Qualitative data
Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates the why and how of decision making, not just what, where, when.
Quantitative data
Collective data that can be measured by numbers. Often more specific data which can be compared and put into statistical analysis.
Demographic data
Current statistical characteristics of a population. Mainly used in areas such as sociology, public policy and marketing.
Psychographic data
The study of personality, values, attitudes, interests and lifestyles. Can be valuable in the fields of marketing, demographics, opinion research, futuring, and social research in general.
Friday, 14 September 2012
Skills development essay
In my Foundation Portfolio I first did a preliminary
exercise which consisted of the creation of a front cover and a contents page
of a college magazine. With this, I had to decide on a college to base the
magazine on - in which the students would be the target audience, and research
into 3 existing college magazines; analysing each one fully. A price and a
frequency of publishing then had to be established from this before I began
planning my initial ideas.
For the main task I decided to create a front magazine cover, an adjoining contents page and a double page spread using a featured artist suitable to that genre. The genre I decided to base my music magazine upon was the Alternative genre, which included bands such as Bloc Party, Bombay Bicycle Club and Vampire Weekend. Similar to the preliminary task, I had to decide on a price, a frequency of publishing and also the main publisher of the magazine depending on their background and suitability. All these decisions were made after fully analysing 3 existing music magazines of a similar genre (eg. Q magazine and Spin) in order to establish conventions and effectively apply them to my magazine. With the OLYMPUS digital cameras, I had to take all of my images myself for both of the tasks and use Photoshop CS5 to place and edit them.
Before I started AS media studies, I had no previous skills or experience with Photoshop CS5 so when it came to the preliminary task, found it very difficult to successfully place and edit my taken photographs. This is clearly evident with the poor lighting in the front cover photograph (preliminary task) and the poor stance of the model. It is also clear in the preliminary task work that I wasn’t fully aware of the convetions of successful college magazines, as the front page doesn’t contain a barcode, the price and date are loosely at the top, there aren’t clear cover lines to sell the magazine and a teasing splash or puff is not evident. As well as this, the contents page does not have numbers clearly listed and the content is not conventionally listed down the left hand side of the page – again increasing the difficulty of reading and understanding.
During the process, I learnt how to use the quick selection tool precisely to cut the model out of the background and an editing process which allowed my model’s skin to look flawless. This process involved the spot removal tool, a blur tool, darkening and lightening techniques, an eraser tool and a merging tool. I used the flawless editing process on the model in the front page for my music magazine as this was a close-up image and needed to look professional. All of these tools to create this effect I had no previous experience with, so are something which I picked up during the editing process.
I also became more aware of how to take my photographs more successfully and was much more organised with time management; ensuring that if my shoot images didn’t go as successfully as I’d hoped, I had enough time to reshoot and perfect the images. This made sure my items appeared more professional and the shadowing that was previously evident in my products now non-existent. I also became much more aware of the specific conventions of a music magazine and was then able to effectively apply them to my products; including a realistic barcode containing the date of publication and price of magazine. I was also able to apply other effective conventions such as the capital font throughout (typical of NME), the ‘quirky’ look of the images (displays an alternative principle to the audience), the splash, skyline (at the bottom) and a sell line.
I also learnt how to effectively create a connection with the artist on the cover and its target audience. Although my preliminary task front cover image had geek-like props (specs) in order to fit in with the ‘Good to be Geek’ theme, I don’t feel this image makes as great a connection as the music magazine front cover image does. This image gives a rebellious impression, reinforcing the idea of an alternative genre; successfully appealing to the alternative audience. This is shown through the expression on my model’s face and the alternative clothes she is wearing.
I also used audience feedback on my first drafts of my music magazine products (as well as video recordings of public feedback on my finished products) in order to improve my products appropriately by discovering which parts were of better quality to others and therefore meeting the needs of the target audience. This established a much larger connection with my products and its audience, altogether making it a much more successful piece of work.
I feel these skills that have developed through Photoshop C5 represent a move forward as without this development of skills through the process; I would have never been able to create successful music magazine products as the results would have been of poor quality. The skills that I was able to pick up during the creation of the products gave me the confidence to be able to achieve successful portfolio products as I was able to feel confident about the conventions and what was expected in the tasks. Simply comparing the outcome of both the preliminary task and the music magazine products singularly shows how these developments of skills have been such a significant move forward, as the quality of both the images, the layout, the style and the typical conventions of each are widely contrasting.
To conclude, I feel I have developed a large number of skills during the process from the preliminary task to the main task, primarily with the use of Photoshop C5 and the OLYMPUS digital cameras as I had no experience with both of these aspects of the task previously. Therefore the significant development in both of these areas has allowed me to create final pieces of work that deemed triumphant for my portfolio.
For the main task I decided to create a front magazine cover, an adjoining contents page and a double page spread using a featured artist suitable to that genre. The genre I decided to base my music magazine upon was the Alternative genre, which included bands such as Bloc Party, Bombay Bicycle Club and Vampire Weekend. Similar to the preliminary task, I had to decide on a price, a frequency of publishing and also the main publisher of the magazine depending on their background and suitability. All these decisions were made after fully analysing 3 existing music magazines of a similar genre (eg. Q magazine and Spin) in order to establish conventions and effectively apply them to my magazine. With the OLYMPUS digital cameras, I had to take all of my images myself for both of the tasks and use Photoshop CS5 to place and edit them.
Before I started AS media studies, I had no previous skills or experience with Photoshop CS5 so when it came to the preliminary task, found it very difficult to successfully place and edit my taken photographs. This is clearly evident with the poor lighting in the front cover photograph (preliminary task) and the poor stance of the model. It is also clear in the preliminary task work that I wasn’t fully aware of the convetions of successful college magazines, as the front page doesn’t contain a barcode, the price and date are loosely at the top, there aren’t clear cover lines to sell the magazine and a teasing splash or puff is not evident. As well as this, the contents page does not have numbers clearly listed and the content is not conventionally listed down the left hand side of the page – again increasing the difficulty of reading and understanding.
During the process, I learnt how to use the quick selection tool precisely to cut the model out of the background and an editing process which allowed my model’s skin to look flawless. This process involved the spot removal tool, a blur tool, darkening and lightening techniques, an eraser tool and a merging tool. I used the flawless editing process on the model in the front page for my music magazine as this was a close-up image and needed to look professional. All of these tools to create this effect I had no previous experience with, so are something which I picked up during the editing process.
I also became more aware of how to take my photographs more successfully and was much more organised with time management; ensuring that if my shoot images didn’t go as successfully as I’d hoped, I had enough time to reshoot and perfect the images. This made sure my items appeared more professional and the shadowing that was previously evident in my products now non-existent. I also became much more aware of the specific conventions of a music magazine and was then able to effectively apply them to my products; including a realistic barcode containing the date of publication and price of magazine. I was also able to apply other effective conventions such as the capital font throughout (typical of NME), the ‘quirky’ look of the images (displays an alternative principle to the audience), the splash, skyline (at the bottom) and a sell line.
I also learnt how to effectively create a connection with the artist on the cover and its target audience. Although my preliminary task front cover image had geek-like props (specs) in order to fit in with the ‘Good to be Geek’ theme, I don’t feel this image makes as great a connection as the music magazine front cover image does. This image gives a rebellious impression, reinforcing the idea of an alternative genre; successfully appealing to the alternative audience. This is shown through the expression on my model’s face and the alternative clothes she is wearing.
I also used audience feedback on my first drafts of my music magazine products (as well as video recordings of public feedback on my finished products) in order to improve my products appropriately by discovering which parts were of better quality to others and therefore meeting the needs of the target audience. This established a much larger connection with my products and its audience, altogether making it a much more successful piece of work.
I feel these skills that have developed through Photoshop C5 represent a move forward as without this development of skills through the process; I would have never been able to create successful music magazine products as the results would have been of poor quality. The skills that I was able to pick up during the creation of the products gave me the confidence to be able to achieve successful portfolio products as I was able to feel confident about the conventions and what was expected in the tasks. Simply comparing the outcome of both the preliminary task and the music magazine products singularly shows how these developments of skills have been such a significant move forward, as the quality of both the images, the layout, the style and the typical conventions of each are widely contrasting.
To conclude, I feel I have developed a large number of skills during the process from the preliminary task to the main task, primarily with the use of Photoshop C5 and the OLYMPUS digital cameras as I had no experience with both of these aspects of the task previously. Therefore the significant development in both of these areas has allowed me to create final pieces of work that deemed triumphant for my portfolio.
Thursday, 6 September 2012
Summary of summer work
Over the summer period, I chose the promotional package brief and began researching numerous music videos and genres. After coming up with a general genre, I researched artists of that genre until I found a video with an idea similar to the one I would like to create. I then created a storyboard of that particular music video with detailed descriptions of the action that took place, took pictures of the storyboard and put them onto my blog. Now, I feel that I have established a clear starting point of where to go with my video. However, I also have some other ideas of where to go with my music video involving an altogether different genre, but I have decided to stick with my first idea until further notice.
Thursday, 19 July 2012
Monday, 16 July 2012
Song genre and its conventions.
The song I have chosen falls within the indie/rock music genre. Below are some music videos by artists within that genre.
Arcade Fire - Rebellion.
Coldplay - Yellow.
Vampire Weekend - The Kids Don't Stand a Chance.
The conventions of music videos in the indie/rock genre are as follows:
Form
-Narrative is often used in the indie/rock genre as if to convey a deeper meaning behind the track by creating a storyline. Care-free spirit is often signified with the use of casual settings to effectively convey the attitude behind the genre and to make the artists come across as almost 'student-like'/unafraid of being individual - contrasts greatly with the pop genre; often no narrative, expensive music videos taken very seriously and to emphasise the artists capability (dance moves etc)
-Lip syncing sometimes used but not always (Bombay Bicycle Club's Shuffle video is one which is without syncing - almost like a 'background' track and portrays the personalities of the band.
Arcade Fire’s track includes a storyline (artists on a mission) but also includes lip syncing. This allows the song to promote the artist as well as having 'individuality' with the choice of narrative. Although often used, I don't feel it is essential with this genre.
Cinematography
-Long shots/ close-ups and extreme close-ups are continuously used – long shots to establish the setting of the video (such as in the Coldplay - Yellow music video). Close-ups are used to establish character/artist’s emotions – not necessarily used for lip syncing as shown in Bombay Bicycle Club's Shuffle music video.
-Pans, crane shots, tilts, hand held, zoom often used – establishes movement of the character/artist’s. However these shots will not be used for dance purposes (conventional of pop/dance genre artists) as the artists within this genre do not stereotypically produce dance videos.
-A hand held camera can be used to establish a care free manner - as in Bombay Bicycle Club's Shuffle video - although doesn't look particularly professional, done purposefully to seem careless and casual.
-High/Low angles can be used for effect also (heightening vulnerability/capability within narrative).
Editing
-Jump cuts are often used to jump from a scene of the location to artist performance etc or another location within the narrative.
-Pace of the editing is always in sync with the beat of the track.
-Some special effects may be used – slow motion/discolouring/black and white effect to emphasise the artists 'individuality' or for expression within the meaning behind the track. (Shown in Arcade Fire's Rebellion video)
Mise en Scene
-Characters or artists wear stereotypical individual, quirky (indie) clothing such as skin tight jeans, denim, acid dye, bright colours etc or may wear clothes which effectively represent the meaning behind the track/coincide with the narrative/represent the care free individuality of the artist or character/
-Often natural/every day setting with natural lighting (shown in Bombay Bicycle Club's Shuffle video) in order for the video to seem as casual as possible - concentration given to the track. However Arcade Fire's music video for Rebellion shows a deliberate set-up which doesn't come across casual; done for narrative purposes and purposefully portrays an image to the audience about their track.
-Props used to reinforce the storyline/instruments may be used but not always.
Sound
-Often the track is used as almost 'background sound' in non-diegetic sound to everyday life in order to emphasise the casual/care free feel (effectively used in Bombay Bicycle Club's Shuffle video) - the content of the video complimented by the song.
-Also used as diegetic sound in the form of performances through lip syncing (Vampire Weekend - The Kids Don't Stand a Chance) but mostly mixes non-diegetic and diegetic sound to tell the story of their track but including the lip syncing artists as seen in Arcade Fire and Coldplay's tracks.
Arcade Fire - Rebellion.
Coldplay - Yellow.
Bombay Bicycle Club - Shuffle.
Vampire Weekend - The Kids Don't Stand a Chance.
The conventions of music videos in the indie/rock genre are as follows:
Form
-Narrative is often used in the indie/rock genre as if to convey a deeper meaning behind the track by creating a storyline. Care-free spirit is often signified with the use of casual settings to effectively convey the attitude behind the genre and to make the artists come across as almost 'student-like'/unafraid of being individual - contrasts greatly with the pop genre; often no narrative, expensive music videos taken very seriously and to emphasise the artists capability (dance moves etc)
-Lip syncing sometimes used but not always (Bombay Bicycle Club's Shuffle video is one which is without syncing - almost like a 'background' track and portrays the personalities of the band.
Arcade Fire’s track includes a storyline (artists on a mission) but also includes lip syncing. This allows the song to promote the artist as well as having 'individuality' with the choice of narrative. Although often used, I don't feel it is essential with this genre.
Cinematography
-Long shots/ close-ups and extreme close-ups are continuously used – long shots to establish the setting of the video (such as in the Coldplay - Yellow music video). Close-ups are used to establish character/artist’s emotions – not necessarily used for lip syncing as shown in Bombay Bicycle Club's Shuffle music video.
-Pans, crane shots, tilts, hand held, zoom often used – establishes movement of the character/artist’s. However these shots will not be used for dance purposes (conventional of pop/dance genre artists) as the artists within this genre do not stereotypically produce dance videos.
-A hand held camera can be used to establish a care free manner - as in Bombay Bicycle Club's Shuffle video - although doesn't look particularly professional, done purposefully to seem careless and casual.
-High/Low angles can be used for effect also (heightening vulnerability/capability within narrative).
Editing
-Jump cuts are often used to jump from a scene of the location to artist performance etc or another location within the narrative.
-Pace of the editing is always in sync with the beat of the track.
-Some special effects may be used – slow motion/discolouring/black and white effect to emphasise the artists 'individuality' or for expression within the meaning behind the track. (Shown in Arcade Fire's Rebellion video)
Mise en Scene
-Characters or artists wear stereotypical individual, quirky (indie) clothing such as skin tight jeans, denim, acid dye, bright colours etc or may wear clothes which effectively represent the meaning behind the track/coincide with the narrative/represent the care free individuality of the artist or character/
-Often natural/every day setting with natural lighting (shown in Bombay Bicycle Club's Shuffle video) in order for the video to seem as casual as possible - concentration given to the track. However Arcade Fire's music video for Rebellion shows a deliberate set-up which doesn't come across casual; done for narrative purposes and purposefully portrays an image to the audience about their track.
-Props used to reinforce the storyline/instruments may be used but not always.
Sound
-Often the track is used as almost 'background sound' in non-diegetic sound to everyday life in order to emphasise the casual/care free feel (effectively used in Bombay Bicycle Club's Shuffle video) - the content of the video complimented by the song.
-Also used as diegetic sound in the form of performances through lip syncing (Vampire Weekend - The Kids Don't Stand a Chance) but mostly mixes non-diegetic and diegetic sound to tell the story of their track but including the lip syncing artists as seen in Arcade Fire and Coldplay's tracks.
Friday, 13 July 2012
Chosen song.
The song I have chosen is 'How Can You Swallow So Much Sleep' by Bombay Bicycle Club.
Bombay Bicycle Club are an indie/rock band from London, composed of Jack Steadman, Jamie MacColl, Ed Nash and Suren de Saram. They met at age 15 and went through various names including 'The Canals' until they settled on Bombay Bicycle Club - named after a chain of Indian restaurants in Britain. Initially, they played small gigs at London venues to earn cash as well as winning Exeter's Got Talent in 2009. They were on their own independent record label called 'Mmm... Records' where they released most of their earlier work including the single 'How Are We' in 2007. They signed a deal with Island Records in 2008 and began to release all further singles and albums on this label such as the single 'Always Like This'.
Bombay Bicycle Club are an indie/rock band from London, composed of Jack Steadman, Jamie MacColl, Ed Nash and Suren de Saram. They met at age 15 and went through various names including 'The Canals' until they settled on Bombay Bicycle Club - named after a chain of Indian restaurants in Britain. Initially, they played small gigs at London venues to earn cash as well as winning Exeter's Got Talent in 2009. They were on their own independent record label called 'Mmm... Records' where they released most of their earlier work including the single 'How Are We' in 2007. They signed a deal with Island Records in 2008 and began to release all further singles and albums on this label such as the single 'Always Like This'.
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