Explain how significant were the Conventions of Real Media Texts in your development of creativity across your 2 years of production work

The use of conventions have been significant across my two years of production in terms of the development of my creativity and according to Burton's theory, conventions are rules which must be followed in order to meet the expectations of the audience. For example, with the genre of supernatural, its typical that you'll see acts of possession or a theme of religion. Furthermore, if these conventions are followed within the genre of supernatural then it would fulfil the expectations of the audience. However, the repetition of conventions can be boring and predictable which would result in some people breaking the rules to portray their own subtext and deeper meaning instead of using the repeated conventions.
In my AS Foundation Portfolio, I created a hip hop music magazine. While creating my music magazine, I was successful in terms of meeting the conventions of a typical hip hop magazine as I used real media texts to guide me. Although, in my A2 Advanced Portfolio i created horror movie teaser trailer of the sub-genre supernatural.When creating my horror movie teaser trailer I was more successful in terms of following the semiotics as I carried out research prior to creating my trailer to develop my understanding of why certain conventions are followed and the subtext of conventions which are used.

The first task which I carried out in AS is my preliminary task which involved me creating a front cover and contents page for a school magazine. The front cover had to include a medium close up of a student. As i had not carried out any research and planning prior to this, I was unsure of how my magazine should have looked conventionally; therefore, my school magazine was unsuccessful as according to Burton's theory, the conventions were not followed accurately which would result in my audience being dissatisfied due their expectations not being fulfilled. My creativity skills were also limited as I had to follow a set structure and template of a school magazine.
In contrast, my second task during AS was to create a music magazine and my chosen genre was hip hop. This task was more successful as I carried out research and planning. An example of research was by researching other hip hop magazines such as VIBE and The Source which provided me with typical hip hop conventions such as colour schemes and house styles. The use of real media texts were significant however it did not develop my understanding of why conventions are used the way they are. This also limits my creativity as i cannot apply it in my own terms by using the influences of real media texts and creating my own idea.

In my A2 Advanced Portfolio, prior to creating my horror movie teaser trailer, I carried out a range of different research and planning tasks which enabled me to develop an understanding of the conventions. For example, I watched teaser trailers from real media texts which included conventions such as locations and for horror movies of the genre supernatural, they are typically set in churches as there is a theme of religion. My trailer is based in a church as the sub-genre is supernatural. The location is beneficial to setting the mood of the trailer, therefore, it can also create a deeper understanding of the subtext. This also impacts on the audience as if the location sets the tone successfully, this can create a sense of suspension and fear in which they are expecting (Burton).

My skills have developed significantly as a creative producer as I have a better understanding of why conventions are used. This has helped me in terms of meeting and fulfilling the expectations of my audience. In AS I lacked in this area as I was following a set structure, however, as I moved onto A2, due to the research and planning which I carried out prior to creating my teaser trailer, I was able to gain a greater understanding. This is beneficial as I was able to apply the information obtained to my own work.

Research and Planning Skills

My Preliminary task involved creating a college magazine, i then went onto creating a music magazine for my foundation portfolio, then for my advanced portfolio, i created a horror movie trailer. When completing these tasks, it was vital that i carried out research and planning in order for me to develop an understanding of certain conventions and structures etc. Over the two years of carrying out research and planning for these tasks, my skills have developed massively.
The idea of creativity links in significantly when it comes to research and planning. This is because of the special term "intertextuality" as when creating something new we have to recycle elements from the past in order for it to be successful or work.

For my preliminary task, I had to create a college magazine. When creating this magazine i had to include a front cover, contents page and double paged spread. As i hadn't carried out any research or planning prior to my preliminary task, and was just given a set structure/template to follow this had an impact on my creativity. Furthermore, my creativity was limited as i wasn't inspired by previous work.

My research and planning skills started to develop when creating my music magazine. Prior to creating my music magazine, i carried out many planning tasks such as photoshoots where i would look at how music artists in real media texts would pose and try to influence these ideas into my own piece by making my models pose in a similar way. I also carried out moodboards in which i gathered images from my set genre of hip hop. I found images which displayed certain colours, poses, props which i could use in my magazine. Therefore, my creativity skills were flourishing and the idea of intertextuality was progressing, However, when carrying out my secondary research task, i asked people questions from my questionnaire who weren't particularly familiar with the genre of hip hop or who didn't buy or read hip hop magazines therefore, this may have impacted on my work as i didn't obtain the right information i needed in order to improve my understanding of certain conventions and how to apply them to my magazine
However, i have taken into consideration the importance of carrying out secondary research properly as it will develop my understanding which can then be applied. Furthermore, i can use the information which i have obtained to appeal to my target audience as i would be able to fulfil their expectations successfully.

My skills for research and planning developed even further when creating my A2 horror movie trailer. My first research and planning task i carried out was my summer trailer. Carrying out this task was extremely useful as i was able to see what went wrong and what went well and apply this to my final trailer.
The use of textual analysis was advantageous as i was able to link the different theories in with my own work. This was effective as i could understand the conventions and also apply them to my own trailer. For example, i have used a range of different typical conventions of supernatural themes within my own trailer from different existing media texts such as the exorcist and carrie. Therefore, my trailer is a bricolage as i have been influenced by a range of different media texts and applied them to my own my merging them together to create something new.
Furthermore, this shows that my research and planning skills have developed greatly in comparison to how they were when creating my preliminary task: And this is because i have been inspired by real media texts.

In conclusion, i now understand that in order to create a successful piece of work, you first have to influenced by previous media texts. Although, there are set conventions and codes which have to be followed in order for it to fulfil the audiences expectations.

Creativity

As I’ve developed as A Level media student, I’ve gained new skills. This is because I’m living in a Post-Modern society therefore, many aspects have had an impact on my understanding and development such as technology, intertextuality etc.

Technology in a post-modern age has impacted on creativity in many ways. For example, new technology such as gadgets like smartphones have become a part of our lifestyle as they are widely used among many people within our generation. Therefore, technology has advanced our creativity by the use of different technology platforms. This can be explained further as we now have more access in this post – modern age. For example, in previous times, in order to watch DVDS, we would have to go to blockbusters to rent or buy DVDS, however, due to the uses of technology and the internet, we can now have free and instant access to movies from home using pirate sites etc. 

This relates to media as I can use these pirate sites to watch horror movies which will benefit me when creating my own horror movie trailer. Another way this can be explained is that we also have access to social media and YouTube in which we can watch tutorials which can help us when using certain software programmes. Therefore, i can develop greater creative skills.

Intertextuality is also significant in terms of creativity as we have to use some elements of the past in our work. For example, in during A Level media, we have watched horror movies which have influenced our current ideas. This relates to my final horror movie trailer as the sub-genre of our movie is supernatural, therefore we have used certain elements of previous supernatural movies to influence our current idea, for example, the theme of religion is often used therefore, we used that theme to influence the main ideas in our trailer. This also relates to audience’s pleasures. If I use previous elements, then I’ll be fulfilling their expectations. This also relates to Levi-Strauss’ theory of ‘bricolage’ which explains the idea that creativity is the skill of using accessible materials and reusing them using a different structure in order to create something new.

No originality also relates to the concept of creativity in a post-modern age as there are so many different ideas from the past which are still being used today or have influenced main ideas today. For example, in AS we had to create a music magazine, and by doing this, we had to follow a set structure of a magazine. We copied the main conventions of previous music magazines.

In conclusion, I believe that intertextuality and the idea of originality challenges the idea that we are all original as everything has already been used before as we are living in a post-modern society, so we are recycling previous materials and ideas from previous generations,

However, the use of technology has developed our creative skills as we have more access and the different technological platforms are becoming easier to use, therefore, people can express their creativity in different ways.