In the construction and research stages, EmilyJohnson used various media technologies and online platforms. She conducted research on existing artists in her genre using Google to find images and learn more about their styles. This helped her develop an understanding of codes and conventions to include in her own work. She also used YouTube to watch music videos and develop her knowledge of genre expectations. Various software like Microsoft Word, PowerPoint, and MindGenius were used to plan and document her work. Photoshop was used to create ancillary pieces. Mobile phones were used to film portions of the video to achieve a grainy, conceptual style consistent with the indie genre. A Nikon SLR camera provided higher quality contrasting footage.

1. EmilyJohnson
Media
Evaluation
Question 4- How did you use media technologies in the construction and research, planning and
evaluation stages?
In the process of the course I use an array of different media platforms and different a variety of
different technology for the best overall out comes with my work.
Before conducting my own work I rehearsed existing artists of my chosen genre so I could expand
my knowledge on what to include in my work. To do this I regularly used the internet as my main
source for research.Itallowedme tocarry out primaryand secondaryresearchespecially in product
and market research. Google online search engine was a significant contribution to my work as in
manyways.An example of thisiswhenIwascarryingout product researchandI collectedimages of
currant artist’s advertisement and their digipaks. This had a positive impact on my work as
highlightedspecificcodesandconventionIshouldinclude inmywork.Furthermore Google was also
effectiveasIusedto researchmy chosenartistsinmore depth.Thiswaseffective as it was easier to
think of a concept for the finished music video because we, as a group wanted to make it a
traditional LanaDel Ray style video. Additionally we used YouTube to watch music videos from the
genre we picked. This was effective as it help me develop my knowledge further on the typical
expectationsof whatourmusicvideoshouldinclude in order to follow the stereotypical codes and
convention of the indie/ alternative genre.
Overall we used a variety of software on the computer to help construct the majority of my course
work. In the research proses I frequently used Microsoft word and occasionally Microsoft
PowerPointtodocumentmywork.Forexample Iconsistentlyuseditwhilstanalysingexisting media
productsfrom artiststhat relate toLana Del Ray. Thishelpedasit made it easier to reflect upon my
work when creating my final product to ensure I was following the traditional expectation and to
reassure the conventions was in place. Furthermore I used software named MindGenius. This
particularsoftware isusedto create mind maps in an organised fashion. I used this when planning
the videoandwhat contentitwouldhave.Alsowhenwe wasinitiallythinkingof ideas for the genre
and artists.Thishelpedasthe layoutwassimplisticandit was easy to navigate so therefore it made
the planning more efficient.
To create my ancillaryworkof a digipakandprintadvertisement I used Photoshop. As I already had
previousexperience onthisspecificsoftware Ifoundit easyto navigate roundthe sight.Asa result, I
felt comfortable experimenting with different effects and the resolution of the images. This was
effective as it helped me apply some of the common codes and conventions for the genre.
When gathering my product research, I realised that artists from the specified genre consistently
incorporatedaconceptual style intotheir video. As a result of this we, as a group, thought it would
be effective to have a range of different technologies to mirror the conceptual themes that are
anticipated. As a result of this we used collectively used our mobile phones to video some of the
contentas itwouldpresentaverisimilitude fort the target audience. By using our phones to film, it
creates a grainy effect on the video quality and this could give a distorted feel for the target
audience. This particular effect could be considered a convention of the indie genre as I
acknowledgedfrommyresearchthe artistslike tointroduce vintage effects. Thisis also effective as
it would help the audience relate to the video as they would feel like they are actually with the

2. EmilyJohnson
Media
Evaluation
artists in the video. This is a typical convention of the indie genre as it could be seen as a
technological convergent. It has become more evident over the years that as technology are
becomingmore advancedartistslike touse theirsmartphonesin their work. Furthermore, we also
useda NikonSLR camera.Thiswas because althoughwe wantedaquirkystylisedvideowe wantedit
to be aestheticallyprofessional aspossible.The qualityof the video we film with the camera was of
goodstandard andthe imageswere more defined. This gave a good positive contrast between the
granny images filmed by our phones.
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