Introduction

The final report contain three main parts.First it will introduce my interested career/the industry environment and how it operates in context to current trends especially in China. In second part, it will have a bibliography and references which a list of where and when the interviews took place and some detail of it.After that, it will draw attention to demonstrate what is the interview about and what I’ve got through the interviews.Instead of transcripts of interviews, this part will emphasize to analysis and application of the information gathered from the interviews to my own individual aims that is assessed.Finally, I will put the interview question at the end of the report.

What is WeChat Official Accounts?

WeChat a Chinese mobile-messaging service which is growing in warp speed. It has become the most important social media platform in China.WeChat (WeiXin in Chinese) is a mobile instant text and voice messaging communication service developed by Tencent Holdings Ltd. in China on January 21, 2011. WeChat has changing the traditional communication method, people uses it rather than e-mail and making telephone calls.Also WeChat is a phenomenon,since it has been released in 2011,in the space of a few years it has intermediate changed people’s life.As the most popular instant messaging app, WeChat is so much more than just a messaging app,the WeChat Admin Platform is e-commerce,gaming,banking and marketing. And people can not ignore the platform’s marketing potential.

Data has showed that there are 700 million monthly active users and 10 million WeChat official accounts in 2016.In today’s WeChat essential tip, it will be covering the basics of official accounts(OA’s)Official accounts provide a formal way for companies to interact with their customers thru WeChat. Since WeChat has become so ingrained in Chinese society, there are few organizations that can ignore it, with all local companies pretty much now having some kind of presence on the platform.

It have to be noted that there are three different kinds of official accounts:subscription accounts,services accounts and enterprise accounts. In this case,I will put focus on subscription,the public account.Users can receive different services and information by following official WeChat accounts for reading, replying, storage,sharing,and re-tweeting.From the data base,it shows 39.8% WeChat Users reading content via followed public accounts in China,at March 2016 and it is also the top 3 most frequently WeChat activities which conducted daily.

People read news on social media than TV& Newspaper combined, 55.4% people prefer mobile apps and 40.4% people will use Social media(WeChat,Weibo,etc.) This could be seen that Social media has changing people’s reading habit. Most important, WeChat subscription accounts can be seen like a daily news,it main leans to convey information to their followers, as they can push one new update a day and users can easily share the link on WeChat moment.

To be a WeChat Public Platform Editor（SOCIAL MEDIA PRODUCER）

I am looking forward to be a WeChat public platform editor.The position works closely with the social media producer.On the basis of the upon reasons,the traditional reading form has been replaced by WeChat public platform. According to Beattie.C.A “Everyone is using WeChat, so marketers are wondering how can they use it in their communications, said Sophia Ong,the executive at WeChat’s parent company,Tencent,who helps marketers navigate the internet giant’s myriad platforms. They know it’s very influential, everyone is using and sharing it.”

My basic industry information is come from my internship which I have been work as a public platform editor,so that I realized how important the WeChat public platform could be and the huge market influences of it. During that period I followed so many local official account and found that Social-media technologies allow a far wider range of people to take part in gathering, filtering and distributing news.This is also a significant context to current trends of WeChat platforms. On the other hand,most enterprises use WeChat as a marketing tool to promote collections and services for users. I used work around 6 months for a company, Dianping which is one of China’s most popular restaurant-review and group-buying services company. My job was managing and maintaining company WeChat official account platform so I have a general understanding of the sector profession.This position offers the opportunity to cove Dianping offline events,and also including manage the online platform.

Although WeChat public platform editor and network editor have so much commons,Being a public platform editor transforming some differences.Both of platform editor and network editor need writing ability,however the article requirements is quite different.First,WeChat as a social media platform, it needs more shorter and newer messages,it requires the editor have more sensitive ability of collecting informations,then integrated them together very fast.Besides, most importantly, WeChat public platform seen as a market tool, it needs tightly match with the clients’ requirements or being well to present the “merchandising” in other words—soft advertisement.Because of the Chinese marketing,more and more official account trend to create flexible language which I have mentioned, soft advertisement,those who attract is eyeball. So that, some bad ethos have rollin into the issue which could be seen after the explosive of subscription accounts,especially at Chinese society.This will be discussed in final report.So being a good platform editor is much more far from that.

Industry Environment and Future trend

The Information Age has spawned many new professions, but WeChat Official account editor could well be the one with the most profound effect on our culture. To begin with the popular of Weibo （Sina Weibo） is “a Chinese microblogging (weibo) website. Akin to a hybrid of Twitter and Facebook, it is one of the most popular sites in China, in use by well over 30% of Internet users, with a market penetration similar to the United States’ Twitter.”Most people believe the rise of Weibo is a flag of National figure until the rise of WeChat.Here are 7 possible forecasting has been put forward by Ye and Tian from people.cn blogger, The most important point of view they have claimed “WeChat is a true platform which also a level product, it combines a variety form of spreading informations——The one way communication, Interactive communication,Interpersonal communication,Organizational communication and Mass Communication, which means the Functions of  it  is unprecedented comprehensively. In a way, it replace the phone voice messages and cell phone voice cals function absolutely no longer important. WeChat also in the growth period, in the foreseeable future, also don’t see any product can replace it. Moreover, WeChat public platform is a by-product of WeChat which is a part of the ecosystem of it.As long as the users are not dumping WeChat, with the content of the most closely,WeChat public platform won’t die.In addition,Ye and Tian have also declared, the report shows the traditional media advertising market is negative growth in 2014.While the Internet advertising market development peak.The form of advertising in WeChat subscription number by message at the bottom of the page set up a provision capacity, according to the user clicks on the billing.Wide click-through is referred to as mobile advertising market in 2014 one of the biggest dark horse, tsinghua university, a master’s individuals can operating WeChat public number per month from wide click-through revenue more than 4000 RMB. So that we can see the power of it.

Interview and some reference around

Target my personal situation, I am quite suitable for the job.

THE FIVE MINDS FOR THE FUTURE

In this weekly reading, Howard Garder address what people need 5 minds nowadays;disciplined mind,synthesizing mind, creating mind,respectful mind,ethical mind.For me as a international student who are from China, in our culture ,the last two minds would be most important, or it could be seen as the basic personality quality. And Garder especially care to mention the importance of the creative mind which i agree with. Because the creation is becoming the most important quality in China. It is obviously that the population is huge in China, the pressure of competition also extensively in China’s major cities.

For a long time, we all have a dram, which is people trend to summarized those who change the world, and promoting human progress cattle people come to the conclusion that some things in common, to provide reference for the own and later time,like Steve jobs,But this is not an easy thing, the great man a different character, different backgrounds, their success path cannot follow, also not good copy.What if they really have in common, that is they all have very strong creativity.

Overall creativity is a very complicated phenomenon, any single condition is not enough to lead to the generation of ideas.Focus on creative work, enjoy your work and do not care about the details of life.Success is included with the harvest, target is not the beginning.Great achievements of creativity is usually not a brainwave, but the result of the whole, is the process of slow, even last a lifetime.

In this weekly reading, the author Judy Wajcman talks more about how we manage our time. She explains why we interpret our experiences with digital technology as inexorably accelerating everyday life. Being in a rush lifestyle drives our daily life. Is that good or not? Is a faster life really help to build a modern societies? Actually, it is not about speed, being better and using the tools to this end rather than being used by the tools.

I have read a quite similar book online years ago.  《Dark Time》The author weipeng Liu used to be a blogger, he shared his point of view on his blog, compare with Judy Wajcman, he is draw more attention to advice young people how to be good use of their time. There is a part in the book really remarkable, to translated here,"Our life is like an hourglass, everyone’s hourglass filled with the amount of the sand, and everyone live almost long.The difference is that some people’s hourglass necks are small, some coarser hourglass necks are big.The big neck is to capture every grain of sand of time, although the amount of sand, but relatively have a longer life."

In this weekly reading, it addressed about the craftsman mindset, Cal Newport debunks the long-held belief that “follow your passion" is a good advice. According to the book:
“If you want them in your working life, you need something rare and valuable to offer in return. In other words, you need to be good at something before you can expect a good job.The narratives in this book are bound by a common thread: the importance of ability."

The craftsman mindset is crucial for building a career you love.The deep questions driving the passion mindset – “Who am I?" and “What do truly love?"-are essentially impossible to confirm. “Is this who I really am?" and “Do I love this?" rarely reduce to a clear yes-or-no response. In other words, the passion mindset is almost guaranteed to keep you perpetually unhappy and confused.

Steve Jobs had a speech in 2005 Stanford university graduation ceremony, “You’ve got to find what you love.The only way to do great work is to love what you do. If you haven’t found it yet, keep looking, and don’t settle.”

Steve jobs is not the first person to put forward the idea.Since the last century, in a lot of career development and success in the book, all mentioned “follow your passion", told what we should find our true interest, and will it linked with our career, we will be succeed.This view is so popular, until later, a lot of books no longer even argumentation and emphasized the importance of it, and tell we should how to find our passion.

To sum up,Learn to think in artisans, honed in the concrete work of self unique skills, attention to efforts to the world, rather than the world gives to the self.Skills is to obtain working capital, later turn into the strength of self.

Zhu, Ying, & Rosen, Stanley. (2010). Art, Politics, and Commerce in Chinese Cinema. Hong Kong: Hong Kong University Press.

This book is tell more about the context of Chinese cinema, composed by three main parts. The first part put focus on film industry, to tell the audience about the local and global markets. It has been states the evolution of Chinese film as an industry at very begin,then talked more about Chinese cinema’s international market.

As a international student especially from China, i know that the content of Chinese film can not ignore politics, in this book second part has draw attention to that.Be seen as a part of Chinese film culture, the author talked about 1960s to 1980s this special period of time, more of that, it is also important to illustrate the history of Chinese film.

Moreover, in the part three, the art form has been introduced, for example, the fifth generation auteurs, also the case of Zhang Yimou’s early works. Most cinematic art form has been told. Normally, the filmmakers’ work can represented the society current situation，in especial Chinese film industry. In this part, it helps a lot when i was researching the gender of Chinese filmmakers. It explain the style and authorship with the background of time period which is very good, it has a clear time period for understanding how Chinese film has been development and revolution.So many significant Chinese filmmakers has been mentioned, like Zhang Yimou, Jia Zhangke and Feng Xiaogang. 

Chau, J., Rosen, Stanley, Cooper, Eugene, & Goldstein, Joshua. (2010).The Chinese Film Industry’s Soft Power Implications, ProQuest Dissertations and Theses.

Compare with any other medium, film has been seen as soft power in many contexts, and Chinese-language film has the potential to be a form of soft power. In this article, it has comprehensive

analyze how Chinese film as a from of soft power which related to the Chinese culture, at the same time it would be good to compare with the American Film.

On the other hand, in the second chapter, the author has introduced the production and distribution system of Chinese-language film, which not necessary put in our group work but good to have a overall reading. At the third part of my reading, the author put focus on the limitations of Chinese-language film as soft power which is very important. It gives quite few films as example, this is a good way for me to understand the impact of Chinese-language film on American audiences, which case study would be easy reading. In addition, Chau has pay a lot attention to the comparison. This is a good research for our group when we doing comparing to United States, not only film form but also, economic aspects. Moreover, Chau has also mentioned the difference between Chinese filmmakers and American studios, which is also a good comparison points. From reading  we know that China still struggles to use their own cultural products in their films while Hollywood has capitalized on its system.

This weekly reading is talking about people who work in media industry, the situation of those labour, and also pay attention to those who are informal media work has a real downside which is repetitive and lowly paid, especially for freelancers and other workers at the bottom of the food chain.Ken Muise as a freelance creator gives some advices. Indeed, in that chapter, we also address that informal modes of media work. As authors noted: “There would be no culture, no media, without labor. Labor is central to humanity, but largely absent from our field.” To conclude, we need formalization, the understanding of that need across time and space.

I am used work as a editor for internship which in another word could be freelancers, so i know the feeling of it,especially in this circumstances,different background, international student, work for Chinese enterprise. Actually, Chinese enterprise means non-standard. However, the author also explains: “Informality is the structuring principle in which many small and medium-sized new media companies seem to operate:finding work,recruiting staff,getting clients are all seemingly removed from the formal sphere governed by established procedures,equal opportunities legislation, or union agreements, and located in an arena based on informality, sociality, and ‘who you know’ ”. So first step, instead of repressed, we should pay more attention to apparent conundrum debate the utopian claims for coexisting formality and informality- brought into the open and discussed.

This weekly reading talked about the shifts of entertainment and media companies in media industry which are growth and have so many opportunity in nowadays.It has 5 ways roiling the industry that can give us a definition of outlook in 2016-2020.Lederer and Brownlow believe that:"This global media landscape is multi-shifting."

To sum up these some exhibits they have illustrated, it can be concluded like  points.

• E&M spending is growing more rapidly than GDP
• Different countries has different growth rates
• Revenue across E&M is steadily shifting from publishing businesses to video and Internet bussinesses
• Media industry still should target the youths
• Cultures and tastes in content remain steadfastly local
• Regional inconsis tency in regulation affects business models
• E&M companies that combine technology with industry-centric assets(relationships,customers and knowledge)

The most interest me is  that in 2017 when China overtakes The U.S. in box office revenue, and China  will held the leading position in an E&M segment which means China has the huge growth markets, and also China is well advanced in segments such as digital advertising.So that we konw that the business models could be the one of most important part. We should pay attention to the another noteworthy shift, because in many areas, the growth of technology and digitization acts as a powerful centrifugal force–breaking up existing relationships.

Lederer and Brownlow has concluded five shifts which really changes in the E&M landscape and provides more and more opportunities in media industry, it can also helps the companies plan and do business better.

The first weekly reading is wrote by a famous economist Klaus Schwab. He predicted how would the   fourth industrial revolution influence the society and world. He organized the list into three clusters: Physical, digital and biological to identify the megatrends and convey the broad landscape of technological drivers of the fourth industrial revolution. To move forward,Schwab explored the role that governments must assume to master the fourth industrial revolution, while recognizing the enduring forces that are changing the traditional perceptions of politicians and their role in society.

He has give some agile governance principles in an age of disruption,which some aspects, for example the economy, the security, the liability and some more. Finally, he discussed the most essence part of  the fourth industrial revolution, the relation of human and society.

From the weekly reading, the most interest me is the nature of work. Schwab believed “Today, the on-demand economy is fundamentally altering our relationship with work and the social fabric in which it is embedded.” which means people have more freedom to (or not to) work, they have more fixable time doing work. My personally, i think it would be a trend for future. My final year internship could be an evidence. And we can find it become more and more popular especially in China. I am an official account editor work for Wechat (wild use app in China) which means i managed  a micro message public platform. These kind of form has been replaced  any kind of commercial become the most popular and easier way of doing that. This would be a part of job which Schwab has mentioned in that chapter.

Research question:

How to do a food documentary？

Statement:

For my investigation，I wanted to explore how to make a transition for a documentary, specifically for a food documentary.

I was inspired by Ang Lee’s early work Eat Drink Man Woman(1994)，then I started  thinking why not do a film about food？I have watched  a lot of documentary about food and that are really attract me.Then I researched other documentary about food.

My initial idea was doing a small documentary which based on shoot some street view, a small interview and some shoot at the restaurant just like David Gelb’ Jiro Dreams of Sushi (2011).

and create something similar in my own work, but I found it is quite difficult to do the whole stuff by myself, so I trend to do some simple work, so I plan to shoot every Chinese restaurant in Melbourne CBD. By doing research, I was exciting found doing a documentary for food has some similar technical skill like using the rapid or slow skill. Then I attempting  to use that kind of skill in my documentary.

After doing the research, I planned to location scout around the city, I would film the restaurant at three different angles.The idea was inspired by Paul, He suggested me just throw myself then shoot some restaurants. I found that is true this is my first time doing a film like this. Some people would say doing a documentary is boring, but when i back to edit room review my footages, they are very interesting. All the things is just happened with  initiative, and i just let it be.

Bringing all of this, I back to edit room to put them together, I am so bad at organizing some thing especially the technical stuffs. As mention， I try to rapid the footage which people working crossed the camera, the effect is quite good. I was regret  that I did not record the sound.but if i recorded i will achieve more skills during the course. Anyway, i replaced the sound with music, follow the rhythm, i made the vision could follow it. This would be a training to be editor, you need spend a lot of time to make it looks good.

To sum up, after the whole projected  has been down, I really got to understand how to be a directors and editor these are the new skills for me particularly in regards to editing and filming.

Before this course I was attempting to learn “How to watch a film” I meaning from many aspect， not only with the enjoy it. So after all,  it bringing me one step closer to becoming a better filmmaker.

Screener：

Theme/Meaning：

Melbourne for me is a developing city, the population growth rapidly. It is undeniable, the Chinese occupied a large number of population, as a international student from China, I have tried 80% Chinese restaurant in city. It is obviously, in such a city, more frequent replacement of the restaurants. So what is the meaning of diet? Is this just for living？or the profit for the restaurant owner？（could be voice over）

Sum up: The significance of Chinese cuisine is heritage and the philosophical attitude toward life.

Shooting Content：

•Street scene： Put it in at beginning or ending ，to introduce the background. Where(Mel)    what is my topic(Chinese food/ China town)  where the main restaurant (bourke street)

•The restaurant shooting: the shooting of interior，environment and the atmosphere there/ the shooting of how to make the cook(cold rice noodle and Chinese hamburger)

•Interview：with owner and customers

Shooting style：

•Snapshot：used as introducing

•Slow motion：used as food shooting

•Focus and defocus superposition use

•Interview: camera + recorder

Post production：

•Editing

•Voice over

•Subtitle

•Music

So the two following week i would put focus on shooting these things. The last week would be editing.

主题/意义：墨尔本在我看来是一个发展中的城市，日新月异人口也以暴增的速度增长，不可否认，华人占人口的很大比例，作为来留学的中国留学生我几乎吃过city 80%的中餐馆，不难发现，在这样一座城市里，餐厅的更换更是频繁。那么饮食对于在西方国家的中国人来说是什么呢？解决温饱？还是餐厅主人盈利的手段？（旁白）总结:饮食对于我来说更多的是传承。

拍摄内容：

•街景    主要放在开头或者结尾，介绍背景。发生的城市（墨尔本）以及我所要拍摄的主题（唐人街，中餐）和拍摄主要地点（长安人家，bourke street）

•餐厅拍摄  主要拍摄餐厅室内环境，室外环境，和制作食物的特写

•采访 采访餐厅的老板和顾客（记得写参访稿）

拍摄手法：

•快镜头: 用于介绍背景

•慢镜头：用于拍摄食物制造过程

•对焦和失焦的叠加运用，使画面有层次、制造美感

•采访：摄像机+录音机

拍摄后期：

•剪辑画面

•旁白

•字幕

•音乐

细节（模仿其他纪录片）