4. Evaluation - New media technologies in all stages

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

Research

As we are living in the "information age" the Internet is a vital element for research and information gathering. Firstly we found out that we couldn't use copyrighted music, which may had led to legal complications. Using websites such as http://www.unsigned.com/ and http://www.newgrounds.com/ to find not-copyrighted music that we liked so we could make a video around it. Other useful websites were search engines like http://www.google.co.uk/ and http://www.yahoo.com/ to find out about the genres our song was titled under. Also we needed these to find important images that could help to illustrate our ideas. Furthermore we needed social networking websites such as http://www.facebook.com/ and http://www.myspace.com/ to research the songs artists.

Planning

During our planning we wanted to brainstorm ideas so we used Microsoft word to create a clear, neat layout of a mind map. This would have all our basic ideas and requirements for our music video. We also used email technology to contact our artists to ask for their permission to use their song for our music video. Furthermore we needed to put the song onto a portable device to help us with our lip synching, therefore we transferred via USB the song onto Ryan's "iPhone" so it could be played out loud so that it would be easier to lip synch. Additionally we used an iMac and the programme Final Cut Express to create and edit our animatic.

Production

In our construction of our film we used a High Definition digital video camera to film with. This was accompanied by a tripod to rest the camera on so we could keep it still. To take screen grabs of locations and scenes we used my LG touch screen "smart" phone as well as Ryan's iPhone to take images and then bluetooth the images onto the iMac computers which allow this technology. Similarly we used the iMac and Final Cut Express to edit our video, then we uploaded our video to "Youtube" by converting our video format into "Quicktime" player. In addition we used the iMac programmes "Picnik" and "Photoshop" to create our advertisement and digi-pack designs, this would allow us to use several editing techniques to create a unique design.

Evaluation

Within our evaluation we viewed our music video on Youtube via my iPod touch to show a random selection of audience and ask them for feedback on our survey. Also we used the website "Surveymonkey" to create a questionaire so we could understand and analyse our audience feedback. Additionally I used Microsoft powerpoint to create a slideshow and then uploaded this to "Slideshare" and put it on my blog.

Survey results

Looking at the audience feedback 3/4 of our total audience enjoyed the film which is a positive aspect of our feedback. This explains to us that we are reaching our target audience, however 25% is still a large number which didn't enjoy it. This may have been because of our lack of obvious narrative. I think that this percentage of audience who didn't enjoy the video may have not fully followed the narrative portrayed by the mise-en-scene and editing.

The results from this question are much more varied that the previous. It is clear that from our audience feedback that we may have let ourselves down in this area of our work. Our overall music video didn't seem to match the lyrics in our chosen song. This would have had a direct correlation with the audience not enjoying our music video by linking this to question 1. 10% thought that our music video barely matched the lyrics while 40% thought it did. This is another positive view of our work although a massive 50% was caught between.

Analysing the feedback from question 3 is much more positive view of our music video. It is apparent that our camera work and editing was a bigger success than perhaps our narrative and messages. 60% of our audience felt that our music video used effective camera and editing works, while 40% felt this was effective some of the time. The results from this agree with my thoughts that our choice of camera shots, angles and teh editing was one of our strongest points within our work.

Unfortunately this feedback is once again negative. Only 40% thought that the lip synching was in cue with the music. However only 10% thought it rarely was out of time. Looking at the 50% chunk of audience feedback its clear that our lip synching was not a stong area for us but we anticipated this and made double effort within our camerawork and editing.

This question looks away from our music video and onto our digi-pack. Looking at the results from the feedback it was a huge success and 3/4's of our potential audience thought it was an effective case for our CD. Although 25% is still a large percentage which viewed this negatively. The simple design and innovative features put onto the digi-pack has managed to appeal to our target audience as an effective product.

Lastly the question asked if overall our music video, products and advertisements all effectively targeted and hit our target audience of "urban teenagers." The response was a positive one and 70% said it was effective with only 30% disagreeing. In conclusion from our audience feedback it would seem that our music video was a majority success with a few areas that would need improvement on so that 100% of our audience would enjoy it as much as we do.

3. Evaluation - What have you learnt from your audience feedback?

We created a survey using the website "Survey Monkey" and have devised a basic questionnaire for our peers to answer. The answering of the questions was anonymous so that we could get honest answers rather than friendly answers from our friends and peers. The questionaire was answered online and the collection of answers was also online.

Create your free online surveys with SurveyMonkey, the world's leading questionnaire tool.

2. Evaluation - Combination of main product and ancillary texts

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

Using different types of media in coalition with one project will have numerous advantages and positive aspects, including disadvantages and negative aspects.

Advantages

• Our music video will be publicised quicker and more effectively than on its own
• The video compliments the song and adds value to it
• The video may be associated with the song or vice versa
• Sales of the song will most likely rise due to the increase in advertisement
• The artists will be more well known
• Would be targeting our audience of "Urban" teenagers
• Not just one audience but two - hip hop and indie music lovers
• Would be available for anybody to watch and listen - internet, local radio etc.

Disadvantages

• With a combination of two genres, maybe audiences who follow that genre wouldn't enjoy the song
• The images on the advert and digi pack may be vague and difficult to link to the video
• Opinions of the quality of the video and narrative may vary
• Some of the lip synching could have been better and clearer
• The messages in the narrative may be difficult to interpret

What was liked

• The variety of camera shots - long, mid, close ups etc.
• The variety of camera movement - panning, tracking, point of view etc.
• The variety of editing - over-lapping scenes, flashbacks, dissolves, fade in/outs etc.
• Use of props to symbolise theme of video and song

What wasn't liked

• The lack of a basic storyline - some found it difficult to understand
• The length of some scenes was too long
• Hit alot of external obstacles during filming - weather, illnesses, other commitments etc.
  

We conducted a word search to find key words for our audience to say about our music video, both positive and negative. (click to enlarge)

1. Evaluation - Our media product

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

View more presentations from Mike.

This image carries on from page 7 from the presentation about the use of mise-en-scene. This is a screen grab of our scene where the character takes the pill which we want to symbolise ecstasy or some other narcotic.

In this screen grab the mise-en-scene shows a dark lighted room with a small area lighted. This represents the darkness of his drinking and drugs taking over as well as his dark clothing contributes towards this connotation. The symbolism of the bottle shows that it is over-powering the protagonist because it is above the character making him look upwards towards it.

Evaluation

I have begun my evaluation and will be approaching this by doing it in various forms of media.

I hope to complete the questions on these types of format:

• Slideshare (powerpoint presentation)
• Voice recording
• Filmed response
• Written Prose
• Images/pictures/graphs/tables etc.

So far I have completed the first 2 questions on powerpoint but currently in the process of uploading it onto the website and then onto my blog.

Next lesson I will be planning to write down my answers to the next questions and then eventually record and film my responses to the questions.

Idea for advertisement

This is our basic design for our advertisement:




We enjoyed the disjointed layout of the image because it represents the distorted narrative our character follows in our video. The screen-grab we decided to use was one that doesn't show the characters face properly. We felt this was effective as it hides the face of the character giving the impression that he is troubled and even haunted by something. Another interpretation could be that he does something that causes him to mask his face, something illegal or harmful for example drugs or alcohol.

Uploaded to Youtube

http://www.youtube.com/watch?v=Iix86E9-I2w

The above link directs you to Youtube where our music video has been sucessfully uploaded to view. The video is shown below:

Finished Digipack

Ryan has managed to finish our digipack and has used a simple colour scheme to attract our target audience. Similar to the "Shifty" advertisements a yellow text on a black background was used instead of black text on a yellow background. We used a couple of screen-grabs to portray the basic narrative of the song and music video.

Using a similar idea to the digipack from "The Streets" we used an image of a lighter to contribute towards drawing in our target audience, many of whom allegedly smoke and do drugs.

Laura Mulvey continued

Agency

In classical Hollywood films the male protagonist has "agency" meaning that he is active and powerful. He is the agent which the dramatic action unfolds around him. The female character is always passive and powerless - she is the object of desire for the protagonist and audience.

Erotic Desire

Laura Mulvey argues that women have two roles in film and cinema:

1. As an object of erotic desire for the other characters
2. As an object of erotic desire for the audience

Laura Mulvey - Feminist film theory

This theory of audience by Laura Mulvey the cinema world reflects the real-life patriarchal society (Male dominated). This is manifested within the cinema world through various forms, mainly through phallocentrism (idea that the penis or phallus is the symbol of power). For example the use of guns or cars are phallic objects used to represent the masculinity of the character.

The Gaze - the "gaze" of the camera is meant to be from a male's point of view. The male's gaze is active while the female is passive. In the narratives the male characters direct their gaze towards the female characters.

Therefore the audience is made to identify with the male gaze as the camera films from both the optical (vision) and the libidinal (sex drive) perspective of the male character.

This means that there are 3 levels of the cinematic gaze - camera, character and spectator - that objectify the female character (the triple gaze)

Furthermore the audience is constructed as though everyone was male. Women are forced to look as though they were a male audience member.

Propp Theory

The theory proposed by propp was that within every folk tale and narrative there is a maximum of 8 characters roles.

1. Hero/Protagonist
2. Villain/Antagonist
3. The Donor/Provider - gives a magical item that provides an advantage to the protagonist
4. The Helper
5. The Father Figure
6. The Dispatcher - sends the protagonist on a "mission"
7. The Princess
8. The False Hero

This can be instantly seen in numerous films for example:

The Lord of the Rings trilogy

Star Wars films

Star Trek films

James Bond films

The Matrix trilogy

And many more...

Suture theory

• Within Classical Hollywood narratives the editing created forcibly positions the audience into a single preferred reading.

• These are called editing "sutures" designed to "stitch" the audience into a preferred dominant reading.

• However unconciously the audience is aware of that position.

• Similarly the use of music also "stiches" the audience into a preferred reading, particularly in films.

Todorov theory

According to Todorov typical mainstream films follow the same structure each time.

The narrative begins with an equilibrium - this is where everything is in balance and in order.

A disruption soon follows - something which disturbs the equilibrium and thus creates an enigma or puzzle.

A resolution is needed - this solves the enigma.

Finally a new equilibrium is formed, where the characters adjust to the consequences of the disruption in a new balance.

For example this can be applied to the film "The Outlaw Josey Wales."

The equilibrium - Josey's life as a farmer with his family

The disruption - Gang of riders attack his farm, burning his house down, killing his son and taking his wife.

The Enigma - Who were the riders? Why did they attack? Where has his wife been taken to?

Screen-grabs

Digi-pack Examples

Editing continued...

Now all we have to do is edit our music video. We have all of our filming and now we just need to cut out some parts of shots in our original and place the new ones in so the video is constantly changing and moving, with fast paced shots in combination with the fast pace of the song.

Now that we have finished editing we have also completely finished our music video. We are both very pleased with the finished product. All we need to focus on now is our Digi-pack and advertisements.

Filming continued...

This time we have managed to film alot more scenes to hopefully help make our music video much stronger and more improved. We filmed two full lip synched scenes at different locations one looking away from the camera and one looking at the camera. We also filmed different scenes without lip synching so we can place in our music video to increase the pace of the film and edits. Furthermore we filmed a scene with a girl so that our music video has meaning. The guy has fallen out with her and is drinking to ease the pain of losing her.

The Bobo Doll experiment

In 1961 Albert Bandura carried out an experiment called the BOBO Doll experiment to see if children copy violent behaviour.:

The experiment involved children to watch a video of an adult violently attacking a toy or "Bobo Doll."
The children were then taken to a room full of aesthetically pleasing toys that the children were not allowed to touch.
Then they were taken to another room that had Bobo Dolls in them.
It was found that 80% of the children copied and imitated the violent behaviour.
Eventually 8 months later 40% of the children repeated the violent behaviour.

Reception Theory

• A different approach to audiences was developed by the Academic Stuart Hall at Birmingham University during the 1970's.
• The idea was to consider how texts were encoded with meaning by producers and then decoded by audiences.
• The theory suggests that: when a producer constructs a text it is encoded with a message or meaning that the producer wishes to convey.
• In some instances audiences will correctly decode the message or meaning and understand what the producer was trying to say.
• In some cases the audience will either reject or fail to correctly understand the message.

Stuart Hall identified 3 types of audience readings (decoding) of the texts:

• Dominent or preferred - the audience decodes the message as the producer wants them to do and broadly agrees with it. - E.g Watching a political speech and agreeing.
• Negotiated - the audience accepts, rejects or refines elements of the text in light of previously held views/ E.g Neither agreeing or disagreeing
• Oppositional - the dominent meaning is recognised but rejected for cultural, political or ideological reasons. E.g Total rejection of the political speech and active opposition

The Uses and Gratifications Model

This model is the opposite of the Effects Model. The audience is not passive it is active in their consumption of texts by using the text rather than being used by it.The audience uses the text for gratification or pleasure, thus the power lies with the audience not the producers. The model emphasises what audiences do with media texts - how and why they use them. Although far from being "duped" by the media, the audience is free to reject, use or play with media meanings as they see fit.

Therefore audiences use media texts to gratify needs for:

• Diversion
• Escapism
• Information
• Comparing relationships and lifestyles with their own
• Sexual stimulation

Similarly the audience is in control of their consumption of their media texts and help the people with issues such as:

• Learning
• Emotional satisfaction
• Relaxation
• Help with issues of personal identity
• Help with issues of social identity
• Help with issues of aggression and violence

The model controversially implies that sometimes the consumption of violent texts can be helpful rather than harmful. The theory suggests that audiences act out their violent impulses through the consumption of media violence. The audiences inclination towards violence is therefore sublimated and they are less likely to commit violent acts.

Effects Model Continued

In each case there was a media and political outcry for the texts to be banned.

In some cases laws were changed, films banned and newspapers demanded the burning of films.

Subsequently in each case it was found that no case could be proven to demonstrate a link between the text and the violent acts.

Each contributed to moral panics where the media produce inactivity by:

• Turning the people into students who won't pass their exams
• Or coach potatoes who make no effort to get a job.

It is still unclear that there is any link between the consumption of violent media texts and violent imitative behaviour.

It is also unclear the theory is flawed in that many people do watch violent texts and appear not to be influenced.

Therefore a new theory is needed...

Key evidence for Effects Model

The Effects Model

This theory suggests that the consumption of media texts has a direct influence and effect on the audience.

It is normally considered a negative effect, this is because the audience is passive and powerless to prevent the influence.

The power lies with the message of the text.

This is also called the Hypodermic needle model.

This is because the messages are "injected" into the audience by the powerful "syringe-like" media.

The audience is powerless to resist.

The media works like a drug to "dope" to audience and to make them "drugged and addicted."

Audience Theory - Consuming texts

Why do audiences choose to consume certain texts?

Different people have different interests which leads to the creation of numerous genres These provide a variety of themes and ideas for an audience to choose to consume. However people may decide to choose a different text because it doesn't conform with the mainstream texts available. For example A person may listen to a typical pop song by Michael Jackson but will also enjoy listening to an acoustic song by Newton Faulkner because "its different."

How does an audience consume texts?

As technology develops, so does the way audiences consume texts. With the creation and development of "Apple" products and "smart" products such as touch screen products like the "Amazon Kindle" creates a new era of the consumption of texts. Music videos can be consumed on a variety of media, particularly on multi-functioning consoles like the Playstation 3. These are able to perform several different ways for audiences to consume texts. For example the main function is to play video games but the Playstation 3 can play Blu-ray as well as original DVDs. Furthermore the Internet is accessible from the console allowing the view of websites like "Youtube" for the consumption of music videos.

There are three theories that help to understand the relationship between audiences and texts.

Feedback

Once we had our teacher look over our music video he had alot of feed back for us to work on.

The following were positive comments:

• Edited well
• Strong foundation for the narrative
• Excellent variety of camera work and mise-en-scene

However the following comments are the areas we are missing or need work on:

• Alot more shots
• Scenes are too long
• Another character (Female) is needed to give the narrative better meaning
• More locations with lip synching

Christmas Holiday

Due to my January examinations, homework/coursework and other extra-curricular activities I have not been able to write on or update my blog over the holidays. I am able to continue with my blog from now on.

However it will be irregularly updated because of my commitments to examinations until the end of January.