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

Creativity, according to a Department for Education and Enterprise report on skills in the film industry called “A Brighter Future” is made up of four elements: imagination, purpose, originality and value. Imagination is when you think of something inventive, purpose is that your thought fits the purpose, the situation you are facing and looking to meet. Value is that your idea meets the need and is not just an idea that is not relevant. While originality means that it is very different and something that has not been seen or heard of before by you.

Here is the Audio Commentary which we recorded for our task four evaluation.





Digital technology and creativity: youtube links



The Machine is (changing) Us:

http://www.youtube.com/user/mwesch#p/u/0/09gR6VPVrpw



An anthropological introduction to YouTube:

http://www.youtube.com/watch?v=TPAO-lZ4_hU



Michael Wesch is a Professor of Cultural Anthropology at Kansas State University

The development of Web 2.0 technology has undoubtedly had a major impact on traditional forms of Pop promotion. W2.0 has made audiences active participants in the production process - although arguably at different levels of skill, knowledge and quality.  As producers of their own material they are not bound by the financial considerations of music institutions although of course many bands self promoting on myspace are looking for a record deal! Creatively the doors are open to merge iconography from different genres free from having to meet audience expectations.  The amount of user generated content on youtube cleary shows that this is a popular incentive along with gaining varying levels of peer acknowledgement and (fame?). Web 2.0 is a glut of visual stimuli - some ideas have proved to be helpful to me and the group others not. Here are some key terms for the use of Web 2.0:

• NETOCRACY: the idea that the web is controlled by no-one
• ARCHITECTURE OF PARTICIPATION: the idea that web-pages are built to encourage the audience to get involved in creating their own 'spaces'.
• USER GENERATED CONTENT: the idea that the audience controls the content and how it is displayed e.g. Wikipedia
• INFORMATION RICH: the idea that pages and sites are all full of images, sounds, connections and uses. For example, quality is not as good as established institutional material, YouTube has low production values, poor pixilation and poor sound quality. Whereas Flickr has high quality photographic images.
• INFORMATION CLOUD: this is a criticism of Web 2.0, it ts the idea that no one is controlling or filtering information, so the user becomes lost or confused or misinformed.
• MASH-UP: the idea that the audience can personalise it or be creative, e.g. CassetteBoy vs. Alan Sugar
• FOLKSONOMY: Web 2.0 is based around useable, searchable and navigatable windows or 'tags'.