Video Basics 4Video Basics 4Production ProcessProduction Process

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Purposes for Using MediaPurposes for Using Media

Make people feel somethingMake people feel something

Help people learn or understand somethingHelp people learn or understand something

Help people to do somethingHelp people to do something

When watching media…When watching media…

You must understand:You must understand:

Who created the message…Who created the message…

for what audience…for what audience…

for what purpose…for what purpose…

Defined Process Message Defined Process Message (Desired Effect)(Desired Effect)

Jump directly from the basic idea to the Jump directly from the basic idea to the desired effect.desired effect.

Basic Idea -------------------> Desired EffectBasic Idea -------------------> Desired Effect

Medium RequirementsMedium Requirements(Cause)(Cause)

Medium Requirements -----> Desired EffectMedium Requirements -----> Desired Effect Content ElementsContent Elements Production ElementsProduction Elements PeoplePeople

Actual Process MessageActual Process Message

The Message is developed through the The Message is developed through the phases of the production and is delivered to phases of the production and is delivered to the target audiencethe target audience

PreproductionPreproduction Production Actual process MessageProduction Actual process Message PostproductionPostproduction

Cause -----------------> EffectCause -----------------> EffectEffect Effect

Decide on An ObjectiveDecide on An Objective

This can be restated as you Process This can be restated as you Process messagemessage

Define a Target AudienceDefine a Target Audience What you want the viewer toWhat you want the viewer to

Learn Learn Do Do FeelFeel

What is Your Angle?What is Your Angle?

Your unique approach to the storyYour unique approach to the story HookHook

Know Your Target AudienceKnow Your Target Audience

Research to determineResearch to determine Demographic InformationDemographic Information Life styleLife style Psychographic DataPsychographic Data

Target Audience forTarget Audience for

Over the Air or CableOver the Air or Cable

Corporate or InstructionalCorporate or Instructional

Define Content and AngleDefine Content and Angle

Information Gathering phase should provide Information Gathering phase should provide a way (angle) for presenting the materiala way (angle) for presenting the material

Will this be possible given:Will this be possible given: Money availableMoney available Time availableTime available

Creativity must be tempered by available time and Creativity must be tempered by available time and moneymoney

Determine Technology and Determine Technology and People RequiredPeople Required

Equipment and FacilitiesEquipment and Facilities On locationOn location In a StudioIn a Studio

PeoplePeople

Producer, writer, Director… ?Producer, writer, Director… ?

What Matters in the End?What Matters in the End?

How close is your actual message, as How close is your actual message, as perceived by your target audience, to the perceived by your target audience, to the defined process message?defined process message?

How will you know this?How will you know this?

You must Evaluate You must Evaluate

Formative: Continually check in each phase Formative: Continually check in each phase to see if the previous step is adequate to to see if the previous step is adequate to allow you to proceed or back up to improve allow you to proceed or back up to improve

Summative Evaluation: A final evaluation of Summative Evaluation: A final evaluation of the finished product and the actual effect on the finished product and the actual effect on the target audience the target audience

Difficulty of Determining SuccessDifficulty of Determining Success

The larger and more dispersed (via mass The larger and more dispersed (via mass media) the audience the more expensive media) the audience the more expensive and difficult it is to determine a true and difficult it is to determine a true Summative EvaluationSummative Evaluation What does a rating service report?What does a rating service report? More possible with a smaller more specific More possible with a smaller more specific

audience audience

Getting Started by Generating Getting Started by Generating IdeasIdeas

BrainstormingBrainstorming A group process or individualA group process or individual Suspend judgementsSuspend judgements Be positiveBe positive

ClusteringClustering

Visualizing connections Visualizing connections

Can be used in a group or individually Can be used in a group or individually

Brainstorming ExerciseBrainstorming Exercise

1. Parking on Campus1. Parking on Campus 2. Walmart in Community yes/no2. Walmart in Community yes/no 3. File sharing and copyright pro/con3. File sharing and copyright pro/con 4. Commercial product or service4. Commercial product or service