1. Media Studies
Question 4 of 4
Nerissa Edwards
How did you use media technologies in the construction and research,
planning and evaluation stages?
Throughout this year’s project, my group and I have faced many
obstacles concerning keeping up with the trends of new media
technologies, in order to make our production as realistic as possible.
From the off-set, during the research stages, we knew that our video
had to include a wide range of SFX in order to conform with the
promotional videos already recognised in the public eye for the
pop/dance
genre. Some
of our case
studies
involved
assets such as
split
screening,
colour
modification,
airbrushing
techniques,
and some
even
included animation. In order for our production to meet the current
forms and conventions of music videos, I knew that we would have to
try and incorporate some of these ideas, as well as coming up with
some of our own, to avoid falling into the ‘cliché’ pop category. Whilst
planning our production, it was necessary to log every decision that
was made, and we did this in the form of a digital blog. This meant that
we could
always look
back on the
progress of our
work, and
others could
also comment
or advise us on
each stage of
our production,
from the initial
idea, to the
end result. In
addition to this,
it was also
important to
ensure that our
CAPTION: Here is an example of how we utilised techniques
from a real media product. However, we developed the
idea by vertically flipping the image to create a mirroring
effect, and also integrating the colour corrector tool.
Beyoncé- Sweet Dreams Our Production
CAPTION: Here, the initial idea from our deconstructed lyrics has been
planned out, and carried through into the final production. Most of the
frames in our production can be found on our storyboard; however, some
ideas had to be thought out again, revised or changed as the semiotics did
not work.

2. Media Studies
Question 4 of 4
Nerissa Edwards
deconstructed lyrics matched the time frame of our chosen song. We
went about this by completing an animatic, photographing our hard-
copy storyboard, and then importing the images onto an Apple Mac.
However, we then decided that finishing this task would be easier and
more efficient on a regular PC, so we transferred the images into
Windows Movie Maker, which we felt was a better software to use.
In terms of the equipment we were provided to work with, we had the
advantage of upgrading to a HD camera, which would improve the
overall visual quality of the video. Also, we were given the opportunity
to work with two cameras, not only challenging our teamwork skills, but
also enabling us to develop our camera dexterity even further. Whilst
this was a great advantage as it meant that we would have to do less
takes, and could get more done in a shorter space of time, the
downfall lay in the fact that only one of the cameras was HD
compatible,
consequently
the frames
included in
our final
production
would vary in
quality.
Although we
did our best
to film all the
major
sequences
with the HD camera, we still needed to include some of the more
pixelated shots filmed on the standard camera. I feel that this has
slightly taken away from the professionalism of our work, as we were
limited in our choice of shots, and during the montage stage, we were
unable to get our desired effect on the footage used from the
standard camera. Despite this, the
cameras were very easy to use as we
have worked with the same
equipment on many prior occasions,
we were familiar with its functions, and
because it is quite small in size, it was
not hard to manoeuvre around and
transport to our scheduled locations.
Due to the nature of our project, we
did not require audio enhancing
media technologies such as a
microphone, headphones, sound
mixer or boom-pole, as the non
CAPTION: Here, the comparison between the HD and standard
cameras can be clearly seen. The frame to the left is much duller,
and is also slightly blurred on bigger screens.
HD CameraStandard Camera
CAPTION: On location, filming
with one hand-held camera, and
the other on the tripod. Circled is
the extension cord connected to
the sound system.

3. Media Studies
Question 4 of 4
Nerissa Edwards
diegetic sound would all be added during the editing stages of our
production. Whilst this benefited us in that we could focus all of our
attention on the filming aspect of the production, it would evoke
another challenge during the edit, trying to correctly sync the audio
with the visual. In order to make this process a little easier, we decided
to use an extension cord to connect an average CD player to our
outdoor location, so that our actress could sing along to the words, in
the hope that the timing would be greatly
improved than if she had just memorised
the lyrics. During the video making
process, we had to be imaginative and
work together as a group to find a way of
producing a music video that was to the
best of our ability. We only had one tripod
to work with, so filming various tracking
shots was very challenging considering
we did not have tracks for smooth filming.
Without a dolly, we had to improvise and
complete take after take manually until
we achieved the most steady frame.
Although it would have had a much
more professional finish if the sequence was not as shaky, breaking this
convention complied well with our persona ideology of a glamorous
star in gritty, urban surroundings, portraying this concept visually to the
viewer.
Another feature for creating a successful promotional video is the on-
set lighting. Due to the fact that our initial filming location fell through
and we had to resort to ‘plan B’, we had to work mostly with natural
light. As a result, throughout the video, the lighting becomes darker as
it turns from day to night. Despite our attempts to try to modify this with
the facilities in the editing suite, it is still evident in some of the frames
where it is a bit too dark to see the lip syncing. However, towards the
CAPTION: This was the major
sequence where a dolly was
needed, but instead the 180º
shot was filmed manually.
CAPTION: On location late at night where we had to think on our feet to find various
sufficient sources of light in order to continue with the shoot.

4. Media Studies
Question 4 of 4
Nerissa Edwards
CAPTION: Here, the contrast between the still frames is evident.
We felt that the darker contrast improved the overall quality, for
this reason, we applied this technique to the majority of the
frames in our video.
end of the video, we had to be very resourceful in terms of lighting as it
was getting to a point where we could see nothing at all. Some of our
spontaneous makeshift lighting ideas involved street lamps, car
headlights, and the artificial security lighting in an estate stairwell. In
addition, we managed to enlist the help of a professional
photographer who was able to set up some more professional lighting
in the garage, one of our many filming locations. These included two
high voltage lamps which were able to flash on demand. By pushing a
button, we were able to recreate a laser-type effect, which worked
really well with the theme of our video.
The most significant part of producing a successful final piece is the
edit. We had a lot of footage to watch back, therefore a lot of choices
to make in
terms of
what to
include in
our video.
Once we
had
completed
the basis of
our video,
dragging all
the clips
onto the
time-line,
we then began to include any special effects that we felt was needed.
Utilising the software, Adobe Premiere Pro, we had a lot to experiment
with. Whilst trying out new ideas, we also had some features which we
knew that we definitely wanted to include,
such as the split screen technique, and also
the colour corrector tool. This allowed us to
incorporate some typical features of recent
music videos, whilst trialing other effects such
as freeze framing. By using various layers on
the time line we were able to create many
of our desired effect. Throughout the video,
we kept one stock effect, which we felt
enhanced the quality of the footage. By
adjusting the brightness and contrast of
each frame, we were able to emphasise
specific elements of the clips, in particular
the makeup. Furthermore, as a convention
of music videos, we decided not to include
any transitions in our production so as not to
ruin the flow and rhythm of the song. As
CAPTION: Circled above is a
person who was
accidentally in the frame.
By using the facilities of the
editing suite, we were able
to slightly disguise it;
however it can still be seen
in the moving video clip.

5. Media Studies
Question 4 of 4
Nerissa Edwards
costume and makeup was an essential element of creating an
authentic star persona, with the use of media technologies, we were
able increase this realism even further. By making the most of the
editing suite, we were also able to disguise some of the flaws in our
footage, such as the frame that was too wide, meaning it exposed
some of the surroundings which should not have been seen. In this
case, we took advantage of the cropping tool that the software
provided in order to improve the quality of our final production.
Finally, in terms of the digital technology suitable for presenting all of
our work, we have decided to show our work on a blog format. This will
enable us to include images and text, as well as audio and video files.
It also gives us an opportunity to conform to another aspect of
promoting an artist, and showcase our work in a professional, yet easy-
to-navigate way. Overall, I feel that I have used the existing and new
media technologies that we have had access to to the best of my
ability. However, if I had the chance to do this project again,
improvements could definitely be made. Further advanced industry
technology would have played a part in improving the overall quality
of our production, but creative developments could also be made in
order to give our video a more original feel.