Final Music Video

Music Video Draft 4

Using convention from real media texts

Research and Planning

Post Production

Creativity

Digital Technology

Final Magazine Advert

After asking 10 people their opinions on my designs i came to the decision that my favourite was design three. I was able to do this by asking people for their comments and opinions through a small questionaire asking: What design they preferred and why?

These are some quotes i gathered from my feedback:

"I like the way is tied in with your digipak"

"The strong image is a god representation of the female artist"

"I like the theme of hearts which ties in with your music video"

"The colours are bright and bold which caught my eyes"

"The central image of the artist allowed the attention to be given to her"

Ruby Reigns Magazine Adverts

Artist Magazine Advert Research

Audience Theory

What or who is an audience? Everyone has been an audience in some way, whethere yiu are watching television programmes, adverts, live performances or listening to music. In media terms, an audience is a group of people who recieve media text. An audience would be part of an audience for media gtegxt through a media carrier such as television, internet, magazine, newspaper, DVD or radio.

Who is our audience? For our Adanced portfolio, our audience would be young modern females around the age of 15-25 and they would receive our music video through Youtube and music channels such as the most famous MTV and the pop based 4Music.

Demographics
Media research is very important for a media producer because they have to know who their potential audience is and know as much as possible about them. A common methog of audience research is known as demographics. This groups the population into 6 groups and naming them using letter codes to describe the income and status of people.

A-Higher management, bankers, lawyers, doctors and other professionals.
B-Middle management, teachers, creative and media people.
C1-Office supervisors, junior managers, nurses, specialist clerical staff.
C2-Skilled manuak workers, plumbers, builders.
D-Semi-skilles and unskilled manual workers.
E-Unemployed, students, pensioners, casual workers. T

These audience demographics are based on the National Readership Survey's socio-economic grades see http://www.nrs.co.uk/

I carried this out in order to find out about my target audience.I did this at the Demographic Group of Groups B and E.

1. How often do you watch music channels?
a) Every day b) Every few days c) Once a week d) Once a month e) More

2. What music channels do you commonly watch?

3. At the weekend do you
a) Socialise with friends b) Stay in and watch TV c) Shop d) Visit family

4. What style of music do you like most? a)Indie b) Pop c) Rock d) Alternative e) Dubstep f) R n B g)Other

Pyschographics
Pyschographics is a way of decribing and udience by looking at the behaviour and personality of its members. Pyschographics labels a particular type of person and makes an assessment about viewing by putting them into groups with labels that suggest their position in society. This is 4C's Marketing Model:

Mainstreams-Seek security.
Aspires-Seek status.
Succeeders-Seek control.
Resigned-Seek survival.
Explorers-Seek discovery.
Strugglers-Seek escape.
Reformers-Seeks enlightenment.

Hierarchy of Needs
Abraham Masalow is an American Psychologist who suggestes that every individual has needs, for example we all need to eat and sleep before we can go on to more complex social needs. His Herarchy of Needs suggests that once people have their basic needs they can then go on to satisfy successively 'higher needs' that occupy a set hierarchy or system of ranking. He came up with this pyramid where basic needs are at the bottom and at the top self actualisation. Marlows's upper levels at the top of the pyramid are about self esteem and gaining the respect of others. This can be linkes to the idea that consuming particular media texts fulfils self-esteem.

Cultivation Theory

This theory suggests that a repetition of the same media text will have an effect on the audience's attitudes and values. De-sensitisation is a similar idea which suggests that long term exposure to violent media makes the audience less likely to be shocked by violence and being less shocked by violence, the audience may then be more likely to behave violently. People have criticised this theory because they argue that screen violence is not the sanem as readl violence.

Two Step Flow Theory

Katz and Lazarsfeld assumes a slightly more active audience. It siuggests messages from the media move in two distinct ways. Opinion leaders who receive media messages, pass on their own interpretations in addition to the actual media content. The audience mediates the information recieved with ideas and thoughts expressed by the opinion leaders so they are not being directly influenced but they are being influences by a two step flow.

This theory relates to our music video because we have exposed our music video onto youtube so available to the public and therefore can easily be discussed on sites such as facebook and twitter due to trends. These trends are also due to videos that have been viewed on music channels which is where we are aiming for our product to be broadcasted.

Active audiences

This theory suggests that the audience acts as individuals who are active and interact with the communication process and use media tects for their own purposes. It siggests that we all behave differently because we all come from different backgrounds with many different attitudes, values, experiences and ideas. This active audience model is generally considered to be more realistic towards audiences.

Uses and Gratification Model

This theory suggests that audiences are a complex mixture of individuals who choose medis texts that best suits their needs. This thoery rekates back to Maslow's Hierarchy of Needs. For exxample people could use our music video to satisfy their needs of escape by using humour. This theory also suggests that media audiences are active and make actrive decisions about what they consume in relation to their social and cultural setting and their needs. It states that media meanings are not fixed and can be decoded betwenn the media producer's intention and the acudiences actual reading.

In 1974 theorists Blumier and Katz quoted, "Media usage can be explained in that it provides gratifications (nmeaning it satisfies needs) related to the satisfaction of social and psychological needs''.