Evaluation- Question 4

How did you use media technologies in the construction and research, planning and evaluation stages?

Apple Macs were the most important technological device for my A2 Media Studies. Initially I had only used Windows computers, and so I had to learn the procedures of Macs. After AS I had learnt all of the basics, but I was still learning. Now, I have learnt everything I need to know for fulfilling my media studies needs. This entailed learning several programmes installed upon the Apple Macs. The Mac Computers are key to everything in media, as they are used in all aspects. They are needed for blogging, editing, social networking, photo manipulation, designing, and planning.

Windows Movie Maker is the software I used for editing my music video. Initially I started with Final Cut Express, but I was forced to change software because of technological difficulties. I had numerous problems when using Final Cut Express. Problems such as: the software crashing, files becoming corrupted, files being deleted, and extremely slow rendering. Therefore, I changed to the more simplistic Windows Movie Maker. Although Movie Maker has less effects, and editing options, it was sufficient for my music video. The software contained all of the effects that I required, such as: fades, speed alter, brighten, and saturate. Because of the technical difficulties with Final Cut, I did spend any time during the preparation phase familiarising myself with Windows Movie Maker. This meant I had to learn whilst editing. Luckily I had spent time using Final Cut Express during the planning phase, practicing, and creating a preliminary task. Final Cut Express shares many similarities with Movie Maker, which meant I could apply my skills learnt during the planning phase when using Movie Maker.

Blogging a free, simple way of having your own internet page. Blogging allows people to have an independent webpage to post any information they want. A blog is a place where anyone can view what you have to say, so it is used as a way of communication. A film maker can write a blog to keep fans posted on the progress. This can be a way of maintaining fans through the long process of film making, so they do not forget about the film. Although filming a music video is much shorter, the same premise can still be used, to 'tease' fans of an upcoming song.

Blogger is the website I use for blogging, storing all of my research, planning, and evaluation. I considered using Wix, even spending some time with the blogging tool. But I decided to stick with Blogger, as I prefer it. I continued to use Blogger because it has a simple, conventional blogging layout which I am fond of; the Wix layout appears more like a website than a blog. In addition Blogger has everything I need, whilst Wix has many unnecessary features.

I have used Blogger as a database for all of my posts, videos, presentations, and analysis. It is an easy to use software which enables me to work on posts from anywhere. A post I am currently working on in school, can be accessed when I return home, or even from my mobile phone using 3G.

I used Pixelmator for digital photo manipulation, when creating my digipak and digipak advert. Pixelmator is a program with a vast array of features to alter images, and add titles. This is why the program was very useful for creating my two ancillary tasks. The program is of professional quality, being almost equivalent to Photoshop. Before creating these ancillary tasks I had very little experience within the program, which meant I almost had to learn it from scratch. This did slow the process down quite a bit, but in the end it was worth it for the many filters Pixelmator has to offer.

Removing background was a key feature with the software, which I used to remove the white wall behind the protagonist, so that I could use a different background. The layering of different pictures was the next useful tool, which let me bring the text and photo in front of the background.

One effect I used upon the image of the protagonist was a paint effect, which made the photo look painted. This was a stylistic feature I used to signify that this characters history has already been decided. The paint is meant to connote this, as it suggests this has happened already - 'the writing is on the wall' as the title of the song states. This relates to the idea that fate has already been decided, it is out of your hands. The theme is the premise of the music video, stating that luck is out of our hands, we have no control of the results.

During filming of my music video I used a digital camera. I decided to use a standard hand camera, for my shots. The camera was compact, easy to use, and easy to upload to a computer via an extension camera. I decided to use a low quality camera in my filming for effect. Using a low quality camera meant that the footage was quite grainy, which I wanted as it signified the gritty reality of gambling. When a high quality camera is used, the film feels more staged, and set up. However, with grainy footage it feels less staged. The film '28 Days Later' uses a low budget camera for this precise effect, which is where I found inspiration for the idea from.

They can connect to a computer via a USB port, ready to transfer. Transferring data is simple once you learn how to do it, and it lets you select footage you want, and delete the rest. Digital cameras are an effective piece of technology for recording footage, being simple to use. They are small and compact which means they are good for portability when creating a film with a very limited cast. In a high budget production film cameras are used, but they usually have a large crew, with several different camera men. Hence, why a digital camera was suitable for my low budget music video.

Google has been essential to my media project. It allows me to do all the required research for my blog. Whenever I need to learn about a certain theory I use Google. Whenever I need to analyse a music video I use Google, which then takes me to YouTube. It is with the internet that I am able to broaden my learning, and have easy access to any media information I have forgotten.

YouTube is a good place to post videos, especially music videos. Nearly all music videos are posted on YouTube in addition to on music channels. YouTube is the most popular video streaming websites, and is the place to go if someone is looking for a particular music video, rather than waiting on a music channel for the song to play. Posting on YouTube is free, and it reaches a global audience, when a television advert will only be shown on selected channels and countries. The drawback of posting on YouTube is that people may not find the video, or click on it because there are so many other videos on the website. This issue is not a problem for a popular high budget music video, but only for amateur productions.

Scribd is a website I have used for uploading my PowerPoint presentation to my blog. This website also works for various file types, but I only required its use once. I used Scribd for my music video pitch, to upload the PowerPoint. This was the only time I used a powerpoint, as all of my other blog posts were easily transferrable to a standard blog post. Although I only used the website once, Scridb was useful for creating a blog post from a PowerPoint presentation.

Evaluation- Question 3

What have you learned from your audience feedback?

Audience feedback is something that I never thought was useful until A-Level. I now realise how key it is for creating a media product, and how all professional companies carry out extensive audience research. Often when someone new looks at your product they can find flaws that you cannot, or they think of ideas that you do not. This is exactly why I carried out audience research for my music video.

At a few separate points I have received help from my audience feedback. The first time was when I presented my the pitch for my music video to the class. I showed them the PowerPoint and then at the end handed out audience feedback sheets with a number of questions for them to fill out. Using feedback at this stage is important, as no definite plans have been started. The pitch has been made for the exact reason of receiving this feedback. If I had not created the pitch and asked for media feedback after I had captured footage it may be too late to make certain adjustments. Therefore audience feedback during the planning phase was useful.

The feedback I received during the planning process lead me to making changes. Some comments written by several members of my class stated that they think my song choice requires a mature looking man. This went against my original intention, as the actor I had in mind was someone 18 years old. I had not thought about the voice compared to the actors age, and so this was very helpful. The song I originally was going to use was 'You Know my Name' by Chris Cornell. Chris Cornell is a man in his early 50s, and so his voice is very mature sounding. I picked this song purely because of the lyrics, and forgot to consider the lip-syncing aspect of my music video. My solution in the end for this issue was to change song. The song I chose was 'Writing's on the Wall' by Sam Smith, which was a much better choice. Sam Smith's song contained almost all of the same themes, i.e gambling, as Cornell's and the singers voice suited a younger actor.

A positive response from the pitch feedback was about the idea. Most of the feedback contained responses which praised the creative idea. They said the idea was thoughtful as it was unique, and different to most music videos. In addition, the idea was to create a video about gambling, even though the original lyrics were intended for the opening James Bond theme. This meant that ideas would not be drawn from the original video, keeping my video original.

The next important comment I was from my audience feedback during the production process of my music video. I showed my music video draft to a number of people, who I then asked an opinion from. The most important comment I received was that the lip-syncing was slightly off in one part of the video. Once I found out about this issue I fixed it immediately.

From using audience feedback at several points for my music video, I have realised just how important it is. I did not think I would not spot small problems in my music video, but I actually had made a few errors throughout the process. If it were not for my audience feedback I would have probably found these issues once I published my video, where it may have been too late to make changes. I only received audience feedback at three points during my music video creation. However, next time I create a media product I would increase the amount as I know value the importance of audience feedback. My changed opinion now is that you can never have too much feedback. Since obtaining feedback is easy, there is no need not to have an abundance. Creating feedback forms is easy, and asking an opinion is even easier.

Evaluation- Question 2

How effective is the combination of your main product and ancillary texts?

Throughout my three products- my music video, digipak, and digipak advert, I used a consistent house theme. I created a 'brand identity' throughout my work. By having this consistent style a product can better be remembered, for its theme. I did this by using similar imagery, colours, and style. I decided to use a black and white filter in my digipak and digipak advert. The photograph I used in both products was from the music video, which was the protagonist in a grey suit, with a white background. Therefore, the filter did not alter the photo much, but just removed the very slight yellowish tint, and changed the protagonist's skin to grey.

For consistency I used this filter with everything on both the digipak, and digipak advert. I used black and white to signify both sophistication, and anxiety. These two themes are juxtaposed against each other to create a slightly odd connotation. The sophistication is signified to suggest gambling is classy. In addition, this signification could be to suggest that the product is classy, and of a high standard, to better market the digipak. However, the black and white also connotes that under the surface gambling is risky, and dangerous. These two connotations can be seen both ways, which is good as I want an audience to have their own interpretation. I used black and white for its connotations, but also for the aesthetic value. The digipak, and digipak advert appear as slick, and professional with this filter. The target audience for my music video is for someone of 18 years and older men, hence why this filter suits the need of my audience. If I was aiming for women, or a younger audience I would think about more colourful products.

Other ways I kept the consistency within my three products included the outfit worn by the protagonist, and the font choice. The digipak, and digipak advert both have white bold, simple font. This has been used as it appears clearly over the grey background, and fits in with the black and white theme. A simple font connotes a serious theme, and appeals to the older audience I am aiming at. The font is not stylised, just like the music video I created. Whereas, gambling is usually glamorised, I am signifying a more realistic, gritty approach. Hence, why a simple font connotes that reality is being shown. This is often seen in many forms of media when depicting something intended to appear as reality. For example, newspapers, and documentaries use non stylised fonts.

In both the digipak, and digipak advert I have used the same background. This background is grey with patterning of poker symbols, such as diamonds, and hearts. The background clearly denotes the theme of gambling to the audience, something they may not realise without the symbolism. The same is not true for the music video, which does not need to symbolise the theme. Instead watching the music video is overtly clear that the narrative of the video is centred around the protagonist gambling, with the use of props. Consistency is kept in this instance by having some form of symbolism in each product of gambling.

One of my strengths when comparing my main product and ancillary texts is the consistent 'brand identity' represented. When observing the three tasks it is clear that they are all related to the same singer, and song. Another strength, is the simplicity of the products. I decided to create the products with a lack of effects. Something not usually seen within music videos. I mostly did not stylise within the products, as to signify the grittiness of gambling. The black and white filter also signifies this to the audience.

With the music video I was very pleased with how the props turned out, as to create a poker scene. I think the poker table really set the scene, looking just like a real poker scene. The actual table was done well, however the chairs were not ideal. I used chairs from school, as I filmed the scene within our drama studio, which meant I was limited with my chair choice. This is one thing I did not think about when planning my music video. These chairs were mostly standard school chairs, which look a little out of place.

My favourite scene in my music video is one where the camera is stood upon the table behind an ashtray, looking at the protagonist. Within the ashtray is a smoking cigarette (actually a fake paper cigarette), which is in the foreground. I was pleased with both the angle, and the smoke which looked good with a slow motion effect. The angle I used is very low on the corner of the table, which creates the effect that the audience is actually in the action. In most videos wide shots are used, it is rare to see the camera so close to the middle of a scene. However, I was experimenting with different techniques, and wanted to signify a more gritty, realistic scene.

On the contrary, there are some improvements I would make if I were to create the music video, digipak, and digipak advert again. My main criticism are targeted at my music video. One weakness of my music video I think is the amount of slow motion I used. In my initial plans I was using a different song, which meant my plan was not intended for the song I eventually decided to use 'Writing's on the Wall'. I captured all of the intended shots around the gambling shots, but I realised I had too few shots when I came to editing. This was because my new song was longer. I had too few shots, which lead me to either adding more lip-syncing shots, or slowing some of my clips down. I intended to use slow motion within my music video originally, but not as much as I used in the end. Although the slowness of the clips fits with the slow pacing of the song, I feel that the videos pacing is too slow. If I were to do my music video again I would capture a vaster variety of shot types.

Another weakness of my music video is the age of my actors. I had planned for the protagonist to be 18 years old, but I originally envisaged the people around the gambling table as older than him. This would have connoted the binary opposites of age - young versus old. In addition, an older audience would create a more believable scene, and suggest more of a risk for the lead singer. However, due to casting issues I was unable to use older actors, which lead me to using all actors of the same age 18.

In addition, another weakness of my music video is the location. The drama studio was sufficient for my video, but I would have preferred a better location. I set the majority of my shots within the drama studio, because of the large empty space. The walls were lined with black curtains, which I think would have been better as a run-down looking brick wall. The ideal location would be a dark derelict looking basement, to really set the scene of underground gambling. However, the drama studio was the best location I could find.

Evaluation - Question 1

In what ways does your media product use, develop or challenge forms and conventions of real media products?

I have fulfilled an in depth research of music videos throughout this blog as a lead up to creating my own video. I learnt the key conventions of different genres, and the style in which music videos use. The internet was a major resource for my research, with YouTube being a very useful website. YouTube is a very important website as it allowed me to watch many different music videos, broadening my knowledge, and inspiring me.

The difference between abstract and standard music videos is another feature of music videos I learnt. This lead me to deciding between the two music video styles. In the end I decided to combine to two styles, by creating a non-linear narrative, mixed with a variety of abstract shots. The narrative in my music video was focused upon the protagonist gambling, with various shots showing him around the gambling table. Some of the abstract shots I used included: the burning of a playing card, a pull focus shot of many dice rolling, a puddle of blood, and poker chips falling in slow motion.

A typical convention of many music videos is to have a narrative, without a chronological order, which I replicated. I found that often, even though these music videos did not have a linear narrative the ending would be the end of the narrative. I liked this convention, which lead me to including this within my video. Throughout my music video the protagonist is denoted gambling, with a number of shots which could have been edited in any order. However, at the end of the music video the protagonist is shown 'going all in' with his poker chips. 

The audience clearly can see that no clip similar to this has been shown previously, such as a shot of the protagonist after the gamble. Therefore, the only conclusion the audience can draw is that this shot must be at the end of the gambling montage. The shot then cuts off just after all the chips have been gambled, leaving the audience on a cliff-hanger. This ends the music video dramatically, leaving the audience with suspense. The whole music video has been about the risks with lyrics such as "If I risk it all? Will you break my fall?", which is why the video is such a suspenseful build up to this scene. This build up is created through the use of both the visuals and the lyrics, without the need for a linear narrative.

Through my research of digipaks I now understand all of the conventions. These conventions include: Title, image of the artist, website, producer credit, copyright information, tracks list, and the artist name. With knowledge of these conventions, I used all of them in my personal digipak. For the most part I created a very conventional digipak. This is because many of the conventions of digipaks are essential to the product. For example, a music video cannot do without a title, copyright information, and the artists name. An image of the artist is sometimes a convention not present in digipaks, but I feel it is needed in order to sell the artist, as well as the song. Usually when the artist is not present there is a reason, either the artist(s) have taken on their own persona (The Gorillas), or the artist does not wish to become famous themselves, but through their music.

One convention some digipaks contain is the songs lyrics, however I did not include this. The reason for this is because my digipak only contains four panes, which meant there was limited space to include the songs lyrics, and additionally I preferred to include an image from the music video on the inside pane. The lyrics are something I feel is unnecessary, because the internet contains all song lyrics which are simple to find. Before the internet having the lyrics would have been a better feature, but this convention is unnecessary in our modern age.

Similarly to my digipak, my digipak advert is also conventional. I followed nearly all of the conventions of advertisements. The reason these conventions exist within marketing is because they work, all of these conglomerates would not bother with the basic conventions if they did not help better sell their product. This is why I had no reason to break conventions. Conventions I followed include: image of the artist, release date, a review, website, name of artist, name of single.

There were however two convention I did not include within my digipak advert which were: an image of the digipak, and a information about where the digipak can be bought. I did not include these conventional features as I did not deem them necessary to market the product. An image of the digipak was unnecessary, because of the 'brand identity' I created. My digipak advert is very similar in design to the digipak, which means the audience would know what to look for without needing the digipak product image. The information about where the digipak can be bought was not included as it is fairly self explanatory. A professional digipak would usually be in almost any shop available, which is why the information would be excessive.

These two conventions were missed out from my digipak advert as they would overcrowd it. If I used every advertising convention in my digipak advert, it would be overloaded with information. Therefore, I only used the most important conventions for my advertisement.

Digipak Full Preview

Digipak Advert

Digipak

Front 

Back

Inside 1

Inside 2

Alvorado's Theory of Ethnicity

Alvorado's theory is to do with the way ethnic minorities are represented in a media product. He believes that these token characters are represented as having one the the four personality traits below:

Humorous

Ethnic minorities are sometimes the comedy relief of certain media products. They may be portrayed in a humorous way because of their differences. Stereotypes are often used for a humorous effect.

Exotic

An exotic character is one who is different to the others. They can sometimes be strange or unusual in an unsettling way, or in a manner which can be appealing. Usually it is assumed that the audience of the product is not of this ethnicity.

Pitied

Sometimes ethnicities are signified as being victims, in order to gain sympathy. This method is usually used by charities, where sad looking children are shown to gain support for the cause.

Dangerous

A negative stereotype of ethnic minorities is that they are dangerous, being a threat towards society. They may be represented as scary, or seen committing some type of crime.

Ethnic minorities are sometimes used as a way of showing slight diversity in media products, but when forms of media use a certain ethnicity for the sake of it they usually feel like hollow characters, or stereotypes. Including several different races in a media product can represent the institution as more diverse, and may appeal to a wider target audience.

An example within music videos would be the connotation that black rappers are dangerous, which is usually connoted purposely by the singer. One rapper who does this is 50 Cent.