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Two Markets and Me

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Page 1: Concluding pitch

Two Markets and Me

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Historical Research

History Of Farmers Market

Farmers markets originated many years ago. One of the oldest markets dates back 5000 years ago in Egypt when farmers would bring their fresh produce to be sold along the Nile. Farmers markets also dated back to 10,000 years in turkey and the Middle East. Due to evidence, the local people would collect grasses and reeds and sow the seeds until they began to assemble a proper farm on the land. This activity was done to initially done to provide them with food, however the demand for farming grew and the farmers market was formed. Currency existed back in those days and this enabled people to sell their produce at the ending of each harvests and the farmers who were selling their produce would meet in the town square to sell.

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The Genesis Of My Idea. My idea started when I went market shopping with my mother and was reminded of how authentic and culturally diverse the market is. I wanted to explore life in the market when I realized my personal butcher is able to speak four various languages. This includes speaking my homeland language Yoruba deriving from Nigeria. This would not take place in a high street store as high street employees are trained to obtain professional conduct at work and towards there customers. This is what led me to appreciate what makes the farmers market unique and distinctive compared to the high street. Documenting this topic would allow my audience to know the unique selling points that distinguish a farmers market from any other retailer.

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What Adjustments Did You Decided To Make As You Went Along ?

What was the problem before?- My original idea was to focus on Brixton market. The problem with this idea is that

it is very broad and basic. Focusing on one market would bring limitations as to what I am able to explore and my audience on being familiar with one setting. My audience would not be as engaged with the idea of just Brixton market being explored as they may find it difficult to decipher what my concluding point may be.

What did you decide to do after ?- Due to feedback from my peers and teachers I decided to make this documentary

a comparison documentary between Balham market and Brixton market. This is because Balham market is not as diverse in culture and is a market for the elite. Comparing the two will allow my audience to see that markets differ from each other. My audience is widen due to Balham being a less diverse market.

What am I now focusing on within this idea ?- I am now focusing on comparing Brixton market to Balham market and how they

differ from each other. The focal point of this documentary is to ensure I explore how different market operations are and why it is so unique.

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The intended target audience for this documentary is people of both genders from the ages of 16+ .The secondary target audience for this documentary will be people of both genders from the ages of 25 onwards. I firmly believe people of the ages 16 onwards are familiar with a farmers market as some grew up shopping there. Market life would appeal to my audience because I will be exploring daily operations within a market.

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Aims

The aim of my documentary is to highlight Multiculturalism in the communal area of Brixton through Brixton's farmers market in comparison with Balham.

The aim of my documentary is to inform and entertain my audience about farmers market. This would be achieved through voiceover narration.

The aim is to showcase how distinctive and inimitable a farmers market is to my audience and to list reasons as to why they should be attended.

The aim of my documentary is to allow my audience to know that a communal area can have an impact on the local market.

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StructureIntroduction to documentary with a title page with the name of my documentary.

The topic of Brixton market being expanded on through footage of stall owners and customers.

Title page with the word “Multiculturalism” and the meaning .

Comparison between Brixton and Balham market

Interview with my mother on her own market experiences in both Nigeria and England.

Cutaways of Brixton and Brixton market.

Introduction to Balham and Balham market

Concluding points on why farmers markets are distinctive.

Vox pops on peoples views on markets and supermarkets and which is preferred.

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My final idea is life in the market. I have decided to choose this as my final idea because market life is an aspect that is rarely explored within the media. Showcasing Multiculturalism and various market stalls is a way for various audience members to identify themselves with what and who they see when they watch my documentary.

My documentary is the perfect way to see how customer relationships are built over the quality and consistency of a product. My personal butcher named Razar influenced my choice. My personal butcher as well as his other workers have developed a strong relationship with there customers through there persona. The market has become a place of ethical acceptance.

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Location Reason

Brixton / Brixton Market I will be filming in the area of Brixton and Brixton market as I will exploring Brixton market in comparison with Balham. Brixton as a communal area is diverse and multicultural with mainly residents of African and Caribbean descent. I have chosen Brixton market is my primary location due to the fact that I have grown up attending the market from a young age. Brixton is well known for its vibrant, multicultural communities, bustling markets and the creative energies of its residents and businesses.

Balham / Balham Market In order to convey how cultural and diverse Brixton market is, I will be comparing it to Balham market. Balham's market appeals to an elite, niche audience with limited stock and is less ethnically diverse. The market is much smaller than Brixton's and the communal area of Balham does not uphold much Multiculturalism and vibrancy as opposed to Brixton. Overall this will be my secondary location.

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What does a market mean to you? “The market is an important place to me. It is a unique place to me that represents culture. The qualities of products that are sold at the market are not found anywhere else because they are fresh and organic.”

Primary Research.

How has each form of Primary research changed your idea ?

Results from Questionnaire.

Interview with my Mother

Focus Group

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Secondary Research

Article Research.

Content Research- History Content Research- Professional Companies.

Existing output - Similar documentary to market life

How has each form of Secondary research changed your idea ?

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Commercial Viability/ Budget Costs

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Funding my documentary.I will be using kick-starter to fund my documentary. “Kick-starter helps artists, musicians, filmmakers, designers, and other creators find the resources and support they need to make their ideas a reality. To date, tens of thousands of creative projects — big and small — have come to life with the support of the Kick-starter community. Kick-starter is an enormous global community built around creativity and creative projects. Over 10 million people, from every continent on earth, have backed a Kick-starter project.”https://www.kickstarter.com/about?ref=nav

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Channel and Distribution

My documentary will advertised through pre-roll advertisements on YouTube.Why is this ?

My documentary will be aired on BBC Three. Why is this ?

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ETHICAL issue to consider

How this may effect my work? What I can do about this?

Handling sensitive information

Handling sensitive information is important because I will need to take peoples feelings and opinions into consideration. I will have to avoid asking personal questions or questions that are most likely to offend my interviewees. I will only be interviewing two people, however I may decide to interview more people. The topic may be very sensitive meaning my interviewees may not feel comfortable.

The best way for me to handle sensitive information is for me to tell my interviewees what questions I will be asking them prior to filming. This will enable them to prepare there answers and also inform if they feel that the questions are sensitive. If this happens I will be able to rectify this issue by changing the questions to suit them best. Doing this ensures that I have a very good interview as my interviewee is relaxed the NUJ code of conduct code 2 states strives to ensure that information disseminated is honestly conveyed, accurate and fair. In order tot abide by this I am going to make sure the opinions I will be seeking from my interviewees are there opinions and no one else's and also opinions that do not hold any offence. The NUJ code of conduct, code 9 states “Produces no material likely to lead to hatred or discrimination on the grounds of a person’s age, gender, race, colour, creed, legal status, disability, marital status, or sexual orientation.” My topic will be about Multiculturalism in famers markets. In order to abide by this code I also must ensure peoples opinions about other peoples cultures are not rude or disrespectful.

Balance and Bias My work may be affected by Balance and bias. I only want the viewers perspective to be moved by the people in my interview. Including my own opinions and ideas may change the viewers opinion of farmers market meaning my documentary could be classified as bias.

I will be interviewing my mother about her farmers market experiences in Nigeria and in London. However her interview may be deemed as bias. In order to avoid this there needs to be some aspect of balance. My mother is also a regular customer at supermarkets both in Nigeria and London. I will ask her to differentiate her experiences in both types of markets in both countries. In the NUJ code of conduct, code 4 states “differentiates between fact and opinion.” in order to abide by this I will ensure when asking an opinion from my interviewees I start the question with “in your opinion”. I will also be giving facts and statistics on farmers market through my narrative voiceovers. There will be a difference as facts will be presented as a voiceover format and opinions will be from the people partaking in my interview.

Representation of subject

Representation of subject Is important. Many people will be viewing my documentary and it is important that the way my topic is depicted is not in a negative light. There have been many documentaries over the years that have focused on the negative aspects of a topic and audience members have had there perspectives changed due to the depiction of the topic. Not illustrating my topic in a positive light could have a bad impact on my documentary overall.

I will avoid leading interviews with negative opinions as my aim to entertain and to inform. I have to take my camera skills into consideration. This is because a certain n camera angle could make scenes of my documentary visually appealing which audience members may subconsciously agree with. I need to ensure I speak positively regarding famers markets to my audience and depict every footage I capture with the appropriate media techniques suited best to it such as lighting, graphics and subtitles if needed.

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LEGAL issue to consider How this may effect my work What I can do about this?

Copyright of contentmusic and videos/archive footage

I would need to pay royalty fees for my use of found footage or music under-copyright. This will effect the choice of music that is available to me as I may not be able to use music that would appeal to my target audience.

For music I will need to get music from a copyright free source. Could create my own original music to use in my work. I could contact the relevant copyright holder to see if I can seek permission as a student film maker. The other way I could avoid copyright infringement would be if I do not upload my finished work to any pubic sources such as YouTube or Vimeo but this may impact on my distribution.

Location release/Recees

The essence of location recees is to ensure I get consent to film in places that are not public property. Even though my documentary will be filmed in public locations I will need to contact Brixtons market council to gain permission. I will not only be generally filming Brixton market I will also be filming market stall owners. This means requesting permission to film inside there stall set up or shops. I will need to request permission from stall owners as well as Brixton market council. I will also need to repeat this routine for Balham's market by requesting permission from Balham's local council. If I took the decision to film without permission then I could possibly be sued due to copyright.

in order to ensure I do not get sued due to lack of permission I must get permission from both communal areas local council. To avoid disappointment and inconvenience I will do this months prior to filming so that this aspect of preparing for my documentary does not affect the process. On my recees plan I will map a plan of health and safety implications for the locations I will be filming in. Markets tend to be crowded with pieces of equipment laying around. I will need to list out hazards within my settings.

Talent release/Personal release

A talent release is a document which gives permission for the video producers to photograph the talent and/or to use audio of that person’s voice. Filming peoples face who I have not gained permission from could result in being sued. Filming a person in my documentary for an interview may result to indecisiveness. For example I may film my mothers interview and she may look at the footage and not like the angle it has been captured in. This means I may have to reschedule and exclude it out of my documentary. Constantly shooting footage is a disadvantage as she may subconsciously extract the vital information that should be included due to forgetfulness.

For example I will be filming Razar or another market stall owner regarding there job role. I will need to ask them to sign a talent release form in order for me to distribute the video. In the NUJ code of conduct , code 11 states “A journalist shall normally seek the consent of an appropriate adult when interviewing or photographing a child for a story about her/his welfare.” If I make changes to my documentary and decide to film a teenager who is under the age of 18 I will need to ensure that a personal release form is filled out which needs to be authorised by a parent or legal guardian. This will be them consenting for there facial presence in my documentary as well as the upload and distribute of my documentary.

Privacy Privacy means that I am unable to film people in there private life. If I make further changes in my documentary and decide to want to film in another persons home I wouldn’t be able to.

To prevent any inconvenience when it comes privacy I must ensure I allow all interviewees are aware of being filmed for every piece of footage for my documentary. In the NUJ code of conduct, code 6 states “ Does nothing to intrude into anybody's private life, grief or distress unless justified by overriding consideration of the public interest”. The human rights act 1998 article 8 (1) provides that “everyone has the right to respect for his private and family life, his home and his correspondence.” Abiding by these codes and acts ensures that I respects peoples personal space. I will be filming in my house due to interviewing my mother and potentially sisters. My mother is the sole owner of my house. I need to gain permission to film inside the house and to film her to ensure I am not invading her privacy in the comfort of her own home .

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Filling In The Gap/ Treatment.

This is a screenshot of part of my detailed treatment that I have completed. To read the complete version visit my Wix page.

This is a screenshot of part of my detailed essay on why my documentary fills a gap in the market. To read the complete version visit my Wix page.

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For any additional information visit my Wix page.