Audience is extremely important when producing a media
production, as this is who you are trying to engage and sell your product to.
For my Advanced Portfolio coursework, we had to create a promotional package,
where we had to create an artist for a release of an album, which included a
music video from the folk/ pop hybrid genre to the original song of ‘Family’ by
Catey Shaw. Due to the light hearted feel of the artist, we decided our
psychographic model was young teenage girls aged 11-15, who are still at school
and looking up to role models in the media.
We made sure, due to the upbeat feel of the music video, to
maintain high key lighting and high levels of saturation throughout the video.
This mixed with the excitable and joyous personality that we portrayed of our
artist, Heidi Holmes, meant that when our audience watched our music video
production they were instantly hit with happiness and a feel good factor. This
shows how our audience were easily exposed to the Hypodermic Syringe. This is
because through the instant injection of happiness each time they watched or
read media involving Heidi Holmes the audience subconsciously became forced
into that joyful feeling, causing enjoyment for our products, via music, social
media and interviews.
We were able to develop this idea further throughout the entirety
of our products, more specifically through the use of social media, YouTube
posts and website updates. This is so that over time our audience become more
and more subjected to enjoying our products, as these consistent updates on the
sections mentioned before, mean that our artist were ever present. This
suggests that we were able to apply the Cultivation Theory to our promotional
package, because the continuous revealing of the information on these platforms
means that our audience maintains engaged in our artist and is changed into
holding a positive mind set parallel to Heidi Holmes.
As our artist throughout the project was continuously
updating her social media platforms, which included Twitter and Instagram,
along with her website and magazine articles, it enabled the audience to gain
multiple views and voices on and from our artist. This therefore meant that we
were able to, as a result, defy stereotypes of teenagers and girls/ women by
portraying them in our video in a positive, independent manner. This enables my
production to suit the idea of Liberal Pluralism, as the different platforms
and subversion to stereotypes enables our audience to be open to multiple views
and voices.
The variation within our promotional package also enabled
our audience to use the media for what they need, whether that be escapism or
information. This shows how our artist was able to offer the audience ways of
gaining a diversion, information, escapism, entertainment and pleasure from all
our platforms including the video, website and social media. This means that we
were able to follow the theory of Uses and Gratification. A specific example is
that we were able to gratify the needs of escapism and pleasure, for our
audience, due to the bright, extremely happy feel that is created in the video.
Along with this our website and Billboard magazine article was able to offer
information about Heidi Holmes and her music.
This idea of satisfying the audience’s needs was continued
by our artist once again. This is because our artist has created a fan base
under the name of ‘Holmesies’, enabling them to have the feeling of belonging
and love. This is important for our artist, as according to Maslow’s Hierarchy
of Needs people need to have (as an extra to the vital needs) a sense of
belonging. Another need that is mentioned is the build of self-esteem, which is
another need that Heidi Holmes covers as we have made our artist a positive role
model to our psychographic model as through our magazine article we released a
self-confidence project, with the idea of boosting their self-esteem.
In conclusion, the intent behind all of our products was
primarily our audience hence why we were able to apply the mentioned theories. This
is because unless a substantial audience is appealed to by the products, they
will never be successful.
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