Thursday, 13 March 2014
Wednesday, 12 March 2014
Evaluation Task 4: Director's Commentary
This is our director's commentary, a presentation of how we used digital technologies in our process and how we made creative decisions throughout the production of the video.
Evaluation Task 4 Summary
By using digital technologies and by taking advantage of technological convergence, I have produced three products as part of a successful indie rock music campaign. Using Final Cut Pro, digital cameras and the song 'Flawless', downloaded from the internet, amongst other semi-professional media equipment, I have become a prosumer - creating media products to a near professional standard.
After the production of my products, I was able to share them and gain feedback from a relatively widespread audience on the free online broadcast platform, Youtube. I was able to delve into this research deeper by using Survey Monkey, a free online survey creation site, which allowed me to send surveys out to an unlimited amount of people. These interactive tools were essential in tweaking my products.
These skills in convergent technology enabled me to not only gain experience in my use of it, but also to become a prosumer. I now have a much greater understanding of media in the online age.
Media theorist Henry Jenkins was particularly interested in 'participatory culture'. I have proved this theory of online participation not only by creating my products, but by having other people respond to my user generated content online. By developing, subverting and conforming to media conventions, I have been active in producing my own media content and connected with other prosumers.
A summarising quote from Henry Jenkins:
“Fandom, after all, is born of a balance between fascination and frustration: if media content didn't fascinate us, there would be no desire to engage with it; but if it didn't frustrate us on some level, there would be no drive to rewrite or remake it.”
Tuesday, 25 February 2014
Thursday, 6 February 2014
Use of Digital Technology: Post-Production
We used online technology to gain important audience feedback and information. Youtube detected where people were watching our video and on what devices, while SurveyMonkey collected responses from audience members and automatically made graphs to categorise and explain the data. Facebook was a good tool to advertise our video with, as we could share the link with thousands of 'friends', many of whom were the target audience, in one click. Twitter made this possible as well, sending the video link out to even more people. Microsoft Outlook, or our school email, let us get a very specific sample to test our product, as we could contact them directly and capture their individual attention. We contacted them privately and directly to invite them to our focus group. All of this feedback helped us edit and update our final products afterwards, particularly the CD Digipak.
Of course, it was essential to go back and proof-read our website on WIX to see if there was any room for improvement. We also needed to go back into Tumblr to update our feed with photos of the shoot day to make it a more personal experience for the audience members using the Tumblr page.
I used a Flip video camera and an iPhone camera to record reactions from our focus group and individual interviews so that I could upload the videos to my blog and use the feedback to improve my products.
Our music video could not have been achieved without the use of software. After cutting the video in Final Cut Pro, we used After Effects to make the border and logo in our video. On Final Cut Pro, we made the video black and white with the de-saturating tool. This made the video fit into our campaign. After receiving feedback on the CD Digipak saying that it was not the right size and also that they did not like the fact that there was no spine, I updated it in Photoshop. In Soundtrack Pro, I edited the song to be shorter and fit within the three minute length of the video.
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