TASK 4 - A director’s commentary on how I used new media technologies in the construction and research, planning and evaluation stages.

New media technology is a broad term that encompass the mixture of traditional media such as film, images, music, spoken and written word, with the bilateral power of computer and communications technology, computer-enabled consumer devices and most importantly the Internet. New media technologies hold out a possibility of on-demand access to content any time, anywhere, on any digital device, as well as associated user feedback, creative participation and communal formation around the media content. It was necessary to apply my strengthening knowledge and ability with such technologies in all stages of the process; whether it be construction, research, planning, post-production, distribution or planning!

The process began researching relating themes to the bands image virally and presenting the proposition on a PowerPoint slide show; both methods a department of new media technologies. Once the idea was in place, we continued to use the internet to research other themes and conventions due to its gargantuan if not endless amount of material. The cameras we used on the shoot were digital meaning we could play back any previous shots taken unlike in our earlier projects such as the ‘Thriller’. Post production consisted of editing the turbulent material into a clean-cut three minutes media text. We used final cut pro as our editing software. This all contributed to the form of the pop video primarily due to the efficiency digital technology applies to the process. We were able to move quickly and cleanly through the editing stage and even the shoot because the technology allowed us to meaning e were given a prominent amount of creative freedom in these stages.

Theoretically in the distribution process, new media technologies would be used because it creates a “two-way dialogue with consumers primarily through the internet”. Being fully aware that the advertising industry has capitalized on the proliferation of new media with large agencies running multi-million dollar interactive advertising subsidiaries, we would choose to conform by activating our own viral advertisement campaign and eventually distribute the media text online on such ‘cyber stores’ as Itunes.

New media technologies contributed to the function of the video by allowing us to reach our creative goals and therefore successfully inform and entertain an audience.