Wednesday 23 February 2011

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

PRE-PRODUCTION:-
The internet was highly valuable in the research stage of my production task. The advance in technology through web 2.0 has enabled audiences to also be producers and distributors, not just viewers (they have the capability to write and not just read).

Websites such as YouTube and blogger allowed me to access and view other teaser trailers to research, analyse and inform me as to how I should structure mine. Via YouTube I had immense access to film trailers of diverse genres and Bollywood cinema. This medium was an invaluable tool in researching and studying media conventions such as editing, cinematography, lighting, Mise-en-scene, the difference types of shots etc. From this I was able to decided and learn how I would assimilate and reject media conventions in my own product.

The use of Google allowed me to access and find websites such as Yash Raj productions that tend to highlights their ‘forth-coming attractions’ this creates a hype and excitement amongst their audiences before launching the official film website, this advancement in technology has allowed myself another possibility as to how I could create a mega hype and furthermore promote my film. For example ‘Elysha Bakhsh Production’

PRODUCTION:-
While producing my teaser trailer I was given a Panasonic Video camera to use, and the optional use of a tripod. Seeing as I was not interested in creating Hollywood’s verisimilitude (continuity editing, three point lighting, 180 degree rule, perfect sound etc), but more like an independent film or styles that existed in the ‘1960s French New Wave films’




As mentioned in my ‘Audience Feedback’ I chose NOT to use social networking sites to distribute questionnaires. As my actress did not want friends and family to see it- I decided to use the traditional paper method. However when it came to viewing the product by the audience- I linked my laptop to my HD wide screen plasma 42 inch television with speakers to create a cinematic effect; this worked well and was a very effective use of technology-this a can tell from the response of my audiences who were mesmerised by the screen.

POST-PRODUCTION:-

I used iMovie to editing my clips- I was able to split long clips and cut areas not needed. I found splitting clips was really useful when putting the teaser trailer together as there were certain shots I wanted to include in the beginning of a particular clip where the ending was not so good- so I was able to cut the ending out by splitting them. iMoive allowed me to use video effects, I used the fast and slow button where I could fasten or slow down certain areas in the trailer. I had a slow effect in the beginning for a grand entrance of my female protagonist; this was however followed by a faster effect whereby I wanted to create tension when introducing the police officer.


I found iMovie was not ideal for producing teaser trailers as there was a limit to how short I could cut the clip; in teaser trailers certain clips are often extremely short. So I think if I had used a better editing software my teaser trailer, especially the genre of mine would have been much more efficient and intense which was the effect I wanted, this may have hindered my product from being absolutely identical to a real media product. Furthermore, I recognised the limited font choice iMovie, this however was not a big issue to me as the typography I wanted for my title consisted in the option provided on iMoive.

Saturday 19 February 2011

3 )-What have you learnt from your audience feedback?

Audience feedback is crucial in the post-production stage, as without the audiences response and input my product would be unsuccessful. This is affirmed in ‘Audience reception theory’ Janet Stagier states “...(reception theory) is a complex matter, since the way one reacts to a film or interprets it depends upon a number of different factors, such as type of film, marketing strategies, mode of exhibition, nature of the viewer, make up of the audiences, aesthetic consideration and ideological perspective.”

Audience reception has allowed me to reflect and realise how imperative it is for the audience to like your product. Having being hampered at the last moment with a request from my main protagonist who did not wish for the products to be uploaded on social networking sites such as Facebook, Tagged, Myspace and Bebo. I decided to overcome my obstacle by consulting other media students, who had previously done a similar task. Confronted with differing solutions, I asked ‘if given the opportunity to carry out their audience feedback what would they do differently?” The vast majority indicated, although it was efficient and easy to collate; the result through social networking sites was not appropriate as they found the input given was not detailed. Furthermore, as the interviewer was not there the questions were closed- ended and the interviewer was not there to probe and extend answers where necessary. I decided to resolve my problem through arranging a ‘film night’. I invited a group of 20 people ranging from 12-40 years at my house to view my teaser trailer and ancillary texts along with popcorn and refreshments to create the cinematic (womb like) experience.

The make up of the audience was predominantly an Asian audience with five white viewers- although the racial mix was not intentional it added critical, knowledgeable and indifferent feedback; this allowed some of them to identify with the characters and the plot whilst others could not see themselves in the shoes of my protagonists.

This was followed with a debate on British Asian identity and representation in the media; comparing my teaser trailer with other British Asian cinematic texts such as Britz, Baji on the beach and East is East (films that attempt to locate the Asian experience), as well as other Asian film makers working in Britain such as Ismail Merchant, Waris Hussian- who have been accused of not presenting the Asian experience. It was even suggested by a media studies graduate that film makers- like the above mentioned confirmed the West’s obsession “with the Orient and the Exotic” where by films such as ‘Gandhi, A Passage to India and Jewel in the Crown in which the nostalgia of the British Raj is revised and celebrated’.



From the posed question asked about my teaser trailer the pie chart indicates my teaser trailer does reflect a real media product- they added this was through the obvious conventions I used for example the length of no longer than one minute thirty seconds, snippets of the narrative compacted in the trailer, the music, the voice over, the tagline, the typography.

The bar chart shows the audience wanted the voice over to be improved, this however was something unavoidable due to the fact that I recorded it through a camera and not a professional audio software due to lack of resources-If I were to reproduce this work I would use a microphone as this would prevent and block out any other non-digetic sound. In addition the audience also suggested the pace of the teaser trailer was too slow for what the narrative was; this again was a result and restraint due to lack of resources as the software used and available did not have adequate fast pace editing.

The bar graph depicting the audience wish to see the film demonstrates my teaser trailer is successful; people that said they were intrigued were Asian and wanted to see whether I had successfully located the Asian experience in my narrative. Some of the viewers were knowledgeable of the media representation of Islam and liked the way in which my trailer stereotyped the media ideological perspective of an Islamic extremist yet my narrative does not condone this and so the audience wanted to see how I addressed and deconstructed this stereotype in my movie. The people that were not too sure as to whether they would watch it were film goers who give ‘aesthetic importance to a films technique’ rather than the plot.


Sixteen out of twenty said my film poster was very effective and would entice them to see the film as they were all avid viewers of Bollywood. The only white person who was impressed by the poster said it reminded her of well known Bollywood film posters and so by making this connection her expectation of my film would be on par with those films. The other fifteen were all Asian people so related the poster with something they could relate to and were sure the film would locate their Asian experience. The other four were impressed with my Photoshop skills and wanted to see the movie and judge it on film technique merit.



The magazine did not gain a positive response from the audience as they felt it did not give the message that the other two products did. For example it lacked the semiotic message of love, melodrama, tragedy and action the other texts give. This made the audience feel cheated and they felt it was a more appropriate picture for a lifestyle/ home magazine. I agree with the audience but I was forced to use this image due to deadline restraints as my original images were accidentally deleted by a fellow student. I understand the disappointment the audience felt as there was no correlation between the messages the two previous texts suggested.

Tuesday 15 February 2011

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

I feel that my main product and ancillary texts combined to a certain degree work effectively as part of a promotional campaign. As my product is an independent film I did not feel that I had to show continuity across all three texts, which is why I didn’t include all my characters in all three texts. However I did chose to follow continuity my female protagonist (who the narrative belongs to) as she is depicted in all three mediums.


Magazine:-
I chose to use the female alone because whilst doing my research I discovered that the male viewer is the principal voyeur of film magazines. Therefore by using a still of my female character-she was used as an object for male desire and a vehicle to attract potential viewers. Also for the female viewer she can work as a role model, someone young girls want to mimic to attract male.

Poster:- I used both my characters to entice viewers into a world where romance and tragedy will come into play (through my close shot). Also the typography and title will raise controversy.

Teaser Trailer:- In the opening Zara is the first person on screen, automatically the audience she informed that the narrative belongs to her; also this compliments the fact that she has been promoted in all three texts.

Monday 7 February 2011

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

Having studied British Asian identity in our media collective identity unit, I was intrigued to learn about the various media theories; questions raised about identity and issues relating to representation. Said’s Orientalisim states that those who are not white are always represented as the ‘other’. Inspired by this, I chose to resolve my interpretation of British Asian Identity through creating a trailer that would both assimilate and reject traditional media stereotypes and opinions on representation-(British Asian identity).

Use of conventions:-

Although I set out to produce an action thriller genre-(features include: very fast paced clips that can also be acclaimed by the non-diegetic sound plus the deep male voice over Props:- Gun, Bomb blast, leather jacket, black gloves) due to lack of resources and a low budget I was unable to do this so I decided to produce a melodrama blurred with tragedy and a hint of action-(for example, my protagonist wears a leather jacket, there are guns, running, law enforcement and male voice over).

The conventions of melodrama/tragedy features ‘flawed characters’ who often make tragic mistakes. As Bernard F Dick states in his book Anatomy of Film (2002) “... in melodrama the characters represent the extreme of good and evil, chance seems more important than casualty, and the action turns violent or grotesque for the atrical or shock effect”. These characteristics are depicted in my protagonists;
• ‘Flawed characters’:- Zara Khan is driven by childhood trauma and has been brainwashed by Muslim extremists (hence she is flawed as she is following a false interpretation of the Islamic faith).
• The character Hasan Ali is good as he is working alongside the police to combat terrorism.
• The character who plays the extremist is ‘extreme evil’ as she plots a bomb blast to destroy innocent lives.

Furthermore in my production I wanted to represent British Asians not JUST Asians! I wanted to explore what it means to be both; my production piece aimed to depict the perspectives of two British Asians on what they believed to be their identity. The male character considered himself as a British Asian Muslim and the female character considered herself as just an Asian Muslim (her views begin to be challenged as the digesis develops). As suggested by ‘Gokulsing’ in ‘Indian popular cinema-a narrative of cultural change’ (1998) states about ‘Baji on the Beach’ “The film explores the theme of what is central in living in Britain and as the characters reveal, it is not being western or Asian but being both that matters.”




Having an all star Asian cast, and also being aware of the significant impact that Bollywood movies have on ‘diasporic Asians’ and most ‘British Asian film makers’ as the movies are watched widely in Asian households as part of their entertainment and seen as objects that connect them to their homeland. I decided to use two Bollywood films based on the topic of terrorism as my inspiration for my media poster.

Poster one: Fanaa, the characters are very much in love due their closeness, it is giving us intimate detail of their relationship. Also the close shot in Fanna’s poster- (which is the head and shoulder shot that reveals the particular emotions of love). French filmmaker Goddard always claimed “that the close up was invented for tragedy, the long shot for comedy.” The outcome of Fanna can be related to this as the story begins with love but ends in tragedy, pain and betrayal. The director through his poster is making us aware of a love story that is filled with pain and melodrama.

Furthermore the Female Protagonist looks away as she is blind in the film and also in the digesis blind/ unaware to his involvement in terrorism. My female protagonist looks away as a sense of rejection to her lover- you can tell he is her lover from again their closeness. Also to show some sort of tragedy with does actaully exisist in the film.

The title ‘Fanaa’ has two meanings to it; in Sufism (branch of Islam) is means you are totally devoted to God and in terms of love between a couple it also means you are totally devoted to them. The title of ‘Fanaa’-Inspired me to come up with a title for my trailer that was ambiguous too. For example ‘Jihad’ has two interpretations, it means struggle to be a better Muslim, better husband/ wife, lover and better person etc or most commonly interpreted as war. It is often linked as a justification to terrorism.


Development of conventions:-

I wanted to rework the conflict of British Asian representation/ identity, but not necessarily resolve them. I was influenced byPeter Kominsky’s Britz; from a viewer’s point of view this film does not necessary resolve conflict in the film but throws open and allows the audience to interpret who they feel is good or bad and whether legislations and laws are making citizens safer or putting them in peril. This film complements the famous quotation “one mans terrorist is another mans freedom fighter.”

Kominsky with Actor Riz Ahmed





Similarly my film portrays the experiences of two British Asians whose views are opposing. Like Nasima in Britz (being victimised brutally after 9/11) my female character Zara also provides a very human face to the suicide bomber, although lost and brainwashed by ‘extreme jihadist ideology’ due to her vulnerability and childhood trauma (victim of racism and Islamaphobia) she is constantly struggling with her British Asian identity and the audience are left in suspense as to what she is capable of doing.

Asim Siddqui states in the Guardian newspaper, “there have been protests against the drama from unlikely bedfellows: those who feel it sanitises suicide bombing and legitimises ‘Muslim grievances’, and Muslim community elders frustrated at the further negative stereotyping of their community. The manner in which the drama shows the counterproductive nature of ill-thought through MI5 and the police operations...” Although I upheld the dominant and established values in my melodrama, but then challenged them by having the main protagonist in my trailer the option to chose to either go ahead with the plot to kill thousands of innocent people or work alongside her lover to eradicate stereotypes of Muslim Asians in Britain and Islamaphobia.

Some theorists argue, ‘as producers, we can use representation to our advantage; some do so positively whilst others use it as a way to reinforce negative stereotypes and create prejudice tension’. Richard Dyer (1993) in ‘The matter of images’ states: “How we are seen determines in part how we are treated; how we are treat others is based on how we see them; such as seeing comes from representations.In a globalised media subject, particularly after 9/11, the issue of ‘Diaspora culture’ and communities is not a subsidiary interest but one that is essential to western geo-politics, as well as the media and cultural economy”.

I wanted to challenge the negative stereotypes often linked to British Asians Muslim especially British Asian men who tend to be represented as Islamic terrorists so I decided to represent them in a good light where my main male protagonist works alongside the police in order to stop any forthcoming attacks and help prevent terrorism. I wanted to demonstrate why and what would lead someone to become a terrorist. I wanted the non-Muslim audience to understand something of what it feels to be a second generation Muslim in Britain today


Challenges of Conventions:-

In media terms ‘subversion refers to changing the meaning of a sign or convention in a way that goes against the way it is traditionally accepted either by the meaning or use’. Therefore challenging media conventions is to break rules that are traditionally accepted.

• In terms of my production; it is an open ended narrative unlike a Hollywood narrative, where the ending always has a closure-my film will leave the viewers with several questions about the outcome of the climax and the fate and future of the main protagonist.
• Marketing strategies: title is controversial; assumes violence straight away through its ambiguous title and through Malcolm X’s tag line “By any means necessary,” that is often interpreted by people as a promotion of violence.
• Also I challenged the stereotype in my mise-en-scene by dressing my female protagonist in westernised clothing and defying the common belief and media stereotype that “the hijab is an icon of Islam and associated with terrorism”.

Wednesday 12 January 2011

Poster-Typography...


I was finding it hard to decide on whether to use the white text for the cast's name or the black text:- but I then decided that the white text stand out greater than the black texts- plus as Sabrina is wearing a black top and her name is not as visible as I wish.