Preferred encoding reading achieved: 10
Negotiated reading: 3
1-It wasn't completely clear,
1-The song and the music video do not narrate clearly but it is understandable
1-I understand it in some respects, for example, I understand it is about a relationship and alcohol although I didn't put the two and two together.
Oppositional reading:
4 -The actual story is unclear
Action:
Check if the lyrics and the visuals match, check continuity of the narrative (GOODWIN)
Q2: Do you understand the relationship between the two characters and how it changes?
Preferred encoding reading achieved: 10 yes
Negotiated reading:
-I feel the change in their relationship isn't obvious enough or more contrasting
-Not sure how the relationship changes
-Other times it is slightly unclear
-Implied shots are sometimes foggy to understand
-The relationship is evident but not the change
-I understand the relationship but not the change
Oppositional reading: 4
Action:
Check if the lyrics and the visuals match, check continuity of the narrative
Q3: Did you notice the costume changes? Which costume do you prefer/ remember/ like the best?
Preferred encoding reading achieved: 16 yes
Negotiated reading: -
Oppositional reading: 1 No, not really
Action:
N/A
Q4: Do you think the locations are effective? Which location do you feel worked well?
Preferred encoding reading achieved: 17 Yes
Negotiated reading: -
Oppositional reading: -
Action:
N/A
Q5: Do you think the visuals and lyrics matched?
Preferred encoding reading achieved: 15 Yes
Negotiated reading: 1
-Music was out of time
Oppositional reading: -
Action:
The reason why the music is out of time is because the sound from the original video is not extracted yet. However, we will remove it at the end.
Q6: What was your favourite shot and why?
Preferred encoding reading achieved:
6 - Red Shoes
3- Lyrics on cards
1- Head to head shots
1- In the abandoned place
1- Myles running and Emily on the skateboard
1- Panning shots
1- Emily laid on the floor
1- Smashing the bottle
1- Brick wall shots
Negotiated reading:
Oppositional reading: 1 unsure
Action:
N/A
Q7: Which shots didn't you like? Didn't understand?
Preferred encoding reading achieved: 4- Likes all shots
Negotiated reading:
2- Clicking of the shoes repeated too many times
2- Going around the pole/ lamp post
1- Vandalism scene
2- Filming out of the car
1- Didn't understand the shots with the beer bottles
1- Skateboarding
1- Head to head
1- Close up of face shots
1- Didn't like the shots of the actors together
1- The cards
Oppositional reading: -
Action: Reduce the amount of red shoe shots in the music video. No action will be taken regarding the closeup shots as this is a promo video.
Q8: Do you understand the meaning behind the cards? What do you think they represent?
Preferred encoding reading achieved: 7
1- That they're a game
1- The red gamblers, the relationship was risky
1- Taking a risk, love being a gamble
1- Is it that life is a gamble
1- Love's a gamble
1- Represents the risk of love
1- Yes, words in the song
Negotiated reading: -
Oppositional reading:
9- No
1- Did not answer
Action: Embed a code that the love cards represent the love and their relationship, and the black cards signify the difficulties.
Q9: What representations have been created?
Preferred encoding reading achieved:
1- Alcoholism
1- Red shoes, Dorothy back home
2- Anger
4- Unstable relationship
Negotiated reading: -
Oppositional reading:
2- Did not answer
7- Do not know
Action:
N/A
Q10: Does this music video launch the male singer as a new star? Would this video make you look online for more information about him?
Preferred encoding reading achieved: 12 Yes
Negotiated reading: -
Oppositional reading:
2- Did not answer
3- No
Action:
N/A
Improvements that need to be done :
- Check if the lyrics and the visuals match, check continuity of the narrative (GOODWIN)
- Check if the lyrics and the visuals match, check continuity of the narrative
- The reason why the music is out of time is because the sound from the original video is not extracted yet. However, we will remove it at the end.
- Reduce the amount of red shoe shots in the music video. No action will be taken regarding the closeup shots as this is a promo video.
- Embed a code that the love cards represent the love and their relationship, and the black cards signify the difficulties.
