focus group 1 - qualitative analysis

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Qualitative Analysis Focus Group 1 Cubs [short film]

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A2 Media Studies - Audience Research

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Page 1: Focus Group 1 - Qualitative Analysis

Qualitative Analysis

Focus Group 1Cubs [short film]

Page 2: Focus Group 1 - Qualitative Analysis

1. Direct Reference -

Direct quotes from interviewee’s responses which evidences their own words and phrases

Page 3: Focus Group 1 - Qualitative Analysis

Direct Reference

Phoebe (17 years): “They were under a bridge, crowding and smoking with two dogs. You'd stereo-typically think they'd be dealing drugs or dog fighting but instead they end up hunting a fox. This unexpected turn of events makes me want to watch the outcome of the film."Jordan (17 years): “I wanted to know what they were going to do with the fox.”

Q.1 Did the opening of the film engage your interest to make you want to watch

the rest of it?

Page 4: Focus Group 1 - Qualitative Analysis

Direct Reference

Myles (18 years): "The main character is torn between wanting to do the right thing but also wanting approval from gang members so when we see him deciding whether to unveil the foxes location we know he is struggling . He ends up choosing to hunt the fox making his character more interesting because he does know he is wrong."Jordan (17 years): "He seemed determined to try and get on the good side of the gangster so its his main aim to gain approval from him and socialising with the gangsters friends and doing what he does so he ends up losing his innocence in a unique way."

Q.2 Did you find the main character interesting? Why?

Page 5: Focus Group 1 - Qualitative Analysis

Direct Reference

Jordan (17 years): "The setting was definitely believable as I have seen parks/playground areas like that and there are bridges in the woods you can go under. The storyline is definitely unique as I've never heard or seen of a gang fox hunting for fun before so the realism of the story is debatable."Myles (18 years): "The setting is realistic and the boy chasing after the approval of a respected gang leader is also. The storyline doesn't seem realistic because I've personally never heard, seen, read anything about urban fox hunting."Phoebe (17 years): "I think it was realistic. Especially the boy wanting to be part of the gang and when he decided to tell everyone where the fox was to avoid embarrassment and disrespect of losing it in the first place."

Q.3 Is the setting, character action/reactions and storyline believable/realistic?

Page 6: Focus Group 1 - Qualitative Analysis

Direct Reference

Myles (18 years): "Boredom of the youth and gang culture."Jordan (17 years): "Definitely the issues of animal cruelty, its become a sport. Its like they really lack so many opportunities to play actual real sports."Phoebe (17 years): “Yeah animal cruelty, being bored, maybe desperation for something exciting or entertaining.”

Q.4 Can you think of any issues and/or themes running throughout this text?

Page 7: Focus Group 1 - Qualitative Analysis

Direct Reference

Phoebe (17 years): “I feel like it wants to show how little there is to do for young people these days. A new height of boredom has been reached with sinister consequences.”Jordon (17 years): “Yeah that’s true but there’s also the message of losing innocence in ways you don’t expect so be careful what and who you get involved with.”Myles (18 years): “That people tend to over-exaggerate their own capabilities as the main character struggled to decide whether to keep chasing the lost fox and took a long time to kill it.”

Q.5 Is there a message or meaning to this film?

Page 8: Focus Group 1 - Qualitative Analysis

Direct Reference

Myles (18 years): “It showed fox hunting but in a different context. It used a younger generation, maybe to show the brutality and violence that the older generation lived by for so many years. This way its giving a more shocking response because of this change of generation and age.”Phoebe (17 years): “I think it wants to show how little youth have left in this generation but also what Myles said about the fox hunting being put into a different situation: if more experienced, older adults did such a thing it would be considered okay and congratulated when they caught or killed the fox. I think it could have been made to criticise the hypocrisy of the older generation.”Jordan (17 years): “Maybe to show the extent of the boredom of the youth.”

Q.6 What are your thoughts on the purpose of this short film?

Page 9: Focus Group 1 - Qualitative Analysis

2. Discrete Analysis -

A methodical breakdown of the responses, offering a clear explanation of the insights they bring

Page 10: Focus Group 1 - Qualitative Analysis

Discrete Analysis

The interest in wanting to know what the youths were going to do underneath a bridge at dusk with two stereotypical urban vicious dogs. Once the fox hunting had begun, this engaged interest as the motives of the characters were unknown.

Q.1 Did the opening of the film engage your interest to make you want to watch

the rest of it?

Page 11: Focus Group 1 - Qualitative Analysis

Discrete Analysis

The internal conflict of the main character was what intrigued the most. The unknown motives and reasons behind his actions encouraged the audience to become more interested in the mysterious character.How the main character reacts to potentially losing his innocence in a way he did not mean to or expect.

Q.2 Did you find the main character interesting? Why?

Page 12: Focus Group 1 - Qualitative Analysis

Discrete Analysis

The setting the text takes place in is very realistic.It's narrative is realistic in terms of the main character wanting approval and to be part of a gang but the way in which this is achieved plants a seed of doubt as urban fox hunting has not been heard of other than this text, so it may be fiction. The main character wanting to be part of the gang is realistic.

Q.3 Is the setting, character action/reactions and storyline

believable/realistic?

Page 13: Focus Group 1 - Qualitative Analysis

Discrete Analysis

The boredom of the youth and gang culture.Animal cruelty and the little opportunities available nowadays.Desperation for entertainment/lack of stimulation

Q.4 Can you think of any issues and/or themes running throughout this text?

Page 14: Focus Group 1 - Qualitative Analysis

Discrete Analysis

That you must be careful what you do out of boredom as the consequences may not be what you wanted.Message of losing innocence in unexpected ways.The message of over-exaggerating your own capabilities can lead to unwanted outcomes.

Q.5 Is there a message or meaning to this film?

Page 15: Focus Group 1 - Qualitative Analysis

Discrete Analysis

To criticise the older generation who praised and prized fox hunting yet, when placed in a different context it seems cruel and sinister even though it is to begin with: just because someone young is committing an act of cruelty, it doesn’t mean they are less or more guilty.There needs to be more fun and productive activities for the youth to participate in.

Q.6 What are your thoughts on the purpose of this short film?

Page 16: Focus Group 1 - Qualitative Analysis

3. Comparative Analysis -

A variety of responses to the same question should be weighed with or against one another

Page 17: Focus Group 1 - Qualitative Analysis

Comparative Analysis

The anticipation and the not knowing what the unique situation is leading to is what lead to interest and audience engagement with the film and its narrative.

Q.1 Did the opening of the film engage your interest to make you want to watch

the rest of it?

Page 18: Focus Group 1 - Qualitative Analysis

Comparative Analysis

It is likely that the visible internal conflict of the main character is what interested the audience. But it could be that his internal conflict is so visible because he is afraid of losing his innocence?

Q.2 Did you find the main character interesting? Why?

Page 19: Focus Group 1 - Qualitative Analysis

Comparative Analysis

Each response agreed that the setting of the text was the most realistic. The need, want and obligation of the main character was realistic but the narrative lacked realism when the fox hunting began.

Q.3 Is the setting, character action/reactions and storyline

believable/realistic?

Page 20: Focus Group 1 - Qualitative Analysis

Comparative Analysis

Several different issues and themes were suggested but the main one was believed to be youth boredom.

Q.4 Can you think of any issues and/or themes running throughout this text?

Page 21: Focus Group 1 - Qualitative Analysis

Comparative Analysis

The most dominant message/meaning to the text was loss of innocence. By comparing the different results you can see that loss of innocence can be achieved through the other message/meanings, like boredom and the consequences of impulsive actions.

Q.5 Is there a message or meaning to this film?

Page 22: Focus Group 1 - Qualitative Analysis

Comparative Analysis

It is often thought the purpose is to highlight the need for more productive opportunities for the youth to do in modern society but closer inspections point out that it may have been produced to criticise the older generation and how sinister a generation they were. An activity they happily participated in and celebrated being placed in a different time, place and with modern characters reveals the older generations cruelty that they may not have realised.

Q.6 What are your thoughts on the purpose of this short film?

Page 23: Focus Group 1 - Qualitative Analysis

4. Applying Theory -

Can you apply any relevant theory to the analysis and evaluation?

Page 24: Focus Group 1 - Qualitative Analysis

Todorov's theory involves the narrative following the structure of equilibrium, disequilibrium and new equilibrium. This text, Cubs, clearly follows this being that it begins with the main character achieving his wants in an equilibrium, but then he loses the fox. This caused disequilibrium to follow due to the known fact that he will no longer achieve his want if the disequilibrium continues. A new equilibrium is restored when the main character hunts the fox and is initiated into the gang. But there are hints that it is not the equilibrium that the main character had imagined, so an internal disequilibrium continues.

Todorov

Page 25: Focus Group 1 - Qualitative Analysis

Vladimir Propp devised a theory proposing that every story will always have a certain set of characters: a protagonist (hero), an antagonist (villain), a heroine, a father (an authority figure), helper (helps the hero), donor (gives the hero something) and a mentor (guides the hero).Cubs doesn't necessarily follow this theory, although it includes most of the characters. We can debate about whether the main character is the protagonist or another antagonist in pursuit of heroism by pursuing gang initiation. The antagonist is clear (main gang leader) but dialogue between him and the main character reveal that he is also mentor and authority figure but also donor when he gives him the gun. These character traits are that of a hero but the antagonist has adopted them, creating a much more interesting narrative. The heroin in this text is also the helper as she helps him obtain initiation.

Propp

Page 26: Focus Group 1 - Qualitative Analysis

5. Conclusions -

Analysis and reasoning through of the responses should lead to judgements and decisions being reached by the

filmmaker

Page 27: Focus Group 1 - Qualitative Analysis

1. Anticipation and mystery was used to entice the audiences

interest .2. Internal conflict is what made the character interesting.3. The setting was natural and therefore realistic. Unheard of events

causes realism to diminish; conduct audience research on what they consider realistic to make sure realism isn't lost.

4. Issues and themes featured involved the youth as it is a very large demographic with a tremendous amount of substance to derive intriguing and relevant issues and themes from.

5. The messages were derived from the issues and themes, such as loss of innocence in unexpected ways, potentially teaching the audience valuable lessons about the consequences of reckless actions .

6. Its purpose was thought to be to criticise the older generation and present day society for lack of care for its current generations.

All questions

Page 28: Focus Group 1 - Qualitative Analysis

6. Action Statement -

In view of these conclusions, how will the findings impact on the creative process?

Page 29: Focus Group 1 - Qualitative Analysis

1. Going to make sure there is a sense of mystery

within/throughout my product to ensure a captivated audience.2. Visible internal conflict makes an interesting character so I shall

include this.3. Using a natural, unaltered setting is very important in creating

realism. Need to make sure the narrative isn't too far fetched or includes events that are so unique the audience is unable to recognise or relate to .

4. Issues and themes surrounding the youth tends to be a common platform to include but the material derived is rich.

5. The meaning/message is heavily linked to the issues and themes. I will keep them linked to ensure maximum impact.

6. Criticism can be a purpose. I can use my product to criticise a feature of society I don't believe to be right.

All questions