MEDIA EVALUATION QUESTIONS 1 & 4
In what way does your media product use, develop or challenge forms and conventions of real media products?
When carrying out the research process prior to the construction of my music video, it was key for me to carry out some key conceptual analysis, particularly that of codes and conventions and micro analysis. From this I learnt a lot about various conventions that were typical to music videos. For example, they consisted of a lot of close up shots of the actor and key props featured within the video. I also carried out research into the conventions of the pop rock music genre and the videos produced for this genre of music. I found that they do follow some generic conventions such as particular camera positions; however,
some more distinctive conventions might be darker lighting and more frantic camera movem e n t s . When researching theorists for the exam segment, Andrew Goodwin’s music video was very applicable to my genre and style of mu-
first lyric “I miss the taste of the sweeter life” is stuck to the inside of a terry’s chocolate orange box and the word ‘sweeter’ connotes the sweetness of chocolate. Another aspect of Andrew Goodwin’s theory that features is that of the three narratives in which I believe two apply to my music video – illustrative and amplifying. An illustrative narrative is where the music video has used certain images and camera shots to illustrate the meansic video as I feel that there is ing of lyrics to their song and a clear relationship between the lyrics of the song and the visuals on the screen. Goodwin argues that a successful music video should allow the viewer to visually see the lyrics heard. A way in which I have used this c o n v e n t i o n genre. Ways in which I behighlighted is lieve this is evident is when the through the actor in shot acts out directly use of the lyr- what the lyrics state – for exic cards which ample “I’m changing all of directly link to the stations” and the actor the words of physically changes the stathe song. For tion on the car stereo. Howexample, the ever, an amplifying narra-
tive is where the images and camera shots are manipulated and shown repeatedly throughout the music video. For example, there are a lot of close up shots showing the pictures scattered over the ground as well as the scene where the actor rips up multiple photos. Another theory that I believe should be used to create s o m e thing successful is the Uses and Gratifications theory. It is important that the audience is able to form a personal relationship with the media product and gain whatever they need through watching
this. For example, I believe most people will use the music video as well as others for entertainment, identity, escapism and to be able to gain ways of interacting with others who share similar ideas, likes and values. Overall, I believe that this will be achievable through the varying shots and the ability to apply the lyrics to the visuals on the screen. When looking into other Maroon 5 music videos, I found that the majority of them are heavily narrative based. For example
“Sugar” features Adam Levine and the other members of Maroon 5 turning up randomly and singing at people’s weddings. I believe that I used this convention of
“I feel that there is a clear relationship between the lyrics of the song and the visuals on the screen”
their videos and developed on this, as I too have created something heavily narrative based. However, I have challenged this convention also as many of their videos are quite large productions which are quite dark – with the exception of a couple – and they seem to cost quite a lot of money. Obviously there is a near on non-existent budget for my music video, however I feel with the equipment and
ucts. I believe that overall, I have used and developed the typical conventions of both of these products. Firstly, there is a house style of maroon, black and white that is consistently seen on both tasks. Additionally, in terms of the magazine advert that is used to promote the Digipak, I kept the design quite clean and simple as it is important that the audience are able
“I believe most people will use the music video as well as others for entertainment, identity, escapism and to be able to gain ways of interacting with others who share similar ideas, likes and values” props that I had, the narrative of the video worked out quite nicely. Additionally, there is typically some lip synching in their videos, however, this is not something that I chose to do as the actress was not comfortable doing so. In terms of the Digipak and Magazine Advert, it was important that the two were consistent and were obviously linked with one and other. This would be a typical convention of advertisement and promotion for music artists and their work as consistency is important otherwise the audience would not be able to recognise the prod-
to understand what is being promoted, this would not be possible if an illegible typography is chosen with too much colour as it would detract from its main purpose. In terms of the Digipak, there were many typical conventions that were followed. Firstly, it is important that the audience know what songs are featured on the CD, therefore it was key that I included a track listing on the back page of the Digipak. However, I challenged the typical format of just listing the track names, and instead wrapped the text around a capital V to link to the name of the album. Furthermore,
on the front cover, it is important that there is either the name of the album or the artist on their in some way so they audience are aware of what they are buying. I did this by having ‘Maroon 5’ centred towards the top of the page with the actor holding her hand out flat with 5 fingers showing linking to the roman numeral V which means 5, connoting the fact that this is the fifth album being released by Maroon 5. Another thing that I adhered to and used the conventions of is the credits and thank you message inside the cover of the Digipak, alongside the record labels and copyright information. This is typical as it allows the artist to connect with its audience as they are able to thank them on a more personal level. Overall, I believe that all three of my products in some way, use develop and challenge forms and conventions of typical real world products. It could be argued that doing this is extremely important as not only do you know that typical formats and ideas are successful with particular products, but you can add your own touch to your own product, making it original and letting it stand out against other possible products that have been created.
How did you use media technologies in the construction and research, planning and evaluation stages? Technology played a massive role in terms of the construction, research, planning and evaluation stages for my coursework. Technology has allowed me to make sure that my work is of a high standard which is aesthetically pleasing, but also acquires the conventions needed for the audience that I am targeting. The most im-
portant piece of technology that I used in this process was the internet and was frequently used from the beginning to the end. At the start of the process, I had to create a blog in which I would display all of my work. I have done this process before when completing my coursework at GCSE and AS Level; therefore I did not have to spend too much time looking into how to use the site which gave me more time to carry out the research tasks. Overall, this is where I uploaded all of my work for the planning, construction, research feedback areas of my coursework, but also where I logged my process.
ample, the rushes log was a part of my planning therefore this was the label I gave it. This enabled me to have subheadings, which overall, made it easier for me to navigate through the posts that I had uploaded to the site. Google and the internet played a massive role in the research aspect of my coursework. The search engine allowed me to find masses of information which Blogger was a very useful enabled me to produce detool as it did allow me to up- tailed posts. For example, load my work when it was many of the posts consisted in various formats such as of me looking at other mumoving image and print. For example, when carrying out research, the majority of the tasks were on PowerPoint. I would upload the PowerPoint presentation to slide share and then I would be sic videos and the directors able to embed this onto my and podiums in which they blog by clicking on the HTML can be presented on, ustab. With it being the hub for ing sites like Wikipedia and YouTube – which all of my work, it did I found through allow me to go back Google – allowed to previous posts me to find out all that I had made the necessary inand make any adformation that I justments and make needed for those sure they adhered to posts. Another use the brand guidelines for YouTube was that I had set out me being able for my product as to gain access to it was extremely important for me to ensure that there tutorials and explanations was consistency throughout. on how to use various parts One aspect of the website of the software needed for that made this extreme- the editing of my work. This ly easy for me to do so was made the process much the labelling of posts, for ex- easier due to there being
a step by step process to who I felt would be the au- don Media school website, follow alongside the expla- dience I would target for this alongside those that I found nation given by teachers. music video. Gaining feed- on YouTube to experiment back from my peers and with the different tools that The internet as a technology “Blogger is where I uploaded all of my work also played a massive part in audience research and for the planning, construction, research feedfeedback through various back areas of my coursework, but also where surveys and social mediums. I logged my process� For example, when gaining access to feedback from friends was extremely useful were available to me. When my target audience, Survey as this did allow me to make collecting ideas on how to Monkey was a website that any adjustments to the foot- film my music video, I had I used to produce a age, further- decided that I wanted to questionnaire to go ing the alter- use a variety of close up alongside my music ations that I and mid shots with a shalvideo and subsidimade through low focus, as the props feaary tasks which enfeedback I turing in the video played a abled me to gain gained from feedback from my the questiontarget audience. naire on SurFrom this I was able vey Monkey. to make any alterations to my work as When filming I wanted to make the footage I sure that it fit the needed for my genre that the video music video was being made for. and taking the Also, social mediimages that um websites such as I needed for Facebook and Twitthe subsidiary ter were also a mastasks, I used a key role in the narrative. This sive help in terms Canon 550D meant that it was important of the audience as DSLR camera. that I had the camera set up they helped me gained ac- Prior to this, I had used these properly in order for me to cess to people and friends cameras when completing achieve the look that I wantmy coursework at ed. In order to allow me to GCSE and AS Lev- get this shallow focus, I needel, however, I had ed to use a wide aperture the camera set- lense that would be set at tings on automatic, approximately 1.8, allowing whereas this year me to have a blurred backI used the manual ground whilst allowing more settings to ensure light in, which in relation to that the footage the ISO settings was benefithat I filmed was of cial as due to this being set the highest quali- low to approximately 100, ty. As the manual less light would be allowed settings were not in to ensure that the picture something I was was not grainy, therefore, by familiar with, I used having the lower aperture, I the tutorials that was able to get the perfect were on the Hay- shot. In addition to this, I also
3 lights to brighten the shot – 2 diagonally pointing towards the actor in the centre of the shot, the third positioned in the background to brighten it. When shooting I
experienced how important it was for me to get the lighting right, for example, when I had not positioned the light covers correctly, the footage was much too bright. Finally, when filming on the first day, I had struggled when trying to make sure that the footage was in focus as the screen on the camera was quite small, however, I spoke to a teacher and they gave me an additional screen which was slightly larger and it enabled to make sure that the quality of footage was good and that it was in focus. When it came to the post production of my video, I edited the footage that I had filmed using Adobe Premiere Pro CS6 and Adobe After Effects. Both programmes
were installed on the computers in the media rooms at school and I had access to them both during and after school time. I imported the footage into the programme and dragged them on to the timeline alongside the chosen song Maps – an audio film I downloaded. As the music video I produced was solely narrative based, I did not have to ensure that the lyrics matched what the actor was saying, however, it was still important for me to ensure that the footage
lined up with the message amongst the lyrics in the song. For the majority of the shots I filmed for the footage, I used a Steadicam to ensure that the shots were clear and not shakey, however, there were still some shots which still looked a little shakey, especially the footage filmed outside of the black box. To adjust these issues I used the Warp Stabiliser tool in Adobe After Effects. This tool allowed me to smoothen out the footage and make it look more aesthetically pleasing and professional. Another piece of software that I used was Adobe InDesign which is where I produced the final Digipak and magazine advert. It was important that I followed the Brand Guidelines for both products, which is something the paragraph style tool allowed me to do. The tool enabled me to make sure that the font size and adjustments was consistent through both products as well as the colour of the font. Overall, various technologies played a massive role in the construction and research, planning and evaluation of all of my media products.