Reconstruction of a Media Text - Production Plan

We intend to stick by the production plan as it ensures we have enough time to successfully shoot and edit the chosen sequence of the music video. We have decided to shoot the relevant sequence quite early into the video production as the editing will take the majority of the time to accurately reconstruct the video. Here is the following production plan we have created to manage our time properly:

Filming and Editing production plan in detail

We decided the most appropriate time to film the shots from the music video would be during our timetabled media lesson. The location involved the grounds at the back of the college building which assembles a forest like appearance, perfect for the setting we wanted to use. We will shoot the appropriate shots involving this setting on 03/10/12 at 9:00 am. Although people are appointed for certain roles during the reconstruction of this text we thought it would be best if all members of the group would be present during the filming to contribute different ideas and help out. Myself, Claudia and Tasha will be filming the shots and directing Olivia in making her feel comfortable with what she is supposed to do. The second stage of our filming is going to be done on 02/10/12 at 2:00 pm again during lesson time. This time the shots will be staged in the green filming room in the media department to capture the appropriate image connoting a dark and misty atmosphere. The props we intend to use include Studio lamps and torches to make our video as similar to the actual music video as possible. The cast is solely Olivia and the Camera operators will be Claudia, Tasha and myself again although all members of the group will be present at the time of shooting. Our final piece of shooting will take place In a specific area of the college grounds; the pond. This is to basically gain 2 seconds  of the music video which is briefly introduced during the first minute of the music video. We will do this final piece of filming on 10/10/12 at 9:15 am and the same roles will apply from previous filming periods. The editing part of the production plan will be continuously added too during the 2 weeks we have to complete this project giving every member something to contribute to the finished product (Although Megan and Ella will be mainly making the decisions and focusing on its production during their free time). 

Brief Summary of Plan

Filming In the Woods
Date: 03/10/12
Time: 9:00am
Cast: Olivia.
Camera: Amy, Claudia, Tasha.
Location: College Grounds.
Props: Trench coat.

Filming Pond Shots
Date: 10/10/12
Time: 9:15 am
Cast: Olivia
Camera: Amy, Claudia, Tasha.
Location: College grounds (Pond)
Props: Trench coat.

Green Room Filming
Date: 02/10/12
Time: 2:00pm
Camera: Tasha, Amy.
Location: College Green Room.
Props: Studio Lamps, torch.

Editing the Video
Date: Lesson time/continuously during the week.
Location: Editing Suites.

Deconstruction and Reconstruction of a Media Text

Cast Members and their Jobs
Amy Wright - Camera
Claudia Parker - Producer  http://www.claudiaa2media.blogspot.co.uk/ 
Meg Hackford - Editing
Ella Beech - Editing
Tasha Ullah - Director  http://www.a2natashaullah.blogspot.co.uk/ 
Liv Bucknall - Camera

The title of the song we have decided to re shoot and edit is Shelter by Birdy. The song follows the Indie-Pop genre and uses interesting camera techniques to show the mood of the song. We chose to create this storyboard as we felt it would be more useful and appropriate to concentrate on the realism of our constructed video therefore we chose a video which presented shots we could recreate.The woodland setting of the video and use of dark lighting connote a miserable and dark tone to the video which is very effective as it follows the lyrics of the song. Another important aspect of the music video we have to correctly shoot is the use of slow motion in the video. We will have to video shoot our model in a fast sequence allowing us to then make the period slow using the editing suites. This effect will be challenging and difficult to create therefore may take longer time than shown on the production plan.

Birdy - Shelter

Skills Development Essay

My foundation portfolio consisted of the creation of my college magazine front cover (as a preliminary task) continuing to my main coursework to design and create a music magazine following the appropriate codes and conventions. During the AS course I have developed many skills acquired during the academic year which not only involve making the final product itself, but also the use of certain programmes (eg Photoshop and BlogSpot), research skills,  presenting my work and finally the creative aspect of creating mood boards and alternative drafts to decide on an idea which is strong.

At the start of the AS media the main relevant knowledge I had was my individual organisation skills. This was very beneficial for my research and planning as it meant different parts of my work were accessible to the examiner.  The planning and research stages for my music magazine was fairly similar to that of my college front cover therefore in the first few months I had already gained relative experience regarding the appropriate layout and the most suitable way to write up my findings.  By having my work organised on blogger it meant not only was the work easily available to the examiner but also I could edit and refine certain posts which needed extra work to gain a higher grade.

Personally I would say digital technology was the most difficult skill area to advance as it involved using physical equipment to take my photographs and then managing Photoshop correctly by using specific features to edit my images. I did have experience taking photographs from out of college and social activities; however during my music magazine it was difficult to take shots containing the correct mise-en-scene and making sure the image quality was clear and good. I think my skills in this specific area will develop more during my A2 course as the more familiar you become with the target audience the more ideas I will have in terms of mise-en-scene and also the setting and lighting of my video. Another aspect of digital technology in which my skills have greatly developed is the use of the edit programme Photoshop. I had no previous experience with this software which was noticeable during the first months of using the programme. During my preliminary task I mainly concentrated on using the basic forms of tools including: crop, blur, image adjustments and quick selection. My skills then further advanced when producing my music magazine from creating many drafts each featuring different images which had to be edited. This practise made me more confident with Photoshop and allowed me to use more advanced tools eg changing the features of the model by using Gaussian Blur tool to give the skin a smooth appearance.

When considering my skills involving Creativity it’s fair to say my ability in this area was very limited before AS media. Personally this skill has developed through recreating many drafts during my preliminary and music magazine which gave me a more conventionally accurate products after each change. I do not have the initial creative skill to think of an idea or concept meaning I have to undertake lots of research and create mood boards ect to give me inspiration. Therefore I could argue my skills have not particularly improved in creativity as a whole however the past year has given me the opportunity to realise the amount of independent research I need to undertake to create a product with a good idea.

I also had to use and analyse conventions from real media texts, this included work for both my exam preparation and foundation portfolio. For the research of my music magazine I had to analyse 3 front covers, 3 contents pages and 3 double page spreads to gain an understanding of conventions was used and what effect they had.  This interlinks with creativity as a skill as it is also part of the research and planning stages and gave me inspiration for my own product. When creating any media text during my AS course it was important to follow the codes and conventions so the audience could understand the genre/theme of my music magazine. For example my music magazine followed the Indie genre and for that reason I made the text bold and unique and put in place appropriate mise-en-scene as this is conventional.

Specifically studying the conventions of a music magazine in detail helped me learn that some conventions can be dynamic. My skills developed in terms of learning the terminology including typical conventions of specific texts. For example terms such as: Connotate, Intertextual references and psychographics and demographics. Prior to my media course I had no understanding of these terms however over the course of my production work my terminology knowledge has advanced which is very useful for my A2 course.

To conclude the amount of work and effort I put into media studies during my foundation portfolio has meant my skills have greatly advanced which is very useful for A2. The skills development in terms of digital technology has improved the most as it has meant learning how to operate new equipment and programmes which has taken much practise. Also the learning the terminology and conventions of specific media texts has been challenging due to the amount of work this actually involved in terms of research and planning.

Textual Analysis 1

Artist: Miley Cyrus
Song: When I Look At You
Genre: Pop
Structure: Performance
Director: Adam Shankman

This music video allows the audience to experience an alternate style of Miley Cyrus' typical tone of music (usually an upbeat tone). The structure mainly takes the form of a performance with the artist using visual musical equipment such as a piano, however aspects of narrative are also included to add a basis to the video giving the audience a story to follow relating to the lyrics. The video follows a similar theme to which I am considering; heartbreak and love. The artist is singing about her the man of her dreams and the characteristics he has which have lead to her falling in love with him. The music video follows a very poetic tone adding to the slow and caring nature of the lyrics directly relating the song with the narrative chosen. The continuous shots of the couple together are very effective as many locations are used showing how in love the couple are and all of the amazing times they have shared together.

I particularly liked the use of long and medium shots of the couple together showing their close emotional nature. I consider this approach to be a simple way to allow the audience to connect with the narrative as they can visually see the love the couple shared. Also during the second half of the song during which the artist becomes much more passionate towards the lyrics of the song- there is a predominant use low angle shots allowing the artist to appear as strong. Relating with the low angle shots, the video also widely uses focus shots during the start of the narrative possibly connoting the confusion of the artist about the man she has fallen in love with. It is very possible that the use of focus resembles her mind changing regarding her personal situation as her views could be continuously changing.

Miley Cyrus is represented as a typical female during the video- obsessed with contemplating her different options and finding the right man. Soft transitions used between the shots such as dissolve and fade outs connote her kind nature and the innocence of her character during the partial narrative structure. This immediately makes the audience to sympathise with the artist as she has been promoted as the main protagonist. Meanwhile close up shots are used throughout the video of Miley clearly framing her facial expressions connoting the pain and upset she is feeling when singing to meaningful lyrics.

The combination of the different locations used (beach, forest, lake, meadow) adds the natural and simplistic feature of the performance. This is used to enhance the ideology of the loss of her relationship as the audience can visually realise that the artist does think about her lover all the time no matter where the location may be situated. The locations all contain a natural and beautiful tone which connotes how pure her intentions and feelings are towards the man of her dreams.

Cross cutting is another editing technique which has been used during the music video which connects the 2 characters together showing both their feelings, giving the audience to opportunity to witness how both characters are feeling at the same time. This makes the shots containing both models more passionate.

The mise-en-scene used for the female artist is continuous during the music video connoting her vulnerability and innocence. She has been filmed wearing different styled dresses which adds to the simplistic and feminine nature of her personality. Many techniques (including Mise-en-scene) have been used to distinguish the definite different between the genders in the video. As expected the majority of the shots are placed upon the Miley as she is the main artist however also as it is conventional to show the female as the protagonist (and male as antagonist) in terms of love and heartbreak. In society females are steriotypically viewed upon as the emotional and sensitive gender therefore providing the audience with a strong and touching invitation to the characters feelings. I consider the lighting used to be quite effective - shots used which contain the female and male artists together have been given a slightly dark tone which suggests this is a painful memory for the artist from the past.

Notably the music video only contains 2 main characters whilst still managing to convey an emotional urge onto the audience. Prior to analysing this music video I was slightly worried as to how many characters I should include as expectedly a fast paced video with continuous shocking scenarios would be more interesting for the audience. However the poetic tone used is very captivating to the audience allowing them to expressively connect to the song. I feel much more confident about following the ideas for my music video.

Audience feedback from Influential Media Texts

Olivia Bucknall

To gain valuable audience feedback I asked my fellow media student Olivia Bucknall questions regarding the theme of love I am using including: inter-textual references I could include from Romeo and Juliet, the most appropriate choice of setting (green screen or natural environments) and finally the image she imagines when listening to the prelude to the Christina Aguilera song Loves Embrace. My first source of feedback for Olivia was very beneficial and she gave detailed opinions about what I could include in my music video. I especially value and like the idea of using the moon and stars as a night time location to convey the romance during the music video. This would be difficult as the lighting would be poor and may not work however I have definitely taking this response into consideration. The feedback did not help concerning the choice of using a performance or narrative form of video, she stated both would be effective however I could incorporate the inter-textual reference of Romeo and Juliet if I choose to do a narrative. Another gain by using this form is that the story would follow the lyrics better however I would need to put much consideration into the cast, props and setting used. Olivia also agreed with my opinion that I should use a very natural model for my music video with a lack of make up with the costume focusing on the colour white to connote innocence. The locations she suggested was Meadows by a lake or a dark shot by the moonlight. She also stated that i could use green screening during my music video however only if it preserved the continuity and the locations made sense by fitting in together. 

=

Claudia Parker
For my next choice of audience feedback I chose to ask Claudia Parker questions about the influential media texts I  chose to analyse and how she interprets the different messages promoted. Claudia has a very different style of music to Olivia and personal characteristics which allows my feedback to be more broad and show the opinion of different members of my target audience. I could use flowers such as roses during my music video as the form of a prop as Claudia suggested this connoted the concept of love. Olivia and Claudia also gave a similar response that if a narrative form is chosen the context of the song is suited to follow either a happy or sad story line. This is very useful as it gives me flexibility when creating the story board however if I still want to use the inter-textual reference of Romeo and Juliet I need to ensure I follow a sad storyline making the narrative a tragic love story. She also gave valuable feedback when informing me that the costume choice was very important in this context and should definately connote the innocence of the character. I can achieve the look of natural beauty by using "toned down colours" and costumes which reflect the attitude of the model.

Alx Murtaugh

Similarly to my other audience feedback videos Alx said both the colour red and pink mainly symbolise the concept of love and should be used as a central theme during my music video. Expanding on this point I could use props such as large hearts pillows or different flowers consistently during the video to exaggerate the theme of love. She claimed it was conventional for music videos following the narrative to have a happy ending however gave the specific example of the new Carly Ray Jepson video which is very successful showing alternate endings can make a statement about the video and breaking conventions can work. I also found useful the opinions she gave about the different locations I could useful which promote the ideology of natural simplicity for example fields in the countryside. Her statement about the locations I could use involving green screening was beneficial as she stated the same idea I had that it could ruin continuity and affect the whole natural concept I am trying to promote during the music video.

Influential Media Texts

Romeo and Juliet

When defining a traditional love story the first thing that comes to mind is the classic tragedy Romeo and Juliet. The tragedy was written by William Shakespeare about two young "star crossed lovers" whose deaths ultimately unite their feuding families. Clearly the underlining theme is love and romance therefore the text is very relevant to my research for my music video. The songs Taylor Swift performs are often her own songs and talk about love and heartbreak.   

I am going to ask members of my target audience questions regarding the images above which will help influence my ideas about how to portray the love concept in my music video.

1. What symbols do you associate with love? for example it could be the use of the colour red/heart/rose ect.
2. The story of Romeo and Juliet is a love tragedy, do you think every love story has to have a happy or sad ending? Should a music video reflect this?

Loves Embrace - Christina Aguilera

 

 This music sequence was created as a prelude to her full song "Loves Embrace". I have chosen to use this piece of music as it demonstrates the beauty and gentle nature of love which can link with the style of my chosen artist Taylor Swift. Hopefully my audience feedback will help me decide on a location for my song as the lyrics of "Tied together with a smile" emphasise the feelings of love and "loves embrace" makes the audience imagine the setting therefore there is a comparison which could help me decide on the ideal location for the song.

Carefully listen to the sound effects during the song and imagine that you was in the place Christina is singing about, then answer the following questions.

1. What kind of image do you think Christina is portraying about herself? eg her costume style/natural beauty?/props she could use?
2. Talk about the different sounds effects you hear, for example the wildlife/sound of wind/natural environment as a whole.
3. Do you imagine a white theme to show her innocence or a bright and colourful environment?
4. State 2 different locations you could associate the song with.

Mood Board

The mood board includes images of background which could be digitalised using the green room to create a modern and unrealistic setting which could be used for parts of the song. Do you think this modern setting would be appropriate for the song "Tied Together with a Smile" by Taylor Swift or would a more naturalistc setting as imagined in the questions above be more appropriate?
Could I feature both settings or would there be a clash between the modern and naturalistic choice and result in the video not making sense?

 

Official Song Choice

Song Lyrics

Seems the only one who doesn't see your beauty
Is the face in the mirror looking back at you
You walk around here thinking you're not pretty
But that's not true 'cause I know you

[Chorus]
Hold on, baby; you're losing it
The water's high, you're jumping into it
And letting go, and no one knows
That you cry; but you don't tell anyone
That you might not be the golden one
And you're tied together with a smile
But you're coming undone

I guess it's true that love was all you wanted
'Cause you're givin' it away like it's extra change
Hoping it will end up in his pocket
But he leaves you out like a penny in the rain
Oh, 'cause it's not his price to pay
It's not his price to pay

[Chorus x2]

You're tied together with a smile
But you're coming undone, oh
Goodbye, baby
With a smile, baby, baby

Taylor Swift Prezi

Taylor Swift on Prezi

Change of Plan

I have decided to change my song choice to Taylor Swift - Tied together with a smile.

This is simply due to the reason that my story board/narrative for Jessie J - Who You Are would not be suitable as the lyrics did not fit the scenario I wanted to create. Also the song was fairly basic and I felt my ideas were too much influenced by the actual music video created by Sony. Therefore I have now chosen a song which does not contain a music video allowing me to imagine and create images I would associate with the song without influence from other videos. Personally I take great interest in photography therefore by using this song I can incorporate scenic images into my music video which show my individuality as a media student.  

Although I have decided to change my song much of the previous research is still relevant as I am still following the pop genre and specifically concentrating on the aspects of love and heartbreak.

 

 

Analysis of Music Videos

I am going to analyse the use of conventions during different songs which follow the pop genre to gain a detailed perspective on the typical conventions currently used in music videos. The first video I am going to analyse is Where Have You Been - Rihanna. The song was released in 2011 and is was made 3rd international single from her album 8th May 2012. The song lyrics follow a woman trying to find a partner who will please her therefore following the theme of love. Although the song draws influence from RnB and Hip-Hop fundamentally its genre is Pop.

 

 

Cinematography

 

Basic conventions following cinematography are used throughout the music video, for example an establishing shot is used to show the first location of the video which identifies to the audience how imaginative and creative the director has been when selecting the setting. Also a slow continuous pan is used to show the audience every detail of the character including her costume and appearance. Tracking shots are used throughout the dancing scenes to show all angles and perspectives of the dancers and Rihanna. Mainly shots including medium shots and close ups are mainly used in the music video

Mise-en-scene
The costume choices are very appropriate for the song as the bright colours and unusual designs show a tribal influence connoting the distance between the artist and her partner in the song. This is very effective and conventional as it follows the lyrics of the song.
 

Mood Boards

The first mood board displayed below features the chart icon Jessie J and he unique style which contribuited to her success as a artist. From the mood board it is clear

Key Audience Terms

Quantitative Data can be aquired by methods focusing on numbers and frequances rather than meaning and experience. The information provided is usually easy to analyse statistically and failry reliable. An example of this data would be experiments and questionaires.

Qualitative Data which has been collected is concerned with describing a meaning rather than statistics. They provide a more in depth description and involve an indepth description on that specific topic. Qualitative data is not as reliable as Quantitative although more valid.

Demographic Data involve the characteristics of the human population which can be used in government, marketing or opinon research. This datas is measured by socio-economic statistics.

Pshchographic Data determines the attitudes and tastes of a perticular segment of the population. It defines how the audience feels, this type of data is different to Demographic Data as it isnt quantifiable with numbers.

Storyboard Summer Work

For my storyboard planning I chose to analyse "Kelly Clarkson - Mr Know it All". The song has a slow beat and I found simple shots are used during the first minute of the extract. For example a continuous panning shot is used which relates to the lyrics of the song as it connotes time passing by and she is simply reflecting on the past. Also simple medium and close up shots are used as well as the occasional tilt. The chosen setting is very simple although effective in this video, the artist is sat in a simple room surrounded by newspaper cuttings detailing moments in her career, again this connotes her moving on from her past linking with the lyrics.

I chose to print screen the actual shots from the music video as my drawing skills are limited and this way description can clearly be shown from the visual image.

Initial Research - Inter-textual References

I thought it would appropriate to research and gain a wider range of knowledge on inter-textual references that are currently used during music videos. It is very impotant I include these references as part of the representations I will promote during my music video.

The whole concept of presenting the music video as a film trailer is very effective - the directors even use a traditional bold company directors title which both confuses and intrigues the audience. Even this introductory establishing shot creates an inter-textual reference to the traditional 70's bold and vivid era.

Themes

• American iconography.
• Use of chains and barbed wire fencing -  prison related imagery.
• Women are seen as means for sex and nothing more.

Predominant Inter-textual References 

• Thelma and Louise 1991 - dominant women
• LADY GAGA hair bright yellow (comic book hero) and blue eye shadow - film captain america reference
• Betty Page - 1950's pin up risque model
• Pink Flamingos - DIVINE represents subculture
• Pierre & Gilles - Costumes and make up worn by Lady Gaga 
• 'Faster, pussycat kill! kill!' - films to see women fighting each other in risque clothes (like prison scene)
• Famous Pop Art - frame of Beyonce looking at camera
• Wonder-woman and Captain America - all about american heros and culture
• Rotating skull and crossbones like video game - poison scene

• Contemporary design - A continuous promotion of the fashion designer Alexander McQueen has been used throughout the music video. This is very iconic of Lady Gaga's style as she is famous for her alternate and individual fashion sense. 

Useful Terminology

Catharsis – the idea that violent and and sexual content in media texts serves the function of releasing ‘pent up’ tension aggression/desire in audiences.
Consumer – purchaser, listener, viewer or reader of media products.
Enigma – A question in a text that is not immediately answered and creates interest for the audience – a puzzle that the audience has to solve.
Feminism – the struggle by women to obtain equal rights in society
Hegemony – Traditionally this describes the predominance of one social class over another, in media terms this is how the controllers of the media may on the one hand use the media to pursue their own political interest, but on the other hand the media is a place where people who are critical of the establishment can air their views.

Hypodermic Needle Theory – the idea that the media can ‘inject’ ideas and messages straight into the passive audience. This passive audience is immediately affected by these messages. Used in advertising and propoganda, led to moral panics about effect of violent video and computer games.

Mode of Address – The way a media product ‘speaks’ to it’s audience. In order to communicate, a producer of any text must make some assumptions about an intended audience; reflections of such assumptions may be discerned in the text (advertisements offer particularly clear examples of this).
Moral Panic – is the intensity of feeling stirred up by the media  about an issue that appears to threaten the social order, such as against Muslims after 9/11, or against immigrants, or against ‘video nasties’  following the Jamie Bulger murder.
Narrative code – The way a story is put together within a text, traditionally equilibrium- disequilibrium, new equilibrium, but some text are fractured or non liner, eg Pulp Fiction
Popular Culture – the study of cultural artefacts of the mass media such as cinema, TV, advertising.
Stereotype – representation of people or groups of people by a few characteristics eg hoodies, blondes
Sub-genre – a genre within a genre.
Two Step Flow theory - the idea that ideas flow from mass media to opinion leaders, and from them to a wider population.
Uses and Gratifications – ideas about how people use the media and what gratification they get from it. It assumes that members of the audience are not passive but take an active role in interpreting and integrating media into their own lives.