2. Points to be Covered
0 Both positive and negative points came from the gathering of audience
feedback.
0 Audience Feedback was gathered to make sure the products we had
created suited our target audience (dance).
0 Any flaws we might see from a development perspective could be
highlighted from a viewer perspective.
0 Changes could also be made to make sure our products were 100%
appealing to our audience.
0 We also made sure that the theme and brand identity was clear
throughout, with recognition of concepts being easily noticed.
0 We also used social networking as a way of communicating feedback on
the product in a mass way, collecting feedback through Facebook and it’s
comment system. Closely tied with it’s ‘devoted’ page.

3. Stuart Hall – Audience/Reception
Theory
0 We believe Stuart Hall’s Audience/Reception Theory applies here. The
idea that we Encoded a story of someone who wishes he was a super
hero, and the audience decoded this idea. We discovered that our
proposed story was Dominant, however many also Negotiated other
similar story idea’s, such as the main character actually being a super
hero outside of college/school hours.
0 3 types of Audience Decoding:
1. Dominant – Where the audience decodes the message as the producer
wants them to do so, and broadly agrees with it.
2. Negotiated – Where the audience accepts, rejects, or refines elements
of the text in light of previously held views.
3. Oppositional – Where the dominant meaning is recognized but
rejected for cultural, political or ideological reasons. Such as total
rejection.

4. Positive Feedback
0 We learned that the underlining comical theme was persistently noticed
throughout the video and the overall products.
0 The effects used were suited to the aims of the video, giving a cartoony
feel without being overpowering.
0 The narrative kept the audience entertained throughout. The whole
purpose of the product in a sense.
0 The dance genre was clearly shown and highlighted throughout
products.
0 Colour scheme was constant and bright throughout.
0 The shots used during the video highlighted urgency when needed, and
were suiting to each scene.
0 The audience were constantly engrossed in the video, keeping interest.

5. Negative Feedback
0 In some areas, especially on the products, the colours did not vary as
much as they could.
0 The Digipak lacked a large amount of text, resulting in it looking too
bare and fairly simple-looking.
0 Cross-branding could have been more persistent, being found on all
products.
0 The ‘comic-book’ effect used in the video was seen by many to be used
too sparingly, requiring more use in scenes.
0 A ‘fade-in-fade-out’ effect was suggested for the ending of the video,
with the company and artist logo.
0 Some clips were longer than required, therefore some were shortened
and replaced to maintain that consistent interest.

6. Methods/Products Used
0 Facebook’s tools, such as it’s comment system and Page creation, were used to act as public
advertisements and as a way of directly gaining feedback and opinion from a youthful
audience, which mostly encompasses the dance genre fan base.
0 Vimeo, a video sharing website, was also selected due to the features it offered when
gathering video feedback, such as statistics for specific weeks and play counters.
0 Twitter was also a valuable tool when gathering feedback, allowing our product to be
submerged in a rapidly growing online social network and allow features such as
‘retweeting’ to spread our product quickly and effectively, while also gathering feedback.

7. Our Review of Comments
0 “In some areas, especially on the products, the colours did not vary as
much as they could”
From this we understood that sticking to a minimalistic theme throughout
our products brought forward the problem of dullness and lack of colour.
We therefore decided to branch further than just a minimalistic approach,
now incorporating a vibrant colour scheme that stands out and attracts
attention more than before.
Tracy Lindon, 18

8. 0 “The ‘comic-book’ effect used in the video was seen by many to be used too
sparingly, requiring more use in scenes.”
A key concept within the video was the idea of comic ideology interlinking
with real life. The fact one of the main effects used to show this wasn’t
present enough meant we had to use it more, with two more scenes being
added with the effect.
John Willoughby, 17

9. 0 “Some clips were longer than required, therefore some were shortened
and replaced to maintain that consistent interest.”
One of the main reasons for a music video existing is the idea of gathering
interest to a song and offering an engaging visual representation of a song.
With some clips being too long in our video, this meant that interest was
possibly not being maintained as well as it should, therefore longer clips
were clipped or replaced. No clip being long unless intentional for affect.
Charlotte Elmit, 21

10. Overall Impression
Overall it’s clear that the gathering of audience feedback has helped
greatly in developing our products and understanding the audience we are
attempting to appeal to. Through first-hand feedback we are able to
address any issues that may divert away from our aims, such as a clear
basic colour scheme, so that we can quickly and efficiently fix them before
any further development is made.
Evaluating our products in this way has allowed us to have a greater
insight into our target audience, allowing pinpoint accuracy and an overall
much more appealing range of products.