Music Video QuestionnaireEvaluation of

questions:

Question 1This question will establish the target audience and ensure they fall into the age bracket we were targeting for. This was necessary since the questionnaire was created online; therefore anyone could gain access to it and affect the demographic and results. Learning of the age will also allow me to analyse the results individually, to see whether the younger of the demographic have more positive views of the products or the older end of the audience. This perceived correlation could be important in determining the success of the product as well as how to improve it to make it more appealing to the target audience.

What age are you?

Question 2Establishing the gender, as with the age, was important when comparing how the different genders viewed the product. Also, with our music video and products being focussed towards a predominately female target audience it was interesting to see how well males received the video and their opinions on different features.

What gender are you?

Question 3This question was very important to the questionnaire because it establishes how the viewer received the video and whether they enjoyed the final product. For an audience member it is crucial that they enjoy the music video, otherwise it will be deemed unsuccessful and could potentially jeopardise the sales of the digipak. Since the questionnaire was aimed at the appropriate demographic, the feedback regarding this question means I have successfully utilised generic conventions associated with the genre – making the music video appealing to its target audience.

Also the enjoyability of this music video could determine how successfully various theories have been applied, for example Lacan’s ‘Mirror Stage’ theory whereby the audience can identify themselves within the music video. This was a key part of the music video; we wanted to make the protagonist appear very normal and relatable to the indie audience. This question gave a numerical response which rated on a scale of 1 (lowest) to 5 (highest), which has allowed a percentage out of 100 to be collected, as well as a more specific answer as opposed to a very narrow-minded yes/no.

On a scale of 1 to 5, please rate how much you enjoyed the music video.

Question 4This question very much links to the previous question, however asks the audience to reflect a bit deeper on the music video and find out what the music video made them feel and whether that captivated them or left them feeling bored. With the close link between these two questions, I am likely to assume that if a negative response was left on the third question, then that negativity is likely to be continued to this question. This links to the Blumler and Katz ‘Uses and Gratifications Theory’ whereby the audience

Did the video hold your attention?

are all different and active, and therefore their viewing will be impacted upon their own experiences and what they want to get out of watching the music video. Again, this question was quantitative asking for a score out of 5 which allowed for a more accurate response than simply yes/no, taking into account all aspects of the music video from beginning to end.

Question 5This is the first question in the survey which asks the viewer to be more insightful and look at more specific elements of the music video as opposed to it as a ‘whole’. It also links to theorist John Mittel who believes it is genre that sells a product and therefore uses a set of familiar codes/references that will create a sense of familiarity with the audience. Therefore, by asking the audience to identify technical aspects such as camera angles or the pace of editing it is allowing me to see whether they enjoyed the use of generic conventions. Again, this questionnaire follows a trend by which if you have been unsuccessful in the last two questions, it is likely the score will be low here. However, this depends on how the audience interprets it, according to Stuart Hall’s ‘audience reception theory’.

On a scale of 1 to 5, please rate the use of camera work and editing?

Question 6On a scale of 1 to 5, please rate the use of mise-en-scene?

This question is again asking the audience to be more critical in that they need to start deconstructing the text and looking at it in segments. By doing this hopefully the audience may score you more highly in these aspects than in the overall enjoyability of the music video, which as a question is very broad and difficult to analyse. This question also coincides with generic theory, in particular Gunther Kress’s theory about genre only existing if the audience enforces it, which could be through the structure of use of objects being repeated.

This question is basically a summary of all the previous questions amounting to determine whether the viewer would watch the video again and therefore determines how appropriate it is for the target audience based on the conventions used and followed.

Would you watch the music video again?Question 7

This question is a comment box which allows a more varied answer from the reader, dependant on how deeply they want to analyse the video and detail every improvement/opinion. This question also opposes ‘the hypodermic needle theory’ because it encourages the viewer to be active and reflect upon what they have watched, then feedback their own opinion, and since they belong to the right demographic, it is likely they will have insight into useful improvements. This response is also likely to be varied because the music video belongs to a sub-genre (Barry Keith Grant) therefore the audience may be more attracted to the pop elements than the indie, therefore will judge the product differently.

Can you suggest anything that could improve the appeal?Question 8

Question 9I left this question as multi-choice offering yes/no and undecided options, which has allowed me to get very direct and quantitative feedback. The question, although very simplistic, gets to the heart of the product and allows me to

Does this music video reflect the song/genre?

gage how successful this video production has been, with it meeting its main objective being of the indie-pop genre.

This final question asks the audience to gage what genre the music video belongs to since it hasn’t been explicitly stated. This will also allow me to judge all of their previous answers based on their opinion of what the genre is. With the single text box format, this question also encourages the audience to be active and evaluate all that they have seen, using their own knowledge on music videos to judge the genre.

Question 10What genre do you think the music video belongs to?