Tag Archive | artefact

FOR ASSESSMENT *360MC Memory Artefact – Research

As there are no obstructions for this artefact, I have created  my own; I have to have three theories behind my piece one for each theme (spectacle, power and memory).

Theories:

*Spectacle;

4 ‘The spectacle is not a collection of images; rather, it is a social relationship between people that is mediated by images.’ Guy Debord.

As my spectacle will be an object that is easy for the contestants to relate to either through childhood memories or experience, for example a cuddly toy will be memorable as it may trigger a memory of their favourite childhood toy.

*Power;

‘The id is a primitive part of the personality that pursues only pleasure and instant gratification.’  Freud’s concept of personality.

The power in my piece will be the power of the mind, that being the power of  ‘want’, which will be the prize/reward upon winning, but also the power of being triumphant.

*Memory;

The game and idea itself comes under Frederick Jameson’s theory of  ‘Pastiche’ “a world in which stylistic innovation is no longer possible, all that is left is to imitate dead styles, to speak through the masks and with the voices of the styles in the imaginary museum.”

The imitation of the ‘Generation Game’ and how people remember and also what they remember.

I have researched into the Generation Game as this is what my idea is based on.

‘The Generation Game was a British game show produced by the BBC in which four teams of two (people from the same family, but different generations, hence the title of the show) competed to win prizes.

There were always eight competitors, hence the catchphrase “Let’s meet the eight who are going to generate” used in earlier series by Bruce Forsyth. The couple that scored the highest went through to the final ‘conveyor belt’.

At the end of the show, one member (or in later series both members) of the victorious team watched prizes pass on a conveyor belt, and then won as many as could be recalled in a set time. A trademark of the show was that a cuddly toy was always among the prizes. The audience would shout out the names of the prizes, allowing the contestants to carry away large numbers of items.’

I will have 8 competitors, however, they will not be related and the only prize available will be the end prize should they be able to name all of the items, and if there is more than one person who manages this then it will be whoever remembered all items in the quickest time.

From watching this video I have an idea of the number of items to have, how many seconds they get to look at them and how many they get to recall the items. There will be no audience to shout things out in order to help, so this will add to the pressure of the contestants and really test their memory.

—————————————————————————————————————–

Bibliography

*’Debord, G. (1967) The Society of the Spectacle, Rebel Press, 2006.

*’Cultural Turn: Selected Writings on the Postmodern 1983-1998′ By Professor Frederick Jameson
http://books.google.co.uk/books?id=8Bug4-ImpzAC&printsec=frontcover#v=onepage&q&f=false

*http://www.makingthemodernworld.org.uk/learning_modules/psychology/02.TU.04/?section=11

*http://en.wikipedia.org/wiki/The_Generation_Game

*https://www.youtube.com/watch?v=60lbIgq-9CU&NR=1&feature=endscreen

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FOR ASSESSMENT *360MC Spectacle Artefact – Evaluation/Reflection

Final Spectacle Artefact

Overall I think this artefact has challenged me mentally more than physically as I had to think a lot about being within the brief, and one of the obstructions in particular was challenging as we had to draw from the theories of either Guy Debord or Baudrillard and when reading them I felt like they were going over my head and I wasn’t quite grasping their meanings. Once I had an idea I read through the theories again and fit my idea and three of the theories together which was a revelation as those theories suddenly had more meaning than ever in regards to my idea.

I managed to produce something that I think is engaging despite having the set back of not being able to add in my eyes what was going to be the best part of my piece which was the parody. I have learnt so much through the process of this piece as if I had not filmed my original idea when I did and just relied upon making the parody I would not of had any material to gain feedback for, and I find feedback is essential for me to go away and develop not only my work but myself as well.

I am pleased with my artefact and although I was nervous about showing it because I thought people may have thought it was boring, or too slowly paced, I received positive feedback saying it was interesting, engaging, and the pacing was just right and the only thing to think about was re-framing some of the shots. I was more than happy to hear this feedback and I should have more confidence in my work than I do.

There were some minor problems alongside not being able to film the parody, which was compressing my footage as when compressed it was still too big to fit on Vimeo, I managed to overcome this by exporting the footage from iMovie. Eventually when I looked at the uploaded video it had lost some quality and looked a little grey and grainy, which I then fixed when exporting my new  re-edited footage. I also learnt how to create a codec in compressor for Vimeo as once again when exported my re-edit file was too big and compressor wasn’t able to make it small enough and so I had to find out how to do this manually. There was also some unnecessary time wasted transferring footage to and from my hard drive, but in hindsight this couldn’t be helped.

With this artefact I have again kept to the brief and acted upon feedback I had been given in order to develop my work, which shows my attitude towards bettering myself and my work. I have challenged my mind more than my technical skills with this piece although I have learnt some new technical aspects in post-production, and learnt that it is always a good thing to have a back up plan!

360MC Spectacle Artefact – Process/Development

The process of creating my spectacle artefact has been challenging to say the least as I had a few original ideas, however, every time I looked over them I couldn’t quite make them fit the brief, so I did struggle to come up with an idea that was interesting to myself and the audience but which also fit the brief. After coming up with my Apple idea of transformation overtime I wasn’t quite sure how to make it play with reality, and after seeking some advice I made the decision to take the advice on board and create a possible futuristic Apple product. I wanted to create something that right now would seem a million miles away from invention let along completion, just as the iPhone and all its capabilities seemed to us back when we were all using chunky mobiles with aerials, and so I decided upon a book that when opened would transport you to any destination you so desired, also with the option of having different destinations to choose from on each page, hence it being a book, making it more fairytale like.

So taking inspiration from a fellow classmate and having looked at some adverts I came up with the idea of having the Apple timeline in pictures printed on card and pulled into the view of the camera by a pair of hands making it slightly more mystical as like myself, there is a lot people may not have known about Apple and how it started.

When filming I knew what I wanted to be seen on screen and once set up the process didn’t take long, whilst shooting I also had an idea flash where in instead of just showing all the Apple products that had been purchased by my influential subject I would have them write roughly how much they have spent on Apple concessions, this was a staggering £5500 approximately not taking into account purchases from the iTunes and App store. I thought this would have a great effect as a lot of the products were as Guy Debord says ‘more of the same’ and this visual would reiterate and emphasise that statement.

I did have an alternative idea or potential add on to my piece which was going to be a parody of an Apple advert for my futuristic product, however, even though I had managed to book equipment and a room to do this unfortunately vital equipment that I had booked had not been returned and the room I had booked was suddenly no longer available which meant I had to scrap this part completely as time was restricted even more so.

As the filming was done in one shot it didn’t take long to edit, though I did colour correct some of it which took a bit of time, however, after receiving feedback which was positive, I was more aware that some of the pieces of card were a little of centre and could have been straighter and so I was told I should try and re-frame some of the shots. I knew it would be difficult to match the two different sequences together if there were differently framed shots as the hands may differ in position, so I decided to re-shoot the length of the timeline but keep the shots of the Apple products and the futuristic product the same as they were originally shot separately anyway.

Again re-shooting didn’t take long as I again knew what I wanted and we had already run through it before. This was a much better shoot as I marked where the cards had to go so that they wouldn’t be as off centre as before, which made a big difference. However, when editing I did notice that a few of the cards had slipped and were fumbled about a bit more than originally seen, but I think this is a much better version as the rolling shutter has now gone, the lighting is much better and the picture is no longer as grainy as it looked before.

In conclusion, no matter how finished you think your work is, there is almost certainly room for improvement somewhere, this is therefore why I try to have my artefacts ready for the first initial viewings so that i can gain feedback and work upon my piece.

The Spectacle of Transformation of Apple over time

Before;

After;

360MC Memory Artefact Idea

Today after having our memory lecture I went away and thought about what I wanted to do, this time I want to do something fun and light hearted as memory can be taken quite seriously and I think most people will do something deep and meaning full, and because my other two artefacts have been a little more on the serious side.

I thought about something that was said in the lecture;

*Memory is completely and utterly flawed.
*It is not and never has been reliable.
*No matter how good you feel your memory is..…..it isn’t.

This appealed to me as when I speak to my sister I can always remember things that she can’t but sometimes when others talk to me about a memory I can’t remember it despite exclaiming that I have a really good distinctive memory! This led me to my idea, as we briefly mentioned the ‘Generation Game’ hosted by Bruce Forsyth where in the last part of the show you had a conveyor belt of items which if the contestant remembered they got to keep it.

My idea is based upon this as I know many people will claim that their memory is really good, but how will they perform under pressure? They will be two groups one group will have a long period of time to look at the items and the the other group will have a shorter period of time, and both groups will have the same time in which to name the items. I also want to add the element of spectacle and power within this artefact and so the power I propose will be the power of  ‘want/self gratification’ so there will be a prize for the contestant should they remember all the items within the time period given. The spectacle I propose will be one item in which every contestant will remember, as it will either be whacky or well known just like the cuddly toy from the ‘Generation Game’.

In my artefact I will show a host of  people trying to remember the items and how the added pressure of time can affect your memory.

I will have 8 competitors, and the only prize available will be the end prize should they be able to name all of the items, and if there is more than one person who manages this then it will be whoever remembered all items in the quickest time. They will like the on the show, have 40 seconds to look at the items before they are covered up and then a further 40 seconds in which they will attempt to recall all items.

As there are no obstructions for this artefact, however, you are allowed to create your own I have created an obstacle where I have to have three theories behind my piece one for each theme (spectacle, power and memory).

I will be researching the generation game and into theories of memory, spectacle,and power I will also be thinking about the items I want to use and a prize that will be tempting enough to force people to take on the challenge.

360MC Spectacle Artefact Research

Idea:

‘When we look at Spectacle we think of things that people watch rather than take part, but what if we did take part, what if we were the spectacle? This exact question has triggered my idea for my Spectacle artefact, be it to look at the spectacle of time and transformation over time, in particular the ever famous company Apple and how it has evolved and transformed over time.’

As my idea is based around the development and transformation of Apple over time I have first looked at the Guy Debord passages from which I took inspiration from:

151

‘Pseudo­-cyclical time is a time transformed by industry. The time founded on commodity production
is itself a consumable commodity, recombining everything which, during the period of the old
unitary society’s disintegration, had become distinct: private life, economic life, political life. The
entirety of the consumable time of modern society ends up being treated as raw material for the
production of a diversity of new products to be put on the market as socially controlled uses of time.
“A product, though ready for immediate consumption, may nevertheless serve as raw material for a
further product” ( Capital).’

*The sentence I found most inspirational was ‘The entirety of the consumable time of modern society ends up being treated as raw material for the production of a diversity of new products to be put on the market as socially controlled uses of time.’ as Apple are constantly inventing a product and then building upon it, each time bringing out newer versions and they are  all on the market as ‘socially controlled uses of time’. The extent to which you can entertain yourself on one product is beyond imagination, for example take the iPhone, you use it as a normal phone making calls, texting, but then you have your music, games, social and many more applications and even a personal servant with voice command Siri. You can spend hours in a public place or at home surrounded by people and yet we choose to immerse ourselves into the world of Apple, however, you can use these products to be social when you want to, sharing videos, pictures and social networking.

156

‘Innovation is ever present in the process of the production of things. This is not true of
consumption, which is never anything but more of the same. Because dead labour continues to
dominate living labour, in spectacular time the past continues to dominate the present.’

*Why is it that people buy anything Apple and when a new version comes out they feel the need to buy that too even if they have only bought the version before 6 months prior? ‘Consumption is never anything but more of the same.’ I have chosen a friend of mine to help me with my idea particularly because he is one these Apple consumers and anything new from Apple be it a new product or an update he will buy even if there is minor changes.

162

‘In contrast to the passing fashions that clash and fuse on the frivolous surface of a contemplated
pseudo-cyclical time, the grand style of our era can ever be recognized in whatever is governed by
the obvious yet carefully concealed necessity for revolution.’

*The style of our era is to have anything that is new and up to date ‘in fashion’it is fashionable to have the latest products, brands, styles so that you feel accepted in society or to be the cool one a few steps ahead of everyone else. The last line has Apple written all over it as each time they bring out a new product it is kept top secret and all meetings are under the radar, so that when it is brought out there is a massive uproar and demand for the product.

I have also done some research into Apple as a company:

-There were in fact three founders not two; Steve Wozniak, Steve Jobs, and Ronald Gerald Wayne who left before Apple became big in the public eye.

-Steve Jobs left Apple after creating the Macintosh and returns after Apple Quicktake camera product, this is when employees began to rise again after being decreased, the log changes at this point almost as if Apple reinvents it’self and the iMac is created shortly after.

-The logo has changed four times since Apple was founded now a dramatic change from the original.

I also looked at the products they have made since being Apple Computers and timelines of products from the following websites:

http://www.everymac.com/

http://www.markusehrenfried.de/mac/applehistory.html

http://lowendmac.com/

http://inventors.about.com/od/cstartinventions/a/Apple_Computers.htm

http://en.wikipedia.org/wiki/Apple_Inc.

http://www.apple.com/

This was very interesting for me as I had never known how Apple started or that they did all these other products. I think I have  chosen a good subject as I have learnt about something that is very much a current spectacle as Apple are watched closely by the public eye wondering what other spectacular products they can come up with, will they ever top themselves?

I have also looked ad some of the best Apple adverts made to get an idea of how to transform my futuristic product into a parody Apple promo, noticing that many of them are based on a white background this is something I will take into consideration, when filming.

I also have taken inspiration from the following videos:

This one because I like the idea of the transformation being created just by the hands and shows a mystical side of who is behind the creating and transformations…

…and this one because of it’s simplistic nature, but still managing to get the message across clearly.

When looking at these adverts I also noted the type of music/sound they use and will have to find something similar to match my piece in order for it to be entertaining not only to the eye but also to the ear. I will be looking at websites such as  freesound, souncloud, and danosongs for sources of license free music.

360MC Spectacle Artefact Idea

When we look at Spectacle we think of things that people watch rather than take part, but what if we did take part, what if we were the spectacle? This exact question has triggered my idea for my Spectacle artefact, be it to look at the spectacle of time and transformation over time, in particular the ever famous company Apple and how it has evolved and transformed over time.  Taking into consideration this time around these obstructions, my idea will play with reality, and take from Guy Debord’s ‘Society of Spectacle’:

– You MUST play with reality
– You MUST take your inspiration from one of the propositions in
Guy Debords ‘Society of the Spectacle’ or from the ideas of
Jean Baudrillard (see moodle for links to articles)
– It MUST NOT be a technical exercise- Your starting point should
be an idea, not a technique. You must say something that is
important.
– If you borrow actual content (music, images, film) from other
artists it must be openly licensed or you must have permission
to use it
– No series of still images or found footage.

I plan to have a series of printed pages showing the timeline of Apple, with the last page asking where will Apple be in twenty years and answering this by making up a futuristic Apple product, something that seems unrealistic as the iPhone seemed to us us years ago. I may or may not add a second part where you can see what the product does, which will be to transport you into a different world forcing the audience to think about reality.

I will be drawing from my interpretation of these Guy Debord passages:

151

‘Pseudo­cyclical time is a time transformed by industry. The time founded on commodity production
is itself a consumable commodity, recombining everything which, during the period of the old
unitary society’s disintegration, had become distinct: private life, economic life, political life. The
entirety of the consumable time of modern society ends up being treated as raw material for the
production of a diversity of new products to be put on the market as socially controlled uses of time.
“A product, though ready for immediate consumption, may nevertheless serve as raw material for a
further product” ( Capital).’

156

‘Innovation is ever present in the process of the production of things. This is not true of
consumption, which is never anything but more of the same. Because dead labour continues to
dominate living labour, in spectacular time the past continues to dominate the present.’

162

‘In contrast to the passing fashions that clash and fuse on the frivolous surface of a contemplated
pseudo-cyclical time, the grand style of our era can ever be recognized in whatever is governed by
the obvious yet carefully concealed necessity for revolution.’

360MC Power Artefact – Evaluation

Original – Power – Money   Re-edit – Power – Money Re-edit

The message that I wanted to get across was that others get it easier than some in terms of making a breakthrough into the work industry of top jobs, pointing out that this could be down to money and the royalties that come with it as such like good contacts, I then wanted to relate this to my own field (the media industry) and tried to incorporate images to represent this. Instead of pointing out to the audience that it’s all about money I wanted to make it more subtle and include an element of a deeper thought process, meaning that some could see it was about struggling in life verses those who have an easy ride, not necessarily the rich. I think I achieved this well through my images as I picked simple everyday things and situations that would occur making it easier for the audience to relate to and identify the meaning behind it, rather than just telling them hence the reason for not directly showing money.

Once I had inspiration my idea came quickly and I was able to manage my time well, getting the majority of shots done on one day and editing them the next, and then shooting the rest of the shots and adding them to the edit. Over the course of four days I had shot and edited my piece taking into consideration what music I wanted to accompany it and this wasn’t hard as from my research I had already listened to spoken word music and knew this was what I was going for. The song I chose ‘Problems’ talks directly about money and how it is the root of all problems, this makes it obvious to the audience about the message of money, though without the music you see the message of the struggles of life, so for me conjoining the two made sense.

I had no problems shooting, the only problems I came across was the dropping of quality and exporting from Final Cut with 5D footage, this was soon corrected after a skills session on how to correctly log and transfer 5D footage so not to drop quality and to export it using the correct setting. This all was done once I had re-edited after receiving feedback making the piece look and flow better than it originally did.

I feel I have done well on this piece and really put some thought into it. Technically I have stepped up, using a camera and lenses I had never used before, using split screen and colour correcting and grading in my re-edit. It was challenging filming by myself as I was trying to make it look like everything was from the perspective of either party, which at times was difficult even with a tripod. The feedback I received and the new skills I learnt I really took on board, which helped me decide to go back and do a second edit to make it just that bit more visually pleasing to myself and the audience.

The thing I have learnt the most is not to be afraid to just go and do it yourself, as I am capable and competent enough to and just need to have that little bit more faith and confidence in myself, but not to be afraid to ask for help form others should I need it. Overall as a piece I think it works, in terms of getting a message across without spoon feeding the audience, even if only one message is obtained.

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