Deadlines/Brief

Music videos are so 80s/90s, right? They belong with the era when MTV screened wall-to-wall vids instead of 'reality' TV? Try telling that to the millions who bought Gangnam Style; were they really simply loving the music? 1.6bn (and still climbing) have viewed the video on YT, not to mention the many re-makes (school eg, eg2), viral ads + celeb link-ups (even political protest in Seoul) - and it doesn't matter how legit it is, this nightmare for daydream Beliebers is making a lot of money, even from the parodies + dislikes. All this for a simple dance track that wouldn't have sounded out of place in 1990 ... but had a fun vid. This meme itself was soon displaced by the Harlem Shake. Music vids even cause diseases it seems!
This blog explores every aspect of this most postmodern of media formats, including other print-based promo tools used by the industry, its fast-changing nature, + how fans/audiences create/interact. Posts are primarily written with Media students/educators in mind. Please acknowledge the blog author if using any resources from this blog - Mr Dave Burrowes

Tuesday, 12 April 2016

CIE Evaluation overview

CIE NOTE: This is formally named the CREATIVE CRITICAL REFLECTION


THE CIE BRIEF:music promotion packageA promotion package for the release of an album, to include a music video (major task), together with a website for the band and a digipak for the album’s release (minor tasks).

You are marked not just on answering the question, but also for:
  • creativity in how you do so
  • using critical theory and self-critiquing [exam q1a/1b!!!]
  • use of technology to do so
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This is a 'hub' post for BOTH the CIE version of the A2 Media Evaluation AND the UK (OCR) spec on which it's based.  Use the hyperlinks below to find specific posts/guides on the 4 CIE/ OCR questions. See here for CIE blog guide.
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IN THIS POST:
  • The 4 CIE A2 Evaluation ('creative critical reflection') questions
  • The UK/CIE Evaluations compared
  • Your final post order
  • How to present your answers
  • Technologies to consider
  • How to be creative
  • 24-page coursework overview





THE FOUR CIE A2 EVALUATION QUESTIONS


In practice I will consider these as SIX questions, splitting Q1 + Q3 into two; in short (click hyperlinks for individual guides): 
Q1a: how you used or challenged CONVENTIONS 
Q1b: REPRESENTATIONS of social groups/issues 
Q2: BRANDING within your promotional package 
Q3a: how your products engaged with AUDIENCES 
Q3b: how they might be DISTRIBUTED 
Q4: how you integrated TECHNOLOGIES (software, hardware, online) in the project








THE UK OCR + CIE AS EVALUATION QUESTIONS COMPARED with hyperlinks
So you can grasp how these will link with your questions I've plotted below how these link. In time there will be more CIE blogs to compare with, but for now UK OCR blogs are a key resource for you

SUMMARY COMPARISON (= means similar to!) 

CIE Q1a CONVENTIONSOCR Q1 CONVENTIONS (Q1 posts)
CIE Q1b REPRESENTATIONS = no direct comparison; links to Q1
CIE Q2 BRANDING = OCR Q2 PACKAGE LINKS (Q2 posts)
CIE Q3a AUDIENCES = OCR Q3 AUDIENCES (narrower focus: feedback) (Q3 posts)
CIE Q3b DISTRIBUTION = no direct comparison
CIE Q4 TECHNOLOGIES = OCR Q4 TECHNOLOGIES (digitisation posts; new media posts)



Your final post order should show:
  • Welcome to my blog (a brief hello to readers explaining what they will find in the blog, with some brief reflection on how it went)
  • [title] Final Cut (good idea to put a screenshot of a links list of rough cuts and/or (AFTER the final cut!) embed a playlist of rough cuts (etc))
  • Digipak FINAL (good idea to put a screenshot of a links list of drafts/planning AFTER the digipak)
  • Website FINAL (good idea to put a screenshot of a links list of drafts/planning AFTER the LARGE link; below the link, a screenshot + link for each page too)
  • Reflection Q1 Conventions and Representations
  • Reflection Q2 Branding
  • Reflection Q3 Audiences and Distribution
  • Reflection Q4 Integrating technologies [don't forget to add a links list for the Eval Qs and put this high up your blog, just not above the blog archive]
  • Final Rough Cut

HOW TO PRESENT YOUR ANSWERS
Although I suggest splitting Q1 and Q2, you still provide FOUR posts, 1 for each full question.

FOR ALL Q1-Q4 put the full question at the top of each post; if there are multiple components to the post then add an 'IN THIS POST: ' summary as I have done for this post!

USE PAST EXAMPLES FOR INSPIRATION
As this is a new syllabus, for now I can only point you to UK (OCR) examples - the syllabus CIE based this Media course on. The 2015 IGS A2 students got 100%, the 2014 students (bar the Storm Queen group: still got well over 80%) got 99/100%.




CREATIVE APPROACHES AND MULTIPLE TECHNOLOGIES
It is crucial that you provide variety in how you present your responses - the format as well as the platform/technology.

I have detailed a wide range of useful technologies (tag link) on the MediaTechTips blog; aim to use as many of these as you can, don't just rely on standard vodcast responses.

You can have fun with these; your responses don't have to be formal in their mode of address, so long as you still convey the point!



Some ways of taking a creative approach:

ACADEMIC DISCUSSION PANEL
You can do this in a very ... ironic way if you wish... Its late night TV, tiny audience, tiny production budget, and some highbrow intellectuals are discussing/arguing about their competing takes on the media and how it works ... Stuart Hall is rolling his eyes at the Frankfurt School's Theodor Adorno insistence on the passive audience model of the hypodermic syringe model ... Carole Clover is trying to stay friendly with her sister feminist Laura Mulvey, who won't agree that the final girl in horror can  be seen as positive as the scream queen is negative as they explore feminist film theory and other media ... Postmodern philosopher Baudrillard is deconstructing the process and talking to himself, pondering if he is the real Baudrillard just now or a simulacrum ... Fellow postmodernist Zizek just laughs and makes some weird jokes ...

THE JOURNEY
This can be graphically represented in various ways, alongside (or as breaks between) detailed analyses of stepping stones along the way: you might introduce early exercises as a young child, but by the time you're discussing or summarising the final production and learning you're a sophisticated, widened adult. Or perhaps you create a crude, basic treasure style map, with pics of appropriate items representing key stepping stones or learning/development points (and the treasure trove being your final products!), animating a line representing your progress each time you return to this (you could use an icon to represent yourself as part of that line). You could also present it as a feature on an athlete's training regime ... lots of creative ways you can juice this up.

CHAT SHOW INTERVIEW SETUP
Set up one or two cameras, with a coffee table between two seats (you've seen chat shows... glass of water ...). EITHER take the role of interviewee AND interviewer yourself (keep the camera/s in place and film once answering the questions, once asking them - you could change clothing! Then simply use the crop/trim tool in Final Cut to combine the two clips as one shot - you'll need to film shots of each person being silent; a 2-camera setup makes this quicker to edit) OR ask a friend or parent to sit in as interviewer (even less editing then!).
Of course, the interview could be on radio ... (if so, including a snippet of what came before and after your appearance would add to the level of creativity!).
There all sorts of guests - inspirational figures like a Corey Greenop or Anton Corbijn, ...

MAGAZINE/NEWSPAPER/E-ZINE INTERVIEW 
Reflecting the basic layout of any of these, this is another option.
You could feature multiple interviews in a variety of formats.

SKYPE POST-SCREENING INTERVIEW!
I've been to a (2013) screening of a Universal Soldier sequel in the UK (Bradford's National Media Museum, as part of a festival) where the director was interviewed afterwards via Skype (he was in the US). Details. Again, you can get anyone to be the interviewer - you're scripting this! (In the context of a music video, this could be a retrospective of a director or music artist's work; an awards ceremony; festival)


QUIZ SHOW/GAME SHOWS
As my Family Fortunes post shows, there are lots of TV game shows you can replicate via websites. You'd set up the quiz with the question/s and answers you want, ideally project this (or simply a decent sized screen is fine) and play the host - it doesn't matter who plays the contestants, they're following your script!
You could equally simply find theme music, maybe audience sounds too, and create rather lo-fi versions of quiz shows: Mastermind would be a really simple example, something you could include in each question (multiple rounds or contestants!). Online Mastermind.
British quiz shows; US quiz shows. Game shows.
SPOOF of Mastermind:


ADVERT
There are lots of ways to do this.
You could highlight a use of technology by creating an ad that uses your work as an example (Apple use filmmakers all the time to help promote Final Cut).
You could break up a lengthy video/vodcast with a commercial break and create basic ads ... for example for the camera you used! Also: tripod + any other cinematography kit/hardware; software; Macs!; retailers you got props from or even delivery firms (re-enact your stress needing a wig, clothing, make-up ... asap, and then cheesy smiles as you get it...).
It could be a digipak (album) ad.
A trail for a music TV show featuring your video.
Here's a spoof ad for FCPX:


YOUTUBE
Two ways in particular: annotating a cut (best to re-edit a new version of the video, adding freeze frames especially so you can neatly fit in for a decent length of time any notes you want to appear on screen) and playlists (for example of videos that influenced your work).

SCI-FI AND TECHNOLOGY...
These can be REALLY cheesy ... Picture an old sci-fi show/movie, featuring futuristic technology ... one way of getting across how things have changed!

NEWS REPORT
Lots of ways to play this - interview style; future anniversary report at the scene/s (you could detail your mise-en-scene with this, for example [like Beatles heritage trails in Liverpool]); award show...

DVD EXTRAS
You'll have seen many of these, why not use one of these approaches?

GREENSCREEN
See this post - there are lots of creative ways to use this technology - and you don't even need to have a greenscreen!


GIFS AND VINES (SHORT ANIMATED CLIPS)
A great way to make a standard blog post stand out is to use gifs or vines to create automated moving artefacts in your post; see this guide.

FACE SWAPPING AND AVATARS
There are lots of apps for tablets, smartphones and computers that enable you to blend part of your face with someone/something else's, a good means of adding a creative flourish to your work. Your own avatar is another way to do this! (Face swap post; avatar post)

SOCIAL MEDIA
Reddit AMAs (ask me anything) + their equivalent on Facebook; Periscoping (live streaming, multiple platforms for this); YouTuber (vlogger) channel (eg digipak unpacking, then a channel vid showcasing his/her collection - and going through conventions in doing so: Photoshop the YouTube channel page to change channel name, subscriber numbers [screenshot from a big channel!] etc - you can also use another email to set up + customise this channel). This at once gives you material on use of technology; engaging audience; industry!

E-ZINES
Look for the tag on this, or just skim the blog: I use e-zines a lot as a source. You'll see how bands give exclusive teaser clips, or premieres of vids to certain e-zines, getting them prominent coverage on that site; interviews, competition prizes, even unpacking videos (Metallica's Hetfield etc). For indie/metal, louderthanwar and blabbermouth are good examples, for pop/dance popbitch (still going?) - do some simple research and find appropriate zines!


OTHER IDEAS
You should use Prezi (or an alternative); infographic (maybe as part of conventions response, or on audience feedback) ... If you have a great idea or suggestion, pop it in as a comment and I'll add it to the list!

GENERAL COURSEWORK OVERVIEW


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