Final evaluation of package
How did you use new media technologies in the construction and research, planning, and evaluation stages.
As a group, it was clear to us that technology would be a key aspect of the production of our production package. It played a key role in each of the stages in the production of our video, digipak and advert, as well as the research stages.
YouTube- the ways in which youtube was used by us as a group and individually, made it easier to access and research specific aspects of the things that we needed. For example: artists and their videos. I used YouTube in order to find music videos of present indie rock artists, in order to see how they use codes and conventions, and whether or not they conform to the stereotypes that surround the genre. This is a screen shot of Noah and the whale's music video- Shape of my heart.
I Movie 9- We used this function to create our music video on apple mac computers. this was a very useful tool in the production of our music video, as it allowed us to edit, manipulate, copy etc certain clips that we had shot using a video camera. It helped us to keep a electronic copy of the progress of our video, which enabled us to make decisions about our video, on a regular basis.
Gmail and school email- Emails were an essential aspect of communicating with the rest of the group about ideas and various different things that we had to discuss outside of school, such as: shooting schedule, cast members etc. It also enabled us to email certain aspects of work that we created at home, in order to add our personal opinions and input,into the production work.
Blogger.com- This was used as a way to document each stage of the production of our package, in a way that was easy to access and technological, therefore, it was easy to put work onto the blog, and easy to understand, as everything is dated. It gave me an insight into possible ways in documenting my work in order to make my life easier, and make my work look professional. It made the research aspect of the coursework look creative in the ways in which blogger allows you to add videos and images as well as text to each post that you create, therefore making your blog multimedia.
Microsoft word and Excel- Both word and excel proved to be very resourceful during the process of researching the genre and artists within it. Word enabled me to document ideas and research quickly and easy to access,as doing it in this way made it easier to put it on to my blog. Also, word, made it easier to save my work, rather than putting it straight onto my blog. Excel was used to create graphs of the results of the audience questionnaires that we created. this was effective, because it enables us to see them in a way that was easy to understand. 
Zamzar- This enabled us to convert files from the Internet into the correct file, that we needed in order to be able to work with. For example, we convert the sound file of our chosen song, in order to make it accessible on imovie9. 
Drowned in sound website- This proved to be an extremely useful tool during the research process. Once we had decided on the record label that would produce our video, we then went onto the website, which gave us an insight into other bands they produce and upcoming events and festivals. This helped us finalise our decision, and ensured that it was the right one. We had to use a scanner in order to scan our storyboard and timeline into the computer in order to put it onto our blogs. This was very useful as it allowed us easy access, therefore making it easier for us to use it in our video.
This image in our own video -
In what ways do your media products use, develop, or challenge forms and conventions of real media products?
During the production of our media products, we had to consider whether or not we wanted our products to conform or challenge the stereotypes that surround the music genre within the media. Also, we had to consider other stereotypes that are present in the media, and whether or not it would be a positive or negative thing to use or challenge them.
Representation
Femininity- Within the media, women are often portrayed as being weak, and inferior to men, therefore, in some ways we have reinforced this idea in the ways in which the male character in the music video is seen to treat both female characters. The idea of the male character being able to cheat on one of the girls with the other and get away with it, reinforces other ideas and music videos that I researched, therefore, it enables the audience to recognise this dilemma. The costumes that the female characters are wearing also emphasise the ways in which women are seen as being sexual objects that are at the disposal of men. For example: short skirts, vest tops, tight jeans. The fact that we reinforced this stereotype could be seen as a negative thing, considering the fact that as females, we should be trying to portray women in a way that creates a counter type for the stereotype that has been created by the media.
Masculinity- Similarly, the ways in which men have been represented throughout our media package, reinforce the ways in which the media represent men. It is believed that we live in a " patriarchal" society, therefore, our video reflects the idea of the male character being the superior role compared to the female roles. The male antagonist in the video portrays a negative side to men, this allows our female audience to relate to the video, in the sense of men are often portrayed to be the gender that control and cause women issues and heartache,therefore a negative portrayal may prove to be more justified amongst the female audience.
Ethnicity
Representation
The ways in which both men and women are represented throughout our package has both positive and negative connotations.
Femininity- Within the media, women are often portrayed as being weak, and inferior to men, therefore, in some ways we have reinforced this idea in the ways in which the male character in the music video is seen to treat both female characters. The idea of the male character being able to cheat on one of the girls with the other and get away with it, reinforces other ideas and music videos that I researched, therefore, it enables the audience to recognise this dilemma. The costumes that the female characters are wearing also emphasise the ways in which women are seen as being sexual objects that are at the disposal of men. For example: short skirts, vest tops, tight jeans. The fact that we reinforced this stereotype could be seen as a negative thing, considering the fact that as females, we should be trying to portray women in a way that creates a counter type for the stereotype that has been created by the media.
Masculinity- Similarly, the ways in which men have been represented throughout our media package, reinforce the ways in which the media represent men. It is believed that we live in a " patriarchal" society, therefore, our video reflects the idea of the male character being the superior role compared to the female roles. The male antagonist in the video portrays a negative side to men, this allows our female audience to relate to the video, in the sense of men are often portrayed to be the gender that control and cause women issues and heartache,therefore a negative portrayal may prove to be more justified amongst the female audience. Ethnicity
As a result of our research, we found that the majority of music videos that we researched follow the same "white, male" convention, therefore, as a multicultural group, we felt that it was necessary for our band to have a multicultural element to it. On both the poster and the digipak the ethnic members of the group are shown in a equal way, that allows the audience to see each member, therefore, it automatically, feels like they are one group, instead of being separate people. 
Youth- The narrative within the video, reflects many of the videos that we researched in regards to the ways in which the male character seems to be the one that causes the issues. There is a sense of innocence within the video that acts as a counter type for the ways in which youth is represented within the media.
For example: in Noah and the whales music video, the band are seen playing with a kite, this connotes a sense of youth and enjoyment. Showing this shows that we feel as though our video represents positivity instead of following the stereotype that is often negative in regards to the ways in which youth is represented.
Setting
As part of our research, we found that there were a number of settings used within the different videos. some videos had a natural - outdoor feel, that made the video seem more realistic. such as: Mumford and sons, and Dirty Projectors. 
We felt that the different settings helped to give the video a more professional and exciting look, because, each setting represents a different stage in the characters life and feelings.
Characters
The artists that we researched portrayed different types of characters within their videos. Some artists researched didn't have specific characters per-say, but, therefore still was a sense of narrative within the video.
For example: in the music video "stillness is the video" by Dirty Projectors, there aren't specific characters in the video, but, as an audience it is still made clear that the band members who are present within the video are on a journey and the end of the video emphasis this by the fact that they find the person they may have been looking for.
In our video, we wanted clear characters, in order to represent our narrative in a clear and precise way. From previous research into characters of media texts, we found that our video needed characters such as: a damsel in distress, anti hero and a hero.
The idea of having these characters adds a story element to our video. Leah and Amy (left and centre) are the same character, just at different stages of the same persons life. Amy represents a younger Leah and the video is reflecting on a past relationship that she has had, therefore allowing the audience to have a more personal insight into the lives of the characters. This could act as a selling point for the video, because, from our research, we found that have a personal relationship with the band and their music is important, therefore, having a relationship with the band, could persuade the audience to become more involved with the band.
Props
There were a number of things that we wanted to include in our video that were present in the majority of videos that we researched. For example: Props- within the indie rock genre, props are seen as a useful tool in showing the audience the bands passion for there music,
e.g. Arcade fires video "Ready to start". this video is full of shots of the band playing various instruments, and looking passionate about doing so, this personally makes me immediately feel a sense of excitement and a connection to the band, therefore, we wanted a similar effect made for our audience by our music video.
There are a number of shots of each member of the band tuning or adjusting their instruments at the beginning of the video. the fact that this is the first shot that you get of band, immediately reinforces the idea of the passion that the band have for their music to the audience, which is key for our genre.Poster
We finally decided on the cubed effect for the main image of the band.
We liked the idea, because, due to the age of the band and the genre, we wanted a quirky feel, that would allow the audience to see a side to the band, the may attract them to the album.
This idea is reflected on Arcade Fires promo poster for their album "The suburbs" The quirkiness presented in this poster, reflects a common idea of the indie rock genre being youthful and free, which could connote that the band have an element of quirkiness within it.
How effective is the combination of your main product and ancillary texts?
As a whole, our media production package is an effective combination of our main product and the ancillary texts in a number of ways. There are a number of devices that we have tried to ensure are similar between both the poster and digipak, due to our research, which should us that they expect certain thing on them. For example:
The most common answer for what colours do you associate with indie rock was bright colours, therefore we knew that these were the colours we wanted to include on both our poster and digipak. We have also included on image of the album cover on the poster, which acts as a persuasive device for the audience. The fact that they can see the album, immediately causes them to make a connection between the album and the poster, which may make it easier for the audience to access the album as they know what it looks like.
The video and the ancillary texts are connected by the ways in which we have chosen to include the band in all aspects of the production package. As a selling point, this is extremely effective, because, it causes the audience to create a connection between each aspect, therefore, ensuring that they are aware of the band and their music. What have you learnt form your audience feedback?
Evaluation of Music Video
Positive Comments:
· The band setting up is effective.
· The fast cuts of Leah on the blocks are effective as it keeps up with the tempo.
· Singer in front of screen makes it clear there is a narrative.
· Change from singer to Amy is clear.
· Really good job, easy to understand genre, great narrative.
· Great concept, music video was engaging.
· Profiling shots of the band at the beginning help audience.
Negative comments:
· In some ways, the narrative is confusing; some audience members found it difficult to establish the relationship between Amy and Leah.
· Possible change to the order of the ending. Maybe consider not showing the band at the end, because they feel that the video is more effective finishing on Leah.
· Dinner scene is unclear- again what is the connection between Leah and Amy.
Overall, positive comments, with a few criticisms that we have tried to address, in order to create a successful video.
