The document summarizes how new media technologies were used at different stages of creating a music video production. In the research stage, technologies like Prezi, YouTube, and PowerPoint were used. Planning utilized YouTube, Photoshop, DaFont, and Prezi. Production employed an SLR camera, Flip HD camera, iPhone, Final Cut Pro. Evaluation applied PowerPoint, SlideShare, and social media sites. New technologies played a key role in all aspects of the project from concept to completion.

1. MEDIA STUDIES EVALUATION
V - WAR

2. IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE, DEVELOP OR CHALLENGE
FORMS AND CONVENTIONS OF REAL MEDIA PRODUCTS?
“WAR what is good for absolutely
nothing” In the making of a music video it is very important that you take some notice of
key media conventions and theories. Through our music video production we
involved many things which to both challenge and support of Goodwin’s theory
in particular. We relate to his first theory of there always being a relation
between the image shown and the lyrics sung, as a group we decided to
contradict the lyrics said therefore challenging Goodwin’s theory, we done this
by the lyrics saying “WAR what is it good for absolutely nothing” and us
showing the main leaders involved with the Iraq war Tony Blair and George
bush, this is a contradiction as this song is clearly against the war saying it is
good for nothing where as both Tony and George supported the war heavily,
although we show some support as by making a mockery of the leaders shoring
they made fools of themselves by announcing the war. We also done this
through the lip-syncing we have at stages throughout our music video
production, which is then a direct link between the performer and the song itself.

3. IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE, DEVELOP OR CHALLENGE
FORMS AND CONVENTIONS OF REAL MEDIA PRODUCTS?
We decided to go also against the theory of the
multiple number of close up to the artist. We decided
to use this very briefly through the music video. We
decided to go against this theory, as we wanted our
group not to be seen as a band with one member
receiving all the fame we wanted to be seen more as
an organization, which involved a number of separate
different people not just one egotistical member
wanting to hog the spotlight. Also there is one
intertextual reference from a news report given about
the announcing of the Iraq war from Tony Blair, this is
supporting Goodwin’s theory of other media texts
being present through the music video. This also
supports the first theory of contradicting the lyrics as
we make there seem to be some support of war,
which we are clearly against.

4. HOW EFFECTIVE IS THE COMBINATION OF YOUR MAIN PRODUCT AND
ANCILLARY TEXTS?
From my own personal opinion I believe that all three media texts such as my digipak, poster and music
video work well together although some further amendments could be made to further the advertisement
given to band and the released single itself, this mainly with reference to the poster. Although the poster
may be lacking the three work well together in promoting the band, this is done by an effective showing of
a consistent recognizable image of Tony Blair and George Bush which has become my own personal
iconic image for which the audience would recognize and instantly know which band it all represents. This
also I believe would have a big appeal to the target audience, this is due to the fact that the older
generation which we have chosen to target from my own experience pay close attention to war and
politics, this is portrayed very well through my groups music video production with the constant emphasis
on one or the other of these two issues this is shown by the use of the masks in all the areas of my
production work showing both Blair & Bush who were the main politicians involved with the starting of the
Iraq war. Although I do believe there could have been a closer relation to Anti war over the political
mockery in which we make mostly of Tony Blair and George Bush.

6. WHAT HAVE YOU LEARNED FROM YOUR AUDIENCE FEEDBACK?
• Throughout a music production it is key to receive feedback, as the main aim of the music video
is to appeal greatly to the target audience. With reference to the Music video we received a
numerous amount of feedback both good and not so good from the screenings done within
school. From the original feedback given it was clear that it was believed our music video had
clear potential as from viewing this they all said from the options given that it definitely had
potential. This was clear through the research stage which a questionnaire was handed out it
showed the positive comments which everyone had given shows the belief in potential that the
idea had.
• From the feedback given we took most of it all on board, in reaction to these we took our time
to film even more footage adding extra shots where felt necessary such as extra shots of the
coffin to make the most of our main prop, also we added in further stop animation and the band
name which we had changed on three separate occasions. The most successful change we had
would be effect in which we had taken off of Lawrence's performance to put back on, this is
because putting the sepia effect back on added to old school rustic effect which works well with
the genre of the song being rather old school and the effect made the video seem so with this
seeming so it shows the audience that war has affected people of all generations both past and
present and that its time for a change to peace.

7. WHAT HAVE YOU LEARNED FROM YOUR AUDIENCE FEEDBACK?
• We also used a social networking site, Facebook, to gain further feedback from a wider
audience. Facebook provides a good place to put the music video as it provides us with a
wide array of people which check their Facebook every day and will take their time to
watch our video and make their comments, this is very important as it is good to receive a
variety of opinions rather than just the same people again and again as they may proceed
to get bored after the first few showings. The feedback given was mostly positive, as most
people who viewed understood the message and issue, which we were trying to get
across from the music video.

8. Attached are evidence of the feedback sheets in which we received during separate screenings

9. HOW DID YOU USE NEW MEDIA TECHNOLOGIES IN THE CONSTRUCTION AND R ESEARCH,
PLANNING AND EVALUATION STAGES?
• New media technology has been used through every single stage of this music video
production. New technology plays a massive role in the production of the modern music video;
this is because through the new technology it gives the opportunity to be even more creative
with work by the new technologies enabling them to do so. The main piece of technology used
throughout the whole project was blogger, this is an effective piece of new technology as
enabled us to document and keep track of all work which we have done through the entire
project and be able to present the work in a fashionable and creative way.
• Throughout the research stage I started with the use of Prezi, this was used to research into an
artist as a summer task set, the use of this technology enabled me to create a very eye
catching presentation for everyone to see. Furthermore youtube was extensively used
throughout, this gave me the opportunity to look into and analyze other music videos that would
be similar to the groups idea and even to provide inspiration in the planning stage of the project.
There was also a successful use of powerpoint in creating a questionnaire in researching
weather or not the initial idea which we had was supported by others as well as ourselves.

10. HOW DID YOU USE NEW MEDIA TECHNOLOGIES IN THE CONSTRUCTION AND R ESEARCH,
PLANNING AND EVALUATION STAGES?
• The planning stage also involved the use of modern technology. We continued to use
youtube as to prepare us for the story boarding and the getting of inspiration for the
project, this lead to an over complicated idea in which we did struggle to fulfill. Also
Photoshop was used at this stage, this was used to plan the band logo along with the
audience profile; this enabled us to edit all the pictures needed to do so. Furthermore we
used Da Font in the finding of our typography for the band poster and music video itself.
Finally through this stage I used Prezi in which to present my mod board in an attractive
manor.

11. HOW DID YOU USE NEW MEDIA TECHNOLOGIES IN THE CONSTRUCTION AND R ESEARCH,
PLANNING AND EVALUATION STAGES?
• The production stage is the stage of the project where new technology was used mostly. Firstly with
reference to my digpak we used an SLR camera which aided me in getting all the pictures needed to
put on the digipak in particular this worked along with Photoshop which allowed me again to edit all
the photos which I put on my digipak. This process was continued through the design and making of
my poster, with the use of the SLR camera it aided me in being able to take the best quality photo
possible.
• The making and editing of music video itself was the most vital period in which we needed the use of
new technology. To get the footage we used an SLR camera along with the flip HD camera. The SLR
was used for the stop animation and again provided us with the ability to take the best pictures
possible to do so, the flip HD camera enabled us particularly for the performance shots where we
became able to get constant footage. Also through making the video it was necessary to use an
iPhone and docking station, this was used so that we were able to successfully show the lip syncing
keeping it all in time with the music so that it makes the video look genuine. The most vital point
came soon after with the use of Final cut pro, this piece of technology is particularly difficult to use,
although once we finally got the hang of it the process became a little easier, the use of final cut pro
enabled us to edit the music video fully, with the use of the software we were able to cut shots and
delete bits not needed, speed up shots and order are stop motion footage, also it provided us with
the ability to being able to put any necessary filters over the footage in which we become then able
to create the desired effect.

12. HOW DID YOU USE NEW MEDIA TECHNOLOGIES IN THE CONSTRUCTION AND
RESEARCH, PLANNING AND EVALUATION STAGES?
• The evaluation stage also involved the use of new media technology. Firstly there was the
use of powerpoint again, this was used in order to make the evaluation itself this provided
the opportunity to present the evaluation in a stylish way to everyone. Furthermore it
enabled me to use slide share which is a website which allows you to upload powerpoints
in order to make them available to be put on the blog which we are using to document all
work. We also used social networking sites such as facebook which allowed others to
evaluate our work and share their opinions on this.