I’ve been asked to “critique or analyse a text” for you (twice – look for the next one to be coming up in a few days!) Aside from the woeful vagueness of this instruction, the task seems straightforward. I would have liked to have chosen a movie or a book, because the term “text” in university literally means any vehicle for communicating ideas, but I’ve gone with this YouTube video from BuzzFeedVideo called People Try The Apple Watch For The First Time.
This is a survey of two women going to the Apple event showcasing the imminent Apple Watch range. The video is comprised of three main features: prior to the event the subjects give their impressions of what this product will be like; during the event they are able to try on the watches and comment on the features; and after the event they reflect on the product and their overall experiences. Interspersed throughout are plenty of B-roll shots of the watches, the event guests, the presentation given by the Apple representatives, and so on.
When critiquing a study, there are two main concepts to be considered:
1. Reliability: does the study have the ability to be reproduced with the same results?
2. Validity: does the study measure what it purports to measure?
So, would I call this text reliable? If you were able to wipe these women’s minds and relaunch this event, I’m sure the results would be the same. Or if there was an Apple Timemachine to perform it again. That being said, I don’t think the subjects would respond 100% with the same comments, as the data is completely qualitative and based on their subjective opinions. It’s probable the video is another marketing ploy for Apple, as BuzzFeed has a huge audience and this particular genre of presentation would make the product line more appealing to its viewers. If this was the case, any poor reviews would have been cut from the video; there is obvious editing throughout.
I think the text does not fully achieve its goal. The research question would be something like, “What do people think of the new Apple Watch?” In this case, two women are not a thorough sample. The women are from different ethnic backgrounds but they do not represent a whole sample of the population. However, they are people. Just… not enough people, in my opinion.
Regardless, I found the video to be a quick and entertaining glimpse of a forthcoming piece of technology that I personally think is a joke. The structure was logical with the three parts of before, during and after. The opening clip was a slightly confusing choice, particularly because of the spoken content. It did not seem immediately relevant. My favourite section was one of the subjects reflecting on her previous conceptions about the product and how the experience changed her mind. I liked that we were able to see some of her context prior to the experience.
It was interesting for me to consider a video such as this as a form of research. I probably won’t get the watch though. I’m not made of money!