. (Dominant, Negotiated,
Oppositional and Aberrant)The ‘Dominant’ reading I have intended to
create is the negativity of drug life with the use rebellious lifestyle,
which were the two most chosen answers according to my target
audience.

9. ‘Does the poster reflect the ideologies of the music video?’
64.4% of my audience believes that the poster does reflect the
ideologies of the music video, therefore I have created a
successful poster as more than half of my sample believe that
the poster does reflect the ideologies of the music video. This
indicates that majority of my target audience believe that the
ideas of the poster reflect that of the music video. This is
because of the same visuals, as the ‘Run Down’ facing
backwards is the scene from the music video, therefore
reflecting the same ideas. Plus, the artist is portrayed in the
exact same manner within the music video. A large sample of
35.6% disagree with the question, this could be related to the
fact that within the poster there is not a lot going on, due to the
simplicity. Hence, why my target audience believe that the
ideologies are not reflected. Therefore I believe that I would
need to create a more successful poster, which would reflect
the ideologies of the music video by implementing more
symbols and conventions which would help my target
audience gain a more visible understanding.

10. ‘Would you watch the music video again?’ This question is
very important because it gives me a clear overview of the
music videos popularity and whether or not my music video is
worth watching again. As there is no point in creating a music
video for one time viewing only I’m very glad that majority of
my target audience (66.7%) would watch the music video
again, therefore indicating that the music video is successful
as my target audience would happily watch it again.
Furthermore, the whole point of a music video is to entertain
and the fact that my target audience would watch the music
video again it indicates that it is entertaining therefore
indicating that my music video is popular and is successful.

11. In relation to Stuart Hall’s reception theory, I have intended to create a music video with a dominant reading. The reason for
producing a dominant reading (drug life being negative)is to convey a clear message to my audience. The message is clearly
conveyed within my music video as 33.3% of my audience have understood the dominant reading whereas, 40% indicated
that the music video is about rebellious lifestyle, which is highlighted through the use of visuals such as drugs, therefore more
or less the dominant reading is conveyed to my target audience hence the dominant reading coming across. The whole music
video was based on my audience research in which I was able to understand my target audience's ‘expectations’ of a Hip-
Hop music video, therefore the reason for using Hip-Hop conventions such as drugs, rebellious lifestyle and clothing sense.
The VOX pop and questionnaires from my audience research allowed me to construct my media products, as I was able to
use the expectations and implement them into my own music video and ancillary tasks. Therefore my media production is
successful, because on whole I have managed to create a media product that fits my target audience expectations, as well as
entertaining them therefore I have managed to create a successful product according to my target audience in which it was
aimed at.
Richard Dyer, Argues that the use of stereotypes in media reinforces the idea that there are big differences between different
types of people. “How we are seen determines how we are treated. How we treat others is determined by how we see them.
How we see them comes from representation.” This is clearly shown within our music video by the fact our artist is
represented in a rebellious manner through the use of drugs as well as the clothing sense of our artist. Therefore the
audience stereotype ‘Run Down’ and see him as a ‘thug’ because of the way he is presented to the audience through his
actions and visuals such as drugs etc.

12. Firstly, my audience feedback could be improved if I used larger sample of people. This would ensure I get more answers and
opinions therefore making my research more reliable because I would have more data to analyse and implement into my own
work. Secondly, my audience feedback is only based on my target audience, therefore I dont have broad enough data. I believe
that using other age groups than young adults and teengagers would give me a brief understanding about my secondary
audiences opinions and views on my music video and ancillary tasks. This would allow me to gain more valuable data as I’m
focusing on more than one age group. Lastly, I believe that I should have done more than one type of feedback, for example
adding a VOX POP to my research would give me broader analysis, rather than only using one source of feedback - questionnaire.
By adding VOX POP into my audience feedback I would be able to generate more open questions therefore allowing me to gain
more understanding and information about my production, which would give me more informative answers.
My music video and ancillary tasks are successful visible within the data. Firstly, on whole my music video was enjoyable to watch
by majority of my target audience, therefore implying it’s entertaining to view by my audience. Furthermore, majority of the
audience would view the music video again therefore implying that they are constantly being entertained by the music video whilst
watching it. Moreover, my ancillary tasks are successful in promoting my music video therefore proving that my ancillary tasks
work and manage to do their task of promoting the music video. The most important factor within my audience feedback is that I
have managed to succeed in creating media products that fit my target audience and their expectations. This is shown through the
fact that my ancillary tasks and music video have the conventions of the Hip-Hop genre visible throughout the visuals, therefore I
have managed to create a media text that fits my target audience. On whole I am very happy because I have managed to create a
generic music video that fits my target audience and their expectations.
Improvements in relation to my audience feedback.
Conclusion of my research