Below is my final music video for my A2 media Coursework

Green Lights Digipak

Below is my first attempt at my green lights Digipak;

*The inside panel/top row pictures (lights) are upside down on the digipak as it would be printed out on card and folded at the middle.

Front Cover

Back Cover

Left side Cover

Side of cover

Inside panels

CD

Green Lights Advert

Evaluation Question 4

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

-Camera
-iPhone
-Mac
-PC
-Photoshop
-Youtube
-Final cut express

Research

I used multiple media technologies to aid my research of music videos. I constantly referred to youtube to analyze music videos on my blog. The camera and tripod were both used to create a vox pop where my group identified specific questions to ask random members of our year in order to analyze the results and find out more about music videos and how they influence consumers. We then used final cut express on the mac to edit, render the video and uploaded it to youtube, the platform we choose to showcase our video.

Planning

Within the planning phase I used the camera to take pictures of the individual segments of my story board, which were then uploaded onto the mac and then imported into final cut express where I used the images to create an animatic of the storyboard which was then rendered and uploaded to youtube. The iPhone was used to take pictures of the costume the main character would wear.

Construction

Withing the construction phase a variety of technology was used. The camera and tripod were used to film the clips for my music video. The camera recorded video whilst the tripod allowed for steady shots. The iPhone was used to take pictures of the locations we recorded at for proof of recording. The mac was used to accumulate the recorded clips and edit. To do this editing software is required. The editing software used for the music video was final cut express. The final edited version of the music video was then uploaded to youtube allowing users to easily view the video. To create the digipak and advert I used the software photoshop on my PC.

At the beginning of the year I had limited experience with editing on a mac using the final cut express software. Throughout the process of creating my music video I successfully used the software to produce the final music video learning how to use the software through utilizing online tools (such as youtube and google), peers and through experimenting with the software (i.e. testing effects and transitions on clips).

Evaluation Question 3

What have you learned from your audience feedback?

Throughout the process of creating my music video I presented my ideas to the members of the public of the same age group whom are interested in this genre of music creating a guide to follow on what form the music video would take. To do this I utilized surveys. This was an anonymous and easy way of presenting and collecting information without causing the interviewee to become uncomfortable under circumstances such as in front of a camera. The interviewee would be able to think about their answers without any pressure because of the lack of time constraints and simplicity (preventing them from becoming overwhelmed). Furthermore the survey is completely confidential allowing them to express their opinion without the feeling of them being judged. These arguments suggest to me that surveys were the best way to conduct my audience research. To create surveys I used the free online software available from survey monkey: https://www.surveymonkey.com

Below is the first survey I produced. The purpose of this survey was to identify my target audience and what they look for when watching hip-hop/rap music videos.
Click here to take survey

Results:

Overview

Through these results we can infer that my target audience are males of the ages between 17-21. Although most people who answered like well known artists that create high budget videos.

Below is the second survey I produced. The purpose of this survey was to evaluate my music video.
Click here to take survey

Results:

Overview

The key points I took note of from the results conceived are: The majority of the feedback suggested they enjoyed my video. The lip syncing is well matched and the video is edited fairly well. However points of criticism include location for the first verse is too long and there are no props. For the future I will film more clips allowing eradicating the drawn out first verse location, although this is not a significant point as the video was made to be this way a previously stated.


Below is the third survey I produced. The purpose of this survey was to evaluate the digipak and advert.
Click here to take survey

Results:

1

2

3

4

5

6

7

8

9

10

Overview

Through the results it is clear that the interviewees like the digipak and can tell the genre of the song by simply looking at the album cover. However most people inferred that the song would be about drugs after looking at the digipak which are not relevant to the song. In terms of the advert, again the general view is that advert is well made and the genre of the song is easily inferred. However again the meaning of the song was mis inferred as the majority believed the song would be about hardship at first glance of the advert. All results suggest that everyone agrees that the advert and digipak relate to the song.

Criticisms of survey

From extensive use of the surveys problems have been brought to my attention. The results may not be reliable as small pool of the public whom most of them enjoy hip-hop/rap completed the survey. To ensure the results are more reliable and any outliers can be identified, a larger group of the public need to be surveyed of which both enjoy and do not enjoy hip hop. More complex questions could have been asked providing more specific results.

Evaluation Question 2

How effective is the combination of your main product and ancillary texts (DVD digipak, Magazine advert)?

Created on powtoon

Evaluation Question 1

In what ways does your media product use, develop or challenge forms and conventions of real media products?

Genre

Reception Theory

The effects model and uses and gratification have their flaws, a different approach was developed by Stuat Hall. The reception theory is based on the idea that there is no single meaning for any media texts. It focuses on what the audience see in the media text and what the producer intended for the viewer to see. The messages from media texts are said to have a preferred meaning (the meaning the producer intended to convey) however anyone can have a individual interpretation. The audiences readings can be effected by variables of age, gender, social status and social context which could lead to them rejecting or accepting the preferred meaning. The theory suggests that when a producer creates their content they encode it with a meaning or message. The audience that recieves and consumes the media text will either accept the message and correctly decode the meaning the producer is trying to convey or reject/fail to correctly understand the message. There are three types of audience readings of the texts:

1. Dominant or Preferred - The audiences correctly decided the message.

2. Negotiated - The audience accepts the message however rejects or refines elements of the text in light of previously held views.

3. Oppositional - The dominant meaning is recognised but rejected for cultural, political or ideological reasons.

An example of this model in effect is Bruce Springsteen - Born in the USA. The dominant meaning of this was the curuptness of the USA and the Viatnam war, the horrors and trouble they experienced both during and after the war. However most viewers of the song believed it was patriotic towards the USA and was even used within politics meaning many consumers recieved an negotiated or oppositional reading opposed to the dominant meaning the producer intended to convey.

The uses and gratifications model

There is no clear link between violent behaviour and the consumption of violent media texts. In fact many consumers appear to be unaffected by such texts, the fundamental flaw of the effects model. Therefore another theory is necessary: the Uses and Gratifications Model

This model is opposite to the effects model and explores the reasons and ends in which they use and gain from consuming the media text, i.e the audience uses the text for its own gratification or pleasure. It suggests that the audiences uses the text and is not used by it, the power lies with the audience and not the producers. The audience is free to reject, use or play with media meanings as they see fit. 

The audiences therefore uses media texts to gratify needs for:

- Diversion

- Escapism

- Information

- Pleasure

- Comparing relationships and lifestyles with one's own

- Sexual stimulation

The audience is in control and consumption of the media helps people with issues such as: 

- Learning

- Emotional satisfaction

- Relaxation

- Help with issues of personal identity

- Help with issues of social identity

- Help with issues of aggression and violence 

Controversially the theory suggests that violent media texts are beneficial more so than they are harmful. It suggests that audiences act out their violent impulses through the consumption of violent media texts. The audiences inclination towards violence is therefore sublimated and are in turn less likely to commit violent acts.

No violence is shown throughout the music video I have produced. Therefore this model does not apply to my music video. However the genre of the music within the video is said to promote violence which could influence the viewer as stated before.

Reception theory

The reception theory, developed by Stuart Hall (at Birmingham University 1970s), suggests there is no single meaning for any piece of media texts. The theory is based on the viewers interpretation of the text and how it can vary and be different to the text's preferred meaning; the intended message the creator attempts to convey to the audience, depending on multiple variables of a single viewer: Age, gender, social status and social context. These variables embodied by the viewer potentially influences the meaning they interpret from a piece of media text. In some cases the viewer will correctly decode the encoded message or meaning and understand what the creator is trying to convey. However equally the viewer may reject the message or fail to correctly understand it. These three identified readings of text are known as: Dominant/Preferred (Audience successfully interprets the message as intended by the creator/ agrees with creators views), Negotiated (Audience refines or rejects specific components of the text, usually depending on beliefs and views they hold/ neither agrees or disagrees with the overall message)  and oppositional (When the dominant message is recognised and rejected on personal beliefs or the message is mis-interpreted). An example of this is Bruce Springsteen - Born in the USA's dominant message is stating that USA is corrupt and opposes to the Vietnam war and its causes on society after (referring to veterans of the war and how they are treated wrongly). However this song was widely regarded as a patriotic song and used to promote people of power that were pro-vietnam, highlighting the oppositional message interpreted by the audience.

Cultivation Theory

The cultivation theory helps to show the changes in social attitudes and expectations. It suggests that viewers attitudes are heavily shaped by what they watch on TV.  It is a more refined version of the hypodermic needle model. It says repeated exposure to content will desensitise the viewer. 

Two step flow theory

The effects of the hypodermic model can be further refined trough the consideration of the two step flow theory by Paul Lazarsfeld and Elihu Katz. Rather than the direct influence suggested by the effects model there are two steps:

Firstly this theory states that media effects are indirectly established through the personal influence of opinion leaders. Secondly the majority of people receive their information and are influenced by the media second hand, through the personal influence of opinion leaders. 

The Effects Model

The Effects Model suggests that there is a direct correlation consumption of media and their subsequent behavior. It is said that media influences peoples actions and way of thinking and as a result has been used as the reasoning to highly coveted attacks. Most notably the James Bulger's murder was first said to be influenced by the film child's play 3 however it was later found that there was no evidence that the children who killed him had ever watched the film and it was also found that they came from highly dis-functional backgrounds. After the ideas of child's play being the cause, Moral Panics became prevalent as groups, media outlets and the government protested against certain films resulting in some films like child play 3, Manhunt, A Clockwork Orange and Severance being banned, however no case could be proven to demonstrate a link between the text and the violent acts.

A experiment was created conveying this ideology. It is know as the Bobo doll experiment. Conducted by Albert Bandura in 1961, children were shown an adult hitting and being aggressive towards the Bobo doll. They were then left in a room with a Bobo doll and it was shown that they imitated the actions they had seen and further imitated these action in the future.

 

Although there a some problems with this model. Most notably the model dose not account for past experiences of the audience that could have effected them in some way and the differences in the audience in terms of age, gender, sexuality and race. This means that multiple other factors could influence aggression and imitation of violent behavior, inferring that it may not be a direct result of the media text itself.

My Music video does not portray violent behavior of any sort meaning this model does not apply. However, the genre of music can be said to influence consumers behavior due to the image that is attached to the genre.

How women are treated in music videos

This post will explore how women are treated within music videos.
Women are commonly represented as subordinate compared to males.
Women are treated as objects of sex commonly in music videos. This is prevalent in lil' Wayne's love me.



The women in this music video are in cages and have resemble animals. In one scene lil'wayne is surrounding by women of which he has no regard for.