A2 Coursework Arafat Music Video

This is my finished coursework:
The things that needed to be changed was some lip-synching and text

My magazine advert

My digipak

Evauluation Question 1

Evaluation Question 2

Evaluation Question 3

Created with Padlet

Evaulation Question 4

Cultivation theory

Cultivation theory is a more refined version of the hypodermic needle model.

• it says that repeated exp

The effects model or Hypodermic syringe model

The effects model or Hypodermic syringe model

The "hypodermic needle theory" implied mass media had a direct, immediate and powerful effect on its audiences. The mass media in the 1940s and 1950s were perceived as a powerful influence on behavior change.

Several factors contributed to this "strong effects" theory of communication, including:

 the fast rise and popularization of radio and television

- the emergence of the persuasion industries, such as advertising and propaganda

- the Payne Fund studies of the 1930s, which focused on the impact of motion pictures on children, and

- Hitler's monopolization of the mass media during WWII to unify the German public behind the Nazi party

Therefore, the media works like a drug and the audience is drugged, addicted, doped or duped. This was supprted in adverts such as compare the market, gocompare, shake n vac and more.

These adverts have very memorable theme songs or character which drew a lot of the audience for the product?











The frankfurt school theorised in the 1920s and 30s that the mass media acted to restrict and control audience to the benefit of corporate capitalism and governments.

The Bobo Doll Experiment
This is a very controversial piece of research that apparently proved that children copy violent behaviour. The Bobo Doll Experiment was the collective name of the experiments conducted by Albert Bandura in 1961 and 1963 studying children's behavior after watching an adult model act aggressively towards a Bobo doll. There are different variations of the experiment. The most notable experiment measured the children's behaviour after seeing the model get rewarded, punished or experience no consequence for beating up the bobo doll.

The participants in this experiment (Bandura, Ross & Ross 1961) were 36 boys and 36 girls from the Stanford University nursery school. All children were between the ages of 37 months and 69 months. The children were organized into 4 groups and a control group. 24 children were exposed to an aggressive model and 24 children were exposed to a non-aggressive model. The two groups were then divided into males and females which ensured that half of the children were exposed to models of their own sex and the other half were exposed to models of the opposite sex. The remaining 24 children were part of a control group.

For the experiment, each child was exposed to the scenario individually, so as not to be influenced or distracted by classmates. The first part of the experiment involved bringing a child and the adult model into a playroom. In the playroom, the child was seated in one corner filled with highly appealing activities such as stickers and stamps. The adult model was seated in another corner containing a toy set, a mallet, and an inflatable Bobo doll. Before leaving the room, the experimenter explained to the child that the toys in the adult corner were only for the adult to play with.

During the aggressive model scenario, the adult would begin by playing with the toys for approximately one minute. After this time the adult would start to show aggression towards the Bobo doll. Examples of this included hitting/punching the Bobo doll and using the toy mallet to hit the Bobo doll in the face. The aggressive model would also verbally assault the Bobo doll yelling "Sock him," "Hit him down," "Kick him," "Throw him in the air," or "Pow". After a period of about 10 minutes, the experimenter came back into the room, dismissed the adult model, and took the child into another playroom. The non-aggressive adult model simply played with the other toys for the entire 10 minute-period. In this situation, the Bobo doll was completely ignored by the model, then the child was taken out of the room.

The next stage of the experiment, took place with the child and experimenter in another room filled with interesting toys such as trucks, dolls, and a spinning top. The child was invited to play with them. After about 2 minutes the experimenter decides that the child is no longer allowed to play with the toys, explaining that she is reserving those toys for the other children. This was done to build up frustration in the child. The experimenter said that the child could instead play with the toys in the experimental room (this included both aggressive and non-aggressive toys). In the experimental room the child was allowed to play for the duration of 20 minutes while the experimenter evaluated the child's play.

The first measure recorded was based on physical aggression such as punching, kicking, sitting on the Bobo doll, hitting it with a mallet, and tossing it around the room. Verbal aggression was the second measure recorded. The judges counted each time the children imitated the aggressive adult model and recorded their results. The third measure was the number of times the mallet was used to display other forms of aggression than hitting the doll. The final measure included modes of aggression shown by the child that were not direct imitation of the role-model's behavior (Bandura, Ross & Ross 1961).

The effects model backed up by the Bobo doll experiment is still the dominant theory used by politicians, some parts of the media and some religious organisations in attributing violence to the consumption of media text.

However, this theory has been proven invalid through numerous cases. for example the film Child's play 3 was thought to be the cause of the murder of James Bulger in 1993 and more, subsequently iy was found that no case could be proven to demonstrate a link between the text and violent acts.


How will you music video influence your audience considering the effects model?
According to the effects model, my music video would influence my audience ultimately in a positive way as it gives across the message that life does get better.

Audience theory

                                Audience Theory

Three main questions:

Why do audience choose to consume certain text?

How do they consume text?

What happens when they consume texts?


These are a number of theories of audience that we can apply to help us come to a better understanding about the relationship between texts and audiences.

• The effects model or the Hypodermic model
• The uses and gratifications model
• Cultivation Theory
• Two-step flow Theory
• Reception Theory
• Suture
• Feminist audience Theory - Laura Mulvey

construction process of back cover

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I had some feedback from my teachers saying the font I previously chosen through out my digipak and magazine advert doesn't convey the theme i have portrayed in my music video and pictures. I then changed the smaller text to a more handwritten font, which made it more personal as it looks like the artist has written it. I also changed the big text to smudged font so it links the pictures I used for my digipak where she had smudged makeup. This also links to the theme of sadness I have portray throughout my coursework.

Construction process- of image 3

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I had some feedback from my teachers saying the font I previously chosen through out my digipak and magazine advert doesn't convey the theme i have portrayed in my music video and pictures. I then changed the smaller text to a more handwritten font, which made it more personal as it looks like the artist has written it. I also changed the big text to smudged font so it links the pictures I used for my digipak where she had smudged makeup. This also links to the theme of sadness I have portray throughout my coursework.

construction process, changing the font of image 4

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I had some feedback from my teachers saying the font I previously chosen through out my digipak and magazine advert doesn't convey the theme i have portrayed in my music video and pictures. I then changed the smaller text to a more handwritten font, which made it more personal as it looks like the artist has written it. I also changed the big text to smudged font so it links the pictures I used for my digipak where she had smudged makeup. This also links to the theme of sadness I have portray throughout my coursework.

changing the font of my whole digipak

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I had some feedback from my teachers saying the font I previously chosen through out my digipak and magazine advert doesn't convey the theme i have portrayed in my music video and pictures. I then changed the smaller text to a more handwritten font, which made it more personal as it looks like the artist has written it. I also changed the big text to smudged font so it links the pictures I used for my digipak where she had smudged makeup. This also links to the theme of sadness I have portray throughout my coursework.

construction process- changing the font

I had some feedback from my teachers saying the font I previously chosen through out my digipak and magazine advert doesn't convey the theme i have portrayed in my music video and pictures. I then changed the smaller text to a more handwritten font, which made it more personal as it looks like the artist has written it. I also changed the big text to smudged font so it links the pictures I used for my digipak where she had smudged makeup. This also links to the theme of sadness I have portray throughout my coursework.

My magazine advert in construction

Construction process Magazine advert 28/02/2014

editing my magazine advert

i have used photoshop to edit my magazine advert.i have cropped in an hmv, I tunes and amazon logo.

This is my Digipak in the editing process

construction process Digipak 27/02/2014

Editing image 3

I have used photoshop to edit my Digipak. I have made the background white,  downloaded a font from a website called 'Da font' which looks like a tattoo, i have then placed it on her arm to make it look like a tattoo.

construction process Digipak 26/02/2014

Editing the back cover

I have also used photoshop to edit my back cover. I made the background white, I cropped in a barcode and record label logo

construction process digipak, 26/02/2014

Editing the front cover

I have decided to have this image for the front cover as i think having half of the face looks quite interesting. I have then made the background white, in order to make it look more professional.

Critical perspectives in media - Genre

                           Critical Perspectives in media
                                              Genre

The word "genre" is borrowed from french derived from latin and Greek, in all three its basic meaning is - Kind, sort, class.

Audiences recognise the key elements or conventions of a genre and respond accordingly.
These key elements are called Paradigms.

As the genre of my music video is a romance, the paradigms in my music video are:

• Lip synching
• Dissolves
• a couple
• a house setting
• a green scenery (the park)
• close ups
• Body language of the artist (emotional)

Two types of paradigms have been identified

• Icronographic: signs symbols (e.g the costumes, props, settings)
• Structural : Th way a text is put together and the shape it takes and how structures in the text deal with issues such as ideology and gender (e.g how gender is represented)

The structural Paradigms in my music videos is ambiguous because the preferred meaning intended by me is that "life gets better", however, the underlaying meaning portrays the woman the weaker gender because her world sort of crumbles because of a man.

The iconographic paradigm in my music video are the woman wearing a dress most of the time to portray the ideal housewife perspective.

Construction process Digipak 25/02/2014

editing image 6

I have used photoshop to edit my digipak, i have looked through the filter gallery. However, I decided it did not need any of the filters in the end as it work great as it is.

Construction process of digipak- 24/02/2014

editing picture 4

I have used photoshop to edit my digipak.

construction process digipak, 21/02/2014

These are the six pictures I have chosen for my digipak

construction process of Digipak- photo shoot 21/02/2014

These are examples of the pictures i have taken for my digipak

Digipak Analysis

Digipak Analysis

Construction Process - 21/01/2014

The piano scene was a very essential part of my filming process as the most vivid and significant instrument used in the song is a piano

Construction Process - 6/01-2014 - location

I chose to film a house because it gives my music video a realistic viewpoint as it is based on a story line.

Audience Research

Audience research 2 using survey monkey

This is what I found out in the focus group feedback:

• 100% of the focus group liked my music video

• 100% of the focus group felt that the story I conveyed in my music suited really well with lyrics and the pace of the song.

• 50% of my audience felt that the audio could be smoother, this is there is a technical glitch that had occurred so it needs rendering. This would be done when I have finished editing my music video.

• 100% of my focus group thought the concept of the home video effect worked really well and was parallel to the music. 

This focus group research really helped me get an insight on how others view my music video. The thing that I learnt through this process is that somethings that I personally believe works really might not come across as good to other people. As a result, I adapted my music video to suite my target audience.

Construction Process - 06/02-2014- Editing

                             Editing

Today in lesson, I applied the finishing touches to my music video. This included adding more clips and shortening some to create a fast pace edit as I wanted it to be parallel with the fast song.

Album cover Exercise

This is a practice album cover I created in lesson. I did this using photoshop.

My survey monkey audience research

Create your free online surveys with SurveyMonkey , the world's leading questionnaire tool.

Construction Process - 03/02/14

                      Construction process - Digipak                                  

I spent today's lesson getting familiar with Digpaks and researching what musicians are similar to my artists. This then helps me have a idea on what I want my digipak to look like.