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Evaluation
My final product for the project for Sunderland Culture is a bid video which displays Sunderland
through the ages to present day, ending on the advancement and creative transformation of the
city. In this evaluation I will go through my planning process, intentionsbehind the piece and the
construction and developmentof my ideas into an end product.
Firstly, I would like to go through some theories that I have found relevant to my own product.
Katz and Blumler’s theory ‘Uses and Gratification’ can be applied to my project. I believe that if
my audience is active, they can use my bid video as part of their personal identityor
relationships. In more detail,if they are from Sunderland, my video could encourage them to
think about what makes them a ‘Mackem’- like the brief asked originally.I’m hoping that it will
inspire people to think about their roots and how exactly that fits in with their personal identity.
Perhaps they can take elementsof the video (such as the section on heritage or creative arts)
and be able to see themselveswithin it. In terms of personal relationships,they can use the
video to spark conversations about
the same question ‘who am I’ (being
from Sunderland). Audiences could
potentiallybe discussing with their
grandparents etc. to find out more
about their family history and how that could make them who they are today.
The second theory I would like to address
is Gerber’s ‘Cultivation Theory’ that
discusses repeated messages in media
having a lasting effecton audiences.
Particularly, the fact that Sunderland
hasn’t always had a good reputation
within media. The people of Sunderland
are no stranger to seeingarticles online
regarding violence,anti-social behaviour,
robberies etc within their city. Though
most of these don’t make national news,
one google search is enough to see that
Sunderland isn’t a particularly favorited
city withinthe UK. I believe that a lot of
my audience will be aware of this. My
video goes against this bias and brings
Sunderland out in a positive light which
will also hopefullychanges peoples
perspective on this. I am presenting it in this
differentlight by showing off the
visuals of the city through mise en scene (Penshaw, beach etc) as well as speaking about our
extensive history. This also relates to Gauntlet’s ‘Pick and Mix’ theory. People will not relate or
choose to identifywith Sunderland for the reasons of crime or bad reputation within the city,
however, they could still choose to side with the heritage that we have. They may want to use
my videoand particularly its section on heritage to identitywith- they could ‘pick and mix’ this
part of Sunderland to connect with. In my video, I think it is apparent that I’m not trying to make
out Sunderland to be the most perfect city. My video accepts that the city has flaws. These are
mostly shown through camera techniques and mise en scene- camera is shaky which represents
imperfection, as does the clips on more gloomy days where the weather is overcast. This is how
I’m hoping my audience will interpret it on a deeper meaning- there are always both good and
parts to every location.
Going back to the start of the project, I carried out some research into the client,my audience and
some similar products. These all played a significant part in helping me decide what to do for my
own video. The research into the client definitely helped me to start generating some ideas on
what I wanted to be shown on screen. For example, I used clips from the National Glass Centre,
Sunderland Museum & Winter Gardens purely because they are owned by Sunderland Culture
and I thought that the client would like these buildings to be shown off and promoted. My
research on existing products also contributed to my initial idea generation. I watched and
analysed 3 bid videosfrom differentcountries, two of which had won that year and one that was
shortlisted. This showed me what sort of
things the judges of this contest were
looking for in the bid videos. For example,
I found that winning cities tended to have
a focus on the creative arts and tended to
have quite colourful mise en scene. I was
particularly inspired by Stoke-on-Trent’s
bid video at first. This was the video
without a narration which reliedpurely on
visuals of the video to tell the audience
what Stoke is like.However, my feedback told me that a narration would be useful.I also decided
to not conform to typical bid videos in one way in particular- all the video’s that I researched
presented their cities as synthetically perfect. No bad parts of the city are shown and paints each
one in a unrealistic light- even though, there will always be flaws to all of these places. Though I
didn’t feel that showing ‘bad’ parts of Sunderland would be beneficial, I didn’t paint it in an
absolutely perfect light.For example,shaky camera movements and more dull weather can show
imperfections. I did conform to some aspects of a typical bid video such as showing the creative
arts (something that seemed to work well for past winners) and montage style videos. I myself
tended to find the videos I researched to be negotiated reading (Reception theory -Stewart Hall)
, as I did overall like the videos style,setting, micro elements etc but found them to be unrealistic.
In having my video show some ‘flaws’ imp hoping that the audience may respond with dominant
reading.
Research on potential audiences also gave me a chance to think about what to include and how
to aim for a certain audience. As my target age group was already set at 1625, this gave me most
of the foundation. From there, I carried out some research of my own using Google forms and got
the green light from responses tellingme that they would be interested to see the final product-
these were all within the age bracket given in the brief.
I have identifiedsome strengths and weaknesseswithin my project. On the strengths, I believe
my editinghas become better and more experimental (e.g. transitions that were on the
storyboard). This makes for a much more interesting watch rather than a straight montage.
These have paid off and is something that I would definitelyreplicate in future if appropriate. I
also believe that my research skillsare now more in depth and precise, meaning I can clearly
envisionand target an audience- this is something that I was doing on a basic level last year but
have now improved upon and used in this project effectively.In terms of some weaknesses
throughout the project, I think that I could have improved the narration. As I didn’t originally
intend to do a narration for the piece,this was put together withinthe space of a week.I think if
I had known I was going to do it from the start, I could have went through the script a few more
times and tweaked it a bit more. This was then added in using Premiere Rush so I couldn’t adjust
the volume setting as well as on Premiere Pro. However, this doesn’t really affect the overall
quality of the project and so I am not too worried about it- its simply something that I will be
doing differentlynext time. I did also come across a few hurdles that were no ones fault such as
the coalmining exhibit(in the Sunderland Museum) being closed and slightlydelaying the editing
process due to having to go back a second time when it reopened.
The narration was added as a result of
feedback from my classmates. I had
some responses on a google forms
and also a focus group which allowed
me to find out what other people
thought of my project. The narration
was the most common answer and I
do think it paid off and now gives the
video more context as to what the
montages are and why they are
meaningful to regional identity.
Finally, I believe my overall project meets the brief well. I have had responses on my google
forms that have told me this and also have adapted my work to conform with Sunderland
Culture as a company. I have tried to reach
quite a large audience simply using 16-25 as
a guideline and no particular race or gender
etc. I have included what I thought would be
interesting to people and hope that there is
something in there for everyone. For
example, there is some football references
(to 1973 final, of which only Sunderland
supporters would recognize the clip shown
on top of the
statue). There are also referencesto music, creative arts, theatre etc so hopefullyitwill appeal to
as many people as possible.I think I explore the question well- ‘Who am I?’- and relate it back to
regional identity and how this shapes who we are today. It is up to the audience what they take
from the video, but there is enough to show why Sunderland should be city of culture - visuals,
arts, music, developmentetc.
In conclusion, I think the project is mostly successful and would make a good bid videofor
Sunderland to be City of Culture 2025. It showcases all the highlights of the city and is
heavilyinspired by past winners.
evaluation for Sunderland culture

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evaluation for Sunderland culture

  • 1. Evaluation My final product for the project for Sunderland Culture is a bid video which displays Sunderland through the ages to present day, ending on the advancement and creative transformation of the city. In this evaluation I will go through my planning process, intentionsbehind the piece and the construction and developmentof my ideas into an end product. Firstly, I would like to go through some theories that I have found relevant to my own product. Katz and Blumler’s theory ‘Uses and Gratification’ can be applied to my project. I believe that if my audience is active, they can use my bid video as part of their personal identityor relationships. In more detail,if they are from Sunderland, my video could encourage them to think about what makes them a ‘Mackem’- like the brief asked originally.I’m hoping that it will inspire people to think about their roots and how exactly that fits in with their personal identity. Perhaps they can take elementsof the video (such as the section on heritage or creative arts) and be able to see themselveswithin it. In terms of personal relationships,they can use the video to spark conversations about the same question ‘who am I’ (being from Sunderland). Audiences could potentiallybe discussing with their grandparents etc. to find out more about their family history and how that could make them who they are today. The second theory I would like to address is Gerber’s ‘Cultivation Theory’ that discusses repeated messages in media having a lasting effecton audiences. Particularly, the fact that Sunderland hasn’t always had a good reputation within media. The people of Sunderland are no stranger to seeingarticles online regarding violence,anti-social behaviour, robberies etc within their city. Though most of these don’t make national news, one google search is enough to see that Sunderland isn’t a particularly favorited city withinthe UK. I believe that a lot of my audience will be aware of this. My video goes against this bias and brings Sunderland out in a positive light which will also hopefullychanges peoples perspective on this. I am presenting it in this differentlight by showing off the visuals of the city through mise en scene (Penshaw, beach etc) as well as speaking about our extensive history. This also relates to Gauntlet’s ‘Pick and Mix’ theory. People will not relate or choose to identifywith Sunderland for the reasons of crime or bad reputation within the city, however, they could still choose to side with the heritage that we have. They may want to use my videoand particularly its section on heritage to identitywith- they could ‘pick and mix’ this part of Sunderland to connect with. In my video, I think it is apparent that I’m not trying to make
  • 2. out Sunderland to be the most perfect city. My video accepts that the city has flaws. These are mostly shown through camera techniques and mise en scene- camera is shaky which represents imperfection, as does the clips on more gloomy days where the weather is overcast. This is how I’m hoping my audience will interpret it on a deeper meaning- there are always both good and parts to every location. Going back to the start of the project, I carried out some research into the client,my audience and some similar products. These all played a significant part in helping me decide what to do for my own video. The research into the client definitely helped me to start generating some ideas on what I wanted to be shown on screen. For example, I used clips from the National Glass Centre, Sunderland Museum & Winter Gardens purely because they are owned by Sunderland Culture and I thought that the client would like these buildings to be shown off and promoted. My research on existing products also contributed to my initial idea generation. I watched and analysed 3 bid videosfrom differentcountries, two of which had won that year and one that was shortlisted. This showed me what sort of things the judges of this contest were looking for in the bid videos. For example, I found that winning cities tended to have a focus on the creative arts and tended to have quite colourful mise en scene. I was particularly inspired by Stoke-on-Trent’s bid video at first. This was the video without a narration which reliedpurely on visuals of the video to tell the audience what Stoke is like.However, my feedback told me that a narration would be useful.I also decided to not conform to typical bid videos in one way in particular- all the video’s that I researched presented their cities as synthetically perfect. No bad parts of the city are shown and paints each one in a unrealistic light- even though, there will always be flaws to all of these places. Though I didn’t feel that showing ‘bad’ parts of Sunderland would be beneficial, I didn’t paint it in an absolutely perfect light.For example,shaky camera movements and more dull weather can show imperfections. I did conform to some aspects of a typical bid video such as showing the creative arts (something that seemed to work well for past winners) and montage style videos. I myself tended to find the videos I researched to be negotiated reading (Reception theory -Stewart Hall) , as I did overall like the videos style,setting, micro elements etc but found them to be unrealistic. In having my video show some ‘flaws’ imp hoping that the audience may respond with dominant reading. Research on potential audiences also gave me a chance to think about what to include and how to aim for a certain audience. As my target age group was already set at 1625, this gave me most of the foundation. From there, I carried out some research of my own using Google forms and got the green light from responses tellingme that they would be interested to see the final product- these were all within the age bracket given in the brief. I have identifiedsome strengths and weaknesseswithin my project. On the strengths, I believe my editinghas become better and more experimental (e.g. transitions that were on the storyboard). This makes for a much more interesting watch rather than a straight montage.
  • 3. These have paid off and is something that I would definitelyreplicate in future if appropriate. I also believe that my research skillsare now more in depth and precise, meaning I can clearly envisionand target an audience- this is something that I was doing on a basic level last year but have now improved upon and used in this project effectively.In terms of some weaknesses throughout the project, I think that I could have improved the narration. As I didn’t originally intend to do a narration for the piece,this was put together withinthe space of a week.I think if I had known I was going to do it from the start, I could have went through the script a few more times and tweaked it a bit more. This was then added in using Premiere Rush so I couldn’t adjust the volume setting as well as on Premiere Pro. However, this doesn’t really affect the overall quality of the project and so I am not too worried about it- its simply something that I will be doing differentlynext time. I did also come across a few hurdles that were no ones fault such as the coalmining exhibit(in the Sunderland Museum) being closed and slightlydelaying the editing process due to having to go back a second time when it reopened. The narration was added as a result of feedback from my classmates. I had some responses on a google forms and also a focus group which allowed me to find out what other people thought of my project. The narration was the most common answer and I do think it paid off and now gives the video more context as to what the montages are and why they are meaningful to regional identity. Finally, I believe my overall project meets the brief well. I have had responses on my google forms that have told me this and also have adapted my work to conform with Sunderland Culture as a company. I have tried to reach quite a large audience simply using 16-25 as a guideline and no particular race or gender etc. I have included what I thought would be interesting to people and hope that there is something in there for everyone. For example, there is some football references (to 1973 final, of which only Sunderland supporters would recognize the clip shown on top of the statue). There are also referencesto music, creative arts, theatre etc so hopefullyitwill appeal to as many people as possible.I think I explore the question well- ‘Who am I?’- and relate it back to regional identity and how this shapes who we are today. It is up to the audience what they take from the video, but there is enough to show why Sunderland should be city of culture - visuals, arts, music, developmentetc. In conclusion, I think the project is mostly successful and would make a good bid videofor Sunderland to be City of Culture 2025. It showcases all the highlights of the city and is heavilyinspired by past winners.