2. The final hurdle and the difference
a good evaluation can make.
This is the last part of your coursework – but by no means the least important bit. In fact,
the evaluation is worth as many marks as your completed music video! And twice as many
marks as the storyboards you laboured over and spent so long researching into.
The question as to why we spend so much time on the Pre-Production and Production
tasks in comparison to the Evaluation can be answered simply: Without the research for
your storyboards, without good storyboards, without a good quality of media product
there will be no decent evaluation.
The evaluation is essentially an analysis of the conventions of the Music Video as a
medium, and an evaluation of how you have used this analysis and understanding to create
your own storyboards for a music video. Followed by an analysis of the strengths and
weaknesses of your group’s music video in comparison with real exisiting music videos,
including a brief summary of your target audience.
The good news is that if you completed all of the research tasks you were asked to do
before you started your storyboards then this will be a straightforward piece of work.
The only bad news is that this report must be limited to between 1200-1600 words,
which is not very much at all. You must choose your words carefully and be analytical at
all times.
REMEMBER: This is NOT a diary of everything you did.
It is an analysis of your work and the research you conducted.
How is it marked?
Your evaluation is split in 2 assessment objectives both are worth 20 marks each:
AO4: Demonstrate the ability to undertake, apply and present appropriate research.
AO2: Apply knowledge and understanding when analysing media products and processes
and when evaluating their own practical work, to show how meanings and responses are
created.
Your evaluation is marked out of 40.
Please note: All evaluations should be submitted electronically or via email.
3. What to write, and how to organise it?
The following plan is a guideline to help you include all of the things you need
to succeed in the evaluation. To be able to do this effectively you should
have in front of you: Your storyboards, your research portfolio, your
completed music video.
Part 1
Outline and explain the research you did prior to completing your Pre-production. You
may bullet point the main findings of your research but the most important part is that
you discuss how your research informed your pre-production.
Be specific! Don’t just say you analysed music videos and now you know what a music
video should look like.
• What are the conventions of music videos and how have you incorporated this
into your storyboards? (think mise-en-scene, narrative, camera/editing)
• What conventions/expectations engage the audience?
• Which music videos influenced your work and how?
• How did your research help you to draw successful storyboards?
• Refer to as broad amount of research as possible – if there are music videos you
vaguely remember, go back and watch them again to help you.
Always give examples from your research and follow it up with specific examples from
your storyboard to show the connection between the two.
Part 2
Give a justification of the target audience for your production (the music video you have
made). Explain who your target audience is and how your production has been
constructed to appeal to this audience.
Be specific! You’ve already done this as a research task. I’m looking to see that you can
use media theories you know to classify your audience. (Hint: think 4Cs, Lifestyle
Categories etc).
Part 3
Critically reflect on your production. Is it successful in appealing to its target audience?
Highlight strengths and weaknesses of your production.
Be specific! Break down your finished music video and discuss how different elements
appeals specifically to your target audience.
Major hints:
• Type of narrative (open/closed, single, dual, multiple)
• Stages of narrative (Todorov)
• Character types
• Narrative devices (enigma/action codes, flashbacks)
• Audience positioning (shot types such as POV, CUs)
• Mise-en-scene (setting, costume, props, lighting etc)
• Intertextuality
• Transitions & editing techniques (fades, cuts)
4. • How your production fits the conventions of the genre
• Representations of groups – challenged or reinforced?
• Audience expectations – met or broken?
• Audience responses (Uses & Grats, Stuart Hall)
• Remember to be analytical – Describe what’s there briefly, say WHY it’s there –
what it connotes, signifies, symbolises, represents.
Discuss your role in the success of this project.
Part 4
Compare your production with existing/comparable products available. What
improvements could you make to improve your production?
Be specific! Discuss specific music videos that you could compare your video with. Why
is yours better? How does your video sit in the current trend of music videos? Which
music channels or music TV shows would you find the video in and why?
Then finish on a concluding sentence saying how successful your coursework is!
Key to success – MEDIA LANGUAGE
You have learned a lot of terms and theories connected to audio visual media in this
course. Remember to use them throughout your evaluation.
The notes and work we have done on film and television should give you plenty to think
about – make sure you are thorough in using it.
At the same time always make sure you are using the language of media analysis. A few
reminders:
• Connotes
• Signifies
• Represents
• Symbolises
• Juxtaposes
• Emphasises
• Exaggerates
• Encourages the audience to empathise with…
This is NOT a diary of the story of your coursework, it is an analytical piece of huge
importance.
In context:
Evaluation = 40/100 coursework marks
Coursework = 50% of AS Media Studies
Therefore…
Evaluation= 20% of AS Media Studies!
Done well this can make the difference of two grades to your final result – do it well!
