Discuss technology (U24: P2, M2)
Learning Objective - Understand the products that are produced within and across media industries
P2
Convergence- The interlinking of different forms of information on technology. For example, media content, media companies and communication networks. As the internet has become popular and is becoming more and more popular other platforms are able to come together to preform the same task such as an Iphone and a Laptop can both access social media.
Technical Convergence- There are various different advantages of using technical convergence during the pre production. It costs less and also saves time. Technical convergence can be used to to create a storyboard and location recce etc.
Advertising and marketing - There have been major advancements to advertising and marketing with regards to convergence. QR codes are used by consumers so that advertisers are instantly forced to visit pages that advertisers wish them to see. This is a clear example of convergence as these companies who advertise products make QR code compatible for several different platforms. You can scan a QR code on an interactive billboard using a smart phone, iPad or any other device. Also, if you were to visit a website on an iPhone and then use a separate Apple product, the machine remembers where you have last visited so it uses convergence as a page that you have visited could have an advert pop up. This is used a lot across social media: Instagram and Facebook use the websites you have visited and have adverts pop up.
Pre production is the first phase of three (Pre production, Production Convergence and Post production Convergence). Pre production is the planning and preparation done before producing an advertising campaign.
A tool that can be used as a pre production service is FaceTime. FaceTime is an app that is on Iphone and also Apple laptops and desktops. Using FaceTime allows the project team to have meetings online rather than meeting in real life. The perks of this is that it is time efficient. The project team does not need to meet up in a certain location they are able to log on to their computers and have meetings at any given time.
Another tool that can be used for the pre production of a project is Final Draft. Final Draft is a software that can used on a laptop, tablet and also on a IPhone. Member of a team can use this app together in order to write a script live. All the group members will be able to see the progress and improvements that each of the team members have added to the script. This is an advantage as when one of them members of the team is busy others can continue the work that there is to do. This will also complete the task at a faster rate.
One more tool that can be used for the pre production is Monday.com. Monday.com is a tool that will help to keep a project organised. This is because it has different managerial tools on it such as a Gantt Chart and objectives that can be seen by all of them project team members. This is an advantage as it will allow the group to know their deadlines and so tasks will be completed on time. This will allow the a good progression for the project.
Production is putting together all preparation and filming the project.
A tool that can used for the production is an iPhone. Over the years of the smartphone companies being around such as samsung and Apple the quality of pictures and videos taken has improved a lot. Taking pictures or filming for an advert as now much cheaper with iPhones as it is not necessary to buy a high quality camera. This is because the iPhones quality has improves so much that it is level or even supposed the quality of these devices. Technical convergence has been an advantage. This is because now after filming an advert on the iPhone we are able to directly post it onto social media instead of wiring a camera to a laptop. This is an advantage as it is much more time efficient.
Another tool that can be used is a drone. A drone such as the DJI Phantom will be very helpful in capturing aerial. These drones are controlled by someone using an iPhone in real time. They are able to move the drone and tilt the camera angles at the same time. This device has greatly improved the costs of getting aerial shots as it is not necessary to hire a helicopter and a pilot. Technical converges is used through the use of the drone because as the drone flies up into the air you are instantly able to view what the drive is seeing on an iPhone or a tablet.
One more tool that can be used for production is a DSLR camera. These cameras are able to take high quality pictures and films. They are also able to send footage after a day of filming to a computer over the WIFI. This is a major advantage as soon as something is filmed it is able to be transported to another device where someone can export the footage to the post production. This is very time efficient as it only takes a matter of seconds to send across to a computer to start post production. Technical convergence is used as the DSLR camera is able to send footage as soon as it has been filmed using WIFI on the camera.
Post production is the work done to a film after the recording has taken place. It is the process of using specialist equipment to merge together all production materials to produce a final product.
A post production tool that is used in the modern day is Photoshop. Photoshop enables the editing of a video to be done much faster than editing was done 30 years ago. This is because now with Photoshop you are able to edit a film digitally whereas in the past it was done physically in a lab. Technical convergence has had a positive effect on the film industry as we are able to edit films in minutes rather than spending hours cutting up film strips and putting them back together. We are able to do this digitally with in a few click of buttons.
Another post production tool is Final Cut. Final cut is an app that can be accessed on the computer as well as on the iPhone. Convergence between Final Cut and social media. Videos can be sent directly from Final Cut to social media. This is a positive as in the past it would take a long time to post make an advert into a poster and put it on the street. Nowadays with social media it is easy to run into adverts as they can be shared on social media. Final Cut is an example of technical convergence as editing and camera technology is able to join up with social media.
One more post production tool that can be used is Adobe After Effects. This app is used to create special effects and animations. This programme is able to show convergence as it works along side with Photoshop to create the final product. This is an advantage as it is more time efficient. The two apps are able to work along side each other in creating a final product instead of individually logging on to one and then the other.
M2 - How the industry has used developments in technology to improve advertising and marketing
Hashtags are most commonly used on social
media. A hashtag tends to be a word or a phase after a hashtag. It identifies a
topic that is talked about and it links the user to other people who are
interested in the same conversation. For example, if you type in a clothing
brand you are interested in at the end of a hashtag on social media you will be
taken to a platform in which these items are being sold. This is positive as it
is instant and sends the customer straight to the product that they are interested
in. By having one hashtag for a campaign, it creates interaction and huge awareness for that product and indeed brand. With millions of people using a hashtag, it creates a buzz and something that is deemed as popular. Advertisers use Twitter, Instagram and Snapchat and they rely on hashtags to ensure that their product is successful.
These are last years most popular hashtags that advertisers relied on from consumers, sponsors and endorsers. It proves that using this hashtag whilst posting, it creates instant awareness.
P2
Convergence- The interlinking of different forms of information on technology. For example, media content, media companies and communication networks. As the internet has become popular and is becoming more and more popular other platforms are able to come together to preform the same task such as an Iphone and a Laptop can both access social media.
Technical Convergence- There are various different advantages of using technical convergence during the pre production. It costs less and also saves time. Technical convergence can be used to to create a storyboard and location recce etc.
Advertising and marketing - There have been major advancements to advertising and marketing with regards to convergence. QR codes are used by consumers so that advertisers are instantly forced to visit pages that advertisers wish them to see. This is a clear example of convergence as these companies who advertise products make QR code compatible for several different platforms. You can scan a QR code on an interactive billboard using a smart phone, iPad or any other device. Also, if you were to visit a website on an iPhone and then use a separate Apple product, the machine remembers where you have last visited so it uses convergence as a page that you have visited could have an advert pop up. This is used a lot across social media: Instagram and Facebook use the websites you have visited and have adverts pop up.
Pre production is the first phase of three (Pre production, Production Convergence and Post production Convergence). Pre production is the planning and preparation done before producing an advertising campaign.
A tool that can be used as a pre production service is FaceTime. FaceTime is an app that is on Iphone and also Apple laptops and desktops. Using FaceTime allows the project team to have meetings online rather than meeting in real life. The perks of this is that it is time efficient. The project team does not need to meet up in a certain location they are able to log on to their computers and have meetings at any given time.
Another tool that can be used for the pre production of a project is Final Draft. Final Draft is a software that can used on a laptop, tablet and also on a IPhone. Member of a team can use this app together in order to write a script live. All the group members will be able to see the progress and improvements that each of the team members have added to the script. This is an advantage as when one of them members of the team is busy others can continue the work that there is to do. This will also complete the task at a faster rate.
One more tool that can be used for the pre production is Monday.com. Monday.com is a tool that will help to keep a project organised. This is because it has different managerial tools on it such as a Gantt Chart and objectives that can be seen by all of them project team members. This is an advantage as it will allow the group to know their deadlines and so tasks will be completed on time. This will allow the a good progression for the project.
Production is putting together all preparation and filming the project.
A tool that can used for the production is an iPhone. Over the years of the smartphone companies being around such as samsung and Apple the quality of pictures and videos taken has improved a lot. Taking pictures or filming for an advert as now much cheaper with iPhones as it is not necessary to buy a high quality camera. This is because the iPhones quality has improves so much that it is level or even supposed the quality of these devices. Technical convergence has been an advantage. This is because now after filming an advert on the iPhone we are able to directly post it onto social media instead of wiring a camera to a laptop. This is an advantage as it is much more time efficient.
Another tool that can be used is a drone. A drone such as the DJI Phantom will be very helpful in capturing aerial. These drones are controlled by someone using an iPhone in real time. They are able to move the drone and tilt the camera angles at the same time. This device has greatly improved the costs of getting aerial shots as it is not necessary to hire a helicopter and a pilot. Technical converges is used through the use of the drone because as the drone flies up into the air you are instantly able to view what the drive is seeing on an iPhone or a tablet.
One more tool that can be used for production is a DSLR camera. These cameras are able to take high quality pictures and films. They are also able to send footage after a day of filming to a computer over the WIFI. This is a major advantage as soon as something is filmed it is able to be transported to another device where someone can export the footage to the post production. This is very time efficient as it only takes a matter of seconds to send across to a computer to start post production. Technical convergence is used as the DSLR camera is able to send footage as soon as it has been filmed using WIFI on the camera.
Post production is the work done to a film after the recording has taken place. It is the process of using specialist equipment to merge together all production materials to produce a final product.
A post production tool that is used in the modern day is Photoshop. Photoshop enables the editing of a video to be done much faster than editing was done 30 years ago. This is because now with Photoshop you are able to edit a film digitally whereas in the past it was done physically in a lab. Technical convergence has had a positive effect on the film industry as we are able to edit films in minutes rather than spending hours cutting up film strips and putting them back together. We are able to do this digitally with in a few click of buttons.
Another post production tool is Final Cut. Final cut is an app that can be accessed on the computer as well as on the iPhone. Convergence between Final Cut and social media. Videos can be sent directly from Final Cut to social media. This is a positive as in the past it would take a long time to post make an advert into a poster and put it on the street. Nowadays with social media it is easy to run into adverts as they can be shared on social media. Final Cut is an example of technical convergence as editing and camera technology is able to join up with social media.
One more post production tool that can be used is Adobe After Effects. This app is used to create special effects and animations. This programme is able to show convergence as it works along side with Photoshop to create the final product. This is an advantage as it is more time efficient. The two apps are able to work along side each other in creating a final product instead of individually logging on to one and then the other.
M2 - How the industry has used developments in technology to improve advertising and marketing
QR
codes
Cookies
Cookie is a small piece of data sent from a
website and it is stored on the users computer. The computer will be able to
store the data of what the user has recently searched. If they were looking at
an item of clothing that exact same item will be advertised on the social media
of this person. It could alos come up as pop up ads on different websites that
the person visits. One more way cookies are used is by phone. If someone is talking
about a specific product while they are close to their phone, the phone will be
able to hear what is being said and adverts about this product will come up on
their social media. This is an effective way to advertise the product as it
specifically adverts the products that are being talked about our searched by
the person. Also, if you were to visit a website on an iPhone and then use a separate Apple product, the machine remembers where you have last visited so it uses convergence as a page that you have visited could have an advert pop up. This is used a lot across social media: Instagram and Facebook use the websites you have visited and have adverts pop up. This is used a lot for products and even holidays to ensure that advertisers maintain the interest of potential consumers.
Hashtags
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