Textual Analysis & Representation
Component 2A: Textual Analysis & Representation worth 25% of final mark!
Learning Objective:
to explore media 're-presentation'
By the end of this unit you will have:-
- reviewed and explored symbolism and metaphor (AO2) (C1/C2)
- created a cheat sheet for camera shots, angles and movements (C1/C2)
- practised extract analysis at micro and macro levels (C2)
- begun developing a sense of branding (AO3) (C1)
- commenced designs on production company logo and animation (AO3) (C1)
Textual Analysis & Representation
Advanced level: ‘deconstruct’ at a micro level (frame by frame, camera angles, movements, shots, POV, edits, transitions, dialogue, music, sound effects, lighting, costumes, props) & macro (how sequence overall represents people, events, places, themes, how portrays sense of ‘reality’)
Three stages of analysis:
1) Analyse MICRO elements
2) Conclude from MICRO elements a range of MACRO representations
3) Consider how different people might respond to these representations
MICRO ANALYSIS: CAMERA SHOTS, ANGLES & MOVEMENT
TASK: create a cheat sheet using CANVA
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MACRO representations and differing interpretations
SYMBOLISM
This is a tie (d_ _ _ _ _ _ _ _). Males wear them to work (s_ _ _ _ _ _ _ _).
Ties suggest power and wealth (c _ _ _ _ _ _ _ _ _). Without one, men cannot gain true respect in the workplace (s _ _ _ _ _ _ _ _).
What connotations are there with each of the following images? Think beyond the denotation to the signifier and the signified.
What single image would you use to symbolise you and your status as a media student?
METAPHORS
Using LEGO, create a model that represents you. You can use ideas from our symbolism discussion.
You will have 48 hours to 'sit' on your design, after which time you can make any changes.
Be prepared to share and explain your final representation. Document all versions and reasons for changes on your blog.
Extract Analysis
Learning Objective:
practise extract analysis at micro and macro levels
Success Criteria:
- work as part of a team to develop an overall understanding of how meaning is created in an opening sequence (C2)
- craft a well-organised essay with plenty of close reference to the text and examples from all micro elements (C2)
The ability to 'read' media texts beyond their literal meanings is an essential skill for
C2A: Textual Analysis & Representation.
AO2 requires you to apply knowledge and understanding to show how meanings are created when analysing media products and texts - which we are going to do in the extract analysis of an opening title sequence.
Level 5 (the top band) requires you to apply this knowledge and understanding in your finished product (film/magazine) as well as create an excellent sense of branding - which is the final part of this unit.
Level 5 (the top band) requires you to apply this knowledge and understanding in your finished product (film/magazine) as well as create an excellent sense of branding - which is the final part of this unit.
Use your understanding from our work so far on micro and macro elements, as well as symbolism, signification, connotation etc. to closely analyse a media text.
ASSESSMENT CRITERIA
| Learn more about the title sequence design on Art of the Title |
Mise-en-scene: Props, Setting and Actors Abu, Amna & Joyce Mise-en-scene: Special Effects, Lighting and Colour Adriana Camera: Shots, Angles and Movement Mahmud Editing Lujane Sound: Abby, Rica Overall narrative: Sublah, Maytha |
Napoleon Dynamite (US, Hess, 2004)  What kind of people are being represented in this extract?
How is that meaning created?
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Essential Essay Elements
THEORY INTO PRACTICE
Learning Objective:
to apply knowledge and understanding of how meanings are created
Success Criteria:
- work as part of a team to storyboard, film and edit an opening sequence in the style of Napoleon Dynamite
| TASK | Production Crew 1 | Production Crew 2 | |
| 1) Watch the opening sequence making careful notes about what is in each shot 2) Decide on roles for each member of the crew. You will all contribute at every stage but you might want to make certain people responsible for managing certain areas. For example: - Director - Camera - Editor - Artistic Director: Props/Set Design |
3) Storyboard your own version to match the style of the original
5) Post the finished video to our YouTube Channel. |
Maytha
Abby
Sublah
Joyce
Mahmud It MUST:
- have ten shots - use the same angles and transitions - be two minutes maximum - represent a particular group of people |
Rica
Lujane Abu Adriana Amna It MAY: - use different items - have a different soundtrack |
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Write a critical reflection outlining this process. Include the video, images, storyboard etc. on your blog along with a detailed post outlining your part in the production of the opening sequence. Include each step of the project with LOTS of specific examples:
- analysis of original Napoleon Dynamite opening
- individual micro analysis (what area did you focus on: camerawork/editing/sound/mise-en-scene)
- collaborative writing (topic sentences from your micro notes, shared essay outline)
- group planning, ideas, storyboard production
- filming, editing
In preparation for the final critical evaluation, address the following questions:
1. How does your opening use or challenge conventions and how does it represent social groups or issues?
2. How does your product engage with audiences?
3. How did your production skills develop throughout this project?
- issues and problems and how you overcame them- what you are proud of and what went well
- what surprised you about the process
- what you have learned most and will need to remember for future work
4. How did you integrate technologies - software, hardware and online - in this project?
You will be assessed with the following criteria.
BRANDING
Learning Objective:
to create a company name and logo
Success Criteria:
- use knowledge and understanding of how meanings are created to develop a sense of branding (AO3)
- devise a production company name and design a logo (AO3)
What is Branding?
Watch these videos and make notes.
Think back to your LEGO metaphor and share your branding logo ideas - are they enough?
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You will follow these steps to success and develop a clear brand identity with a company name, logo and animation.
Your company name and logo will express your brand identity through shapes, fonts, colours, and/or images.
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Knowing other famous logos can also give you a great insight into what makes a good design.
Be careful with taking examples from old logos (far left), which are very sophisticated and busier and contain more details than modern design (left). These older designs are still used because of their historical meaning rather than their design aesthetic.
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ANIMATION
Your film opening will need an animation of your production company. Here are some tips for making a good logo animation:-
- Think about what the company stands for, and how to portray this in the animation
- Start the animation by not giving much away. Make the viewer want to see more, then reveal the logo piece-by-piece.
- Keep it under 10 seconds. The shorter the better.
- Most intros end with the logo on a black background. It’s not a rule, but if you want to keep it consistent with the industry, it’s a good idea.
- Spend time building a quality sound design. Bad sound can ruin any good visual.
Watch these videos of some example production logo animations.
Note down the examples you like and what it is you like about them.
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Make Your Own!
| Here is a video about how to easily create animations using PowerPoint/KeyNote |
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Blender is free software that can be used to create a professional logo animation. Here is an example of what can be created. |
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1) Add your finished logo design and logo animation to your blog.
2) Write a detailed, critical reflection of what you did in the design process, including any revisions, problems and changes you made. Make sure you refer to examples you used as inspiration as well as the meaning you wanted to create and how you went about achieving your brand.
3) You will be assessed using the criteria below.
Credits: http://www.filmmakingstuff.com/design-logo-filmmaking-business/, http://www.blenderguru.com/tutorials/how-to-create-a-professional-logo-animation/, Mathilda Fairbrother,