Social Media Campaign Reflection

 

Social media is the most influential and persuasive platforms in this contemporary environment (Quesenberry 2015). My group produced social media campaign to raise the public awareness and change their attitude in separating waste properly. Piskorski (2014) suggests that the establishment of social media strategy should consider the benefits for both customers and the organisation. For this reason, my campaign mainly prioritises the benefits that the audiences interact and engage with the campaign in receiving useful information. There are three significant points that I have learned from this campaign including collaboration in a group, incorporation of the theories and content design.

Collaboration

Working collaboratively as a team is critically important to achieve the campaign’s goal. There are three key points how my group worked well together – having a common goal, listening to each other and being responsible. Tabaka (2006) claims that the high-performing team comes from respect, courage, engagement, and self-organisation. As I was assigned as a team leader, I hold a meeting at the initial stage to develop the story idea and to set the goal of the campaign.

Group members were preparing to film the interview.

An inclusion of every member’s ideas into the discussion is crucial to generate topic, creativity and to empower each member in participatory decision-making. Carnoy (2016) claims that setting up a goal is important to accumulate the campaign’s reputation. For this reason, my group enthusiastically put strenuous efforts to design the strategy and tactics to achieve the goal.

My group members listened to each other’s opinion and initiatives with full attentions to incorporate into the plan. The group decided to use infographic video as Herhuth (2017) claimed that currently animation becomes more popular for aesthetic storytelling and one of my members suggested to include animation characters citing Hardianto (2013), Phare Ponleu Selpak (2014), and UNESCO (2015) as examples that produced educational infographic videos.

Highly responsible members are the driving forces to achieve satisfactory outcomes. Different tasks were divided based on the strengths and weaknesses of each member. I was mainly responsible for developing the content, and another member focused on aesthetic and technology. Ongoing discussions both in class and outside were held regularly to ensure the efficient work especially clarifying some ambiguous points. University of Sydney (2017) supports that being supportive and responsible members lead to the group’s success. This could leverage the human resources and design different approaches engaging with audiences. However, time management appears to be a weakness. My members summited the assigned task late resulted in a late posting on social media.

Content Development

I was the content developer during the campaign. Developing content creates a comprehensive foundation to develop the strategy for Facebook, Instagram, Weibo, and Blog. Content is much more important than the use of social media channels. Therefore, an extensive research was done to synthesise the key information related to recycling waste to gather a pool of content. As recommended by Schaffer (2013), content development to engage with audiences can be determined through “affinity, weight and time decay (p. 61)”, while affinity refers to the use of network to boost the content. Based on my experience, more audience interacted with my campaign content when I publicised on my personal profile with hashtags. This means my profile can uplift the greater affinity of my campaign and it is seen as an effective tactic to spread out the content. Quesenberry (2015) also points out the important of designing beneficial and entertaining content for audience, which can draw the audience’s attention.

From this idea, I designed the concept of infographic video by integrating various segments to make the audience feel amused and concurrently obtain useful information. Hemley (2013) suggests that understanding and knowing the type of content that audiences want is critically important to design an attainable strategy.

Lisa was designing the characters based on the content design.

I analysed my target audience behaviour in interacting with social media content, and I realised that most of my target audiences want to engage and interact with issues concerning to their daily lives. So, I produced short videos showing an individual correctly throws waste into the right bin in addition to images and infographic videos, which differed from my previous social media campaign (sexual assault) for CMWP in which I designed the content based on the social stigma and stereotypes. This experiment enables me to design the content that matches the audience’s needs and to disperse the communications messages efficiently as supported by Holloman (2012) arguing that utilising existing network effectively connect with audiences. The main understanding from this content development is to classify the core information of the topic and critically understand the affordance and constraint of the social media tools, so the content delivery will massively reach the audience.

Effectiveness of Theories

The practice-based theory has considerably contributed to the success of the social media campaign. The use of spreadable media becomes more valuable and accessible for audiences since they can interact, distribute or design content broadly in this contemporary media (Jenkin et al. 2014). From this experience, my social media tools are beneficial to advocate the campaign messages specially to engage with the audience, which is relevant to the theory of stickiness as supported by Jenkin et al. (2014) explaining that “stickiness broadly refers to the need to create content that attracts audience attention and engagement (p.4)”. However, stickiness appears to work well when I utilised my network on social media only. It is challenging and demanding to get people, who are not my fans, to share their experience or content with my campaign. This appears to be the limitation of stickiness.

One of my friends shared her opinion and photo regarding recycling waste.

The use of existing recycle waste information, video, and news produced by different organizations can possibly enhance the granular content of the campaign. Miles (2013) claims that a medium is regarded as highly granular if it is made up of small parts that are self-contained to the extent that they make sense by themselves (p.74)”. Citing Love9 as an example of using granularity, my group created different content and types of information consisting of mobile videos portraying positive attitudes of throwing recycle waste and images of friends committing to reuse plastic bottle. By doing this, I could increase the granularity on my Facebook page. However, granularity to a certain degree does not promote the campaign if most elements are not self-produced. This implies that granularity works well with the campaign that produces creative and various elements to enhance the content quality.

References:

Carnoy, J 2016, 5 Tips for Running Your Best Social Media Campaign Ever, viewed on 29 May 2017, https://www.entrepreneur.com/article/272231

Hardianto, P 2013, How Can I Help the Earth, Viewed on 10 March 2017 https://www.youtube.com/watch?v=zACy6KsVm8k

Hemley, D 2013, 26 Tips to create a strong social media content strategy, viewed 25 May 2017, http://www.socialmediaexaminer.com/26-tips-to-create-a-strong-social-media-content-strategy/

Holloman, C 2012, The Social Media MBA, John Wiley & Sons, Incorporated, Hoboken.

Jenkins, HFSGJ 2014, Spreadable Media, NYU Press, New York.

Phare Ponleu Selpak 2014,  Reduce Recycle Reuse, Viewed on 10 March 2017 https://www.youtube.com/watch?v=chuPIreQSCQ

Piskorski, MJ 2014, A Social Strategy, Princeton University Press, Princeton.

Quesenberry, KA 2015, Social Media Strategy, Rowman & Littlefield Publishers, Lanham, MD.

Schaffer, N 2013, Maximize Your Social, John Wiley & Sons, Incorporated, Somerset.

Tabaka, J. 2006, What are Collaborative Teams?, in Collaboration Explained: Facilitation Skills for Software Project Leaders, Addison-Wesley, NJ, pp.23-43.

UNESCO 2015, Plastic Waste Never Dies, Viewed on 10 March 2017, https://www.youtube.com/watch?v=0CiF8pU0gAo

University of Sydney 2017, How can we make our group work well together?, viewed 12 April 2017, http://sydney.edu.au/stuserv/learning_centre/help/discussGrp/dg_goodGroup.shtml

 

Personal Reflection

  • Nature of the Project (content, aesthetic, and technology) 

My previous project for CMWP course was about “Stop Blaming the Victim”. The infographic video aims to change Cambodians and Indonesians’ perception who always blame the victim of being raped because of wearing sexy clothes. This common idea is deeply entrenched in the two nations’ society and culture, not to mention other cultural sensitive countries. This has greatly encouraged me and my team member in running the campaign against this rampant issue.

The video content has been generated based on the literature review plus personal experience and knowledge living in the two countries. Having the concrete foundation of the topic enables my team to produce the strong concept video which hits the viewers’ heart. My group decided to focus on how most Cambodians and Indonesians perceive the ladies when they are wearing sexy. This wrong perception has put the blame on the victim of wearing revealing clothes leading to rape.

The initiative of aesthetic for this project was to produce infographic video in order to convey the message because the victim blaming is a sensitive and controversial issue.  By designing the animation to represent the victim and the rapist could project the clear message and more direct to the viewers and it is also cost less and less time-consuming.

The use of the state-of-the-art technology allows my team to produce an attractive infographic video by using Adobe After Effects to illustrate the core message. The short educational video with two different languages version- Khmer and Indonesia-becomes viral across the social media (Facebook and Instagram) as the ubiquitous and powerful tools currently. However, to improve the future project, there should be the technique of designing a better infographic video with a mix of a better song to grab the view’s attention and possibly funny characters rather than the serious character. By doing this, the viewer will enjoy consuming the content as an example of this infographic video. 

  • Social Media Implementation

Due to the limited time, my team did only a two-day campaign mainly on Facebook and Instagram. My team member and I posted the different language version-one is Khmer and another is Indonesian language, on our personal Facebook page and shared it in our community. I have shared the video with the youth group working on violence against women in Cambodia and also tagged most of my friends to engage in the conversation. The most startling is that I gained many Likes and Shares within a few minutes with both agree and disagree reaction. This shows the way of how Cambodians are thinking about the issue.

 

To a certain degree, this project has successfully spread out the core message and raise the people awareness through the way people interact on Facebook both commenting and sharing the video virally. Personally, this victim blaming is deeply rooted in Cambodian society and it has been fading away gradually as many Cambodians are educated. Although my friends who are highly educated, they tend to follow the social stigma by blaming the women, who are wearing provocative clothes.

There are a few lesson-learnt from this project implementation. One of which is the expanding of the campaign duration. It was too short period of the campaign because my team could not finish the video before time. By expanding the duration, this will allow the content manager to interact closely and engage actively with the public, leading to an increase in the public awareness and action taken. Secondly, the use of existing community in my country was limited. The network and relationship with existing social media projects in my own country should be strengthened. The existing materials supporting the topic should be included, which can trigger public participation.

  • The Consideration of Theory

I used spreadability and interactivity theory in my project accidentally. Of course, the video has been spread across social media in order to distribute the content and circulate information to the public. This spreadable media plays an important role in this contemporary media environment, which allows the public to disperse the content widely (Jenkins, Ford, and Green 2013). The interactive theory has also been employed to engage the public discourse via Facebook by expressing their opinion and ideas toward the issue. Interactive media is used to form engagement among the viewers (Rada, Michailidis, Antonios, & SpringerLink 1995).

However, I have not applied the granularity and participation theory into my previous project due to the negligence  and unawareness. Providing the public with space to participate in sharing information, gathering information and creating their own content can uplift the importance of topic as stated in the participatory media. The use of granular can add more important information to the topic and interesting segments for the campaign. For the future project, the combination of a wide range of granularity, participation and interactivity will be beneficial for the public involvement and successful social media project. This shows that knowing theory deeply can contribute to the real work practices.

  • Compare and Contrast the project 

Loy9 is the most famous mass media project about civic engagement in Cambodia which can attract thousand of youths through their TV, Radio program and social media campaign. This has inspired me to run the social media campaign. Due to the artistic, technological creativity and the precise message, I have also adopted a few ways of audience engagement from this campaign.  let’s take a look at the similarities and differences between my previous project and Loy9.

Similarities 

  • Having the same social topic matching the public’s interest
  • Using the spreadable and interactive media methods
  • Producing video illustrating the key messages
  • Breaking down the topic for discussion plus accurate date and facts
  • Responding actively to the public

Differences

  • Loy9 has an extremely active social media followers because of their well-managed promotion and various contents
  • Loy9 has used the granularity extensively making the content distribution become widespread and interactive
  • Loy9 has the different of segments posting on an official Facebook page such as interview, TV, radio program, and viral video everyday
  • My project did not have the official page, but we shared our video on existing communities Facebook page
  • Loy9 has spent lots of money advertising the social media as well as the whole project and has a good collaboration with existing local organisations
  • Loy9 has no infographic video

Having learned the differences between the two projects, I will adopt the doable strategies to improve my second social media project. This, in turn, results in the efficacy of implementing the effective and efficient campaign.

References:

Jenkins, Henry, Ford, Sam., & Green, Joshua 2013,  Spreadable Media Creating Value and Meaning in a Networked Culture (Postmillennial pop Spreadable media), New York: NYU Press.

Rada, R Author, Michailidis, A, & SpringerLink 1995, Interactive media, New York, NY: Springer New York.

Analysis and Reflection

  1. Introduction to Documentary 

The Participatory mode is beneficial for me as a person who wants to produce the investigative or social issue documentary. My strong preference in making the documentary is to reveal hidden information or explore social problems affecting people life rather than filming informative or entertaining documentary about sport, wildlife, culture, or art. This is the reason encouraging me to select the participatory mode for the discussion.

According to Bill Nichol’s seminal book, the participatory mode allows the filmmaker to directly interact with the subject, to involve in the conversation and to point out his/her views. There are two key components in the participatory documentary – interview and compilation – portraying a broader perspective of the topic. The interview is the most important form of encounter between the filmmaker and the subjects, it is not an ordinary conversation, yet it is the in-depth and following up interview. The compilation is the combination of archive footage explaining the historical events or background information. In this mode, the filmmaker is also the subject of the film and involves in the situation to question the sources and engage in the dialogue.

Below is an example of the participatory documentary, which is about the life of Michael Jackson. In some cases, one documentary may require a merging of different modes to explore the problem or the premise of the film.

This type of documentary predominantly fits with the investigative process, any controversial/political/historical topics and the topic requires more in-depth information. This mode is considered to be intrusive, which is completely different from the observational mode. The documentary named Fahrenheit 9/11 “, directed by Michael Moore is the example of the participatory mode where the director appeared in the film and interviewed sources with regard to the attack on the world trade center in 2002.

To provide the accurate and objective analysis of the former president George W. Bush government, Michael appeared on the screen to explore and dig out the critical information from the sources. This indicates that the filmmaker acts on behalf of the audience to reveal the real thought of the subjects. However, the filmmaker may have changed the situation of the discussion or the result of the interview when he/she engages in the conversation. To a certain degree, the filmmaker ideas perhaps influence the interviewee’s answers or opinions. This leads to  an argument in the film produced by Michael whether or not the film is objective or filmmakers’ opinion oriented.

The filmmaker’s involvement can impact the film because his/her perspectives and tendency affect the interviewees and have the power to control and to manipulate the film. For this reason, the filmmaker has to be ethical and respectful to his/her subject while using this documentary mode. This kind of documentary truly matches with my innate ability and passion. This is the mode that I can directly interact and engage with my subjects/sources in order to divulge the hidden information, and I will ensure that my point of view will not have an impact on the subjects.

2. No Direction Home

The opening of the film introduces the artist Bob Dylan, known as the American singer, songwriter, performer and the star, playing guitar and harmonica and singing a song called “Like a rolling stone”, which was the most popular in 1965. After using the live performance of him as the precursor for 30 seconds, the filmmaker introduced the foggy weather covering the forest and extracted the direct quote from Bob saying that “Time you can do a lot of things that seem to make time stand still. Of course, no one can do that.

This appears to be a very catchy introduction of the film. The audience keeps questioning what the conflict of the story and what really happened to the famous artist, Bob. To walk the audience through the film, the filmmaker played another song called “Blowing in the wind” following by the voice of Bob telling about his past how he found the guitar and how it inspires him to continue his passion. The use of archive footage as B-roll was included while Bob was narrating his personal story when he was young and what he found from the recording rap. “The sound of the recorded make me feel that I was somebody else, and then… I was maybe not even born with the right parents or something”. Then the protagonist started telling about the problem he was working with the mining company destroying the local farm land. He then began talking about his father occupation as the electrical staff. This means his background has nothing related to the art or music, but his innate ability and talent bring him in the art industry.

From my perspective, the filmmakers intended to tell us about the life of Bob Dylan and his struggling to achieve his goal becoming the artist. The film perhaps taps into the popular music and culture during Bob Dylan’s period and how he brings his effort to move forward. As an audience, I could guess by just seeing the 2-minute video clip and I believe that the filmmakers wanted to draw my attention to the main topic of the film which was about the revolution of Bob life from being a folk singer and songwriter to the rock style. The film is more likely to cover the controversial issue between Bob and his family since his background is not an artist and the difficulties in trying to be a well-known artist especially being a songwriter and also a singer. It is fortunate enough to learn that the protagonist, Bob Dylan, has been awarded the 2016 Nobel Prize for Literature and he is considered as the first musician who has won this type of award so far. This connects to the film portraying his life and movement to become the well-known musician.

3. Forbidden Lies

It is such a wonderful film clip with a unique sound mixture. It is true that sound is much more important than the visual effects. Let’s me start assuming how the sound was recorded. By excluding the music, I have categorised  the sound into three types in this film, which includes sound effect, ambient sound, and the interview. The sound effect was composed and produced in accordance with the atmosphere and realism of the film. Many sound effects were included to change the mood in the film and to add the tone of the action. The stunning sound effect could be produced by mixing with the sound of the items around us and it can indicate the existent of things appearing on the screen.

This is the second scene introducing by the sound effect from the first scene.

The sound effect was created to dissolve the image from one scene to another scene.

 

 

 

 

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The sound to stop the imagination was used while the music was playing in order to change the viewer’s attention. When the woman was dissolving gradually, the sound of disappearing was mixed in this scene.

The ambient sound was recorded from the different locations and environment. At the beginning of the film, while the music was playing , there was the birds sound mixing as the background. The bird sound may have been recorded in the forest and another dropping sound was recorded to use in the scene where the actress’s scarf dropped off the car.

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The dropping sound was edited to match with the moving image of the scarf falling down which can reinforce the viewer’s feelings.

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The natural sound of people having chit-chat at the Unisex salon was recorded. The recorder might have been placed to capture the actual sound.

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In this shot, the sound of the conversation between the Jordanian journalist and the source was recorded to explain the audience about the issue.

The interview was recorded by either wireless microphone or the boom microphone while conducting the interview with the sources. With the specific technique, tools and comprehensive knowledge in recording the high-quality audios, the interview sound was recorded clearly and sharply.

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The wireless microphone might have been placed on her to record her speaking.

The whole sound clip was edited thoroughly with assiduous attention based on my observation. The process of editing the audio might take a long time to adjust the audio and add transitions and effects. 

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This is the example of audio track editing with many layers in order to make the audio become dynamic. The Photo was taken from this website.

In the video clip, the audio may have been edited by using crossfade transition between the audio clips, fade in and out, adjust and customize the audio transition. The combination of sound effect, ambient sounds, and the interview enables the audio in the film become dynamic to grab and hold the audience’s attention. From one scene to another scene, the audio was mixed with the clear purpose according to the film treatment and script.

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In this scene, the sound of the Jordanian journalist reading the book overlapped with the sound of the actress reading the same book. The audio was faded in and out when editing the audio track.

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While the Jordanian journalist narrating her biography, the praying music was mixed as the background sound. There were two audio tracks in this scene mixing together.

Overall, the audio in this video clip was recorded carefully and edited greatly with many transitions and effects in order to make the sound of each scene become more attractive and energetic. The sound effect was created to fit in the film context and the ambient sound and the interview were recorded to describe the real actions. The most startling point is the way each audio was put together. The impression of the sound mixture has credited the film and allowed the audience to enjoy the visual image as well as the incredible sound mixing.

4.  Mini Documentary

After 12 weeks taking up the Sound and Image course, I have produced the three-minute documentary under the theme “Home”.  Before reaching this achievement, I have encountered countless problems mainly during shooting and editing, yet it has equipped me with practical skills and invaluable experience to remember and use for my future video project. Let’s me reflect on the three stages of my mini-documentary.

Preproduction

During this stage, the success is that my team has consulted with each other clearly about the production design and storyboard before shooting. There were 5 members in my team and each member helps facilitate and coordinate the shooting operation. After the brief discussion, my team has decided to produce a documentary showing the different perceptions of international students coming from Indonesia, China, Philippines, and Cambodia under the them “Home”. My team and I have created the storyboard and questions for the interview. The location was selected near RMIT and B-roll were planned to shoot around the school.

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My team tested and adjusted the camera at the selected location to shot the interview.

Each member has to involve in operating camera and also in being an interviewee, so there was a clear task allocation in the group. However, there was a major problem that my team and I were careless. The memory card was full. It is important to check all the shooting equipment including the battery, headset, camera, tripod, microphone and memory card before starting the production, but my team forgot to do it. Although there is an issue with the memory card, my team still managed to clear the memory and used to film since there was a spare memory card left in the camera bag.

Production

At this important stage, I would say the most successful is operating the camera correctly without having any over-exposed images and background noise. Each member including me was responsible for a specific task before rotating the role to shooting some scenes based on the storyboard.  This time, my team and I have properly set the white balance and checked with each other to ensure that it was the correct one. As a result, all footage is usable with natural color and beautiful frame. Of course, having gone through many shooting exercises, I am more accustomed to shooting video and the foundation of video shooting has entrenched in my brain, which automatically ordered me to shoot different shots and to frame from different angles.  “The more I practice, the more skillful I am”.

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The sound quality was recorded correctly. I found the quiet place with less background noise to conduct the interview, no more construction sound. However, there are some mistakes that I have to be careful in the future. The eyes level of the interviewees did not match with the camera level. It is clearly seen that camera was not set properly with the height of the interviewees.

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The interviewee’s eyes level was higher than the camera because the interviewer was taller and my group forgot to check the eyes level.

Another problem associated with the composition of the interviewees. I did not change the position of the interviewees due to the carelessness.  Below are the example of framing the interviewee on the left-hand side without switching to the right side. It is boring to have only the same frame of the image.

One more important issue to be addressed is the wrong position of the interviewer. The interviewee was framed by leaving the room on the right-hand side, but the interviewer stranded on the left-hand side. Therefore, the interviewee turned to the left, not the right-hand side as the basic rule.

The interviewee turned to the interviewer who was standing on the left, whereas the camera person framed the shot by leaving lots of room on the right. The interviewee should have looked to the right side.

One more noticeable lesson is that the wireless microphone should be hidden below the interviewee’s shirt. By doing this, the image shot is nicer than revealing the black microphone cable.

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The microphone cable appears to be obvious with the pink shirt of the interviewee, making it look not nice in the frame.

Despite minor mistakes, my team could finish the shooting successfully as written on the storyboard. I am satisfied with what my team and I have achieved and I will avoid the same problems for another project and improve my shooting skills to the next level based on the knowledge and experience I have gained from this project.

Postproduction

It is time to assemble the actual footage, adjust the color correction, sound, and music. I started reviewing all the footage and selected the usable footage based on the structure and storyboard of my documentary. I created the sequence for each of the scene for my documentary. Due to the fact that my mini-documentary is a compilation of many interviews answering a few questions related to transportation, language, food of different nationalities, so I have to organise the file neatly and orderly to faster the editing process.

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Specific bins were created to order the file while editing the actual footage.

After ordering files in the folder, I started combining the footage. Based on the previous experience in editing Abstract video, I adjusted the speed and duration of the opening images to faster the speed and I reduced the speed of the image at the end of the documentary. I increased the speed of each image from 100 to 200. The title of each question to introduce each scene was created in addition to the still image of the world map showing the mixed nationalities. The use of video/audio effects and transitions reduced the jump cut from one shot to another and the immediate cut of the sound from the interview. As an example , I applied film dissolve video transition to each image to avoid the jump cut. Another interesting editing expertise is applying color grade into my mini-documentary. At the end of the documentary, I lowered the Temperature and Exposer of the image in order to avoid over-exposed image.

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Even though the image was still over-exposed, it was better than the previous image. The grass became greener as the real one.

The music was also included and faded in and out according to the interview sound. The creation of rolling credit was also incorporated into this documentary at the end of the documentary. Although there are many successes during editing, there a two main problems I would like to address. One of which is the sound of the interviewer interrupting the sound of the interviewee. The voice of the interviewer saying “Yes” while the interviewee answering the question annoys the full answer of the interviewee so it is difficult to get rid of the sound during editing. If it is a participatory mode of the interview, it is fine, but it is not. For the future improvement, I will be careful in recording the sound and train the interviewer to understand the problem. The second major concern is the lack of B-roll footage. It is difficult to edit the interview without B-roll image and this resulted in the less interesting of the documentary. In fact, it would be beautiful to have extra cutaway footage illustrating the transportation or food while the interviewees were talking. From this experience, I will try to collect more B-roll footage or use archive footage to avoid distracting and add value to the film.

5. Color Grade

Why do we have to do color grading? The main reason is to manage the color of the footage aiming to make the image looks as what it should be and add the mood into the film. There are four color corrections in Adobe Premiere Pro including Creative, Curves, Color Wheels and Vignette and there are other functions to explore. You may find more information about color correction from this website.  Let’s take a look at the first image below that I applied color correction.

After

Before

 

 

 

 

 

By watching the tutorial and self-practicing, I came up with an idea of adjusting the above image by decreasing the Temperature and Exposure in the basic correction. The original image was a bit over-exposed and blur. I also turned the Contrast to 12.7 and Exposer to -1.0. The aim of this color grading is to ensure that the main component (RMIT logo) appears to be outstanding and the audience can recognize and it also corrected the white balance and the exposer of the image.

After

Before

 

 

 

 

 

The above image, I slightly adjusted the Sharpen to 20.5 and Saturation in the creative part in addition to the adjustment of the brightness, contrast, and temperature in the basic correction part. The Sharpen adjustment could improve the definition of the image’s edges. In this image, I aimed to correct the color of the scene to match with other scenes especially sharpen the interviewee’s face to make it look more focus.

After

Before

 

 

 

 

 

In this shot, my purpose is to create the stunning background color of RMIT students playing basketball and it could orient the audience to the real location. Fundamentally, I started changing the contrast and temperature to make the image look warm, have ideal light, and beautiful color.  The use of Vignette also made the subject, known as the basketball players, in the image stand out in the scene with the great creative effect. I adjusted the Amount in the Vignette to -0.5, and this also faded the periphery away gradually making the subject become more focus and avoid the unimportant elements in the background.

In conclusion, color grading requires time to practice and understand what the purpose to change the images and how they look like. Sometimes, the correction of the color in the image becomes complex and messy if the producer has not thought of the goal to achieve after editing the image. More often, the producer intends to create an aesthetic appreciation of the image or enhance the image quality. Commonly, the poor quality images are graded color in specific software, but it is not always possible to perfectly correct the images as what the producer wants.  Therefore, it is important to be cautious and careful while shooting to ensure the best quality of the footages.

6. Reflection on the Course

What I like the most of this course is “more practical”. Let’s recap my expectation at the beginning of the course, my main goal is to manage the video production successfully. With a strong commitment and enthusiastic support from the tutor in this semester, I have enormously enhanced my video shooting, editing and management skills. The ability to handle all the tasks in the three stages including preproduction, production, and postproduction has been improved due to many practical exercises.

Regarding the preproduction preparation, I am accustomed to the use of video treatment before shooting now because it helps me sharpen my video topic and shooting plan. Understanding the  basic fundamental techniques to shoot video with different frames and shots enable me to film each scene creatively and more aesthetic although there are a few minor problems. I could operate the camera well especially ensuring the white balance setting up and recording the sound properly. The most importantly, my editing skills by using Adobe Premier Pro has immensely developed because I edited lots of footage. I could understand how to do color grading and apply different effects and transitions in the video especially learn how to edit accordingly.

The best additional knowledge I have gained from this course is to work in the team collaboratively. Forming a production team is slightly different from forming a group to do the assignment. The video production team requires a strong commitment and specific skills possessed in each member in order to finish the shooting and editing successfully. The willingness to help each other in the team has proved to bring over the triumph in producing the video.

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The team spirit has come together while shooting. My team members have not only tried hard to work but also building a good memory together.

Personally, the course has provided me with many video production knowledge and skills which completely fulfill my expectations and this has boosted my confidence in managing the video production. The experience sharing between the tutor and other students have even enlightened and explained precisely during this course. It is such a joyful moment taking this course in this semester and I hope I will utilise all the experience and knowledge for the future project.

 

 

 

 

 

Freelancer, Let’s Try

Since I have been searching for a job during this summer break, I have decided to sign up for an account at Freelancer website. It blows my mind for what I have seen.  I found that this app is practically useful for me as a job seeker, but I am not sure whether I will be hired or not due to my limited work experience. This, however, is the first place to promote me and learn how the job is provided. There are various jobs related to my skills although it is fiercely competitive and the clients are from different status including students, small business owners, and some companies who would like to outsource the freelancers to work on their websites or projects. Most clients in my fields are students and small business owners. Before moving on, you can check my account here.

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This is an example of bidding the project. Anyone can offer the lower price to work on the project and the client will decide to pick up one freelancer.

Basically, my expertise is  journalism and report writing and I used to be the freelancer for the newspaper in Cambodia, but not in Australia where I am living now.  From what I have observed, hundred of freelancing jobs are available but each freelancer has to bid for the project and sometimes he/she is approached by the client directly if he/she has a good reputation. Personally, this app is beneficial for a particular person who is good at promoting his/her work and expertise. However, most Cambodians are not aware of this app yet and I do not think there will be more clients from Cambodia soon since there are limited internet access and knowledge. According to Freelancewriting, there are pros and cons of being a freelancer, but for me, the pros appear to overweigh the cons.  The only problem to consider is whether I have a spare time to finish the task and get the benefit as my expectation or not. Hence, to become a successful freelancer, there are 13 points to consider. Three of which are starting from a small project, setting the price appropriately, don’t be so cheap and finding the specific skill you want to offer. I found these three important pieces of advice are practical for me and perhaps help me promote my skills to be a professional freelancer.

Podcast

Have you ever produced any Podcast? If not, why don’t you  spend sometimes exploring this useful app? Technically, Podcast is all about sound, so you have to ensure that the sound quality is good when it comes to recording. Even though your Podcast content is exceptional if the sound quality is worse, no one listens to your Podcast. Today, I am sharing you my personal reflection on the processes of designing the website and this is the first podcast I have produced. Honestly, I am a bit embarrassed hearing my voice, but I have to give myself a try.

 

 

 

 

 

Peer Review

  1. Cyber Bullying 

The Cyber Bullying project is quite interesting. The content of the project has been synthesized and generated well. I really appreciate the hardworking of the group members. I could see that there are many interesting messages incorporating into the video to raise public awareness pertaining to cyber bullying. This indicates the precise information and the flow structure of the video, which can hold the audience’s attention. The video consists of the artistic design with funny and adorable cartoons, which to a certain degree attract the target audience known as the youth or young adult. The development of technology to produce the video is well-designed with the combination of social media platform to disseminate the message.

However, there are a few suggestions to improve the video. The opening image is unclear and they should have been enlarged to let the viewers see clearly what cyber bullying looks like on the Internet.

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An example of the ECU to hook the audience at the beginning. The Photo was taken from this site.

I noticed that there are a few long shots of the person using social media, but the video producer missed to capture the close up shot of the content portraying cyber bullying. This can be an example or a clear explanation for the audience about what the Cyber Bullying is.

Another point is the transition from one scene to another is pretty fast. The producer should slow down the speed a bit allowing the audience to read and understand each text. The length and size of each text are also problematic. I would suggest shortening each sentence and if possible, randomly select only the most important message that related to the serious cyber problems happening in the society as CYD (2016) also recommends to keep the text short and precise. I found that there are so many texts in the video which can make the viewers tired and could not get the core message that the project members want to convey. An increase of the font size is needed for readers to see clearer. Overall, I am a fan of this video since it has provided me with new information and the ongoing social problems which have to be addressed and intervened.

  1. The One

The production design of the video has been developed strongly, which can make the video become really inspirational and attractive. The three aspects of the video including the use of technology, aesthetic, and the structure have been done effectively. The film was structured greatly, which can convey the clear message to the audience. I could see that the film producer puts strong efforts in shooting at different scenes in order to capture the public expression toward the protagonist who has a bad scar on her face. This requires lots of work to film on the street and of course, it is not an easy task to achieve.

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The protagonist’s face having a scar should use as the hook at the beginning of the film. The photo was taken from this site.

Although there are many successes of the film, a few loopholes should be adjusted for the future improvement. The face of the protagonist having scar should be introduced earlier. I could not understand at first why some people along the street looked at the protagonist in a strange way since she was so pretty. Keeping the viewers in doubt is quite useful in some videos, but not really in this one. It is better to introduce the core problem, scar on the protagonist’s beautiful face, which lowers her self-esteem. As a viewer, I prefer knowing the issue at the beginning of the story. Another minor problem associated with the video is that there is so much information appearing on the screen. I would select three important message use as title: the problem, how people treat the protagonist, and how the protagonist overcomes. I understand that the film producer tried to insert the emotional message in the film, but it may be more effective to reduce the words and let the video illustrates or tell the story. This makes the audience easy to understand the protagonist’s feeling.

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A positive message should be included. The photo was taken from this site.

Moreover, the end of the video should have improved by showing the confidence of the protagonist in going out and confronting the others’ bad treatment on her after she has had a boyfriend who supports her. I notice that her boyfriend has a scar on his face as well. This might make the viewers think that only a man who has the same scar can love the protagonist. I would prefer having a handsome man loving the protagonist showing the positive content at the end. This indicates that the protagonist has been treated and loved by the nice man without discrimination or hatred and the viral video may increase the number of viewers through sharing on social media. In short, I like the production design and the content of the video which can make me feel inspirational and optimistic after watching.

 

Stop Blaming the Victim

It is time to change your perception and to stop blaming the victim. Check out the video and what is on social media below.

The social media strategy of this project has been done via Facebook, Twitter, LinkedIn, Youtube and Instagram.  Among those social media tools, Facebook is seen to be the most attractive place to discuss this common issue in Cambodia. For more details of the project, please visit this website. 

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Just a few minutes, Cambodian friends start sharing their thought and views on this critical issue.

A Cambodian man tends to disagree with the video concept and another Cambodian woman stands out to voice her opinions.

To produce this infographic video for my project, I have experienced one major challenge in designing video concept to fit in the core message. Of course, video infographic is one of the most high-impact platforms to convey the message and it is also extremely difficult to create the interesting design. My team member and I have planned the storyboard, composition and finalising the script before designing the image and animation for the video, but the design was failed. My group has designed colorful and attractive infographic animation video, but the computer could not run the file, leading to the failure of uploading it into the Adobe After Effects. The pictures below are the examples of the original ideas, but my team and I had to change the concept and design due to the limited time left and capacity of the computer.

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The biggest challenge of designing the video concept has emerged again after the original idea was not successfully produced. According to Wirrienga 2016, there are 7 steps to produce the effective infographic animation video in order to communicate the data and message with the audience successfully. One of which is collecting visual inspiration, which can inspire the audience and convey the key points. After reviewing the visual images/data to be incorporated into the video, the concept of designing is structured.  The creation of infographic structure is like writing an essay consisting of introduction, body, and conclusion, but the most important information has to come first as the inverted pyramid with eye-catching font size and precise script, aiming to hold the audience’s attention. This sounds simple, yet quite demanding and time-consuming. One of the most heavies processes is to customize the infographic animation content. This means I have to change the font size, transition from one scene to another and the animation to ensure that the video can fulfill my target audience.

Searching for existing infographic videos that are relevant to the topic can be a clue to improve the infographic design. I admit that by looking at similar concept video produced with regard to violence against women allows me to absorb new knowledge and ideas to incorporate into my video. Although I watched many existing videos, the originality of my innovative design still remains and it can uphold the credibility and uniqueness of my video.

Feedbacks are the most presently useful too in my group. Based on my previous experience, I have also asked some of my friends to evaluate and feedback my draft infographic video. It is so effective by using this strategy, so I did it again on this project.  For instance, one of my friends, recommended me to slow down the speed of the video from one scene to another, and another friend of mine asked me to add more bright color to the animations. This clearly shows that more ideas are beneficial to enhance the quality of the video.

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Before comments.

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After comments.

From this experience, I will follow the basic rules of designing infographic animation video, be careful with technical issues, watch different existing videos aiming to generate more ideas and ask for feedbacks before finalising. These lesson learned are proved to be highly beneficial to enhance my next project.