Digipak Trial

Media A2 Playing with music video editing

To help us later in the production process we decided that it would be best for myself and my partner to play around with the editing software so that in the end we could create a music video that would enable us to get a good grade at the end of the year. I found it very helpful as last year we never really got the chance to look at effects and speed that we could change in Adobe Premiere Pro so making this video helped me personally to get to know the software that I have to use late on in the year.

Andrew Goodwin's Theory

Teacher assessment - Goodwin

A Level Media Progress Check - Ryan
	Assessed by		NSE - Teacher
Focus of assessment		Andrew Goodwin
Relevant assessment criteria		There is excellent research into similar products and a potential target audience.
Evidence of progress/ evidence of meeting criteria		Clear understanding of his theory and you have been able to apply this to real videos, at a basic level.
Areas to work on next/ ideas to consider		If you could be much more specific and precise about what you have found in the videos, linked to Goodwin. Compare between videos and consider genre, audience and purpose. How will you use this in your own planning?
Additional comments

Theories relating to Music Videos

Andrew Goodwin

"Music video is not primarily a commodity form, but a promotional one."

What is it promoting?

- Artist/Band - creating interest

- that particular song 

- other products by artists - Album/merchandise/website/anything associated with artist

- Location 

- Promoting a film where song appears

OPPOSING THEORY

Music appears as an art form
- Exists as an untouched art form


Laura Mulvey

"Visual Pleasure and narrative cinema"

What is the Gaze?

The concept of the gaze is one that deals with how an audience views the people is presented.

Feminists view this in 3 different ways :

- How men look at women 

- How women look at themselves 

- How women look at other women

Laura Mulver invented the term 'The Male Gaze' in 1975 and she believes that media is produced in the view from the perspective of a heterosexual male.

Features of the Male Gaze

Camera lingers on the curves if the females body and events that follow a presented based on the males reaction to these events.

Use of the theory in everyday life

Some theorists have noticed the sexualizing of the female body even in situations where the sexualizing of females has nothing to do with the product being advertised.

Criticism of Theory 

- Beauty Pageants 

- Can be directed towards members of the same gender, such as comparison of body image and/or clothing. 

Categorizing Facial Expressions 

Women 

- Chocolate Box (Giving expression)

- Invitational (Welcoming)

- Super Smiler 

- Romantic/Sexual

Majorie Fegurson (1980)

Men 

- Carefree

- Practical 

- Seductive 

- Comic 

- Catalogue (blank expression)

Trevor Millum (1975)

Key Theorists beliefs 

Johnathon Schroeder (1998) "To gaze implies more than a look - it signifies psychological relationship of power in which the gaze is superior to the object of the gaze

Research on Digipaks

What is a digipak?

A digipak is a type of marketing that is often used in the front of the artists CD. A digipak usually folds out into six different section. Digipaks were first made by MeadWestvaco, and their product, called Digi-Pak, is trademarked. However, the format of a digipak became so popular many manufacturers have taken the idea to use for their own. 

Digipak's are become increasingly less popular due to the recent change in technology, with sites like iTunes and Spotify taking over the original CD.

What is the benefit does a Digipak have on the artist?

The artist will have input on the digipak and it will contain aspects that reflect their personality or their reputation. It will also reflect the genre. The artist can add their own touch to their album. This keeps the connection between the artist and the fan stronger as they feel that the artist has a larger input into their album and leaves them with a personal touch rather than the artist only having input into the songs.

Music Website Analysis

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