Dave

We Media and Democracy

Democracy = 'Many hands'
Remember in this context, we are not just talking about democracy in its political sense - voting systems and government etc. We are talking about the idea of things being opened out to the people - things that previously were only available to an elite, now being open to the majority, 'many hands' being involved in things that previously only included a (usually rich and powerful) few. These things may be film-making, viewing, or distributing, the acquisition or sharing of knowledge, the reporting or shaping of 'news' events and agendas, the ability to make 'your' voice and opinions heard on a global scale.

We Media and web 2.0 can generally be treated as interchangeable terms.
Very basically web 1.0 encouraged us to just watch, read, listen to or otherwise consume content - web 2.0 actively encourages our involvement and participation in creating, amending, contributing to or responding to content.
Below is a 'tag cloud' from wikipedia presenting web 2.0 themes, and the definition that wikipedia offers.



"The term Web 2.0 is associated with web applications that facilitate participatoryinformation sharing, interoperability, user-centered design,^[1] and collaboration on the World Wide Web. A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators ( prosumers) of user-generated content in a virtual community, in contrast to websites where users (consumers) are limited to the passive viewing of content that was created for them. Examples of Web 2.0 include social networking sites, blogs, wikis, video sharingsites, hosted services, web applications, mashups and folksonomies."


Here is lecturer David Gauntlet's useful little video to help clarify the term;

Media and Everyday life (improved verstion)

Obvious examples of we media include youtube, facebook and the various other social networking sites, twitter, wikipedia, blogging and google. Remember the importance of writing about 2 different media forms in your response - i.e. video making and uploading (youtube) and sharing of information (wikipedia), or blogging and social networking etc. Remember also the importance of discussing what things were like before, and what the future implications might be.

At the heart of this unit is the DEBATE - is we media really democratic, and is it a good thing.

At first glance it may seem obvious that getting more people involved in things they were previously excluded is a good thing, but things are rarely that simple. The two commentators at the heart of this debate are DAN GILLMOR and ANDREW KEEN.

Dan Gillmore

Gillmor's book 'We the media'

Remember, Gillmor is an advocate of these new technologies. Basically, he sees it as a really positive thing that ordinary people can get involved in this new media world, and that the previously all powerful traditional media are now being challenged.

Arguments in favour of this technology include;

• Diversity of views is good for democracy
• Previously unheard voices can now be heard
• The 'strangehold' the old media had on news and information (and arguably power) is now broken
• More debate is possible, on things that the old media never had time for
• WE participate in the debate, rather than just being told about the way things are
• Personal freedom is now available - all tastes can be catered for
• Content is free, or at least prices have been driven down.

Remember, Gillmore put his money where his mouth is - the book 'We the media' is available for free via download.

Andrew Keen

Keen's book 'The cult of the amateur'

Keen is critical of these new technologies and new developments.

He sees them as damaging to the traditional industries (citing various examples of job losses in the film, tv and print media industries, with no new jobs being created in this new way of doing things), which in turn is bad for democracy. He argues that traditional journalists and news gatherers and film makers and so on are professionals - that is why the content they create is better and more worthwhile i.e. a big budget feature film is 'better' than a video of a skateboarding cat. By eroding this professionalism, we are losing something that once gone, we will never be able to get back.

As well as the copyright theft endemic in this new world, he also argues more controversially that just because anyone CAN now get involved in this creative new world, not everyone SHOULD. 

He also argues that the anonymity provided in these new media forms is open to abuse - from big companies masquerading as something they're not, through to individuals having no responsibility for their words or actions by hiding behind this. These things, he argues, are not good for our democracy, but dangerous and a threat to it.

Below is a video of him in action;

The video below, also featuring Andrew Keen, neatly encapsulates many of the debates and issues that underpin this unit as a whole.

Quantum of Solace - the videos you need!

The teaser Trailer

The official Trailer

The official video, for 'Another way to die' by Jack White (not Black!) and Alicia Keys. Note the imagery borrowed from the film.

The trailer for the videogame - again, note the imagery (and sound) borrowed from the film itself, and the new elements included for the gaming market.

Product tie-ins - the advert for the Coke Zero campaign, again note the borrowed elements from the film, and the use of the official logo at the end.

The Sony Bravia TV ad, featuring Daniel Craig, and an approximation of the destruction of the 'villain's lair' from the end of the film.

Great little video this - various clips from Casino Royale and Quantum of solace emphasising the product placement in these movies - absolutely shameless!

Quite nice review of the film by Mark Kermode.

The official Omega watches adverts I've been banging on about...

Cranford extract for representation of class

Cranford - Representation of Social Class.

The Street - Representation of Social Class 2

Continuity Errors

Sample analysis of a music video

Jamie T - Sticks and Stones

Released in June 2009, 'Sticks and Stones' was the first release from Jamie T's second album, 'Kings and Queens'. It has a number of interesting elements from a study viewpoint, and I'm going to look at how it functions as part of a pop video in general, and how it ties into genre.

In terms of Goodwin's analysis of music videos, it conforms to most expectations - it has genre characteristics, evident in its post-punk stylings, and its use of the rebellious bunch of lads as its central characters. There are numerous close-up shots of the artist, as he performs his function as commercial exhibitionist, and there is a clear relationship between the music and the visuals, both in terms of theme and style (the urban (suburban?) nature of the lyrics exhibited clearly in the locations chosen), and the specific links between the lyrics and the images;
"I'll be stuck at Hampton wick"

"Hold three fingers down, hold the other 2 up, and I'll sing this proud"

There is also the clear link between the beat of the song and the editing, another key convention that is followed in this video. Jamie takes on the role of both commercial exhibitionist (be in no doubt, although others feature, he is the 'star' of this video, the only one privileged in the role of lip-synching to camera, and clearly established as the 'leader' of the gang, not just a follower), and televised bard. The televised bard is evident through the personal and anecdotal content of the lyrics, and the way this is put forward as well in the images - Jamie is as much urban poet as he is singer, very much in the mold of The Street's Mike Skinner.

In terms of the type of video (performance, narrative or artistic) Sticks and Stones incorporates elements of all three. Although not performance in the strictest sense (there is no live audience, and in fact no interior shots at all for a performance to take place in), Jamie is lip synching and rapping in time to the soundtrack, although we see no evidence of any other musical instruments or input. The video is split between Jamie apparently performing, and then engaged in his other antics. Again, although not a pure narrative video, the song itself contains a number of little vignettes, and these are illustrated in part through the visuals (being jeered at at the station and standing up for himself, and being chased home through the suburban alleyways).

There are also artistic elements, most notably the use of the clown, which appears in a haze of smoke at the start and end, and which appears at first glance to have no connection at all with the largely 'urban realist' nature of the lyrics and song, and which can be read in a number of ways. Is Jamie himself the clown, a self-effacing and slightly mocking comic character rather than serious Jack the lad? After all, the lyrical content about going out fighting etc, and the 'vandalism' depicted in the video could lead to Jamie's image being misconstrued. The clown may also be to depict Jamie's more artistic/imaginative/creative side, particularly as he is invited to the barbecue Jamie seems to be holding in his back garden. Finally he may be there to generate some colour and visual interest in a video which is otherwise rather grey in its depiction of suburban life.

The look of the video is cheap and the aesthetic is distinctly 'home-made', regardless of whether or not this is actually the case. Lots of shots appear hand held, and there is some deliberately 'clumsy' framing, but actually there is evidence of some money having been spent on this; some of the dolly shots are too smooth to just be handheld, and the use of the perspex screen to protect the camera when they are throwing things at it show that despite the impression created, this isn't just a bunch of lads larking around for the camera, as if this is what they do all the time.

The editing is also very proficient - again, it feels 'jerky' and rough and ready, but this is part of the design and image, and actually the editing to music is very skilled, and pretty far from ad hoc, 'just thrown together' footage.

This annotated version of the video shows some of things to look out for:

http://www.youtube.com/watch?v=1DiSM1p8o2o

We also see how Jamie is marketed via his image - Jamie's audience presumably don't care if he's good looking or not, and so unlike the type of video where the artist is beautifully lit and expertly shot, Jamie's image is much more 'real', emphasing the persona created, of a 'real' Jack the lad, one of the boys, out with his mates, dangerous, edgy, drinking lager, and dressed in the uniform of urban youth, complete with gold chain, baseball cap etc. He at times deliberately makes himself look bad, because this is part of the REPRESENTATION that he is trying to create - that being a pretty boy etc. is 'unmanly' for this group of lads - note also the absence of women anywhere in the video.

The implication of course is not that Jamie is gay - far from it - but that the 'power' of the gang / the group is all important, and Jamie is a particular type of lad. This is recognisable to the target audience, or at least something that the target audience would be able to aspire to. They all appear to be having a good time, there is a lot of smiling and laughter, so it is clear to see how this would appeal to a certain section of the audience and market. Jamie's audience is more likely to be young men, and the balance between creative musician and 'one of the boys' needs to be carefully balanced.

Genre

The genre of this particular song, and therefore video, is quite difficult to ascertain. On i-Tunes, Jamie T is listed under 'alternative'. Rateyourmusic.com describe his genre of music as folk with heavy influences from other genres such as punk, reggae and hip-hop. Wikipedia (which one always has to take with a pinch of salt as it is user generated content) describes his music as part of the post punk revival, Indie rock, and alternative rap.

Image-wise, we can see how he can be viewed as alternative - the video does little to make him look good or attractive (a key distinction between indie/alternative and more populist fare), and so the emphasis is seemingly on the music rather than the image, although the image, as mentioned before is carefully created. The cheap looking effects, the everyday, non-glamorous locations add a certain authenticity, and there is a sense that Jamie is singing about the things that have happened in his life. Certainly it is made clear that Jamie is the artist and writer, not just a performer singing someone else's songs. The rebellious images of smashing the glass also add to the alternative sensibilities, and the idea that this isn't just mainstream music.

The hip hop influences are clear in the choice of urban locations, and the dress of Jamie and the inclusion of a 'posse', although the subjects and approach are undeniably British (English) rather than American. The punk elements are also evident through the rebellious images, and raw feel of the editing, as well as the subject matter - working class boys celebrating their culture. As mentioned before, it has been made to look quite cheap, even though it isn't, and this fits in neatly with punk's 'home-made', unprofessional ethic.

Now of course there is a lot more that could be said, but this blog has attempted to deal with language, audience, representation, narrative and genre, and it has also attempted to include a number of elements to illustrate the salient points, such as freeze frames, and annotated videos, and it also attempts to reference some of the information included, and extra research done - all good things for the real blog.

AS evaluative tasks (taken from petes100blog)

Although quite general, and not specifically related to the texts and activities that we have done, this does nonetheless provide a very good structure and path through the evaluative process.

EVALUATION ACTIVITY 1
In what ways does your media product use, develop or challenge forms and conventions of real media products? (i.e. of film openings)

Remember when we looked at 9 frames from Art of the title sequence? Well now it's your turn to do the same with nine of your frames.

You should go through the final version of the project and select nine distinct frames which you screengrab and drop into a photoshop in the same style as the website. You will be using these to write about how typical or not of opening sequences your particular design is, so choose them carefully.

Once you have the nine frames neatly in Photoshop, screengrab the whole thing and post to your blog, then write an analysis of how you have used such conventions.

The aspects we would like you to consider across your nine frames are:

The title of the film
Setting/location
Costumes and props
Camerawork and editing
Title font and style
Story and how the opening sets it up
Genre and how the opening suggests it
How characters are introduced
Special effects

EVALUATION ACTIVITY 2
How does your media product represent particular social groups?

Pick a key character from your opening. Take a screengrab of a reasonable sized image of them. Think of one or more characters from other films with some similarity to them (but maybe some differences too!), find an image on the web of that/those characters and grab it as well. Drop the two into photoshop, as a split screen. Export this splitscreen image as a jpeg then drop onto your blog and write about the similarities and differences in terms of appearance, costume, role in film etc.

So for example if you have a lone cop type character, look for other lone cops to compare him with...

EVALUATION ACTIVITY 3
What kind of media institution might distribute your media product and why?


For this question, you are going to do a 'director's commentary' style voiceover explaining some of the key features of your opening

You will need to script the voiceover which deals with institutional issues to include:

discussion of your production company name and logo and the role of such companies

What does a production company do?
the idea of a distributor and who that might be and why.
where the money might have come from for a film such as yours
why the various people are named in the titles- which jobs appear in titles and in what order and how have you reflected this?
what your film is similar to 'institutionally' (name some films which would be released in a similar way)
You need to refer to actual company names and processes so you will need to go back to the early posts on film companies and maybe do a bit more research

When you have scripted, record the voiceover using Final Cut on a new audio timeline, then export to quicktime and embed on blog.

EVALUATION ACTIVITY 4
Who would be the audience for your media product?

You should have a drawing of your target audience member and an explanation of what kinds of taste they might have- where they would shop, what music they would listen to, what their favourite Tv programme would be, etc.

make sure you have taken a photo of it, post it on the blog and write a few notes on why they would watch your film.

EVALUATION ACTIVITY 5
How did you attract/address your audience?

You will use YOUTUBE's annotation tools to add NOTES, SPEECHBUBBLES, and LINKS to your video:

http://www.google.com/support/youtube/bin/answer.py?hl=en&answer=92710

These annotations will highlight the ways in which your Film Opening links to other similiar films in order to attract the particular Audience you have previously identified.

Your annotations will refer to genre conventions, use of music, similiarities with other movies and what you have identified as the Unique Selling Point of your imaginary film.

EVALUATION ACTIVITY 6
What have you learnt about technologies from the process of constructing this product?

In pairs, take a picture of each other holding the kit you have used. This might just be the camera and tripod, and a mac but there may be other things you want in the shot.

Drop the image onto your blog and annotate it, adding all the programs and other technology you have used as screengrabs and what you learnt about it/from using it. Your written text need only be minimal. You could include reference to all the online and computer programs you have used such as youtube, flickr, blogger, final cut,photoshop,vimeo garageband, etc.


EVALUATION ACTIVITY 7
Looking back at your preliminary task (the continuity editing task), what do you feel you have learnt in the progression from it to full product?

Concentrate on editing and camerawork.

Grab some frames from both tasks and put them on the blog and show what you know about shot types, edit terms and techniques.


Make sure you mention the 180 degree rule, match on action and shot/reverse shot

Research and Planning

Research and Planning suggested tasks

For Video
1. Layer Cake opening sequence write up and explanation (+annotated youtube clip?)
2. Analysis of film opening from Youtube
3. Analysis of student opening
4. Prelim task and evaluation
5. Four 25 word pitches

6. Narrative structures write up/linkage to your own idea
7. Make a company logo and Ident
8. Audience research - link this to genre/certificate. Draw/envisage typical audience member.
9. Titles timeline from art of the Title
10. Storyboard and animatic
11. Recce shots and photos on the shoot
12. Screengrabs throughout editing
13. Rough cut for feedback