Evaluation 3 (PLAN)

What have you learned from your audience feedback?

Points to be covered:

• Both positive and negative points came from the gathering of audience feedback.
• Audience feedback was gathered to make sure the products we had created suited our target audience (dance).
• Any flaws we might not see from a development perspective could be highlighted from a viewer perspective.
• Changes could be made to make sure the products were 100% appealing to our audience.
• We also made sure that the theme and brand identity was clear throughout, with recognition of concepts being easily noticed.
• 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. This was closely tied with a Facebook 'page' that was devoted to the products and record company.
• We believe Stuart Hall's Audience (Reception) Theory applies here. The idea that we ENCODED a story of someone 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 ideas, such as the super hero actually being a super hero outside of college/school hours. 
• • There are 3 types of audience decodings:
  • Dominant
  • Negotiated
  • Oppositional
  
  
  Dominant 
  Where the audience decodes the message as the producer wants them to do so and broadly agrees with it, eg watching a speech and agreeing with it.
  
  
  Negotiated 
  Where the audience accepts, rejects, or refines elements of the text in light of previously held views, eg neither agreeing or disagreeing with the political speech or being disinterested.
  
  
  Oppositional 
  Where the dominant meaning is recognised but rejected for cultural, political or ideological reasons, eg total rejection of the political speech and active opposition

Positives:

• We learned that the underlining comical theme was persistently noticed both throughout the video and the overall product.
• The effects used were suited to the aims of the video, giving a cartoony feel without being overpowering.
• The narrative kept the audience entertained throughout.
• The dance genre was clearly shown.
• The colour scheme was consistant and bright.

Negatives:

• In some areas, especially on the products, the colours did not vary as much as they could.
• The digipak lacked a large amount of text, resulting in it looking bare.
• Cross branding could have been more persistent.
• The 'comic-book' effect used in the video was seen by many to be used sparingly.
• A 'fade-in fade-out' effect was suggested for the ending of the video, with company and band logo.

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.