![Mode of address- To develop
planning and begin TA research
Think about the words/ Language you choose to
communicate with your audience.
Signs and signifiers [ Barthes] – will your audience receive
it in the way you intend?
You will need to think of key words [signs] for your music
video, digipak and advert for the digipak.](https://image.slidesharecdn.com/lesson5taresearchtoidentifytheconventionsofaconceptbased-170721085932/85/Lesson-5-ta-researchto-identify-the-conventions-of-a-concept-based-3-320.jpg)
![To develop planning and begin TA
research
• TA Research 1 – focus group – initial ideas.
• 6 students [ 3/3] play song explain your ideas for
each verse/ image/ narrative and record their
responses on your phone. Put this up on the blog
via technology eg soundcloud/ Chirbit/Online
ConVert
• TA research results and analysis and how this has
affected your planning and creativity
• How TA research has affected my planning – updated ideas
• TA Research 2 +TA research results and analysis
• How TA research has affected my planning – updated ideas](https://image.slidesharecdn.com/lesson5taresearchtoidentifytheconventionsofaconceptbased-170721085932/85/Lesson-5-ta-researchto-identify-the-conventions-of-a-concept-based-6-320.jpg)
![Beginning pre-production
paperwork• Posts must begin with ‘Planning: …’
• Beat script
• Dates and organisation of equipment, actors and props.
• Full script – colour coded [ see Emily’s workshop]
• Complete a script breakdown for each location shoot
• Risk assessment for each location
• Call sheet for each location
• Storyboards for each location shoot
• Book your dates NOW! Book your cameras and artists/
cast for those dates NOW!](https://image.slidesharecdn.com/lesson5taresearchtoidentifytheconventionsofaconceptbased-170721085932/85/Lesson-5-ta-researchto-identify-the-conventions-of-a-concept-based-11-320.jpg)
![Problems and issues
•Missing similar product research : you should have at least 8.
Number your music video research posts. Read and respond to
comments.
•Missing research into digipaks/ adverts and the institutions that
produce them.
•No beat script
•No full script
•No Carol Vernallis
Post: Research conclusions: codes and conventions
List / copy and paste your findings [ this is why you should have
lists]
Refer to: Goodwin, Vernallis, Todoroz, Propp, Dyer, Hall,
Blumler & Katz, Perkins etc](https://image.slidesharecdn.com/lesson5taresearchtoidentifytheconventionsofaconceptbased-170721085932/85/Lesson-5-ta-researchto-identify-the-conventions-of-a-concept-based-13-320.jpg)
![To identify the conventions of a
digipak advert.
1] Full scale image with text overlay
2] Range of font sizes: the largest is the artist and name of digipak
3] Sell lines eg Out Now!
4] Institutional details eg where you can buy/ download/ websites
and social media links
5] track details
6] Tour details
7] Logo
8] Synergy and a clear brand identity with the musci video and
digipak – a strong ‘look’
9] An image of the digipak](https://image.slidesharecdn.com/lesson5taresearchtoidentifytheconventionsofaconceptbased-170721085932/85/Lesson-5-ta-researchto-identify-the-conventions-of-a-concept-based-15-320.jpg)
![TA Research 1: focus group- initial
ideas
• The sound recording must be uploaded.
• The results must be analysed.
• How this research has influenced our planning
A list of changes that need to be made
[Word clouds – TEGUL]
THEN – full script!](https://image.slidesharecdn.com/lesson5taresearchtoidentifytheconventionsofaconceptbased-170721085932/85/Lesson-5-ta-researchto-identify-the-conventions-of-a-concept-based-16-320.jpg)
![To discuss major issues with
ancillary products and blogs.
This is a lesson we did in term 2….
1] Full scale image with text overlay
2] Range of font sizes: the largest is the artist and name of digipak
3] Sell lines eg Out Now!
4] Institutional details eg where you can buy/ download/ websites
and social media links
5] track details
6] Tour details
7] Logo
8] Synergy and a clear brand identity with the music video and
digipak – a strong ‘look’
9] An image of the digipak](https://image.slidesharecdn.com/lesson5taresearchtoidentifytheconventionsofaconceptbased-170721085932/85/Lesson-5-ta-researchto-identify-the-conventions-of-a-concept-based-22-320.jpg)
Lesson 5 ta researchto identify the conventions of a concept based
- 1. TO DEVELOP PLANNING AND BEGIN TA RESEARCH To develop use of technology To consider OCR moderator feedback.
- 2. To develop planning and begin TA research Who is your TA and how do you know? • Age • Gender • Race • Culture • Demographic • Lifestyle • Class • Concerns • Aspirations • Social group If you haven’t made a TA profile , do so. In your group, make a list of all elements that define your TA. Post : Planning: TA Profiling If you can make a slidely using your chosen song – great! But you need to add a list of features beneath it….use this list. You can also create a picture board. Then consider and make a list of ways you are going to target / attract this audience. Post: Planning: attracting the TA AUDIENCE HANDOUTS
- 3. Mode of address- To develop planning and begin TA research Think about the words/ Language you choose to communicate with your audience. Signs and signifiers [ Barthes] – will your audience receive it in the way you intend? You will need to think of key words [signs] for your music video, digipak and advert for the digipak.
- 4. To develop planning and begin TA research • You should have some initial ideas for your own music video. • Post: Planning: Initial Ideas • List your initial ideas. • Over the summer you need to conduct TA research into these initial ideas.
- 5. To develop planning and begin TA research Posts •Music video research •Institutional research •TA research •Planning- initial ideas •Planning -TA profiling •Planning – how to attract the intended TA
- 6. To develop planning and begin TA research • TA Research 1 – focus group – initial ideas. • 6 students [ 3/3] play song explain your ideas for each verse/ image/ narrative and record their responses on your phone. Put this up on the blog via technology eg soundcloud/ Chirbit/Online ConVert • TA research results and analysis and how this has affected your planning and creativity • How TA research has affected my planning – updated ideas • TA Research 2 +TA research results and analysis • How TA research has affected my planning – updated ideas
- 7. To draw conclusions from research • Copy and paste onto a word doc ALL comments beneath research posts. Save it. • Next: You should be able to put headings: 1.Camera shots, angles and movement 2.Mise en scene: set design, locations, costume, lighting, make up and framing 3.Editing Post title: Conclusions of research: codes and conventions • Copy and paste the lists into here: delete any repeats. • You should see now if you have any missing – THAT is your homework.
- 8. To develop post titles- pre production paperwork • Research: TA 1 focus group – initial ideas • Planning: Beat script • Planning: Full script colour coded • Planning: Organisation of dates: equipment, actors, budget, locations, props and set design • Risk assessments – these are quite quick to do and a person can be sorting one of these while you are both doing the full script. OR …. One person can be typing the script breakdown for a location based on the full script. You need a script breakdown for each location.
- 9. To complete pre production paperwork • Research: TA 1 focus group – initial ideas • Planning: Beat script • Planning: Full script colour coded • Planning: Organisation of dates: equipment, actors, budget, locations, props and set design • Risk assessments • Call sheets • Script breakdowns • Storyboards • Location release forms
- 10. OCR Examiners report • Candidates’ blogs were extremely thorough accounts of their progress. Research had been conducted into existing media texts and a potential target audience and this was clearly used to inform the extremely detailed planning that groups undertook and the construction of the three texts. • It would have been nice to have seen a conclusion to the research into music videos, outlining the codes and conventions of the genre, which candidates would then be able to use in their construction and refer back to when responding to the first evaluation question. • The only area of research the Consortium needs to address for future submissions is into magazine advertisements. It would be useful if the Consortium could find a stock of texts which candidates could then utilize in their research as some advertisements used were for tours rather than albums. I will provide you with these and have them out each lesson. • That said the depth and detail in candidates’ work was of a very good standard and warranted slightly higher marks for this aspect of their work.
- 11. Beginning pre-production paperwork• Posts must begin with ‘Planning: …’ • Beat script • Dates and organisation of equipment, actors and props. • Full script – colour coded [ see Emily’s workshop] • Complete a script breakdown for each location shoot • Risk assessment for each location • Call sheet for each location • Storyboards for each location shoot • Book your dates NOW! Book your cameras and artists/ cast for those dates NOW!
- 12. Examiners report. • Responses tended to be text heavy, with some appearing as basically illustrated essays. This format should be avoided. Candidates did use different methods of presentation but should be advised to fully exploit the potential of each method. • TARGET- MV research/ TA research/ Ancillary research – put into prezi/ emaze/ powtoon/ thinglink/ bubbl.us
- 13. Problems and issues •Missing similar product research : you should have at least 8. Number your music video research posts. Read and respond to comments. •Missing research into digipaks/ adverts and the institutions that produce them. •No beat script •No full script •No Carol Vernallis Post: Research conclusions: codes and conventions List / copy and paste your findings [ this is why you should have lists] Refer to: Goodwin, Vernallis, Todoroz, Propp, Dyer, Hall, Blumler & Katz, Perkins etc
- 14. To identify the conventions of a digipak advert – thinglink!
- 15. To identify the conventions of a digipak advert. 1] Full scale image with text overlay 2] Range of font sizes: the largest is the artist and name of digipak 3] Sell lines eg Out Now! 4] Institutional details eg where you can buy/ download/ websites and social media links 5] track details 6] Tour details 7] Logo 8] Synergy and a clear brand identity with the musci video and digipak – a strong ‘look’ 9] An image of the digipak
- 16. TA Research 1: focus group- initial ideas • The sound recording must be uploaded. • The results must be analysed. • How this research has influenced our planning A list of changes that need to be made [Word clouds – TEGUL] THEN – full script!
- 17. To complete pre production paperwork - storyboarding You need printed and posted: •Risk assessments •Call sheets •Script breakdowns •Storyboards- some done! Blank ones copied to fill in before filming. •Location release forms
- 18. More on Genre… • Genres The connections between the music genre and the visual genre of music video are weak: when you listen to a new record you may know the genre of the music but seldom do you immediately know how the moving image will realized. There are, however, some connections. Dance music video clips are sometimes art clips. The editing technique in soft ballads is mostly mixing. The hard rock music genre usually features concert clips with inserted narrative shots. • WHAT GENRE is your chosen song? Do you have a post on the conventions of this genre? Can you/ have you applied genre theory? Does this genre have an established TA? WHO? HOW MANY? WHERE? HOW?
- 19. More on narrative…. • If a music video clip is most appropriately understood as a short silent movie to a musical background, it is a narrative clip. A narrative clip contains a visual story that is easy to follow. A pure narrative clip contains no lip-synchronized singing. Bruce Springsteen’s I’m on fire is a pure narrative clip. • What narrative exists in your lyrics? Can you write the narrative in basic prose? Have you applied Propp? Todorov? Strauss? Does this appeal to your TA? How? Is there evidence that your TA like this technique?
- 20. To identify the conventions of a concept based music video • Michael Shore (1984: 98–99) concludes that Music video is • “recycled styles … surface without substance … simulated experience … information overload … image and style scavengers … ambivalence … decadence … immediate gratification … vanity and the moment … image assaults and outré folks … the death of content … anesthetization of violence thorough chic … adolescent male fantasies … speed, power, girls and wealth … album art come to turgid life … classical storytelling’s motifs … soft-core pornography … clichéd imagery …” • Discuss! Do you have any of these concepts in your lyrics? Make notes on this and annotate them on your lyrics. Who is the TA for concept MV’s?
- 21. TA Profile and Research 1 & 2 • HOW are you going to research your TA? • Use all handouts and advice sheets. • Make sure you post the changes you have to make in light of TA research analysis. • Remember – if your MV doesn’t appeal to your TA, they won’t download it/ consume it.
- 22. To discuss major issues with ancillary products and blogs. This is a lesson we did in term 2…. 1] Full scale image with text overlay 2] Range of font sizes: the largest is the artist and name of digipak 3] Sell lines eg Out Now! 4] Institutional details eg where you can buy/ download/ websites and social media links 5] track details 6] Tour details 7] Logo 8] Synergy and a clear brand identity with the music video and digipak – a strong ‘look’ 9] An image of the digipak