A Level Media Studies: Revision Day Question 1A
Talk about AS and A Level ProjectsTalk about other media-related projects you have been involved in outside ofclass (e.g. designing flyers for a friends gig night; designing T-Shirts ormerchandise for a local band using Photoshop; if you use Tumblr or other socialmedia to show-case your work)
The question will include one or two of the following terms:1. Digital Technology2. Creativity3. Research and Planning4. Post-Production5. Using Conventions from Real Media Products
Question 1A is designed for you to evaluate the skills you havedeveloped during the course.Students that achieve A grade for this essay evaluate their skillsdevelopment over time – they may be critical about their AS skills andstate how they approached the A Level project in a more organised,mature manner, or that working with a band put pressure on to spendmore time on pre-production planning…..
1. Digital Technology and CreativityDoes digital technology really encourage creativity?David Gauntlett and Clay Shirky say YES;Henry Jenkins says that Participatory Cultures encouragecreativity because you can share what you create online and getfeedback on it;
1. Digital Technology and CreativityBut what if all the online stuff is crap?Where is the quality control?What has the feedback been line for your workonline? Was this feedback helpful, productive, kind?David Buckingham talks about ‘loser-generatedcontent’Dan Laugheys (Key Themes in Media Theory) – therehas been no digital revolution in media production,distribution and consumption
Research & Planning and Using Conventions fromReal Media ProductsAgain it is OK to be critical of your AS research and planningState that your research and planning was informed by:Practical Induction Tasks: College Magazine; Summer MusicVideo Project; ABC Project; Photoshop Animation ProjectResearching professional products: finding out the forms andconventions of magazines (masthead, cover lines, Drop Cap etc.)Investigating the ways in which magazine are designed to appealto the Values, Aspirations and Lifestyles of the target audience
Researching media theory:Research and planning made you aware of the key concept ofrepresentation; you carefully represented your artists on the frontcover of your magazine (visual representation) and in the languageused.This was also key to your research and planning for the music promoproject – Andrew Goodwin – artists use music videos to create a starpersona; women are often objectified in music videos; Diane Railtonon Art Music Videos and Joe Gow on anti-performance musicvideos.They are all designed to present (or represent) the artists in a waythat is appealing to the target audience.You then used, challenged or developed these codes andconventions in your work
1. Post-ProductionPost-Production is:Photoshop manipulation (RGB Curves, Spot healing tool etc.)Adobe Premiere/Final Cut Pro/Adobe After Effects – any visual effectsthat you used in your music video
Post-Production and theoryYou can state that learning Photoshop has given you a betterappreciation of the constructed nature of mediarepresentations.You can make someone look thin using the free transform toolYou can clear up spots using the spot healing toolThis process of mediation is fake; it offers the readers of themagazine an idealised representation of the artist that is notrealistic.This may have an impact on impressionable young people whoaspire to be like the artists in the magazine.
Post-Production and theoryMusic Videos are also highly mediatedYou have been actively involved in this process of mediation – youchose the elements to include in the video – you chose the elementsto leave out.You constructed the music video to offer a representation of the bandor artist that would appeal to the target audience.Link this with genre characteristics (Diane Railton) and audienceexpectations – e.g. metal fans expect to see ‘as live’ performance asthis is an established generic convention.