THE STORY OF REDBULL – ENERGY DRINK – SPORTS – MEDIA HOUSE

ell_maslow1.gifWhat Brand Marketing Campaigns appeal to

for our desires and needs.聽

GROUP RESEARCH ASSIGNMENT – REDBULL

Investigate how Unknown.jpeg聽 became聽Unknown-1.jpeg

REDBULL MEDIA HOUSE

Who is the man behind this story?

What kind of new drink did he develop and how did he market it?

What role did Extreme Sports, GoPro, and YouTube play in the expansion of RedBull?

How has RedBull contributed to sports & lifestyle journalism ?

 

 

We are Image Makers – The Universal Medium of Digital Photography

Ok Recap

Week 1 – Intro to the realtionship between Information, Technology & Culture

Week 2 – Information 聽becomes Cultural ‘News’ Pre Internet Media Control – Blogging

Week 3 – The Human Interface of Technology & Information – The Evolution of the Screen & the emerging image content on the screen – End user feedback for design of digital devices

Week 4 – Now a more detailed look at image making through the medium of Digital Photography – remember photography is one third of your exam mark聽

 

As content creators we should make a distinction between ‘TAKING PHOTOS’ and ‘MAKING IMAGES’

Here is some research footage for a documentary I am making on this subject. Shot in Rome around the Pantheon

Here is a montage of some Black & White 聽‘Noir’ photos I made in Rome. We are going to study this style in class.

PHOTO …GRAPHY = light drawing聽

ZONE SYSTEM used in Black & White Photography from Ansel Adams

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Background:

One of the first painters to really emphasis high contrast light & shade in painted compositions was the Italian聽Caravaggio.Bild-Ottavio_Leoni,_Caravaggio.jpg

He created many powerful images using聽聽a style of lighting called Chiaroscuro聽that evolved out of the Italian Renaissance.聽

Flipping the color images into black & white reveals this style of intense lighting.聽

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This style of intense lighting has influenced many directors and their cinematographers.聽

It began in the 1940’s in Hollwood with FILM NOIRa cinematic mystery & crime genre featuring :

Cynical Detectives, Doomed Heroes, Femme Fatales ( first powerful lead characters for women actors) and seedy characters living on the shady edge of society.

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In recent times – we can see the Chiaroscuro lighting look in ‘Fight Club’ directed David Fincher聽

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‘The 300’ director Zack Snyder

and ‘Sin City’ with a splash of red color, director Robert Rodriguez聽

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We will adapt this technique for our Photography. It provides a powerful realtionship obetween Light & Shadow in which to compose your images. Without the distraction of color.

Some examples of noir style in Playa.

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A ‘Noir’ Photography Assignment will make up 33% of your future Media Exam Marks.

NOTE : FOR THE CURRENT SEPTEMBER EXAM PHOTOGRAPHY WILL NOT BE ASSESSED聽

YOU WILL ONLY HAVE A SHORT WRITTEN EXAM聽

 

 

 

 

Week 3: The Digital Information / Technology Interface – The Screen – POV – Montage Theory

Since we have been dealing with Exponential Growth check this out:

This week will will look at the interface of Technology and Information in the age of Digital Devices – The Screen

Let us see what has converged here – lingusitcally聽

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Cuniform writing ‘tablet’ – Digital ‘tablets’聽

c1c2e9121521a4489e92e7dde163a8d4.jpg聽Ancient Writing Scroll – ‘We SCROLL down a digital PAGE 聽

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The Gutenberg Bible – notice the vertical aspect ratio

The Aspect Ratio of an image is the ratio of the width to the height. This has been a very important consideration in technology design. Where we have seen biggest change in this is in Movie Screens

images.pngThe most obvious one is from 4:3 to 16:9 in both old movie screens and the first TVs.

images-1.jpegBut there have been many others聽

16:9 is the aspect ratio of most mobile digital screens聽

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Why have designers selected this format?

It has been a compromise on choice between viewing a wide aspect ratio frame and the more square format to display an IMAGE, moving or still. So it has been the rise of the image over text that has dictated the shape of the screen, along with some digital technical issues.

We aesthetically prefere the landscape mode as a viewing frame for images and video.

Why was HD TV formatted with 聽16:9 aspect ratio?

Note : Recently there has been a shift in platform end user preference see here How Snapchat is Challenging Professional Photography聽聽Are we moving to a vertical image images-2.jpeg聽shift?

Why ? Because we scroll up and down vertically on a mobile digital device ? (89 percent of U.S. mobile phone users (144 million people) access news and information on their phones.)

When we begin photography decisions about the aspect ratio of your image frame become important considerations. Hence we have inbuilt cropping tools.

A horizontal format is not always the design for image content.

A Pink Floyd concert video screen is one example I can聽remember.

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While a regular screen confines the amount of information we receive to the content projected, the recent 360 degree digital interface opens up the viewing content because we have access to a 360 image capture. It is all from the same camera POV point of view but now includes a 360 field of vision.

You can now interact within that field of vision. This is signicant and a precursor to Virtual Reality.

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360 Examples :

 

You will need Firefox or Crome to see it in 360 doesn’t load in Safari聽

 

Lets go back to the static 16:9 screen and take a quick look at composing an image within this frame.

Rule of Thirds in Photography and Cinematography

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These compositions are irrelevent in 360 digital interface.

There will be yet undiscovered aesthetically pleasing positions for 360 camera position聽

Introducing George Lucas on Visual Literacy in the film medium.聽

Understanding POV聽 –聽POINT OF VIEW聽

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George Miller director of Mad Max Fury Road has said in an interview that for every dramatic scene in a movie there exists one perfect location to place a single camera.

The challenge is where is that single camera position.聽

Once we have defined the screen frame of viewing as 16:9 aspect ration we have to work within that format to tell a story visually. In video we have to create aesthetically appealing compositions from different POV’s that can be edited into a single visual narrative. This is the purpose of editing techniques.

Editing is about Montage.聽

Before ‘Montage’ Viewers of the film medium saw continuous single POV shots.聽

FILM EDITING began with the Soviets after the first film cameras arrived in Moscow in the early 1900’s

Remember the film medium works because of The Persistance of Vision聽watching individual shots on a screen 24 times per second. This gives the illusion of natural movement.聽Unknown.jpeg

What appears on a screen is not there by accident, individual shots constitute a visual language that is told in Montage form.

Basic cinema shots:

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Class Exercise :

With your camera device produce a 4 ‘photo’ shot Montage ..

 

 

 

 

 

 

 

 

 

 

 

 

Pre Web News Cycle, Journalists & Blogging

 

Last week we began to examine life Pre Internet.

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G Surat .jpeg聽George Seurat 1859 – 1891 ‘Sunday Afternoon on the Island of La Grande Jatte’

We see that Information & Technology share an exponential evolutionary curve –

Progress is Exponential in its Growth.

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We also saw that there was a Universal 聽Information Cycle. Humans are聽wired to be curious about the world around them, we seek knowledge about the聽environment and about each other.

The Information Cycle.

  1. Information is created or discovered 聽– 聽& then considered valuable
  2. Information is stored – to be retained
  3. Information is accessed – to be re used
  4. Information needs to be transmitted or transfered to others – to be shared
  5. Information needs to be received – to be shared
  6. Information needs to be re interpreted accurately – so we can add new information to the cycle

Information becomes a resource commodity when it is perceived to have value. One of the most valuable sources of Cultural Information has developed into what we call the NEWS.

The need to know …

‘What’s going on?’聽

We can trace an early version of the news to Ancient Roman Times with the

Acta Diurna (the daily acts)

The Ides of March 44 BC assassination of Julius Caesar聽

image: Re enactment at Largo Argentina in Rome

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Prior to the explosion of the Social Media revolution a few powerful companies controled all the media, both Publishing & Broadcasting outlets. 聽Pre Internet News was created by media companies as a cycle of information for public consumption.

The TV program called the NEWS was one of the most highly rated shows that was broadcast live. News Media organisations competed for coverage of Breaking News Events.

Notes 1

The News Cycle聽

  1. Selection of an EVENT聽considered to be News Worthy
  2. The News Event was REPORTED by Journalists
  3. The News Event was MEDIATED by Editorial Departments & Corporate Bias
  4. The News was CONSUMED by a Passive Viewing Audience

 

An example of Pre Internet TV program ratings was provided by聽The Nielsen Ratings聽 company. High ratings gave tv programs high advertising value. We will be looking at the role of advertising in pre internet TV later.

Advertising income is the major financial revenue for all pre interent Media Organisations.

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Pre Web News existed as a Media Cycle.

Journalists played a signicant role in this Pre Internet News Cycle

Notes 2

The Who – What -Where – When & Why of News Reporting

5 W’s of News Reporting

Eventually CNN聽became the first dedicated Cable Network Organisation reporting News 24/7. Launched in 1980.

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What the News Media can learn from the Scientific Investigation.

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After the Age of Enlightenmentof the 18th Century, Science became the universal method of aquiring information about the natural world. It followed rigorous disciplines of enquiry.

Notes 3

1. Follow an Injunction (discover through experiment)

2. Apprehend the Data (find & record the information)

3.Seek Confirmation from Scientific Peers (varification of results)

The Scientific Way of Reporting Science Information

2ND CLass – Create your Blog:

Some Old Papalote Student Bloggers

Example of a great blog聽Pablo on Jazz Music

 

2016 Media Studies Introduction 1st term

How did we get from here聽Unknown-1聽(a 70,000 year old piece of engraved Orchre found in Blombos Cave South Africa)聽to 1 minute of information transfer on the Web.

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Part of the reason is the exponential growth of technology

A full 90% of all the data in the world has been generated over the last 2 years.

Every 2 days we now create as much information as we did from the dawn of civilisation up until 2003.

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The next step on this exponential curve of technology will be Quantum Computers聽see short YouTube video for explanation.

Some of the Languages that Mediate or Encode 聽Information.

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Since no one has heard of Fractals here is a short intro on Youtube

Which explains that fractal self similarity is encoded mathamatically into the information of Biology.

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The story of the life of human information –

1. Creation or Discovery

2. Storage

3. Access

4. Transfer or Transmission

5. Reception

6. Interpretation

Whether its lines on a piece of orchre or Web pages online, information is transfered through a聽Medium of some kind. ‘Media‘ is the plural of ‘Medium’ and ‘Media Studies‘ is the examination of the ways in which information is communicated within society via technology and culture.

We will look at the pre internet world first. From 1950’s to the 1990’s.

Publishing & Broadcasting were the 2 main mediums of information & entertainment access, that included

Radio Tv Newspapers Magazines, Film & Music

The most valued component of media was considered the News. We will be examining

the ‘News Cycle’ and its relationship to Advertising as a source of revenue later.

Media companies were controled sources of information production and access. Information was a commodity that was consumed, by a citizen ‘consumer’.

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Note Early Color TV inventor in Mexico by 聽Guillermo Gonz谩lez Camarena

Before Google – Public Libraries used for information access.

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masia iphone.jpeg聽Today a Masai warrior in Kenya has more access to information on a single cell phone than the president of the USA had 25 yrs ago.

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THERE ARE MANY AREAS OF CONTENT STUDY:

1. PRE INTERNET MEDIA & HISTORY OF INFORMATION聽

2.TECHNOLOGY / CULTURE / PSYCHOLOGY OF HUMAN COMMUNICATION聽

3. SOCIAL MEDIA PLATFORMS, CONTENT COPYRIGHT & REMIX

4. MEDIA ANALYSIS / ADVERTISING / BREAKING NEWS EVENTS AND TECHNOLOGY TRENDS / CITIZEN JOURNALISM / NEW NEWS MEDIA OUTLETS

5. WIKILEAKS, SNOWDEN AND THE HACKER MANIFESTO

AND CONTENT CREATION WITH:

THE PRODUCTION AND CURATION OF A PERSONAL BLOG – PLATFORMS WORDPRESS/TUMBLR/WIX/

After school most of the information you will access will come from the Web via a digital device, studying media now will help you access better information to make smarter decisions in life. This course is a preparation for a smarter informed life.

HOME WORK / BEGIN IN CLASS

DECIDE ON YOUR BLOGGING SUBJECTAND SELECT A MEDIA PLATFORM

YOUR BLOGGING INFORMATION WILL BE ‘MEDIATED’ BY YOU, THAT IS TO SAY YOU WILL REPORT A PERSONAL POINT OF VIEW ON YOUR CHOOSEN TOPIC. STRONG OPINION IS ENCOURAGED. I WANT YOUR POINT OF VIEW.聽

ALL POSTINGS WILL HAVE YOUR WRITTEN TEXT AND IMAGES (CAN BE SOURCED) 聽AND WHERE POSSIBLE VIDEOS.聽

Term Exam Assessment :聽

Media Knowledge Written Exam 33%

Personal Blog 33%

Digital Photography Production 33%

Next week we will study the manufacture of the Pre Internet ‘NEWS CYCLE’ and what Journalists are meant to do and how Scientists can help.

 

 

 

Media Assignment

Choose an educational institution you would like to study at, or a company you would like to work for and then find a video that they have produced to promote themselves. Analyse it from:

1. Its production values

2. Its core message

3. What levels of Mazlow’s Heirarchy of Human Needs is it appealing to?

4. What platform has it been distributed from – Website Facebook Twitter Youtube ect

5. Why would you personally choose to study or work at this institution?

NOTE : THIS ASSIGNMENT WILL BE YOUR END OF YEAR EXAM FOR MEDIA STUDIES聽