Top Ten Electronic Media Revelations!

1. Capture the attention of your audience!

My first observation is when Hilliard comments on writing for the mass audience in chapter one on page 2. He discusses that everything from the dialogue to the picture to the content must capture an audience’s attention. Although I’m not a fisher-woman, this knowledge made me think of a difficult fish to catch. The audience can be considered to be fishes in the vast ocean that is mass media. As a writer, you must hook the audience, then reel it in as soon as you can so you can capture and hold on to it. In class, we discussed how writers might capture an audience’s attention through the four set of power tools. For example, a writer can capture the attention of their audience by appealing to the reptilian’s brain instinct of sex.

The photos to the right and above illustrates how a writer might use it in the form of an advertisement to catch an audience’s attention and make them tune in to their show. Another example Dr. Rob showed us of how to capture an audience attention can be seen in the K-fee commercial. The writers of this commercial effectively engaged, shocked, and entertain the audience of this commercial. (Still gets me every time!) (Images of Gossip Girl posters courtesy of Zimbio)

This pertains to my future career in public relations because I will have to write create PR campaigns. When creating PR campaigns I have to think of strategies to capture audience attention to accomplish whatever the objective is. Many times this will include writing press releases or creating promotions and events. To get the most number of impressions I will have to know how to write to capture my audience's attention and achieve my goal.

2. Spark your IMAGINATION- My next reflection from this semester can be found on page 381. On this page, Hilliard discusses that when writing and preparing for a children's program imagination is key. When you are a child your imagination can take you anywhere, but as we grow up it becomes restricted. This closely ties into our class discussion concerning creativity. For two of my media meditations I went to the movies which sparked my imagination. I love going to a movie and being taken away into a different world. Through my meditations I was able to reflect my thoughts on the film and how they triggered my imagination.

This pertains to my future career in PR because I have to use my imagination to stand out in the field. I know others will have the same degree and credentials that I do, but my imagination is what will help my creative process shine through.

3. The Documentary- In chapter six on page 194, I learned that a well written and produced documentary can have a substantial impact on social, political or economic developments in an area. It fascinated me to think that something as simple as a documentary could majorly influence society. An example that I thought of was the documentary Super Size Me. This documentary was about a man who ate McDonald’s fast food, every meal, for one month. After the month was over, his health deteriorated significantly. The response to this documentary was huge. McDonalds received a great deal of backlash that the corporation actually took the Supersize option off of the menu, and began to offer healthier options. The value message of this documentary: FAST FOOD IS AWFUL FOR YOU! (Movie poster courtesy of Movie Banter)

This pertains to my future career because of reputation management. It makes me think of what I would do if I were McDonald’s public relation specialist. Here is a video of the opening of the documentary:

4. Tweet your heart out! During the semester we were required to create a Twitter account. Initially, I resented this assignment so much. I absolutely hated Twitter and thought it was a pointless application. Dr. Rob emphasized how useful Twitter is as a social media tool and slowly turned me to the dark side. Businesses and organizations use Twitter to stay connected to their customers, partners, and employees. It can also be used to build relationships with perspective consumers. Although Hilliard did not discuss Twitter in our text, he did cover writing for the Internet. With Twitter you can only write 140 characters or less, so you must know what you want to say and word it wisely! (Image courtesy of Twitter)

This pertains to my future career because Twitter is a very useful social media tool. Twitter is used in PR for:

- Communicating
- Campaigning
- Reputation management
- Customer and Employee Relations
- Monitoring
- Crises management

5. Media Conglomerates- At the beginning of the semester we were introduced to media conglomerates. Hilliard discusses on page 17, that giant corporations represent the "status quo" of a majority of businesses and industries, as well as political and social thought/power. The media is controlled by what is called "the big ten." These corporate giants can control everything we hear and see. Media conglomerates tie along to the basic principle of ownership that is found in our seven basic principles of media. It is important to ask yourself who owns this media? It can be very frightening that only a few large corporations own so much of the media because they can filter what information we receive and what information that we don't!

This pertains to my future career because one day I might be working for one of these conglomerates or for a company they own!!

6. Key to success- Through our reading we learned that the key to success is being a well rounded individual. Hilliard discusses on page 463,

that in order to become successful media writers that we need to be well rounded individuals. The

courses we take in college are necessary to help us master basic techniques to write for many different forms of media. Hilliard expressed that in order to become a well rounded individual, we have to take courses that don't necessarily have anything to do with the focus of our major. I feel at Champlain College, there is a large emphasis on taking many different courses to create a well rounded student. These classes are known as our CORE classes. Although I often question at times why I am taking classes that do not pertain to my major, in the end I know it will help me succeed in the real world. After reading Hilliard’s take on a well rounded individual I feel much better about the CORE curriculum. (Image courtesy of Imagine Being Free website)

This pertains to my future career field because PR requires you to be able to write in many different formats. The classes I have taken so far have taught me to write for print publications, electronic media formats, and even news releases. In PR you must be prepared for anything that may be thrown at you. Although knowing basic writing techniques will make me a better writer, it will only take me so far. In the end, employers want individuals with a lot of experience and knowledge in different topics. Taking various classes outside of my major will give me an edge against my competition.

7. THE FOUR TOOL SETS- I was introduced to the four tool sets during my freshman year in Mass Media. It was not until this semester that I feel like I really got a grasp on how useful they are. The tool sets included the Three Triune Brains, the Eight Shifts, the Seven Basic Principles of Media, and finally Persuasive Techniques. Throughout this course I used them in all of my media meditations. Although Hilliard did not directly use the four tool sets in his book, he did mention many of the same ideas. For instance, on page 82 he discusses emotional appeals which can be related to the basic principle of emotional transfer. The four tool sets will help me throughout college and my career. In my reflection, I realize that these four tool sets were probably the most important things I learned in this course. (Brain Triune image from Aisha Music)

In my future career field all of these sets will help me develop successful PR campaigns. I have already used the tool sets in my Principles of Public Relations course when designing a publicity campaign for a chocolate company. My teacher was very impressed!

8. The Interview- My next reflection is on the interview. The interview is extremely important in PR and I was very excited to read this chapter. In PR I will have to do interviews myself, and advise clients on how to answer tough interviews to maintain their desired image. This semester we learned that the writer’s phrasing of the questions is key for getting the interviewee to make a statement that gets the idea across. On page 282, Hilliard discusses that if you do not phrase a question properly then you will not receive a full response. Hilliard also discusses that research and preparation are two vital aspects needed in a good interview. My favorite part about this chapter was on page 270 when Hilliard discussed Barbara Walters and how she formulates her questions to get emotions out of her interviewees. Below is a video that features Barbara Walters interviewing singer, Lady Gaga in an unscripted interview. In this video you can see how prepared Ms. Walters is, and how eloquently she delivers her questions. (Cartoon is owned by Cartoon Stock)

In my future career field knowing how properly ask questions in an interview will be very important in PR. As said previously, I may have to conduct interviews myself, or teach my clients how to properly respond to tough interview questions during crisis management or publicity tours.

9. The Commercial- My next reflection has to do with the format of scripting a commercial. This semester it was really interesting to see how much work can go into a 30 to 60 second commercial. In class, we deconstructed and scripted a 30 second Super Bowl commercial for www.GoDaddy.com using the 2 column method that we learned on pages 52-55 of Hilliard’s book. The 2 column method includes a Video and an Audio column. After we did the 2 column method we then transferred it into the one column mash method. This process was very difficult at first to learn, but it was helpful for the production of our Sustain Champlain video commercials. Here is an example of the script used for GoDaddy’s commercial that I wrote earlier in the semester in the final one column mash method:

SCENE #1: ESTABLISHING SHOT - OUTSIDE LOLA'S MANSION - DANICA, LOLA, FANCY CAR.
Cheesy keyboard music.
Danica: (Presenting Lola) Meet Lola.
Lola: (Twirling hands) Mmmm. Hmmm.

SCENE #2: CLOSEUP SHOT - ON LOLA'S FOOTBALL PORTRAIT.
Cheesy keyboard music continues.
Danica: The day he retired from football...

SCENE #3: CUT TO MEDIUM SHOT.
Crowd cheering.
Danica: Lola started chasing his biggest dream

Follow the video with the sample of the script that I posted!

This pertains to my future career because I will take part in developing ideas to promote the organization that I might work for. PR is key in publicity and often helps advertisers and marketers during the creative process.

10. BLEEEP! CENSORSHIP-

The last thing that stuck with me most this semester was censorship. Hilliard discusses that the history of censorship of controversial material in broadcasting and mass media is very long. Censorship is the government control over free expression. I learned that writers have to understand how to censor themselves and their subject matter while producing quality work. This chapter raised many questions for me regarding censorship and suppressing freedom of expression. On page 15, Hilliard discussed that freedom of expression is endangered because many media executives fear controversy. Although I believe that in broadcasting material should be regulated and censored because we do not children being exposed to inappropriate material. In saying that, I feel parental controls should be used more so that we do not harm our democratic right to the exchange of ideas. An example of censorship controversy we discussed in class is the Janet Jackson/Justin Timberlake Super bowl performance. The discussion was very interesting to reflect on. (Image courtesy of Thought Theater). Talk show host, Jimmy Kimmel, has a feature on his show called "Unnecessary Censorship," in which he makes fun of things that were censored. Here is a clip, enjoy!

This pertains to my future career because I must be aware of censorship as a PR specialist. Writers and PR specialists must clearly understand censorship and the First Amendment to avoid legal implications. PR professionals write a great deal of content that must be appropriate for the public to view. In regards to publicity in PR an example can be: if a client is a musician it is important to understand censorship to properly manage their reputation and career.

Sustain Champlain! Cleaning Bear Video: Reflection

For my Electronic Media class we were asked to create a 90 second commercial informing students and faculty on how they can create a more sustainable environment. The campaign is called Sustain Champlain and is making a big impact on campus. Regardless if you are a student or professor, there are many ways in which you can make a difference whether its walking to school or using low flow shower heads.

Take a look at my group's video that we created! It features the "Cleaning bear" who has a message to say about chemical cleaning products! This was a blast to make and I hope you enjoy it!

If you would like to see how you can make a difference and spread the word to your peers add Sustain Champlain on facebook, follow on twitter, or read the blog! For more videos created by students click here!

The following is my reflection on this assignment:

1. What was the most difficult moment in making this video?

The most difficult moment in making this video was probably shooting and editing. I really wish I had prior film making knowledge so I could have contributed. Unfortunately, with my major we are not given the option to take such a course in my curriculum. A lot of work goes into a small production and it was a very interesting experience.

2. Other than finishing it, what was the most rewarding moment in making this video?

The most rewarding moment in making this video was when I wrote the script. I realized that I finally got the gist of it. I didn’t even have to go back in the book and look at the directions on how to script it. Although the other girls helped with editing it and the basic concept, I wrote the script by myself. I definitely enjoyed the writing aspect in making this video.

3. Discuss 3 specific lessons you learned about film production and/or "group process" in making this video.

a) The first specific lesson I learned about film production is the process. First you must come up with a concept, a script, a story board, gather props, scout sets, etc. A lot of work goes into it. I worked as an art intern for a Showtime television show, and a major motion picture directed by Fred Durst, so I was familiar with the prop and scenery difficulties. This assignment taught me a lot about the actual production.

b) The lesson I learned about “group process” in making this video, is how to get different point of views on the same playing field. It was interesting to learn how people with different creative outlooks can get together and produce something they all agree on. I really learned how to take direction, and give my personal input in an effective manner.

c) The third lesson I learned about film production was how to shoot scenes while working against nature in outdoor scenes. I learned how to use the natural light of the sun, and work behind buildings to shield the dialogue from wind.

4. Discuss 3 specific things you learned about Champlain College and/or the "Sustain Champlain" project that you did not know before completing this project.

a) The first thing that I learned was the existence of Sustain Champlain. I had no idea about the campaign and what an impact it is making. It was interesting to learn about the efforts that the college is taking to minimize its carbon imprint. For example, I had no idea about the low flow shower heads on campus.

b) The second thing that I learned about Champlain College was that I can also make a difference even though I live off campus. I learned that chemical cleaning products are not good to use for both the environment and myself. Although I can’t really afford many natural cleaning products, after doing this project I purchased two Seventh Generation cleaning products.

c) The third specific thing I learned about Sustain Champlain was the light sensors in the halls and bathrooms. Living on campus last year I always thought it was annoying when I came into my room and they would not turn on right away. After completing this project I realize the purpose for these sensory lights and how great they are. They reduce so much electricity use, since many of us often forget to turn off the lights. I wish that I had known of Champlain’s effort to minimize wasting electricity prior to the project because I can think of a few great scenes I would have loved to incorporate into my video!

For more information visit Sustain Champlain's page at Champlain College

RSS Feeders, Readers, and Alerts...Oh My! Meditation # 6

For the last media meditation we were asked to discuss Google Alert and Google Reader. These two tools are extremely helpful in weeding through the world of Web 2.0. Prior to creating my Google Reader and Google Alert I used to have to search for the information myself. I would have to go to each website individually and read the information, then go on to the next. Being a college student time is everything, and this process wasted a lot of time. Google Reader allows all the information to come to me, instead of me going to it.

We live in a world where time is precious, by setting up an RSS feed you will get the information you need brought to you. Google Reader is one of many sites that provide an RSS feed reader. All you have to do is set up an account, go to your favorite sites, click their RSS feeder button, subscribe to their sites, and Google Reader will notify you of any updates! It is as easy as pie!

Then you can sort your feeds into different categories. For example I have cooking sites, gossip sites, and news sites. My media experience is that I know can read updates from PerezHilton and my local news source all on one page! Another experience that I have had in regards to Google Reader is that I can access it on my smart phone through my Gmail application! From my phone I can access all the sites and blogs that I follow wherever I am. This is an example of an aesthetic shift (from discrete to convergence)! This was really helpful for when I was in the Canadian countryside for a weekend and didn’t bring my laptop. From my phone I kept myself updated on my Google Reader, without taking away too much time from bonfires and fishing!

Here is an educational video explaining RSS feeders and Google Reader.

Along with Google Reader, I was asked to set up Google Alerts. Google Alerts is very handy when you would like to be notified of an individual or have a question about a certain topic. Like a RSS, Google Alerts brings the information directly to you!

As a Public Relations major, this is an extremely helpful tool. For example, I have an interview with an architecture company in a month. I have to present a PR campaign and sample press releases to the company’s head of marketing. Along with research I have set up a Google Alert to notify me of any current projects or events that the company is associated with. The information sent to me has helped me keep up to date so I can be as prepared as possible for my interview. This personal/professional experience makes me feel like I have an advantage or an edge against my competition.

I have information from the architecture company sent to me on a weekly basis. You can decide how often you want your alerts delivered to you, whether it is daily, weekly, or monthly. This is using the persuasive technique timing! Oh how our media tools relate to the outside world.

Here is an instructional video about Google Alerts!

Both RSS Feeds and Google Alerts address all of our media tool sets. They relate to our triune brain because it is processed through our neo-cortex. Although I have mentioned a few other tools that were used throughout this mediation, I would like to express my Individual meaning that I found in reflecting about this media. Overall these tool sets are extremely helpful and provide me with information that I need. Others might feel that these tool sets limit ambition and getting information from more sources than the ones you are loyal to.

I absolutely love both RSS Feeds and Google Alerts. These two tools are not only personally helpful but also give you an advantage in the professional world. I have already persuaded both my mom and boyfriend to set up accounts too!

Break, Break, Break your heart!!!! Meditation # 5

Taio Cruz, a London-based singer, known for writing and producing for the Sugababes and Justin Timberlake has just debuted his hit single “Break your Heart” in the states. It debuted at No. 1 in the United Kingdom and is continuing to climb the charts in the states. I heard the catchy song in my car the other day and went YouTube to watch it. I decided it would be a great video to do a meditation on.

Here is the music video so you can follow along as I connect it to the four media tool sets we have learned in class.

Brain Triune:
Limbic- images on the screen appear rapidly and get my limbic brain going.

Reptilian- This video appeals to the sex instinct through images of bodies in bathing suits and the main characters kissing each other.

Eight Shifts:
Epistemological shift- From word to image. The words of the song are brought to life through the images on the screen.

Personal shift- From mass to personal/participatory. I am writing about this video on my blog!

Technological shift- From analog to digital. Instead of watching this video on a television screen I am watching it on my personal lap top. I can also access it on my smart phone, through Verizon Wireless videos.

Seven Basic Principles:
Production techniques- There are many different camera angles and shots in this music video. There are far away shots with the girl behind him on the left (image on left), zoomed in shots, and wide angled shots. The lighting is also used in an interesting way when rapper Ludacris and Taio Cruz are shot together.

Pacing - The scenes are cut really fast and can be difficult to follow. I think that the cuts from scene to scene, or shot to shot were paced far too fast.

Value Message- This media promotes the message that if you are a rapper you can have luxury boats, yachts, beautiful women, parties, and drink endless amounts of champagne. The "rapper luxury life" message is repeated throughout music videos. Depictions of wealth, beautiful women, and alcohol send out both negative and positive messages.

Persuasive Techniques:
Beautiful people- There are many beautiful models and dancers used in this video to persuade.

Repetition- lyrics such as “break your heart” are used repeatedly, and certain shots/scenes are repeated often too.

Group dynamics- The video shows clip of people at a party, dancing together, and having fun.

Rhetorical question- “You know I’m only going to break your heart right?” This rhetorical question was stated at the beginning of the music video by Taio Cruz to the model.

This music video was very fun to analyze and I really enjoy this song! It will be interesting to see where Taio Cruz's career goes. Even if it is not your cup of tea, I hope you enjoyed this meditation too!

Alice in Wonderland: Meditation # 4

When the highly anticipated Tim Burton film, Alice in Wonderland, was released I was more than excited to go see it. The film is based on the characters and plot by Lewis Carol. The plot begins when Alice at 19, is going to be proposed to by a rather boring English nobleman. At her engagement party she sees an unusual rabbit and follows it until she falls down a hole. Alice arrives at a strange world called “Underland” which resembles a constant nightmare she had as a child. Alice soon realizes that this nightmare was actually her first visit to the strange world. The world she is currently in is still under the control of the evil Red Queen. Alice learns that she is there for a purpose. Alice must defeat a monster known as the Jabberwocky. She must accomplish this in order for the White Queen to reclaim her throne from her evil sister, the Red Queen.

Alice in Wonderland was offered to be viewed in three ways: IMAX 3-D, regular theater 3-D, and regular viewing. Of course I went to see the film in IMAX 3-D! Going into the film I had very high expectations. This was a story line that was close to my heart and I couldn’t wait to see director Tim Burton’s twist on it. At the end I was satisfied, but wanted more from the plot and the story. The run time of the film was 1 hour and 49 minutes, and I felt that Burton could have done a lot more with the story and that it was too short.

I will connect this media experience to the four tool sets that we learned in class. Below is one of the trailers of the film, so you can understand my connections if you have not seen it yet. Alice in Wonderland is still in theaters!!

Triune Brain:
Limbic- The film is extremely visual. The 3-D images on the screen made the movie even more visually appealing. These images made me feel excited. My limbic brain went crazy when Alice falls down the hole and objects are being thrown at my face!

Reptilian- Many scenes in this film appealed to my Reptilian brain. During the scene that Alice is battling the Jabberwocky, I felt my instinct of survival for her. I was on the edge of my seat wanting to yell “watch out” and “kill it”, of course I didn’t want to be that person at the movie theater.

Eight Shifts:
Epistemological shift- from word to image. Obviously this film is another adaptation of the books Alice in Wonderland and Through the Looking Glass by Lewis Carroll. The film brings the words to image and is a delight to watch.

Economic shift- HYPER commericialism and CORPORATE consolidation. I noticed that throughout promoting this film the Disney symbol/name was all over the posters and even the title. In the trailer the film was narrated as “Disney’s Alice in Wonderland.” The symbol of the Walt Disney’s corporations name was an example of the economic shift and showed corporate consolidation.

Aesthetic shift-from discrete to convergence. Like the last film I wrote about on my blog, I also purchased my movie tickets well in advance on my smart phone. It beats the line!

Seven Principles:
Ownership- Like I mentioned earlier, Disney owns the rights to this film. Their name was all over everything in regards to promoting Alice in Wonderland. Although Disney does own the rights to this film, I feel that the amount of commericialism shifted into corporate consolidation. It just reminded me how much Disney already owns, and that it was unnecessary for them to put their name on the film’s title.

Production Techniques- The film uses the technique of combining live action and animation. Many shots are taken to give the audience the feel that they are in this world as well. The use of 3-D visual images is another production technique that helped make the strange world come alive. Burton plays with different camera angles and depth to create beautifully framed shots that help emphasize what is going on in the plot.

Pacing- The pacing of this film is very fast. The adventure continues to happen and slows down midpoint, when Alice tries to save the Mad Hatter. The film’s pace picks up again and seems to happen too fast. I felt that the film rushed through the story line and there could have been more.

Persuasive Techniques:
Nostalgia- This film persuades through the appeals of nostalgia because it is based on the books by Lewis Carroll. It is also based on Disney’s 1951 animated version of the film. Many movie-goers have childhood attachments to this story line.

Repetition-The film repeats many lines and ideas from Alice’s first visit to Wonderland. These lines are again later repeated in the film. An example of this is “painting the roses red.” This line is from the original film, is repeated at her engagement party, and again when Alice is at the Red Queen’s castle.

Beautiful People- During promotion of this film, posters and images of the actors in their costumes were everywhere. This created curiosity of the film and persuaded many to go see it.

Humor- There are many points in this film that are very humorous. A few to mention are the Red Queen’s oversized head and her followers pretending to have an unusual attribute in order to be liked by the Queen. The love line between the Red Queen and her minion, and many of Johnny Depp’s lines are hilarious throughout the film.

Overall, Alice in Wonderland was very good. I expected a little more from Tim Burton and the plot line itself, but I left happy. For those who haven't yet seen it, I suggesting checking out your local theater times in Burlington and going today!