One Direction - History: Case Study CSP

Industry

1)

One Direction were formed in a way that was constructed by X-Factor and it could be argued that the way they have presented themselves and their relationship with one another is rather fake. This is reflected in the music video for History as right in the opening scene they are seen on the show together hugging each other despite the fact that they didn't even know each other at this point.

2)

Vertical integration is when a company owns or controls each stage of production to reduce cost and improve efficiencies.

3)

Horizontal integration is the process of company increasing production of goods or services at the same part of supply chain.

4)

Technological convergence has completely changed the way that audiences consume music videos. In previous times music videos would have been accessed on televisions but with the introduction of technical convergence on mobile phones even the showing of music videos on TV at all has declined only making mobile phones more and more vital for entertainment purposes. 

5)

As a manufactured band what they sing and wear can all be decided by their record company Syco Records which just emphasises the fact that they aren't really showing who they are. This is also indicated by the fact that even the music that they sing, when they release their music, the way they represent themselves and their relationships are all controlled by their record company.

Audience
1)
The main One Direction audience appears to mostly consist of teenage girls although as the band have grown their loyal fans have also grown up with them in a sense and so their audience can range from 11-20. Following demographics it is likely that socially their audience is more middle class and female.

2)
In the music video for History there are quite a few audience pleasures such as: Personal Identity since there are quite a few close up shots of crying fans from concert footage in which other fans will be able to relate to; Personal Relationship as in the old footage of One Direction they looked much younger than how they look in the actual music video and so fans will almost feel like they've watched them grow and are reminiscing on past memories; Diversion through the funny scenes in the music video also adding a bit of nostalgia.

3)
I believe that the very opening shot where One Direction are first put together on X Factor would appeal to fans, especially the ones that witnessed this live. This is down to the fact that it will really make them feel as they saw through the bands evolution if you will. Additionally, I think the close up of the fans crying at concerts would appeal to fans as they can see themselves in those people and strongly relate to the emotions felt by the fans in the footage. Finally, the shots from behind the scenes would also appeal to fans as they can feel a sense of nostalgia from maybe watching these scenes before and rejoicing at the relationship that the boys had (whether it was falsely constructed or not). This can also act as a diversion to whatever may be going on for fans in their day to day lives emphasising the relationship between the fans and the band itself.

4)
Nostalgia is looking back on positive memories from the past happily which is a key audience pleasure from the History music video as a majority of the video uses clips from their past. This is able to remind audiences of what they've been through and how far they've come.

5)
I think that the expected response of fans by producers is that they can be happy about the time they've experienced and enjoy with the band but now they're getting on with their lives, almost as if they're not as young as they used to be. Additionally, I think that they tried to represent that 1D are also grateful for the time that they've shared but now it's time for them and their fans to move on.