Evaluation Task 3 - part 2

According to Theorist Stuart Hall, audience reading can be broken down into three different readings,

• The Dominant Reading - is when the viewer decodes the desired codes of the product.
• The Negotiated Reading - is when the reader accepts the dominant reading, but with their own twists. 
• The Oppositional Reading - is when the viewer interprets the product in a totally unexpected way, that has not been at all encoded. 

Mostly, our target audience decoded the dominant reading, which followed the evening of one teenager's life, and how he is blown into another scene by the 'electric feel'. The Electric Feel stems from the kiss and is left up to audience to decide how the evening plays out, for that was the end of the narrative. We also got a fair amount of feedback from people who interpreted a negotiated reading. They recognised that the kiss was symbolic, but over thought it's meaning and presumed that it was a transition from reality into a psychoactive drug induced trip.


However, we did however get some oppositional reading, one reaction was that the girl was manipulating the guy and came up with some quite sinister interpretations. However, this is inevitable from music videos, as there will always be the one person who sees things differently.


Regarding the Digipack, our feedback was largely positive and of the dominant reading. The reception of the colour scheme was very popular from a large age group, and I feel as if the Digipack may even have appealed to a wider audience than the video itself. To ensure there was synergy between the three products, we mimicked the coloured lights of the party in our Digipack. However, I noticed that there was a different interpretation of the band between those who saw the video first and those who saw the digipack first. The ones who saw the video first were more likely to interpret a negotiated reading, and those who saw the digipack first had a more dominant reading. 

Feedback

Can you please complete the feedback and address the evaluation task one.  Can you complete the task over the weekend please.

Thank you

Focus Groups Evaluation Task 3

For this Evaluation task we had to collect our audience feedback from youtube and from focus groups. Some of the questions we asked in this group were:

What is your opinion of the bands style?

What else did you like about the band?

What don't you like about the band?

What do you like/not like about the video?

What elements do you think we could improve in the Campaign?

Was the Narrative clear in the Music Video, if not why?

Did you pick up any messages or hidden meanings?

Would you buy this album?

Could you see this band at a major festival (Reading), and why?

Does the Star image suit the band's style?

Would this video appeal to you and your friends?

Above was some of the feedback from youtube, and we gathered that the audience liked our performance elements, but there was not much comment on the narrative. We had suspected there wouldn't be enough, but chose to focus more on the performance. If I could reshoot, I would replace our singer and bassist as I think they didn't really connect with each other particularly. They almost seemed a bit bored, not the image we want to promote. 

Also we had recorded a conversation with our focus group, but technical difficulties prevented it from being posted at this time (watch this space). example of a focus group

The advantages of using a focus group was that it gave us an outsiders impression of our video, and it made it easier for us to see where we had gone wrong. However, the trouble with using friends, is that they feel pressured to say 'i liked it' and not tell us about the bits they disliked.  People are also more likely to give an honest opinion on the youtube feedback, as they feel safe behind the anonymyty of a computer screen. 

Audience Feedback

This is some of our feedback from YouTube. Most of the comments are fairly generic and say "awesome" or good job. What we need is comments more like that of XEmeraldXGreenX

Feedback

Well communicated response which demonstrates sound knowledge and understanding whilst at the same time lacking detail in your response.  Do try to add examples into your slides and this will help to develop the arguments that you want to make.  You also need to consider in more detail the marketing mix you have created in your campaign and who this may appeal to - your target audience.  do consider brand image and how you have to market the image of the band in your campaign - you do need to consider dyer on the star image.  Also where would the MV video be shown to whom, where would I be able to buy the CD and see it promoted on a poster.  What is consistent about your campaign?

Evaluation Task 2

The Final Product

Music Video Evaluation - Task 1

Feedback

There is sound understanding of the task in the good presentation that you present. I feel that this could be developed further:
1. More links are needed between your products and real media conventions used across the MV, digipak and music poster.
2. As suggested try to incorporate to your evaluation any comments from the reading of academic argument into your evaluation.
3. Need an entry on your blog which addresses the evaluation question set - how have you used, developed of challenged media conventions.

Please address these points in redrafting of this work.

It is well presented in the PPT posted.