Evaluation 3 blog presentation
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Thursday 6 January 2011
Evaluation 1: How does our media product use, develop or challenge forms, conventions of real media products?
Our chosen media product is a music video; this carries with it two ancillary tasks consisting of one magazine album advertisement and one album cover. Therefore our products are created produced, and distributed for specific intent/purpose/reasons.
Firstly, it may be made clear that we used conventions consistently in all of our media products; in some cases, conventions where developed but not many were challenged.
The Music Video, the Magazine Advertisement and the Album Cover
1. Foremost, it was important for our product to advertise the ‘released’ track. We imagined that our audience would be not be able to recognise the song yet – as it has just been released on the radio, online music etc. – so we decided that our video would be based loosely around the lyrics of the song (to be made recognisable)
Real media product example: Eminem’s ‘Without Me’ is based purely around its lyrics, presenting “operations”, “Elvis Presley” and “wrestling”; these are visual representations of the lyrics.
Forms and conventions used in our media product: We have used shots based on “eyes” and “hair”. These advertise beauty and attractiveness of the artist, and the video, promoting the track.
2. Alternatively, a video to coincide with the song opens the boundaries for our product’s entertainment value; by expanding into other forms of media. For example, if the song is enjoyed it will gain a reputation, and it is hoped that the audience will watch the video, and any other forms of media it may be presented by. We however intended this to be vice versa, meaning that our audience would ike and be attracted to the song because of the fulfilment and gratifications gained through the music video.
Real media product example: Michael Jackson’s ‘Thriller’ music video gained greater levels of publicity and audience attention than the actual song, being voted ‘the best music video of all time’ in many polls – the song as such did not gain as much of a reputation, although still popular. This was possibly due to: budget, extras, setting, theme, artist style, dancing, narrative and numerous other reasons.
Forms and conventions used in our media product: We have used such conventions as a strong, running narrative and artist style to attract our audience. We believed that these two forms feel personal to viewers, and a connection is likely to be formed. For instance, our artist is fashionable so his style will be followed and his music will be noticed. This is in no doubt a gradual commitment from the audience needed, but our music video is hopefully an immediate attention-getter.
3. The creation of our music video shall also entail numerous objectives. It will be offered to the public as to generate interest about the artist. It may also be used to signify to the audience that is a particular genre, and therefore it will develop a specific audience (e.g. based on taste of music, age, society and numerous other specifics). Our music video however, will also set out to represent the artist positively; if a negative portrayal is given, the audience would not like our artist and record sales would fall.
Real media product example: Justin Bieber is a relevant example. He is appealing to a specific audience (young teenage girls), described by the newspapers as a ‘heartthrob’ and ‘sensation’. His genre is well defined, advertising his music as a mix of Pop and R&B. All merchandising and products associated with Bieber - such as two albums, a feature length film and so on - have all intended to portray him as being socially positive.
Forms and conventions used in our media product: We have used two actors which are ‘young’ and ‘attractive’ to the eye. The artist has a distinct style, whether it be clothing or hair, and is advertised as having a good vocal voice; portraying the R&B/Soul/Pop genres. The female also appears to be quite glamorous, with long blond hair. The mise-en-scene is varied, ranging from internal house areas to park land - the scenery is also rich in brightness. These used conventions helped us target a youthful audience, and happy facial expressions are represented frequently, therefore created a positive media image.
4. Regarding narrative and narrative theory, we focused on ‘Todorov’s’ theory rather than ‘Propp’s’; however, we did vaguely consider the characters ‘Propp’ suggested. ‘Propp’ proposed that there were certain characters needed fairytales and these can be applied to film-based media products; such as the hero, villain, and helper.
However, the only character that is truly represented in our music video is the hero and both the lead male and female were considered to be ours and the audiences heroes. This left us to firmly fixate on considering Todorov’s ideal narrative. At first, we believed that this did not apply to our video; yet, we realised that during our filming and product research/planning, there is always going to be (in some manner or form) a sense of equilibrium, disruption and modified equilibrium.
Real media product example: In Enrique Iglesias’ ‘Hero’, there is a very distinctive narrative presented to the audience.
1. Equilibrium – Man and women are happy together.
2. Disequilibrium (Disruption) – Car breaks down, the man and women are attacked by a group of men
3. New Equilibrium (Modified) – Man dies, but he knows that the female is safe from harm.
Theory used in our media products: When evaluating our product, this is what be believed was our narrative - in correspondence with ‘Todorov’:
1. Equilibrium – Man and women wake up individually and start their day normally.
2. Disequilibrium (Disruption) – The texts from mobile phones and the journey to meet each other.
3. New Equilibrium (Modified) – Man and women are happy together; not separate.
5. Additionally, the camera work we used was an essential aspect of our media products. When filming the music video, we had to both consider and use many distances, angles and movement. Firstly, our group decided upon the ‘specific’ art of camera work, featured in music videos, and decided the following. Professional moving music products use a wide range of shot distances, common of which are; close ups (c/u), medium close ups (mc/u), wide shots (w/s) and over the shoulder shots (ots/s). Movement is also used frequently, including tracking shots, pans and tilts. Camera angles tend to be based on high, low and canted variations – again, are typical of music videos.
This led us to conclude that our music video would indeed need to incorporate as many, varied camera work as possible for it to look professional standard; with the technology and equipment available to us. Real media products gave us the inspiration and influence for the use of such forms/conventions in our own music video. Here is a brief evaluative archetype of how we developed and used camera work – some of which is noticeable in a professional exemplar music video.
Real media product example: In Olly Murs – Please Don’t Let Me Go, the use of camera work is complex, yet carries with it simplicity to the eye. Taking a productive media approach, the shots on offer to the viewer create the world of the music video. It shows the artist from many distances and at various angles; the mise-en-scene is also placed in shots to add environment and colour to the song/artist. Camera movement also keeps the audience attention on the artist, whilst creating a smooth run-through and seamlessly comfortable experience.
Forms and conventions used in our media product: We have used most camera distances: close up, medium close up, wide shot, over the shoulder shot and point of view (POV) shot are most commonly used. We did not use many camera angles; however a high angle was necessary to coincide with a point of view shot (looking down at phone). We experimented with pans and tilts, but we didn’t believe the video began to stray from simplicity and easy viewing. It was also difficult to construct worthy shots of this calibre with the equipment available to us; all these shots were cut from the final edit.
6. Editing is the final stage of media product creation and production – alternatively from a professional perspective, it is an on-going process. All finished products have been edited to present the ‘odourless’ and ‘perfect’ appearance. Unnecessary shots are removed, worthy shots are placed in order and cut to a professional standard. The sound is also a vital aspect; the song builds and interprets the video, and if diegetic sound is used in addition, cautious step are taken to ensure that it has a connection with the song.
Forms and conventions used in our media products: After each filming session, we thought it would be useful to upload and begin to edit as soon as relevantly possible. This gave us a clear knowledge of what specifically to do next, of what to improve and re-shoot, of the direction we were heading in towards completion. Such questions were asked constantly, but this kept us on track with both filming, editing and producing our music video.
We used ‘iMovie’ on an Apple Mac to edit our video, ‘Jasc Paint Shop Pro’ for the magazine advertisement and ‘Adobe Photoshop’ for the album covers. Our entire group had previous knowledge of the software’s, so this made editing our products a familiar but still lengthy process. We understood that shots needed to be in time with the lyrics of our chosen song, so we cut and placed in either: a ‘timed’ or ‘lyric’ specific order (general intention). This seemed to be an understandable group decision.
Firstly, it may be made clear that we used conventions consistently in all of our media products; in some cases, conventions where developed but not many were challenged.
The Music Video, the Magazine Advertisement and the Album Cover
1. Foremost, it was important for our product to advertise the ‘released’ track. We imagined that our audience would be not be able to recognise the song yet – as it has just been released on the radio, online music etc. – so we decided that our video would be based loosely around the lyrics of the song (to be made recognisable)
Real media product example: Eminem’s ‘Without Me’ is based purely around its lyrics, presenting “operations”, “Elvis Presley” and “wrestling”; these are visual representations of the lyrics.
Forms and conventions used in our media product: We have used shots based on “eyes” and “hair”. These advertise beauty and attractiveness of the artist, and the video, promoting the track.
2. Alternatively, a video to coincide with the song opens the boundaries for our product’s entertainment value; by expanding into other forms of media. For example, if the song is enjoyed it will gain a reputation, and it is hoped that the audience will watch the video, and any other forms of media it may be presented by. We however intended this to be vice versa, meaning that our audience would ike and be attracted to the song because of the fulfilment and gratifications gained through the music video.
Real media product example: Michael Jackson’s ‘Thriller’ music video gained greater levels of publicity and audience attention than the actual song, being voted ‘the best music video of all time’ in many polls – the song as such did not gain as much of a reputation, although still popular. This was possibly due to: budget, extras, setting, theme, artist style, dancing, narrative and numerous other reasons.
Forms and conventions used in our media product: We have used such conventions as a strong, running narrative and artist style to attract our audience. We believed that these two forms feel personal to viewers, and a connection is likely to be formed. For instance, our artist is fashionable so his style will be followed and his music will be noticed. This is in no doubt a gradual commitment from the audience needed, but our music video is hopefully an immediate attention-getter.
3. The creation of our music video shall also entail numerous objectives. It will be offered to the public as to generate interest about the artist. It may also be used to signify to the audience that is a particular genre, and therefore it will develop a specific audience (e.g. based on taste of music, age, society and numerous other specifics). Our music video however, will also set out to represent the artist positively; if a negative portrayal is given, the audience would not like our artist and record sales would fall.
Real media product example: Justin Bieber is a relevant example. He is appealing to a specific audience (young teenage girls), described by the newspapers as a ‘heartthrob’ and ‘sensation’. His genre is well defined, advertising his music as a mix of Pop and R&B. All merchandising and products associated with Bieber - such as two albums, a feature length film and so on - have all intended to portray him as being socially positive.
Forms and conventions used in our media product: We have used two actors which are ‘young’ and ‘attractive’ to the eye. The artist has a distinct style, whether it be clothing or hair, and is advertised as having a good vocal voice; portraying the R&B/Soul/Pop genres. The female also appears to be quite glamorous, with long blond hair. The mise-en-scene is varied, ranging from internal house areas to park land - the scenery is also rich in brightness. These used conventions helped us target a youthful audience, and happy facial expressions are represented frequently, therefore created a positive media image.
4. Regarding narrative and narrative theory, we focused on ‘Todorov’s’ theory rather than ‘Propp’s’; however, we did vaguely consider the characters ‘Propp’ suggested. ‘Propp’ proposed that there were certain characters needed fairytales and these can be applied to film-based media products; such as the hero, villain, and helper.
However, the only character that is truly represented in our music video is the hero and both the lead male and female were considered to be ours and the audiences heroes. This left us to firmly fixate on considering Todorov’s ideal narrative. At first, we believed that this did not apply to our video; yet, we realised that during our filming and product research/planning, there is always going to be (in some manner or form) a sense of equilibrium, disruption and modified equilibrium.
Real media product example: In Enrique Iglesias’ ‘Hero’, there is a very distinctive narrative presented to the audience.
1. Equilibrium – Man and women are happy together.
2. Disequilibrium (Disruption) – Car breaks down, the man and women are attacked by a group of men
3. New Equilibrium (Modified) – Man dies, but he knows that the female is safe from harm.
Theory used in our media products: When evaluating our product, this is what be believed was our narrative - in correspondence with ‘Todorov’:
1. Equilibrium – Man and women wake up individually and start their day normally.
2. Disequilibrium (Disruption) – The texts from mobile phones and the journey to meet each other.
3. New Equilibrium (Modified) – Man and women are happy together; not separate.
5. Additionally, the camera work we used was an essential aspect of our media products. When filming the music video, we had to both consider and use many distances, angles and movement. Firstly, our group decided upon the ‘specific’ art of camera work, featured in music videos, and decided the following. Professional moving music products use a wide range of shot distances, common of which are; close ups (c/u), medium close ups (mc/u), wide shots (w/s) and over the shoulder shots (ots/s). Movement is also used frequently, including tracking shots, pans and tilts. Camera angles tend to be based on high, low and canted variations – again, are typical of music videos.
This led us to conclude that our music video would indeed need to incorporate as many, varied camera work as possible for it to look professional standard; with the technology and equipment available to us. Real media products gave us the inspiration and influence for the use of such forms/conventions in our own music video. Here is a brief evaluative archetype of how we developed and used camera work – some of which is noticeable in a professional exemplar music video.
Real media product example: In Olly Murs – Please Don’t Let Me Go, the use of camera work is complex, yet carries with it simplicity to the eye. Taking a productive media approach, the shots on offer to the viewer create the world of the music video. It shows the artist from many distances and at various angles; the mise-en-scene is also placed in shots to add environment and colour to the song/artist. Camera movement also keeps the audience attention on the artist, whilst creating a smooth run-through and seamlessly comfortable experience.
Forms and conventions used in our media product: We have used most camera distances: close up, medium close up, wide shot, over the shoulder shot and point of view (POV) shot are most commonly used. We did not use many camera angles; however a high angle was necessary to coincide with a point of view shot (looking down at phone). We experimented with pans and tilts, but we didn’t believe the video began to stray from simplicity and easy viewing. It was also difficult to construct worthy shots of this calibre with the equipment available to us; all these shots were cut from the final edit.
6. Editing is the final stage of media product creation and production – alternatively from a professional perspective, it is an on-going process. All finished products have been edited to present the ‘odourless’ and ‘perfect’ appearance. Unnecessary shots are removed, worthy shots are placed in order and cut to a professional standard. The sound is also a vital aspect; the song builds and interprets the video, and if diegetic sound is used in addition, cautious step are taken to ensure that it has a connection with the song.
Forms and conventions used in our media products: After each filming session, we thought it would be useful to upload and begin to edit as soon as relevantly possible. This gave us a clear knowledge of what specifically to do next, of what to improve and re-shoot, of the direction we were heading in towards completion. Such questions were asked constantly, but this kept us on track with both filming, editing and producing our music video.
We used ‘iMovie’ on an Apple Mac to edit our video, ‘Jasc Paint Shop Pro’ for the magazine advertisement and ‘Adobe Photoshop’ for the album covers. Our entire group had previous knowledge of the software’s, so this made editing our products a familiar but still lengthy process. We understood that shots needed to be in time with the lyrics of our chosen song, so we cut and placed in either: a ‘timed’ or ‘lyric’ specific order (general intention). This seemed to be an understandable group decision.
Wednesday 5 January 2011
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