JM - Evaluation Q4

How did you use media technologies in the construction and research, planning and evaluation stages?

Blogger (http://www.blogger.com/)

• This has been probably the most useful and effective media technology that we have used, as it has benefited us in every single stage in the process of completing the coursework.

• Throughout the research process we were able to post up how we had evaluated music videos and other texts that were from our genre, we were then able to go back to these ideas throughout the next three stages and use what we had learnt and found out in earlier stages of the coursework process, and apply it to what we were now completing.


• Later in planning, Blogger became a useful idea in conveying and discussing ideas that we had had for our music videos and other texts, and we were able to keep up to date with new ideas and changes throughout the construction stage too. We were also able to post up storyboard and animatics to enable us to show how we progressed through these stages.

• In evaluation, Blogger became useful because we were able to receive audience feedback about our music video and print texts from other schools, people from the class and others we knew via the comments section.

Adobe Premiere 8.0

• We were able to use Premiere throughout planning and construction to edit together our music video, animatic and test shots from reccie’s such as Brighton.
• Premiere is such a high quality, professional piece of editing software that it was easy to get professional results.
• Premiere has a large range of filters and effects, all on an easy navigable and useable interface that enabled a smooth usage throughout planning, construction and evaluation.

• An example of when I used one of the effects was to reverse a shot in which the lead singer took off his jacket to make it look as though he was putting it on through what is known as the ‘time-lapse’ tool. This is the result:

Adobe Photoshop Elements

• Despite the school upgrading to ‘Adobe Photoshop CS3’ during the transition from AS to A2, I decided to stick with using Photoshop Elements because it was what I had grown accustomed to.
• Like Premiere, this came in useful at the planning and construction stages as it enabled us to create professional pieces of work with ease. I used Photoshop Elements to create my print text, and a number of drafts.
• This is an example of a print text that I created in Photoshop Elements.

YouTube (http://www.youtube.com/)

• YouTube became a key tool in our research and evaluation stages, as it firstly enabled us to look into music videos of a similar genre and evaluate them, and at the end of construction we were able to add our coursework onto the website for others to see.
• Here is an example of what the website looks like when viewing a video:

Slideboom (www.slideboom .com)

• This was a small part of the project, and only came in useful during planning.
• This is a web based application that allows you to upload a ‘Powerpoint’ presentation onto the internet, enabling you to access it wherever you have a web connection.
• This was useful as there was no longer a need for memory sticks for our pitch, as everyone in the group e-mailed me their slides and I compiled them together and uploaded them.
• This is what the site looks like:

JM - Evaluation Q2.

How effective is the combination of your main product and ancillary texts?
Our task was to create from scratch a music video with an accompanying advert and digipak. These ancillary texts are crucial to helping reinforce genre stereotypes for our music video.

Below is Casey’s digipak design:

• This text furthers our narrative fuzz through an intertextual homage to Aha’s ‘Take on Me’ video.
• The text is playful and again shows the artistic nature of the indie genre, as all images are drawn by hand rather than photographs, which is breaking away from the forms of the other two ancillary texts.
• However parts of the text still have the band name and record label logos on so there is still an element of advertisement.
• Therefore these aspects of the text make this digipak a very postmodern design, with its homage, playfulness and the fact that it is hard to tell whether it is art or advert.

Below is my accompanying advert:



• This advert was designed to run in a youthful music magazine that specialises in rock or indie music, such as ‘NME’ or ‘Q’ (I had NME in mind specifically when designing the ad.
• This text creates an enigma around the band. We see the band member’s body and guitar, but no face again referencing to Dyer’s critical theory of being both present and absent.
• The text is similar to the digipak in the sense that black, white and blue are the main colours featured, they both have a band member with an instrument, and the idea of being present and absent appears on both.
• However, the fact that this is a photograph makes a difference. I took out the saturation of the original photo and then played with the contrast to give the photo the shadowy, dark ‘retro’ look in order to in keep with the artistic and postmodern feel of the other text.
• Again, we see logos for record companies and band websites which also help to promote the artist as a brand so we begin to see a recurring blur between what is ad and what is art.

Finally, below we have Rosie’s advert:

• This advert is intended to run in a quarter of a page of a magazine such as ‘NME’
• This text is very similar to my own, and also Casey’s. Once more we see the combination of black and white with a hint of blue from the lights.
• However, when it comes to defining what is ad and what is art, this differs from my own advert in that it jumps out at the consumer as being more toward being an advert.
• Here all of the band members are featured, creating their star image and promoting them as a whole brand, as opposed to my advert where only one, unidentified band member is featured.
• The way the light shines down on the band has angelic and religious connotations, not often associated with rock and indie music, and as a result this text breaks the conventions of a typical indie music advert.

In Conclusion:

• All of our print texts are postmodern, and two out of three apply Dyer’s framework of being both absent and present.
• The other employs Dyer’s ideas about star image and making an artist into a brand.
• All these print texts have been effective in creating enigma and mystery around the artist.
• All these print texts have blurred the boundaries of what is art and what is advertisement.

JM - Evaluation Q1

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

Depending on interpretation, our media product can be seen to simultaneously use, develop and challenge the forms and conventions of real media products. How we can see the different interpretations is to use critical theorists.

Dyer

• Dyer’s framework concerns the star image portrayed by artists in film, TV and music. When we look specifically at our video we see many of his ideas reinforced.
• The conceptual aspect of our music video is a convention of the ‘indie’ genre because it typical of this genre to create a more artistic text rather than one that is an advertisement for the band. Our music video shows this through the absence of the band for a significant amount of the video.
• This then makes the audience strive to ‘make sense’ of the video and fully understand the meaning behind it. This therefore makes our text stand up to repeatability, as our audience will go back and watch our video again in an attempt to clarify their understanding of the videos meaning.

• Hence, our video conforms with Dyer’s idea that the ‘star’ should be present but absent, meaning that the advertisement of the band is broken up as performance is out weighted by the conceptual narrative of the four unknown characters.
• An example of our ‘artistic’ nature of our music video can be seen in our photo montage sequences:


Postmodernism

• Videos at the present time are consumed in what is called the ‘post-modern fashion’. This concerns focused and ambient viewing and whether we perceive the text we are consuming to be art or advertisement’.
• The fact that our music video is heavily weighted toward our narrative means that we have created a more artistic music video. This is backed up by the amount of time that is spent focusing on characters outside of the band rather than the band itself.
• However, the lead singer is featured throughout the video, which may counter this argument because him being featured with many close-ups and meat shots means that our video swings back toward being an advertisement.

• Another way that our video can be considered ‘art’ is through our creation of narrative fuzz. The two most effective ways we did this were through jump cuts and photo montage that broke up the narrative and made the video polysemic by creating mystery around the characters and others featured in the video.
• However, this narrative fuzz means that our video has repeatability, which could be seen as intentionally used to make the audience come back to the video and other texts from the band to learn more about the band and their music, therefore going on to consume more of their products and make the band and record companies more money, again making a case for the video being advert rather than art.

Another video I viewed that created the same sense of narrative fuzz it Arctic Monkey's 'A View From the Afternoon':

Conclusion
• In conclusion our video is conventional to the indie genre, because it is lo-fi and postmodern.
• Our music video creates narrative fuzz and therefore has repeatability.
• In our video we create a star image which is in line with Dyer’s theory on media stars.

RC - Evaluation Q1

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

Our media product simultaneously uses, develops and challenges the forms and conventions of real media products. By applying critical theories our product can be interpreted as either using, developing or challenging, depending on the theorist.

Laura Mulvey

• Although this theory is mainly applied to classic hollywood films durings the 1940s/50s I felt that the points that Mulvey brought up were relevant, in some cases, to our music video in terms of how we have dealt with stereotypes of genders
• This theory focuses on how women are represented as objects, and more specifically the 'male gaze'
• The look could be 'voyeuristic' or 'fetishistic'
• Our product uses the forms and conventions by opposing Laura Mulvey’s theory; through our camera work and editing it is not evident that our intention was not to subject women in any form;
• it was never our aim to advocate women as being sex symbols by drawing upon the ‘male gaze’.
• However, there are some shots in our video that can be viewed as opposing our intentions.
• ECU of good girl putting on lipgloss, an ECU of the bad girl putting on mascara and a CU of bad girl putting on high heels
• all shots show very feminine actions

• However, the CU shot of the bad girl putting on her shoe does not include the pan up/ped up movement needed to create a subjective shot.
• I believe that the people present in our video will be viewed as being equal because each character/person gets around the same amount of screen time.
• However, the lead singer is male, which could advocate male dominance; opposing the emerging ideology of males and females being equal, but supporting the residual ideology of males being superior
• In contrast to this there are also shots that can be seen as objectifying the male characters, which I think does not conform to the indie genre, these include a CU of the good boy doing up his tie as well as a pan up of the good boy waiting outside holding a briefcase.
• In this video the 'good girl' is the person who is driving, which can be viewed as unconventional and challenging the hetero-normative because cars are linked to masculinity and therefore some could argue she is playing a male role.

• There are some parts that could be considered as voyeuristic, particularly the shots where the lead singer appears in the corner of the shot

• it is as if he is watching the good girl get ready, however, he is only telling the narrative of the video

Dyer’s Framework

• In terms of Dyer’s theory on star image, where he has written extensively about the role of stars in film, TV and music, our video reinforces a number of his beliefs and therefore uses/develops the conventions of real media products.
• He believes that a star is not a real person but in fact an image constructed out of a range of materials, he states that for a star image to be successful the artist(s) has to be simultaneously extraordinary and ordinary as well as present yet absent.
• I feel that our video follows these conventions to some degree, being that the band we are representing in our product are not present the whole duration, due to the use of conceptual characters.
• The band’s absence causes audiences to strive to ‘complete’ or ‘make sense’ of the image.
• Although the band is singing to an audience, the audience is ultimately only watching them on the television
• Again, this makes audiences feel unfulfilled by the text and therefore they want to watch it again
• Our band is ordinary yet extraordinary in the sense that the band members are normal, ordinary people just like us, but there is a sense of the band being extraordinary with the use of the spot lights and specific camera shots in the band sequence that accentuates the band's star image.
• It is common for videos of this genre to have an artistic appeal, where a lot of indie bands focus more on creating a work of art than an advertisement. I think that our video uses this form to some extent, where the inclusion of a number of photomontages provides an artistic effect.

Post Modernism

• Videos these days are consumed in a post-modern fashion, where the question of whether the product is a piece of art or an advert is brought up.
• The use of photomontages breaks the continuity of our video, as does our continuous use of jump cuts.
  
  
  
• The narrative of our video can be considered as generic of the indie genre; the storyline that is conveyed in our music video of a group of friends having a good night out, appears in many videos specific to this genre.
• In this light our product can be perceived as simulacra, which is a component of post-modernism.
• Our narrative also provides a ‘playful’ aspect, by subverting to the rules of the indie genre, as the four characters are evidently enjoying themselves in a ‘realistic’ manner, by doing something that ‘everyday’ people would do.
• I feel that our video can also be considered as a deconstruction of the grand narrative, where we focus on the smaller details rather than the big narrative
• The boundary between what is real and what is being represented is blurred in videos which include post-modern elements, and to some extent this is relevant to our product, where our video can be viewed as being a copy of a real performance through the use of lip synching.
• However, our video can be perceived as not being post-modern because some argue that post-modern videos are unoriginal and I believe that our video is in fact original and authentic.

Goodwin's critical theory

• Our product uses and develops the forms and conventions through the use of Goodwin's theory
• An example of this would be the use of amplification through the use of sound, visuals and lyrics
• the sound is amplified by the fast cutting rate of the video
  

• The lyrics are amplified by the use of lip synching
• the visuals are amplified by the illustrative relationship between the sound and lyrics where the visuals are used to enhance and support the ideas brought about by the sound and lyrics
• In the good boy sequence there are many visual connotations that support the lyrics of the song. Thepanning MS shows the good boy to be holding a briefcase, which is a prop that highlights the boy's 'nerd-like' features, as we know from earlier on that there is a musical instrument within this suitcase.
• It is implied that he is waiting to get picked up from band practice, which is amplified by the CU of him looking at his watch. This movement suggests anticipation as well as a sign of intelligence because he can clearly read the time and he takes pride in wearing a watch everyday.

• Indie videos are conventionally low-fi, a factor which distinguishes videos of this genre from the rest.
• They are not concerned about the advertising aspects or being funded by huge conglomerates
• They focus more on being 'independent'
• I think we have managed to achieve this look and put across this message in our video
• The realistic effect of our product conveys originality and authenticity; key components of the indie genre
• The interaction between the lead singer and the audience, through the use of first person mode of address, breaks down the fourth wall; a feature that seems to be present in most indie music videos. still of josh
• One video that I looked at was ‘Naïve’ by The Kooks:
  
  
  

• It is clear from this video that first person mode of address plays a significant role in videos of the indie genre.
• In our video we use a couple of effects to enhance the last shot as well as creating a reverse shot in the opening sequence. Visual effects are not common in videos of the indie genre
  

• The use of meat shots is a common feature in indie videos. We have included this type of shot a number of times in our video, particularly in the band performance shots, and for that reason our product conforms to the forms and conventions of real media products
  

• In the arcade sequence there seems to be connotations of wealth, power and danger where the bright lights and the CU shots of the arcade/money machines signify this. However, the location in which this arcade is situated in conveys a more run-down, very British appeal and therefore fits into the indie genre.
• The element of rebellion conveyed in this sequence is an aspect that appears in most videos of this genre because it relates to the youth-culture.
• Iconic props such as the beer can supports this as well as shots such as the moving MS of the bad girl pushing the bad boy along in an abandoned trolley.

• The sped up car sequence that we included in our video is a feature that we felt was unique to us; uniqueness is key in indie videos and therefore I think that the inclusion of this shot develops forms and conventions

RC - Evaluation Q2

Q2. How effective is the combination of your main product and ancillary texts?

• I feel that the ancillary texts a long with our main product combine to great effect and work well to compliment each other
• It was our desire to create an alliance of texts that subverted to the forms and conventions of the indie genre, for example:
  
• Creating a product and ancillary texts that raise the question; is it art or is it an advert?
• Creating a product and ancillary texts that add to the meta-narrative of the band
• Providing a polysemic effect; allowing different audience reading
• Breaking with the conventions of the mainstream, pop videos
• Creating a band image that suits the indie genre; showing independence/individualism and idiocrasy
• Conveying a low fi look to all texts and the main product
• Creating enigma and narrative fuzz around the band's image; using Dyer's theory on star image as a framework
• Creating texts that include intertextual references as a way of homing in audiences
• Using post-modern elements such as pastiche, nostalgia and playfulness
  
  Here is our main product:
  
  
  
• I believe that our main product was the source of inspiration for all our ancillary texts because it seemed that the development of our music video took shape quite a while before we began on the construction of our media texts.
• We had to ensure that our ancillary texts anchored the semiotics of our main product
• We knew that there had to be some correlation between all our work otherwise it would not have been successful in constructing the band's image
• The intention was that our ancillary texts would 'add value' to our main product by reinforcing any ideas, forms/conventions evident in this text

Below is my advert (which is 13 by 10 cms):

• 

• The photograph itself can be seen as unconventional;
• the low angle shot portrays the band members as being superior, a notion which most indie bands don't set out to achieve
• The use of lights exudes a glamorous appeal, one of fame and stardom, as if the band is being spotlighted, which again challenges the indie genre
• it also juxtaposes with the main product
• However, the lights also give the impression of a stage setting; a familiar/natural place for a band to be
• The rule of thirds is very much conventional, with the whole text having a 'central' feel to it
  
• This idea of everything being central could be viewed as unconventional because indie bands don't necessarily want to be the centre of attention
• The black and white colour scheme exudes a low-fi, natural feel; stripping down the band members to their most natural form
• this low-fi effect is similar to the aesthetics of our main product
• The leading path is quite easy to follow;

• 
• it is quite simple, which I think is conventional of the indie genre
• Using Dyer's theory I think there is an element of the band being present yet absent;
• they are obviously in the foreground of the image, however, there isn't a strong connection between the band and the audience because of the lack of direct mode of address;
• there is an element of the band being ordinary yet extraordinary because although they are human like the rest of us they are being spotlighted and the camera shot shows them to be superior, which makes them extraordinary to audiences.
• the colour scheme (or lack of colour) also adds an air of mystery around the band, which provides distance between the band and the audience
• the black and white colour scheme also provides a post-modern effect, this is because it is unusual for adverts not to be coloured and therefore exudes a sense of nostalgia
  

• The font is bold and makes a statement;
• however, it is also disjointed in some parts; maybe adding to the humility of the band by showing that they are not perfect?
• this theory is reinforced by the inclusion of the white banner/strip, where there seems to be rips in some parts
  
• the reviews add to the meta-narrative of the band
• I see my advert as appearing in magazines such as Q and NME, because they are magazines that are more focused on the indie culture rather than mainstream pop

Below are the other two ancillary texts created by my colleagues:

• As you can tell there is an evident link between all our texts, where we have all used the same colour scheme; grey scale and blue
• we are all clearly focusing on the construction of our band image and how that adds value to our main product
• each text offers a different insight into the band's persona;
• the digipak is playful with the cartoon effect, which highlights the artistic side to bands of the indie genre;
• Josh's advert is also artistic in its own right with the use of the CU photograph of the guitar, this emphasises the band's interest in music and creates an 'intruding' effect
• the lack of people in Josh's advert underlines the fact that they don't see the need to get attention;
• this is also evident in our main product where most of the video is about conceptual characters rather than the band;
• even in Casey's digipak there is no direct mode of address, and although the drawings show there to be three men it doesn't actually state if they are the band or not
• there is a sense of uniformity in Casey's digipak, which I think is also evident in my advert as well as the main product with both the band and the characters
• the digipak is the strongest link between mine and Josh's adverts, where she uses both the fonts that we have used, wheras Josh and I use completely different fonts
• Similar to mine the digipak also inludes a banner

I think that our ancillary texts and our main product combine to create an impressive product altogether being that they are all rich in connotations, drawing upon many social myths, and they all primarily reinforce the values and beliefs of the indie culture.

RC - Evaluation Q4 continued

• Adobe Premiere was essential in the production of our music video

• The large screen gave us a clear visual of the shot we were working but also when we were playing our video as a whole

• The workspace on the left of Adobe Premier made it easy for us to organise our footage, where the thumbnails clearly showed each piece of our footage. This made it easier to 'get media', especially when we wanted specific shots
• It also helped us to 'share' our footage easily, where we were given clear directions
• Editing specific shots was also made easy

• The thin red pointer gave us control over the parts of footage we wanted to preview/edit; if we wanted to we cut a segment our footage using this tool so that we would end up with two separate clips of footage
• This tool came in handy when cutting up a clip to create a photomontage

• This bar helped us to zoom in to our footage to make sure that it was edited perfectly, with no gaps

• zooming in on the audio part of our footage made it easier for us to make sure that the sound was in sync with the visuals

• Using the 'edit' part of the right hand side work space to add effects to our footage
• Adding effects:

• adding a fast blur in and out effect to the last shot of our video

• adding a 'dip to black' effect just before the last shot to single it out
• Used blogger as a written and visual record of all the editing stages

Evaluation:

• Used Blogger as a basis for my evaluation but also as a way for collecting audience feedback
• Used Youtube for uploading short clips taken from our music video timeline so to be able to embed them into posts
• Used Microsoft Powerpoint to show the construction of my media text
• Uploaded this powerpoint onto the websiteslideboom.com so that I could post the powerpoint onto the blog

• The work toolbar in Adobe Premiere gave us the freedom to choose specific segments of our video that we wanted to export separately
• Used social networking sites in order to gather audience feedback by posting a link onto Facebook that took people to the Youtube video

• Used a HD camera to film a number of people answering questions on our music video
• Used iMovie software on my own laptop to edit this footage

RC - Audience feedback development

I have carried out a survey to aid my audience feedback for my print text, this is because I did not manage to gain any responses despite posting the advert with questions onto the blog. Therefore I have taken it upon myself to approach people to get immediate answers, using the questions that I had asked in the post.

Q1. Do you think this advert is suitable for the indie genre?

Q2. Is the band image conveyed effectively?

Q3. Do you think this advert is visually arresting?

Due to our target audience being youths aged approximately between 15-24 I primarily asked people who fit into this category, here is what they came up with:

Katy (Aged 15):

Q1. Yes - black and white provides an authentic appeal; strips the band down - natural effect. The indie adverts that I have seen in the past normally feature boys.

Q2. Yes - Indie clothing, especially the hat. Long hair and beards make them look indie.

Q3. I don't think it would necessarily catch my attention straight away if I were to see it for the first time because it seems a tiny bit dull. However, the four lights are effective and provides a stage setting. The font is also bold making it eye-catching; the font is also quite 'normal' and not too 'snazzy' like the fonts featured on mainstream pop artists' texts, making it suit the indie genre.

Grace (Aged 16):

Q1. Yes - looks authentic. However, the lights beaming maybe unsuitable because indie bands don't normally like to be spotlighted?

Q2. Yes - the band member seem to gel together; the main singer is in the middle, which is normal for a band, he is also identifiably different because he is wearing a hat. The body language of the band shows most of them to be looking else where and not directly into the camera, this shows that they don't necessarily want attention, which I think is common for most indie bands.

Q3. I like the black and white colours with the use of the colour blue as well. I also think that the presence of the reviews makes the text more realistic.

Amy (Aged 15):

Q1. Yes - if you think of bands like N-duz who are more focused on looking like 'stars' in their adverts, this advert contrasts this, which I think works well for the indie genre because they have more of a casual look to them. The clothing that they are wearing are also quite quirky, especially the hat, which helps to make them more individual.

Q2. Yes - they are standing close together showing them to be a unit, which is effective for a band.

Q3. Yes - I like how the lights have a spotlight effect, I also think the colour scheme is good and that the text suits the style of music, as it has quite a 'techno' feel to it.

Ollie (Aged 22):

Q1. It definitely looks indie, which is enhanced by the use of clothing and colouring. I think the hat makes the band look original.

Q2. The use of lighting draws the attention to the band members and shows them to be a group, which adds uniformity. They also look 'cool', which I think is quite important for an indie band.

Q3. I think the use of lighting is good, as it makes it appealing as an indie text because indie isn't about being artificial in terms of bright lights, etc. I think that the use of reviews is also visually effective because it makes it seem realistic and adds to the story of the band.

RC - Evaluation Q4

Q4. How did you use media technologies in the research, planning, construction and evaluation stages?

• Media technologies have played a crucial role in all four stages of our media production
• It is safe to assume that without the presence of these technologies our product would not exist, or at least be of the standard that it is
• From our coursework at AS level we already knew just how important media technologies would be when it came to our coursework this year; this knowledge allowed us to take advantage of these technologies so to benefit our production

Blogger:

This free publishing tool has been used in all four stages. It had proved to be:

• An attainable e-portfolio for all our thoughts and ideas
• A mean of communicating with the group through the ability to comment on each others posts; useful for working collaboratively with the group
• A way of accumulating general information with the ability of presenting all research, planning, and our general product progress.
• A program which provides accessibility, with the ability to return and make continuous amendments and improvements
• A way of presenting our findings in an aesthetically pleasing fashion through the insertion of images, video clips, etc.

The screen shot below shows how we used Blogger to gather our thoughts and ideas as well as highlighting how we communicated as a group

Research:

• Search engines such as Google have been essential in helping us discover and learn about the indie/rock genre by linking us to websites such Wikipedia.org
• Websites such as Youtube allowed us to investigate further into our chosen genre by allowing us to consume videos that fell under the indie/rock genre
• By consuming these types of videos we could compare and analyse them so to aid our concept and technical development, focusing on media language and semiotics, representation, genre and narrative and institutions and audiences
• This enabled us to make sure we considered all aspects when preparing to create our product
• Blogger allowed us to present these findings

• Using Youtube also helped us to find further videos by having a 'suggestion' column (shown on the right hand side of the above screen shot) that related to the genre of the video being shown

Planning:

• One important part of our planning was to create an animatic
• This was done by: filming with the HD cameras each shot we had drawn for our storyboard; using Adobe Premier to import and edit the footage so to fit the cutting rate our soundtrack; and then uploading the edited version onto Youtube so to be accessed by all

• Making an animatic allowed us to gain insight into how the visuals would link with the soundtrack, giving us a sense of verisimilitude
• I felt that this was significant in the advancement of our video in the planning stages

• We also had to make a pitch to present to our class and teacher
• This would help decipher whether or not our concept and any surrounding ideas were worthy of the 'green light'
• We used the program Microsoft Powerpoint and the website Slideboom.com to create and present this pitch

• In order for the content of our pitch to be effective we had to include any reccies we had been, for which we had to use HD cameras to film, as well as including photographs to show possible locations/costumes/props etc.
• To watch our pitch see post labelled 'RC - Pitch'
• Web 2.0 became in use when creating our pitch as it seemed further research via the internet was needed to cement our concept
• Web 2.0 proved to be useful again where it was used in the planning of our shoots because we needed the internet to complete risk assessments and call sheets; documents which are found on the school's VLE

• Web 2.0 was also used to email the necessary staff members to ask permission for equipment

Construction:

• Using Photoshop elements to create and develop my media text

Construction of media text