A2 Media Coursework Evaluation by wuxiangyu


									A2 Media Coursework

By Oliver Stallard ...
What Questions I will
 be answering ...

I will be answering the following questions about my
A2 media coursework through a PowerPoint. The
following questions are:

In what ways does your media product
use, develop or challenge forms and
conventions of real media products?

How Effective is the combination of                    What have you learned from your
your main product and ancillary                        audience feedback ?
texts ?

                                                       How did you use new media
                                                       technologies in the construction and
                                                       research, planning and evaluation
In what ways does your media product                              Social realism is a genre of film that focuses on topical
                                                                  issues alive in a modern society, which is represented by
use, develop or challenge forms and
                                                                  different ideologies. Themes such as money, drugs,
conventions of real media products?                               prostitution and sex are quite usual in modern contemporary
                                                                  social realism films as well as class, religion and political
Our media product definitely uses the generic forms and conventions of the social realism genre. We thought about
the locations of where we could film and how that would fit into the forms and conventions and our teaser trailer.

We wanted to have symbolic locations that are represented in the mise en scene. Like in ‘Kidulthood’ we used a
council estate and pretty run down areas to give it a feel of who the character was so we didn’t challenge or develop
the location of social realism as much. We researched areas around Brighton and Hove that would be suitable and
representative of our ideas and storyline. The two pictures on the right were perfect for our teaser trailer.

With most of the shots around the area of the council estate and the alleyway shown in the second picture, we
wanted more shots with our character in a newer location but that is still run down and doesn’t ruin the gritty social
realism feel to the trailer. We picked the part which worked out very well as it is snowing it gave it a very atmospheric
and intensely isolating feel to the shot.

http://www.kidulthood.co.uk      See ‘Location Ideas Posted’ – 19/11/2009
In what ways does your media product
use, develop or challenge forms and
conventions of real media products?

We slightly challenged the social statuses
represented in our teaser trailer. We tried to represent
working class, which is the most generic class for a
character to fit into in the Social Realism genre. We
tried to represent him as working class by his clothes
and his hair. We filmed straight after he got a haircut
so his hair was relatively short.

We made sure he was in hoodies which is
stereotypical of the working class people but we did
challenge the clothing representation of our working
class character. He is wearing jeans and quite
fashionable shoes in most scenes but kept the
stereotypical hoodie. We do also use tracksuit
bottoms and hoodies so there is an element of
stereotypical clothes which represent his social class.

We used unknown actors, which is inevitable, as we wouldn’t have a well-known and famous
actor in the teaser trailer. We thought it would give a hint of the genre, as this is one of the
biggest form and convention used in the social realism genre. There will be the odd occasion
where there will be a quite well known actor such as Ewan McGregor who wasn’t that well known
before he starred in ‘Trainspotting’ which launched his career. So we used one of our friends
whom said they would play the part of the main character. This worked out well because he had
a natural way of acting and used improvised some scenes which is similar to the techniques
used by Ken Loach.

 See ‘Treatment of Our Final Idea’ posted – 19/11/2009
In what ways does your media product
use, develop or challenge forms and
conventions of real media products?

We have definitely followed the form and convention of a
specific issue in the film. Social Realism films always have
issues to do with drugs, sexuality, crime, domestic life,
religion, poverty and politics. We decided on using crime as
our main focus taking ideas from ‘Kidulthood’. But we have
also developed the idea of an issue to focus to intertwine
with crime. We cannot show drug usage and I said in my
treatment that the main character gets pulled into a life of
crime, drugs, alcohol and violence.

This I think this slightly challenges the forms and
conventions. I think this gives the storyline a bit more
texture and it definitely helped us to come up with ideas for
the teaser trailer. Like the picture to the right. We also had
scenes of him hitting people.

Our teaser trailer and the concept of the film fits into the               Here we have ‘Jack’ our main character
forms and conventions and doesn’t challenge them but we                    smoking a cigarette.
do develop some of them such as the social issues and the
representation of clothing. Mainly our teaser trailer could of
developed more of the forms and conventions but we
wanted to keep it simple and classic as if we were to over
complicate it.

 For this question see ‘Treatment of Our Final Idea’ posted – 19/11/2009
 In what ways does your media product
 use, develop or challenge forms and
 conventions of real media products?

 The magazine front cover again like the teaser trailer follows the
 generic forms and conventions of magazines. I decided to uses the
 independent film magazine ‘FilmMaker’. There’s not a lot I could
 develop or challenge because if I were to it might look like I have
 done it wrong or missed the objective. It will also look more

 I used a big masthead to catch the viewers eye, a selling line and a
 dateline. This adds to the professionalism of the magazine cover. I
 put in a main image which we used for both poster and magazine of
 our main character ‘Jack’. I put in a main cover line and then an
 explanation line. I have also put In other cover lines such as
 ‘Sundance’ and the cover line one the right of the magazine. I used
 ‘Sundance’ as it was happening around the time when I created my
 magazine front cover.

 To also make the magazine look genuine I have put in a barcode, a
 price and a website address. The only thing I did much differently to
 the actual ‘FilmMaker’ magazine is that I put a glow on the line that
 goes behind the masthead. This I think makes it stand out more
 than if it didn’t have it because the colours red and blue go well
 together but they stand out from each other.

                                                                                Here is my magazine front cover (top) and
                                                                                a real front cover of ‘FilmMaker’ (bottom)
For more detail: http://www.filmmakermagazine.com
See post ‘Film Magazine Analysis’ – 31/1/10 & Film Magazine Research – 4/1/10
How Effective is the combination of your
main product and ancillary texts ?

It took us a lot of time to finish our final cut of our teaser
trailer. We firstly started off with quite a complex idea, which
would of needed a lot of camera angles and precise editing
for it to look good and for it to work well. We then became
inspired on an afternoon of filming and we got ideas after an
afternoon filming and we improvised some scenes which
actually worked out very well and are very convincing.

We had about five filming sessions to get all the shots and
footage that we wanted and needed. During the editing of our
first two sessions we decided we needed more shots and
gave us a clear idea of what we wanted to do for our teaser

We wanted to get the ‘Kidulthood’ feel through our teaser
trailer so we got our main character ‘Jack’ to dress in
appropriate and stereotypical clothes with hoodies, jeans and
fashionable shoes. We decided on shots between me and
Gray and we would take three or four takes of the same shot
using different camera angles, camera shots, camera
movements and lens focus. If we weren’t happy with a shot
we would take it again. This gave us more scope to choose
shots that fitted best in the editing process. It also made the
cinematography of the teaser trailer more interesting.

http://teaser-trailer.com/                                         Here is a contrast between ‘Kidulthood’ clothes and our
http://en.wikipedia.org/wiki/Teaser_trailer                        clothes. As you can see they are very similar.
 How Effective is the combination of
 your main product and ancillary
 texts ?

 The first editing session we had we set the structure for the trailer
 using different shots we had previously filmed. Just getting the
 structure didn’t take too long to do. Most of the editing that was a
 took a while was the time it took to tweak and perfect little parts of
 the trailer. We cut the length or elongated shots we needed to. We
 often moved scenes in and out of the trailer.

 We put on transitions that were suitable for our teaser. Most of the
 transitions looked very amateur and didn't suit our trailer. There
 were a few transitions that worked well like the ‘dip to black’. We
 added effects to some scenes (see pictures) because we wanted to
 represent memories of him being beaten up and bullied. We wanted
 a comparison for when he is vulnerable and beaten to when he is
 beating people up and being anti-social.

 On a few occasions we tweaked the time caption of a shot and we
 slowed one down so it would last longer cause we didn’t shoot it for
 long enough when filming. A few times while we were editing we
 decided to film more footage so we could have more variation of
 shots and keep the trailer flowing. Because we did shot so much
 footage through out our editing process we changed it a lot so from
 the rough cut to the final cut there are many changes.                                        Here is a contrast of the different editing effects we
                                                                                               used. We used a saturated effect to make it more
                                                                                               gritty (top). The bottom one is in black and white to
See posts for more detail:                                                                     represent a memory.
Latest editing decisions – 27/1/10 , Latest editing decisions – 24/1/10, Editing – 15/12/09.
How Effective is the combination of
your main product and ancillary
texts ?
 After the influence of ‘Kidulthood’ is apparent in our teaser trailer,
 we thought about what image as a group we were happy with to
 use for our magazine front cover and poster. We decided on
 using a photo of ‘Jack’ in a hoodie, at a park while it was
 snowing. Basically from editing our teaser trailer I had a very
 clear cut idea of what I wanted to do with my magazine front

 I researched what I needed to, to know who to promote and sell
 the film too. I researched magazines and a suitable target
 market. After researching and looking at three different
 magazines, I chose to look more into the independent film
 market and magazine ‘FilmMaker’.

 I then worked on Photoshop to create the magazine front cover.
 Photoshop is very complex so it took quite a while to get it how I
 wanted it. There was a lot of adjusting the text size, colour, width
 and height. As you can see there is a glow behind some text
 which was easy to but takes a while to get it how you want.

 We have taken ideas and been inspired from a few social realism
 films such as ‘This is England’, ‘Kidulthood’ and ‘Kes’. Between
 the trailer and the ancillary texts we have created an image for
 the film that is gritty and an insight into modern youth gang

For more detail: http://www.filmmakermagazine.com
See post ‘Film Magazine Analysis’ – 31/1/10 & ‘Film Magazine Research ‘–
How Effective is the combination of
your main product and ancillary                                         Web 2.0…
texts ?                                            When promoting our film we would use Web 2.0. During our
                                                   research stage we came across websites with videos, pictures,
                                                   soundtracks, trailers, downloads, links, cast information. This has
                                                   given us ideas of what we could do to promote our film on the

                                                           We could firstly set up a website like the ‘This is
                                                           England’ or the ‘Kidulthood’. We could put videos
                                                           and pictures up of the cast and while on the set,
                                                           upload the teaser and theatrical trailer. Downloads
                                                           like wallpapers or screensavers for peoples
                                                           computers. Links to a film ‘Myspace’ and most
                                                           easily cast information.

   We can set up our own channel on the popular video sharing
   site ‘YouTube’. Adding videos of interviews with the cast, behind
   the scenes of the film, the teaser and theatrical trailer, music
   videos in relation to the film. We could set up like in the
   ‘Kidulthood’ website a number which we could advertise on our
   ‘YouTube’ channel and website to text, to get exclusive pictures
   and videos. I think advertising it on ‘Myspace’ is one of the most
   possible ideas as its free to make one, it is accessible and could
   really launch our film.

                                        For more details see:
                                        Social Realism Timeline – 19/11/2009
What have you learned from your
audience feedback ?

I showed a few friends the teaser trailer on YouTube
which was uploaded by the technicians and asked them
what they thought. I then wrote down what they thought
which seemed to be quite effective although this might
seem biased. To avoid this we probably could of shown
more people the trailer.

We didn’t show it to our intended audience which would
have been the most sensible thing to do because the
feedback would be more sound as we intended it to be
aimed at 30-50 year olds. I think we could of posted the
trailer link

The same happened with the media students, the trailer
got shown to then and they wrote down what they
thought. We used this particular research method
because it is simple and we got sound and honest results
back from the audience watching the trailer.
What have you learned from your
audience feedback ?                                              Audience Feedback …
The media students picked up on what genre it is, they
commented positively on the editing the only thing that was
negative is that they thought that the trailer had a bit too
much narrative and look more like an opening sequence.
This made our group think and re-edited the trailer.

The comments I got back from friends were good they
picked up on our inspiration from ‘Kidulthood’, where as the
comments made by the media students were more in depth
because of their knowledge of the subject.

Mainly we got good feedback which was pleasing. We tried
to get a message across which we did. We wanted it to be
gritty and for our main character to see violent and out of
control which the audience got. So the media literacy is
good there as our audience understood our trailer.

‘The teaser trailer is very cinematic, good   ‘I love the shots with the snow       ‘Good editing transitions, I knew
cinematography. The editing is good, I        they were very effective and          that it was a social realism trailer. I
like how it jumps around from snow to         dramatic. The editing is very good    particularly like the shots of the
overcast. I like how it builds up. The only   I love the shots of which use black   streets and the gritty shots of the
criticism is that it is too like an opening   and white’                            estate’
sequence rather than a teaser trailer’
What have you learned from your
audience feedback ?

                                                              Showing our teaser trailer to an audience that isn’t
                                                              our intended audience (17-19 year olds) and
                                                              getting mostly positive feedback is a good sign
                                                              that our film could be marketed to another or more
                                                              than one target market. I think we could market
                                                              the film at possibly 15-25 year olds.

                                                              By marketing and using Web 2.0 we would be
                                                              reaching all types of ages who use social
                                                              networking sites like ‘MySpace’ and video sharing
                                                              sites such as ‘YouTube’. Sites such as ‘Facebook’
                                                              do not have an age limit. So it is possible to reach
                                                              any age through social networking sites.

We could show or preview our teaser trail at more
mainstream cinemas such as the ‘Odeon’. This could get
it into the public eye and people could start to talk about
it thus being ‘word of mouth’ marketing. Showing it at
cinemas like the ‘Odeon’ will mean all ages will see the
It will probably shown on screens that show 12-18
certificate films so we can get the film out to the whole
teenage market. If they are too young or can’t see it and
want to then they could wait until it goes on DVD. There
again it will broaden the target audience for people who
don’t go to the cinema and prefer watching DVD’s at
How did you use new media
technologies in the construction and
research, planning and evaluation

Through out this project I have used different new technology to
get the work done. We firstly used two cameras to get the
footage for our teaser trailer. One was a digital HD camera and
the other was . We used a tripod to keep the camera sturdy. The
fact that it is HD means that the picture will be sharper and there
are more pixels so the resolution is much better.

During the editing process we used Adobe Premier Pro. Premier
pro is a good editing programme with many options for you to
pick from. It is very easy to use and you can do a lot with it.
There are many effects & transitions for both video and audio. It
allows you to trim bits of footage and put it anywhere precisely
on the timeline.

We did the soundtrack using Apple Logic 7. Apple logic 7 is a
hybrid 32 / 64 bit digital audio workstation and MIDI sequencer
software application for the Mac. We decided on using a popular
genre of music called ‘Grime’ which is listened to a lot by
teenagers of today. It was easy to use and we did it fairly
quickly. The only trouble was, was getting it from the Mac onto
the Adobe Premiere Pro.
                                                                      Here are some pictures of the Song HD camera
                                                                      we used (Top) and the editing programme Adobe
                                                                      Premiere Pro (Middle) and Logic 7 the music
                                                                      programme (Bottom).
How did you use new media technologies in the
construction and research, planning and
evaluation stages?

The advantages of using PowerPoint is that
it is easy to put information into each slide
like text and pictures.
You can use it on any computer with             Disadvantages:
Windows as long as you save it in which         It can crash while running other programmes.
version of PowerPoint that computer has.
                                                You can’t add too much text without it looking
I used it on mine at home and on two at
                                                too much or having the font too small.
Can add pictures and edit the size and          Takes quite a long time to finish a presentation.
width of them. With the Social realism          Much more time than if I were to write an essay.
timeline I used a lot of photos.                File size can become quite big if it is a medium
Can change the background colour and font       or large presentation with pictures.
colour easily so if you need to you can very    Some of the features are quite complicated
quickly.                                        like adding a ‘YouTube’ video. There is a lot to
Many effects and different features you can     change for it too work.
add in like a ‘YouTube’ video. I put in two
‘YouTube’ videos
Can have many slides so there isn’t a limit
                                                As you can see that there are more advantages
to my presentation.
                                                of using PowerPoint than disadvantages. It is
Is more engaging than a word document or        easier and more enjoyable to do than writing out
a written essay.                                an essay. It is simple to create a presentation but
                                                on the other hand it is time consuming.
See social realism research – 19/11/2009
How did you use new media
technologies in the construction and
research, planning and evaluation

We used an online application called ‘Wordpress’
which you use for blogging. We blogged
everything from the recce, to editing decisions
and research of the social realism genre. It is very
simple to add text, pictures and PowerPoint
presentations but not so easy to add videos from

All of my work went onto this application. The lay
out is simple and is easy to navigate around the
site. You can tag the work as to what category it
can go into like ‘Research’ & ‘Evaluation’.                                   Picture of the ‘Wordpress’ home page ...

I did use elements of Web 2.0, by finding helping me watch trailers such as the ‘Kidulthood’, ‘Kes’
and ‘Billy Elliott’ on ‘YouTube’ to help me get ideas for my storyboard. I used Microsoft Word a lot
to put my research, editing progress, Location Ideas and the treatment on the blog. It is a good
application because it spell checks the work and pretty simple to edit the text. I also used
websites such as ‘Screen Online’, ‘Wikipedia’ and ‘IMDB (Internet Movie Database) to get
information on films for my research. So more elements of Web 2.0.

Additional information …
http://en.wikipedia.org/wiki/WordPress        http://wikipedia.org/   http://www.screenonline.org.uk/   http://uk.imdb.com/
See Group 202B Click on ‘Oliver’ to see all my posts ...
How did you use new media
technologies in the construction and
research, planning and evaluation

I have used pretty much everything I have stated
in the slides that relate to the question apart from
slide 14.

I have used PowerPoint to present my evaluation
on instead of doing an essay or doing a visual
presentation (See slide 15 for advantages and
disadvantages of PowerPoint).

I used the internet to go onto my ‘Wordpress’
blog, so I could get the dates of when I poster
work when I refer back to them in this
presentation. I used it to get links of websites
which I used or are relevant to the work I am

Using the Internet I have used Web 2.0 to go onto
‘YouTube’ and ‘Wikipedia’ to get links and
information. I also went onto film websites such
as ‘This is England’ and ‘Kidulthood’ which helped
me get ideas for how we could use Web 2.0 to
promote our film.                                      Above are the logos for websites
                                                       ‘IMDB’ and ‘WordPress’ ...

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