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Research and Planning

“Your task is to produce video content of between one and three minutes in duration for the e-magazine Your Times, Your Life. The video must be appropriate for the target audience of young people (12-18 years) and the theme of youth culture. The video could contain interviews, reports, investigations, dramatisations or any other relevant content”

Your Times, Your Life

Brief 1: Moving image

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To start off the research process, I found examples of similar real-world media products, related to my own production. I wanted to show the different culture of 12-18 year olds through their fashion and the way environment effects this.

This video also appeals to a male audience, which is key because I aim to target a unisex audience.

The mise-en-scene in this video portrays the environment which influences this type of fashion within youths. For my production I wanted to show the link between this, and how the underground fashion culture has come around through the environment.

http://www.youtube.com/watch?v=v_Ja7G1rbGk

The title of the video appeals to a young audience, using the abbreviation ‘OOTN’ meaning outfit of the night. This is a form of slang in youth culture and is also the norm across many social networks such as instagram, which also has a large younger demographic.

The content maker is modern and urban which relates to the upcoming trends that young people now follow through the way they dress.

Research into similar media products

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Research into similar media products (continued)

https://www.youtube.com/watch?v=oW-ISq--R0A

This production is similar to my proposed moving image in the way that it is investigating and educating people about street style, but also combines this with a fun, entertaining video.

The video uses a variety of different techniques to appeal to its audience from interviews to investigations. This means that boredom is kept to a minimum and therefore the video becomes more interesting rather than just educational.

It clearly shows the areas in which it’s investigating. This is exactly what I would like to portray within my own content – something that is clear, accurate and concise. Also, the narrator is young, urban and expresses an interesting fashion style herself making her an icon.

The video uses friendly and inviting narrative style which is appealing and will hold the interest of 12-18 year olds. In terms of content, its kept light so the entertainment purpose is not overcome by an overuse of formal and strict vocabulary.

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Mind map- initial thoughts

Moving image

Audience Content

Shots

Equipment

Locations

12-18 subcultures

fashion

Music

Health and beauty

Sports

Home and garden

lifestyle

Video games

Portobello market

London

Camden

Brick lane

Dalston market

Oxford street

camera

Editing software

Memory card

External light source

props

Actors

establishing

Aerial

Social networking

Close-up

Bridging

Goths chavs

Hipsters

Hippies

Secondary school

College/sixth form

MediumDolly zoom

Deep focus

Cyber goth

Deaf culture

Grunge

Punk

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MOOD BOARD

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PRODUCTION IDEAS

The main idea for my video is to educate, entertain and inform people with the up and coming underground culture within fashion which is being adopted by teens. The video is planned to be in a documentary style, to clearly show that it’s investigating into youth culture. In order to visually represent this effectively, it would be useful to visit urban places where people are inspired. This includes Brick lane, Portobello market, Oxford Street and Camden Town.

1) A establishing shot to introduce the video, showing people walking through the urban places stated before. A possible voiceover introducing documentary while the panned out camera shot is shown with a duration of 15 seconds.

2) Another idea is to include interviews in a studio one with a 18 year old male and one 12 year old girl, both with a ‘street’ style. This will ensure that both genders and all ages can relate to what they say. Different shots used include close up, medium and long shots with a duration 30 seconds.

3) In order to expand the target audience, a series of mini quick interviews with teen shoppers around London would be useful. A pan of shops could introduce the scene, with a voiceover explaining the video. Capturing them in the environment which they shop also provides a linking aspect, and provides visual cohesion. close up shots would be used here, with a duration of 30 seconds

The celebration aspect would be through showing the individuality that people express through clothing and showing different style within fashion that teenagers wear.

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Survey Monkey – Quantitative dataIn order to understand my audience, I started with a survey as it is a cheap, easy way of gaining quantitative data. This allows me to easily compare and contrast results between the ranging age groups and also provides a different type of data which I can compare to my interviews (qualitative data.)

While constructing the questions for the survey, it proved difficult trying to keep the questions closed and limited in the way that it can be answered. The process of re-writing questions was lengthy as they had to be worded in understandable, sensitive ways.

I sent the survey out via email and social networking sites, Facebook in particular, as 13-24 year olds occupy nearly half of Facebook's users. This was the easiest and most practical way to reach my demographic of 12-18 year olds as they are the primary users of the interview.

Although I sent the survey to 100 people there was a low response rate and the sample size was just over 30 people. This is problematic as it may not be representative of my whole audience, and making generalisations based on a sample of 30 people could raise some issues of generalisations.

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Research into target audience

To gain some basic info on the demographics of the participants, this question was vital. At first glance, we can see there were many more female respondents (18) compared to the 12 male respondents. Due to a larger portion of the surveys response being female, this makes it harder to identify current fashion trends which are current in male urban styles.

There is clearly a larger proportion of 17 year olds (13/30) compared to only one 12 year old which means its harder to make generalisations. Another problem is the ratio of , important to have a balance because of the very different age groups. One of my main concerns is appealing to both ends of the audience. Only representative of the my own peers, so may only represent a certain ‘tribe’ or subculture within the participants, issues of generalizability.

What is your gender?

How old are you?

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Analysis of survey monkey resultsIn terms of content, which of these topics do you look for when buying a magazine?

This question was designed to find out which topic would be most appealing to my audience, in order to successfully target them.

As expected, fashion was the topic most looked for in magazine content, which consolidated my original idea of choosing a fashion-based video. 18 out of the 30 participants chose this to be a topic they would particularly look for. This allowed me to gain some knowledge into other topics which can be weaved into my video.

Music, beauty and health/lifestyle were the next set of popular topics. This is interesting as music will play a part in my video, so it may attract this age group even more with the non-diegetic sounds which will be used

Home and garden was the least favourite topic, with only 2 participants showing interest in it. This genre is specifically niche, so in turn will only attract a small specific audience. Fashion however can appeal to a wider market as it can appeal to most people.

However, we have to take into consideration that 60% of participants were female, so these results may be bias towards only girls.

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Analysis of survey monkey resultsHow would you prefer receiving information on a desired topic?

By asking the participants which medium would be preferred when receiving information on a desired topic, this question was vital in deciding which one would hold the targeted audiences' attention. 17 out of the 30 participants said watching a video would be their favourite way of receiving information, which consolidated my original idea of choosing the moving image brief. Listening to an audio is most popular within older age groups, so the results were not surprising.

How would you describe the way you dress?

Most of the participants agreed that their style is always changing and evolving, like the trends of fashion. This means that i must show a diverse, wide range of styles to suit the audiences changing style, and represent this through what the people are wearing in the video. The least popular option was ‘I like to wear what my friends are wearing’. This is why I choose fashion as my topic as its unique to youth an expresses individuality.

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Analysis of survey monkey resultsHow would you describe the way you dress? Most participants said that there

‘style changes all the time’ when asked how they would describe the way the dressed. This is useful to my moving image as it means I have to show a wide range of different styles to take this factor into consideration

The second most popular option was ‘I don’t think about what I wear’. At first this may seem problematic as it could mean that fashion doesn't’t play a big part in their lives, but it shows that fashion reflects mood and personality rather than trends and expectations.

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Interviews – Qualitative dataWhat is your name? Bela HoxhaHow old are you? 18Do you have a fashion inspiration, if so where does it come from? I do not have a specific fashion inspiration but I do read fashion magazines and take an interest in what celebrities wear. I think my main inspirations are my friends and people around me.How would you describe the way you dress? Feminine and chicHow often do you use YouTube directly? At least once a dayDo you believe fashion plays a big part in teenage life? I think that it defiantly does, I think that fashion is a huge statement that defines who we are; fashion can say a lot about our personality and at the same time I think that fashion brings confidence.Where's your favourite places to shop for clothes? High street retail shops such as Top Shop, Miss Selfridge, ZaraI am going to create a video on the theme of fashion, what do you want to see in the video? I would be interested in knowing about the latest trends

What is your name? Noah GeeHow old are you? 17Do you have a fashion inspiration, if so where does it come from? Its Mostly from Rap culture, I like the way ASAP mob and Mac Miller dress. Oh and also Schoolboy Q!How would you describe the way you dress? Quite mainstreamHow often do you use YouTube directly? Nearly everyday Do you believe fashion plays a big part in teenage life? Yeah, defiantlyWhere’s your favourite places to shop for clothes? It ranges, I don’t really have a favourite store, I don’t really spend a lot on clothes but I love sample salesI am going to create a video on the theme of fashion, what do you want to see in the video? New upcoming London or UK brands e.g. Underated Co.

What is your name? Katie Coles How old are you? 14Do you have a fashion inspiration, if so where does it come from? Yes, I love the way little mix ( a girl band) dress, I think what they wear is cool.How would you describe the way you dress? I normally wear skirts, shorts and colourful tops. I don’t really think about what I wear but my and my friends dress very similar. How often do you use YouTube directly? I use it everyday to listen to music.Do you believe fashion plays a big part in teenage life? Yes of course, Why? Because I think that we’re judged by our clothing and what we wear.Where’s your favourite places to shop for clothes? Normally cheap places like H&M, Primark and sometimes Topshop when I have saved my pocket moneyI am going to create a video on the theme of fashion, what do you want to see in the video? Loads of the latest fashion trends and offers on clothes and accessories. Maybe dates of fashion events

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Interviews (cont.)In order to draw final conclusions from my survey results, I conducted 3 quick interviews. From the interviews it is obvious that everyone has similar thoughts and ideas about fashion. Even though the ages vary considerably, which I thought would be a problem, it is now apparent that fashion can be applied similarly to each and every person. Style seems to all be different however the places where the actual clothing is purchased is shared amongst the spectrum of ages.

Similar to my survey results, all 3 participants said they use YouTube very often. This shows that video’s are an attractive medium of entertainment and information for young people.

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Storyboard

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Stylistic considerations- Font ideasThese are some ideas showing the font detail for my production. As planned, text will be used to introduce people, in the title of the video and also to explain brief parts so that the video can fit the brief of between 1 and 3 minutes.

It is important that the text is in a clear font so that all the range spectrums find it easy to read. I tried in incorporate this with something pleasing to the eye, and it will be consistent in order to fit in with the housestyle, professional design.

The font that I decide to do in my final production will be something which matches these ideas;• Clear and consistent• Visible• Attractive• Easy to read

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Stylistic considerations – Music ideasThis aspect is difficult, the music is one of the most important aspects as it evokes a mood for the overall production. In order to incorporate a positive vibe to mirror the idea of celebrating youth culture, upbeat music is my chosen type. Young people in general listen to all types of music (usually according to their subculture) as far as genre goes. So, I’ve tried to choose universal songs which all subcultures can find appealing.

‘SEX MACHINE’ BY JAMES BROWN (1970) this is an option as it appeals to an audience interested in vintage culture. It is also a well known song but has a funky, upbeat rhythm which will set a positive theme for my production. Due to parental advisory, an instrumental version would be used.

PAPER PLANES BY M.I.A (2007) this is my first idea as it has an urban beat to it which mirrors the idea of ‘street’ style. It also is a recent hit, and popular amongst teens.

‘EXPRESS YOURSELF’ BY LABRINTH (2012) this is an popular song with a upbeat rhythm. The lyrics are ideal for the message which I want to be conveyed of an expression through fashion.

‘HAPPY’ BY PHARRELL (2014) this song will reinforce the ‘happy’ message and emphasis the idea of celebration. It is a recent, mainstream song and will also appeal to the younger spectrum of young people who I find difficult to target.

READY FOR YOUR LOVE BY GORGON CITY (2014) again, this is a current song which a catchy rhythm. Its genre is house, which is becoming increasingly popular within youth culture.

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Analysis of Technical programmes and equipmentName Analysis

Panasonic Hc-V100 High Definition Camcorder - Black

The camera is a compact camcorder which makes it convenient for filming in busy places which my production requires. There is also a powerful 34x optical zoom which will ensure high-quality video footage. The optical image stabiliser compensates for camera shake which is useful for the parts when a tripod cannot be used and delivers blur-free results. It also saves content to memory cards.

Kodak 16GB Multi-Use SDHC Class 4 Memory Card

The card also has a built-in erasure prevention switch to ensure that your files can't be accidentally deleted or overwritten. This is useful in ensuring my footage is stored safely.

iMovie (editing software)

Allows you to record voiceover. Easy import of videos and straightforward means that it will be simple to use as I have very little experience with this programme.

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Production costing (as if real life) Canon EOS 1D MklV HD camcorder Weekly Hire£324.17

Velbon basic tripod Weekly Hire £18.33

Beyer M58 omni-directional handheld micophone Weekly Hire £34.17

Zoom H4n Handheld Digital Recorder.Weekly Hire £37.50

Fillini LED On-board light Weekly Hire£31.67

Genus Full Shoulder RigWeekly Hire £90.83

TOTAL HIRE COST FOR ONE WEEK= £536.67

All prices from www.hireacamera.com

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Planning timelineMon Tue Wed Thurs Fri Sat Sun

Week 1 3rd March- Unit 3 set. Begin planning and research

4th 5th 6th 7th 8th 9th

Week 2 10th 11th 12th 13th 14th 15th 16th planning and research finish

Week 3 17th begin filming

18th 19th 20th 21st 22nd 23rd

Week 4 24th 25th 26th 27th 28th 29th 30th

Week 5 31st 1st 2nd 3rd 4th 5th 6th finish filming

Week 6 7th begin editing

8th 9th 10th 11th 12th 13th

Week 7 14th 15th 16th 17th 18th 19th 20th finish editing

Week 8 April 21st begin evaluation

22nd 23rd 24th 25th 26th 27th Finish evaluation

Week 9 28th FINAL HAND IN

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Pitch

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Project overview• Celebrating youth culture/ fashion in London• Street fashion culture- unique to youth• Vlog/informal style- growing young audience

1. Establishing shot of locations with voiceover introducing video

2. Long shot of 2 teens, introducing them3. Series of close up, medium and long shots while

interviewing them4. Pan shot of shops, with voiceover5. A series of 5 sec clips of people speaking about their own

fashion. Close up shots

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Technical equipment

Lighting- Artificial/Natural (daylight)

Props- Camera, costumes, external light source, Tripod

Equipment- Imovie

Possible problems

Finding a balance between 12-18 year olds

Niche audience?Making it interesting for majority

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Audience

• 12-18 year olds, both boys and girls m/c. target by the people shown in the video.

• Niche audience- teens who are really interested in fashion only?• Survey results- fashion most popular topic• Problem- Digital age, so using a video to engage them,

survey results found video was most popular medium- can also be shared on social networking