Music video

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Evaluation Question 1

Evaluation Question 2

Evaluation Question 3

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Evaluation Question 3- What have you learned from your audience feedback?

First of all, we did a preliminary exercise. This involved getting used to lip synching. So we had to film someone singing the song and then repeat it from different angles. Then we had to cut out the sound to and replace it with the song. Once we finished editing it, we put it on YouTube and received a lot of feedback. Many people said that the editing to the beat is good. But also the majority of people said that the lip synching was not in time. Frome receiving this feedback I came to a conclusion that I need to work more on making the lip synching perfect as this would hypothetically make or break my music video. I took this into account when I commenced with the construction of my music video.

Eventually I made the rough cut of my music video. I also received a lot of feedback for the draft.  One person said that the beginning of the song should be more lively. From this I really had to think of how I could make the beginning more exciting. To make the beginning better I added an intro for the song. Also, after the intro, instead of just showing the character walking, I kept on cutting (with the beat) from the character walking to the character walking with his girlfriend.

After a short while I finished the music video. I put it on YouTube and once again received a lot of feedback. One negative thing was that many people said the music video lacks a clear story line. Many people asked if there was a story line or that they didn’t understand the story line. If I had the chance to repeat the process, I would have tried my best to make the storyline of the music video as clear as possible. A positive thing was that most people liked the intro of the music video and the cuts between the character on his own walking and the character with his girlfriend. Ultimately from the feedback I have received, the music video as a success.

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Evaluation Question 4

Cultivation Theory

Cultivation theory was a theory composed originally by G. Gerbner and later expanded upon by Gerbner & Gross , they began research in the mid-1960s trying to study  media effects, specifically whether watching television has an influence on the audiences idea and perception of everyday life.  Cultivation theory states that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid. Heavy viewers are exposed to more violence and therefore are affected by the Mean World Syndrome, the belief that the world is a far worse and dangerous place then it actually is.

Cultivation research is one that studies media effects (in my opinion one of the most controversial areas of media research). Cultivation theorists posit that television viewing can have long-term effects that gradually affect the audience. Their primary focus falls on the effects of viewing in the attitudes of the viewer as opposed to created behaviour.

Two step flow theory

Two-Step Flow Theory is about how KEY PEOPLE affect other people. This hypothesis was first constructed by Paul Lazarsfeld, Bernard Berelson and Hazel Gaudet in a 1944 study which focused on the process of making decisions around the time of a Presidential election campaign called ‘The People’s Choice’. The expected result was that the mass media’s messages would have a direct influence of people’s votes however the researchers were surprised to find out this was in fact not the case at all.  It was the personal and informal contact that had more of an impact on voting behaviour as opposed to exposure to radio or newspapers. With the results of the research, they developed the two-step flow theory of mass communication.

Critics:

-Researchers found substantial evidence that initial mass media information flows directly to people on the whole and is not relayed by opinion leaders.

-The two-step hypothesis does not adequately describe the flow of learning. Lazarsfeld and his associates in the 1940 election study were unable to determine the specific flow of influence.

- Today most of the advertising researches are based on this theory. Especially opinion leader’s role in the society as well as in home to which helps to improve the market with less efforts.

Genre

Audiences develop an understanding that certain expectations my be fulfilled and they may find pleasure in predicting what will happen next.

Genres have characteristic features that are known to and recognised by audiences. This formula is produced again and again. For example, in a western we see similar characters, situations and settings.

A big example for horrors is in the film called scream. The film tells us the rules of the genre, shows what's going to happen and then the film shows it happening. This is also a prime example of postmodernism. Audiences recognise key elements of a genre and react differently to each genre. These key elements are known as paradigms.

There are two types of paradigms, these are called Iconographic paradigms and structural paradigms. An example of Iconographic paradigms are costumes and props in an action films like guns etc. An example of structural paradigms is how gender is represented in an action film.