EVALUATION: What to include in your ‘creative’ evaluation

You should be getting on with your productions this week and have footage ready to edit on returning from half term. Once the production is complete, you are required to evaluate it.

The production must be accompanied by an individual evaluation which 

explores how the production has been informed by the research undertaken 

into the relevant media concept. 

(c) Evaluation 

The evaluation can be produced in any appropriate form such as: 

• a discursive essay (with or without illustrations) 
• a digital presentation with slide notes (such as a PowerPoint) 
• a suitably edited blog.  

MS3 (your coursework) is marked using these assessment outcomes:

A02 Apply knowledge and understanding when analysing media products and 

processes, and when evaluating their own practical work, to show how 

meanings and responses are created. 

AO3 Demonstrate the ability to plan and construct media products using 

appropriate technical and creative skills. 

A04 Demonstrate the ability to undertake, apply and present appropriate research. 

As you have been informed, candidates are required to submit: 

• a research investigation (1400 – 1800 words): 45 marks 
• a production (informed by the investigation): 45 marks 
• a brief evaluation (500 – 750 words): 10 marks 

Each of the three pieces of work will be assessed separately and then combined to achieve a total mark for the unit. (MS3).

Here are the things that you need to consider when writing you are your evaluation:

Music video candidates:

1. In what ways does your media product (music video) use, develop or challenge forms and conventions of real media products?I have followed / challenged / used and developed Goodwin’s principals. This can be seen in:

(a) Genre characteristics (eg stage performance, dance routines for pop etc.) 

Narrative? Performance? Concept?
(b) Establishing a relationship between music and visuals and lyrics and visuals 

(I have illustrated them / amplified them / contradicted them) remember to consider your target audience here. As discussed, a younger target audience may not get abstract disjuncture.
(c) I have used close ups of the main artist and / or star image motifs which is a convention that music videos have due to the demands of the record label using the star’s image to brand the music etc. ….
(d) There is frequent reference to the notion of looking and voyeurism in my video, seen when…
(e) I have developed a visual style and brand identity through the matching of typography and house colours etc.
(f) I have included some intertexuality references (to film/video game / TV / other music videos etc)
(g) The type of editing used includes fast cut montage effects which is typical of the music video genre etc.


2.
How did you create your brand identity
- House colours?
- Typography?
- Star Image motifs?
- Genre characteristics to represent the genre of music?
- Use of images?

3. What did you learn from your audience feedback?
Consider your target audience questionnaires.

4. How did you use new media technologies in the construction and research, planning and evaluation stages?

Movie Editing Software
- Effects created using iMovie – options used on iMovie.
(eg. precision editing to create lip-synching / colourisation / graphics)

Weblog (blogger.com)
- Used as an online diary to document decisions made / changes / filming account / post all stages of planning
Canon Digital Video Cameras (and tripod)
- Particular shots used / used to create fast cut montage effects?

Still cameras (HD?)
- To create stop motion effects?

Lighting technology?
- To create spotlighting / filtered lighting?

Any other technologies used?
Ensure you get the credit for using any technology you may have used personally.
Explain how this helped create the effects you wanted / achieved the outcome you intended.
Explain any difficulties you had in using / created the desired effect with the technology.
Explain whether, if you created this project again, what technologies you would use instead? Be specific.