Font Styles

After researching an album covers from various artists/ bands I decided that I need my very own font style which I will include in my product album cover. I had created list with different font styles and those which I include on dark red and text shadow I will consider to include in my album cover after matching them with an image which I will decide to include. I made the decision that if I will pick one font I will include it in both my album covers and magazine advert, because the artist/band name is an logo which should stay the same to help in promotion and to make an audience remember the logo and link it with an band/artist e.g. Metallica band has its really own logo which always stays the same, on album covers, posters etc… 
I decided that I will use the Modern No. 20 font style. 

Album Covers MoodBoard

I has designed a moodboard of an album covers from which I will take my ideas on how I want to my own album cover look like. I created an moodboard with use of PowerPoint programme, and also mostly the album covers included in the moodboard comes from alternative rock genre, same as my original song.  I had include bands such as: Muse, Arctic Monkeys, Nickelback, Imagine Dragons, One Republic, Green Day, Killer, Paramore and some others from mixed genre music.

After analysing all of the following album covers I had pick up the fact that the most common thing is the name of an band or artist what is stands out even more than name, title of an album or a song name.

In my opinion this is because the album is promoting the artist more rather than a name of an album as in most cases the title/name come from the main song from the album.

In some album covers we can easily stated who is the artist or a band as the main images of them are shown in the front, however, there are some albums especially in the alternative rock genre music which doesn't present the artist/band image but abstraction, or are designed to look abstractive or unique. 

This gave me an idea to create an artist name/logo which would stands out the most on the front cover of my album and under it I will include the name of the song as my album title. Also, I am planning to make some abstract design images which would be in black and white and colour to check which is more appealing and which matches more with my final product. 

In order to achieved the effect which I planned I will use the Adobe Photoshop with few design programmes. 

Shots List

Shooting Schedule

Test Shots

This video has been edited on movie maker programme and is presenting my initial shooting for #10 visual from my storyboard. After revising this shoot I had pick up mistakes which I had made and now I will evaluate them by shooting the same scene once again.

Whereas, this video also edited on movie maker programme has been shoot in Bilton Park for my #1 visual from my storyboard. However, the biggest mistake which I had pick up is that I hadn't use the tripod and the camera instead of been steady is moving with the flow of my hand. I need to make sure that this mistake wouldn't happen again while I will shoot the rest of the scenes for my music video. 

Also, I had made few more shoots to check the appearance of the location which I had pick up and to practise different types of shots which I am planning to applied into my project.

Weather Forecast for Test Shots

Two-Step-Flow Theory

In 1940, Lazarsfeld, Berelson and Gaudet conducted the first full-scale investigation of the effects of political mass communication.

Their research focused on the 1940 Presidential election campaign and their findings were published in 1944 in The People's Choice after more research had been conducted.

Their research was originally based on the simplistic hypodermic needle model of media influence, whereby it was assumed that a message would be transmitted from the mass media to a 'mass audience', who would absorb the message.

Lazarsfelds investigations suggested that media effects were minimal, and that audiences did not respond to a campaign as such but were more influenced by a person they knew or an opinion leader.

The conception of a 'mass audience' was inadequate and misguided due to individuals having opinions towards a message.

Social influences had a more effect on the process of opinion formation and limited the media's effect. The research found that we are more likely to respond to people we trust and know.

The study by Lazarsfeld et al concluded that only 5% of people changed their voting behavior as a result of media messages.

Our responses to media messages will be mediated through our social relationships, the effects of media messages being limited by interpersonal relationships and group membership. There are some people among the media audience who act as opinion leaders they see themselves and are seen by others as having an influence on others.

Animatic

https://www.youtube.com/watch?v=Q-42PjBFj-o

Representation Theory's

Semiotics:

• Developed by Ferdinand De Sessure
• Studied how language created meaning
• Language doesn't reflect reality - meaning is constructed

SIGNS ------------------ >  REPRESENTATION ------------------- > INTERPRETATION OF SIGNS

Signs:  SIGNIFIER + SIGNIFIED = SIGN

Visual Pleasure + Male Gaze:

• Theory developed by Laura Mulvey
• Feminist Film Scholar - 'Visual pleasure and narrative cinema'
• Argued that female characters were objects for male characters sexual desire.
• The Male Gaze - male characters are 'the barer of the look' which is usually aimed at physically desirable, sexually submissive characters.
• Mulvey argues that spectators watch the films though the eyes of male due to 'The Male Gaze'
• Cinema offers voyeuristic pleasures.
• Women connote 'to-be-looked-at-ness'

Stereotypes:

• Stereotypes are often used as a cultural shorthand when represented by the media.
• Dyer had argued that stereotypes are only used to reinforce peoples differences and singling people out as this stereotype.
• Dyer had also argued that stereotypes are used to represent peoples differences as natural. 
•  EG: Stereotypes about youth represents that they are all wreck less and  irresponsible - giving the brand of 'youth' to everyone.  

Simulacra:

• Theory developed by Jean Baudrillard
• Representation is problematic
• Simulations of realities which don't exist
• Hyper reality - 'a condition in which what is real and what is fiction are blended together so there is no clear distinction between where one ends and the other begins'
• Celebrity images are a good example of this.
• There is no distinction between reality and and representation, only the simulacrum.
• Baudrillard researched hyper reality, noting how humans accepted simulation as reality.
• Realized that many people now couldn't identify the line between reality and altered representation.
• Baudrillard questioned if anything was truly real in the age of mass media.
•  EG: The Only Way is Essex.  

The Marxism

Karl Marx (1818-1883) was a German philosopher who believed that material goods are at the root of the social world.

He said that dominant classes create dominant ideology: how culture is constructed in a way that enables the groups holding the power to have maximum control  with the minimum of conflict.

His theory looks at how society is built in ‘classes’ and argues that lower classes cannot better themselves and that upper class people are the powerful and control ideological views put to society.

He stated that power was held by a minority group known as the ‘elite’ or ‘bourgeoisie’ he said that these people have access to capital and because of this they could use their money and power and keep within their group to make more wealth.

He said that the majority of the population (us) the ‘mass’ or ‘proletariat’ had their labour to help them make a living.

Marx stated because if this industrialisation the elite were the only ones who had access to means of production.

Because the elite help the money and the power it meant that the mass were dependent on the elite, the elite took advantage of this power and to maximise their own profits and accountability they need to get as much labour for as little money as possible.

Because the workers were dependent on the elite for resources and money the elite group needed the mass of people to accept their role as powerless workers.

This basically mean the rich are powerful and have lots of money and the rest of us work for the rich to be able to earn a living, we have to accept their role in society. They use us to make money, if we don’t do it we have no role/purpose.

Mediation of media can relate back to this theory in a way that the people who are rich ‘hold ideological power’ therefore can present messages to the word in ways they want people to be perceive.

The media can control messages and what is shown to give messages about groups of people within certain classes. 

or

The Hypodermic Needle Theory

Hypodermic Needle Theory

Also, known as Hypodermic – Syringe model of communication and referred to us as a magic bullet.  The Phrasing Hypodermic Needle, is by giving the image of direct effect (embolism) and send an message to the individuals. The model is rooted in 1930s behaviourism and is largely considered obsolete today.

In other words, the hypodermic needle theory suggests that we as a passive audience are told what the media wants us to know. The idea is that the media tells us something and we believe in it, without giving it a second thought or even our own opinion.

Also, as a linear communication theory suggests that media messages are injected directly into the brains of a passive audience. It suggests that we’re all the same and we all respond to media messages in the same way.

The concept of "Magic Bullet" or "Hypodermic Needle Theory" of direct influence effects was not as widely accepted by scholars as many books on mass communication indicate. The magic bullet theory was not based on empirical findings from research but rather on assumptions of the time about human nature. People were assumed to be "uniformly controlled by their biologically based 'instincts' and that they react more or less uniformly to whatever 'stimuli' came along"

In the 1930s, many researchers realized the limitations of this idea and some dispute whether early media theorists gave the idea any serious attention at all.

Nevertheless, The Hypodermic Needle Theory continues to influence the way we talk about the media. People believe that the mass media has a powerful effect. Parents worry about the influence of television and violent video games. News outlets run headlines like ‘Is Google making us stupid’ and ‘Grand Theft Auto led teen to kill’. On the surface, events like these seem to suggest that the media can have a powerful influence on audiences.

Moreover, this theory can be easily applicable to the music videos in many different ways. One can be that the females look at female singers such as Rihanna or Beyoncé, and aspire to look like they are in their music videos. Also, this could be related to the relative deprivation. The main concept of the most music videos is sex and sexuality of it and what is presenting. This could possibly affect men behaviour forward the women e.g. treat them like an objects in the reason that they see it in the music videos and they might thought that this is appropriate to act as a “bad boy”.  This suggestion can be related to Laura Mulvey’s Theory of the male gaze.