Evaluation Task 4

In  class we discussed and went through all of the digital technologies we have used within our A2 year, this consisted of hardware, software and online technology. The most important aspect of the hardware was the Canon 5D as this is what we filmed on and it enabled us to actually, physically film our music video to the best of our ability.  software enabled us to edit our music video together using offline and online edits. This allowed us to sync up the lips of the artist with the music itself. We used online technologies such as YouTube in order to upload our video, as well as to research other media texts in order to gain inspiration. In my A2 year I have learnt a vast array of techniques which allowed me to create a music video to the best standard I could have.

I have learned from my audience feedback that I have constructed an intended star image and an effective campaign.  My target audience has informed me what went well, for example, through the audience feedback I learnt that some people were finding the video quite difficult to follow as there is so much going on. If I was to make any future changes to the campaign I would edit seeing the star image as more synthetic, and as a result of this we learnt to make it obvious that our artist was focused on his music rather than his image. .

Taking note of the audience feedback I understand how the audience inform me the success of  the campaign is and indeed allowed me time to make adjustments to the campaign before it went to distribution.  Audience feedback is important market testing in post-production to see if I created the right star image and marketed this purposefully.  As Henry Jenkins informs us that we live in a ‘participatory culture’,  where fans and audiences are important in circulating meaning and the strength of media messages.

I also recognise that my audience has engaged with the meanings in my music video in different ways, bringing their own contexts to the reading of the star image – what Hall argues is reception theory.  I can understand how my audience can either reinforce or challenge intended meanings in the text.