We have made the recent decision to alter our music video slightly so that it now includes lip syncing rather than being solely narrative based. We received feedback that included that because the narrative based draft had no 'artist' present and only featured two protagonists, the inclusion of an 'artist' figure in the ancillary task then created confusion, as the audience did not understand who this character was and therefore, synchronisation between the two products was not apparent. We decided that the female protagonist within the music video, should also double as the artist in order to reduce confusion.
In references to the uses and gratifications, the audiences feedback may represent this. This approach focuses on why people use particular media and it's content. Katz, E, 1959 stated that media audiences are active rather than passive and that they take on a role in interpreting and integrating media into their own lives. The basic model of Uses and Gratifications is that media fulfills four factors for the audience.
One of these factors is 'Identify' - this refers to being able to recognise the product/ person presented to you in order to 'role model' them and gain a sense of rapport. This may be where our music video fell down in the audiences eyes, as because of the confusion, the audience did not know who to connect with and therefore, the relationship with the audience and the artist did not succeed. We need to make sure that the audience are able to connect properly to the protagonists and the artists so that a personal relationship can be established.
We plan to shoot the lip syncing scenes using mid close up, close up and extreme close up shots.
This will also enhance the rapport building of the artist and the audience, as the artists facial expressions will be completely exposed allowing the audience to emphasis.
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