RESEARCH

 Research

Modern-day society will virtually watch anything. For my project, it's about how can I give the audience that feels that they just want to keep watching some random video. 

As we are at home at the moment I am restrained from being as creative as I could possibly be. However, you can still make good content at home. My project is to create a Japanese Sweet review and make it you tube-like video. The British love their sweets so this is a perfect opportunity to try out other cultures' sweet tooth choices.

I have many ideas that I can add to this video to make it more interesting for the viewer as well.

For my multi-cam idea, I am doing a youtube Japanese sweet review. I am already planning my equipment and I plan to use my Fuji camera and two iPhone 12's. I  want a central shot, a shot above me so I can present what I am making, and a side shot or potentially a panning shot. For the setting, I will either use my bedroom or my dining room. I will have my boom mic on my main camera ( fuji ) and that will pair with the iPhones. I will also be editing an intro to make it youtube. I am planning on having graphics such as a tally on each sweet on the sweetness taste. 

Demographic:

Demography is the study of the character of the population. But when spoken about with regards to the target audience aspect of things a demographic is the group of people who would possibly be more likely to watch what you are creating. This is the key part of creating a target audience. and building the foundations of your project as it gives you more of a wider view of what you are trying to present to the audience and which audience. 

Psychographic:

Psychographic is the method used to describe the personality traits of a person. in the spectrum of the target audience, this helps the creators to understand why the demographic watches their show. This is extremely helpful for creating something that will appeal most to your target audience because this allows you to understand your audience in depth. 

Understanding the Target audience of Youtube as a whole: 

Demographic : 

age 16- 20 - (90% of 18–24 year-olds use YouTube)

gender - female and male ( all genders )

78% of men using YouTube

68% of women using YouTube

Ethnicity - All ethical backgrounds would watch this however from the analysis the white race seems more interested in this topic..

Class to working-class would watch a video about this.

The demographic of youtube is so big, however, i have narrowed it down to the topic i am aiming for but from analysing channels and content creators, it looks like it is aimed at young ages and also white British genders.

Psychographic: 

- enjoys food

- Enjoys learning about other cultures

- Watches creative content

- comes from working or upper-class family.

I estimate that the psychographic of my demographic would be a teenager / young adult who is interested in food but also other cultures food. 

Data:

Quantitative data-

This is the data that has a numerical value it tends to come from closed questions. Quantitative data can be counted, measured, and expressed using numbers. Compared to qualitative data, quantitative data is statistical and is typically structured in nature, meaning it is mores defined. This type of data is measured using numbers and values, which makes it a more suitable candidate for data analysis.

Qualitative data-

This data is more literary and can be collected through primary research. Often this data determines the 'Whats' and 'Who's' of an audience. Qualitative data is descriptive. Qualitative data can be categorised based on traits and characteristics. 

Qualitative data is not statistical and is typically unstructured or semi-structured in its own way. This data isn’t necessarily measured using hard numbers used to develop graphs and charts. Instead, it is categorised based on properties, attributes, labels, and other identifiers.

Valid and reliable data. 

It is extremely important to make sure that the data you are collecting is not only valid but also reliable and effecfive to your piece. If your data is neither valid nor reliable then your whole target audience could be wrong. 

The establishments of the multi-camera and the basics 

Multi-cam is when multiple shots are obtained in a single take without having to start and stop the action. This is more efficient for programs that are to be shown a short time after being shot as it reduces the time spent film editing or video editing the footage. 

mainly used in :

Soap operas

talk shows

sitcoms

The majority of British sitcoms and dramas from the 1950s to the early 1990s were made using Multi cameras and initially broadcast live. 

Unlike the United States, the development of completed filmed programming using a single camera method was limited for several decades. Instead, a 'hybrid' form emerged using filmed inserts, location work, mixed with indoor scenes shot in the multi-camera electronic studio. It was the most common type of production shown by the BBC and ITV. 

As technology developed, some drama productions were mounted on location using multiple electronic cameras. By the late 1990s, soap operas were left as the only TV drama being made in the UK using multiple cameras. Television prime-time dramas are usually shot using a single camera set up.

What are the advantages of Multi-Camera?

Multi-Camera production uses more than one camera, using more than one camera has its advantages.

Using multi-camera allows people to:

Cover more area as there are more cameras,

For me, this will be more beneficial as it means I can make it look more like an official Youtube video. Most professional food reviews 

Use different shots for each camera.

This can give the audience more of a feel of the atmosphere in the video and also a variety of different shots therefore it will keep them entertained.

Be able to see reactions and emotions through different angles, 

This relates to what I said about how I can translate a clearer vision to the audience about the atmosphere of my project. 

The transition from one person to another will be smoother as they film the whole thing together than shooting one person then re-doing it to film the other person.

This will take me longer to edit, relating back to my planning. I will edit it entirely and then add in the multi-cam and use the one mic feed for all three shots. It will also be quicker to film as they do not have to re-do the same scene over and over to get each piece of footage like they would in a single camera.

DISADVANTAGES

1. It Can Slow You Down

We all like to believe that a multi-camera shoot will speed up our process on set, but in some cases, it can actually slow us down. Unlike television, where sets are pre-lit and cameras are more or less stationary, films call for a different and unique setup every single time. In other words, once you actually start rolling you start to save a lot of time. But the setup and preparation you need to do before each shot or scene will take longer.

This is something I need to bear in mind. How will all three shots look different and how will they enhance the project?

working with three cameras, your set up time has just increased dramatically. Instead of one camera needing to be prepped, built, and set up for the first shot – now three cameras need to be up and running simultaneously. And even though you will have more crew to help set up the additional cameras, it is still going to take longer. 

I will be working with three cameras, The cameras will be: iPhone 12, iPhone 11 and fuji film xt200.

I will role them out once at a time because I can cut out the outtakes however I need to bear in mind storage. 

So always remember that multi-cam isn’t always going to be a time saver. If you are shooting with the same lighting/camera set up in a single location for a long time, it absolutely will speed you up. But if you need to move your locations often, it can actually work against you.

For me, it will all be staying in one location. Lighting is key and making sure the lighting is consistent within the 3 cameras. 

Examples of multi-cams :

Although these are not related to my research, the understanding of how multi-cam works are key. For me, researching the general idea of multi-cam will benefit me more of an understanding of how I can use this to help me out

This is a modern take on multi-cam, Although I am not doing a sitcom, the idea of using multiple shots but still getting the message towards the audience is vital. 

This just shows how long multi-cam is going on, in 1928 they used Multicam for a piece called the '' queens messenger ''. 

Identifying the youtube target audience. 

Most teenagers watch YouTube videos every day. YouTube has become part of their daily routines. What helps here is the fixed times You Tubers use to upload their videos. Teenagers know exactly when they can expect new videos from their favourite You Tubers. You Tuber's upload frequencies varying from weekly to even twice a day. Most teenagers watch videos immediately after school or later in the evening. On weekends they spend more time on YouTube than on weekdays. However what they watch is ranging from reviews to gaming, the general audience does not have a specific type of genre on youtube, they virtually watch anything that looks interesting. 

For me, I believe that I need to aim this project at the younger teen audience. I researched YouTubers that do similar videos like I was and act the same way that I want to. 

JOE SUGG

One specific Youtuber who does ''informal and relaxed vlogs '' is Joe Sugg. The YouTuber made a name for himself on the platform by uploading humorous prank videos on his channel, ''Thatcher Joe''. Joe’s audience data across platforms, his YouTube audience fall mainly within the 14-17 -year age bracket and are 82% female. Predominantly single, his subscribers are interested in comics, pop music and are primarily situated in the UK or USA. Constructed of musicians, dancers and actors, the group’s most common brand affinities include Capital FM and Nandos. They are most heavily influenced by celebrities such as Ariana Grande and Olly Murs. This is definitely who I should be aiming at as they enjoy these sort of videos. 

  The set that Joe Sugg is using for his vlogs is also what I would like to use as well, it's minimalistic, clean and aesthetically pleasing to look at. 

Alfie Deyes 

Alfie Deyes is a similar Youtuber to Joe Suggs.  I really had to dig deep to find any analysis of his audience however I did find this. 

In the audience interest segment, it speaks about fashion. Women are into fashion, and they love clothes, they love shopping, they love coordinating new outfits, they love the way a new dress looks on them and makes them sexy and attractive. Fashion is mostly a woman’s thing, they live for it and don’t think twice about maxing out their credit cards or emptying their bank accounts to buy a new dress.

generally speaking, men do not care about fashion or nowhere near as much as women, at least not nearly as much as women do. And its no wonder, the way women’s fashion outshines men’s fashion in a million ways. Men’s have a lot less to choose whereas women have so many other options available to them.

After analysing heavily some you tubers that review products I found out that You Tubers are seen as authentic when reviewing a product or brand, the followers believe that recommendations or discouragements are honest. Information in consumer reviews that is not originated by the company or brand is seen as more credible than marketer-sponsored information. To look more honest and transparent to the followers, You Tubers label their promoted messages and videos with special hashtags.

 Meaning the content or product is sponsored. This way You Tubers save their own face of being transparent and authentic. In some countries, the Advertising Standards Authority rules that You Tubers have to add labels to their paid advertisements. By adding sponsored hashtags, viewers can prepare themselves that the following message contains information for which is paid. 

For me I will not be being sponsored in any way, however, analysing interactions in terms of the audience on youtube will help me understand the target audience that I am looking for. 

it can also be that teenagers grow up in an era of smartphones. On social media, they can share, discuss, modify and create content, what is exactly happening on YouTube. Teenagers spend about 11 hours a week watching videos and identifying themselves more with YouTube celebrities than their Hollywood versions. They have more in common and perceive themselves as equal. Companies use YouTubers to promote products among their loyal followers. Teenagers however do not have the ability to recognise advertisements from reality and can easily be persuaded. 

Developing a target audience for my project.

The topic that I want to do is incredibly specific so I have had to think about how I can research the target audience differently but will still benefit me. For me, I think it will help by analysing what you tubers upload food reviews on youtube. 

What I have discovered is that the channels that post food reviews can broaden from aiming for childlike videos to formal and professional ones.

DEVELOPING A TARGET AUDIENCE PROFILE 

name: Jamie

age: 17

gender: male

lifestyle : middle-class 

Employment status: a part-time job at Mcdonalds

Country: England

City: Bath

Interests:  Xbox, Youtube, Football and films

Attitude: Happy and ambitious 

Mise en scene:

Props and Setting:

I am aiming at using 3 cameras, My FujiFilm XT-200, and my sisters and dad's iPhone 12. The iPhone 12 camera is very good so it will not slack with the dlsr. I want to do it in my bedroom. I have a media wall that I can use to place the cameras on. Another setting idea is on my desk. I could even place a camera above me so we can get a shot of me opening it with the audience. These will develop over time however I have many settings that I can use and try out. 

I have a boom mic which will make sure my audio is clear and concise.

Costume, Hair and Makeup:

As I am trying to create a youtube video I am going to make my clothes general. Not sloppy like tracksuit bottoms but just general. I feel like this will fit with the theme and style I am trying to represent. 

Lighting and Colour:

This is a key part of my project as I am doing it from home. Normally I would have access to studio lights and other facilities but I am at home. I want to try it with no additional lighting and try it with it. I have small lights that could work in a smaller environment.  

If all else fails I will test using colour grading on editing software.

Graphics:

Once I believe I have got the right content and I have optimized it with smart meta tags and descriptions, the third and most vital step is to make it look exceptionally great.  By using graphics such as sweet score I believe it will draw the viewers to watch more. This can be done using Photoshop, Premiere pro and after-effects. 

UNDERSTANDING MY TARGET AUDIENCE FOR MY PROJECT

So far we have outlined what the general target audience is for Youtube. However , we now need to narrow it down to my project so i can understand what I am aiming for.

I conducted a survey to really dig deep and understand.

1. This was one of the first questions on the survey and as you can see out of 9 people , 56% haven't watched a food review on youtube. I already knew that the general age of this survey was around 18 so that gives me an idea on who I should be aiming for , the younger audiences. 

2. The reason why I asked this question is so I can prepare myself on what I need to do , One person quoted saying '' good shots of the food '' and this gave me the idea of using a lightbox to enhance the use of different shots.

2. Despite most people not watching a food review on youtube , the overall percentage would watch it if they were to see it on their recommendations. 

3. Somone responded with  ''I like to see other people’s opinion on different foods, see if it’s worth trying out or just to see their reaction''. Although you cant see that answer , I believe it helps me know what people will show an interest on this topic.

4. This question was the pinnacle for me to understand what people would expect in a food review on Youtube. The replies I received was really helpful as I had a variety of answers that could benefit me in understanding where my video should be aimed at in terms of target audiences. 

'' Different food not everyday stuff''. This was one of the answers I received and I think this is exactly what I need to know that the project I am doing is going to be interesting. 

5. This question helped me develop an understanding on whether or not people enjoy food reviews.

To conclude this survey I believe it showed me that I should be aiming this project at younger audiences. I deliberately aimed this survey at 18-year-olds as relating back to my research on what ages watch Youtube the most.

Identifying the gaze of my project 

The male gaze was first used to describe how the audience for a movie is required to observe from the perspective of a heterosexual malee in almost all movies woman exist for men to enjoy, and the message is you too could have this. I say “this” because what the male gaze does is reduce the woman down to an object for the man. 

It’s since expanded beyond movies to all media, it is in just about everything we watch, read or play. We are told over and over in many different ways that the princess is in another castle. In reality, the majority of the audience are not heterosexual males and the all-pervasive male gaze is as relevant to modern society.

The female gaze is from a woman’s point of view; in movies and other media the audience is required to observe from the perspective of a woman. A direct comparison between the two breaks down quickly, and if anyone says that the male gaze is the same as the female gaze then there is a lot too talk about. The comparison is a false equivalence; a shared terminology doesn’t mean they’re the same, as the male gaze is the default and the female gaze is rare.

All of our media – TV, movies, books, comics, video games – are wrongly created in the male gaze so you have to search for a different viewpoint. It doesn’t help that trying to create anything outside of the male gaze is actively discouraged; just look at the history of Alfonso Cuarón trying to fund and film Gravity (2013). Men are often uncomfortable with the mantle of sexual objectification, so in a system dominated by men, it is often rejected.

The first Twilight movie is also a good example of the female gaze, but not in a good movie. It was written, produced, and directed by women and is shot almost entirely in the female gaze, one of the few movies to ever achieve this and it is never really spokenb about. The female gaze in Twilight is on lingering looks, touches, and facial expressions. The second Twilight movie, New Moon was directed by a man. the subtle female gaze is gone and the movie is now in the male gaze and all about the shirtless werewolves’ bodies, the view moved to objectification.

Looking at my project, it's about WHO would be more into watching a food review. From analysing the target audience of the likes of Joe Sugg and Alfie Deyes,  I believe that the female gaze would be more interested in this type of video.