EVALUATION: How did you use new media technologies in your media product?

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TEXTUAL ANALYSIS Ashes to Ashes - David Bowie

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Although not of the genre we are intending to base our music video in, Ashes to Ashes is a video from the 1980s, and is a prime example of the editing techniques, lighting, Mis en Scene, and cinematography that was used in that period. I analysed this in the hope that we would be able to apply those techniques into our video, as we are hoping to achieve a retro style. The video achieves a disconcerting feel within the audience through its use of ambiguity. The mis en scene of the piece is extremely ambigious and appears to be random. Bowie is seen dressed as a clown for much of the video, followed round by Egyptian looking women and a digger. These seemingly unconnected elements create a disconcerting feeling within the viewer, which is further enhanced by the use of uncommon editing techniques, such as extreme contrasts, and green screening, which in the 1980s would have been a relatively modern technique. Similarly, extreme close ups of Bowies face, followed by extreme wide shots o...
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SEMIOTIC ANALYSIS Massive Attack - Mezzanine

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Massive Attack - Mezzanine Mezzanine, Massive Attack’s most popular albums to date, was praised for it’s dark and creepy sound and high production quality. This is something that is represented well in the album art, which depicts a stag beetle, spread across the front, spine and back of the cover. The inside of the case shows a dark, black - and - white profile shot of both members of the trip - hop group. The lack of colour helps to create a dark and uninviting atmosphere to the album, which perfectly represents the underground scene that the genre and the artist are rooted in. The lack of colour gives the cover a sense of monotony, suggesting that it ‘blends in’ rather than stands out to an audience, against a background of brighter mainstream albums. The repulsive imagery on the cover of the album could be intentional, in order to ‘scare off’ mainstream audiences in order to make the album only seem appealing to those who know the artist themselves. This seems to be anot...
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TEXTUAL ANALYSIS - Common People by Pulp

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Pulp’s Common People is an indie music video that features references to a past age, in this instance the disco age of the 1970s. The use of green screen to present the ensemble on a stereotypically 1970s dance floor, and the use of bright colourful lights create a naff scene, which is presented negatively, and mocked by the band, a staple of the indie genre being rebelling against conformity. Furthermore, the contrast between the colourful lighting of the club, and the naturalistic lighting on the singer, enhances the idea of rebellion against conformity. There is a key focus on the band, which is both stereotypical of the pop genre, which the video aims to mock, and the indie genre, which the band is classified as. By using extreme close ups of the lead vocalist; in conjunction with wider shots of him, there is excess focus on Jarvis Cocker, mocking the characteristic of pop music that record labels push for greater focus on the star. With the panning shot during which the lea...
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