8 June 2012

Evaluating the Prelims

Well done most of you for completing your tasks. Some still need to be exported properly. 

 1. You must embed your 2 videos and screengrabs, briefly explaining what you did, what you learn including key techniques in preparation for your future production.

2. Below is a video that includes several extracts from your work and some evaluation questions. Embed the video into your blog and answer them as best you can. Remember to screengrab!!!!
And the first lip synch task to be uploaded (will be saved in the Lipsynch Tasks playlist on the YouTube channel):

7 June 2012


Welcome to the A2 Advanced Portfolio in Media Studies. Ready for the challenges ahead? Of course you are!The Advanced Portfolio 's chosen brief is Music Video.

This will be managed in a similar way as the Foundation Portfolio through a blog which the moderator will then have access to.
Individual blog for:individual (and group-based) research and ideas, reflections and evaluation, planning and production work.
You will get the relevant guidance.

ASSESSMENT OBJECTIVES for the coursework:
1. Apply knowledge and understanding when analysing media products and processes and evaluating your own practical work, to show how meanings and responses are created (20 marks)
2. Demonstrate the ability to plan and construct media products using appropriate technical and creative skills (60 marks)
3. Demonstrate the ability to undertake, apply and present appropriate research (20 marks)

The unit requires you to engage with contemporary media technologies, giving you the opportunity to develop in these technologies. It also enables you to develop the skills of presentation that are required for further study at higher levels and in the workplace.

Candidates will produce:
a media portfolio, comprising a main and two ancillary texts
• a presentation of their research, planning and evaluation in electronic format

Brief: A promotion package of the release of an album, to include a music promo video, together with 2 of the following 3 options:
• a website homepage for the band
• a cover for its release on cd
• a magazine advert for the cd
Note: Original imagery, (including publicity stills for the ancillary products) must be included on all products. You are expected to shoot stills specifically for use on your print materials rather than merely relying on extracts from your MV footage.

Assessment: to achieve Level 4 in Research and Planning, you must demonstrate
• excellent research into similar products and a potential target audience
• excellent organisation of actors, locations, costumes and props
• excellent work on shotlists, layouts, drafting, scripting or storyboarding
• excellent time management
• excellent level of care in the presentation of the research and plannning
• excellent skill in the use of digital technology or ICT in the presentation
• excellent communication skills

Assessment: To achieve Level 4 in Production you are expected to demontrate excellence in the creative use of most of the following technical skills:
• holding a shot steady, where appropriate
• framing a shot, including and excluding elements where appropriate
• using a variety of shot distances, where appropriate
• shooting material appropriate to the task set
• selecting mise-en-scene including colour, figure, lighting, objects and setting
• editing so that meaning is apparent to the viewer
• using varied shot transitions, captions and other effects selectively and appropriately for the task
• using sound with images and editing appropriately for the task

Assessment: to achieve Level 4 in Evaluation, you are expected to demontrate excellence in the creative use of most of the following technical skills:
- understanding of the forms and conventions used in the productions.
- understanding of the role and use of new media in various stages of the production.
- understanding of the combination of main product and ancillary texts.
- understanding of the significance of audience feedback.
- choice of form in which to present the evaluation.
- ability to communicate.
- use of digital technology or ICT in the evaluation.

In the evaluation the following questions must be answered:
1. In what ways does your media product use, develop or challenge forms and conventions of real media products?
2. How effective is the combination of your main product and ancillary texts?
3. What have you learned from your audience feedback?
4. How did you use media technologies in the construction and research, planning and evaluation stages?

Where a candidate has worked in a group, an excellent contribution to construction is evident. Differences in the contributions made by individual candidates must be clearly indicated on the teacher marksheets. When marking the production, teachers must focus on the quality of the brand identity across the promotion package as a whole, as well as on the indidvidual productions.

In other words, a lot to think about and lessons to be learnt from last year and along the way.

Enjoy it!

This is not perfect but demonstrates well how to embed technologies and really document your journey over the whole production process.
See Emma's music video blog.

This blog got a top level 4 for research/planning and for evaluation. Do have a look.
Alex's music video blog.


The points below should help you to analyse your chosen videos in a more focused way. Use them to get started. Start building up marks.

  • Music videos work around 3 codes - music, lyrics and iconography. The relationship between these codes is key to understanding how music video work. Take some time looking at whether the video illustrates the lyrics or not, and in which ways, as well as whether the video helps you to understand the lyrics better or not, and in which way. Does the song belong to a particular music genre and does it come across in the video?

  • Music videos are designed to provide pleasure in order to keep the viewer (particularly the intended audience) watching and to encourage repeat viewings. How is it achieved? How are the performers shown? What do YOU LIKE about the video? Can you screengrabs favourite shots and comment?

  • Explain whether the video is primarily performance-based, narrative-based or concept-based, or is it a hybrid? Explore how it is done and presented. Look at Lauryn Hill's Everything is Everything for example.

  • Does the video refer to / draw upon other texts (book, film, other video, advert...)? Is it a parody or tongue-in-cheek video?

Finally, this is an example of evaluation video tackling all 4 questions to give you a feel for the work ahead...