In the construction of their music video, the student used several media technologies: - A digital camera to film footage and a memory card to store it. They edited using Adobe Premiere Pro which they were familiar with. - Photoshop to design CD covers, using layers, filters and selection tools. - YouTube to research advanced editing techniques when needed. - Microsoft Word, Excel, PowerPoint and printing to design questionnaires, analyze results and create presentations for evaluation.

1. EVALUATION 4.
HOW DID YOU USE MEDIA TECHNOLOGIES
IN THE CONSTRUCTION AND RESEARCH,
PLANNING AND EVALUATION STAGES?

2. RESEARCH
In the research stages we needed to use various technologies to gather data and information.
The first technology we used was the internet. I used search engines such as Google and Yahoo in order
to define and narrow down results for information regarding the definition of music videos, and finding
useful websites. The first website that I used to define a music video was Wikipedia, which I successfully
managed to find an accurate definition. I then checked this definition against other websites such as
dictionary.com to verify this definition, ensuring its accuracy. This was due to the fact that Wikipedia is a
publicly run organisation and therefore could be unreliable. I also searched for another definition from a
book resource, ‘Dancing in the Distraction Factory’ by Andrew Goodwin. I then analysed this book which
also helped with research. I also used MTV’s website to learn about the making of MTV in which I was
able to find reliable facts and information.

3. Also during the research stages I decided to explore certification and classification. I used the internet
again, using the British Board of Film Classification’s website to define meanings and research reliable
information. I then progressed onto researching about the history of the music video, and researched
music videos using YouTube.
YouTube was a particularly good technology to use when it came to finding music videos to research, and
watch in full. It allowed me to grasp the true concept of the music video through the digital use of the
internet, and I was able to share this video by posting the URL link into my blog – allowing for an
interactive use on this technology. I then took screen shots from the videos to use as visual pictures when
describing about the conventions of music videos, including shots, composition and colour. I created
montages of videos that I had viewed using stills from the videos, and put them together in Photoshop
CS5 which was a good image editing technology. Another video viewing website I used to view music
videos was Vimeo and Vevo. These both provided valuable music videos which I could analyse and be
inspired by, such as the ‘Learn’ and ‘Move’ videos by Rick Mereki which were very inspiring to watch and
provided some inspiration to our own product.

4. To gather target audience research, I designed some questionnaires using Microsoft Word. I then printed these out using the
technology of a HP black and white printer. After gathering the results, we analysed them using Microsoft Excel to create pie
charts that were easy to read and incorporate into my blog.
Another technology we used during the research stages was a camera phone, to take location shots and it was helpful to be
able to research on the go, when we had time limitations on some of our shooting locations.
When researching for the band homepage, I used the internet to search for artists homepages and found a number of band
homepages such as rihannanow.com and skrillex.com. These websites were very useful when comparing our work to existing
homepages, and trying to conform to existing conventions. I then used screenshots by using the ‘Windows snipping tool’ from
the websites in order to display on my blog.
While researching for the CD covers I used the internet search engine, Google images to gather image results for existing CD
covers. This was vital due to the fact we needed to conform to the conventions of existing media products to ensure a
professional design that works. I also used websites such as katyperry.com, LadyGaga.com and thisisnero.com to gather
images of CD covers.

5. PLANNING
In the planning stages we used the internet to communicate, via social networking sites like
Facebook and Whatsapp. Here we discussed further song ideas and we also kept up to date with
work sharing. This was a very good communication tool as we were able to send group messages
between us so that we knew exactly what was happening throughout the planning stages.
Other technologies we used to communicate with were our mobile phones. We sent text messages
arranging times and dates for group planning sessions, and filming sessions. I also used my mobile
camera phone to take images of spider diagrams and notes that we made during lessons. My
mobile camera phone was also used to take photos of our group as evidence of working, which we
added to our blog to make look more visually stylish. We used our camera phones to take photos
of locations for our location reports. For example when we visited a location we took a photo of the
view and wrote some notes using the ‘notes’ app on our devices. The mobile phone was a very
convenient tool due to the fact that we always had our phones with us and therefore we could use
the camera app whenever appropriate, and the notes app to write down thoughts, ideas or notes to
do with media.

6. We drew out our storyboard and used a scanner to scan our drawn sketches of our
designs and story boards. This worked out efficiently as we were able to transfer our
drawn data onto the computer and onto our blogs to share and demonstrate our
plans.
After creating the drawn storyboards we found images that we previously took using
a digital camera to illustrate the type of shots and composition that we would use.

7. For the costume and characterisation planning, I used fashion websites such as
TopShop and H&M to create an outfit that conforms to our conventions, of
fashionable and something that our target audience of young teens can relate to.
We used the school intranet to upload our plans so that our audience could review.
This enabled us to receive comments from a wider audience about our storyboards.
We decided to use the same editing software that we used last year (Adobe premier
pro) as we were familiar with this technology and we were comfortable using it.

8. CONSTRUCTION
In the construction stages we used digital cameras to film the footage. We decided to
use my own Sony A58 digital camera due to the fact it had HD video recording and
would be able to produce good quality footage. We were also familiar with the way it
works and therefore did not need to learn how to use it – thus saving time. Some of
the shots we produced were; over the shoulder, low angle, wide shot, close up and
long shots combined with techniques such as panning, tracking and zooming. We
made sure the batteries were fully charged before each filming session, and that the
memory cards were fully cleared to allow maximum filming to take place without
having to change memory cards.

9. We used the editing software in post production; Adobe premier pro. This was one
that we had previously used last year and therefore we were familiar with it. The initial
techniques we used to edit our footage were adjusting the brightness and contrast to
improve the quality and appearance. We also sharpened it for the same effect. We
had added extra overlays as we had previously planned for. We cloned a couple
scenes to use rather on in the video, such as the smoke room scene, we also slowed
down some scenes to add effect and let the audience absorb what was going on, such
as the burning paper scene.
We had to use YouTube to research advanced techniques in premier pro that we were
not aware of, such as how to blur out parts of an images, and overlays. It was vital that
we researched how to do this to ensure we got it correct.

10. CD COVER CONSTRUCTION
To construct our CD covers we used a digital SLR camera to take the photos of our
artist.
To edit our CD covers we used Photoshop CS5 which I was already familiar with. We
used a ‘dark strokes’ filter to make the character look slightly surreal, and then
contrasted this to give a harsh edge. We used a ‘Gaussian blur’ to blur out the
background, and adjusted the hue and saturation to make it a dark grey/black. This
conformed to the rest of our theme. To select the artist we used the ‘quick select’
tool, and the ‘magnetic lasso’ tool, both of which were efficient at selecting the
character from the background so that we could edit one or the other at a single time
by clicking ‘select inverse’. We then used the text type tool and added a simple font in
a complementing colour. We used layers on our CD covers due to the fact that these
were easy to work with as it allowed us to edit one single layer at a time rather than
select tiny parts from the image as a whole which proves less accurate. The layers also
allow us to change individual components and experiment more with them, so our
final product was better developed.

11. EVAULATION
In the evaluation stages we used Microsoft word to design and create questionnaires. We then used a HP
printer to print these. We used Microsoft excel to analyse data and create charts such as pie charts. This
worked effectively as we were able to show statistical data in our analysis. We then uploaded our videos
to YouTube so that we could share them and put them on our blogs.
For my evaluation question 1, I chose to create a PowerPoint using Microsoft PowerPoint and then
uploaded it to slide share in order to have it featured easier on my blog.
For my evaluation question 2, I used purchased an app on my iPad called bContext. This app allowed me
to present our finding whilst doing a voiceover. This was then uploaded to YouTube in order to publish it
on my blog.
For my evaluation question 3, I used prezi app on my iPad, for ease. This was then published on my blog.

12. OVERALL
Overall, we used multiple media technologies through the stages of research,
planning construction, and evaluation. Some technologies we were not familiar with,
we learnt how to use via other technologies such as YouTube tutorials, or reading
information leaflets or browsing the internet. I think I have learnt a lot about the
available technologies we can use to plan and construct a video and feel confident
about the new knowledge I now know about music videos and advertising.