Question 1- In what ways does your media product use, develop or challenge forms and conventions of real media products?

Creativity, Conventions and Entropy

Firstly, before I talk about my media product, take a look at this link I found on Youtube:

http://watch.youtube.com/watch?v=XaGh0D2NXCA&feature=PlayList&p=C3F64DE53C8F8AD2&index=6

From this link you can see that the text challenges forms and conventions of real 'media' products through:

• Lack of narrative structure
• Doesn't use continuity editing
• No recognisable generic conventions
• No Spheres of action
• Doesn't have conventional cinematography
• Very entropic, high degree of unexpectedness

The overall effect of this text is to put an unexpected effect on the audience, I thought very Carefully about this before making my media product and came to the conclusion I wanted to incorporate similar ideas and functions into my own text. I didn't want to be completely entropic as it would have a major effect on the target audience because they are so young and wouldn't understand my text. However I wanted to use a certain degree of entropy as I wanted to get the audience thinking about my media product and how it was unexpected. (Watch my directors commentary to find out how I created a balance of entropy and redundancy suitable for the target audience)

Now looking at a totally different playing field look at these too links, the first one being a Youtube clip I found and the second one a video of a butterfly I filmed when experimenting with entropic and redundant texts:

http://www.youtube.com/watch?v=ee3iuhJaA6A

The two clips are redundant, they are conventional and very typical. There is nothing 'unexpected' about them. The reason the first Youtube clip is so redundant is for one reason; making money.

It was very important for me to use redundancy in my media product as I wanted the largest target audience possible and to do that I had to stick to the 'rules' e.g. using Spheres of action. Also my media product was being made to be taken on by the BBC-CBBC which is very mainstream so it was important I used large degree of redundancy.

Creativity

I believe my media product is full of creativity, before even starting my Children's TV Drama I spent hours searching the web like Youtube, Lego links and real Children's TV dramas to make sure I wasn't going to be reworking an old idea as I wanted my work to be fresh and new so my target audience could see something never done before.

My ideas and framework for my AS coursework were very mainstream as I wanted to "play safe" so I could attract a large audience. However this year with mainstream still in mind I wanted to be a little more creative and experiment by mixing redundant and entropic ideas together; I know this can cause problems like my audience not being able to understand the text but I wanted to take the risk to see If I could create something successful from mainstream-niche ideas.

Technology helped my achieve creative goals as we wouldn't of been able to use Lego "Stop Frame Animation" if we didn't have the SLR cameras. They have played a huge part in this years coursework as with out them I wouldn't have been able to explore and achieve Stop Frame Animation and apply it with NVGS27 video cameras. Also last year there was a lack of communication with my AS work for feedback as I didn't have social networking sites like facebook. However this year technology has enabled me to use sites like facebook to communicate to friends about research,planning and ideas which allowed me to gain feedback so I could mould my work around their positive and negative comments and create audio commentary's on feedback which I've never done before.

Throughout creating my media product I never experienced whats known as "writers block" as I kept changing my ideas all the time to stay fresh and creative, I don't believe you can create a piece of work without changing it during the process. I had to stay focused and somewhat laid back on my ideas as I didn't want to get to attached to just one, I kept building on my work all the time until I was satisfied with the outcome.

I spent weeks before I knew what I wanted to do, I was always experimenting with ideas and getting feedback while other members of the group were already deep into their coursework but I knew I had to keep my mind wide open as that was the best option to take if I wanted to create a media text I had put all of my potential into. I had to know exactly what I was doing before I went on to actually do it that's why I think all the time I put into experimenting and using different creative ideas was the best way forward.

For the first time ever I moulded my work around my life outside college. I never knew how much ideas I could get through the simplest things in my social life for example my little brother who's 11 watches Children's TV Dramas and I was able to watch his reactions to different types of shows and ask him questions about them which helped me hugely when trying to appeal to my target audience. Being a football coach means I have to always change my teams tactics all the time to defeat the opponents and for the first time I used this technique to be creative and incorporate it in my work. Every week I would plan and change my ideas to overcome obstacles up ahead which worked and made me more aware and prepared for what I could and couldn't do.

Genre

Generic conventions are used in media texts all the time and I wanted to challenge some of the typical generic conventions. However I knew challenging generic conventions is sometimes pleasurable and sometimes problematic but I gambled and went for it. However I was careful in the way that I did this, I researched a theorist called Andrew Tudor and used the idea of building on a certain genre (In my case adventure drama) and creating a new sub genre to be born by mixing two genres together. I mixed a sci-fi action genre (LEGO) with a drama genre to create a totally new sub genre which would challenge generic boundaries. From looking at genre life cycles I would say my work comes under "Epic" as I have added new ideas into genre conventions that already exist and made sure they "fit" into the themes, ideology and values of the original genre.

The links below have helped me throughout the course and enabled me to understand and answer questions like this one:

http://www.mediaknowall.com/alevkeyconcepts/genre.html

http://en.wikipedia.org/wiki/creativity

My Directors Commentary

This is a basic overview of what is said in the directors commentary in a question and answer format:

Where have your ideas come from?

My ideas came from TV dramas like "Life on mars" and "Ashes to ashes" as I liked the idea of the changing of worlds and I found it very interesting and creative the way they constructed the idea of someone entering a new environment in a short title sequence. My ideas also came from Lego animation, after playing with the SLR cameras and watching Lego animation on sites like Youtube I thought it would be a great idea to create Lego animation as one of the two worlds in my work. Also most the ideas I used I came up with myself like the idea of getting lost and trying to find your way back home with the help of friends which I used in my narrative plot.

How different are your products to "real" media products?

With the limited amount of technology we had and on a very tight budget we didn't have the elements of a "real" media product like not creating our own sound effects so we had to get them off websites. However because my media product was created on the computer using professional programmes like photoshop and adobe premiere pro and because Lego is a media conglomerate and I have used it in my work it makes my work a "real" media text.

To what extent have you been original?

I believe I have been very original with my media product as I have taken two totally different genres and not colided them but "merged" them together. The idea of Lego as a TV programme is origianl as it has never been done before and then mixing it with everyday events to create a new sub genre makes it original on a even larger scale which I was aiming to achieve.

To what extent has entropy been used?

Entropy has been used a lot in my media text and it was important for me to use it to create the effect I wanted on the audience. The idea of a Lego superhero being turned into a human school boy is very entropic and keeps the audience unaware of whats going to happen next which creates a overall knock-on-effect of the audience wanting to carry on watching.

To what extent has redundancy been used?

I also used a large amount of redundancy as I didn't wanted the audience to get confused with the media text and therefore not enjoying it. As the target audience is young I had to use a lot of redundancy even tho I didn't want to! As the main character Jordan is turned into a school boy and its obvious that the narrative of the programme will involve a school. Plus I used "Spheres of action" and Toderov's theory of good vs bad to create a "easy" to understand text that the target audience would enjoy. I also used old ideas from other programmes like "My parents are aliens" where two worlds collide so the audience weren't being introduced to a text that is "alien" to them and so they will accept my text as they are familiar with its conventions.

What is the overall effect of using redundancy/entropy on the audience?

To create a media text that will appeal to a large target audience and for the media text to effect the audience in a way that will keep them interested and want to keep watching as they can relate the texts to their own personal life e.g. feeling lost at school like the main character Jordan.

Challenging forms and conventions is possibly dangerous, why?

It can cause the audience to be confused and not understand the text and therefore not enjoy it resulting in a rapid loss of viewers. If the audience don't understand the context of the media product there is no hope for moving forward with the media text. I had to remove certain clips from my media text like the earth poster in the school to illustrate the changing of worlds and a child development book Jordan holds indicating he is changing, however after showing these clips to our target audience they didn't understand them and asked why they were used so I thought It was for the best to remove the clips as I didn't want a confused target audience as they are only young and easily off put by texts they don't understand.

Following forms and conventions is possibly dangerous, why?

Giving the audience a media text that is very similar to other media products is very dangerous as the audience will find the text boring because its so similar and they will feel like they've seen it before therefore they will feel like its the same as everything and will not want to watch something that is so redundant. It was hard for me when creating my media product as I had to use a large amount of redundancy because of the age of the target audience without being to similar to other media products and using a certain amount of entropy to counter act the redundancy but at the same time not create a text that would confuse the target audience.

How were you inspired to do what you did?

I liked the fact I had so much creativity I could use and I used this to my best advantage to create a media product so unique it couldn't be paired to much other media products. I had plenty of ideas on inventing a character my target audience could relate themselves to and I built on this idea by adding Lego animation which is something Ive always been curious on doing. So being able to mix the two together was a bonus for me and I have not just created a media text that has achieved its aims but I have created something Ive always wanted to do and I have really enjoyed producing it.

How did your audience research direct your creativity?

Looking at a very young target audience meant I could be more informal and less mature in my ideas which I found new and interesting. I did a lot of experimenting and research into things Ive never looked at before like Children's TV Dramas. But the best part of being creative to a young target audience is the fact a child sees the world as a weird and wonderful place they want to learn from and explore so with this in mind I could create anything literally-as long as it appealed to them. When researching Lego, when I typed it into google thousands of results came up and as there aimed a young target audience very similar to mine it seemed like the perfect route to go down and with plenty of ideas already I could create a media product that would attract a very large target audience.

How did audience research direct your research into similar texts?

Researching for my target audience made me look at media texts with the same elements as mine like Tracy Beaker. I took ideas from these other Children's TV dramas which I looked at very closely and noticed they all had an effect on the target audience through the gratification approach. So when I was creating by media text I could apply the same ideas to get the same effect on the audience as the other media products did. Using the gratification approach I could make the audience connect with my media product through:

• Learning-The audience learn about school life and how to cope if its your first year or if your new to that school
• Escapism- If the audience enjoy school and don't have a stable life outside school they can use my media product to escape from that
• Social interaction- a very common effect that causes my media product to be a major talking topic at school
• Identity- Most media texts don't have this effect but I wanted to create a main character that my target audience could relate there own lives to. I tried to do this through making him the same age as the target audience and putting him though school life which every child has to face.

Question 2- How effective is the combination of your main product and ancillary texts?

A selection of materials related to an original children's TV drama, to include the title sequence to the TV programme, together with:

• the front cover to a magazine for the series


• a DVD cover for the series

The above is the original brief of what was wanted from me. The idea was to produce a coherent package that had a house style and worked together to attract audiences to the actual product. Overall I was producing a marketing package;

• Price


• Product


• Place


• Promotion

I didn't know much about style guides before this course but now I've learnt that in order to attract the audience you want you must an appropriate "house style" and that my main media product must link in some way to my ancillary texts to attract the right target audience. I found this very interesting mainly because it is so effective on getting the right audience and follow the genre's conventions just through the usage of graphic design. So it was vital for me to use a style guide that would reel in a large target audience as I was with the BBC and more importantly create a House style that's would strongly link my main media product and my ancillary texts together that people could tell what was under the influence of "Changes" whether it be a magazine cover or DVD.

Before thinking about my own style guides I had to do a deep amount of research into it and learn how big TV dramas like Doctor Who create a style guide that will be recognised almost anywhere. Below is a link to the survivors website which I think is a strong example of using an appropriate style guide that's links to its key conventions:


http://www.bbc.co.uk/programmes/b00q3gk5


Straight away I can see what features are used in the graphic design and the opening sequence to create a style guide:

• Low diagetic sounds


• Doesn't give to much away about the plot


• The "virus" font


• Exploring narrative in opening sequence


• White space

I then created my own style guide which had 5 rules based on my main media text and must apply to any ancillary text created.

Here are a few images that are very important as part of my house style:

The 5 most important rules of my style guide are:

1. The LEGO style font or colours must be shown on any ancillary text produced- as this is what would catch the target audiences eye and would be what they expect to see as it is strongly linked to my main media product.
2. The main character Jordan must be shown- this is important and Jordan is the brand image of my main media product and it is vital he is shown to illustrate to the target audience that "this is a Changes product".
3. Bold bright colours must be used- as in my media product this was illustrate clearly through the Lego itself and and is a strong convention in my work.
4. Representation of good and evil must be shown in some sort of context- this is important as I have followed the "Spheres of action" very strongly and as it sends out messages to audiences I think its important I show this in any ancillary text.
5. The idea of "mixed worlds" (Lego and real)- this isn't as important as the other 4 rules but the overall effect of my main media product is the idea of mixing to completely different genres together to create an engaging effect on the audience. So I think this idea should be shown in any form of context to represent "Changes"

Using these rules I created the magazine cover and the DVD cover. Looking at the ancillary texts you can see that I applied all my style guide rules in one way or another and from this I believe I created a very coherent package. I used my style guide to combine my main media product and my ancillary texts in a effective through the media language-images,styles,fonts,mode of address,linguistic styles etc.

After carrying out questionnaires on my target audience and showing them my main media product and my ancillary texts I got a lot of interesting and effective feedback. Even tho my target audience are very young and don't understand what coherence is, they could clearly see the combination in all my work and when I asked why they replied with short simple answers like "There's Lego in each one" and "the boy is in everyone". All the feedback I got linked to my style guide and if my target audience could clearly see the links between all texts in my work than its shows I have a strong positive house style that's branding all my work under one roof "Changes". I cannot use my audiences opinions as a "fact" but after putting a lot of planning into my style guide and with the target audience understanding it visually and mentally I believe I have produced a house style that has created an effective combination between my main media product and my ancillary texts.

The links below helped me when researching and planning not just for this question but for my coursework as a whole:

http://en.wikipedia.org/wiki/style_guide

http://www.eyeon-newmedia.co.za/pages/style.html

http://en.wikipedia.org/wiki/brand

Question 3- What have you learned from your audience feedback?

After doing a large amount of audience research and gaining audience feedback I am able to answer this question in depth.
I have been understanding and making sense of my audiences responses and I have been taking there comments and finding out what they "really" mean.

All my audience research was qualitative as quantitative research would require vast amounts of time and money and would still not be as useful or revealing as qualitative methods!

To gather my audience feedback I created questionnaires with in depth questions like "how did the text make you feel, why do you think this?" as I know questionnaires aren't the best option for feedback but I wanted to get as much audience feedback as possible.

I then used social networking sites like Facebook and Myspace to post videos and blogs on what I've done and what I wanted to know. I did this on a regular basis so I could keep changing my ideas to fit their needs.

I also used the Internet to gather audience feedback by posting my media product on Youtube and seeing what star people rate it and what comments it gets without me asking questions. Also using MSN I was able to get audience feedback by online conversation which I found useful as I could send my media products and questions to my target audience and get quick efficient feedback.

Finally one of my last ways of gathering audience feedback was to actually talk to my target audience one-on-one which I did by visiting my little brothers friends who are all in the target audience age range I showed them my media product and asked for feedback in a variety of ways and this is what I found out:

Effects Approach- This approach attempts to focus attention on to the effects a media text has on the passive, undifferentiated audience.

I found the audience were affected by the text mostly in an unexpected way. They seemed to be shocked when the Lego superhero turns into a human boy which is the exact effect I wanted. I didn't want them to not be affected by the media text and I wanted them to be surprised by it as well. Also when Lego turns to real life they seemed to be more interested with what was happening as they wanted to understand what was happening which meant that had to be listening and watching carefully. This is also the effect I wanted on the audience I wanted to give them the "bate" which was the first part of the media text then "reel" them in, which was done by the second part of the text.

However the overall effect my media product had on the audience seemed to be a direct effect. Because so much was happening in a small amount of time and because the text was something different compared to other children's TV Dramas the audience seemed to show all sort of emotions as the video played. Most of the audience were silent and glued to the screen while some were shocked and a little confused on what had just happened but that was mainly the lower end of my target audience which I was kind off expecting and worried about.

From the effect theory I have learnt a lot and overall I am happy with the way my audience responded which shows me I am going in the right direction. However due to a few of the audience having an indirect effect on my media product I am going to have to think about how I could change my media product to help the lower end of my target audience to understand my text. Maybe by applying more redundant elements to me media text? (look at question 1)

Uses and Gratifications Approach- This approach attempts to focus attention on how individuals use the media.

This is where the audience are active and the audience used my product to mainly fulfil their need for laughter. From the beginning of my text to the end they laughed. They said they loved the way Lego was used and how it mixed with the real world. They seemed to take pleasure from the narrative plot. From this I am happy and confused as I wanted to create a text the audience would enjoy but I was surprised that they used laughter to fulfil their needs! Laughter can sometimes be negative but in my audiences case they were using laughter to express how much they were enjoying the media text so even tho I wasn't expecting it I am happy with the outcome and don't feel the need to change that effect.

After the audience watched my media product I spoke to them about the Gratifications approach and asked them how they used the media text for their own personal needs.

I was expecting the top responses to be "Role modeling" and "Escapism" as they were the top two I was aiming to achieve.

However surprisingly the top two responses I got was "Role modeling" and "Distraction". I was over the moon to realise that all my effort into creating a main character my target audience can aspire to and relate to on a personal level paid off. This was very important to me as from the early working of the course my quest has been to create something an audience could mould there life around.

However I was disappointed to hear that the second highest response was "Distraction". For me personally this is the negative version of "Escapism" as the audience don't need the text but use it to avoid and not escape everyday life. From this I will have serious work changing my media text from "Distraction" to "Escapism", however I can alter my work as much as I want but as the audience are active and feel the need to use my text for "Distraction"rather than need it for "Escapism" there isn't much I can do.

.

Cultural Studies Approach- This approach attempts to focus attention on the ways Different audiences "read" media texts differently as a result of their socio-economic position.

This is a tricky approach to look at as the focus is about the social context of the audience member and how this might affect the way they "read" the text, therefore I have to ask questions about the audiences backgrounds before I can ask questions about my text.

I couldn't get feedback from all my audience on this topic as I need to go into a lot of detail. So I chose a reasonable amount of the audience and found out about their social backgrounds then I went on to talk about my text.

There are 3 reading positions: Negotiated, Oppositional and Preferred.

After talking to members of my target audience I found that 70% of them chose negotiated reading. They recognised the values being offered by my text as legitimate and accept them in general, but adapt their reading of the text to fit in with their experiences and interests. I was shocked that 7 out of 10 chose negotiated reading even tho I thought it would be the highest of the 3 readings I didn't expect it to be by that much! Thankfully no one chose oppositional reading which shows my work is heading in the right direction in terms of being accepted by the target audience. I think because my media text is so unique that the audience are a bit cautious about taking a preferred reading to it as they might not 100% understand it and that's why negotiated reading stands the highest. But overall I'm pleased with what Ive learnt from this audience feedback and my aim now is to turn most of the negotiated readers into preferred readers and the way I am going to do this is by making my text more clear through using redundant conventions.

Below are to links on cultural capital and the hypodermic needle theory which helped me learn more about my audiences responses, also there are links that helped me on researching audiences, gaining audience feedback and answering this question:

http://en.wikipedia.org/wiki/hypodermic_needle_model

http://en.wikipedia.org/wiki/Cultural_capital

http://www.mediaknowall.com/alevkeyconcepts/audience.html -really helpful

http://www.mediaknowall.com/as_alevel/Advertising/advertising.php?pageID=research- very important!

http://www.aber.ac.uk/media/Students/aeo9702.html

Question 4- How did you use media technologies in the construction and research, planning and evaluation stages?

Bell (2005) suggests "As new technology becomes increasingly embedded in everyday niches, it is common for youth to interact with dozens of digital devices throughout a typical day, and many spend hour-upon-hour learning about and manipulating computer devices such as laptop computers, handheld computers, game consoles, cell phones, pagers and radio audio players"

The danger here is that because we use technology so much we don't register and simply forget that were using it!

Here is a list of the technology I used throughout my coursework and also how/why I used them and whether they were useful or not:

Internet research

• Google images- I used this throughout all my course and used it to look at for research or to collect images for the blog. Its not very important but helps give you a visual idea of something and makes the blog look more "tidy".
• Yotube- I used Youtube throughout all my course and used it to do a lot of research and to upload videos like my main media product. I think Youtube is very useful and important as it allowed me to look deeper into research by offering a vast amount of texts to look at, however I would still be able to complete my coursework without it.
• Specific websites like:

http://www.stopmotionpro.com/

http://www.brickfilms.com/

Sites like these I used when researching and planning. They helped give me ideas on what I wanted to do and expresses the correct way in doing it. I found sites like these very useful as they helped my greatly to complete my main media product and without them I wouldn't have been able to produce the Lego side of my media product.

Blogging- Ive used blogging since day one of my coursework, its mainly been used as a intrapersonal commentary and evaluation. It holds everything including my main media product, my ancillary texts, my research and planning, my ideas. It is basically a mechanical brain that holds all my memory's and thoughts on this course. The blogger has been effective for many reasons including, keeping ideas I can go back to when ever I want, controlling my time management and giving me the opportunity to put all my work "under one roof". Without the blog I would struggle on a huge scale to achieve what I have done as it holds and controls everything I have done in this course so overall I think the blog is very useful.

PowerPoint- I used PowerPoint once which was for the production of my "pitch" back at the beginning of my course. The PowerPoint was useful as I could use it as another source of new technology to add to my work and its easy to use. However I only used it once for a reason, I think a good PowerPoint presentation is too time consuming and its not very important in terms of what I wanted to do so overall I think PowerPoint is pointless.

SLR cameras-still images and stop motion animation- I used the SLR cameras throughout the whole course. I used them to practise and film my Lego sequence. I also used them to take images to go into my treatment and research and planning. These are one of the most important pieces of new technology I used as it allowed me to be creative and film want I wanted to do. Without them I wouldn't be where i am now and would have had to stick to the standard Digital cameras which would change my whole media product. So overall the SLR cameras are very effective and useful.

Lights- I used the lights only when filming and doing photo shoots. I didn't use them much but when I did they were a huge help as they provided me with detail and contrast in the images I wanted. They also played a major role in my Lego sequence as I had to use them to block out Shadow when filming using Lego which was very useful in aiding me to complete that task.

Panasonic video cameras- filming and capturing- These were used throughout all my course mainly when practising and filming. To me personally they weren't as important as the SLR cameras as they didn't have different functions and were very simple. But without them I wouldn't have been able to film the second sequence of my media product with Jordan so they were useful in achieving that aspect of the course.

Photoshop CS2- I used this technology at the very end of my course where I produced my magazine front cover and DVD cover. It was useful for producing the ancillary products as I believe it was the best type of technology to produce them but apart from using it for that part of the course I didn't really need to use it, but it was useful in terms of creating something detailed and containing all the conventions I wanted.

Premiere Pro 2- This in my opinion is one of the most important new technology's I used. I used it in the later stages of my course for editing and creating both parts of my media product with the SLR and the Panasonic video cameras. I also used it to create blogging posts like directors commentary. Using Premiere Pro was a huge strength for me in terms of my course because it gave a me a huge amount of creativity I could use to produce my final media product. Without Premiere Pro I couldn't achieve anything so its one on the most important new technologies I used.

File types- I used file types all the time in my course to change different types of files to another like, avi and jpg. Even tho they don't seem that important on the whole scale of my media product they helped me a lot when uploading videos to the blog and on Youtube etc. I think file types are very useful as they enable you to move work around in a quick efficient way.

Facebook-I only used social networking sites like facebook at the very end of the course as there were no reasons to use it before then. I used it to post my media product and ancillary texts and get audience feedback. This was effective as it worked, but not on a large scale and it can be a huge distraction from the actually media product itself so overall I didn't find facebook useful at all.

I could improve my production if I had new technology's like the iPhone as it has the Internet and apps that could help me with my media texts. It is like a portable blog but is always there which would help me hugely as if I had fresh ideas I could jot them down straight away so I don't forget. Also it is small and would always be with me so I could do work whenever I wanted which would save a lot of time, and time management is not my strongest point so it would be a huge benefit.

Even tho I used a huge amount of technology in my production work I don't believe I suffered from technological determinism. I believe I controlled the technology skillfully to do exactly what I wanted it to do which is illustrated in my media product. However limitations in the equipment and the lack of knowledge effected my creativity as I couldn't use every sort of media 2.0 I wanted so I had to deal with what I had. The equipment that was available to me was a huge help as I knew how to use it and use it to the best of my advantage. I didn't really think the equipment was a hindrance as I was happy I was able to use something! I found media 2.0 most apparent on Youtube and social networking sites like Facebook as you could see all the media being produced shared and distributed all over the world!

Using all this media 2.0 has been an excellent way of mixing technology and creativity together, I have been able to use media 2.0 like Premiere Pro and SLR cameras to be creative as they of so many options to explore and I used this to produce a unique media product which is the "wonder of media 2.0".

Nowadays we are all becoming film makers, producers, directors, photographers, distributors and critics. In 1999 these were all preserve of professionals. Therefore I believe one of the key effects of new media technology is that the line between "professional" and "amateur" has been blurred and distorted.

Looking at originality It is easy to see that new media technology makes it very easy for people to copy other peoples work which is a big danger from a legal point of view. If everyone is so saturated in the works of others, how do we escape the inevitable repetition that will happen as a result?

I escaped the grasp of a media saturated society using new technology like Premiere Pro to create a media product that was unique and hard to follow and copy. However the technology I had which was available was a big hindrance as it was so common and others could use it the same way I did.

I have used media 2.0 to move my work into new directions by using activity and passivity together to produce a media text containing interactivity and making my media product a key term of globalisation.

Below are links of resources I used to help me answer this question and understand the concept of new technology throughout my course:

Resources

http://www.youtube.com/watch?v=ZWNXg7Vt-ig

http://www.theory.org.uk/aboutweb2-0.htm

http://www.theory.org.uk/mediastudies2.htm