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

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

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Page 1: How did you use media technologies in the research, planning, construction and evaluation stages?

4. How did you use media technologies in the research, planning, construction and

evaluation stages?

By Alex Adams

Page 2: How did you use media technologies in the research, planning, construction and evaluation stages?

RESEARCHHow media technologies were used during

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Page 3: How did you use media technologies in the research, planning, construction and evaluation stages?

Research• During the research stages of this

project, I had to use various media technologies to collect valid research including:

• Youtube• Powerpoint• Finalcut and camera• Other Blogs• Internet

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ResearchI used Youtube to get market research from music videos that are already viral.

(above) I used screen shots to collect these images from Youtube so I could analyse them and put them on blogger. By being able to analyse them, I was able pick out media conventions that are more general to music videos as well as conventions that are more specific to the rap/hiphop genre.

Through Youtube, I was also able to look for conventions and research different styles of music video that where more similar to my

music video’s genre.

By doing this research into this specific genre (through youtube) I was able to pick out and explore specific music video conventions for my music video.I was also able to research the style of the genre and in this specific video by looking at aspects of costume and hair and how they affect the star image.

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I also used power point to create a treatment at the start of my research so i could collect some audience feedback on my initial ideas for the music video. By doing this I can collect thoughts on how i wanted to convey the

genre through conventions and style.

I used media technologies to construct the treatment

through the use of powerpoint and used

blogger to present what I found when going into

researching the audience feedback

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Research

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Another way I was able to gain research through media

technologies was by using a camera and final cut pro to make a short testing video to research how rhythmic editing is created and how general style is created

through editing.

I also used the internet to collect magazine adverts of similar artists to Ellie. By doing this I was able to create a valid impression of what a

magazine advert looks like when taking into consideration star image and music genre.

This image for example, collected from the internet to help me with research, has shown someone in a similar genre to Ellie (And who Ellie also gets inspiration from) has created a very empowering

persona and has created a very artistic vibe with the monotone and low key lighting

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PLANNING• How media technologies were used during

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Planning

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I used a different technology when planning the lighting for the some of the studio shots within my music video.

I used SLR Light Rig to plan different lighting outcomes which allowed to have a better lighting plan for the day of filming.

(Top Left) You can see as well as planning lighting, I was also able to take into account the proxemics of the shot. (Bottom Left) I was also able to use this media technology to take into account how the sun and shadows would affect the composition of the frame.(Top Right) I was also able to use this app to experiment with other forms of lighting such as choosing between umbrella lights and light boxes or choosing whether I should use a filter or a kind of reflector.

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ANCILLARY TASKS• How media technologies were used during

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Ancillary tasks

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I first used media technology for ancillary tasks when attempting to plan a rough outline for the digipak with Adobe Photoshop.

I first got the template for the digipak off the internet (Another media technology) and used Adobe Photoshop to create a fill with the orange/tea stained colour. This was important when planning the rough version of the digipak because it would play a significant role in portraying the star image and genre.

This is the original image that would inspire the front cover – after scanning it in I then deleted all the white in Photoshop using the select/select similar tool and adding it to the template.

I also used Photoshop to insert the images into the plan by adding different layers within the composition of the template. By using this technology during the

construction of the ancillary tasks, I was able to make a truthful representation of the plan for the digipak

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Ancillary tasks

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I also used Adobe Photoshop during the construction of the ancillary tasks when developing my magazine advert for Ellie.

I was able to use photoshop to progress and develop ideas

when exploring music video ads conventions.

(I also used the internet to find examples of other magazine

adverts and could then analyse and compare them to create a

construction of conventions and connotations relatable to the genre and star image of the

artist)

The screenshot to the left shows me using photoshop to experiment with different styles for the magazine advert. At first I thought about going down the grey scale route because of the influence from Bat For Lashes advertisements and I wanted to replicate the empowering style from it.

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I used a number of techniqual aspects in Photoshop to

achieve this development towards the final outcome.

Rather than having a monotone frame, I chose to add a slight orange filter so I

could link the main and ancillary tasks with each other

through colour and style

I then expanded this by adding text within

Photoshop and using different colours to create

a more interesting and unique composition which is more conventional for

the general persona of my star.

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I used Photoshop to design the final outcome of the magazine advert for my artist.

I used a number of technologies to achieve this overall outcome including a DSLR to

capture the image and the editing software to compose the final image.

While using Photoshop, I used a clone tool to eliminate some of the creases within the

background to create a smoother image. I also adjusted the white levels to enhance the

brighter lighting on Ellie.

Another technology I combined together to get this overall outcome was screen printing the images and icons at the bottom of the

screen to add because after the research I did on magazine adverts I found having icons and

website names at the bottom made them more conventional.

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I also used media technologies during the ancillary tasks to create a cross media campaign by making a teaser trailer for my music video. I used Final Cut Pro to

create the teaser trailers as well as using different techniqual aspects of Final Cut Pro to create conventional products..

You can see here, I used final cut pro to add text to the frame to make it more conventional. I was also able to colour the text so it would stand out against the different backgrounds and create a contrasting image. This allowed me to create a dramatic image that is visually bold that would

stand out when its being seen by fans which made this a more successful media product .

This shows another example of where using media technology for my ancillary tasks helped me to create a conventional media product. I used the internet to research the review sites that would

best represent independent artists and I used Final Cut Pro to insert the images at the bottom of the

screen after I used screen shot them to capture the image. Extending the use of media technologies I used to create more real final media products, I

also used the internet to research different teaser trailers on Youtube to I could see what was and wasn’t conventional when considering teaser

trailers for music videos. This is what allowed me to decide where to place within the frame.

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As well as adding text and images to the screen, by using Final Cut Pro I was also able to alter the original

footage from the music video. By being able to do this I was able to add a curious tone to the teaser trailer and

start to create a style that would portray Ellie’s star image and persona. I did this by taking away the underlayed image which shows the slow moving,

stylistic, unique image of the ink which also creates curiousity into the music video.

This shows how, because of using different media technologies, I was able to create a

smooth image by using different filters within Final Cut Pro. Here I used Soft Edges to

create a smoother image rather than an one with sharp corners. By making the edges round and softer, I found it looked more

professional edited and made it looked as through it belonged on screen.

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Manipulating the footage within Final Cut Pro was not the only thing this technology allowed me to do while

creating the teaser trailer.

You can see here I used many cross fades throughout the audio track so I could create a smooth transition throughout the

different stages and verses of the song.This also allowed the audience to gain anticipation for the music video because they can experience listening to different areas of

the song.

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FILMING• How media technologies were used during

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Camcorder

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Another way I used media technologies was for, what could be argued as one of the most significant and important roles in the construction of my music video is using my camcorder to capture the initial footage. I used a Canon Legria HFR36 HD to film the original footage and also allowed to film on

and off location. By using this camera to film I was also able to film a various amounts of shots, including the conventional close up shots often used in other music videos.

By using this media technology to film, I was able to take advantage of the 51X advanced zoom which allowed me to get a detailed shot of the moon – this footage played a significant role in portraying a certain star persona by representing connotations linked to the moon such as spirituality and magic which plays a large part in Ellie’s star image.

I also used this media technology in the construction of my music video to allow myself to be more creative. With the camera I was able to capture the scenes I created with my own creativity, for example, being able to capture scenes with added lighting and green screen

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DSLR The camcorder was not the only media technology I used when I when I was filming my

music video. I also used a Pentax KR during the

construction of the music video – it allowed me to

capture behind the scenes shots of Ellie which is

important for the fans to see to build a stronger fan base.

Another way I used this media technology to help with the filming of my music video was using my DSLR to plan the framing of the

location I would film so I could see how Ellie could become the subject of the frame and see how different spaces could be used. This helped

during the construction of my music video because I gave me better

creative judgement on how I could use the location and the frame. For

example, when I had Ellie walk down either side of the path and

used split screen which created an artistic, unique frame

Another way I used the DSLR was to do photo shoots while we were having breaks during filming. This was so I could use the shoots for mainly ancillary tasks such as the

magazine adverts.

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POST-PRODUCTION• How media technologies were used during

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During post production, I used a various amount of methods to create successful,

creative products.For example, using colour corrector allowed me enhance the colour of the light within the

frame.For example, here you can see I used the 3-way colour corrector in Final Cut Pro to alter

the light in the opening sequence where, because I used appropriate media

technologies, I was able enhance the quality of the image. The problem I faced with this

shot was that I wanted to get close to Ellie but because it was dark and I only had a LED

flash the light source had to be close as well (Otherwise would pick up my shadows) So the

legs within the frame came out very over exposed but by using this media technology I

was able to tone it down and bring up the saturation so the colour of her tattoo would

stand out more . Another example where I used 3-way colour corrector was to add stylistic , creative choices

by taking away colour from the ambient lighting by decreasing the saturation. This allowed me to bring out the contrasts in the

composition and make a more unique scene. This allowed me to represent Ellie as a story

teller which is apart of her star persona in the music video.

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By using the 3-way colour corrector, I was also able to add filters to the frame which added to the ambient lighting of the frame. It also allowed me to balance out

the on screen lighting because, as you can see, the purple wall stood out and created an uneven tone throughout the original footage. But by adding the filter using this technology it allowed me to create a better creative, artistic image.

I also increased the amount of blacks in the frame to add depth to the lighting. The problem I found with lighting this scene was that I couldn’t bring added lighting

apart from my LED light so by using the colour corrector this allowed me to bring out the light shadows and turn them darker. This reminded me of a chiaroscuro kind

of style which I thought added more intertextuality to sequence by adding a film style reference.

This media technology also allowed me balance out the lighting. In this frame you can see the purple wall which is what made me choose to use a purple filter

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I also manipulated the footage of my music video by using Final Cut Pro in the post

production stages to speed up areas of my music video which added to the performance

and narrative areas of the music video.

In this example I wanted to use this technology to slow down the sequence

because I felt it would be conventional to do so. In this particular sequence it allowed me

to show the ripples in the water and put more emphasis on the movement of the

water rather than just Ellie. This also further linked to my theme of water within the

music video

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The editing software Final Cut Pro played an integral part throughout the construction of this music video, for example, here you can see I used the editing tools to create a montage of

clips that flowed through using techniques such as rhythmic editing – which also allowed me to follow music video conventions.

In this example, (above) I’ve used cross cutting and smash cuts to represent the change in speed during this verse of the song. By using this media technology, it also allowed me to construct this sequence after being inspired by a similar sequence in Tori Amos’s music

video (Raspberry Swirl) and shows, by using this technology in the construction of my music video, that I was able to create an example of a real media product and convey the genres

conventions through style and editing.

This is another example of where I used the editing software in the postproduction stages of my music video to create rapid cuts that created a better overall style to my music video. Having this technology gave me the ability to change the pace of editing with the editing of the song which helped create a more real, conventional

media product.

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Another way I used media technologies during the post production stages of my music video was through the use of Chroma key to subvert the usual conventions of the music genre of my

artist by using Green screen.

The video shows me testing different footage I collected with different forms of

keying.

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I also used Motion during post production of my music

video to add light sources digitally. This allowed me to

create a better visual representation of my artist on

screen by using the light to focus on her in more scenes.

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By using Final Cut as my main editing software during the post

production of the music video, it also allowed me to send the different

edited stages straight to compressor. This allowed me to

export different stages of the music video in a higher quality and also allowed me to present my finish

products to my target audience so I could gain audience feedback

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EVALUATION• How media technologies were used during

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For the first question, I wanted to present my evaluation using Prezi as the main media technology.

By using Prezi it allowed me to create a fluid presentation that I could add videos and photos to so I could create a better portray the answer of the question. (In

what ways does your product use, develope or challenge forms and conventions of real media products)

(Left) When I was using Prezi, it gave me a lot of control over how I present this question for my evaluation. For example, by editing the paths in my Prezi presentation, it allowed me to choose

which slide are seen and in what order.

(Right) Here you can see where I used this media technology to add videos from Youtube which allowed

to show different examples of comparing my music video to other

examples.

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For question two, I used my camera as the main media technology to film a discussion with one of Ellie’s fans about the ancillary products

and how she thought they linked to her star image and the music video.

The camera was vital in this process because it allowed me to create a record of the conversation/discussion.

This then allowed me to go on and edit the captured footage on Final Cut Pro to create a cleaner presentation of the discussion and cut the length of the original footage so its better for an audience to watch

and to present.

This shows how I used this technology to create different layers in final cut pro to show example of the on screen discussion about what they’re talking about. In this example, the interviewee talks about the news man in one of the teaser trailers so I wanted to add to this and create a visual representation of this as well as a visual one.

Text

again, this shows how I was able to add visual examples to my discussion for my discussion for the evaluation

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For question three, again, I used my camera to capture the audio for a voice over commentary.

This shows, using Final Cut Pro, how I was able to put the voice over playing over the Pale Flag song. It also shows how I was able to cut and take more control over where the pieces of commentary goes and how loud they can be played

This shows, by using Final Cut Pro, how I was able to manipulate the volume of the sound.In this example, I put the level of the Pale Flag music down to zero so I could concentrate more on the level on quality of the commentary voice.

(Above) This is the song pale flag after the voice over commentary but still wanted the song to be quieter so the voice over could be heard. So i kept the level of the song low

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For the final question, ‘How did you use media technologies in the research, planning, construction and evaluation stages?’, I wanted to present it as a power point that would include pictures, videos and

an explanation of the different evaluation points. By using a power point, this technology allowed me to paste pictures

that better emphasis my point.

(Left) Here you can see where this technology is allowing me to insert an image that is used to

better explain the point i’m trying to make within the

evaluation

Another technology I used while using Keynote was use the shapes tool to

draw my own shapes to highlight an example from a

picture. You can see an actual example of when I used this

on the far left