1. Evaluation question 1
How did you use new media technologies in
the researching, planning, construction and
evaluation stages?

2. Research stage
During the research stage of my music video I used a variety of new media sources to develop my knowledge
on music video conventions.
One form of new media I used was the video sharing site Youtube. This enabled me to watch a countless
number of Pop music video’s to see how real life artists implemented the conventions in their video’s.
Another form of new media I used in the research stages of my video was Google. I used this search engine to
read information on theorists such as Laura Mulvey and Andrew Goodwin. In Goodwin's book “dancing in the
distraction factory”, he points out the characteristics and features that can be found in music video’s, such as
the fact that in music video’s there is a reference of looking. This is where the audience can see people in the
video looking at the artist or the artist looking at themselves.#
One of Mulvey’s theories is the “Male Gaze Theory”. The male gaze is about how men see women, how women
see themselves and how women see other women. .One part of her theory suggests that the camera/
audience always represents a heterosexual man's perspective of the scene objectifying women. This means
anyone in the audience will see the video from a heterosexual man's view before seeing it in their own view
secondarily. Another part of her Male Gaze Theory suggests that women are only portrayed as one of two
possibilities. Either as a virginal innocent character or a sexy "whore". This is called the virgin/whore
dichotomy.
To see how previous students had put these conventions together, I watched their video’s on the school
blogging site, The VLE. This gave me an idea of how could put I own video together using similar resources.
Slideshare is an online media collection site where people can upload slideshows. I used this site to develop my
knowledge on conventions as I was able to see how other students had put their video’s together.

3. Planning Stage
Once I had finished researching music video’s, I began to plan my own. A lot of the planning
was done using storey boards so that I could plan how to plan my music video.
One form of new media technology I used for planning was the stills camera. Me and my
project partner, Kyren, went out location shooting for potential places to film the video. We
decided to use the woods located just behind the school.
Doing a location shoot gave us an idea of how we could shoot the video in the location of
the woods and what it would look like.
To put our storey boards on to our blogs we needed to take a picture of them using the stills
camera.

4. Construction stage
During the construction stage of my video I used many new media technologies such as;
Imovie, Garageband, Publisher, Green screen and a video camera.
Imovie was the programme I used to upload and edit my footage. By using Imovie I was able to do many
things with my footage such as edit the brightness, add my music track, add transitions and add themes.
Garageband was the programme I used to edit my track. Using garage band enabled to cut unwanted
bits from the song and then place it back together so that the music still matched up.
For part of our video we decided to use the green screen. This was a particularly easy part to film as all
we had to do was set up the green, film and not worry about the location. After using the green screen
we went out and filmed the background footage we needed to place over the green screen.
Garageband and Imovie are very compatible as I can transfer the trach I create on Garageband over to
Imovie to use with my footage.
To film my music video used a digital video camera. I found this relatively easy as I had used the video
camera before on previous media projects.
In the creation of my print products I chose to use Microsoft publisher as I had experience in using this
programme in creating other posters in media. Using publisher made it easier to crop down photos and
fit them in templates to coincide with the size of a real life digipack.
At one point in the construction of my video I emailed the track we were using from my Iphone so that
we could download it on the computers. This is an example of convergence as there are many forms of
media converged onto one device.

5. Evaluation stage
During the evaluation stages of my video I uploaded my video to the online
media collection site YouTube and the social network sites such as Facebook
and Twitter. Uploading my video to these sites mean I could potentially
receive feedback from a global audience as these popular sites has millions of
users. Once the video is uploaded to these sites I will be a global media
producer.
I also used a video camera to film my classmates while they discussed their
opinion on my video. Filming my classmates was useful as they understood
the conventions used in pop music videos and would be able to identify them
in their feedback.