Critical Reflection Exercise 2
The content of my video covers the surveillance systems that are employed with many Australian retailers; probably the most well-known are the Flybys card from Coles and the Every Day Rewards card from Woolworths. I wanted to explore how these cards operate and their effect on the public as I feel that most people are unaware or don’t care that the main reason loyalty programs exist is to track sales.
I wanted the video to look like it was filmed in secret and used the ‘Spy Cam’ filter in the android program, VideoFX (this cost a staggering $1.99), I tested about five programs before finding one that I liked. Although its editing capabilities are non-existent, and while other programs included an editor, these didn’t really allow for a great amount of individualistic control. It was for this reason I downloaded the trial version of Adobe Premiere. I have used Premiere before and I am reasonably familiar of the layout and how it operates. Although I still faced some challenges like getting the text overlays and discovering how to make the videos the same size. I also struggled with getting the unedited videos off the tablet. For some reason it wouldn’t transfer over the USB cable, so I had to upload segments to YouTube and then download them for editing.
I wrote a script and general plan for the shoot; however, in the editing phase some elements were moved in the timeline. I showed the video to my friends to get a bit of feedback, they all understood the content and were engaged enough to watch it in one sitting. After this the final cut was uploaded to YouTube, although I did miss one citation and had to add this after the video was published.
With the filming I had some problems with lighting, filming at night, when I usually have time to study, proved difficult as the halogen and LED lights were blinding the camera. Even filming during the day did not fix this it was either too light or too dark. I tried to get the best light possible but it is obvious in the final work that the lighting issue was not fully resolved. There were some concerns with sound as well, as certain parts are echoed and lower in volume and I was unable to figure out how to fix it.
I created my video using a Samsung Tablet. I hung it off the cupboards to get the ‘security camera’ feel, but ultimately I wasn’t entirely happy with the result as the angle was slightly off. The filming was completed in about eight short segments, and then reconstituted in Adobe Premier. The opening title sequence was created in Adobe Premier, as was the end sequence. I included a small blooper at the end of the reel, I feel that this is appropriate as I have tried to introduce humour throughout the piece and I hope that it all blends well.
I would have liked to include some music in the piece but the song I wanted (I want you love by Transvision Vamp) is not available under creative commons. I feel that the song reflected the piece well and would have suited. I investigated if I could use it, but I’m not sure if this video would pass as a news item, so I had to leave it out. I did use a screen shot of the Jeanswest website and while it may not have a creative commons license, it has been made for public use; as it forms a part of its rewards program policy.
For my research I used the Baruh & Soysal (2010), reading from week five, as I found some correlation between the marketing collection used in the online environment and that of those employed by retailers. I used Lyon (2005) to demonstrate how these cards work to create specified target marketing. I used Hoffmann (2013) for facts about loyalty schemes. I used Mihm (2013), from Choice magazine, to help substantiate my claims about the loyalty programs.
Baruh, L & Soysal L, 2010, ‘Public Intimacy and the New Face (Book) of Surveillance: The Role of Social Media in Shaping Contemporary Dataveillance’, in T. Dumova, & R. Fiordo (Eds.) Handbook of Research on Social Interaction Technologies and Collaboration Software: Concepts and Trends (pp. 392-403). Hershey, PA, retrieved 9 September 2014, <http://www.igi-global.com.ezproxy-f.deakin.edu.au/gateway/chapter/full-text-pdf/36047>.
Hoffmann, N 2013, Loyalty Schemes In Retailing : A Comparison Of Stand-Alone And Multi-Partner Programs, Frankfurt: Peter Lang GmbH, Internationaler Verlag der Wissenschaften, eBook Collection (EBSCOhost), EBSCOhost, retrieved 7 September 2014, <http://eds.b.ebscohost.com.ezproxy-m.deakin.edu.au/eds/ebookviewer/ebook/bmxlYmtfXzcwNDc2OV9fQU41?sid=ca332c04-3869-4cb5-9054-510fae6a7a11@sessionmgr112&vid=2&format=EB&rid=2>.
Jeanswest n.d., Jeanswest Rewards Cards, Jeanswest Corporation, retrieved 10 September 2014, <http://www.jeanswest.com.au/rewards-card/terms-and-conditions>.
Lyon, D 2005, Surveillance as Social Sorting : Privacy, Risk and Automated Discrimination, Taylor and Francis, e-book, retrieved 7 September 2014, <http://deakin.eblib.com.au/patron/FullRecord.aspx?p=240591>.
Mihn, U 2013, Shopping loyalty cards, Choice Magazine, retrieved 7 September 2014, <http://www.choice.com.au/reviews-and-tests/money/shopping-and-legal/shopping/shopping-loyalty-cards.aspx>.