As you can see our focus group liked the campaign and gave us important, helpful feedback on different aspects. A focus group is a group of people assembled to participate in a discussion about a product before it is launched, or to provide feedback on a political campaign, television series, etc. This means we are able to engage with our intended target audience and see whether or not the campaign will be a success. In the long run, focus groups are essential as it is vital we know how the encoding of the product is decoded by intended audience members.
ENCODING is the production of the message. It is a system of coded meanings, and in order to create that, the sender needs to understand how the world is comprehensible to the members of the audience.
DECODING is how an audience member is able to understand, and interpret the message.
Regarding the reception theory our target audience have granted the preferred reading of the product. This is because they have understood his specialities such as being a charity artists and producing music because of his 'passion', and 'not just for the money'. Moreover, things like the genre, they have understood, as they stated they would place in more in the EDM (electronic dance music) range which is what we were going for anyway. Therefore, us as the producers have created the whole campaign and music video with the target audience in mind as we understood how vital they are. Then when the audience received the overall product they understood the hinted messages and interpreted them correctly. However, occasionally I noticed in the video that the messages sent out weren't quite received in the intended light for example how Guy believed Fragment to be a synthetic artist due to the campaign being a lot about the look of him. Although, Saskia did pick him up on this and stated how he would probably be organic due to the way he loves performing the music and does this to inspire others. Perhaps this suggests something about the way in which different genders within our target audience decode the text; the girls seem to decode in a preferred manner rather then an oppositional. However, as evident from the focus group, all the feedback was mostly preferred decoding and if not negotiable decoding which means even if they didn't quite decode the text perfectly they still decoded the text in a way which works and is effective. At the end of the day, all the decoding was positive and ultimately drew the focus group in. That is always a good sign.
The 'Use & gratification' theory deals with the effect of people on the media. It describes a mass communication as it is an audience-centred approach and deals with how audience members use media to satisfy their needs. In association to our music video, the theory explains how our audience members would use our campaign as a way to make them happy and occupied due to its fast pace and exciting content. This means the audience are able to exercise control over their media. Through Fragments our music video the audience can integrate and build social attractions through their likes and enjoyment. It is also all about the excitement appeal and feeling on edge throughout. In brief, the theory suggests that media use is motivated by needs and goals that are defined by the audience members and participation in the development and production process may encourage exposure of the product which is the ultimate goal.
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