How did you use new media technologies in the construction and research, planning and evaluation stages?
We also used it on our digipak, for some of the same purposes. Narrative enigma wasn't used in our digipak, as it needed to advertise the groups comeback, but we still included it so that the fans could visit the other pages as a link and whole but the digipak can also have access to a quick and easy link to our Twitter, to find out about the groups comeback and to see what else may have been happening.
Here is a short clip demonstrating how our QR code works. Poppy is scanning the code using her smartphone, and it instantly comes up with a link to the MKTP Productions Twitter page. As mentioned previously, the increase in digitisation has allowed smartphones to cope with this kind of technology, and in our increasingly materialistic society, a wide number of people are using smart phones, making our QR code available to a mass market.
Although we didn't actually carry this through into our new and final production for 'It's OK - Atomic Kitten', we still feel that by initially doing this, we have added to the audience interaction element of our production as a whole, and got an over all video which we could see would work if it had gone global and worked. On our target audiences, it has the effect of intriguing them and making them feel as though they want to watch the video repeatedly, perhaps to learn the dance, and become involved in the process of production. This makes it a lot more popular which is what we want as well as everyone getting involved.This is important as it creates a connection and relationship between the audience and ourselves, and so it makes them feel as though they have a say, and can easily influence our decisions.
By doing this, we have increased our use of technology by creating extra videos on Final Cut Pro X, whilst also nicely linking the 3 texts together. If the video intrigues and involves the audience, then they will be more likely to want to research our production to discover more information about the viral video and to enjoy the digipak and mag ads, as well as learning about how we have progressed and the stages at which we're at in the production and what this has lead on our final idea to be .
Research and Planning
QR Code
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| Our QR code |
One of the major features which we used on our digipak and mag ads was a QR code. We used it on our teaser mag ads especially, as we wanted to anchor the use of Barthes' concept of narrative enigma. The use of the QR code and the lack of writing intrigues the audience more, making them more likely to want to scan the code to discover what the ad is actually advertising. It also targets our audience as this technology is used more and more within the younger generation being brought up with the idea.It provides an interactive link to our groups Twitter page, which was achievable through the development of digitisation. Having it link straight to our Twitter page keeps our fans and target audiences updated on our progress, whilst also proving links to our other texts for them to explore.
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| our twitter page |
We also used it on our digipak, for some of the same purposes. Narrative enigma wasn't used in our digipak, as it needed to advertise the groups comeback, but we still included it so that the fans could visit the other pages as a link and whole but the digipak can also have access to a quick and easy link to our Twitter, to find out about the groups comeback and to see what else may have been happening.
Here is a short clip demonstrating how our QR code works. Poppy is scanning the code using her smartphone, and it instantly comes up with a link to the MKTP Productions Twitter page. As mentioned previously, the increase in digitisation has allowed smartphones to cope with this kind of technology, and in our increasingly materialistic society, a wide number of people are using smart phones, making our QR code available to a mass market.
QR Code and Viral Video
Viral Video
For our original production track 'When I Grow Up by The Pussycat Dolls', we developed the idea of a viral video, to increase and improve our audience interaction. Here is our promotional viral video below:
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| Us choreographing a dance routine for the PCD video |
The viral video idea was to use the basic dance (choreographed by ourselves) to get fans to perform and dance there woen dance or ours to the song. The fans could send there vids in from social media making it global. It was also an idea to get them to send in videos of themselves singing to the song. This idea gave us a platform for creating a fan-based video using the footage which fans could send in this meant we needed to keep it simple to fans could copy an effective dance and aspire to be us the pussycat dolls.
In relation to the user generated content, we can argue that we reflected the web 2.0 theory by doing this. This theory states that the web is increasingly becoming user-generated as audiences can now easily contribute to the production of texts as a result of digitisation. Tim O’Reilly coined the term web 2.0 to denote the interactive nature of the web, after its early years as a traditional platform for publishers of content. The likes of David Gauntlett and Dan Gillmor have proclaimed “the end of audience” and “the former audience”, arguing that the traditional divide between audience and producer is disappearing, due to what Henry Jenkins labelled convergence. Jenkins also wrote about the shift to a ‘participatory culture’, and we sought to reflect and exploit such thinking with the inclusion of a QR code in our ad campaign. We had created a viral-style video for our PCD production, and our company Twitter invited fans to replicate this and send in their own filmed efforts for sharing with other fans. Brigid Cherry has written about how the web has enabled fan communities to expand upon official releases with their own creations, what have been dubbed ‘user-generated content’ or fan-made videos, and we sought to develop a relationship with, and excitement within, our audience through encouraging and promoting such material.
We feel that the idea of getting fans to send in videos of themselves dancing to the same song allowed our target audiences to become involved and engaged , particularly with the primary audience, makes them want to watch other videos and listen to other Pussycat Dolls tracks this also meant we could target the younger age group of our audience stronger as social media is being used more and more this was very important.
We feel that the idea of getting fans to send in videos of themselves dancing to the same song allowed our target audiences to become involved and engaged , particularly with the primary audience, makes them want to watch other videos and listen to other Pussycat Dolls tracks this also meant we could target the younger age group of our audience stronger as social media is being used more and more this was very important.
Although we didn't actually carry this through into our new and final production for 'It's OK - Atomic Kitten', we still feel that by initially doing this, we have added to the audience interaction element of our production as a whole, and got an over all video which we could see would work if it had gone global and worked. On our target audiences, it has the effect of intriguing them and making them feel as though they want to watch the video repeatedly, perhaps to learn the dance, and become involved in the process of production. This makes it a lot more popular which is what we want as well as everyone getting involved.This is important as it creates a connection and relationship between the audience and ourselves, and so it makes them feel as though they have a say, and can easily influence our decisions.
By doing this, we have increased our use of technology by creating extra videos on Final Cut Pro X, whilst also nicely linking the 3 texts together. If the video intrigues and involves the audience, then they will be more likely to want to research our production to discover more information about the viral video and to enjoy the digipak and mag ads, as well as learning about how we have progressed and the stages at which we're at in the production and what this has lead on our final idea to be .
Research and Planning
Blogger
To display our research, planning and development we used the website blogger to create a blog, to then upload posts displaying this progression. Blogger can be used to embed videos, audio and images, making it very interactive along side our text and a great way of visually representing our ideas and research.
We were able to easily link other websites and by creating links lists it makes the blog dynamic and simple to use and search. The tools to change the layout are straight forward as well as creating a text post, which takes seconds to do. The website blogger reflects the concept of Web 2.0 as it really helps the user collaborate and interact, this is interaction is displayed directly through the comment section on the website, which can give us instant feedback and constructive criticism on our work. As it is a blog we created it ourselves it is completely user generated, and we can display work to our target audience exactly what we want
them to see. We also used other blogs for research purposes as they are so easily accessible such as igs media studies and previous work.
YouTube
Throughout our research and planning we used YouTube in a number of different ways. We used it to upload rough cuts, sample footage and vodcasts also to edit .which we can then embed straight to our blogs. YouTube is also very useful for research, especially music videos and their conventions as well as the past videos from our artist. As it is such a big website it is likely to have video content for whatever you are looking for, making it useful for a large proportion of people which people are now depending on. Again this in an interactive website, with an active comment section creating another opportunity for audience feedback.
Divshare
Divshare is a website used for uploading files online so it is in the right format to be used and presented online. We found this website very useful as we can then embed the documents we uploaded onto Divshare directly to our blogs. It can be used for audio, word documents, images, videos and many other kinds of document, but we specifically used it for audio and word documents. The way the final effect looks on blogger is neat and professional. It isn't overcomplicated and is easy to use on blogger, however we found the uploading process onto Divshare can be more difficult for audio documents in particular so often we opted to use a website called podomatic instead.
Podomatic
Fan forums and websites
We used fan forums and websites to further research our artist and their fan base. From this we learnt exactly what the audience want and how they like the band to be portrayed. We also used these fan forums to display rough cuts and any ideas we have. This is very useful to us as we get feedback direct from out target audience and from people we know inspire to be like the atomic kittens and the success of our video for that band. Websites such as fan pop, allow you to search a band and then see every fan profile created on the website. There are also specific fan forum sites for atomic kitten with an active comment system for us to post ideas, links and videos for feedback.
Gmail
We used it for contacting the record label to ask for rights to use the audio of their track in the video. We also used it as for contacting our cast in a professional and direct way. Gmail is also connected to our google account, and as blogger is owned by the conglomerate google, these websites being connected meant 1 simple account could be used throughout the research and planning process.We also used it to send some files within our group.
Facebook
To contact and talk amongst our production group we used the social networking site Facebook. We only used Facebook to communicate through the production group as we felt it would be too unprofessional to contact cast in this way.
Instagram
We used Instagram as a way of posting pictures and updating people on our progress. Again this is a very interactive website as you are able to like a comment on pictures, hopefully expanding our target audience and the people interested in following our progress. We have posted pictures of us editing and behind the scenes of filming. You Can also add tags to the pictures, making them easier to find when searching in general. By posting teaser pictures of our work we are also building up the audience for the expected release of the video. Instagram is a good way of keeping the fan base always connected to our progress as Instagram is constantly used globally and used more and more by many everyday.
Twitter
Twitter is a social networking website which we found useful when getting audience feedback and promoting our production company. By writing short tweets we can quickly get messages out and add tags to our work, making us easier to find and track. Magazine websites
We used magazine websites to search for previous magazine ads that atomic kitten had had and to research the type of publishers we would want our magazine ad to be in, such as teen magazines like now and look. We also searched the publication website for figures of their sales to certain ages to help anchor the audiences that they mostly have to make sure we choose the right publications for the audience that ad is trying to grab the attention of. Construction and Exhibition
HD camera
To film our music video and to take pictures for our magazine and digipak we used an HD camera. We used the canon LEGRIA HF R36. We used an HD camera to get the best quality footage possible. A lot of HD cameras are reasonably priced, making them accessible to a wide range of people than previous technology would have allowed before digitisation.
USBs and HD cards
We USBs to transfer work from our home computers the ones which we edit on at school. We used a 32Gb one to ensure we had the maximum amount of storage necessary. We used am SD card to Save the footage from the camera instead of using the inbuilt memory. We did this to make the process of moving the footage to the editing software much simpler and quicker.
Final Cut Pro x
The editing software Final Cut Pro x has a huge range of effects and editing tools to make our video look as professional and effective as possible. We used a range of these effects, especially basic tools such as blade yet also more complicate techniques such as layering. From lighting to cropping Final Cut Pro is very good software and that's why a lot of big film makers are starting to use this.it is also very professional and used widely in the industry by film makers. We have been using final cut for 2 years now, and over this time our skills have really developed and we are now pretty knowledgable on the main tools. However, as final cut pro is such vast software we often came across techniques we wanted to achieve but didn't know how. To over come this we googled and searched on YouTube as a lot of final cut experts post videos and help blogs about how to work simple and much more difficult effects.
Adobe Photoshop
We used adobe photoshop when creating our Digipak and Magazine Advertisements. As adobe is very professional software I struggled to use and understand it and the amount of tools I used was quite limited compared to the vast things adobe can help you create. i had some knowledge from working on it previously however this was still a big challenge.Through searching the internet and asking more knowledgeable class mates I slowely learnt how to use it more effectively and edit pictures effectively adding text, layering and effects to a good standard.
We used adobe photoshop when creating our Digipak and Magazine Advertisements. As adobe is very professional software I struggled to use and understand it and the amount of tools I used was quite limited compared to the vast things adobe can help you create. i had some knowledge from working on it previously however this was still a big challenge.Through searching the internet and asking more knowledgeable class mates I slowely learnt how to use it more effectively and edit pictures effectively adding text, layering and effects to a good standard.
YouTube
We again used YouTube in the production and exhibition part of our coursework. We displayed our videos her and uploaded them to blogger. You can also export videos on to YouTube straight from Final Cut Pro to YouTube, saving a lot of time. YouTube also has an extremely large demographic, and a large population of people frequently watch and upload it, this broadens are potential audience and feedback we may get. The theorist John McMuria did analysis of content on YouTube and revealed that minorities were grossly under-represented and that the most heavily viewed videos on YouTube tend to be white middle class males. Because of this information, this is why we chose to also display our rough cuts on twitter and fan forums and websites, to make sure that our demographic was definitely being targeted.this allowed us to target more social groups and audiences.
Evaluation
Blogger
Not only in the research, planning, production and exhibition, we also used blogger in the evaluation. We used it to find the previous research we have done, to help anchor the points we make in the evaluation questions. We also will post our evaluation to be presented on blogger, along with all our other work making our blogs represent everything we have done.
Final Cut Pro
We again used Final Cut Pro to edit our evaluation videos to make them look professional and to add clear titles and pictures and videos to anchor our points. Final Cut Pro has an in built audio record tool, making it very simple to record the voice over to our evaluation this was very easy to use and very quick.
VLC Media Player
When making our evaluation videos we wanted to include short clips from our rough cuts and final cuts, especially to show any progression or things we have changed due to audience feedback. VLC became very useful for this as when viewing a video on this media player you can record small parts of this and it will become exported as a separate clip for us to then drop into final cut when editing all the visual examples and audio.
Screen Capture
Screen capture is a downloadable device making it extremely easy to screenshot your computer screen, or a particular region open on it. This was vital in the evaluation stage of our coursework as we needed to extensively back up the points we are making on our video and research. As we developed our research we took screenshots along the way so when it came to the evaluation we could use these screenshots to save a lot of time.
Prezi
To add an alternative visual element to our evaluation questions, we used the online presentation website 'Prezi'. This website allows you to create an interactive presentation, set out in a way which you choose, with as many points as you like. You can then create a path, which follows the text in a chronological order. Once you have created an account, you can create as many presentations as you wish, and they are relatively simple to navigate. We only used this website for a section in Question 1 however, as it can be fairly time consuming, and if there is too much text in one presentation, creating the presentation can become complicated. Despite this, it provided an extra technology for us to use which overall proved to work very well.it was hard to understand at first but it got easier as we became more comfortable with it.
web 2.0
Tim O’Reilly coined the term web 2.0 to denote the interactive nature of the web, after its early years as a traditional platform for publishers of content. The likes of David Gauntlett and Dan Gillmor have proclaimed “the end of audience” and “the former audience”, arguing that the traditional divide between audience and producer is disappearing, due to what Henry Jenkins labelled convergence. Jenkins also wrote about the shift to a ‘participatory culture’, and we sought to reflect and exploit such thinking with the inclusion of a QR code in our ad campaign. We had created a viral-style video for our PCD production, and our company Twitter invited fans to replicate this and send in their own filmed efforts for sharing with other fans. Brigid Cherry has written about how the web has enabled fan communities to expand upon official releases with their own creations, what have been dubbed ‘user-generated content’ or fan-made videos, and we sought to develop a relationship with, and excitement within, our audience through encouraging and promoting such material.
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