New media technologies are those that have been mainly introduced from the later years of the 20th century, therefore meaning such technologies as computers, internet, cameras, and CD/DVD’s. Being a student of this era, all of these technologies I have had access to in creating my media products.
In the construction stage of my magazine advert, that solely relied on digital technologies such as computers, software (photoshop), the internet and websites to discover and apply new fonts, and cameras to upload photography. Photoshop I have used to merge my photography together and manipulate it by cropping and erasing to gain my final product. This new media has allowed me to acquire polished digital images that can be printed and converted into a hard copy product, and by keeping them digital jpeg files, convertible into creating a video of my final work. Multi-skill tools such as these have allowed my work to be convertible into different formats to serve different purposes (distributable online as images or videos) as well as printable, allowing me to gain audience feedback and distribute in different ways to maximize my audience. Another multi-skilled software program I have used in the production of my music video this time is Audacity. I have learnt sound manipulation skills from my studies of music technology, and therefore am familiar with such skills as normalising, cutting, and editing frequencies to make the sound appear smoother and as if it has not been manipulated at all. I have been able to take the original sound file and cut out segments of the track and quietening frequencies to gradually fade the song back in smoothly once cutting some frequencies out, to shorten the song to fit the time brief and suit the amount of visual footage I have shot for the video. Without these tools to manipulate the track smoothly the quality of the soundtrack would have been changed poorly and would have decreased the quality of the sound file, or if it wasn’t manipulated at all, the song could have been too long to fit the brief. The sound file was flexible and easily imported into premiere elements. This has allowed me to merge the sound track to visual footage to create a video, something without the software would have been unachievable and difficult to convincingly use the lip sync technique with visual and music track, unless the sound track was played during the shooting of the footage, which by keeping the sync of the music track and fluidity of the music track over many shots very difficult.
All this new media technology together definitely shows amateurism, by spending minimum amounts of money to gain industry standard equipment or subsidiary equipment that allows me to be creative and shoot my own productions, edit them, and broadcast the final product. This can also be empowering for a consumer like myself, as it allows freedom to go and recreate real media texts, and voice their own opinions and beliefs by challenging existing conventions of media texts, and broadcasting them to an audience. This is placing empowerment onto the media audiences and providing them with tools to be creative and multi-skilled with the combination of technology to shoot, edit, broadcast and document. One of the ways it could get broadcasted is via the internet.
The internet can be exploited as a community, which I found useful during the evaluation stage when gaining audience feedback on my media products. This allowed me to publish my work and pinpoint my target audience, who can make their comments about what they see. This approach has a sense of the “broadcast yourself” slogan used by Youtube, which in itself does exactly what it says. By gaining audience feedback, my target audiences (by whom I could selectively identify through social networking sites on individual values of my ideal target audience, and was recreated through this) have informed me of what worked well in my music video and what I need to improve on. Now I know that the narrative of the music video makes sense, but to shorten the length of some shots to keep the tempo consistent.
I have become part of this online community by creating a blog page. This is where I have been documenting my work throughout the year. I have found exploiting this new media advantageous during the research and planning stages as just like social networking, opinions can be shared on the work I have done, but also is a convenient place to store all my work and amend it later on. The planning I have done can be viewed in a logical order, and I can show progression of my thoughts and how each stage of planning affects one another in the build up to creating each media project. Technology, such as scanners have helped this planning stage by converting my drawings of storyboards into jpeg files to make illustrations referable to what I have explained through text to back up my ideas. Being part of this community has helped my research by being able to view others bloggers’ pages and being able to take inspiration and comment their posts, and also insert passages from real media texts into my own blog posts, such as images and uploading videos.
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