Evaluation

When researching into our target audience, gathering a variety of primary research from 46 randomly aged individuals; 40 people within our questionnaire and 6 in our vox pops recordings, the group and myself were able to visually understand what our audience wants to see when they view a music video, as well as what codes and conventions to follow, in order to make it successful. As a group we felt that this was a reasonable and achievable amount of people to survey within the given amount of time. There were enough responses to give us clarity and reassurance that the results were fairly taken, gaining valid and useful answers. Personally the vox pops went to plan in the way that the 6 interviewed were incredibly responsive, giving us informative opinions. We chose to interview an extra student, due to confusion by one of the participants when asked one of the questions, so we felt that we'd do it as a back up. The one question we felt that we struggled on, was the one asking if they knew or have heard of Nina Nesbitt, as many had not, however in my opinion I wouldn't change or remove the question, as it was something our group needed to know, and from this information we were able to have an understanding of her popularity within our school. The fact that it's primary research gives us valid and up to date responses containing information about the current charts and what is seen in their music videos that is aesthetically pleasing. With our newly found information, my group and I will between us discuss what micro-elements to include that will appeal to the audience when doing our storyboards, talking about the narrative, being based upon a relationship and how we're going to convey this narrative, as well as the element of performance.

Working out who your target audience was the starting point before we started the project. My group and I needed to understand their characteristics to predict what content and individual micro elements that will be successful. When focusing on age we looked at elements such as; do they have good access to YouTube through for example smartphones, computer, laptop, iPad etc, does the age group like narrative based music videos, what genre is most popular and so on. All of these elements are important, as having a target audience allows understanding for us, to what a specific group of people like to see.

Subcultures

A subculture is a group of people who are united through a common value system and tastes, for example clothes, music, politics and so on. It is a group who are also positioned outside of the mainstream, going against what is popular. When looking at the links to values and how subcultures view each other:

• Conformity and rebellion
• Attitude to capitalism and consumerism and if their materialistic
• 'Tribal/gang' rivalry
• Traditional on 'neophyte'

Grant McCracken:

Grant McCracken believes that the postmodern world is full of diversity, dynamism and creativity.

He feels that if we look at the array of values, and ideologies then we can't say all subcultures come from one culture.

CCCS:

CCCS view on subcultures is that we all personally assume that all subcultures come from one culture, the reaction to mainstream. However many groups are involved in protest against the mainstream which is diverse and internally coherent. CCCS generalises when it should be particularising. They also don't take into account the fact that teens will often move between subcultures, and older youths mix and match styles and values from a mixture of subcultures. Or the fact that adults can appear to conform for most of the working week, however re-enter the subculture at specific times (eg. on the weekend, or at festivals).

Hebolige 

Hebolige came to the conclusion that although some people think subcultures only appear to be different, however deep down they are the same. He feels that if an audience is to look deeper, there is enough richness to warrant renaming 'subcultures' as 'little cultures'.

Personally Grant McCracken relates most to what my group and I wish to do, due to our song coming under the indie and alternative rock/pop genre. Therefore, not a part of the mainstream pop. 

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