Unit
6 Critical Approaches to Creative Media Products
Task 2
Safa Radwan
In this article, I
will be writing about how media producers create products for audiences. Media
producers use selection of content,
construction of content, codes & conventions, and mode of address, to
specifically target their audience. I will explain each of these.
I will compare two
animated shows; OK K.O and Lastman. I think they will be interesting to
compare, because they are both modern cartoons currently airing, that strive
for a retro/80s vibe. Also, both have different demographics they’re catering
to - meaning I will be able to talk about how and why they are different.
Addressing Audiences
Selection of content
(Words, fonts, images,
colours, sound & sequences)
OK O.K’s (pictured
left) usage of block-like typography and retro font gives the show a nostalgic
feeling. Furthermore, the colour scheme of bright saturated yellow, pink, blue,
and green, further accentuates the retro vibe. it is clear that the producers
were influenced by 80s and 90s graphic design. This could make the audience
feel nostalgic, and want to tune in, or identify with the show.
Because of the
image depicting characters with large eyes and simplified features, it can be
assumed that their target demographic are children/teens.
Lastman (pictured
right) it is clear that the audience is more for adults, than children. This is
because;
Words/font – The
colours are simple and formal – white & red, while the font may give the
impression of an action show, it is formal and structured.
Colours – although
there are some variety of colours here and there (yellows, blues and some red),
the image is a lot less saturated than the one on the left, and uses more
realistic characters, giving the impression of a more mature show.
Construction of content
(Narratives,
layout, anchorage)
Now
I will be comparing how both sites are constructed, and how they construct it
to appeal to their target market.
On
the left is OK K.O’s site. It is under Cartoon Network’s domain, which means
there are lots of different links to click that go to other shows. It is also
important to note that in the layout of the site, there are videos playing
constantly. From this we can infer that the audience they are catering to ages
around 7+
Compared
to Lastman (right), there is a lot less going on. This could be budget issues,
but also, because they have no need to constantly grab their audience’s
attention with bright colours and moving images. However – their site is not
entirely dull, as it is still a cartoon, they are marketing to a 16+ (as rated
by Netflix) audience.
When
airing, they use different tactics to appeal to their target market. I will be
explaining these through the use of anchorage. Anchorage refers to how media
uses other factors – such as sound or text – to further accentuate our
understanding of the media we are watching. For example, during action
sequences, Lastman will play fast paced and upbeat music, this encourages the
viewers to get excited and helps achieve the desired emotion. This happens with
OK K.O too – a great deal of importance in based on the soundtrack and its
ability to create joy, sadness, or comedy based on the situation.
Codes and conventions
(Visual,
audio, symbolic, technical)
Just
in the way the characters speak, you can grasp who they are marketing to. OK
K.O has voice actors known for voicing children’s cartoons. The voices they put
on tend to be exaggerated and projected. Meanwhile, Lastman is more grounded in
reality. They strive for realism, thus the characters have more mature voices,
with an accent reminiscent of the eighties - but they are still loud and clear,
like what you would hear in old 80s/90s movies.
Mode
of address
Refers to how the
media addresses their audience. For example, this could be narrators
addressing, or talking to the audience. Lastman doesn’t use narration, nor does
it address the audience directly. This is because they want the audience to be
fully immersed in the story. While OK K.O sometimes uses narration to address the
audience. This is because it is aimed at a younger audience, they don’t need to
keep a serious tone, thus are allowed to break the fourth wall, and address the
audience.
Audience feedback
(Focus groups,
audience panels, trial and testing, reviews, complaints)
Reactions to both
shows have been both positive and negative. Studios behind OK K.O & Lastman
are not allowed to reveal to the public results of their focus groups, however,
I can find other audience feedback online, in the forms of reviews and
complaints.
Lastman
Although the
series has been largely praised for being refreshing, and unique, as animated
action shows are a dying genre.
The animation
seems to be rather limited, if only to cut corners at some scenes, so that they
can save budget for the action scenes. This way of smartly conserving animation
has been praised by some, but criticised by others.
Other criticisms
lay in the story – audience have described the plot as being too slow-paced,
and the show’s approach to race and gender (given that it is set in the 80s)
has been argued to be very stereotypical of that era, a lot of the most
prominent black characters are villains, and all of the female characters are
typical damsel-in-distress archetypes.
OK K.O
What parents say:
Feedback was
mostly positive, praising the show to be full of positive messages, good role
models “a comeback to the 90s”, and “made with a pure heart” by Nicole R. However,
it also had a bit of critique, “too much pink” and “more traditional families
should stay clear” from Michael C.
What children say
(ranging from ages 10-15):
Feedback has been
overwhelmingly positive.
OK K.O has been
described as “a breath of fresh air”, “teaches great messages about teamwork”,
and having it’s own detailed universe full of interesting characters you can
relate to. The animation is “fast, colourful, and intricate in some areas” as
well as having “dynamic action scenes” for a children’s cartoon.
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