Spreadable Media Analysis: Artefact 1

Posted: December 17, 2014 in Creating Spreadable Media
Tags: , , ,

Spreadable Media Analysis

Artefact 1: Video

Speak Out Against Racial Inequality

Date Published:

First version uploaded to YouTube on December 9, 2014. (Click here to see first version)

Second version uploaded to YouTube on December 16, 2014.
(Re-edited because the initial font for the main text simply wasn’t right, and since the text is the main focus, it needed to be addressed.)

Background:

This video is based on a current affairs situation that has been developing and growing in America over the past few weeks.

Two police officers faced a grand jury as a result of the deaths of two black males. Both of these cases were separate incidences and occurred in different states, Ferguson, Missouri, and New York. On November 24th, 2014, the grand jury which heard the case in Missouri, decided not to indict the officer. This decision resulted in public outrage and protests. One week later, on December 3rd, 2014, the grand jury which heard the case in New York also decided not to indict the officer involved.

(Click here to view a BBC article on the Ferguson jury verdict on timeline of earlier protests)

Purpose of the Video:

I created this video to highlight the need for a change in racial perception due to racial profiling. This is why the final image in the video features the words ‘speak out against racial inequality’ and why I decided to use the various components which make up the video.

Components of the Video:

For the video I did, I used an excerpt from a speech given by H.I.M. Haile Selassie I, when he addressed the United Nations in 1963. I also used a series of images of events that have occurred in Ferguson and New York over the past few weeks.

The audio for the video is a combination of pieces from Martin Luther King Junior’s ‘I have a dream’ speech in 1963, the opening bars of Bob Marley and the Wailers’ 1979 live performance of their song ‘War’, and the shouts of protesters marching through the streets of New York on the night of December 3, 2014.

*The song ‘War’ by Bob Marley and the Wailers is based on the same excerpt from the H.I.M. Haile Selassie I speech.

I used Adobe After Effects to create the video and Adobe Audition to combine the parts for the audio.

AE screen shot - Racial Equality - 1

Figure 1. Still Shot of Artefact 1 – Racial Equality Video

AE screen shot - Racial Equality - 2

Figure 2. Still Shot of Artefact 1 – Racial Equality Video (End)

Aud screen shot - Racial Equality - 3

Figure 3. Still Shot of audio track done for Artefact 1 – Racial Equality Video

Target Audience:

The target audience for this video was mainly persons who have been following the incidences which occurred in Ferguson and New York. I decided to place the video on my Facebook fan page along with my Twitter feed as these two platforms are where most of the social network conversations on the topic have been taking place.

Analytics:

Figure 4b shows the viewing statistics for the version 1 of the video. The views for the video aren’t impressive, but the possible reasons behind it have given me something to consider.

  1. The first video didn’t hold attention. The re-edit was an attempt to address this problem, but did the re-edit suffer as a result of the first video? Or maybe the layout of the video itself needs to be changed to perhaps create more emotion/tension.
  2. Some of my posts on the Facebook fan page did better than others. While Facebook fan pages are convenient, the posts may not show up on a person’s news feed. For instance, I have liked several fan pages, but I do not always see their posts. It might have been more effective if I had shared certain things on my main page as well.

video 1 demographics - youtube - 1

video 1 demographics - youtube - 2

Figure 4a and 4b. Screen Shot of YouTube statistics showing Views and Viewer Demographics


 

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