The last tutorial lesson of IPD

Time likes an arrow, I entirely finished all the tutorial lessones and the work shops within two months. Therefore, I would like to thank for my lecturer, Mr.Stuart Hanies, and my tutor, Mr.ken Chau. During the time with the lecturer and the tutor, I have strongly expanded my knowledge of Issues in Publication and Design including analysis newspaper layout, interplay of words and pictures and trend in Publishing / Media Issues.

First of all, the publication and media issues have generally divided into three major part of elements. The first major part of elements is "Managing a Publication". The second major part of elements is "Typical Print Production Workflow". The last major part of elements is "Trends in Publishing". I would like to summarize all the elements.



Managing a Publication: (First Element)

Editorial Team:

Chief Editor:

• Manage the publication's running and operation


• Formulate editorial objectives in achieving the goals

Editor / Reporter:

• Responsible for writing up stories and generating ideas


• Investigate news stories on the scene


• Conduct interview with relevant parties
  

Photographer:

• Assigned to take photos of news scene

Production Team:

Production Manager:

• Manage the publication's quality aspects
  

Graphic Designer:

• Design appropriate graphics to enhance the reading experience


• Edit photos taken by photopraphers


• Proof-read written articles

Typical Print Production Workflow: (Second Element)

Pre-press:

• Distributing text of stories into columns in order to enhacne readability (A full-size of newspapers have 7 texts columns)


• Insert graphics and pictures on the page to bring stronger message to stories


• Output the laid-out pages into color separation films


• Color-proof or blue print are produced
  

Press:

• Press is the process of printing publication into copies through application of ink


• Offset printing is the most common printing method


• Red, Yellow, Blue and Black are the main offset printing color

Post-Press:

• After the printing process, the publication needs lamination, trimming and binding to form a publication


• Trimming is done on a printed page to achieve the desired page size

Trends in Publication: (Third Element)

Digital Printing:

• Digital printing is a new technology closely pursued by key printer manufacturers in recent years


• It is a technology that could produce offset level resolution and scale without the need to produce color-separation films
  

I deeply recognize what the publication and media issues are after the last tutorial lesson. I truly apply to the different kinds of media. Finally, I am so glad to have the knowledge for me to explore the additional professional information and knowledge.

Advertising on internet

Has anybody seen the Spider-man 3 movie? The Spider-man 3 movie has a lot of 3D visual animation design and sound effect. According to the official web-site, the manufacture of Sony Pictures would like to promote their high definition of DVDs into the international market after a month. The fature and the design of web-site on internet has fully matched what Kress & van Leeuwan mentioned in the article about the information value.

According to Kress & van Leeuwan, "Placing one kind of element on the left, and another, perhaps contrasting element, on the right, the elements on the left are presented as Given, and the elements on the right as New (Kress & van Leeuwan, 1998, 189)." Given means that it is truly presented as something the reader already knows, as a familiar and agreed departure point for the message. New means that it is truly presented as something which is not yet known to reader.

The Spider-man advertising on internet surely identifies the theory of information value. Firstly, the Spider-man placing on the left side of the page is to show the posture of Spider-man. That shows all of the readers feature of real Spider-man. Secondly, the brand new of DVDs with different version has deeply showed the unexpected or unspecified scene and dialogue which have never showed in movie. Eventually, the advertising had divided into two messages on left and right side of page.

According to Kress, "One is obvious to anyone who looks at a computer screen: the visual is there, and the possibilities even of producing written text focus on visual aspects- font-types much more so than did the former technology of typewriters and typesetting (Kress, 1997, P.56)." Most of the audiences would like to enjoy the internet media more than the traditional media because of the interaction. By looking at the screen and clicking the mouse, the users and the audiences would tend to an "F" shape pattern as I mentioned before.

References:

Kress, G 1997, "Visual and Verbal modes of representation in electronically mediated communication: the potentials fo new forms of text" in Snyder, Ilana (ed.) 1997, Page to screen: taking literacy into the electronic era, Allen & Unwin, St Leonards, Chapter 3, pp.53-79)

Kress, G & van Leeuwen, T 1998, "Front pages: (the critical) analysis of newspaper layout", in Bell, Allan & Garrett, Peter (eds.) 1998, Approaches to media discourse, Blackwell. Oxford, Chapter 7, pp.186-219

The Knowledge of Document Design and Desktop Publishing

After haing the tutorial 6 of IPD, I deeply reconize the knowledge of document design and desktop publishing. Both document design and desktop publishing commonly use the tools including image manipulation, graphic creation and page layout.

The Type Style of Desktop Publishing:
(1) Style options include bold, italic and underline
(2) Bold type is usually used for subheads
(3) Italic is used to express emphasis, irony or humor
(4) Underling text add emphasis or draw the readers' attention

One of the important elements that I need to highly mention that is "Typography".
Typography has generally divided into two types of elements:

• Serif Type
  - Times New Roman and Courier are typical serif types
  - Connects to a classical, traditional presentation style
  - Often used in passage text for higher efficiency in reading

• San Serif Type
  - Arial and Impact are typical san-serif types
  - Connects to a modern, contemporary presentation style
  - Often used in headline for better aesthetic merit

Color Scheme and Photo Illustration also have the elements that need to be careful:

1. RGB stands for Red, Green and Blue; they are used to communicate colors on a computer screen.
2. CYMK stands for Cyan, Yellow, Magenta and Black; they are used to communicate colores in off-set printing.
3. Pantone color is a single color matching scheme usually to communicate special colors such as metallic.
4. Appropriate use of photo illustration helps supplement the text.
5. DPI (Dot Per Inch) - Approx 150 - 200 DPI for newspape, 300 DPI for magazine and 72 DPI for web-site.

I would like to add a web-link which can fully describe the knowledge of document design and desktop publishing.

http://www.brandhk.gov.hk/ (The link of the brand Hong Kong)

The internet service (Broadband) helps us develop our advertising and our communication.

I generally think that people are now turning to the web for breaking new. This's great strength. Moreover, to draw people back during the day for short news grabs and to point to the next day's paper, it is deeply displacing more traditional media like redio news services. On the other hand, new media has not replaced the core attribute of newspapers which is the ability to analyse and to provide much deeper insight.

According to the Australian Broadcasting Authority, there are 37 per cent (%) of 8 to 13 years old go online daily. The high speed data service (Broadband) indicates it has passed the half way mark. Nowadays, people are accessing the internet at home through broadband then through dial-up. I think most of the teenager would have to use the internet service platform to communicate with different people and gain other knowledges through the high speed date service at the same time in furture.

There is a great impact that jumps in online advertising:

According to MacLean, "Ad dollars on the web grew four times faster than the average across the main media in Australia last year; and the 50 per cent jump in the past year in membership of the Australian Interactive Media Industry Association, which spans the interactive media and digital content sectors (MacLean, 2005)." Therefore, most of the advertising has been showed and posted on the internet because of the high effectiveness. That widely makes an interaction between advertising and audience by clicking the mouse button.

Reference:

MacLean, S2005, 'Print learns to love the web' The Australian, April 28, p.15

A Style Guide and A Cover Page!!!!!

I think style guide is to determine the standards and guidelines for an organisation's publications. A style guide is also a reference document that can be included rules and suggestion for writing style and document presentation.

• Rules: Non - negotiables
• Suggestions: Negotiables

There are 4 possible main reasons why a style guide is useful.

Firstly, it is to ensure that documents confrom to corporate image and policy including legal requirements. Secondly, it is to inform new writers and editors of existing style and presentation decisions and solutions. Thirdly, it is to improve consistency within and among documents. Finally, it is to remind the writer of style decisions for each different project.

The cover page has to achieve the 3 elements including Balance, Contrast and Consistency.

Magazine Title:

• "PEOPLE" is the logo of the publication which readers recongnize the magazine.
• The logo of "PEOPLE" takes up one-third of the page length in order to achieve immediate recognition.

Feature Headline:

• "FROM METH ADDICT TO MOM" is the feature headline of the front page magazine.
• The feature headline entirely uses less then 6 words in order to achieve bigger respective font-size.
• The headline also needs to make association with key visual to achieve higher recognition.

Key Visual:

• The biggest attraction of the magazine cover is Battling Meth
• The key visual of the magazine has to achieve visual impact
  
  

The 08 Olympic Equestrian Events is coming soon. ""CAN'T WAIT""

All of the professional equestrian competitors form different countries would have to demonstrate their excellent elegant performance with specific actions as Olympic sport in which humans and animals work as a team.

http://www.hkjc.org.cn/eng/hk/match.asp (Link of The Hong Kong Jockey Club)

THE ONLINE MEDIA COMMUNICATION:

• Contents: Message of the 08 Olympic Equestrian Events - Dressage, Jumping and Eventing.
• Intended audience: The audiences who already well-know the rules of equestrian events.
• Content: Audience matching: written English used to suit the mostly foreign.
• Design / Layout feature: Professional web-page designed, navigation buttons on left side of the web-page.

In fact, the online media communication is definitely convenient to get online for audiences at anytime and anywhere. There are 3 statistic points that we need to be concentrate and careful. Firstly, reading from a computer screen is 25% slower than from paper. Secondly, web content should be 50% the size of paper equivalent. Thirdly, there are 79% of users always scan. On the contrary, there are only 16% of users read word by word. According to Nielsen, "People rerely read web pages word by word; they scan the page, picking out individual words and sentences (Nielsen, 2006)."

According to the web-page of The Hong Kong Jockey Club, the designer of The Hong Kong Jockey Club mainly utilizes the inverted pyramid style to introduce the importence of the equestrian events. Moreover, the headings and the subheadings have been showed clearly and individually on the web-site for audiences. Eventually, the concept of one idea per paragraph is fully filling what an audience wants or needs.

Can BLOG entirely replace traditional journalism in furture?

After having the Tutorial 3 of IPD, I strongly figure out that the Online Blog has more advantages and effectiveness than the Traditional Journalism. During the discussion time with my group members, our members truly expand the feature of Online Blog. For instance, the Blog has no-time limited and has an interaction between audience and editor instantly. It makes a great respon or reply after digesting the main topics. Any one of audience can individually create a personal Online Blog within several steps and few minutes. Moreover, one of the reasons is that the Online Blog can widely create an opportinities for audiences to become a professional editor. It's because every auidence has a multi-tasks functional mobile phone with 320 Mega pixel camera in their pockets.

On the contrary, the Online Blog has somewhat disadvantage for online audiences. Firstly, the reliability and credibility cannot be all trusted because of the different degree of bias. Secondly, there is absolutely no responsibility to take because of the freedom of speech on internet. Thirdly, the photos taken could reasonably be used for evidences. All of the possible reasons and disadvantages could be happened or showed on the internet. Therefore, the audiences should have the critical thinking skills to identify the evidences is true or not.