Maslows Hierachy of Needs Theory

This theory is important for us to consider as Maslows Hierachy of needs are motives of a person that are concerned with meeting our particular audience needs. When it comes Maslows Hierachy there are actually five types of needs which are:

• Physiological Needs
• Safety Needs
• Belonging & Love Needs
• Self Esteem Needs
• Self Actualization needs

Therefore when each need is satisfied the person may go up the hierachy and thus attempt to satisfy the other needs.
Well in order to suit our needs we need to be able to understand that teenagers have to fullfill their self esteem needs when it comes to accepting any form of media as they need to have a sense of belonging to a collective identity which is a form of acceptance and recognition.
Hence our video actually depicts a realitity of an collective identity of youths within  a society who is keeping up with trends, that they must reach the self actualization stage in order to reach their full potential in society as they amplify their hobbies and interests.

By Michael Oddoye

Marxism, Female, Male Gaze and Cybernetic capitalism

Marxism is a method of control through the use of dominant ideologies. It is sometimes described as 'Humankind's history fundamentally is a struggle between social classes.' A central feature of Marxist theory is the 'materialist' stance that social being determines consciousness. According to this stance, ideological positions are a function of class positions, and the dominant ideology in society is the ideology of its dominant class. This is in contrast to the 'idealist' stance that grants priority to consciousness (as in Hegelian philosophy).  
Cybernetic Capitalism is a similar theory argues that technology, particularly the internet, manipulates and controls people. This theory hits at the fact that digital media has a great hold over young peoples' lives and culture, and could also shape their identities. This has influenced my production to include various forms of media within the film.


Our product t does directly relate to this theory our music video and brand is based around the idea of a star and our 'boy meets girl' style of music video follows the conventions of the R&B and soul genre and does conform to the dominant media ideologies that beautiful women should be sought after and desired which relates to the male gaze theory that suggests mass media images such as those in music videos are filmed from and for the male perspective and as such show women often in a provocative manor and although there will be no provocative content in the video it could be argued we are objectifying females, alternately this could also be said for the male protagonist who could be seen as being objectified through the female gaze and I would agree with this point as this is often the case for male music stars as it adds to their appeal. Whether this has a positive or negative impact on youth our video is based around this ideology because we are trying to create a start image within the pop R&B genres. 


By Alex Jones 

Target Audience

The CloudKickers target audience is going to be young adults to teenagers as our research identifies that skateboarders and rollerbladers are mainly within those categorizes. We believe that the type of music we chose would appeal to the young adults as it has that funky beat which compliments skateboarding and rollerblading.


Even though there are older people that skateboard and rollerblade, we thought that the young age groups do it more than the older ones as we see more young skateboarders/rollerbladers than old ones. Although skateboarding/rollerblading is a sport, it is also a way to set free, as u feel the sensation of the wind brush past ur face when you go down a steep hill, it gives people freedom and allows them to forget about their problems and issues.


As a group we have been to many different skateparks and through experience (as we have some skateboarders/rollerbladers in our group) we have seen that the atmosphere is lively, full of energy and is full of many young people, thus we decided that our target audience is best to be young adults - teenagers as skateboarding and rollerblading is more popular within those age groups.


We have also noticed that skateboarder/rollerbladers have different social groups/subcultures, as one social group of skaters/rollerbladers may listen to heavy rock music whilst another social group may listen to jazz/funk music. So therefore, our music video would appeal to a certain social group/subculture.









- By Kayan

London Southbank Location Images

London south bank pictures

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By Michael Oddoye