Unit 10

Audience analysis

The audience for crowdfunding websites Indiegogo and Kickstarter are similar but do have some big differences. The audience for both sites is predominantly male, however the age of the audience varies slightly between the sites, as older people use Indiegogo whereas more young people are using Kickstarter. Also the people who use Kickstarter are earning more than the people who use Indiegogo and more people who use Kickstarter have been to or are currently at college compared to Indiegogo where more people are at grad school.

The article about video games audiences taught me that there has been an increase in the number of digital console and PC purchases and a decrease in physical copy purchases over the last two years. It also taught me that about 40% of the UK population aged between 6 and 64 play video games and on average 11-64 year olds spend 8.8 hours a week playing video games, and the majority of people are playing packaged games and on console and PC. Also 58% of players are male and only 42% are female and the majority of male gamers are between 15 and 2 years old.

The articles about digital video taught me that the audience can be influenced by digital videos to buy certain products, as the audience trusts the people making that content. Also it taught me the majority of people access digital video on desktops, however 45.4% of males and 39.3% of females prefer to watch digital video on smartphones. The platform the audience accesses the digital video from also depends on age as 47.8% of 18-24 year olds and 42% of 25-34 year olds used smartphones to access digital video, whereas as people get older they start to use desktops much more.

What surprised me about these findings is the difference in people who use Indiegogo compared to Kickstarter, previously I had assumed that because they were both crowdfunding websites that their audience would be almost identical, however now I know that more people who use Kickstarter earn more money and are better educated and younger than those who use Indiegogo. I was also surprised to find out just how many people play video games throughout the UK.

The articles tell me that the main audience for these kinds of things are male and that the platform they use will change as they get older, but their use of the media won’t change, just the medium that they use for it.

This new knowledge will help me with my ideas for my character as I know that this content will mainly be seen by young males, I can make my character more appealing for them as they will be a large part of my target audience. I don’t think that any of the other knowledge I have gained from the articles can be applied specifically to my characters.

I can apply this knowledge to my video as I need to take into account that it will be accessed on both smartphones and desktops, so the video needs to be able to fit well on both platforms. Also because of the target age of my audience and the differences in education I will need to make sure that the video is simple enough for the audience to follow and that they now hot to use the interactive elements of it.

This information does support Kickstarter and YouTube as viable platforms for my work as they are both used by my target audience. One alternative is Indiegogo but this would not be as appropriate as Kickstarter as Indiegogo is mainly used by older people and I want this to be targeted at older and younger people.

Garner, J., Adams, D., Hershkovitz, S., Damodaran, S., Gibbings, M., Keithson, J., Lee, A., Rana, D., Batchelor, M., Dhiraj, A.B., Fimin, M., Kopp, G. and Gately, K. (2015) How does your target audience watch online video content? » CEOWORLD magazine. Available at: http://ceoworld.biz/2015/10/01/how-does-your-target-audience-watch-online-video-content/ (Accessed: 7 December 2016).
Martin, D.R. (2014) Crowdfunding demographics: Understand Kickstarter and Indiegogo backers. Available at: http://artofthekickstart.com/crowdfunding-demographics-understand-kickstarter-and-indiegogo-backers/ (Accessed: 7 December 2016).
O’Neil-Hart, C. (2016) How online video influences your audience. Available at: https://www.thinkwithgoogle.com/infographics/online-video-youtube-influence.html (Accessed: 7 December 2016).
The games industry in numbers (2016) Available at: http://ukie.org.uk/research#Who%20plays (Accessed: 7 December 2016).

Analysis of Kevin Kelly article

This post is about how new technology has been born from all the older technologies and how this has affected the content being created. This is to understand the processes that were used years ago to produce content and how they have changed and how they can change even further. I am going to discuss things like the differences traditional media content and the new content being created, and what the traditional obstacles were to produce creative content.

In the article Kevin Kelly says we are in “a period of productive remixing” which has been enabled by the amounts of new technologies and media being created from old technology and media, and since there are so many different combinations of old and new technologies to mix together there is “an unlimited number of possible new technologies” to be created. Recent mediums that have been born out of the old include “listicles” which is an article presented in the form of a list on the web, and has become very popular over the last decade. This productive remixing has made it easier for people to create their own content as traditionally it had been hard for people as they didn’t have easy access to the equipment and only specialists would have had the knowledge of how to create something using that equipment, which meant that for many people creating their own content just wasn’t possible, now the equipment is available on peoples phones and it is very easy to use meaning almost anyone can do it.

There are many differences between the traditional media content and the new content that has become available in recent years. One of these is tradition content would often have only been viewed once, for example films would be shown at cinemas for a limited time and then that was it, however new content can be recorded and re-winded allowing for multiple viewings, this means the content of new media can be deeper as creators know that audience will watch it more than once, whereas traditional content had to be appropriate for just a single viewing. Another difference between traditional content and new content is “an image stored on a memory disk instead of celluloid film has a liquidity that allows it to be manipulated as if the picture were words rather than a photo”, this allows films to be built up in a way that makes the final product look more fluid compared to traditional film-making. This also changes the content that can be included in films as it’s possible to create much more.

The scale and success of productive remixing has meant that traditional media is used much less now, it is still used a lot but more and more people are using the new media to access news or films, and it is much more common for a film to be produced digitally and use digital effects, rather than be shot on film or use practical effects. Also apps like iTunes and Spotify have almost replaced radios as the way people listen to their music. Technology has enabled many changes in production methods for content creators, for example when creating films scenes are now “constantly being revised” and are built up like a painting, rather than planning a film out in scenes and then filming those scenes exactly as planned. Also now it is not always necessary to create all the content for yourself, “database cinema” allows filmmakers to find assets they need for their films from the millions that have already been created. This is different from traditional media as if you wanted something like a New York skyline traditionally you would have to go and shoot it yourself, now there is millions of pieces of stock footage available that you could use instead. Also if you shot on film but then needed to digitally add effects to it the process for converting the film to digital was very long, now you can shoot digitally and start adding the effects to it as soon as you transfer it to a computer.

Technology has changed the way we consume media as now “findability” is now much easier, if you want to find something specific from a scene in a film, you can type it into google and find thousands of results instantly, and googles AI will also find similar content from other films for you. Another change made possible by technology is “re-windability”, this means you can rewind and re-watch TV shows and films which just wasn’t possible before. This allows audiences to discover more details about something and also allows creators to include more content for audiences to discover, as it isn’t necessary for it all to be discovered in one viewing anymore. Video games also offer multiple playthroughs and extra lives, which allows for more content to be discovered. With remixing comes legal and ethical issues, as if everything is a remix who can claim to really own it, and Kelly suggests that there should be new laws introduced to help make remixing easier and fair, as at the moment many people point to the fair use act to defend themselves when they are using something they do not own.

From this article I have learnt a lot about remixing and how it has affected everything that we use today and how we use it. I have also learnt that the possibilities for new technology and new media is endless thanks to remixing. This can influence my work on my upcoming project as I know more about the production processes of new technology and more about the legal and ethical problems of remixing.

Kelly, K. (2016) Remix, rewind, reinvent: Predicting the future of media. Available at: http://www.wired.co.uk/article/kevin-kelly-on-the-future-of-media (Accessed: 16 October 2016).

Digital Video Case Study

This is the video for the case study I did into the purpose, format, genre, audience, platform, production and consumption of digital video.

I focused my study on 3 different examples of digital video that all had different purposes and were consumed and engaged with in different ways, in order to give me a better understanding of digital video and what it can be used for and how it can be used.

This case study has taught me a lot about digital video and how I can use things like the platform to influence my own video and also why it is important to know things like my audience as that is directly linked to the content of the video.

CUBE CZ (2016) STAR WARS 360 VR – hunting of the fallen. Available at: https://www.youtube.com/watch?v=SeDOoLwQQGo&feature=youtu.be (Accessed: 12 December 2016).
Official movie site for life of PI, directed by Ang Lee (no date) Directed by Ang Lee, 20 th Century Fox [Film]. .
The outbreak (no date) Available at: http://www.survivetheoutbreak.com/ (Accessed: 12 December 2016).


Target audience for character

The archetype for my target audience is a 35-year-old male as this is the age and gender that play beat ‘em-ups and use fundraising websites like Kickstarter which is what my video is going to be viewed on. The location of my target audience is America as my character is a patriotic American so I think an American audience will relate to my character more. The job my ideal target audience has will be a IT technician as they will know about technology and will have the money to back the game or buy it when it is released. The interests of my ideal target audience will be American history as this will mean they know about the Cold War and will be interested in it. Another interest he will have is beat ‘em-up games so that he will want to play this game.

One element of my character that connects with my target audience is that he is patriotic and I feel Americans will be able to relate to this as they are all proud of their country and will want to play as a character who loves America as much as they do. Another element of my character that will connect with my target audience is he is just an ordinary citizen so they would be able to see themselves reflected in the character.

The platform for my character is going to be YouTube as this is where the game is being advertised. This platform could exclude some people from my target audience because of their age as they may not use YouTube regularly so they might not see the video. Also it could exclude people if they are in a country that doesn’t allow access to YouTube such as China or some parts of Germany.
YouTube could include other people who are not part of my target audience as a lot of young people use YouTube regularly so they will be able to see the video and could become interested in it.


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