Evalutation Question for A2 Media

1. Q1. In what way does you media
product use, develop or
challenge forms and conventions
of real media products?
Evaluation

2. Preliminary Work on
Documentary
• Before constructing my media product, I conducted research into a number
of existing documentary products in order to analyze the various codes and
conventions used within the genre.
• I analyzed a range of documentary types and styles in order to see how
different forms are expressed in relation to the subject matter. This included
the texts Blackfish (2013), Coffee Shop Hot Shots (2010), Spellbound,
Triumph Des Willens and Sydney 2000 Official Olympic film.
• Across all of these documentaries I observed a number of common themes:
• Montage elements used to support narrative ideas/themes.
• Use of interviews to provide information to audience
• Semiology conveyed through cinematography and iconography
• Actuality footage to support particular viewpoint
• Expressive sue of quick cut editing combined with technical sequences to
express idea (e.g. time lapses, animations, facts)

3. Sports Documentary
• I used what I learnt from my research into real media texts in order to influence
the construction of my work.
• I wanted to make a documentary that explored the issues surrounding the
effects of sport on society. This developed to have a focus on drug abuse and
discrimination on sport, as well discussing the legacy of the London 2012
Olympics.
• As I was presenting particular viewpoints, I felt as if the film adopted the
Expository mode, as well as blurring with the Reflexive mode, as I attempted to
make people reflect on the issues that sport presents.
• The piece was inspired by similar sports documentaries such as Venus and
Serena, as well the pre-existing fascination of sport within British society. It was
also inspired by cutting edge films like Coffee Shop Hotshots, which explores
the effects of various entities on society in a similar way.
As I have progressed through the course from AS to A2, I have felt as if my
capacity to use research in my creative ways to influence my products has
developed. I have been able to manipulate and subvert conventions/ideas to
express various viewpoints. For example:

4. • One thing that was difficult when constructing my
product is that are very few films that address the
whole issue of sport and society; there are many
that focus on just single athletes or events/scandals,
but none that look to combine both. Therefore, I had
to adapt the conventions of different documentaries
to combine these themes in a way that expressed
my ideas.
• For example, to satisfy my audiences needs for high
octane sports drama and spectacle, I had to use
conventions form films such as Venus and Serena
and Sydney 2000 Official Olympic Film.
• In order to present ideas of the sensitive themes of
drug abuse and discrimination, I had to adapt
conventions from the film Blackfish. Then, to link
these issues with society, I had to adopt conventions
from Coffee Shop Hotshots.
As a media producer, I felt as if my ability to adopt and manipulate
certain conventions improved dramatically rather than just copying
them, thus resulting in an original, creative product, rather than just
something generic.

5. Narrative: Use of Interviews
Within my product, I used a conventional, static
interviews style when addressing experts by
implementing a midshot/close up in order to
interpellate the audience, as if they were listening to a
conversation.
I avoided direct mode of address, as this
could have been seen as overpowering
and to direct for the audience, as if
trying to enforce a point of view.
I used the content of these interviews in order to construct a
narrative within the piece; this emphasised the idea of sport
being an integral part of all our lives, in conjunction with the
title We Are Sport.
This subverted the common conventions of using
the Voice of God, as I felt as this would be too
imposing, as if injecting information into the
audience (Effects model). Instead, the audience is
left to make their own interpretation (Stuart Halls
Audience Encoding/Decoding.

6. This followed similar conventions to the
documentary Blackfish, where a similar
narrative is constructed using
synchronous audio form interviews in
order to build an argument against
animal captivity.
• Whilst adopting a similar style, I feel as if my product does not adopt such a
persuasive tone as seen in Blackfish, as those being interviewed are very
adamant in their opinions. I feel as if the presentation of idea via interviews
within We Are Sport instead entitles the audience to build their own opinions,
or rather just become better informed.
• However, the selective editing of narration and the specific idea addressed
could be interpreted as a preferred reading, stating that “doping and
discrimination in sport is wrong”. This therefore supports the idea of an
expository documentary.
.
Such a style subverts the conventions seen in
Coffee Shop Hotshots, where interviews are
active and are introduced by the a Voice of
God narrator. However, a similar narrative is
also seen in Spellbound, in order to stress
how the subjects are normal people, just like
the audience watching

7. Narrative Structure
My documentary could be seen as
following Todorov 5-part narrative
structure; The positive, reflective
opening sequence (connoted by the
upbeat music) could be seen as a state
of equilibrium.
The second sequence concerning drug
abuse and discrimination could then be
a disruption of that equilibrium, as the
audience realise sport is not as innocent
and pure as they want to believe.

8. A new state of equilibrium is then
reached when all of the positive aspects
of sport are reflected upon by those
interviewed; even though there are
problems, sport is still presented as a
unique and rewarding outlet.
I felt as if this structure was important in order to not present a biased point of
view to an extent; it was important to provide a balance of positive and negative
aspects of sport. This kind of effect is also seen in Coffee Shop Hotshots, where
both positive and negative aspects of the Coffee Shop industry.
However, I would say the narrative
structure of Coffee Shop Hotshots is
more complex in structure, constantly
shifting between different viewpoints.
Whilst having the same effect, the
structures of the two texts are quite
dissimilar.

9. Use of Experts
Within the documentary, three experts are interviewed.
Ian Tomlinson is a sports lecturer and
historian; the use of this expert acts as a
source of knowledge for the audience,
functioning to drive the narrative forward.
The authorative tone of voice engages with
the audience more, affirming his sense of
knowledge.
Zara Dampney is London 2012 Beach Volleyball
Olympian; this expert represents the role of
women in sport, with her status as an Olympian
evoking the audiences general knowledge of
sport (such a level creates a sense of respect from
the audience). Her soft tone and slight
stumbling of words acts as Cinema verite,
creating a deeper sense of connection with the
audience.

10. Paul Reese is Great British Powerlifting coach,
who has been involved in sport for over 50
years. Using someone from an older
demographic helps appeal to a wider target
audience; his position in sport creates a sense
of “The Mentor” (Propp), giving the audience a
sense of faith and trust in his views and
opinions.
The use of a range of representative experts and the way
they are presented is effective in evoking a sense of trust
in the audience; this makes them more susceptible to the
information being presented, allowing them to be more
open to other ideas/viewpoints.
However, this may also be interpreted as an attempt to sway an
audience to a particular point of view

11. Experts are used in a range of expository documentaries in
order to inform audiences about the themes being
explored.
Blackfish uses experts in a similar way to my
documentary, by interviewing ex-Seaworld
trainers in order to present information on the
company. Similar to Ian Tomlinson, a male
with a deeper, authorative tone of voice is used
to drive certain aspects in the narrative.
Conventions of a Performative documentary are
subverted here; In the film Spellbound, children
with unique characteristics (being national spellers)
are interviewed rather than specific experts. This
allows for an audience to have insight into their
lives. In some ways, Zara Dampney’s interview
permits this for the audiences, but not the same
extent.
However, the experts in Blackfish are selected due to the moral beliefs on animal
captivity, and thus are biased to this view. In my film, the experts are picked more for their
knowledge and experiences, rather than their political stances.

12. Use of Semiotics
In my documentary, the use of the Olympic
rings is a strong source of iconography, such
as the close up shot used in the opening
titles. The Olympic rings is arguably the most
recognised sporting symbol around the
world, which establishes the sporting nature
of the documentary early.
Zara Dampney wears a Great Britain
Jersey, with the unique colour scheme
being iconic of the success at Team GB at
the London Olympics. The colour scheme
is renowned symbol is British culture,
creating a sense of respect in Dampney’s
interview.
The positive presentation of these symbols creates an ideology of wonder about the
power of sport, implying the idea to the audience that sport is a good thing.

13. Semiology is used to similar effects in other
documentaries to impart ideologies: In Triumph des
Willens, an emphasis is placed on the swastika
symbol by the use of close up shots in order to
enforce the political regime of Hitler within the
context.
The symbol is presented in a positive light by juxtaposing it with images of a
cheering crowd and smiling faces, connoting that the regime is prosperous
and beneficial. In my documentary, the symbol of the Olympic rings is
accompanied by uplifting, positive narration from Dampney, connoting all
of the positive experiences sport brings.
Whilst my product adopts conventions of Triumph
Des Willens, the extent to which propaganda is
employed is subdued in comparison. Triumph Des
Willens forces such representation repetitively on the
audience, whilst my text leaves the audiences to form
their own opinions.
I think this is important for contemporary audiences, who
are more active consumers of media and need freedom to
think autonomously.

14. Montage Editing
I used montage elements to support certain parts of the
narrative and portray certain ideas.
I used a fast paced montage sequence when
discussing drug abuse in sport. The inclusion
of close up shots of pills and syringes
connoted this. The use of a time lapse
symbolise how the problem is an ongoing
problem within the running of sport.
I also used a montage sequence to accompany
Paul Reece’s narration about sport. The
inclusion of an elder gentlemen playing sport
synchornised with the line “its got to have a
place for anybody”. The use of synchronous
elements within the montage sequences helps
to reinforce the viewpoint to the audience.

15. My use of montage elements was
influenced by those seen in Blackfish; I
used a similar style of montage as seen in
Blackfish, such as the compilation of
whales suffering as well as the accounts of
injuries to trainers in order to enforce an
emotive idea. I also used a time lapse
sequence in a similar way to Blackfish,
which symbolised the never ending cycle
of killer whales suffered in captivity.
The montage sequences in Coffee Shop
Hotshots had a big influence in my
piece, as they featured shots concerning
city life and society in regards to the
coffee industry, such as the long shots
featured down high street. I was able to
employ similar shots in my montages to
convey a similar effect.

16. Use of Actuality Footage
Sporting actuality footage was very important in
satisfying the needs of my audience. I employed
similar actuality footage as that seen in the
“Sydney 2000 Olympic film”, such as action
shots of sporting competition to convey the
action and drama that audiences want to
consume. A good example is seen during a
montage sequence, where the shakiness of the
camera footage used to shoot a Brazilian sports
crowd conveyed the sincerity of sport and the
emotion it can evoke it people.
This is seen in other documentaries, such as
“Blackfish”; However, the shaky camera
footage used here conveys the sense of
secrecy that obtaining the footage involved,
and thus I have employed the use of cinema
vérité to a different extent.

17. Music
• I employed the use of two backing tracks within my
documentary.
• The first track was an upbeat, high keyed piece that was fairly
evangelical and positive. This had the effect of creating
positive connotations when juxtaposed with sport and evoked
a sense of excitement and joy in the audience. This piece was
then used again at the climax of the film to reaffirm these
positive images
• The second song had much lower key, with a slower temp
and deep tone, creating a dramatic effect. This emphasises
the problems of drug abuse and discrimination within sport by
evoking a sense of shame and despair causing the audience
to reflect on the problems present.
A jovial piece, similar to my first track, is used in Spelbound to create positive
connotations around the ideas of spelling bees, as well as a more depressive, reflective
track in order to reflect on the stress caused to the young spellers. I employed this
similar style/convention within my piece to portray such an effect.

18. Animations and Inter-Titles
My use of animation and the design of my inter titles was very basic
within the documentary.
I used a white, slender typeface for my
inter titles and main title to create a
modern style to the documentary. The
typeface is similar to the London 2012
Olympic logo, carrying on the
symbolism of the Olympic spirit.
The use of animated, slide on text boxes
containing facts is employed in order to provide
the audience with more information in a
different visual form; the animation is fairly
basic, in order to not distract away from the main
narrative. The use of such facts allows for further
information to be provided that the narrative
style restricted due to interview dialogue being
used.

19. My use of visual animation was inspired by Coffee Shop Hotshots, however
within my piece I feel as if I used a minimalist style in comparison. In the real
text, an animation is used that portrays statistics mentioned din the narrative,
with synchronous movement relevant to the footage shown on screen. This
was very engaging visually for the audience
I instead used facts with a greater amount of text with simpler animation, in
order to present the maximum amount of knowledge in the short time scale by
brief presented. Real media texts do not need to worry about this, and instead
seek to provide aesthetic appeal to the viewer. To this extent, I was able to be
inspired by real media products without having to copy there exact conventions,
developing my creative production abilities.