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Task 2: Discuss Technology
Learning Outcome 1 (U24): Understand the products that are produced within and across media industries
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What is Technological Convergence?
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Technological Convergence is when new technologies are created that take over past technologies, only these ones perform the same task but more advanced. An example is how people listen to music, we used to use cassettes, CD's etc... but now it is available on phones.
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What is Media Convergence?
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Media Convergence is when an advert is available through different formats of media.
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Pre-production: Pre-production is the processes that take place before the production of the product. This could involve casting, scriptwriting, financing, and location planning etc...
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Gantt charts are used to illustrate a project schedule, this enables a clear representation of the project tasks and is very time effective. There are however disadvantages of Gantt charts, for example the visibility of incomplete tasks and the effort required to create one. A Gantt chart is neat, sophisticated and easy to understand with its simple layout. An easily accessible software to create a Gantt chart would be Office 365 online – Excel.
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Production: Production is a process of combining various material inputs and immaterial inputs in order to make something for consumption. It is the act of creating an output, a good or service which has value and contributes to the utility of individuals.
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During the production process, some advertising companies like to use 4K cameras. This allows them to capture every little detail of a product. 4K allows images to be four times the resolution of full – HD; meaning an image captured in 4K is way better quality than the standard 1080p, making colours stand out to the maximum.
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Post-production: Post-production is part of the process of filmmaking, video production, audio production, and photography. Post-production includes all stages of production occurring after shooting or recording individual program segments.
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Advertising companies use Adobe Premier Pro in the post-production process to edit and improve their work. Whether that is by adding filters and transitions or by adding CGI and effects, Adobe Premier Pro is an easy to use and accessible software to use.
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Technology has drastically changed advertising over the years, for example, instead of listening to music via records, cassettes and CD’s we can now find whatever genre we would like to listen to at the tap of a screen on a mobile phone. You don’t see as many traditional billboards anymore as they have gone digital, Times Square in New York City is a good example.
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QR codes and Social media are among more advancements in media, allowing the audience to be actively engaged to the product.
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