Week 1: Art vs. Craft and everything inbetween

This week we looked at the relationship between art and craft, trying to distinguish what separates the two concepts but also what ties them together.

“Art is often described as unstructured and open ended. It has no limitations of expression, just like in painting. Craft, on the other hand, is structured, which means that it has a certain form that is visible” (Difference Between, 2017).

My understanding of art and craft comes from my knowledge that craft is a skill learned and developed, whereas art is an expression of thought and emotion. When they come together I see art as the final presentation of what has been made and craft as the process of how it’s been made, linking to the research behind the craft that may have been used to further the skill and knowledge.

“Art is a result of a person’s innate talents whereas skill in craft can be acquired with experience” (Difference Between, 2017).

With this in mind, we were split into groups of 4-5 and asked to create a venn diagram, using craft, research, and art together and seeing where they interlinked. Using examples from last semesters MEDA 301 final project, we highlighted how our project fit into the venn diagram of craft, research, and art.


We established that our piece used research as a starting point to our project and its direction. Then using our combined skills (craft) we put these together to create a piece which we presented as art. Our art could have been made stronger if our process of research into our craft and the techniques had been further explored and experimented with.

After looking at work we had created we looked into our practices, ours being marketing. We established that not all marketing using all 3 concepts, however, marketing relating to social marketing and viral marketing could hit the trifecta of research, craft, and art. Banksy is a great example of how research and craft have come together to create art with an expression of political issues as well as encompassing marketing into the process.



Sony Playstation Marketing Campaign



We also looked into the Adobe creative day which used the new Adobe photoshopping tools to create live art.

This bridge into technologies being used lead us to incorporate technology into our venn diagrams. Creating an understanding of all four concepts. We quickly established that though research can be used to understand and help gain and develop a skill (craft), technology can be seen as a craft itself. The craft of how you use the technology. We also established that at a very basic level technology can be art as it is often used to present artworks.

20353818_1744788305561622_565820219_o copy.jpg

The relationship between art, craft, research, and technology may be easier to find than trying to separate each element.


Difference Between, 2017, Difference Between Art and Craft, viewed 25 July 2017, <http://www.differencebetween.net/miscellaneous/difference-between-art-and-craft/#ixzz4nomeVDit&gt;

The Final Stretch

After discussions made by the group, we came to the conclusion of changing our set in regards to the screen and speaker system. Moving from the black sheet and DIY’ed speakers to a white two-way screen with stand-alone speakers. This was done to make the work look more professional and clean-cut, as a result from Matt’s suggestions made during previous weeks, that there was too much happening.



Final set-up


During last weeks iteration we found playing the video from two sides of the screen gave off a ghosting effect that worked in our favour. To expand on this we decided to reshoot the video allowing the audio and lighting to work in one fluid motion. This created a contrast between the faces and allowed half of each face to come together as one in certain areas. The enhancement of the shadow and lighting effect also allowed us to create more expression through the face without having to use actual facial expressions. Thus leaving an ambiguous effect on the audience, as the true emotion of the person is left to be questioned.



Final video 




Final video


If we were to change anything, we definitely go back to making the video landscape and make the faces bigger on the screen instead of leaving it portrait. However, all in all, I believe the piece came together nicely in the end. Though we some major direction changes the elements we wanted to enhance and focus on were done effectively. Given more time, we’d be able to fix minor details and possibly focus on the sound element a little more.

Contextual Analysis: Mega Talks


My digital artefact ‘Mega Talks’ was developed under the premise to expose mega corporations within film and television, taking a look at how these production companies and networks embed themselves into evil mega corporation roles within these Hollywood blockbusters and shows. To present my information on the topic I decided to create a 3 part podcast series called Mega Talks, addressing three mega corporations and their downfalls that ultimately make them evil. I paid close attention to Disney, Warner Brothers and 20th Century Fox as my mega corporations exposing them for what they really are.

My initial research into the topic led me to mega corporations, in general, looking at how the term “megacorps” made its way into cyberculture and how this was then transcended into the most common mega corporations we see in film and television today. William Gibson created this notion of an evil corporation by coining the term “megacorps” as a result of his novel ‘Neuromancer’, which steered heavily towards a “technological near-future dystopia” (Samplereality, 2014). This term made its way to the real world after Gibson witnessed unprecedented economic mergers in the 1980’s economy, resonating in a new sense of a corporation as “the multinationals that shape the course of human history, has transcended old barriers. Viewed as organisms, they had attained a kind of immortality” (Encyclopedia, 2000). Profiler Robert Hare declares “corporations can be categorised as psychopathic because they exhibit a personality disorder: that of single-mindedly pursuing their objectives without regard for people in and around them” (Top Documentary Films, 2004).

‘Mega Talks’ critically engages with the topic on mega corporations within the cybercultures niche by looking at the characteristics that make an evil mega corporation. The author of ‘Alien Zone: Cultural Theory and Contemporary Science Fiction Cinema’ Annett Kuhn (1990) writes about the depictions of corporations in fiction and they direct link to reality. Stating that movies like Alien and Blade Runner justify megacorps by “presenting an entirely different version of the capitalist future…question, but also the bourgeois patriarchal structures of power and values that give rise to these ways of behaving…where conformity to the demands of these structures is dehumanising and dangerous.” However, reflections and criticism about the ‘real-world’ “pre-exists and determines representation, and that representation portrays the real world in unmediated fashion.”

Furthering my research on the topic led me to simplify my search and definition of evil. The word evil has various of definitions but the one that stuck with me when linking it back to mega corporations was New Yorker writer Rollo Roming’s (2012) reference to Peter Dews definition that evil lends “itself to exploitation by whoever uses it”. It was here where I started to look at the alliances to combat the evil doings of the situation, particularly those represented in Hollywood.

However, my artefact did take a turn and instead of looking at the alliances and rebels who are going up against the corporations I looked more at how these corporations were inadvertently projecting themselves into the shows and films they make and release. It is from these projections that we see how they are using their power to brainwash people and make them unaware of their downfalls by making themselves as family friendly and lovable as possible.


Encyclopedia 2000, Gibson, William (1948-), Encyclopedia, weblog, viewed 16 March 2017 <http://www.encyclopedia.com/media/encyclopedias-almanacs-transcripts-and-maps/gibson-william-1948&gt&gt;

Kuhn, A 1990, Alien Zone Cultural Theory and Contemporary Science Fiction Cinema, Verso, Finland

Roming, R 2012, What do we mean by evil?, The New Yorker, 25 July, viewed 21 April 2017, <http://www.newyorker.com/books/page-turner/what-do-we-mean-by-evil&gt&gt;

Sample Reality, 2014, Megacorporations: How Close Are We?, weblog, 14 September, viewed 16 March 2017 <http://samplereality.com/davidson/dig101/2014/09/14/megacorporations-how-close-are-we/&gt&gt;

Top Documentary Films 2004, The Corporations, Top Documentary Films, weblog, viewed 16 March 2017 <http://topdocumentaryfilms.com/the-corporation/&gt&gt;

Mega Talks: Disney

Episode 3: Disney

A company that has shaped our childhoods and brought to us the magic of happiness, Disney has really made its way to the most known and beloved company on Earth! But does Disney have a more cunning and sinister side?

Find out more as we uncover the mysteries that lie behind the smiling face of Mickey Mouse.


Week 13: Coming to an end

This week we changed our space from a corridor effect running down the length of the gallery to a single screen work. Having only needed to make a few minor adjustments to the space by adding a black sheet to project on and moving the speakers; the focal point became the visual and audio elements in sync with each other.



The new set up.




While Briana and I rearranged the screen and placement of speakers that would work with our new space, the boys went out to improve the footage they had created last week, by playing around with different tones when recording the dialog and using different emotions when filming the video.

By the end of the class today we realised we had a solid foundation for our final piece. Our areas of expansion are on creating more of a conversation between the video and audio, making them talk to each other. To achieve this we will experiment with projecting on both sides of the black sheet using recordings from the side of the face and placing them at opposite ends of the screen behind each other. We will also look at poems of conversational dialog that will help us fill the gap between the visual aspects and create curiosity with the audience.

Our concept is to create light and shadow displacement within the visual element and within the audio element as well by using a stereo effect when presenting the sound allowing it to move with the video and around the space.

Mega Talks: Warner Brothers

Episode 2: Warner Brothers

The studio that brought us Bugs Bunny and the rest of the Looney crew, Warner Brothers has been around for generations. Bring to life some of the most popular children books by making our magical dreams come to life. But is there something this film studio doesn’t want you to know?

Join me in uncovering the secrets that lie behind the Warner Brothers studio.

Mega Talks: 20th Century Fox

Episode 1: 20th Century Fox

We all know and love 20th Century Fox, they have brought us the likes of The Simpsons, Futurama, Family Guy and much more, not to forget all they amazing cinematic projects we have witnessed come from this studio. But how much do you really know about this mega corporation?

Join me in uncovering the truth behind 20th Century Fox.