Final Major Project, Research.

Final Major Project,
Research.
By Kieran Bradley

Research
My Audience:
Who is your project for?
My project is primarily aimed at young people aged 18-35, with this being said, I have also decided to make my product
accessible to anyone younger than that, who may feel they can relate. I also want to shine light on children or young people that
may be living with people that drink a lot. I also want to conduct a number of interviews with people of this aged range, my
audience, as I think that would fit well. I have also chosen this specific target group, because people within this age range, will
have just started drinking or may have drank for a while. I would place my audience in the Demographic table at E, because they
are most likely going to be students, unemployed, casual workers. I would place my audience as Aspirers, when it comes to the
Psychographic.
What do they expect?
I plan to unveil my documentary, on my show “An Alright Show With Kieran Bradley” a community radio station in York called
Two Rivers Radio, I have found that the the station, hasn’t got a specific age range. I think my target audience will expect my
documentary to be somewhat enthusiastic and joyful, for example, if I was making this for BBC Radio 4, the audience would
expect it to be quite dry and serious. I know that my documentary will at some points have to be serious, as this is a big issue
within society and it’s something that I feel strongly about, but at the same time it won’t be a BBC radio 4 documentary, because
I want this product to come from me and resemble a part of me, in a way.
What do they engage with/why?
My target audience engage with social media, they like to go down to the pub for a drink, they also like to go out at the weekend
with friends, they also listen to BBC Radio 1. as I said I plan to unveil it on the radio, I also have to think about when will be the
best time fro me to show it, to make sure that people of my chosen age range are listening, to find out what my audience really
engage with, I’m going to conduct a survey in order to find out.

Research
I have chosen, Aspirers, as the physiographic for my target audience. There are many different physiography's
that I could of chosen, though I feel as if this is the right one for me, when chosen one I had to think about who
my audience were, and what stage they are at in life, for example, are they in full-time work? Are they are
student? Do they live alone? Or with parents. I’m saying that my audience are students, they live with parents. I
will get a clearer picture when I come to create my survey.

Research
Observation:
The observation I have made, from looking at the answers to this question, is that
people aged 18-24 years old, were the highest percentage of people to take part in
this survey. I have also seen that the lowest percentage is 3.23% and that was people
aged 34-44 years old.
What do you say about your audience?
After looking at the response to this question, I have found that my audience for this
documentary will be popular for 18-24 year olds.
How will your product appeal to this audience?
My product will appeal to this audience, because I’m within that age range, so
therefore when they hear me presenting they will connect in some way. Also the music
that I intend to use in my documentary, will be music that this age range listen to.

Research
Observation:
Looking at the answers to this question, I have found that the highest
percentage of people that took part in this survey, were female at 61.29%
and 38.71% were male.
What does this tell you about your audience?
Looking at the responses to this question, this tells me that more females
than males took part in my survey.
My product will appeal to this audience, because the topic of my
documentary is aimed at both males and females, I haven’t targeted a
certain gender, because alcoholism can affect anyone.

Research
Observation:
Looking at the answers I have been given, I can see that 39.34% said that they drink
alcohol and the same percentage of people said that they sometimes drink, 21.31% of
people said that they don’t drink.
Looking at these responses, this tells me that a large percentage of people enjoy drinking,
but also the same amount of people only sometimes drink.
My product will appeal to this audience, because I’m creating a documentary on alcohol
and I think this will appeal to the people within my audience that drink and even the
people that don’t, because it gives them a chance to maybe learn something new.

Research
Observation:
Looking at the answers I have been given, I can see 0% of people said that they
do drink more than 14 units a day, I have also seen that 90.32% of people said
that they don’t, and 9.68% of people said that it’s not applicable.
Looking at these results, this tells me that my the people within my audience
drink sensibly, when it comes to looking at these results directly, I was hoping
for a different response, I was hoping for there to be more people answering
yes to this question, as my documentary is largely based on exploring alcohol
consumption, and these results don’t reflect that.
This tells me that my audience don’t drink more than 14 units of alcohol a day,
but I also have to take in to consideration that I have only received a small
number of responses to my survey.

Research
Observation:
Looking at the answers I have been given, I can see that 65% of people said
that they have an alcohol free day, during the week. I have also seen that
35% of people said that they don’t have an alcohol free day.
Looking at these responses, this tells me that my audience ensure that they
have an alcohol free day during the week, it also tells me that some people
in my audience don’t have a free day.
My product will appeal to this audience, because I will be talk about having
alcohol free days, during my documentary.

Research
Observation:
Looking at the responses to this question I have see that people have a lot of different views when it
comes to alcoholism, which is understanding as it is such a big part of society and affects a lot of people’s
lives. I’m also seeing that a lot of people want change when it comes to the consumptions of alcohol. I’m
also seeing on the other hand, that some people think it’s fine the way it is and think there shouldn’t be
any change.
Looking at these answers, this tells me that my audience are very mixed on the views, regarding this
topic.
My product will appeal to the people within my audience that want change when it comes to alcohol
consumption, as I will be exploring that in this documentary. I also think in some ways my product will
also appeal to the people within audience that don’t want change, because they may learn something
new, or want to find out more, on the subject.

Research
Observation:
Looking at the responses to this question, I have found that people have a lot to say when it comes to the
reasons why the consumption of alcohol is so high, I have found that a lot of people are saying it’s because of
the stress of like, because it’s the “norm” and because it’s readily available to buy and cheap.
Looking at the responses I have gathered, I have found that my audience are very of the society that they live
in, and they also have a lot to say on this topic.
My product will appeal to this audience, because I will be exploring this question and getting answers that
people want, when I come to create my documentary.

Research
Observation:
Looking at the answers I have received, I have seen that 29.51% of
people said that a person in the family, have a problem with
drinking. And 70.49% of people, said that they don’t have anyone in
the family that, has a problem with drinking.
What does this tell you bout your audience?
Looking at the responses I have been given, I can tell that my
audience have first hand experience with alcohol, whether that be
they have issues at home, with a family member, or are going
through it themselves.
My product will appeal to this audience, because I will be exploring
this issues in detail, within my documentary.

Research
Observation:
Looking at the answers that have been given, I can see that 45.16% of people answered yes
to listening to a radio documentary exploring alcohol. And 54.84% of people answered no to
wanting to listen to a radio documentary.
Looking at these responses, this tells me that a larger number of people in my target
audience, would not want to listen to the type of product that I’m wanting to create.
My product will appeal to this audience because I will look at what they have said and take
it on board, in order to ensure that my product attracts the people that have said they
wouldn't’t listen.

Research
Observation:
Looking at the responses that I have been given, I have found that my audience have a lot of
different individual elements of a documentary that would attract them to wanting t to listen.
Looking at this responses, I have seen that my audience have strong views on what they expect
from a documentary, and the types of aspects that need to be explored, to ensure it gets there
attention, for example, some are looking for answers and solutions, and some say that
interesting facts and laughter needs to be in in for them to listen to it.
My product will appeal to this audience, because I will listen to the responses they have given,
and take them on board, when I come to create my product, I plan to use facts in documentary
to explore this topic and try to answer the questions that my audience may be looking for.

Research
 What already exist?
 After looking for possible existing products, on BBC Sounds, I couldn’t find any documentary that was
covering the same topic as I am. All of the documentary's were either on politics, music, art or history.
With that being said, I have managed to find one, produced by BBC Radio 4 Extra, this is “Britain on the
Bottle: Alcohol and the state”.
BBC Radio 4 Extra: Britain
on the bottle: Alcohol and
the state.

Research
What already exists?
I have found a small audio segment, courtesy of BBC Radio 4 Broadcasting House, about a
Labour MP describing life growing up with his alcoholic father. What I liked about this, was
how even an MP has a troubled life, it’s not just the average person, alcohol can effect
anyone of any gender, social status or job role. This illness, can infect anyone. I found that
there was no music of any sort of sound effects to this audio piece.

Research
What already exists?
I have found series of podcasts, called “Radio 1’s Life Hacks” produced by the BBC and
presented by Cal Spellman and Katie Thistleton. The series looks at a number of
different issues facing young people, for example, Depression, Anxiety, Loneliness, and
give listeners general health advice. While listening to a number of episodes I have
found that the presenters come across in certain way, very welcoming and accepting,
they want to make the listener feel comfortable. I have also found that they play a
certain set of songs with each episode, the songs are vey up lifting and have a minor
theme to them, they aren’t sad or depressing, because the presenters want the
listeners to feel happy and gain an element of trust in them.

Research
I have found a two part documentary called “Mending Young Minds”
produced by BBC Radio 4, in this episode they discuss the mental health
conditions affecting a generation, and hear from patients and their
therapists talk frankly. I have found when listening to documentary's
produced by Radio 4, they tend to be quite dry and serious, and intended
for an older audience, that audience being people aged 35-54 with a
demographic of ABC1. I also found that, the producer had incorporated sad
instrumental music when the woman was talking her mental health. I also
found that the langue used by the presenter, was very formal and clear, I
also found that the presenter was a woman of older age than the radio
presenters this is because the station wants to attract this type of listener.
Also the listener feels more comfortable, hearing a person of the same age,
speaking to them, as they feel they can relate.

Research
I have found a programme on BBC Radio 4, called ”You &
Yours” in this episode, Dr Michael Mosley examines the
government guidelines, surrounding alcohol units. After
listening to this episode, I have found that it is intended for a
mature audience, I have also found that the producers,
haven’t used any sound effects, or a music bed throughout the
episode, also the language used is very formal and the
presenter comes across in a very professional manner. I have
also found that this episode has a lot of similarities, to what
my radio show will be like, for example I will use formal
language at times, but my show will also be relaxed and
informal at times.

Research
What is the Competition?
After looking at the local radio stations schedule, including BBC Radio York
and Minster FM, I have found that none of them have a program or show
that is based on documentary’s or they also have nothing in regards to an
existing Radio documentary on alcohol. I have no competition when it
comes to the ”well known” local radio stations, but I do when it comes to
other shows on Two Rivers Radio, as they have a show called “Yor Living
Well Show” which looks at health wellbeing. Although I do think I’m
bringing something new to Two Rivers Radio by making this documentary,
as it hasn’t been done before, so I think in a way my competition is very
limited.

Research
Mini Summary:
Researching existing products, has given me chance to look at different
products that are in the same field, of what I want to create. I have found all
of these products interesting, because I have found they are all individually
different, in the langue that the presenters use and the music used in each
one.
What can you investigate more?
After researching existing products, I have found that I could investigate more
about the different types of langue used, during a radio documentary, for
example informal and formal, I also think I could investigate more about the
different types of music used throughout documentary's covering different
topics, for example, happy, sad, mysterious. I will take inspiration from these
aspects when I come to do my own product, as I will look at the music I use in
my documentary and the langue I use, I intend to use quite formal langue, and
I will look at using quite emotional music, as I’m covering quite a sensitive
topic, researching several different existing products has really helped me
when it comes to looking at the different aspects, such as langue and music.

Research
Production Techniques
When it comes to creating this documentary, I will be using a hand held recorder to do interviews with, I
will also be using Adobe Audition, when I come to edit my interviews. Also I will be looking at other
techniques in regards to the langue, I use when talking to possible contacts.
How do you intend to realise your project?
I plan to realise my product, by conducting a survey, and an interview with people that know a good
amount of knowledge on this topic. I also plan to research interview techniques, and look at the langue
used, I also plan to look at different editing techniques, specifically in the audio field, to relate it to my
project. I will also be researching facts and figures to use in my interviews and making sure they are
accurate and up to date.
What specific techniques could you utilize?
I will be using a hand held recorder, when interviewing people, to do this successfully I will need to find a
quiet room. I will also be using Adobe Audition for editing my interviews, this will really help me to make it
sound professional. I will also be looking at, how I conduct conversation with possible contacts to ensure I
come across correctly. I will also be looking at specific types of music and sounds, when it comes to
incorporating them in to my documentary.

Research
Facts and Figures
In 2016, 19% of adults aged 16 and over in England said that they
had not consumed alcohol in the last year or said that they are a
non-drinker.
In England in 2016, 17% of men and 22% of women said that they
had not drunk any alcohol in the last year
It is estimated that in the UK in 2017, the average weekly
household spend on alcohol consumed in the home was £8.20,
while £7.90 was spent on alcohol consumed outside the home.
407 people died from alcohol poisoning in the UK in 2016
In 2016, it is estimated that there were 230 fatal drink
drive accidents.

Research
I have looked at the BBC’s policies and guidelines, when it comes to
producing. I’ve also watched a video of Ben Cooper (Controller of BBC
Radio 1/ 1Xtra and Asian Network) he spoke about how Radio 1’s, 1Xtra
and Asian Network aim is to bring in new, young and diverse audiences,
when someone’s wanting to pitch an idea for BBC Radio. They have a
stagey called “Listen, Watch, Share.”

Research
Researched charities and organisations:

Research
I have researched a number of different organisations and
charities, including North Yorkshire Police, I have emailed them
all, in the hope to get an interview arranged, and speak to
someone that knows more about this subject, although I have
found it hard to getting any positive responses back, due to the
nature of the subject, I have found people don’t want to speak
about it publicly, and also getting an interview arranged with a
young person, that is experiencing any forms of alcoholism, has
been hard because it is a sensitive subject. Also I have also got a
contact for when it comes to showing my product at the end,
when it’s all complete. I will be showing it live on Two Rivers
Radio, on my show An Alright Show With Kieran Bradley.

Research
Mini Summary:
Looking at charities and originations, has helped me when it has come
to trying to get interviews and speak to someone that is an expert on
the subject I’m covering. It has also helped me because I know have
found services that I didn’t know existed, it has also helped me,
because I will mention all the different services I have found, and by
doing that, it will help me and my audience understand the scale of
this problem.

Research
This is Oliver Sykes, he is the front-man and
lead singer of Sheffield based rock band,
Bring Me The Horizon. Oliver has been very
open about his struggles with past addiction
although he hasn’t had struggles with
alcohol, drug addiction is just as important
to cover. He spoke about his struggle at the
2014 Alternative Press Awards.
Oliver Sykes at AP Awards
2014.

Research
This is Jim Morrison, he was the front-
man and lead singer, of US rock band
The Doors. Jim died 3rd July 1947 in
Paris, France. He was found dead in a
bathtub at his rented apartment,
although the official cause of death
was listed as heart failure, to this day
the speculation around how Morrison
actually died is still spoke about,
people say that it was because of a
drug fuelled overdose and people say
that alcohol was the main factor.
Jim Morrisons, resting
place.

Research
Looking at Radio 1’s demographic and the general theme that
they go with when producing a show. I have found that the
target audience for this radio station is 15-29 years olds. I have
found also that they use, informal language to try and connect
with the audience, I have also found that Radio 1 and other radio
stations choose certain types of people to host a show, for
example, Radio 1 will have a host that’s relatively young in order
to try and find something in common with the listener, because
they want to connect with them. I have also found that BBC
Radio 2 do the same, they have a host aged in there 30’s
because the target age for this station is 35 years and older. I
have also found that the Idents and jingles that Radio 1 use are
modern and relevant, for example they use an upbeat electronic
instrumental sound bed on the their jingles. They do this to grab
the attention of the listener.

Research
 Looking at the topic I will be covering on my show, I have to take a few things in to consideration,
these being, the language I will use, I have decided to use formal, but relaxed language, I have taken
inspiration from BBC Radio 1 presenters, when deciding this. I have also thought about what music I will
play on my show, I have decided a mixture of genres, I have also made sure that the music I play is up
to date with my audience. In regards to tone and mood of my show, after listening to a number of
shows, on several different radio stations, for example BBC Radio 4, conduct themselves in a very
formal manner, when speaking to the listener, and the mood of the shows are clearly intended for an
older audience, I have seen this by the content that they cover and the mood and tone is very serious
and professional, where as Capital FM for example the mood and tones of the shows are informal and
relaxed.
 To structure a radio show, the host will create a script, and have a breakdown of each section of the
show, they will also know all the timings and songs that are going to be played, also the are aware of
how long a jingle will last and each song. They will also create a running order that shows the
breakdown. They also have a content producer, that creates content for the radio show and works
closely with the presenter.

Research
Radio Broadcasting:
These are the main figures within
the Radio sector. As you can see, a
lot of people go in to making a
radio show and the general
running of a radio station.

Research
Alcohol Harm Facts
A study by the Royal College of Physicians estimated that alcohol costs the NHS £3
billion per year.
The UK government estimated in 2013 that in total alcohol costs the UK £21 billion.
The alcohol industry contributes £11.5 billion to the government through VAT and alcohol
duty each year.
21% of adults in the UK (9 million) drink above the recommended guidelines
Of those that drink above the recommended guidelines, 83% believe that they are not
damaging their health.
There are 1.2 million alcohol related hospital admissions in the UK.
13 separate medical conditions were wholly attributable to alcohol consumption
35 separate medical conditions were partially attributable to alcohol consumption
Alcohol is thought to play a part in 40% of all violent crime, that is a total of 1 million violent
crimes.
39% of deaths in fires are alcohol related.
1 in 7 road traffic deaths are alcohol related.

Research
Alcohol Withdrawals.
Sweating/high temperature
Sleeplessness
Nausea and vomiting
Diarrhoea
Delirium tremens (D.T.’s)
Disorientation
Hallucinations
Tremors/ shaking
Seizures/ Fits
Stroke
Heart attack

Research
Social Effects of Alcohol Use
Withdrawal from social activities
Devaluation of personal relationships
Withdrawal from family and friends
Difficulties performing at work or home
Financial insecurity
Serious relationship and work-related
problems
Unemployment

Research
Bibliography for Research:
1. Anon. (2019). Facts & Figures . Available:
http://alcoholeducationtrust.org/teacher-
area/facts-figures/. Last accessed 31st January
2019.
2. Anon. (2009). Facts. Available:
https://www.drinkaware.co.uk/alcohol-facts/.
Last accessed 31st January 2019.
3. Anon. (2019). Mending Young Minds
. Available:
https://www.bbc.co.uk/programmes/b06810pq.
4. Anon. (2019). Living With An Alcoholic
. Available:
https://www.bbc.co.uk/programmes/p04rfyjk.
5. Anon. (2018). Britain on the Bottle: Alcohol and the
State . Available:
https://www.bbc.co.uk/programmes/b00t1q76. Last
accessed 31st January 2019.
Anon. (2019). Anon. Available:
https://northyorkshire.police.uk. Last accessed 4th
February 2019.
Anon. (2019). Anon. Available: https://www.alcoholics-
anonymous.org.uk. Last accessed 4th February 2019.
Anon. (2019). Anon. Available:
https://www.york.gov.uk/DrugAndAlcoholService. Last
accessed 4th February 2019.

Final Major Project, Research.

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