Production Analysis: Target Market*





  • What is the purpose of what you are trying to “sell”?
  • Does it satisfy a basic need or is it a luxury?
  • What makes it unique?
  • What other products are similar and what advantage does yours have?


The aim of my project is to entertain audience members and engage with active social media users.  Research has shown that social media news feeds are browsed regularly throughout the day due to boredom and dissatisfaction of the user. In order to combat that boredom, my project will aim to give the viewer something to browse for and enjoy following. Similar to a soap or drama series that people sit and watch on the television, my project will act as the first social media “soap” distributed through social media content in the forms of short videos, pictures, status’. The viewer must follow or add the characters in order to gain full experience from online series. My project is unique in that it has not been achieved before – forums online have always established themselves after a TV show has been aired on television, but what I intend to do is to distribute the story through the social media profiles of the characters themselves.


From watching my own news feeds whilst enjoying popular TV programmes, I was able to recognise peoples increased online activity when indeed the popular TV show was on because people wanted to discuss and make comments about it. By following a hastag to do with the TV show, users of social media were able to discuss and express their feelings about what they were watching.

By creating a fictional story online and getting users to follow each character to understand the next part of the story, a networked web of narrative with hopefully be created.


The disadvantages and problems to consider:

  • Not being able to establish a following of users/viewers
  • Not being able to keep up with enough content for the viewer to engage with
  • Backlash from public audience
  • Unable to regulate what characters are real and constructed and people just trying to get involved

Production Analysis: Market

Issues Raised regarding Social Media Use and Audiences Using them…

Channel 4 Documentary  – “Don’t Blame Facebook” 

Issues Raised about current digital climate:

  • Hacking – consequences
  • Computer Misuse Act – Criminal offence to hack somebody’s personal information online
  • Emotion of feeling trapped – prison sentence via hacking
  • Don’t trust strangers – HOWEVER the comfort of online anonymity makes getting closer to strangers more easily available.
  • What happens when an online stranger makes an appearance in the real world?
  • Anonymous accounts – anonymous slander
  • Honesty, integrity, character
  • Not nice to be labled as a crazy person o stalker
  • Talking to people you don’t know, you could be being set up, dangerous game, tangled web, don’t know what the people are doing
  • Facebook rants – consequences – who will see them? Ministry of defence watch social media
  • Criminals posting videos online of them doing the crime. Illegal activity for entertainment
  • Naivety “Didn’t realise the entire world would be watching us”
  • Party invited online – who could come? public/private – going viral party can turn into an impromptu street festival
  • You would not do it in the real world so why would you online?
  • Crossing the very thin line between being open and being stupid – getting caught up from the feedback given
  • Saying your not home or gone out and saying where you live leaves you vulnerable to people breaking and entering into your open house.
  • The effects of acting on impulse
  • “Sharing it with your friends” – NOT SO funny anymore – F-Rape, Jokes back fire
  • Public privacy rights – even if you are in a public place you still have rights of privacy. People are too accessible and there is less respect for privacy.

Facebook web application “Take This Lollipop”

  • Lollipop with a razor blade inside
  • “Don’t take candy from strangers” concept
  • “I Dare You”
  • Allows access to Facebook account to personalise and enhance the experience
  • Does NOT do anything bad with the FB information – need to make the viewer feel isolated
  • Information pulled from Facebook is random – makes each viewing different
  • Power of word of mouth – viral
  • Tape reactions to it
  • Pull emotional ties – pets family members, boyfriends etc
  • Countdown timer – left with feeling of being uneasy

Digital Trends admired the film’s drawing of attention to the dangers of posting too much personal information online, writing that the film was “a creative way to simultaneously grab your attention and scare you into being a little more careful with your Facebook information.”

Ad Age praised the film, writing “The piece, which integrates your Facebook photos and location information into an eerie short film, combines great storytelling, high-production values and visual elements that are so realistic you’ll think twice about letting your kids on”

Audience Response:

Having been surprised at my own emotional responses to watching Take this lollipop, without giving anything away, I asked friends and colleagues to also watch it and these were the two main responses.


  • A vital response to physical and emotional danger
  • Fear is felt so that we protect ourselves from threat
  • Triggers of fear include, bad past experiences, personal exposure, the unknown,
  • Synonyms: fear, fright, dread, terror, horror, panic, alarm, dismay, consternation, trepidation. These nouns denote the agitation and anxiety caused by the presence or imminence of danger.


  • What are my privacy settings?
  • How have you this information?
  • How do I stop this?
  • Is this real?

Participatory Media

YouTube, Broadcast Yourself.

  • Platform of self expression, redistribution of already made footage

Reoccurring issue = Privacy 

  • How private is your profile?
  • What estimated percentage of your online “friends” would you class as actual true life friends?
  • Do you include your birthday, address, and up to date place of work on your profile?
  • Are you aware of how easily your profile can be searched for?
  • Do you allow people to tag photos of you to appear on your timeline without confirmation?
  • Do you share written posts to friends only/the world?
  • Do you share your personal information with friends online?
  • Why is take this lollipop so scary and effective?


Analysis of Existing Products

Project Draft Title – Interactive Video/Online Experience

My research and inspiration was drawn from…

    • The Wilderness Downtown –  An interactive music video for Arcade Fire’s – “We used to wait”, which engages the viewer with their inner child and uses the words in the song to get an emotive response from thinking back to past memories of home and childhood
    • Take This Lollipop – a real representation of the online “Facebook stalker”. Uses the viewers personal information incorporated into a well filmed video whereby the viewer is led to believe that this crazy person is stalking them. This Artificial Reality Game online is particularly clever in how it is coded to give the viewer a unique and individual experience.

Has led to my idea which is…

    • To create an interactive video, engaging with the viewer through incorporating their personal information to make every viewers experience unique
    • To demonstrate something to gain an emotional response – perhaps to:
      • emphasise our increasing dependence on social media
      • Show our “online identity” as if it were an alter ego coming to life and talking back to them
      • To engage with Social media users and bring their fears to life – what happened if they were hacked? Or got caught ‘stalking’ some one inappropriate?
      • Some how demonstrate how protective we are of the online persona we create

My target user group would be…

    • Students ages 16-24
    • Students will watch anything to waste time and not do any work
    • Most active user group
    • Spend a lot of time on social media
    • This age category has grown up with social media – they have the strongest dependence on it


The way I am going to engage my user group during development is…

  • Discussion groups about why they engage with social media
  • Questionnaires
  • Reading articles and blog posts about the power of social media

Sound is important in my project because…

  • Music used in the video will be important to gain the correct emotional response, to create the mise-en-scene and to connect with the viewer. If there are lyrics in a song used, what are they saying and how is it relevant?

The main risks I see are…

  • Purpose. Apart from being a short interactive video there is no real content? (Connected to a website?)
  • Would people “get it”
  • Platform – would it run from a mobile or only be available from a computer
  • Could it be spread using Twitter/YouTube/Vimeo, or just Facebook because it needs the personal details?


The skills I have are…

  • Marketing/advertising
  • Design
  • PR
  • Creating/launching a campaign – generating a buzz
  • Media Theory – interested in the sociological and psychological issue regarding the growing dependence on social media

The skills I will have to develop further during the project are…

  • HTML and CSS to create a website to full fill the needs
  • Facebook App – intergrating the viewers personal information to give a more responsive experience?
  • Intergration of Google Maps, Street View – allowing the user to have a personalised experience (putting in their home address or place of interest)

The skills/jobs I will need to bring in are…

  • Coding help to get everything to run together
  • Actors/Actresses
  • Script Writer?

My target for next week is…

  • Constructing Narratives (multiple endings to a fixed narrative, single fixed narrative)
  • Film
  • Why will people engage?
  • How to take the viewer on a journey