Creativity

“The making of the new and the rearranging of the old” (Bentley, 1997).

Bentley: At AS, I have created a new horror film opening which hasn’t been made before. I have used the generic conventions of the horror genre in order to create this opening.

At A2, I created my own music video. I used the generic conventions of the pop-punk genre to make this music video.

I have also created my own digi-pak and adverts at A2 which are original and unique.

Does the work you produced for your AS and A2 projects count as creativity? Why/Why not?

The creation of bringing something new into existence“…this particular understanding of creativity involves the physical making of something, leading to some form of communication, expression or revelation”. (David Gauntlett 2003)

Gauntlett: At AS, through my horror film opening, I was communicating a narrative to my audience. The way in which I communicated my narrative was through a variety of generic conventions from the horror genre.

At A2, I was communicating ideologies of the pop-punk genre through the use of the song, the performance of both my actors and performers and the lyrics used. I also communicated ideology through using generic conventions of the pop-punk genre such as shooting the band performance in a garage.

According to Gauntlett’s definition of creativity does the work you produced for your AS and A2 projects count as creativity? Why/ Why Not?

Creativity involves thinking or behaving imaginatively.

The imaginative activity is purposeful – set against or defined by a meaningful objective.

The processes must generate something original.Paul Roberts (2006)

Roberts: The purpose of my work at A2 was to sell my music video and to promote it to my target audience through creating my own digi-pak and advert with photographs of the performers featured in my video.

At AS, the purpose of my work was to create a 2 minute movie opening, for the horror genre.

According to Robert’s definition of creativity does the work you produced for your AS and A2 projects count as creativity?

Why/ Why not?

Creativity and the Set Brief

At both AS and A2 the set briefs allowed us to be creative with little restraints. However, at AS there were some restraints placed in our preliminary task as we were told what we needed to shoot. We weren’t told what to do at A2 though, allowing us to use our creativity to its full potential.

In both years I stuck closely to the generic conventions due to the fact I wanted people to know what they were watching and did not want to confuse my audience.

I would say that I have expanded upon generic conventions of the genres I have chosen to create videos for. I didn’t want to challenge any generic conventions as I felt that this would confuse my audience and put them off from watching the rest of the video. I felt it was important to stick to the generic conventions of each genre so I could establish them as genuine products of the genre.

Did your set briefs allow you to be creative? If so how?

Did the set briefs limit or constrain your creativity? If not, why not?

• You could talk about media language – how did you use generic conventions/microelements to be creative?

• Did you expand upon, or consciously reject generic conventions?

“If creativity is not inherent in human mental powers and is, in fact, social and situational, then technological developments may well be linked to advances in the creativity of individual users” (Banaji, Burn and Buckingham, 2006).

Creativity and Technology.

Digital technology helped with the creativity of my work as I would not have been able to shoot or edit my work without it. However, there are certain aspects of my A2 and AS work which did not require the use of technology such as creating a narrative and drawing a story board for my work.

How far do you think this was true in your coursework?

How I have been creativeIn the boxes below bullet point how you have been creative.

AS A2