Filming- 30/4/2014 (Fashion Show)

Ammie and I filmed the Hull College student fashion show at St Stephen’s Shopping Centre. As well as filming the event itself, afterwards we spoke to two fashion students who were involved in the event about the organisation process and what they thought after the fashion show had concluded. This gave us the opportunity to show student involvement in Hull Fashion Week and get their views on how¬†well they did.

Critical Analysis of Visual Culture Texts

Visual culture is the study of visual forms in a postmodern society. The cultural shift to a world of visual rather than textual. The visual comes in many forms, such as art, video, the Internet, fashion, even architecture. The topic references the different cultural forms of visual culture, for example, ‘low’ cultural forms include communications and media, and the ‘high’ cultural forms include architecture, fine art and design. “The criteria used to interpret and give value to images depend on cultural codes, or shared concepts, concerning what makes an image pleasing or unpleasant, shocking or banal, interesting or boring.” Sturken and Cartwright (2009).

Semiotics comes into practice here. The audience (members of society) has to decode the meaning of the images all around them, like signs and subjective art. What the creator wants to get across may not be what the audience interprets from the visuals. Re-appropriation can then be referenced, as an image or piece of footage can be taken and twisted to mean something completely different than what had been intended by the producer.

“Meanings are produced through the complex negotiations that make up the social process and practices which we produce and interpret images.” Sturken and Cartwright (2009).

Another point that was made in the text was that viewers can be influenced by the visuals that they see, like television advertisements and videos, for example. The audience bring cultural associations to what they have seen, thus affecting their ‘individual interpretations’ of what they are seeing. “Meanings are created in part when, where, and by whom images are consumed, and not only when, where, and by whom they are produced.”

As with the cyberculture text, the information relating to this text was very confusing to read, and I had to, once again, go and research more myself so that I could grasp the theories and meanings of visual culture. In my additional research, I discovered a quote from William Gibson: “The experience of everyday life can be described as code-switching or hacking the visual codes around us to navigate and negotiate meaning.” This links in with the decoding of the visuals around us in our postmodernist world.

In my personal opinion, the text was difficult to understand, as many different arguments were introduced. However, this would be a good source of information for someone studying media, sociology, and even art, as research relating to all of these areas is touched upon in the text. The writers use theorists research to back up their statements, but too many were used and audience understanding could get lost in information overload.


Marita Sturken and Lisa Cartwright. Practices of Looking (2009).

I found a quote by William Gibson from his work Pattern Recognition when I researched the topic myself.

Critical Analysis of Cyberculture Texts

The main argument of cyberculture is whether the Internet or ‘cyberspace’ has affected the ‘real’ society and human interaction. There are two sides to this; has the human race substituted a real life community for an online community? Or have they had to create an online community because we are becoming more detached from society?

Many theorists have investigated and given their views in this text. Karl Marx and the Marxist theory is that capitalism, which is our culture, has caused alienation. From the text, I understood that Marxism suggests that the ‘machinery’ (the Internet in this case) is animated by the workers (the Internet users) and gives the power, skill and strength to them. This could refer to the abilities and opportunities that have been given to society by the creation of the Internet.

This text would appeal to those studying in the fields of media and technology, human interaction, as well as cultural systems. The text includes many theorist views, giving a range of ideas and research relating to the topic. Although it can be slightly confusing for the reader, a lot of relevant comparisons are made that would aid someone in their academic studies if they were writing about cyberculture.

The texts reference how technology has become a major cog in our societal machine, meaning, each generation of the human race are becoming more naturalised to technology and a ‘cyberculture’. Some of the points raised got me thinking about how we, as a race, have progressed to accept a cyberculture as a natural part of our daily lives.

However, towards the end of the text, questions that were raised at the beginning were revisited, suggesting that all of the theories and time spent reading was unnecessary, as not many conclusive points were made.

Still, the text itself showed some interesting opinions, whether or not it was made clear to the audience so that they could understand the concept. A factor that proves the text to be well balanced with research is the amount of references to different areas that were given; journals, films and books were all used as research to back up the points being made.

A key point that was raised in the text is cyberculture and ’cause and effect’. A quote I have selected states: “The media as technology cannot be said to have any direct ‘effects’ on culture at all, since it is made up of the actions, purposes, desires and intentions of human agents.” This was paraphrased from theorist Bruno Latour’s findings.

In my view, as I carried out further research to make sure I fully understood what cyberculture was, I feel that the text we were given was not very clear and concise, and not much progression into my understanding of the topic was made. Although the fact that I had not read the complete text as a whole may have hindered my comprehension. If a notable finding was reached at the conclusion of the text, I think I would have thought the text as being more informative.


Cyberculture: Technology, Nature and Culture.

Karl Marx (1993).

In addition to reading the text, I read a section of David Bell’s theory, titled An Introduction to Cybercultures, which gave me a little more understanding.


Here are some wireframes of my immersive documentary’s home page. I created them in the online software Lovely Charts, as I had trouble downloading the Axure trial. The first wireframe is basic.


After finishing the basic wireframe above, I then added images to test what the software could do. I don’t particularly think what I created looks very professional, or looks like what I want my documentary to be, but it gives a visual showing of which direction I want to go down for an actual home screen.

wireframe homepage draft

wireframe homepage draft 2

Filming- 28/4/2014

On Monday night, Ammie and I went to Reel Cinema, St Stephen’s, to film the Girls Night In event for Hull Fashion Week in aid of Cash for Kids. Footage we captured included shots of the crowd dressed in their pyjamas, the raffle prize draw, and a Sex and the City quiz, before a showing of the Sex and the City movie. We also filmed our pieces to camera.

Web Documentary Audience

The target market for my documentary would be theatre-goers in Hull. Particularly, the same market as Ensemble 52 and Hull Truck Theatre. My immersive documentary will feature on a website like Heads Up Hull’s, under the 2014 section. The users can journey through the events of the 2014 festival by using the immersive web documentary that I will create.

Filming- 26/4/2014

On Saturday April 26th, we filmed the launch event for Hull Fashion Week 2014. The event included Ammie, myself, and our helper Becky filming and photographing the mobile catwalk show as it travelled around the main shopping centres and department stores in Hull city centre.

The footage we shot will be put into our 2-part film for our Self-Initiated Project module.

Self-Initiated Project: Week 8

This week we made the final preparations before starting filming Fashion Week. Polly, from marketing company Sowden & Sowden, has kept in contact with Ammie and I to make sure everything is organised so events and filming run smoothly side-by-side.

Here’s some emails we have exchanged about the Fashion Week launch event this coming Saturday (April 26th):



Self-Initiated Project: Week 7

On Saturday, April 12th, Ammie and I went to meet with Polly Sowden at HSAD’s fashion pop-up shop. During our meeting with Polly, we discussed the Hull Fashion Week programme, highlighting events that would be best to film for our project, including the X Factor audition event, the pyjama event at the cinema, and the launch and fashion show finale.

As well as this, we were told that Polly had taken the organisation reigns and is now heading the Fashion Week. Again, we were given a lot of support and reassurance for our filming project, which put both Ammie and myself at ease. Our filming for this part of our project will commence at the launch event on April 26th, 12pm-2pm.

Mindomo Mindmap

Below is a mindmap I created with the software Mindomo, to show a professional looking structure of my interactive web documentary about Hull theatre and Heads Up Festival in particular.
mindomo mindmap

Afterwards, I did some design changes to my mindmap, changing the colour scheme and adding images that would represent the animations of each section of the web documentary.

mindomo mindmap 2


Final Mindomo mindmap:

Screen Shot 2014-05-07 at 14.54.19

The final Mindomo I created was to highlight the section that I will be focusing on in my visuals and prototyping of my web documentary product.