Wednesday, 23 April 2014
Tuesday, 22 April 2014
Sunday, 20 April 2014
Evaluation Question 4
New media technologies have been used to advance the level of work produced, research collected, and planning gathered. Many mediums have been used along this A2 course, all have been used effectively and correctly to deliver the best results.
Research:
In the research stage, i have used all the technologies availble to myself. i have used both my iPad and my phone to research my artist and other artists through the internet to gather enough data to being to produce my music video, digipak and advert. I have also used my iPad to caputre photography for my advert and edited through iPhoto. I used both an iMac and my iPad to blogger many of the posts i have created, i have used the software of blogger extensively to produce much of the content i have. I have used survey monkey, and a HD digital camera to collect audience feedback and ideas through vox pops to gain audience preferences which therefore will help our music video become sucessful, and surveys aswell as the old fashion face to face collecting verbal feedback and colletcing the results through pen and paper in note form. I have used Youtube to not only post videos i have created to extract them onto my blog but also to view videos of my artist and other artists to research them further and show the content on my blog.
Planning:
The planning used the format of both traditonal and new medias. pencil and paper was used to create the storyboard, and a camera was used to display storyboard in the form of a picture. With the planning sheets I created it was easier to use Microsoft Word. This is due to the fact that Microsoft Word is the most widespread text orientated software, allowing you to produce tables, spreadsheets amoung other things. This means that Word is compatible with all computers and has been developed over many years to create the most user friendly interface possible therefore making it quicker and more simple and easy to display the work on blogger. Also the brainstorm was done on paper, this was due to the fact that I wanted some variation between old and new technologies as I feel that traditional techniques can still play a part in modern ways of interpreting data.
Production:
software such as photoshop and final cut express were used to create both the digipak, advert and the music video. In the production of the music video was done through Final Cut Express, this allowed me to appply filters and slide tranistions to effectively have flow throughout and eliminate and footage that wasnt going to be used, the cut tool made the avaliblity to differeniate from raw footage and the final footage. photoshop was used to apply filters and construct the advert and digipak effectively, also allowing me to apply text to the images and icons and logos to make the digipak and advert appear as professional as possible.
Evaluation Question 3
I have used audience feedback to correctly produce a product that serves the right purpose and attracts the audience. Audience feedback has been a important part in the production of all the products and it was important to follow audience feedback as it helps to fairly reflect the artist of the song, and also helps to promote the artist but still attract the a audience that would continue to follow and purchase the artists other products, the main function of the products is to get the audience to buy from the artist and there is no better way of doing that than using the audiences expectations to attract them to buy.
Survey monkey was used to collect the necessary information from our target audience, thier likes and expectations were reflected through the survey. I created a survey that could give an idea what audiences are listening to right now. The questions featured; What is your gender?, How old are you?, What is your favourite genre(s) of music?, What is your favourite music video of all time?, Why do you like this particular music video?, If you are watching a music video, what would appeal to you? and Finally what is the most memorable thing you have seen in a music video?
The results showed a clear correlation to what would be needed to make an successful music video within the genre i was working in, this allowed me to produce my music video, digipak and advert. After creating the survey, the next step was to interoperate the data. The data showed that 75% (to the nearest fifth) of the 122 people who took the survey were males. This may cause the problem of a baised survey however the genre and artist appeal to male views greater than female views, which made the survey still relevant. The final product would indefinately present context that is appealable to a male auidence. examples of how the content was aimed to the male audience was through the presence of alchol, recognisable male fashion, a youthplaying football in the street and the protagonist playing guitar. this can be associated with a large amount of young/teenage boys especially if they grew up in less privileged area of the UK (referring to being "Stuck In The Ghetto").
Also the majoirty of the feedback was delivered by 10-19 year olds. This is due to the fact that 66.67% of the people who took part in the survey were within this age bracket. This positively correlated with the types of genres that were selected on question 3. Genres that are more affiliated with "the younger generation"
Feedback was also gathered through the viewing and comments system on YouTube. The comments system works when an video is uploaded onto YouTube and Google+ members can post their thoughts and debate between eachother. The viewing system is operated when the link to the video is clicked, therefore taking you to the main video page, this will count as one view. Views on a video can determine popularity e.t.c.
However using YouTube to gain audience feedback for a music video that has had no real mass publication is very difficult, there are 100,000's of music videos on YouTube and this therefore makes it extremely difficult to find the video via the website search engine. Also someone of a unintended audience may comment and the feedback may become irrelevant as it is not intened to this audience.
Possible improvements:
For the audience feedback process of making and evaluating my music video, improvements could be made. Looking back on the process, I feel that the questions I used for my survey may of been time consuming. This is due to the fact that the last 4 questions of my survey were written answers questions this therefore could deter some people who are thinking of doing the survey. In addition to that the use of YouTube could of been improved, with better publication I feel that YouTube could of played a bigger part in the conduction of research.
In conclusion, the effectiveness of the feedback was helped as it made a difference to the production path i would take, variables had been taken out and placed in to extend the appeal to the intended audience. With the use of various methods the ability to mould your video into something that is either appealing to the masses or to a niche auidence is very achievable if accurate and reliable data is extracted, which i feel i had and allowed me to produce a successful advert, digipak and music video.
Evaluation Question 2
Our music video consists of a narrative of young man who is struggling in a society that appears to be against him, he is educated but he lives in a society that is pessimistic, he looks for a break or an escape that isn't there. that is both the narrative of the song and music video. I aimed to fairly reflect this entrapment of the protagonist by society through how we capture the protagonist within his immediate surroundings.
Process:
Advert
I reflected the music video into the advert through the way the location reflects the "ghetto"atmosphere, there is a block of flats in the background and poorly cared for garages which advocate the harshness of the area and the ghetto feel of the area, the area itself is poorly maintained matching the expectation of a ghetto, I also took a direct location that featured in the music video to keep consistency throughout. I deliberately chose to feature the protagonist in well kept clothes as he is an educated man but he struggles to escape, he isn't dressed in a suit as he isn't that well off. In terms of composition, the protagonist is positioned to the far right, looking into the atmosphere, showing how he is over ruled by the ghetto, he looks deeply into what consumes him, showing both his love for the ghetto but his passion to escape, through this I show how the ghetto is far greater forcing a struggle on the protagonist. I washed out the colour of the image and created a deeper shadow to create a 'noir' feel to the image making it feel as if you were in a ghetto, and I was creating an atmosphere the protagonist was feeling. This makes the raw content of the advert effective along side our other products as it is a direct extract from the music video, keeping and maintaining a high level of consistency.
Digipak
A direct link between the digipak, advert and the music video can be seen through the images contained in the digipak. The digipaks cover is the same as the advert, to keep both consistency and to make our product recognisable, assisting our audience into buying our product, the cover of the digipak is the same as the advert to further make our product easy to spot, within the digipak, there is a combination of extracts from the music video that are photogenic and independent images to bring a new variation to the digipak, as other albums use this technique, it appeals to an audience to have both new and old, within a digipak. the images extracted are all used to advocate the message of the music video, the location of the images show the ghetto at its most exaggerated that we could attain, and the protagonist was captured in a way to show his isolation, and was captured in poses and positions that advocated his entrapment, through facial expression the audience can see the struggle, determined but contained against his will.
Altogether all three products come together to fairly advocate the same message and product. there is no difference in who i attempt to appeal, it is always consistent and this is achieved through maintaining the style of images and extracts from the original music video, in keeping the same house style, it is easily recognisable and marketed correctly. Each of the products alone meet the requirements that are required to serve purpose, none divert from the main objective, the advert attracts our intended auidence, the digipak attracts our audience both through memorable images, housestyle and also refelcting the artist in a creative way, and the music video keeps the audience entertained and wanting to watch more, it advocates the song and gives a fair reflection of our artist
Process:
Advert
I reflected the music video into the advert through the way the location reflects the "ghetto"atmosphere, there is a block of flats in the background and poorly cared for garages which advocate the harshness of the area and the ghetto feel of the area, the area itself is poorly maintained matching the expectation of a ghetto, I also took a direct location that featured in the music video to keep consistency throughout. I deliberately chose to feature the protagonist in well kept clothes as he is an educated man but he struggles to escape, he isn't dressed in a suit as he isn't that well off. In terms of composition, the protagonist is positioned to the far right, looking into the atmosphere, showing how he is over ruled by the ghetto, he looks deeply into what consumes him, showing both his love for the ghetto but his passion to escape, through this I show how the ghetto is far greater forcing a struggle on the protagonist. I washed out the colour of the image and created a deeper shadow to create a 'noir' feel to the image making it feel as if you were in a ghetto, and I was creating an atmosphere the protagonist was feeling. This makes the raw content of the advert effective along side our other products as it is a direct extract from the music video, keeping and maintaining a high level of consistency.
Digipak
A direct link between the digipak, advert and the music video can be seen through the images contained in the digipak. The digipaks cover is the same as the advert, to keep both consistency and to make our product recognisable, assisting our audience into buying our product, the cover of the digipak is the same as the advert to further make our product easy to spot, within the digipak, there is a combination of extracts from the music video that are photogenic and independent images to bring a new variation to the digipak, as other albums use this technique, it appeals to an audience to have both new and old, within a digipak. the images extracted are all used to advocate the message of the music video, the location of the images show the ghetto at its most exaggerated that we could attain, and the protagonist was captured in a way to show his isolation, and was captured in poses and positions that advocated his entrapment, through facial expression the audience can see the struggle, determined but contained against his will.
Altogether all three products come together to fairly advocate the same message and product. there is no difference in who i attempt to appeal, it is always consistent and this is achieved through maintaining the style of images and extracts from the original music video, in keeping the same house style, it is easily recognisable and marketed correctly. Each of the products alone meet the requirements that are required to serve purpose, none divert from the main objective, the advert attracts our intended auidence, the digipak attracts our audience both through memorable images, housestyle and also refelcting the artist in a creative way, and the music video keeps the audience entertained and wanting to watch more, it advocates the song and gives a fair reflection of our artist
Evaluation Question 1
Theories of narratives are not uncommon in the media world, and with my music video "Stuck In The Ghetto" Tzvetan Todorov's theory which states that a media text has a equilibrium then involves a disruption, a resolution into a new equilibrium. This theory cannot be applied to my music video as it only documents a problem that is always unresloved, the music video lists continued problems, the equilibrium in sense, is a problem, even though it is paradoxal, there Todorov's theory is cancelled. In addition to this my text is ploysemic, the dominant/prefered reading of the video is the struggle of a young man, trapped within his hostile community, where life is a struggle, everbody is continuosly struggling, however, the oppositional reading is that the protagonist is better off than most, able to visit his friends whiles others work and indulges in alcohol without worry, and is probably claiming of the government, a similar reading to that of the tv series "benefits street", but less engaging.
Also Vladimir Propp's character roles also do not apply to the music video as there are only two characters throughout the video, there is only a protagonist. The music video follows the narrative of the protagonist, with only a glimpse of another character who has a minimalist role in the music video.
Binary opposites is the theory produced by Claude Levi-Strauss, he theorised that media texts can be put together through conventions such as gender stereotypes and religious beliefs. He classified two types of characters, dominant and subordinate. the dominant reading includes: Male, White,
Middle classed, Middle aged,
Hetrosexual, and Able-boddied, and the Subordinate reading is: Female, Other ethnic groups, Working class,
The young, old, Homosexual, bisexual, Disabled. This applies to
Furthermore the narrative and performance of the video is a key feature. The narrative is a young man struggling on a day to day basis, which many people can relate to. It reveals him performing to the camera, expressing his betrayal and sadness at the world the character lives in, with reference to not being able to get a job, even though he has a degree. The performance by the actor in the video shows passion yet does not overwhelm the video so much so that the mellow mood is still kept.
The "star image" is the only sub-convention that is not highlighted in my music video. The actor is hiding away from the lime light rather the showing the viewer his claim to stardom. This is due to the fact that this ties into the genre of the song, most soul singers/artists are soft people, with a warm heart. If star image theory was not displayed in a pop or rap music video, it would seem more odd.
"Stuck In The Ghetto" visuals are constantly relating to the songs lyrics, the lyrics of the song automatically drove us to come up with the idea that we did because the lyrics are so meaningful therefore we thought we could elaborate on the lyrics via a music video. With constant reference to lyrics such as:
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