Poster

Digi-pak

Evaluation

'How did you use new media technology in the construction and research, planning and evaluation stages?
 Research
In the research stage we used http://en.wikipedia.org to inform us about our chosen genre punk rock. We had preconceived notions to what the genre entailed however; we wanted to view a detailed definition of the genre on a world wide website because it holds a global view. According to Wikipedia punk rock music is defined as the following:

From this definition I was able to discover when punk rock music was developed and where, giving me further understanding of the genre. Moreover, I found the use of Wikipedia as my first research source to be effective because it lead me into further exploration of the music genre on the website.  I began to research bands/artists of the music genre and found bands such as ‘The Ramones’, ‘Sex Pistols’ and ‘The Clash’ belonged to the punk rock music genre. To find the iconic bands previously mentioned belonged to our chosen music genre made me aware that we have successful role models to base the ‘Social Animal’ on.

Furthermore, I used the video-sharing site YouTube to research the codes and conventions of a punk rock music video. The video below is an example of a music video I have viewed

Using YouTube enabled me the opportunity to view a punk rock music video which I would not have seen played on current TV because it was released in 1979. From viewing the music video I was able to view the use of live instrumentation was significant in setting the tone of the video and it was a common convention of the genre.

Following on from this, I used http://www.unsigned.com to research current unsigned punk rock bands/artists and found the song ‘First Class Killer’ by All She Said. 

Overall, I found this site to be useful because I was able to view bands/artists on a national and global scale. From doing this I came to the realisation that the band that I wanted to create would have to potentially meet the needs and expectations of both national and global audiences because sites like unsigned.com offers the platform to do this. 

We decided to use iMovie to detail our research findings in the form of a documentary. (documentary found on blog)

iMovie was used because we believed it would be an effective way to communicate what we had found and learnt throughout the research process. iMovie enabled us to import video clips from YouTube and use editing features found on iMovie such as fade in and fade out simultaneously. The making of the documentary furthered my knowledge in how to use iMovie and the voice over feature. In the documentary I did the voice over and initially it was challenging to make sure my timing was correct but I overcame this in the end by shortening clips and reworking the script.

Planning

We initially used a SLR camera to capture images for the  music video storyboard however, some members of the group believed it would be easier to hand draw the storyboard. I found a template from www.google.co.uk because I wanted my template to look as professional as possible. The use of this website informed us there was a variety of storyboards which we could use and 3 different types was used in the end. The final view of the majority of the group was that using new technology would have been more efficient because I had to use the scanner to upload all of the individual storyboards onto the Macs and then email it to everyone on www.hotmail.co.uk. It could be considered hand drawn storyboards wasted time however; it reinforced to me the benefits of new technology such as efficiency.

To plan meeting times and to share media we used the social networking site www.facebook.com. Facebook was significant in the construction of all our products because we were able to input our individual ideas from various locations. Also, Facebook was used to contact cast members and this was useful because it at times it was my only form of contact for them.

Construction 

We used a JVC video camera to construct our music video we were able to film an array of shots such as long shots and medium shots with this. Using a video camera meant we were restricted to filming 90 minutes at a time so we had to make sure we used our shooting schedules to save time.  However, it could be said the video camera was a vital element in the construction of our music video because we were also able to use it to upload clips onto iMovie.

iMovie was used to edit the clips uploaded by the video camera, I have had previous experience of using iMovie in my first year However, when editing the music video I felt I discovered new ways to use iMovie. I experimented with image manipulation using an effect called ‘romance’ to highlight the female character as a love interest and the feedback from the group was positive so we decided to keep this effect. Due to it being met with a positive reaction this showed me that if editing is purposeful it can convey a sense of meaning. 

I downloaded images taken by a SLR camera via www.hotmail.co.uk onto Adobe Photoshop CS3 to create the poster and digi-pack. We used a SLR camera as opposed to a digital camera because it produces better quality images and the most professional equipment for image capture we could obtain. As a group we took turns taking photographs of the band and Catherine then emailed me the photographs for editing because I have previous Photoshop experience. I created the poster and digi-pak on Photoshop based on individual hand drawn mock ups. The mock-ups were useful to work from because everybody had inputted their ideas which lead to a specific format that we wanted to achieve. Photoshop was a useful programme to use because it allowed me to hide layers or add layers to change how I could use a product and it also offerered features such as the lasso tool which is not founded on programmes such as paint. In addition, I was also allowed to manipulate images using Photoshop for example; I converted the front image of the digi-pak to greyscale because it provided a contrast to the red title font and empashised the band were 'social' animals. Overall, the use of the greyscale was effective because it allowed us to explore how colour impacts our product.

Microsoft word was used to help format the photographs edited in Adobe Photoshop into a digi-pak layout. It was a good programme to use because it effectively made our product look like a real digi-pak however, when it was initially used it changed the settings of our photographs therefore a lot of time was spent making sure it was the right dimensions.

www.dafont.com was used because we didn’t want to be constricted to using a simple font found on Microsoft word. I downloaded the font used for the title on the digi-pak and poster for free and this allowed be to be creative with the font by replacing words with paw prints to symbolise the identity of the band.

Evaluation

I decided to upload a video of me discussing what I have learnt from audience feedback onto YouTube. I chose to use YouTube because I believe what I have learnt could be used for educational purposes on the global video-sharing site and it is also interactive. From the creation of the music video I have learnt how to gratify the uses and needs of an audience and according to my research into McQuail’s theory entertainment is an audience need. The research influenced me to use this need when creating my evaluation into audience feedback video.

In addition, I used www.xtranormal.com to create a text to speech animated clip to introduce each headings of the evaluation. I decided to use xtranormal because I have not used it before and I wanted to put a creative spin on everyday text. xtranormal allowed me to upload clips onto YouTube and from this I learnt I can share media from one site onto another.

Moreover, I have used blogger throughout all stages from research to evaluation. Blogger has been a very useful website because I have been able to create a blog and publish posts. Having an online blog allows me to access it from sixth form or home on any device such as my laptop or iPhone. The accessibility of the website highlighted to me the power of the internet and how it can be used to gain audiences in the form on ‘followers’. On Blogger I am able to view followers of blogs and also enable those in my group to view my blog in order to share media.

Evaluation

'In what ways do your media products use, develop or challengeforms and conventions of real media products?'
Research into punk rock genre found punk rock music video’s tends to be edgy and often feature anti-establishment lyrics or political lyrics. ’21 Guns’ by Greenday is an example of a music video which I viewed during the research stage which could be interpreted as a music video that incorporates a political message through lyrics. 

A 21 Gun salute is given to a fallen solider in the USA and the song could be a political statement about the casualties from the current war in Iraq. However, only a 1/3 of those asked in our audience research said they wanted our music video to feature anti-government or anti-society messages therefore we chose to challenge this convention.

 In our music video we do not include any references to government or society though lyrics and the message of our music video could be that the underdog always wins in the end. I feel the message in the music video meets the needs of our audience although, it challenges the conventions of real media products.

'

First class killer - song lyrics

I remember the words I was told as soon as I spoke of her

You better not she’s a first class killer She’ll take you down as I’m sure

My heart in chains (chains)

Just let the rain (just let the rain)

I couldn’t stop myself to say.                                (Full Lyrics found on Blog)

Furthermore, we used and developed the convention of black costume being worn by punk rock bands. In ‘Town Called Malice’ by The Jam dark costume is worn by the band 

however, in our product we decided to highlight the lead singer by not putting him in dark costume. This enabled the audience to identify with the roles within the band and also it did not sway too far from their expectations. Additionally, our research findings found according to psychographic segmentation our audience were aspirers and wanted to relate with the band so we chose to leave the remainder of the band in dark costume. Showing the band in dark costume allowed the audience to relate to the band because their identity appears to be viewed as a collective.

I found punk rock music video tend to feature straight cut edits in order to maintain a high pace and aid continuity for the audience. I think this editing technique is effective because it allows the audience to be closely involved in the music video. In ’21 Guns’ by Greenday at 0:18 seconds there is a straight cut from a mid-shot of the female character to a close up shot of the lead singer.

The use of this straight cut provides a contrast to the characters and situation highlighting the video is a performance narrative. In our music video we used straight cuts also to be influenced by our research, at 0:10 seconds there is a straight cut from a mid-shot of the band to a close up of the lead singer. The straight cut asserted to the audience he was the band leader and it aided continuity.

 It could also be suggested according to McQuails uses and gratifications theory the straight aided personal identity because the audience were able to relate to the band from shots used.

Furthermore, I found punk rock music posters tend to use black backgrounds. Here is an example of a punk rock band’s poster with use of a black background.

Here is our product

Black connotes mystery and I believe it is an effective colour to use raise audience interest. Our research findings show audience felt advertisements raised their interest in a product and I feel using a black background achieves this. Therefore, we chose to conform to the conventions of a punk rock poster.

Moreover, I have found representation plays an important role on a punk rock poster it enforces a message to the audience. 

This representation could be interpreted it plays on the dominant ideology of teenagers depicting them as ‘trouble’ due to the intimate embrace. Due to realisation of representation on posters we chose to challenge the dominant ideology of teenagers on our poster.

The use of the close up shots of the head show the band have nothing to hide and they are innocent and it also enables the audience to grasp a sense of personal identity. They are able to view themselves in the band members who are laid bare to the world.

Furthermore, our researching findings found audiences prefer to view the band/artist on the front cover of a digi-pak. 

From further research I found it is not a convention for a punk rock band/artist to feature on the cover of a digi-pak however, we decided to feature our band on our digi-pak. We believed it was significant to cater the needs of the audience because there our intended demographic and we want the product to appeal to them.

This is our finished digi-pak.

The band are looking directly towards the camera and punk rock artist Avril Lavinge is seen doing the same in her digi-pak, this draws the audience into the product.

Evaluation

                   

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

Overall, I feel we have created a successful promotional package for our 17-24 year old demographic. We have used utilised our findings from our audience research in order to create an effective combination of a main product (music video) and ancillary texts (poster/digi-pak).  

I looked at the promotional package for the punk rock band Green Day to view how they conformed or abstained from code and conventions within this genre.  I found there was the incorporation of a political message across the promotional package for example; in the poster there is a black and white mid-shot of the couple in an embrace, the use of colour to depict these young people suggests to the audience they are social outcasts in society. This highlights the dominant ideology that all ‘teenagers are trouble’ and this ideology could be reinforced by the UK summer riots in 2011. 

 Although, this dominant ideology is highlighted the target 17-24 demographic are able to gratify their need for personal identity due to incorporation of young people. The need for personal identity is a use and gratification according to media theorist McQuail who believes audience consume media to gratify a personal need and this may be to relate to the band/artist.

Furthermore, in our main product and ancillary texts we utilised the personal identity use and gratification to send the message that all teenagers are not trouble counter typing the dominant ideology.

The age group of our band reflected our 17-24 demographic, in order for the audience to identify with the band and buy into the promotional package marketed.  The poster and digi-pak included photographs of the band members looking directly into the camera enabling the audience to view the band members’ ages clearly and recognise them from the main product. We decided to allow our chosen demographic to view the band in this way because it provided a clear link from texts. Additionally, it promoted they are similar to our demographic and should be supported because of the likeliness in the form of personal identity.  Moreover, the inclusion of photographs of the band members looking directly into the camera in the ancillary texts enabled the audience to view the band as figures of innocence because they were essentially laid bare to the world and do not perpetuate the dominant ideology of ‘trouble’.

Furthermore, the countertype of dominant ideology of ‘trouble’ regarding the 17-24 demographic is further reinforced in the main product in the music video for ‘The Social Animal’. In the introduction there is a long shot of the band playing instruments in a collective enabling the audience to view their involvement is positive. The positivity which we conveyed goes against the stereotypes of teenagers and also links back to the positive portrayal of teenagers found in our ancillary texts.

In order to discover how effective the introduction of a music video was we asked an audience member from our target 17-24 demographic, whom commented our music video ‘captures the audience straight away from the introduction’. This comment shows we have gratified the audience need for personal identity effectively because they are able to relate to the band members. I believe this to be of importance because we have created the music video with this demographic in mind and wanted the demographic to relate to our product so they are encouraged to buy into them.

Furthermore, during the research process into punk rock ancillary texts I found the main colours to feature included colours such as red, black and green. I decided to ask the target demographic ‘what colours would you expect to see on a punk rock CD cover?’ to see if their needs and expectations fit into the codes and conventions of a generic punk rock ancillary text. The response indicated that black and red were the colours that met their expectations and from this we decided to use these colours on a digi-pak and poster. The colours used on both ancillary texts provide a link for the audience because they are able to associate this theme with the band ‘The Social Animal’. Additionally, the link provided allows the audience to buy into the band because they are shown to representatives of the punk rock genre by the colour themes used.

Moreover, in response to the colours used on the digi-pak an audience member said ‘I like how the red writing contrasts with the black and white photograph because it successfully makes us notice the name of the band’. This response shows our digi-pak successfully links to the theme found in the ancillary texts. It also highlights our target demographic are become aware of the ‘name of the band’ therefore, an interest is being raised in our product.

Following on from this, the main product and ancillary texts show the band members in dark clothing which is a code and convention of the punk rock genre. In the music video the guitarist is seen performing in a black jacket and on the digi-pak there is a photograph of the main band leader in a black jacket also.  The link between the main product and an ancillary text gratify the audience needs and expectations of personal identity because they are able to relate to someone who looks like them through their costume. Additionally, I believe the link between texts through costume is important because It helps the audience to view our package is connected and aids the audience to buy into our package.

Evaluation

                

'What have you learned from your audience feedback?'

Photographs show audience reviewing and giving product feeback  

Word processed document showing audience feedback for the music video

Word processed document showing audience feedback for the poster

Word processed document showing audience feedback for the digi-pak

Audience response for the music video

Audience response for the poster

 

Audience response for the digi-pak