Evaluation: Part Four

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

Software Used for Main Media Product (Music Video) : Final Cut Pro

Software Used for Ancillary Text: Adobe Photoshop

Other Technologies: Digital Camera & Recording Camera

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The construction of the groups Music Video involved a lot of filming, re-filming and location. We used the camera in many different ways:

• hand held
• on the tri-pod
• left it on for hours and hours to capture the sky and the movement of the clouds
• hid the camera when we wanted to capture footage of something which may have required neutrality

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1) applying influences

here is the way in which we manipulated Bob Dylan's, Subterranean Homesick Blues music Video with our own. This theme continued with another card: "Be the Change" and "Unity Makes Strength" We managed to play around with the contrast of the footage in order to highlight the red within the card.

These two photographs were taken by an ordinary digital camera and uploaded onto Photoshop. On Photoshop I managed to silhouette these two characters out so that they fit well with the concept of the 'faceless society' within my album. The two colours I chose were red and white as it was going against a black background.

<- This shot at Piccadilly Circus allowed us to manipulate the advertisements of great consumerism to fit our own message. By taking out the existing advertisement and replacing it with the face of a band member miming the lyrics to the song, it was successful in creating an ironic paradox. This editing technique pushed the tools of FinalCutPro to its top potential as it is evident of great skill and manages to keep the engagement of the audience constant as it is unique and detailed.  

Evaluation: Part Three

Question: What have you learned from your audience Feedback?

We were met with criticism at the first screening of the music video. It was far too repetitive and did not meet up to the full potential it could have done so. For example, rather than using the editing software in order to create impressive effects, the repetition of people walking fast resulted in an illusion of just a meaningless film. Therefore, bearing all this in mind, a plan to changing this flaw had to be done.

What was done

• The use of the colour red was increased: we added more cards, texts and red with water to make stronger the theme we had which was initially the colour red
• More footage of band members were required, therefore, adding more footage as well as combining it with the colour red was possible
• The music video had been introduced with signs/cards inspired from the Bob Dylan - Subterranean Blues video but was not worked on, therefore, we created more places within the film to include these in
• A few shots of an unsteady camera were seen which made the video seem rushed and incomplete - these shots were removed and smoothed either through re-shooting or replacement
• Constant fast-forwarded footage bewildered the audience - whilst watching they are both trying to: listen, keep up, understand and also pinpoint themselves within the video due to the questions asked
• Including a lot of people and neutral tones of colour, again showed that the music video was highly abstract and was not concerned with the appearance of the people - the representation of the insignificance of representation

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In order to push the use of Media to its full potential and to receive the most objective views in regard to my creation, I uploaded the music video on to a social networking and broadcasting website (YouTube, Facebook) Though it can be criticized that I had only allowed my ancillary text to be viewed on a website containing my peers, it cannot go unnoticed that I asked them to share it with other people and to criticize any flaws they felt needed correcting. However, the use of people with similar interests as I hold meant that I received a generally positive attitude towards my work from the audience I had intended and aimed to target.

Uploading the music video onto YouTube allowed our main product to be distributed into a mainstream audience and thus showed the rest of the world our efforts. However, it did not receive as much interaction with the wider society as I had hoped so. (The Facebook page seemed the better option, even though it could be critiqued as subjective)

Evaluation: Part Two

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

1) FONT

[ancillary text]

[main product]

^^

I have managed to use the same font theme for both of my tasks which provides a foundational similarity between the two, establishing a definite meaning for the band - Ataraxia - itself. The font I used was Soviet, therefore, it met the constant emphasis on the whole 'rebellious' nature as it is the historically well known font.

2) LOCATION

[main product]

I specifically went out to the most urban parts of the city in order to represent to the audience the location of the band and in order to highlight that aura of anarchy they had within them. The high levels of graffiti highlight: youth, expression and freedom. This was represented in my ancillary text through the background of the abstract piece:

[ancillary text]

When looking in detail, it is possible to see that there are high rise buildings in the piece of drawing I had done. This represents the city and through the whole hand-drawn feel to it represents a tone of Graffiti. Thus; a tone of freedom, expression and youth.

3) FACELESS

[main product]

The full face of none of the characters in our videos is exposed. This is just one example <-- Like the Ancillary text, the individuals lips are red - adding to the use of red throughout the video. No stereotypes, prejudices or judgmental comments can be made as no sign of the way the character is dressed etc... is shown. It is plain and simple and yet, matches the Ancillary text well.

[ancillary text]

The name of the band is written near the bottom half of the face of the faceless character. Like the character illustrating on behalf of the music video, it is possible to see that: there is no room for false interpretation of the character. No audience can criticize the way he/she is dressed/represented. They are plain, natural and are not trying to please their audience in a materialistic way but purely for their art and music.

here are some more still frames/excerpts to show th concept of a 'faceless' society

It is possible to extract a clear similarity, whether it is the tone of red, the 'faceless society', or the urban location of the filming. When combining the two products together, it is effective as it gives the audience a direct portrayal of the band and does not in any way try to influence them, in other words, it works well to match an already 'influenced' audience. The promotional package I created and the constructed music video is there not to be 'liked' or 'attracted to' but merely: appreciated and understood.

Evaluation: Part One, 2

Question: In what ways does you media product use, develop or challenge forms of real media product?

How this was achieved

• The dominant use of black

When analyzing Rock genres, I came across dark tones constantly. It cannot be denied that: the eyes of rock listeners are used to darker shades, in comparison to a pop listener who prefers tones more illuminated. As a media student, realizing the importance of a targeted audience and accepting the generalization to which I needed to work towards, the colour scheme which I worked upon remained with a black background and a hard tone of red complimented with white. This allowed me to construct a relevant promotional package attracting listeners of the stereotypical rock genre. However, the underlying political tone of the band narrowed down the targeted audience and was represented through the visual elements.

I created an abstract piece containing:

• A hammer & sickle with a strong fist - highlighting the rebellious nature of the band,
• Side profile of an unknown genre - gave me the opportunity to use the tone red and also highlight that the band had no specific gender stereotypes and was open to both male/female
• Urban City Life - giving a clear portrayal of the location of the band
• Ying-Yang - adding a notion of philosophical meaning to the band as it represents good/evil (the dystopia we live in against a utopia we (the band) dream and aim to achieve through their music)

Through the incorporation of all that stated, I managed to develop media conventions and led to the engagement of my target audience with my produced product.

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In regard to my Music video, media conventions were used through:

Experimented Cinematography

• The editing did not take the form of 'continuity' and therefore, defied the laws of a 'structured' music video. When analyzing other rock music videos, it was in fact highly noted that a lot of narrative and structure was present. The absence of a specific structure caused the forms of traditional media to be challenged.
• Disorganized use of effects such as 'overlapping' the scenes and the use of red also challenged the 'neat' mediated videos that individuals are familiar to. (i have put into chronological order a sequence from the video in order to illustrate the montage edit of the music video which continues in a similar way.)

this is the first sequence of my music video. it does not follow a certain narrative, nor does it have a structured way of expressing itself; the structure of it is being un-structured and without narrative.
it worked well as it met the genre of the music along with the reputation of the band. the constant change in location confirms the narrative side to the music video as nothing is solid and constantly changes. 

Evaluation: Part One, 1

Question: In what ways does you media product use, develop or challenge forms of real media product?

It is important to note firstly, that the music video and promotional package I constructed were of an Alternative Rock genre. In regard to the ancillary task completed, many of its aspects met the forms and conventions of a stereotypical, rock-band.

a typical alternative rock video:

the alternative rock video above uses visual mediatic elements in order to create an underlying tone of humor. this is one

generalization of alternative rock: chilled out, immature, not concerned with society's problems,

fun, and against the dystopia we live in. In other words, it's an expression of escapism. In the music

video I constructed, the aim was to go against these generalizations of media and challenge them

into: seriousness, criticism and concerned with society and the music made through its

anti-establishment tone.

Finished Final

• Silhouette of Sam and Alissa (two of my classmates) I took their normal photographs originally but then Photoshop-ed them into red/white to fit the ongoing colour theme
• I have used vectors and another section of my drawing - played around with the contrast of colours etc...
• I have also used writing - this I was inspired by Radiohead to do as they also have a similar theme in one of their posters. It is a poem by the poet: Nazim Hikmet Ran who talks about freedom
• The YingYang I have used is also faceless which resembles the 'faceless' in my title. The good/evil of society
• Kept to my idea of birds, I still included them: the Corner of my album cover is to give it an urban feel as well

Finished Front/Back Cover

Here is the front/back cover of my DVD Album.

• I have kept to the black/red/white theme which is consistent throughout my ancillary task
• The use of birds was an option which came to me later in my desperate for inspiration days as I related them to liberation from the society which opposes them
• The branches I have used also exhibit a hidden meaning: "those birds who escape the oppressive society seek the privacy of a contempt life in the trees, hence building their nests up there"... - I could have used fishes as well as they also are far away from the human society but it would be absurd to relate fishes to human beings
• I have tried to incorporate certain sections of the abstract piece drawn as it will bring the whole ancillary task together: such as the mouth and nose of the character in the drawing
• I have also used branches which I originally took photographs of myself but then later decided to silhouette them into red on Photoshop, therefore, I have also gained the knowledge to manipulate photographs to fit my needs and demands!