1. What are Henry Jenkins’ ideas about how the media landscape is changing?

Jenkins states that there has been a transition where old media systems are making way for new media systems which of whom are controlled by many individuals. Spectatorial cultures are giving way to participatory culture. Average individuals have the power to tell their own way on the internet. We take control of the media as it improves our lives. In the past the stories made by folks were taken by the big media companies and now the individuals are taking these stories and data back and re-creating it.

2. What is ‘convergence culture’?

Convergence culture is where every image, sound and brand is exploited to as many media ways as possible t enable maximum publicity for these contents. From presenting variety of different methods from a teenage bedroom to decisions made in the via com boardroom. We are being watched by Big Brother as well as through different technologies we are in the world were through these little cell phones cameras we are in fact watching Big Brother.

3. How are Jenkins’ ideas similar to those of David Gauntlett and Michael Wesch?

4. How might we disagree with Jenkins’ utopian ideas about the media? (Answering this question may require some independent thought – be very afraid.)

Representation Essay

In our performance and narrative based music video consisted of one main female artist. We were attempting to steer away from the norm of female portrayal within music videos, as usually woman in the music videos are promoting "The Male Gaze". Particular genres such as Hip Hop & R&B are well known for representations of women within the video whether it be in the lyrics or visual imagery. These genres usually involve a women in minimum clothing prancing around a flash vehicle. Woman are presented in provocative clothing revealing their flesh in many places, there are often close-ups of their body parts. For example, Nicki Minaj's video "SuperBass" consists of the artist pouring pink fluid over her body which presents her in sensual way and creates a male audience.


However, in some videos women are overpowered by men, for example in Rihanna's video, "Man Down" it is clear that the artist is being abused by a male figure. This video shows her vulnerability and loneliness due to abuse experienced.


We decided for the target audiences to see the artist as an inspirational role model, that can be a highly respectable idol for young teenage girls. Our main aim is to enable audience’s to acknowledge the artists clear talent. We were inspired by the girl group. "Destiny's Child" as they perform songs which illustrate the strong female role models which of whom stand on their own feet. We then decided that this way of portraying our artist will enable the target audiences to acknowledge her singing rather than flaunting her body. 


We have portayed our artist as being a normal grl suffering within a tough situation. This representation which was created clearly enables people to engage from the ages of (13-29+) as this range is more likely to gain empathy with the shown narrative. The representation we created for our protagonist can actually be seen as inspirational to other female audiences out there as they observe our artist displaying great power over men.


Our infuences of the similar narrative became clear when watching  Keri Hilson's video "Knock You Down" ft Ne-Yo and Kanye West, as itportrays a couples relationship breaking down. In terms of the masculinity showcased in our video we decided to challenge the usual stereotypical tough male posterior by creating a male character who was more sensitive and vulnerable which was focused on when the female protagonist walked away from her boyfriend after ending the relationship, as he was left standing alone. We also highlighted how the artist was the stronger one when she turned back around to look at her boyfriend (who was stood alone at the top of road) but rather than heading back to him she chose to walk away and walk out of her boyfriends life completely.
We find that representations are commonly encoded within the mass media, this reinstates demanding ideologies which are socially constructed. They vary from those that are easy to interpret and make an instant connection with, to those which viewers may need to encode to be able to understand and empathize with. In the video we have challenged the traditional representations found within the R&B genre, as we attempted to drift away from the male gaze and aimed to focus more on the artists talents. 

Audience Essay

The creation of the advanced portfolio will address how audience plays a role in the pre-production stages within the music video for ‘Hate This Part Right Here.’  We gained an active audience, which refers to the idea the audience has a vital role in understanding and creating a connection with the media text. We wanted our audience to be able to play an active role by enabling them to sympathise and empathise with our protagonist as majority of people would be able to connect with the pain and the heartbreak experienced. The narrative is able to create a connection with the audiences.

Our research began by  the investigation of real media texts, to ensure a better knowledge of the types of audiences which gain a liking to the conventions of  r&b love songs.  I began to research Goodwin’s theory and used his points when analyzing the

The first thing I researched was Goodwin's theory where I used his ideas and put this video "Knock You Down" ft Ne-Yo and Kanye West, which stated the portrayal of ones relationship breaking down. We decided that we were going to create a between the lyrics and the visuals, especially after becoming aware that the music is merely and extension of the lyrics which is one of the key issues discussed as part of Goodwin’s theories. Our stylistic influences were gained by watching similar music videos which showcase a similar narrative device such as, "Taking Back My Love - Enrique Iglesias ft Ciara.

Additionally, we decided to incorporate intertextual references within our narrative, this is witnessed in our first scene where the couple are sitting distantly within the car. This shot was taken from Nicole Scherzinger's video "Don't Hold Your Breath". This video is of the R&B genre and matches our chosen target audience as her music also reaches young teenagers to elder teens. The shot of the protagonist sitting in back of a taxi alone draws attention to the vulnerability and emotion that is being heightened due to the artist reminiscing over how her relationship suddenly came to an end. This shot allowed the artist's fans to view the singer in a different light, seeing her at her more vulnerable state, allowing her fans to sympathise with her.

Throughout our advanced portfolio, the Uses and Gratification Theory by McQuail came to our attention. We focused on ‘personal relationship’ and ‘personal identity’ which was related to the chosen R&B genre. The ‘personal relationship’ enabled our audiences to witness the built up of stress and grief from within the breakdown of the relationship particularly when they were isolated from one another, for instance where the protagonist was in her bedroom whilst her boyfriend was left waiting outside in the corridor.

Our video was aimed to attract female audiences in particular as the female singer is female and can see the artist as a clear role model and it states how she dealt with the pain which was caused as the relationship came to an end. On the contrary, it could also attract male audiences as the artist is seen in clothing which compliments her figure, on the other hand we were attempting to move away from the voyeurism which is when videos  portray women as sexual objects.

Describe how you developed your skills in the use of digital technology for media production and evaluate how these skills contributed to your creative decision making. Refer to a range of examples in your answer to show how these skills developed over time.

When creating the thriller opening for my foundation Portfolio we found that the Canon camera was very high quality in terms of lighting and it was high in definition, however at first we had problems transferring the footage onto the Imac at first. We used the dolly to track the movements and create tracking shots, we also used a light reflector to enhance the footage.  After we filmed the footage for our thriller, we were able to upload it onto the Imac and we were able to use softwares such as Final Cut Express, Photoshop, Live Effects where we could create effects and edit the footage. 

When using Final Cut Express, we learnt new techniques such as creating wire-frames where we were able to display two pieces of visual imagery at once, we used this when creating our production logo as we were animating a still image. We learnt how to use a fade in and fade out effect when creating the credits within our opening. I also learnt how to create a white out to create a flashback effect as the protagonist was entering her premonition. The use of the additive dissolve was used to create a blinking effect to show the protagonist going into a deep sleep, this was inspired by a scene in the film, "The diving bell and the butterfly". In terms of Garage Band,  it was very efficient to use when creating a suspensible soundtrack as we were able to create a very subtle sequence which was able to blend into our footage. 

Furthermore, when creating the advanced portfolio I found that as I was familiar with the equipment and the softwares I began to want to play around with more effects and creating more footage in order to refine the editing of the product. For example, on final cut express I did not know how to use special effects last year, however this year I learnt how to blend to images together. For example we incorporated the shots of the London Eye and the close ups of the artist which was inspired by the special effects in Pixie Lott's video, "All About Tonight". We also learnt how to use the pen tools, to split the images and to create blurs and blackouts.   We also experienced how to create quite fast editing for the dance scene as we had to keep adding markers on the timeline in order to identify where we wanted to change each shot. Last year, I briefly learnt how to use the dissolves however this year I made more use of the additive dissolves and the fades.

When creating our ancillary tasks we learnt how to create texts effects on Photoshop through the use of tutorials found using Web 2.0. I learnt how to constantly add layers when using Photoshop to create the ancillary tasks. Once I got to know the software it was easy to play with the gradients and contrasts within the software.

I thought the camera equipment was very efficient to use, we used equipment to enhance filming. For instance we used the light reflector for when the artist was singing directly into the camera in order to highlight the artists face as she was singing and to add brightness to the shot. We also used the dolly and tripod when the artist walks away from her partner towards the end of the video to track the artist in a steady way. We used extra lighting for the night dancing and night movement in order to add brightness,power and force within the shot. 

During both years of making my portfolio, I have gained many skills using the digital technology. Throughout the years I have found the editing has become more refined and able to make incredible use of the camera equipment in creative ways in order to enhance the filming. 

Peer Assessment of Matthew's Narrative essay

Positives

• Relevant uses of theories included within the body.
• Great use of terminology referring to the enigma code.
• A good explanation of how your narrative fit the man on the run sub-genre. 
• Answers the question with a good structure.

Improvements

• Elaborate more on the use of real media texts that were researched to enable you to create the product.
• Evaluate what could have been changed in order for audiences to be able identify the sub-genre.

Discuss how you used genre in one of your products

In this question on genre, I will be assessing my Advanced portfolio which was to create a music video for The Pussycat Dolls song, “Hate This Part”. The main concept of a genre is to enable the audience to differentiate a style of music to another through the use of conventions such as visual imagery. For example, the R&B genre consists of the emphasis of a woman’s sexuality. The theorist Neale, examined how the genre theory involves circulations of expectations between media texts and audiences. Neale states that genres are not systems they are processes, this is due to the fact they evolve overtime, after reviewing our product we establish that this is in fact true. We incorporated the R&B and pop within our video.

Yasmin and I began our research by analyzing real media texts, this was to ensure the acknowledgement of the conventions of the R&B genre. Firstly, we began by analyzing Keri Hilso’s video “Knock You Down” ft Kanye West and Ne-Yo as it demonstrates a couples relationship coming to an end, we used Goodwin’s theory when analyzing this product. The product was a narrative based video, that navigated us towards creating a product that consisted a narrative. We considered wireframing to capture a reaction of both characters but decided against this in the end as it may have looked as if there was too much appearing on the screen.

HHH

We chose to create a video which adopted the R&B genre, therefore we chose “Hate This Part” by The Pussycat Dolls. The selection of this song created a variety of different paths and ideas in terms of special effects and visual imagery as the song begins quite calmly and the chorus enforces a more upbeat atmosphere, which enabled a fast pace edit.

Additionally, choosing this song enabled me to incorporate a narrative to demonstrate how the female protagonist was tired of her relationship, and beginning to realize it was coming to an end due to the constant arguing between one another. We decided that a narrative would amplify the emotions of sadness and heartbreak that the couple felt as they were going through the intense break-up. We analyzed the video, “Takin’ Back my Love” by Ciara consisting of a narrative of the aftermath of a break-up to identify how they expressed themselves in order to ensure that we were really capturing the emotions and conventions of the power ballad. From this text, we incorporated the body language to convey the feelings of the break up, for example towards the end of our video the female artist aggressively pushes the artist away from her deeply expresses her feelings towards him. When creating the product, I had to ensure that the audience was able to empathise with the characters. I highlighted the separateness of the couple even though they were together in the vehicle by creating a distance between both characters in order for the audiences to establish the relationship of the couple coming to an end. I used close ups and high angled shots to exaggerate the emotions conveyed on the artists face.

Yasmin and I wanted to add a narrative and performance concept to our music video to ensure that we engaged both the younger and older generation and provide them with exactly what they would like to see in a music video aimed at their age group.

Furthermore, we decided to incorporate sections of the artist performing in choreographed dance scenes, as the genre of our video is R&B we thought closely about what costumes, locations, lighting and mise-en-scene should consist of and how we could mimic these traits in an R&B music video. We had to investigate how we could shoot the dance sequence, which meant that we did further research on real media texts by identifying how Pixie Lott’s video, “All About Tonight” was shot as it involved a very effective dance sequence. We decided to incorporate shots from this video in our product and it enabled us to create test shots. This video inspired us to take shots on the London Eye, we also began to play with effects from this video and incorporate this within our video. Close-ups were used which emphasized the emotion that the artist experiences.

Additionally, a problem we may have been faced with, is the fact that because sections of the song are fairly slow and the beat of the song isn’t very fast paced, I would have needed to ensure that the shots depicting the emotion between the couple appeared interesting rather than boring, resulting in losing our audiences attention. Our aim was to engage the audience’s full attention with an aspect of exploring the emotional sides of the song as well as incorporating a fun and enjoyable performance to watch as well and I would like to think we pulled this off well.

Nichole Scherzinger's video, "Don't Hold Your Breathe" inspired us with the location of our video as we were influenced by the back of the car scenes and the emphasis of the close-ups that highlight the expressions within the product. The video really presents the concepts which we were attempting to deliver in terms of the artists feelings and expressions which are presented within the main lyrics of the song. Goodwin states the main features which are included within a music video, he states that there may be a relationship between the lyrics and the visuals which is what is clearly seen within our media product. 

In addition, when researching videos that fit the same conventions as our music video, that is, R&B I established the representations of women through the lyrics and main footage in their videos. Women are portrayed in a negative light - as sexual objects by dressing semi-naked as they move and dance in a seductive manner, flaunting their body to their audiences. This is seen in Rihanna’s video, “Rudeboy”. Therefore, we decided that we didn’t want to be another group that exploits woman in music videos in order to draw in our audiences. We decided that our artist would act as a role model for young girls and be seen as a respectable and highly regarded singer and not for the exploitation of their sexuality.

My advanced portfolio, consisted a clear and fluent narrative that could be dinstinguished by all audiences, illustrating an everyday life issue faced by many fans. The final product and it could not have been achieved without acknowledging the conventions and main features which consist of real media texts fitting the genre of R&B. We decided to move away from the general R&B portrayal of women being seen as sex objects, we were mainly focusing on the artists talents. 

Explain how you used conventional or experimental narrative devices in one of your productions.

I am going to discuss theories of narrative in relation to my advanced portfolio. This was a music video for  The Pussycat Dolls pop song, "Hate This Part". We started off by analyzing and investigating real media texts, this was to ensure that we had a good grasp of what conventions are used within the power ballad. I began by creating a Goodwin analysis of Ciara's video "Taking back my love", as it clearly portrays a relationship breaking down and for us a pair to capture this, it is important to examine real media texts. We decided that we were going to illustrate a relationship breaking down within our video as we wanted to create a relationship between the lyrics and the visuals, which is one of the key features considered by Goodwin.

After analyzing the lyrics of the song, we interpreted that the song was based on a female who is looking back at her relationship and sensing a break up due to continuous arguing, this enforced us to create a power ballad. We crafted a narrative about a couple who are going through a tough time and she is currently looking back at the hard times.

We decided to create a narrative which everyone from a variety of age groups would be able to relate to. Many people can understand and relate to a rough patch within a relationship, therefore this narrative was seen to attract a wide range of an audience.

The stylistic influences for our narrative story line have come from looking at scenes from films such as, "The Devil Wears Prada, The Break Up and The Holiday". As well as watching similar music videos which showcase a similar narrative device such as, "Taking Back My Love - Enrique Iglesias ft Ciara and Watcha Say - Jason Derulo." Additionally, we chose to incorporate intertextual references to our narrative which is identified in our first narrative scene, that is, the scene whereby the couple are depicted sitting apart from each other in the car. This shot was taken from Nicole Scherzinger's video "Don't Hold Your Breath". The shot draws attention to the vulnerability and emotion that is being heightened due to the artist coming to the realisation that her relationship is coming to an end. This shot allows the artist's fans to view the singer in a different light, seeing her at her more vulnerable state, allowing her fans to sympathise with her. This is predominantly the reason behind why I decided to create this shot based on the original used in Scherzinger's "Don't Hold Your Breath" video as I wanted my artist's fans and audiences to be able to empathise and sympathise with her and to be able to heighten the emotion that is being transferred through the scenes in the video. 

In terms of our narrative structure we decided to follow Todorov's five stage model theory. Todorov argues that "narrative involves a transformation. The characters or situations are transformed through the progress of disruption." Todorov's five stage model stands in the order of an 'equilibrium, disruption, recognition of disruption, attempting to repair disruption and a return of new equilibrium,' as we wanted our audience to have a clear understanding about what the narrative was about, by clearly understanding who was the hero, for instance the artist for leaving her partner and how the break up of the relationship became the 'return of a new equilibrium.' Although this theory is more conventional and fits mainly films it is still appropriate and fitting for music videos which follow a narrative story line also. 

Clearly, it is crucial for artists to have a defined target audience and our intended target audience were those aged between 13-29+ as the narrative and performance concept of this video relates to those of this age group. Additionally, we paid close attention to the uses and gratification theory making sure that our video consisted of a sense of identity, social interaction, entertaining and would be relatable to our target audience. Critical theorist, Hall explained how most texts can be read in different ways but there is generally a preferred or dominant reading that the producers of a message, that is, I intend when they create that message or story line. Hall also explained that the most popular media content will have a preferred reading that reinforces the status quo. 

We ensured that our video related and was entertaining for our age's group for the reason that this age range will most likely be familiar with the narrative story line and have sympathy for the breakdown of a relationship as everyone will have experienced this at some point during their lifetime. It will be aimed at the female audiences not only because the main protagonist/singer is female but because girls are more caring and understanding to the sensitive and emotional story line which the song narrates - a breakdown of a relationship and knowing it is coming to an end. Therefore it is more likely to engage a female audience. 

Additionally, because the song is a power ballad with the chorus becoming more up-tempo we came to the decision that the narrative story line might relate to the older teens and young adults, i.e 17-25 whilst the performance concept being a choreographed dance scene would appeal to the younger generation, i.e 13-17 as they will find this more enjoyable and fun to watch. Therefore we wanted to add a narrative and performance concept to our music video to ensure that we engaged both the younger and older generation and provide them with exactly what they would like to see in a music video aimed at their age group. 

However, a problem I may be faced with is the fact that because sections of the song are fairly slow and the beat of the song isn’t very fast paced, I would have needed to ensure that the shots which depict the emotion between the girlfriend and her boyfriend come across as being interesting rather than dull and boring, resulting in losing my audiences attention. My aim was clearly being able to engage the audience’s full attention with an aspect of exploring the emotional sides of the song as well as incorporating a fun and enjoyable performance to watch as well and I would like to think I pulled this off well.

What is more, it that without realising it we kept with the heterosexual message which was encoded into our text, i.e the boy and girl norm. We depicted in our video how as the relationship wasn’t working out, the woman was powerful enough to leave the man and even though she was isolated from leaving her boyfriend she was comforted by the crowd. Nonetheless, feminist theorists may suggest that the artist is only happy when being with her boyfriend, whilst others could say that she is the strong one as she pushed her boyfriend away.

All in all, I believe that in my advanced portfolio, we created a music video consisting of a clear and fluent story line that could be decoded easily, illustrating a girl who was strong enough when making the tough decision to end her relationship due to constant confrontations, as well as highlighting the emotion and intensity of the artist seeing her at her most vulnerable state as she came to the realisation that her relationship was over. I am certainly pleased with the final product and it could not have been achieved without Khushel or me and our own creative decisions and knowledge of real media texts fitting the genre of R&B.