Creative Media Project

(Esmerelda: The Vengeful Vampire)

Primary Research

Research Checklist

Consumer Research Form

CONSUMER RESEARCH FORM: QUESTIONS

Consumer Research Google Form

primary research questions.pdf

Consumer Research Questions

CONSUMER RESEARCH RESPONSES ANALYSIS

Consumer Research Responses Analysis

Focus Group

I conducted an anonymous online focus group with people from south-asian heritage, as this is my primary target market for Esmerelda's character. The ages of the participants varied from 16-40, which could be considered quite a wide range however fantasy is a genre that is enjoyed widely so I did not feel the need to condense or separate these groups. I asked this group 4 questions that I felt would benefit my knowledge for the final product. These questions were:

Do you feel your identity of south-asian is represented appropriately within wider mainstream media?
Do you feel your identity of south-asian is represented appropriately within fantasy?
What would you want to see from both fantasy and mainstream media [in terms of representation] moving forward?
Lastly, how would you expect to see a brown-skinned vampire represented [mainly in terms of physical features]?

Do you feel your identity of south-asian is represented appropriately within wider mainstream media?

Overall Participant Response: 80% of participants said they do not feel represented at all within mainstream media, with the remaining 20% stating they do not feel appropriately represented within mainstream media.

Participant Quote: "While I see and acknowledge the little amount of my own skin that I see nowadays on TV adverts and in some shows, I don't feel it is enough by any means. Also, the little representation we have in shows and movies isn't really 'representation' at all, it's just small stereotypical roles like a corner shop owner or the kid who is really good at maths or the friend with the thick accent and the slightly 'weird' presented family traditions. We are more than that."

My thoughts/ How this affects my final product: A lot of good discussion came from this question and it shows how starved we are of literally just feeling like we have a place in western culture. I did expect to have the unanimous of not feeling particularly represented in mainstream media, however there were a surprising number who said they did not feel represented at all. This has overall consolidated my views around the lack of overall representation and showed me just how important the work I'm doing is to the community.

Do you feel your identity of south-asian is represented appropriately within fantasy?

Overall Participant Response: 20% of participants said they recall seeing a brown-skinned character in a fantasy but admittedly cannot remember much as they weren't a very memorable side character, 40% of people said they have seen a brown-skinned character in fantasy that was fairly 3-dimensional but was not a main character, 20% of people stated they watch fantasy but cannot being to mind any brown-skinned character in what they have viewed and the remaining 20% stated they do not consume very much/any fantasy media.

Participant Quote: "I have watched the Witcher, which has the character Yennefer of Vengerburg [played by the British-Indian actor Anya Chalotra]. However, I'm not actually sure she's a 'main character' because Geralt, played by a white man, takes up I would say like 60% of the screen time? And it's mainly about his story, so I think she's more of a side plot. Plus, they've turned her into a bit of this forbidden fruit love interest for Geralt so it kinda took away from her strong female character arc. Also, and don't take my word on this cause it's just a theory but the actor seems like she's been white-washed when they were filming. In the first season, I couldn't tell if she was asian or white cause she had certain features but her skin was just so oddly pale, so I looked online for the actor and the actor in pictures looks a lot darker and tanned than she does in the show. I don't know, she might just be pale and tan but it seemed a little off to me and after years if being drip fed representation maybe I've gotten a tad paranoid about it."

My thoughts/ How this affects my final product: This question split the group a little which was very interesting and there were quite a few different views, which I can definitely keep in mind as I go forward to help keep my characters sensitive and realistic. The quoted response gave me a lot of insight into how careful and respectful I should be with my characters because it can affect the audience a lot, which admittedly I have also experienced similar thoughts when watching shows.

What would you want to see from both fantasy and mainstream media [in terms of representation] moving forward?

Overall Participant Response: There were a number of varied responses here but 100% of participants made a suggestion to this. These suggestions varied from asking for the industry to hire more south-asian employees, both behind the scenes and in the spotlight, to asking for south-asian cultures to be more talked about in media to raise awareness and help create more sensitivity.

Participant Quote: "I think the 'industry' are making moves to combat this, but very very slowly, and I understand change comes slowly but at some point it needs to snowball and pick up the pace. I'm hoping that will come soon in the next few years with there be more people like you in your generation who are thinking of these things. I think theres a lot to ask in all honesty because not much has been done, and I could make pages and pages of requests and demands of what media needs to do for us but I think the main thing I can ask as of now is for there to be a place for south-asian creators like you in there media. Because, honestly, I don't think there are many right now and I imagine it's even harder for those creators to get jobs and to make their mark. Most importantly though, I'm sick of being told my story by white people. I'm sick of documentaries where they go to our countries and look at us like some wild animal documentary. I want something authentic and real and heartfelt and I want it from someone who knows, not someone who really just needs to sit and listen and learn."

My thoughts/ How this affects my final product: This question provoked a lot of emotional responses and I'll keep them close to me not only as I continue with this project but also as I move on with my career. I've wanted every piece of work I make over the course of my career to push for representation in whatever small way it can, and the responses to this question have told me the things that I can do in my future to continue to push this, straight from the people who I'm trying to represent.

Lastly, how would you expect to see a brown-skinned vampire represented [mainly in terms of physical features]?

Overall Participant Response: I do not have specific percentages for this question as it was treated more as a discussion with everyone providing multiple opinions and participants debating aspects of this. Initially, many people seemed stumped by the question but once a few people started responding everyone got involved quite quickly. Some people stated that their skin should not be white-washed and some others countered that are vampires not inherently pale though as they are dead and lack circulation. Another joked that I should ask a morgue if I can study how the melanin in skin behaves after death.

Participant Quote: "I think it's a very good question and I think the reason we are finding it so hard to answer is because really, it's not seen very often is it? [Nods of agreement] I mean I know personally when I think of vampire I immediately go to white, pale, European. Ultimately though, I think it's up to the creator. If you are creating a fantasy world, it's your world so some of the laws of the creatures can be adjusted right? [Me: I suppose] So, maybe you could adjust the laws so they have full flush skill, maybe their final moment before dying is preserved and that's how they work I don't know. Even if you don't do that and you stick with the "natural" laws, keep one thing in mind: There is a difference between simply being pale and white-washing. It's a fine line, sure, but a lot of it comes also from intent and since you are making a character and it's an animation and you've gone to the effort to research these things I would say you don't have ill intent. Also, generally there are many of us who are pale and so it's important to include all skin tones through multiple and even background characters."

My thoughts/ How this affects my final product: This helped me considerably with this dilemma and I think I will try to pale her skin slightly to be somewhat anatomically correct but I'll make sure that she's still visibly south-asian also through her characteristics. I will also definitely include multiple skin tones across characters in the novel to make sure everyone is included.

Superblue A.A. Murakami Exhibition

PLANNING THE TRIP

I heard about this exhibition from my friend Tasha Pickering, who stumbled upon it and thought the forest imitating exhibition could be of inspiration to me. I have never been to an exhibition at Superblue previously, but I have heard of A.A. Murakami and loved their work at the 2018 Infinity Blue Exhibition.

After looking at the website and reading the overview I decided that going to this could actually help to expand and develop on my ideas for the nature of Esmerelda's world and how plants behave, which is an aspect I haven't currently given much thought.

The location of the exhibition was accessible to me and was roughly an hour and half journey. The tickets were fairly pricey on the weekend so I wanted to go in during the week. Thursday 28th was the day I decided to go in and due to having an appointment in the morning and wanting to ensure I had enough time to be 15 minutes early as advised, I booked a slot at 4.15pm.

MY EXPERIENCE

My Notes

Photography Guidelines

On Thursday, I began my journey to the exhibition at 2.20pm, calculating being 15 minutes early and allowing 10 minutes for train delays. I got to the exhibition in time for my slot and enjoyed my time there, taking notes on my phone for any pieces of inspiration that the exhibition sparked.

I did not take any photo evidence of this exhibition because I felt unsure about if this respected their photography guidelines of only for personal use, which I have added an image of here.

The exhibition was very immersive and tactile, I loved the interactive elements of the touchable bubbles. There was a very dark colour palette that I felt could fit the outskirts of the King's land very well.

The trees had a very mechanical feel that could work well for plants in the world. I feel like the witches' forest would be less mechanical and industrial so the plants might have a more life-like interactive feel to them. But plants around the King's land could be more industrial and greying, as though they have poisoned the land.

EXHIBITION PHOTOS (not taken by me)

OTHER POINTS OF INTEREST

In my notes, I mentioned I found similarities in the exhibition that reminded me of the fog in Macbeth and the candy trees in Charlie and the Chocolate Factory. These could also be areas to research into at a later date as looking into other presentations of witches could influence mine. Also, the candy trees has reminded me to consider the edibility of plants in their world.

FINAL OUTCOMES

The trip was definitely useful to me and has helped me to consider more the use of plants and nature in the story and world. I really liked the atmosphere and colour palette of the exhibition and so will definitely incorporate this into the atmosphere of the desolate outskirts of the King's land. I have also thought of further points of research from going to this exhibition so it has been a useful endeavour in the progression and development of my concept.

Architecture Research/Location Scout

CHURCHES: CHICHESTER CATHEDRAL