introduction to btec firsts

Introduction to BTEC Introduction to BTEC FirstsFirstsCreative Digital Media

Production

What is ‘Media’? What is ‘Media’? • Spend 2 minutes with the person next to you and

come up with a list of everything you consider ‘‘MediaMedia’.’.

• Now try and come up with a definition of what you think ‘MediaMedia’ is. Once your pair has reached a decision write it on your white board.

Course Structure:Course Structure:The course if successfully completed is equivalent to 1 GCSE

There are 4 units to complete over the next two years

The first unit is in preparation for the exam which is externally marked. The other 3 units will all be coursework and internally marked across the2years of your GCSEs.

Tips to Secure Success:Tips to Secure Success:These steps should be followed routinely to help to guarantee your success in this course

Create folders on your computer for each unit you do

Create a folder for each task you complete and name it appropriately within that unit

Back up all of your data onto a memory stick or other storage device and keep it safely(work lost will need to done again)

Complete tasks on time routinely

Attend as many catch up sessions as necessary

Ensure that you dedicate an additional 3- 4 hours at home to the completion of set tasks

Your Responsibility:Your Responsibility: Manage and organise your own time to prepare

evidence for assignments

Participate fully in learning

Produce work for assessment

Review opportunities for achieving grading criteria

Participate in self and peer assessment activities where appropriate

Mandatory Units to be Mandatory Units to be completed:completed:

These units must be completed in order to receive the qualification

Unit 1 – Digital Media Sectors and Audiences (Exam)

Unit 2 – Planning and Pitching (Coursework)

Unit 3 – Digital Moving Image (Coursework)

Unit 4 – TBC

How you will be assessedHow you will be assessed• Each unit will consist of a variety of coursework tasks

that you must complete. You will receive an assignment brief for each task, as well as a detailed grade scheme.

PASS MERIT DISTINCTIONYou will show a basic awareness of the task. Your work will fulfil all of the requirements of the brief, but will lack real development and detail.

You will show good awareness of the task. Your work will fulfil all of the requirements of the brief and will include some development and detail.

Your work will be of an excellent quality, showing clear understanding of the task. Your work will fulfil all of the requirements of the brief and include good development, detail and originality.

Your Role: Your Role: It is essential that you complete each task to at least a PASS standard.

If you do not achieve at least a PASS in all of the coursework you run the risk of receiving an unclassified U result.

• Throughout the course we will learn and use a variety of key media terms. They will be made obvious to you on the slides. You must make sure you ALWAYS make a note of these key terms at the back of your book in a list.

KEY WORDS:

Term: Always write down the key term and the definition in the back of your books.

Your Role: Your Role:

Any questions? Any questions?

YOUR TASK: YOUR TASK: • In small groups you are going to use ‘the media’ to

create a VILLAIN and a HERO.

• In order to do this you are going to cut up images from magazines and stick them to your paper.

• However – with every image you take you must explain how this contributes to the qualities of your characters.

My Hero: My Hero:

Boltaprio - Saviour from the Grease!

The beautiful looks and charms of Leo Dicaprio

He has the power of flying

He has the unbelievable strength of Jax

His alter-ego works in a gym.

He kills his villains by forcing them to eat fruit.

He is the fastest man on Earth.

L.O: To be able to L.O: To be able to understand how understand how

media is constructed. media is constructed. Creative Digital Media Production

The Media:The Media:The media tries to present what is real but what tends to happen is visual ‘refraction’.

A media theorist Jean Baudrillard calls this ‘hyper reality’ in which the media creates an artificial or heightened reality.

KEY WORDS:

Decoding: the understandings taken from and brought to the text by the audience, the ways the text is understood.

The Media has been ‘The Media has been ‘constructedconstructed’ – very few can ’ – very few can decodedecode the messages! the messages!

Refraction: Refraction: • I’ve taken what is a seemingly

real image of myself.

• However it is clear that this is an artificially constructed image of me (Baudrillard)

• This is a refracted version of myself.

Task: Task: • In pairs Download the app – ‘Youcam perfect’ onto one

of your phones (girls you might want to add ‘YoucamMakeUp’).

• Take a picture of yourself and then use the app to manipulate the image.

• Email the images to me – [email protected]

L.O: To be able to L.O: To be able to understand the understand the development of development of

Media. Media. Analogue and Digital

Unit 1: Digital Media Unit 1: Digital Media Sectors and AudiencesSectors and Audiences

• In this externally assessed unit you will explore the different digital media sectors and the products they produce.

• You will understand the range of technological platforms used to distribute media, and how each sector has a common production process.

• You will understand how media producers consider how to

interact and communicate with audiences and how information on the audience can be gathered and interpreted.

Digital Media:Digital Media:• The digital media industry has changed

rapidly, thanks to the growth in digital technology.

• Nearly every person and company today uses digital media to access information, entertainment, marketing or social networks.

• However – our technology used to be analogue.

• What is the difference?

Analogue:Analogue:

Digital: Digital:

Analogue or Digital? Analogue or Digital?

Analogue and Digital: Analogue and Digital:

Living Room:

Upstairs:

Kitchen:

Exam Example: Exam Example:

Plenary:Plenary:

• In your books but into your own words what the difference is between Analogue and Digital.

STARTER:STARTER:Is this digital or analogue? – explain how

L.O: To be able to L.O: To be able to explore the different explore the different

media SECTORS. media SECTORS. Creative Digital Media Production

Sectors: Sectors: • Imagine the media is like a school. Inside that

school there are lots of different subjects • Maths• English• Science• P.E

• These subjects are just different SECTIONS of the school.

KEY WORDS:

SECTORS: An area or portion of the media that is distinct from others

Sectors: Sectors: KEY WORDS:

SECTORS: An area or portion of the media that is distinct from others

Try and list as many SECTORS you can find in the media:

1)2) 3)4)

Digital Media Products:Digital Media Products:

• Within each sector differnt media products are produced. (These a different categories within the sectors). Moving Image Audio Publishing Games

•Film•Drama• • • •

•Adverts• • • • •

•E-magazines • • • • •

•Entertainment• • • • •

Synergy:Synergy: KEY WORDS:

SYNERGY: When media sectors cross over to another one to help strengthen their products.

FILM/T.V

AUDIO

PUBLISHING

GAMING

Synergy:Synergy: KEY WORDS:

SYNERGY: When media sectors cross over to another one to help strengthen their products.

FILM/T.V

AUDIO

PUBLISHING

GAMING

Can you find another example where synergy has been used in

order to produce a product?

TASK:In groups research how the following film products used synergy. Put your findings into a PowerPoint in order to present your findings.

• Star Wars• The Inbetweeners• Batman• The Incredibles• Toy Story

Synergy: Synergy: Advantages?

EXTENSION: Can you think of any potential disadvantages to synergy?

STARTER:STARTER:What SECTORS are the following images from?

FILM GAMING AUDIO

L.O: To be able to L.O: To be able to understand the process understand the process

of creating a product. of creating a product. Creative Digital Media Production

BTEC Quiz:BTEC Quiz:1. Name two examples of a digital audio product. 2. Name two examples of a an analogue product.3. List 4 media sectors. 4. Name 2 platforms within the publishing sector. 5. Name 2 platforms within the moving image

sector. 6. Explain how synergy is important.

BTEC Quiz:BTEC Quiz:1. Name two examples of a digital audio product.Ipod/MP4/Podcast/Audio book 2. Name two examples of a an analogue product.Vinyl records/film reel/terrestrial TV/ analogue clock/cassettes/VHS3. List 4 media sectors. Moving image/audio/publishing/internet/gaming4. Name 2 platforms within the publishing sector. Books/magazines/billboards/posters5. Name 2 platforms within the moving image sector. Film/tv drama/documentaries/news6. Explain how synergy is important. Makes more money/reaches a large audience/makes product more

successful.

Production ProcessProduction Process

ProductPre- Post-

Production Process: Production Process:

Pre-Production

Production


Post-Production

Distribution


Exhibition

Task: Task:

• You have been set the task to come up with a new teen show for Channel 4.

• Create a PowerPoint showing what you would do at each stage of producing your product.

Pre-production:

• create a story board• write a list of characters• •

L.O: To be able to L.O: To be able to understand the process understand the process

of creating a product. of creating a product. Creative Digital Media Production

StoryboarStoryboardd Location Location

RecceRecce

Cast ListCast List

Filming scheduleFilming schedule

Shot listShot list

Props listProps list

Serif editing Serif editing softwaresoftware

IMAX cameraIMAX camera

Studio timeStudio timeTripodsTripods

SoundtrackSoundtrack

Film postersFilm postersT.V AdvertsT.V Adverts

CinemaCinemaDVDDVD

Blu-rayBlu-ray NetflixNetflix

Pre-production

Production Post-production

Distribution Exhibition

STARTER:STARTER: Which is an example of an ANALOGUE product

and which is a DIGITAL product? Explain why.

L.O: To be able to prepare L.O: To be able to prepare for a successful for a successful

presentation. presentation. Creative Digital Media Production

How Good Are Your How Good Are Your Presentation Skills?Presentation Skills?

Write a list in your books of what you consider is necessary for a good presentation:

• • • • • • •

Task: Task:

• You have been set the task to come up with a new teen show for Channel 4.

• Create a PowerPoint showing what you would do at each stage of producing your product.

Pre-production:

• create a story board• write a list of characters• •

L.O: To be able to L.O: To be able to produce a successful produce a successful

presentation. presentation. Creative Digital Media Production

L.O: To be able to L.O: To be able to understand the use of understand the use of

media platforms and media platforms and devices. devices. Creative Digital Media

Production

Starter:Starter:1 - Which one of the following would be considered part of the post-production processwhen making a radio programme?a) Recording interviewsb) Researching materials for an interviewc) Editing recorded materials from an interviewd) Drawing a storyboard

(Total for Question 4 = 1 mark)

2 - Which one of the following would not be considered a pre-production activity for atelevision drama?a) Undertaking researchb) Filming scenesc) Writing a scriptd) Planning logistics

(Total for Question 4 = 1 mark)

Media World:Media World: KEY WORDS:

PLATFORMS: is the means by which the media is distributed eg. TV, Cinema, Digital Download, Radio, CD, Online, DVD etc.

THE MEDIA

T.V AUDIO PUBLISHINGGAMING WEB

TELEVISION CINEMADVD BLU-RAY

STREAMING

Platforms:Platforms:Sector: Film

Platforms: CinemaDVDBlu-rayT.VNetflixLoveFilm

Platforms:Platforms:Sector: Audio

Platforms:

Platforms:Platforms:

Publishing: Publishing: PostersPosters

Gaming: Gaming: New GameNew Game

Devices:Devices: KEY WORDS:

DEVICES: is the way that the media product can be accessed (watched/consumed) eg. Mobile, TV Phone, Computer, Games console.

Computer Mobile phones

I Pads

I Phones

Tablets

Kindles

Laptops

Media Convergence:Media Convergence: KEY WORDS:

Convergence: means we now have greater access to media products and choice about as and when we want to consume them.

Media Convergence:Media Convergence: KEY WORDS:

DEVICES: is the way that the media product can be accessed (watched/consumed) eg. Mobile, TV Phone, Computer, Games console.

Media Convergence: Media Convergence:

Voice communication

Moving image

Computing

Gaming

The Inbetweeners: Case The Inbetweeners: Case Study:Study:

Sector

Film SYNERGYPublishingAudioWeb

PLATFORMS

T.VDVDCinema

PLATFORMS

Billboard postersMagazines

CD Soundtrack

Facebook TwitterWebsites

DEVICEST.V ComputerPhonesTablet

DEVICES

Game of Thrones: Case StudyGame of Thrones: Case Study

Assassin’s Creed: Case StudyAssassin’s Creed: Case Study

L.O: To be able to write a L.O: To be able to write a case study focusing on case study focusing on

SECTORS, PLATFORMS and SECTORS, PLATFORMS and DEVICES. DEVICES. Creative Digital Media

Production

Starter:Starter:

Pre-production Production Post-Production

Adding special effects

Editing music

Editing scenes

Creating a game

Recording music

Filming scenes

Writing a script

Storyboard

Location recce

Audience research

Interactivity and Interactivity and Personalisation:Personalisation:

Interactivity is where the audience can become actively involved with the media product they are consuming.

For example, viewers can use the red button on their remote control to vote for their favourite acts on some programmes or they can live text a programme to give their opinions.

Personalisation allows the consumer to select their preferences on their TV’s, mobile or internet searches.

This allows us as consumers to quickly select and consume our preferred products

However! It also allows media producers

to gain an insight into our consumption preferences, that data is then used to target us with similar products.

Pottermore: Case StudyPottermore: Case StudyWrite a case study in your books for Pottermore, investigating:

• What is Pottermore? • What different media sectors are synergised on the

website? • What platforms are presented and what devices is it

available on?• Discuss how it involves the audience.

Key words: Convergence, Interactivity Personalisation

L.O: To be able to know L.O: To be able to know how media industry how media industry

identifies their AUDIENCES. identifies their AUDIENCES. Creative Digital Media Production

Starter:Starter:• Read through I comments I have made in your

books.

• You all have 5 questions that I would like you to answer – I have left enough space for your responses.

• The questions I have given you are to further test your knowledge of the course so far.

Media Consumers:Media Consumers:We are all CONSUMERS of media products. But what do you know about the people around you?

Working in pairs, ask your partner about themselves, their lifestyles and their media consumption. Divide your questions up so that you find out what products they consume within the different creative media industry sectors. For example, for television you may want to fund out:

•How much television they watch a week•Whether they have cable, satellite or Freeview•Whether they have a television set in their bedroom•What their favourite television programmes are.

Use their answers to build up a PROFILE of the person as a media consumer.

Are you surprised at what you find out about the people around you or do they all fit into a familiar profile?

KEY WORDS:

Profile: a set of information that summarises what a person is like.

How are audiences defined:How are audiences defined:

• Age• Gender• Location• Ethnicity• Religion• Socio-economic group

AB: Professional, business and white collar

C1: Higher skilled manual

C2: Lower skilled manual

DE: Semi and unskilled manual

Audience Profile:Audience Profile:

I am a 30year old female Doctor. I live in London with my husband and 2 children. I go to church every Sunday.

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=1RyYTN6UNZCnVM&tbnid=fkYyJJ93caWjsM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.dreamstime.com%2Fstock-photos-female-doctor-holding-blank-chart-2-image4882533&ei=5zY9VPKzBcniasasgmg&bvm=bv.77161500,d.d2s&psig=AFQjCNEKuTbzBJcJwLgUxk8nhkPIIvltvQ&ust=1413384258378615







http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=1RyYTN6UNZCnVM&tbnid=fkYyJJ93caWjsM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.dreamstime.com%2Fstock-photos-female-doctor-holding-blank-chart-2-image4882533&ei=5zY9VPKzBcniasasgmg&bvm=bv.77161500,d.d2s&psig=AFQjCNEKuTbzBJcJwLgUxk8nhkPIIvltvQ&ust=1413384258378615







http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=ci4Z6zf0uHPlQM&tbnid=EMjUAfohEXcunM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.foothillstoyota.com%2Fop-toyota-tune-up-near-snohomish%2F&ei=wjc9VNC8B8LXatWLgugN&bvm=bv.77161500,d.d2s&psig=AFQjCNGMxzP7nHT9w8xmcME22paem0UK7g&ust=1413384499562578

Audiences:Audiences:

http://adstrategy.files.wordpress.com/2010/10/marinespunch500.jpg

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=xvvSPUuWs1btBM&tbnid=0qGtdQNWNypKqM:&ved=0CAcQjRw&url=http%3A%2F%2Fwww.popartuk.com%2Fart%2Fpropaganda%2Fwe-can-do-it-pp0052-poster.asp&ei=yjg9VJjLG5DUatuHgig&bvm=bv.77161500,d.d2s&psig=AFQjCNEoaowFHim1u7Axvh5HWWnAkhJdKg&ust=1413384767082090

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=LVDrK9BbvL6rnM&tbnid=RTkCEamsFGD75M:&ved=0CAcQjRw&url=http%3A%2F%2Fblog.solopress.com%2Fprinting%2Fposters%2Fst-patricks-day-10-classic-guinness-posters%2F&ei=3Tg9VMyGHYnkaKvRgdgC&bvm=bv.77161500,d.d2s&psig=AFQjCNEoaowFHim1u7Axvh5HWWnAkhJdKg&ust=1413384767082090

Audiences:Audiences:

Your Task:Your Task:

Create a product for this audience member.

How is your product going to keep this person interested?

Your Task:Your Task: Product name:

How will it appeal to Lauren:

How might it not appeal to Lauren:

Mark out of 10:

L.O: To be able to L.O: To be able to understand the different understand the different

types of AUDIENCES. types of AUDIENCES. Creative Digital Media Production

STARTER:STARTER:

What media do you consume on your own?

What media do you consume in a group?

• E-book• Mobile phone apps• • • •

• • • • • •

The Uses & Gratifications The Uses & Gratifications ModelModel

• Blumler & McQuail (1968) see media audiences as ACTIVEACTIVE.

• They suggest that people use the media to meet particular needs that they have.

• These needs could be Biological, Psychological or Social

• They argue that It is “not what do the media do to people? but what do people do with the media?”

TASK-TASK- Try to think of as many different examples of needs/things which we may turn to the media for.

The Uses & Gratifications The Uses & Gratifications ModelModel

1. Diversion1. Diversion• According to Watson (2008) we often use the

media to ‘escape from routines’ or to escape our problems/stresses.

• Some people may use the media as a way of making up for the lack of something in their own personal lives.

2. Personal Relationships2. Personal Relationships• According to Watson, we tend to know more about

the characters from soaps than we know about our own neighbours.

• The mass media can be used to compensate for the lack of community spirit in our lives

3. Personal Identity3. Personal Identity• We may use the media to

help us cope with parts of our identity which are unsure-

• for e.g. a teenage boy who suspects he is gay may turn to programmes such as Hollyoaks to seek help in making decisions.

4. Surveillance 4. Surveillance • People may use the media to obtain

information about the social world.

• The recent increase in online blogging and websites where people can add their own knowledge such as ‘Wikepedia’ is a good example of this.

Task:Task:• Think about your favourite

programme or programmes

• Using Watson’s categories explain why you choose to watch it/them?

• Try to give as much detail as you can…

Task:Task:• Using the sheet- identify how the

TV shows could meet the basic needs of individuals

• I.e. Diversion, Personal I.e. Diversion, Personal Relationships, Personal Relationships, Personal Identity, SurveillanceIdentity, Surveillance

• Some TV shows may meet MORE than one of the above needs.

The Hypodermic Needle:The Hypodermic Needle:• Here it is argued that the messages in media

texts are injected into the audience by the powerful, syringe-like, media.

• The audience is powerless to resist, they are PASSIVE.PASSIVE.

• Therefore, the media works like a drug and the audience is drugged, addicted, doped or duped.

The Bobo Doll experiment:The Bobo Doll experiment:This is a very controversial piece of research that apparently proved that children copy violent behaviour. This was conducted in 1961 by Albert Bandura.

Children watched a video where an adult violently attacked a clown toy called a Bobo Doll. The children were then taken to a room with attractive toys that they were not permitted to touch. The children were then led to another room with Bobo Dolls 88% of the children imitated the violent behaviour that they had earlier viewed. 8 months later 40% of the children reproduced the same violent behaviour.

The conclusion reached was that children will imitate violent media content. There are many problems with the experiment. What do you think are the flaws with the methodology? Does it indeed prove that children imitate violent media content? https://www.youtube.com/watch?v=zerCK0lRjp8

L.O: To be able to REVISE L.O: To be able to REVISE effectively. effectively.

Creative Digital Media Production

Revision Ladder:Revision Ladder:Write down everything you can remember about the topic from memory.

Reduce the key points down to under 200 words. Find/research a real life piece of evidence or news which illustrates the topic.

Explain a piece of evidence for (supporting) and against (challenging) a theory or perspective.

Write a short paragraph on how far you agree with the topic and why?

Transform a theory or perspective into a comic strip or storyboard.

L.O: To learn the purpose L.O: To learn the purpose of REGULATIONS. of REGULATIONS.


Starter: Starter: • Give 2 examples of how we consume media individually.

• Give 2 examples of how we consume media in a group.

• Give 3 examples of the uses and gratifications. Explain what each one is.

• What type of audience use the media for their own benefit?

• What type of audience are unaware of the dangerous messages the media provides?

• What theory is this?

Producer Control: Producer Control: • Media producers can’t always produce exactly what they want and there are

often strict rules and guidelines in place to limit and control what they can produce.

• There are certain legal restrictions that apply to all media products. COPYRIGHT RESTRICTIONS mean that you cannot copy part of somebody else’s work and use it in you own product without asking for permission first. For instance, you may think a song by your favourite band or artist will sound good in the television programme that you are producing, buy you will need to get their permission (and probably pay them some money) before you can include it on the soundtrack.

• There are also strict laws around DEFAMATION, RACE DISCRIMINATION and DATA PROTECTION that can limit what information a media product can contain. However, the law on the freedom of information can often help a newspaper, website, or radio or television documentary team that is trying to report on something that may be a bit controversial.

KEY WORDS:Copyright: the copyright simple indicates that a product is protected by copyright laws.

Defamation: when something negative and without proof is said about another person which could potentially ruin their reputation.

Race Discrimination: When a particular group of people are purposefully given a negative representation.

Data Protection: It is illegal to give out personal information to the public without permission.

Producer Control: Producer Control: • There are also laws about what you can and can’t say

about individuals and groups in a particular media product. The LIBEL LAW prevents media producers publishing or broadcasting anything about somebody that is untrue or may damage his or her reputation. Many people have used this law to claim damages against companies that have published damaging or untrue material about them. All large media organisations will take advice from lawyers before publishing or broadcasting anything they think may fall foul of the libel law.

Case Study: Keira Case Study: Keira Knightley Knightley

• Read the case study on Keira Knightley and answer the questions.

• Extension – When someone famous takes a publication to court, what is the effect of the consequent publicity on the celebrity and on the publication?

Regulatory Bodies:Regulatory Bodies:Regulatory bodies limit and control what an industry sector can and can’t produce.

Regulatory Body

Industry Sector

What is the purpose of it?

What would happen without it?

Ofcom

BBFC

PEGI

ASA

W3C

PCC

Case Study: The Press Case Study: The Press Complaints CommissionComplaints Commission

• Read the case study on the PCC and answer the questions.

• Extension – How can media production companies avoid ending up in court accused of copyright, libel or defamation laws?

• What precautions will you need to take when you are working on your own media product?

Regulation of the Web? Regulation of the Web? For Against

• Dangerous websites

• Protecting children

• Freedom of expression

• Allows people to make up their own minds

P2: You will be able to simply list a range of reasons for your argument.

M2: You will be able to provide examples and explain how they link to your debate.

D2: Your examples will be precise and detailed and you will be able to evaluate their importance in your debate.

L.O: To learn how to create L.O: To learn how to create products for your specific products for your specific

TARGET AUDIENCE. TARGET AUDIENCE. Creative Digital Media Production

Starter:Starter:• Name the 6 details you need to know about

your audience when creating a profile:

1. 2. 3. 4. 5. 6.

Key Terms:Key Terms:• Target audience: a specific group of

people within the target market at which a product or the marketing message of a product is aimed at.

• Primary audience: The main target audience of a product.

• Secondary audience: Any consumers that are outside the primary target audience.

Targeting Your Targeting Your Audience: Audience:

Would these people consume the same digital media products?

Targeting Your Targeting Your Audience: Audience:

How can you ensure that the right people are using your product?

Quick QuizQuick Quiz

Which part of the production process does AUDIENCE RESEARCH come into?

Pre-Production

Production

Post-Production

Audience Research:Audience Research:• An important process that underpins all media

production

• Everything we consume has been carefully planned and researched to make them as successful as possible

Why do you think companies spend so much money on research?

Why spend money on Why spend money on Audience Research?Audience Research?

• Media products expensive to produce

• Need to make sure that it will attract the right audience

• To make sure the audience reacts to it in the right way

• To ensure the product can be completed in the required time

• To produce product within budget

4 Types of Research:4 Types of Research:

• Primary

• Secondary

• Quantitative

• Qualitative

Primary Research:Primary Research:• What is it?

• Original research that is carried out for a specific purpose in order to obtain original data.

• While primary data often fits more precisely with the research objective, data collection can be costly and time consuming.

• Primary Methods• Interviews• Observations• Questionnaires• Survey• Focus groups• Audience panels• Participation in internet

forums

Secondary Research:Secondary Research:• What is it?

• This involves the use of data and information that has already been published (that has already been done for you)

• Secondary data sources, also known as published data, come from credible and independent sources.

• Secondary sources should be the first line of collecting data when conducting marketing research, as they are widely available and often inexpensive.

• Secondary Methods• Books, journals, reference-

based books, directories, periodicals

• Newspapers• Film archives• Photo libraries• Internet• CD Rom • Databases• Audio material• Ratings• Government statistics

Types of Questions:Types of Questions:• Open Questions

• Is a question that cannot be answered with a yes or no but requires a developed answer.

– What is the matter with the people in that class?

– Where are you going to find the time to write all those letters?

– Why can't I come along with you?

– What makes the leaves change colour?

• Closed Questions• Is a question with only a

yes/no or a only fixed response can be given.

– Does four plus four equal eight?

– Is that haunted house really scary?

– Will you be going to Grandmother's house for Christmas?

– Did Dad make the cake today?

Quantitative Data: Quantitative Data: • This produces information that you can

measure and count.• This data can usually be shown as a set of

numbers and is often presented in charts, tables, and diagrams.

• This can involve both primary and secondary techniques.

• It is about quantity of data

Qualitative Data: Qualitative Data:

• This produces information about people’s opinions, views and preferences about something.

• Both primary and secondary techniques can be used.

• This is very useful as it can give an insight into what people think of the media product.

• It is more about the quality of data

Homework: Homework: • Create/do at least 3 of

these tasks in order to compile a range of primary research.

• Primary Methods• Interviews• Observations• Questionnaires• Survey• Focus groups• Audience panels• Participation in internet

forums

Scenario (The setting and rational of the assignment)You work for Blizzard and have been set the task of creating a new game for the company. You game should be aimed towards teenagers. You must create a planning portfolio to help solidify and support your new product.Task 1.1 (What you need to do)You must conduct research into one mobile game or application. You are expected to conduct both primary and secondary research into your chosen game. You must create a planning portfolio which includes each of the following elements:A Planning Sheet which explains your initial idea. You should address the following sub-headings:Who – Who is your target audience and how do you plan to address their needs?Why – What is the purpose of your product, why produce it?What – What will your product be? What will you include?Where – What platform will your product be made available on? Where will it be seen?How – What equipment will you use to make the product? Records of how you formulated the idea. You will need to show evidence of each of the following:Verbal communication – you should keep a record of any discussions, meetings, interviews or focus groups that you conduct to help develop your ideaWritten communication – you should write a brief summary of your idea, including your aims, the timeframe it will take to complete the task, the level of organisation required, the availability of resources and personnel required, any legal or moral issues involved, and costsVisual communication – keep a record/copy of any mood-boards, mind maps, storyboards, sketches, etc. that you create to include in your planning portfolioEvidence Requirements (How you will be assessed)P2 You can summarise a selected idea for a new game, demonstrating the requirements of the brief and relevant planning issues.M2 You can explain a selected idea for a new game, effectively demonstrating the requirements of the brief and relevant planning issues.

D2 You can justify the selected idea for a new game, comprehensively demonstrating the requirements of the brief and any relevant planning issues.

Task: Task: • All OF YOU will have:

• An Initial Idea• Secondary research (at least 3 other games)• Primary research (Interviews, questionnaires

etc)• Quantitative data – explain your results• Qualitative data• Final Idea (including images of idea) – explain

how you came up with the final idea from your research.

Evidence Requirements (How you will be assessed)

P2 You can summarise a selected idea for a new game, demonstrating the requirements of the brief and relevant planning issues.

M2 You can explain a selected idea for a new game, effectively demonstrating the requirements of the brief and relevant planning issues.

D2 You can justify the selected idea for a new game, comprehensively demonstrating the requirements of the brief and any relevant planning issues.

L.O:L.O: Understand how we create Understand how we create meaning through the meaning through the

DECONSTRUCTION of media DECONSTRUCTION of media textstexts. . Creative Digital Media

Production

All media texts have 2 layers of meaning:

Signifier (aka Denotation): What we actually see.

Signifies (aka Connotation): What you associate with this image – the deeper or hidden meanings and

associations.

Decoding: Decoding: KEY WORDS:

Semiology/Semiotics: the study of the meanings of signs

• Signifier (Denotation): Red rose with a green

stem. • Signifies (Connotation): a symbol of passion and

love - this is what the rose represents.

KEY WORDS:

Roland Barthes Deconstruction Theory: French literary theorist, critic and philosopher who applied semiotic analysis to cultural and media forms.

How Do We Read Signs?How Do We Read Signs?

How Do We Read Signs?How Do We Read Signs? KEY WORDS:


Facial Expressions:• Shows the emotions /

mood connected with the character or film



Body Language:• Shows the emotions /

mood connected with the character or film



Lighting:• Lighting can create an

atmosphere, can highlight certain features, or make something seem special.


Mise-en-scene: This is the word used to describe everything that is presented on screen in a film product. This has purposefully been prepared in order for the audience to understand its meaning.

Lighting:• Size, style and colour of the words gives

meaning to the product

Lots of blue colour:connotations of sea, calm, cool.

Props: all adding to the nautical/sea theme of the film.

The sea Caribbean location, pirates.

Lighting: natural and bright, so tranquil and happy mood in the scene

Lighting and set

Props and costume

Costume and expression

The 5 Elements of Mise The 5 Elements of Mise en Sceneen Scene• Settings & Props.

• Costume, Hair & Make Up.

• Facial Expressions & Body Language.

• Lighting & Colour.

• Positioning of characters/objects within the frame.

What setting & props would you find in:1. A Science Fiction Film?2. A Romantic Comedy?3. A Horror Film? 4. A War Film?

• Consider how the Costume and Make up would be in:1. A period drama,2. A Western,3. An action-adventure film.

What’s the first impression you get when looking at these facial expressions & body language stances.

Types of LightingTypes of Lighting• LOW KEY LIGHTING:

• Created by using only the key & back lights

• Produces sharp contrasts of light and dark areas

• Deep, distinct shadows/silhouettes are formed

Example: Horror Films

Types of LightingTypes of Lighting• HIGH KEY LIGHTING:

• More filler lights are used. Lighting is natural and realistic to our eyes.

• Produces brightly lit sets or a sunny day (right).

Example: Rom-Coms

L.O:L.O: To be able to learn key film To be able to learn key film languagelanguage. .


Close Up (CU) ShotsClose Up (CU) Shots• A close up shot of a

character usually takes in their head and shoulders.

• It can be used to emphasise how important a character or object is.

• It allows the audience to build a relationship with the character

Close Up (CU) Shots – you be Close Up (CU) Shots – you be the Director!the Director!

Using your camera frame, in your pairs, take turns to try and frame each other in close up

Try and act out different emotions e.g happy, sad, frightened…

REMEMBER: the shot contains face and sometimes shoulders

Extreme Close Up (ECU) ShotExtreme Close Up (ECU) Shot

• An extreme close up shot usually focuses on a part of the face (often the eyes or mouth)

• Used to convey emotion to the audience

• Often used at key points in the story

Extreme Close Up (ECU) Shot – Extreme Close Up (ECU) Shot – you be the Director!you be the Director!

Using your smaller camera frame, in your pairs, try and frame each other in extreme close up

Try and act out different emotions e.g. happy, sad, frightened…

REMEMBER: ECU usually focuses on a specific part of the face (eyes or mouth)

Medium shot (MS)Medium shot (MS) • A mid shot shows the body

from the waist up.

• It shows some background and whole body language.

• Focus on character – it lets the audience see what they are doing BUT also how they are feeling

Medium shot (MS) – you be the Medium shot (MS) – you be the Director!Director!

Go back to your larger camera frame. In pairs, try and frame each other in medium shots

Try and act out a different scenario e.g reading a speech or riding a horse

REMEMBER! MS are of a character from the waist up & display some location

Long Shot (LS) Long Shot (LS)

• Full body is shown.

• Used to show location or relationships of characters.

• Often used as a first shot at the start of a particular sequence

Long Shot (LS) – you be the Long Shot (LS) – you be the director! director!

Use your larger camera frame. In pairs, try and frame each other in long shots

Try and act out a different scenario e.g walking away from a burning building

REMEMBER! LS are of a character’s whole body & tells the audience where they are

High Angle ShotHigh Angle Shot• The camera is positioned

above the person or place.

• It can make a person look vulnerable.

• Designed to make the audience side with the characters in shot

High Angle Shot – you be the High Angle Shot – you be the Director!Director!

Use your larger camera frame. In pairs, try and frame each other in high angle shots

BE CAREFUL! This may mean one of you crouching on the floor. DO NOT STAND ON THE CHAIRS

REMEMBER! High Angle shots (the underdog shot) make a character seem vulnerable

Low- Angle ShotLow- Angle Shot

• The camera is positioned below the person or place.

• It can make a person look powerful or important.

Low- Angle Shot – you be the Low- Angle Shot – you be the Director!Director!

Use your larger camera frame. In pairs, try and frame each other in low angle shots

BE CAREFUL! This may mean one of you crouching on the floor. DO NOT STAND ON THE CHAIRS

REMEMBER! Low angle shots can make a character seem powerful or intimidating depending on whether or not the are a hero or a villain

Point of View (PoV)Point of View (PoV)

• The camera becomes the character and shows us exactly what they are seeing, as they would see it.

Eye Level Eye Level

• A neutral camera angle

• Represents a real person standing up, watching the scene

Quiz!!

In the blank box on your worksheet, answer the following questions:

• What type of camera shot is this?

• What is used for?

• What can we tell about the characters and their surroundings from this shot?

• How do we feel about them?




• What can we tell about the character from this shot?




• What can we tell about the character/background from this shot?




• What can we tell about the character from this shot?


• What type of camera angle is this?


• What can we tell about the character/surroundings from this shot?




• What can we tell about the location from this shot?


• What type of camera angle is this?



Quiz ANSWERS Quiz ANSWERS In the blank box on your worksheet, answer the following questions:

• What type of camera shot is this?LONG SHOT

• What is used for?TO ESTABLISH LOCATION AND RELATIONSHIPS OF CHARACTERS

• What can we tell about the characters and their surroundings from this shot?THEY ARE FRIENDS/HELPING EACH OTHER/IN TROUBLE/HURTIN A COLD PLACE/DANGEROUS


• What type of camera shot is this?CLOSE UP

• What is used for?TO EMPHASISE HOW IMPORTANT THIS CHARACTER IS

• What can we tell about the character from this shot?HE IS ANGRY/UPSET/WORRIED ABOUT SOMETHING OFF SCREEN


• What type of camera shot is this?•MEDIUM SHOT

AUDIENCE CAN STILL SEE CHARACTER’S FACE AND BODY LANGUAGE WITH SOME BACKGROUND

• What can we tell about the character/background from this shot?SEEMS TO BE IN A BIG HALL, MEETING, SCHOOL ETC...SEEMS VERY CONFIDENT


• What type of camera shot is this?CLOSE UP

• What is used for?TO EMPHASISE HOW IMPORTANT THIS CHARACTER IS

• What can we tell about the character from this shot?HE IS SMILING – MISCHEVIOUS/FUNNY


• What type of camera angle is this?LOW ANGLE

• What is used for?•TO MAKE A CHARACTER LOOK POWERFUL

• What can we tell about the character/surroundings from this shot?•FACTORY/INDUSTRIAL SETTING; HE IS AN IMPORTANT CHARACTER TO THE ACTION


• What type of camera shot is this?LONG SHOT

• What is used for?TO ESTABLISH LOCATION

• What can we tell about the location from this shot?DIFFERENT TIME, LOTS OF PEOPLE; CELEBRATION


• What type of camera angle is this?HIGH ANGLE

• What is used for?TO MAKE A CHARACTER OR OBJECT APPEAR VULNERABLE

• What can we tell about the location from this shot?PERHAPS SOMETHING BAD WILL HAPPEN HERE


• What type of camera shot is this?EXTREME CLOSE UP

• What is used for?TO SHOW THE EMOTION OF A CHARACTER, PARTICULARLY AT KEY ACTION POINTS

• What can we tell about the character from this shot?ANGER/CONCENTRATION/IN BATTLE

Did you get them all correct?

L.O:L.O: To be able to understand the To be able to understand the terms REPRESENTATION and terms REPRESENTATION and

NARRATIVESNARRATIVES. . Creative Digital Media Production

Starter: Starter:

• What is a NARRATIVE?NARRATIVE?

• A narrative is a series of events that must be linked in order to find meaning.

• An audience needs to be able to understand and engage with a text easily. Therefore, media texts must be structured clearly.

Beginning End

Todorov:Todorov:Narrative goes through five stages:

1. A state of equilibrium (all is as it should be).

2. A disruption to that order (by an event).

3. A recognition of that disruption.

4. An attempt to repair the disruption.

5. A return/restoration to a new equilibrium.

Todorov: Todorov:

1. Equilibrium1. Equilibrium

2. Disruption2. Disruption

3. Recognition3. Recognition

4. Repair Disruption4. Repair Disruption5. Return/start new equilibrium5. Return/start new equilibrium

Over to you: Over to you: With reference to a film you have recently watched, or your favourite films discuss how Todorov’s theory features in the film.

Write down the:Equilibrium, Disruption, Recognition of that disruption, Repair of the disruption and a Return / Restoration or start of a new equilibrium.

• A media representation is not 100% accurate. It is a RE-PRESENTATION that has been CONSTRUCTED. (Refraction)

RepresentationRepresentation KEY WORDS:

Verisimilitude: the quality of seeming like what is taken to be the real world of a particular text.

• The media gives us ways of imagining particular groups/ identities/situations

• We become familiar with these groups.

• Stereotypes are widely circulated ideas or assumptions – this can be quite derogative as it limits our understanding and can lead to prejudice.

Stereotypes:Stereotypes: KEY WORDS:

Branston and Stafford: These theorists said ‘stereotypes are widely circulated ideas or assumptions about particular groups.

Stereotype Definitions: Stereotype Definitions: • Stereotypes

Media Institutions use stereotypes because the audience will instantly understand them. Think of stereotypes as a ‘visual shortcut’. They’re repeated so often that we assume they are normal or ‘true’.

• Task – Think of a stereotypical representation of Scotland or O.A.P’s

• ArchetypesThis is the ‘ultimate’ stereotype. For example, the white stiletto wearing, big busted, brainless blonde bimbo

• Countertype A representation that challenges tradition stereotypical associations of groups, people or places

KEY WORDS:

Cultivation Theory: George Gerbner believed that the more time people spend ‘living’ in the television, the more they are to believe social reality portrayed on television. The Cultivation Theory leaves people with a misconstrued perception of what is true in our world.

Stereotype Characteristics: 1. Categorises and evaluates a group

2. Grasps the perceived features and suggest they are the cause for their position (i.e. women are not equal to men because they are weak and emotional/ Teenagers are trouble makers because they wear hoodies.)

3. Often (though not always) negative

KEY WORDS:

Framing: The media’s way of categorising groups like an image. It only ever represents the ‘real’ world at a distant and in a particular way.

http://www.youtube.com/watch?v=nZB6q_RLHRU#t=441

Categorises and evaluates a group

Grasps the perceived features and suggest they are the cause for their position

1. What view of the choosen category of people is given to audiences? – positive/negative?

2. How is that view presented?

The Representation of The Representation of Stereotypes: Stereotypes:

L.O:L.O: To be able to effectively To be able to effectively revise for the BTEC examrevise for the BTEC exam. .


18 Days until your 18 Days until your exam!!! exam!!! • Revision after school Thursdays 3-4pm in

p5!

• Revision at home.

• Revision in lessons. https://play.kahoot.it/#/?quizId=1d1cd611-9dab-41c2-967c-97b476cebdda

Log on and go to the webpage –

Kahoot.it

L.O: To be able to effectively L.O: To be able to effectively revise for the BTEC examrevise for the BTEC exam. .


Stylistic codes used to create Stylistic codes used to create meaning. meaning. Signifier (aka Denotation):

What we actually see.

Signifies (aka Connotation): What you associate with this image – the deeper or hidden meanings and

associations.

Stylistic codes used to create Stylistic codes used to create meaning. meaning. • Colour• Camera shots and angles• Movement• Composition – layout on page/screen, use of

text. • Mise en scene• Lighting• Editing• Sound

These are all used to create meaning by:

•Creating a mood•Directing or alerting the viewer•Sending across a specific message/idea•Showing the viewer the direction it is going in.

BTEC Exam Style Question: BTEC Exam Style Question: ‘Your Times, Your World’ is a new e-magazine aimed at young people. The e-magazine aims to provide information, advice and entertainment on a variety of topics of interest to young people. The producers of this e-magazine want to launch the first edition with a promotional campaign.

How might the producers use stylistic codes in the campaign to create meaning to the target audience?

Task:Create a mock-up of what this page would look like. Annotate the stylistics techniques you have used.

Things to think about:•Image•Mise en scene•Colouring•Framing/angles/camera shot•Layout of text•Lighting (soft? Harsh?)•Location•Language (headline? Straplines?)

introduction to btec firsts

Education