Research

 Target Audience:

My target audience research for this unit is slightly different to previous projects normally I will try to determine my audience using this research. However with this project I have been given an audience I need to market towards in the clients brief. Therefore my research will be more devoted to working with the audiences wants and needs. 

My target audience:

People aged between 13-19 years old

People from Kings Lynn:

Information found on 

https://www.norfolkinsight.org.uk/population/report/view/fe5ed326c9094b518436b3f6767e7648/E02005565/

All information was collected in 2019.

• 49.8% male and 50.2% female 
• 5.1% of the population made up by 15-19 year old
• 94.3% born in England 
• 98.8% are of white ethnicity
• 22.9% of Households are one family contain a married or civil partnership and either depend or non depend children 
• 67.1% Christian 

Although I will not use all this information to cater to my audience it is good to have a clear knowledge of the area in which my campaign is being made for. This research is quantitative, subjective and valid it is not reliable because the people who live in Kings Lynn will change therefore the data could. 

Age Group:

https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/906693/State_of_the_Nation_2019_young_people_children_wellbeing.pdf

This paper ended up being no help to me as I'm looking for what makes up England's young adults rather than their well being however this could benefit me later when discussing my audiences psychoraphic. 

https://www.youngpeopleshealth.org.uk/wp-content/uploads/2019/09/AYPH_KDYP2019_FullVersion.pdf

This was released in 2019 however the data is sometimes taken from 2016-2018.

• 1 in 5 of the population 10-24 years old 
• 11.6 million in the UK 10-24 years old 
• 21.5% are in a ethnic minority 10-24 years old 
• 71% 10-19 years old are cohabiting with a partner or their parents
• The majority of 16-24 years old are employed  

The research I have done about the area in which the audience will live along with the age group has given me a better understanding of who my audience is which allows me to create an audience persona. This research is quantitative, subjective and valid.   

Audience persona:

• 16 years old 
• Male 
• Part time employed at a local shop 
• In the final year of secondary school 
• Lives with parents and one older sister 
• White British
• Lives in Kings Lynn  
• Comes from a low income household

Demographic:

My demographic is males and females aged between 13-19 years old, white British ethnicity currently cohabiting with either parents or a partner. 

Psychographic and behavioural:

My audience are teenagers who spend time on social media especially TikTok they enjoy watching/observing but also being active on their own accounts. Furthermore they love feeling like part of a community whether that is through trends or by going to events. They haven't explored many local events because of their lack of advertisement. Also lately they have felt quite isolated and restricted because of the Lockdown therefore they are excited to join in with more activities. 

Geographic:

My audience will be living in or in the surrounding Kings Lynn area this is key within this project as I am advertising for an event in Kings Lynn so it has to be applicable for the community. 

This research is qualitative and objective. 

TikTok:

The company:

The company ByteDance launched an app in China and Thailand called Douyin when they relised how popular it had become they decided to buy the app Musical.ly and make the two apps into one producing TikTok. Since then the app has become massive below shows a graph which depicts how millions of downloads the app has in each country.  

 

TikTok Audience:

https://wallaroomedia.com/blog/social-media/tiktok-statistics/#:~:text=U.S.%20Audience%20%E2%80%93%20As%20we%20mentioned,between%20the%20ages%2025%2D44.

A study taken in 2021 estimated that 32.5% of user were aged between 10-19 years old this was the highest percentage age group. Furthermore the study also determined that the average user spends 52 minuets per day on the app whereas the younger audience 4-14 years old spends 80 minuets on average on the app. Also the study uncovered that 83% of user actually create on TikTok this was a higher percentage then we imagined and is very good for our campaign. Although the article stated it was hard give quantitative data on the engagement of audiences it does give an example; Jennifer Lopez posted the same video on Twitter and TikTok at the time she had 45 million followers on Twitter and 5 million on TikTok. From Twitter the video received 2 million views but got 71 million views on TikTok. 

https://wallaroomedia.com/blog/social-media/tiktok-algorithm/

In this article they break down how TikTok's algorithm works and in turn how you can reach your audience. To begin TikTok shows the video to a small number of user they don't have to be following the account just that they might be interested in the content. If this initial group responds well to the video by liking, sharing or watching the entirety of the video it then expands the audience. However if the video does not get good responses TikTok limits the audience it shows it to meaning that the video's potential is capped. How TikTok knows whether the content is suitable for certain audiences is through a variety of elements including songs, hashtags and captions this means that how you present your content is very importation. 

This research is quantitative, valid and subjective. 

Survey:

This piece of primary data was intended to not only reassure myself and Adam but to also help us understand if younger people were attending events in Kings Lynn and if not why. Furthermore we also wanted to know whether TikTok was a good way to communicate with our audience. Therefore we created two surveys one determining our audiences attitudes towards events in their local area and the other focusing on social media. 

Survey 1:

A large majority of responses came from females.

The majority of answers came from people aged 35 years plus although this was not my demographic all the other responses came from my audience. 

The majority identified their ethnicity as white/white British with the exception of one response being Asian and another being white Welsh. This perfectly simulates the percentage of the diverse ethnicity within Kings Lynn. 

This response was a little disappointing as I was hoping that at least the vast majority of responses would be local to Kings Lynn.  

This percentage surprised me as I was expecting the majority of people to have not attended any events. 

Two of the responses spoke of not knowing/lack of advertising whereas the others mentioned not being interested in the events.  

Almost all of the answers show that people would be interested in attending events in their local areas which benefits me greatly as this means that I do have a potential audience who do want to support local events. 

Neither of these answers have wavered my opinions about my idea as they are things I can not control and they are not very negative. 

This result was very good because it is were our initial idea was created, from the assumption that people need and want to get out and have fun after lockdown. 

Summary:

Overall I think the survey went well I would have preferred my responses to be from my target audience but this way I still have lot's of responses to work with. I feel that this survey solidified that our idea and our assumptions of peoples post lockdown behaviour was correct and that if produced well our campaign could really connect with our audience. 

Survey 2:

Straight away this survey was closer to my target audience and therefore the data I collect will be more reliable. 

Also this survey was mixed between the genders which is equal to the target audience research I have done therefore all gender input is important. 

Majority of answers were from White/British with the exception of one which again roughly correlates with my predicted audience. To begin this survey is perfect as the representation matches my target audience which means this survey will provide me with reliable data. 

 

The majority of people either consume or create TikTok's which shows that this is a good platform to create for this audience. 

Whereas this answer although it reflects what we assumed about our it would be better to have a higher amount of people being creative on the app. However that is why our idea is two fold that way we cater to people who create and people who watch. 

The answer about TikTok trends benefits our idea however the other tow are more political rather than promotional. 

These answers are extremely positive for our project because we need our audience to be active on social media to be as successful as possible. 

Summary:

After completing both survey's I am positive that our campaign will work with our audience and it will allow awareness for this event to spread. However we will have to work harder for the audience participation part as the survey revealed less people would join in than first assumed. This research is a mixture of quantitative and qualitative and objective.   

Analysis:

ITV news:

The piece starts with the camera fixed on the presenter on a medium shot. Then with no introduction the presenter summarises the stories that they will be covering on the program each interluded with a gong noise also each stories is shown through B roll and the camera barely shows the presenter through this section. Afterwards the introduction begins the theme song has serious undertones and yet feels energetic presenting a tense and exciting atmosphere. The title sequence shows the earth with scenes from all over the world highlighting the global coverage the show presents. Then an exterior voice introduces the show and the presenter which I felt lessened the effect that the presenter is communicating directly to the viewers it felt like it distanced the presenter from the audience. However I thought that the way the camera slowly tightens onto the presenter as he begins ending on a medium close up felt as if he was literally pulling the viewer in. Throughout the presenter speaks directly to the audience by looking down the camera this is accompanied by his calm and professional voice giving an authoritative yet trustworthy effect. This effect is very important for the news reader as the audience has to respect and understand the person who is explaining what is happening in the world. The set design consist of a desk that has a mouse, his glasses and notes on it only adding to the sense of professionalism. The background int the studio is made up of screens and what appears to be a control room showing scenes from the title sequence. Furthermore a graphic appears at the bottom of the screen throughout that reads 'ITV News at TEN'

Codes and Conventions 

Black Mirror Series 3 Episode Nosedive:

The colouring of this scene is bright and sticks to a simple happy palette. This colour comes from costume, set design and even the lighting is amplified to create an overwhelmingly false feel to the scene. The tone that this colour creates reflects the narrative perfectly in the scene we see the protagonist derive joy from social media ratings rather than simple pleasures like her coffee and biscuit. She portrays a false happiness to world this colour palette looks fake and unnatural. Furthermore the music has a tranquil and calming feel to it which I felt added an insincere tone. Additionally I found that the future this scene presented seemed realistic. For example the technology has only be adapted and updated rather than completely changed this made the future feel believable and relatable. 

This research is qualitative and objective. 

Production:

Exposure triangle:

Apeture- The amount of light allowed in the lens. The smaller the number the bigger the apeture (sharper image)

Shutter Speed- The higher the shutter speed the darker it is. However the shutter speed and apeture need to be balanced.  

ISO- This is the sensitivity of the camera it is measured in asa however this sometimes can not be adjusted and has to stay at 800 asa.

Cinematography: Theory and Practice by Blain Brown:

 

 

This research is qualitative and objective. 

Framing video:

Single:

This is when one persons in the frame and the primary focus. There are two type of shots clean and dirty. Clean is when there is not a single part of another character in the shot there is purely one character in frame. Whereas dirty is when there is a limited presets of another person this can be just a part of their body or when they are not in focus. 

Two Shot:

This is when there are two characters in frame to be considered a two shot both characters faces must be clearly visible. This then applies to any amount of people in a frame for example if there are four characters in a frame it would be referred to as a four shot. 

Crowd shot:

Is fairly explanatory this is a shot with a vast amount of people in frame.

Over the shoulder:

This refers to when the frame looks over the shoulder at another character this is used to make the audience feel included with the conversation. 

POV:

This shot this often paired with point of view audio often used to make the audience feel closer to the characters.

Insert:

This when the framing is extremely tight on detail often this is combined with POV or third person perspectives. 

Blocking:

Film blocking is the precise placing of actors in a frame it can be used to present subtext and contrast often how actors are positioned shows their true intention or personalities.

Space:

How characters are spaced out can convey who has control or dominance in the scene for example who you want highlighted would be closer to the camera to show their dominie of the scene because they take up the most space. 

Shapes:

Circles feel safe and inclusive for the character and audience. Whereas squares create limited space boxing someone in or potentially out. Furthermore triangles feel aggressive and are sharp but they also have an apex. 

Lines:

Lines can portray power dynamics and can also show visual tension especially when cutting vertical lines show power and control whereas vertical lines portray a submissive character. 

Production Design:

Production design is the overall visual look of the production it involves set design, props and costume.

Mood:

Production design is used to reflect an audience's mood even the amount of objects in a set design can present different ideas. 

Character:

Production design can externalise a character convey their mood or personality.

Theme:

Production design can be used to show subtext about a scene or narrative it tell can a story or highlight a thought or opinion that the story conveys.  

Applying What I've learnt:

The first thing I noticed was the shapes  the character Jaden was trapped in the car and it was shown through a square to highlight this fact however the character Chris was stood and appeared like a triangle which created that sense of aggression particularly highlighted with the prop gun which was at the apex. Nearly all the shots were dirty singles to highlight that there was always two people there to remind the audience Chris is constantly a threat to Jaden. The way in which Chris is framed in the shot he always takes up space he's the main focus of his shots he appears as a looming presence throughout. Whereas Jaden doesn't take up his space in the shot he appears small and therefore weak and submissive throughout. The set design perfectly reflects the subtext of the story as well as the mood of Chris. To begin they are under a tunnel linking to the idea that Chris is only trying to find the light at the end of the tunnel he just wants to average his wife so he can move out the darkness. The tunnel is grey it appears cold and dark which shows Chris's ideas and overall character in this scene especially. 

This research is qualitative and objective.  

Art visual Installation:

When searching for public art installations I found this one although if differs from the event that Collusion are holding I really enjoyed discovering the effects public art can have on people. The rainbow tunnel was a symbol of hope for people in bad times and remains there to remind everyone to look up every so often and see the world. This is a similarly effect that Collusion's event will be aiming to achieve although it will not be there for 49 years it will hopefully spread joy and provide entertainment for a community that has struggled. 

Additionally I felt this was an incredibly unique way to unite a community this project literally shows a web of people that make a community. Furthermore it sparks conversation and highlights that although we are all different in some way we still share similarities.  

This research is qualitative and objective.