Evaluation

EVALUATION

The point of a target audience is to give an advertised product a purpose and to make it presentable and understandable. This is achieved by the artist of the product following particular codes and conventions throughout their work which relate to a specific target audience. We carried out types of research such as questionnaires and vox pops so that we could gain opinions from people that vary in their taste in music in order to gain non-biased results. We surveyed 40 people with our questionnaires and 5 people with our vox pops. We surveyed such a large number, again, to gain a large variety of fair results.

I think that our vox pops were very successful as we surveyed 5 people who varied vastly in age. It allowed us to understand what genre of music the older and younger generations prefer which will consequently help us understand what our target audience should be for our music video. One of the key questions that we included in our vox pops was 'Do you prefer a fast paced or low paced music video?' The majority of people said that they preferred a fast pace music video therefore we have decided that we will include fast pace editing styles throughout our music video. This has backed up our idea of displaying memories between the artist and her boyfriend, perhaps we will shorten and edit these memory clips to play quickly and in fast motion in order to suit the audience's preferred pace. Another key question that we asked was 'Do you prefer a performance based or a narrative based music video?' Most people said that they prefer a narrative based music video as they like a music video to have a meaning behind it. From this we have learnt that it would be appropriate to include more narrative based footage than performance based footage. 

We also researched into subcultures. Subcultures within the music industry are demonstrated by people who position themselves outside of the mainstream and unite through a common value system, taste and neophyte. These subcultural gangs hold value in conformity and rebellion and have an attitude towards capitalism. Grant McCracken is a media theorist who believes that the post modern world within the music industry is filled with diverse creativity and that there are so many new ideologies that it is impossible that all subcultures come from one culture. The CCCS however, disregard McCracken's theory and says that all subcultures come from one culture and are a rebellious creation against the mainstream. Finally, Hedbige's belief reflects on both McCracken's and the CCCS's, as he states that deep down all subcultures are the same (a rebellious creation against the mainstream), therefore he refers to them as 'little cultures'.

In conclusion, our research task has been extremely useful and valuable. By researching into subcultures, we believe that our music video follows the theory of Grant McCracken. We have chosen this since our music video is not influenced by the rebellion against the mainstream, however it does consist of new ideologies and individual elements that don't follow the mainstream pop genre.