Friday, 7 March 2014

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


My video involves a lot of intricacy and complexity once you watch it a few times through. Upon several viewings most views will begin to understand the message I wish to put forward in making my short film.

Throughout the video the camera remains relatively fixed in a sense. This was done for the simple reason that I didn’t want the camera movements to deter too much from the action which is something that you find happens to videos with a lot of camera movement. Towards the end of the short film there is some camera movement and I’ve done it in such a way that the removal of the fixed camera perfectly coincides with the liberation of my protagonist. As the protagonist breaks free from his old life, so does the camera. The camera movement is something I enjoyed playing with, certainly towards the end of my filming as it was the moments when I found myself at my most experimental and adventurous. Throughout the video I have sued close up shots in order to force the audience into the action and possibly in order to present the effect that the audience are actually witnessing the events of the film first hand. In doing this I have found that more and more of my audience have been engaging with the short film and that was always a goal of mine because I found that my message would be completely ignored if I created a boring video. I used the aperture lens that is available at my school in order to get a crisp and perfect image on all of my close ups. The aperture lens also allowed me to toy around with the focus. In two shots in particular I have fiddled with the focus in such a way that it diverts the attention of the audience to a specific section of the scene and that is brilliant because it allows me to force attention, this can be found in many films because the attention will always want to be on a certain character or object in order to inform the audience that it is important. In emulating the existing products I have managed to establish a product that is seemingly more professional than one without the aforementioned qualities. Most existing media products use moving cameras and the only fixed cameras you see is for conversational shots and even then the editing is done in such a way that the camera almost feels like it is moving because it is cutting back and forth using shot reverse shot. By challenging the conventions and having a constant fixed camera I believe that my product is very different to most other products.

The editing in my video is an aspect I had to take seriously; I wanted something to be happening in the video that made the audience really think about what they are watching. This lead me to implementing the colour bars throughout it. The colour bars are an aspect of television that most viewers will recognise, certainly the older ones as earlier televisions would have featured the colour bars as a test once the television is turned on or if there is a programming fault. I had to decide on the appropriate timing to slot all of the colour bar sections into because if I didn’t then it may not have looked correct. My editing is very different to other products as it unusual and I don’t think there are any existing products that feature the colour bar flickers that my product features. Some typical conventions of the thriller genre is quick cuts and fast paced editing, I opted for a slower pace as I wanted my film to be more psychologically involved than most other thrillers that are out there today. I wanted to challenge the conventions of the thriller genre in order to arrive at a brand new idea that would not only thrill the audience emotionally but psychologically as well.

Nowadays most films that feature interior home scenes tend to completely miss the point and the homes don’t feel or look like they’ve been lived in at all. Some films will manage to pull it off successfully but most tend to have ridiculous things such as coffee pots that are completely full or plates that just so happen to be set out, everything feel very premade and as though half of the action happened off screen. It is precisely this reason that made me want to challenge the current norm by shooting in my own home which is of course lived in by me and my family. By shooting in my home I found it far easier to recognise what does and doesn’t work in scenes, whereas professional directors may not be able to do that with scenes that are entirely constructed for them.

The narrative structure of my film is very linear as I wanted to present the message of a media overdose in one of the cleanest and simplest ways possible. Many films currently in cinemas today will harness a linear narrative as it is one of the best ways to bring across a story and keep it untouched and direct to the point.

My short film has a very strong sense of meaning that in the form of a message, the idea behind my film is to make the audience as questions about their own personal lives and how much media they consume. The plot for the film came from me reading an article in the newspaper about how media consumption is at an all-time high and its obvious to see, all you have to do is step back and take a look at yourself, no doubt you have your phone by your side or some form of easy access to your social media accounts and it is that exact point that I wished to bring across in my short film. My protagonist is nameless and fits with almost all of Propp’s characters; He is equal parts of most characters as he is a blank canvas for the audience to project themselves onto. I wanted a nameless protagonist that audiences will be able to project themselves onto in order to draw their own conclusions and to have the film fit into their own amounts of media consumption. I feel that films like this fail to make any impact currently which is a shame because they really should. Films like The Avengers don’t have a meaning, yet it reaches number one worldwide. This is why I opted to have a strong sense of meaning in my film as I think that films should be an art form that create a message and give the audience something to take away from it.


My Poster leaves a slight mystery about the film whilst still giving away the basic information that a viewer would need to be able to come and see the film. In doing this I feel I have used the space given to me effectively and presented a professional looking piece of coursework.

                The layout of the poster features all the relevant information with regards to where to view the film at the bottom because I found that this is the place where most of the current products put it, I actually worked whilst looking at a professional product whilst I produced my own piece, this was so I could get to grips with the layout and how I could figure the different aspects out. It basically set out the whole poster for me and then allowed me to tinker around with it as I pleased. I created the title of the poster on Photoshop as I wanted a specific design and I think it worked well. The text on the poster is very square and structured; it presents a uniformed layout that gives a nice overall appearance. This appearance allows viewers to find their information easily.

There is one main image on my poster and that is of my protagonist, it is a close up shot of him wearing the television head prop, this gives some insight towards my short film but it also leaves a sense of mystery relating to my film that could spark an interest and cause audiences to want to watch it. I have overlaid a colour bar over the picture with reduced opacity, this is because I wanted to create a theme that fits into all three of the products and the colour bars were a perfect fit as they worked as either a still image or as a moving image.


The third and final aspect of my project this year at A2 was the film article. Film articles are not only different for each film but they differ vastly between magazines, you can have the same film being reviewed in two different magazines and the articles could be completely different. This is why it is hard to get a good grasp on what a professional article could look like. Upon looking at six or seven articles I managed to gather a basic layout that I liked and thought would work for my article. With boxes in place of pictures and filler text in place of text I began to look at the way that the layout worked and how it could be improved. I looked at a few more articles and saw that they had an abundance of pictures so I implemented more pictures. I think that the article is one aspect that requires you following the conventions of the professional products in order to receive a good overall outcome. In challenging the current products I would have merely received a final product that isn’t worth of being put into any article because without enough pictures the article becomes very boring to look at and then you will find most of the readers would just skip your article anyway. With too many pictures your article becomes nothing more than a gallery of images and then there becomes no reason to put that in a magazine because it’d be nice to look at for a few minutes but nothing more. I managed to find the perfect balance between text and pictures and then I started to consider which pictures should be where and how I should frame them. I chose pictures based on the pictures selected in professional products in order to reach a professional feel overall. I chose body shots for the larger pictures and close up for the smaller ones much like some of the articles I found. I looked at a whole bunch of interview articles in order to get a grip on how to actually write one, it took me a while to note out all the questions I wanted to ask and answer and then took me even longer to get in touch with my actor. I looked at the questions that other people have asked in order to get a good understanding of how to write questions and what questions to ask.


In conclusion, I feel that I have broken many conventions relating to the short film genre in my short film as I have made sure to bring across a message in my work. Other aspects of the project have benefitted from me conforming to the typical forms and conventions of the media industry, mainly the print-based tasks because I found that subverting made a lot of sense as it allowed me to bring across my points and make the viewing process a lot easier.

Evaluation Question Two - How effective is the combination of your main product and ancillary texts?


Technically speaking my short film uses a range of equipment to produce the best possible quality short film possible. A combined use of the software and of the hardware that I used meant that I could get a high quality and highly detailed piece of work. Programs such as Adobe InDesign CS6 and Adobe Photoshop CS6 contributed greatly to my poster and my magazine article as they allowed me to manipulate photos in order to create an idealistic product. Photoshop helped greatly with my poster as I had the option to use the magic wand tool in order to remove sections of my images that I could then replace with images I wanted to use. It is this idea of customisation and perfection that meant that my work could be the best possible work I could produce. The video on the other hand was much harder to create to perfection but through the use of the DSLR Camera meant that I could film in a very high quality definition with a close attention to detail that when I put it into Adobe Premiere CS6 I could then have very high quality clips. Many low budget short films like mine tend to have a poor quality due to funding constraints but I had access to the school’s equipment and therefore I did not have these constraints. Without the difficulty that comes with filming constraints it becomes much easier to produce a very effective product. The non-linear editing program Adobe Premiere CS6 allowed me to organise my clips how I wanted with great ease. This freedom of organisation creates a platform that allows me to try many different methods in order to get the video order that best suits my video. The technical aspects of Photoshop and other computer based programs allowed me to gain an understanding of how magazines and posters should be created. Using the professional grade equipment meant that my poster and my ancillary texts looked like much more of a complete package. This, coupled with the different house themes that came I used, namely the colour bars meant that my products looked as though they were a combined product more so.

The aesthetics of my video come down to not only personal interpretation but personal preference. My video features a heavy focus on television and nature. The aesthetics feature contrasting visuals like technology and nature. One shot in particular features my actor kneeling by grass, he picks up a leaf and the overlay used that shows static colour bars crackles and then disappears, highlighting the contrast between nature and technology. Aesthetically all of the products look very similar, they all feature the colour bar imagery very heavily and this links the three products together. The poster utilises a similar font to the article and this means they too look very similar.

I think that my video will emotionally effect the viewer in the sense that it would make them look at themselves and the way they lead their lives. I feel that my product is effective enough to establish a means for the viewer to correct the way they live and to change their lifestyle for the better. My products are emotionally engaging on a personal level as the protagonist is a blank figure for the viewer to project their own self-image onto. Ensuring the emotional effectiveness of my product is definitely the TV head prop as it is something that keeps the film, the poster and the article very neutral. You cannot engage with the character in the conventional sense but viewers get a reflection of what they are and how they behave. I believe that my products will help people to realise their own overuse of TV and technology. My ancillary tasks are emotionally engaging in the sense that they stimulate the viewer's sense of intrigue, they initially appear mysterious and confusing but upon further viewing they become interesting and intricate. This is a good selling point also.

As far as creativity goes, I believe that the product is very good. The TV head prop used was created from scratch from an old TV. There are few to no ideas that are similar to this idea. By breaking certain short film conventions the product becomes far more creative when shown next to an existing short film. In terms of creativity, my ancillary texts involve an entirely constructed magazine that features a fake interview. As far as creativity goes my ancillary texts go the extra mile. Creating a universe around my short film was a troublesome task but its is key when constructing a poster and magazine alongside a video as you want all of them to have some form of established link.

The purpose of the product is to display the message of nature vs. technology with an emphasis on the effect that an over use of TV can have on us. As far as presenting this message goes, the product is effective. Although unclear on the first viewing it is likely to become far more obvious on the second or third viewing.

The combination of the products is quite apparent when looking at the works as a unit. You can see the clear house theme that runs through all of the products, in fact there are a few. The main of which is the TV head prop as it features heavily in the video, it is the centre point and main focus of the poster and the article features pictures that all exhibit the prop. Other than that of the prop, another main house theme is the use of the colour bars that appear when there is a television error. These colour bars appear constantly throughout the short film at increasingly frequent intervals making them a very clear and obvious plot point. The colour bars appear on the poster over the main TV head image with a lowered opacity allowing you to see the TV head image whilst maintaining their input. The article features images that uses the same colour bars throughout them. By keeping a certain house theme throughout the article, the video and the poster it ensures that the product will be effective and that the products will be recognisable as one package rather than three randomly made products.

Evaluation Question Three - What have you learned from your audience feedback?


In order to gather feedback on my short film and my other text projects I opted to upload my work onto the internet on various sites like slideshare.com and onto video sharing websites such as YouTube and Vimeo. Alongside the random feedback I would receive from strangers, I wanted some more feedback from people I know as I felt that this would give me an indication as to how my target audience feel about my work as well as how the people around me feel about it. In order to receive this feedback I used a website called Survey Monkey to construct a survey that I then posted onto my social media accounts, alongside my video in order to receive viable feedback that could possibly help me with refining my video.  This feedback was both helpful and unhelpful simultaneously. This is because some of the users gave good strong and constructive feedback whereas others missed out questions or gave needlessly slanderous feedback. Feedback is normally always helpful when making a product that will be shared with other people as it gives you an idea of what they want from you and how they want it. My first draft of my short film received mostly good feedback from the survey and YouTube. Obviously it was subject to a few internet trolls as one would expect from the modern age where everyone is safe behind their computer and can truly speak their mind. Having this freedom to speak your mind unhindered is good for those wanting feedback but it can also be hurtful when someone tells you that the project you have been working on for ages is worthless, terrible, and so on.

            I always try to build on my projects to the best of my ability but sometimes I fail to take feedback into the correct account. This mindset can cause trouble when working on a project such as this one as it means I don't take in the feedback as well as I should. Nevertheless, I did take some of the feedback into consideration. I used the feedback referring to the soundtrack to find several new contenders for a possible soundtrack that would be beneficial. I am very happy with the new soundtrack whereas it felt like I had just settled for the previous soundtrack. Thanks to my feedback I have been able to understand that certain aspects needed to be improved, for example the length of clips in multiple places. One respondent to the questionnaire suggested that I shorten the length of the clips in order to shorten the video as it feels like it drags on too much. Since I have received the aforementioned feedback I have shortened the video to the point where the entire video is 3 minutes long. Despite seeming like this detracts from the value of the video it doesn't, I think the change of pace was helpful as it gave me the chance to focus on other aspects of the video, such as the soundtrack. I used questions that featured tick boxes as it was a good way to get qualitative data as it gives me a clear indication of the aspects that I am doing well with whilst simultaneously giving me the opportunity to build on the aspects that remained unpicked as those were the ones people did not like or enjoy.

            On my survey the first question asked the audience what their age was. This is important in terms of feedback as you need to be able to gauge what sort of people are giving you your feedback. The next question asked the participants to rate each aspect of my video on how proficient it was on a scale of one to five. The aspects I asked them to rate were Camera, Mise-En-Scene, Acting, Editing, Lighting, Props and Visual Effects. The scores for this question were generally mixed with editing being the only aspect that received the highest average score of 4. This is helpful as it allows me to gauge which aspects people liked the most and then in turn it allows me to refine the aspects people didn't like. I then asked for the audience to let me know what I should do about the elements that they rated as poor or mediocre. This allowed me to understand what I did not do correctly the first time round and what I could correct this time round. Some participants went into detail but others remained vague meaning their feedback was not as helpful as it could be. I then asked my audience about the soundtrack used in the film and inquired whether it added or detracted from the atmosphere of the film. This question ultimately lead me to change the soundtrack for the next rendition of the film. The next question let the audience rate each of the aforementioned aspects of my video in order of their favourites. I let them select more than one answer for this question just in case viewers had more than one favourite aspect. Props was clearly the most favourite aspect as it got 50% of all of the votes. I then asked for an explanation as to why they chose what they did in the previous section as this helped me get an idea of what areas of my video people actually liked. The final question was a general question that inquired whether my audience had any specific ideas of what needed to be improved in my short film. This allowed me to really get the opinions straight from them and this is where I drew the most helpful feedback from. Most of the feedback received was non-formal feedback as I feel this is the kind of feedback that benefits me most. I found that audiences were much more honest when giving informal feedback as they appeared more relaxed and natural.

            In conclusion, The feedback received was beneficial as it gave me a chance to see where I went wrong, what people liked and what people didn't like. It helped me to make alterations to my video and my other tasks and I think that having these things done and dusted, then improved with feedback has really helped me.

Evaluation Question Four - How did you use media technologies in the construction and research, planning and evaluation stages?


For years technology has been a massive part of not only media production but society as a whole. The subtle transition from the analogue age to the digital age has established a means for the audience to become the producer and the director as well. With the lack of distinction between the producers and the audience we arrive at a time where the technology to make even a home video into a high quality production.

                The internet has brought with it masses upon masses of relevant information at the fingertips of its users. Websites such as Wikipedia have made it possible for internet users to get endless amounts of information that relate to their topic. I used Wikipedia to look into different genres and see which one suited the idea that I wanted, the best. Wikipedia also let me know what being a director and a producer entails and how I should go about creating a short film. Search engines such as Google meant that I had the power to look at other pieces of work similar to the piece I was creating and this gave me an idea as to how I should direct my work. Blogger is a website that meant I could store all of my research and planning work easily, it also has a feature called 'Labels' that means a user can assign posts different key words that he or she can later use to filter quickly through their posts. This is a very handy tool to have because it means I can quickly flick back through notes without having to scroll past the information I do not currently need. File sharing websites are another aspect of the internet that proved to be a useful as it meant that I could find similar essays or presentations to mine and then compare them together. This then lead to the re-writing of several essays as more information had become apparent to me. File sharing also meant I could upload my own files and have others use them or give me feedback on them. Video sharing websites such as YouTube and Vimeo made it so that when I was struggling for an idea I could look at existing ideas and then reflect upon them. Having thousands of short films at your disposal greatly increases your chances for success when making your own film. I used YouTube mainly as it is a site I have been using ever since I first had access to the internet. YouTube has a large selection of amateur short films ranging from big budget amateur films that include special effects and top notch actors, to student short films that were made on the cheap and feature very little in the ways of acting talent. All of these videos helped me decide what I was going for when making this short film. Another benefit of having YouTube whilst making this short film is that the videos are up 24/7 for me to pause, rewind, download and take with me, this is groundbreaking as before directors would have had to put in a VHS tape to record the screen whilst MTV played the music video that they wanted to emulate. Also, short films rarely receive any recognition on television as they are normally too short to fit the 30 minute window that most television shows have, but with the invention of YouTube we can view millions of short films any time we want. When editing, the internet became very helpful as there were quite a few times when I was stuck using software I was not familiar with. The internet gave me the chance to search for videos or pages that gave me a tutorial on how to overcome the obstacles I was faced with. Technology like Microsoft Word and Microsoft PowerPoint meant that my work would be presented nice and neatly. Not only that but my work would be easy for anyone to read and understand.

                During the actual filming and production of my short film and my other products I used a plethora of different technologies ranging from hardware to software. The combination of the Hardware and the Software that I used is what gave me a finished product that I feel happy with and proud of. Firstly, to shoot the short film I used the Canon 550D DSLR camera that features instant playback and the ability to use manual settings. These two major features impacted my film in a big way as they meant I could reshoot certain shots instantly and still have enough time to film everything else. The manual settings meant that I could adapt and change the way that the scene looked without having to involve lighting. The manual settings meant that I could change around the ISO, the shutter speed, the aperture and the FPS which all help to make the video the best it can possibly be. I changed the settings around in order to create the perfect atmosphere of my film whilst simultaneously making as little grain as possible. I remember specifically changing the ISO down to very low when I shot an indoors scene as I wanted it to seem gloomy, this meant dropping the ISO to a lower number in order to get a darker feel to the scene. The more traditional way that is still used in feature films today is to shoot on film but that involves waiting a day for the replays to be collected and it could result in thousands of pounds worth of film reels. The SD card storage features of the 550D meant that I was able to film as many clips as I desired and it gave me the chance to shoot things over and over until I got it correct. I used the SD card storage to easily transfer my data from the camera over to the computer so I could begin editing straight away. The full HD recording potential that comes with the 550D is amazing as it means that my videos are as high quality as some of the more budget heavy films. It also means that my short film looks much more crisp and therefore is more pleasant to watch. The 50mm 1.8 Prime lens meant that my shots had a far more dramatic depth of field. I also played around with the depth of field controls manually throughout the shooting of the short film in order to add a personal flare to the film.

                In postproduction I used a non-linear editing software to create my short film. The advantages of a non-linear software mean that I can move the clips around freely and test different orders so that I can get the film exactly how I want it. I used the non-linear program Adobe Premiere Pro CS6 as it is a top of the range non-linear editing program that is used in industry. Premiere has features such as single frame advancing and speed adjustment. These two features in particular meant that I was able to perfectly edit my clips down to size. The single frame advancement helps in other aspects such as lip syncing for music videos. In my particular video the single frame advancement meant that I could sync up my music with the clips so they felt more integrated. Premiere helped my work flow easier as it meant that I could put all of the clips onto the timeline and then I could move them around to see what went best where.

                In conclusion, the technologies that I have used throughout have greatly helped me complete this project. Similarly, as a comparison, I fell that with the recent technological advancements my video has benefitted greatly. If I were to have made this video 10-20 years ago then it would have cost me a whole lot more than it did and no one would have seen it.

Final Short Film

Final Article

Final Poster