From focus groups to editing groups: a new method of reception analysis

Abstract

This paper reflects on focus groups as a research method by way of framing the exposition of a new method: the editing group. Viewer groups were assembled and the project briefly explained to them. The basic principle of the editing groups is that viewers are given the opportunity actively to demonstrate their reactions to subject material by re-editing transmitted reports into a preferred reading. Individual questionnaires were given to the respondents intended to control for possible strong individual influence in the course of the group exercise. It includes a general discussion of the Gulf War television. In the results 11 different versions were produced from the sample of 44 adults and 8 adolescents. Respondents worked at a very detailed level editing material more finely than in the transmitted versions. In the discussion stage of the work viewers expressed a preference for an ideal impartial neutral account. Overall it was found that the editing method has enormous potential with effectiveness depending on the material chosen for editing. In this respect it is concluded that editing groups are not a methodological solution looking for a research problem but a real tool capable of producing significant results in any situation where tangible viewer contact with the text can unlock new insights into the dynamic of how audiovisual texts are read.