An Introduction to Writing for Electronic Media

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An Introduction to Writing for Electronic Media Scriptwriting Essentials

Across the Genres

Robert B. Musburger

AMSTERDAM • BOSTON • HEIDELBERG • LONDON

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Focal Press is an imprint of Elsevier

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Library of Congress Cataloging-in-Publication DataMusburger, Robert B.

An introduction to writing for electronic media : scriptwriting essentials across the genres/Robert B. Musburger.

p. cm.Includes bibliographical references and index.ISBN 0-240-80852-5

1. Mass media–Authorship. I. Title.P96.A86M87 2007808’.066302–dc22

2006102959

British Library Cataloguing-in-Publication DataA catalogue record for this book is available from the British Library.

ISBN 13: 978-0-24-080852-9ISBN 10: 0-24-080852-5

For information on all Focal Press publicationsvisit our Web site at www.books.elsevier.com

09 08 9 10 11 -5 4 3 2 1

Printed in the United States of America

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To Pat — friend, companion, lover, wife, and editor. For so many years of happy work, play, and living

life to its maximum.

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Contents

Preface xiii Acknowledgments xv

1 Getting Started: Loading the Application and Sharpening the Pencil 1Introduction 1Background 1Script Variations 11Media Differences 11Basic Writing Skills 13Language of Discrimination 25The Law and Censorship 27The Audience and Distribution 30Summary 32Be Sure To... 32Exercises 32Additional Sources 33

2 Media Production for Writers 35Introduction 35Writer’s Relationship with Production 36What Is Production? 37Why Production for Writers? 38The Language of Production 39Video Production Techniques 45Audio Production Techniques 48Digital and Web Production Techniques 49Summary 50Be Sure To... 50Exercises 51Additional Sources 51

vii

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3 Spots: Public Service Announcements, Program Promotions, and Commercials 53Introduction 53Background 54Public Service Announcements 56Promotional Announcements 57Commercial Announcements 58Audience Analysis 60Ethics 64The Law 66Writing Spot Copy 74Copywriting 77Copy Formatting 81Instructions for Dual-Column Format Using Microsoft Word 82Instructions for Single-Column Format Using Microsoft Word 85Production Values 89Summary 90Be Sure To... 91Exercises 91Additional Sources 92

4 News 93Introduction 93The Fourth Estate 94Print Newswriting Basics 94Electronic Newswriting Basics 98Newswriting Guidelines 99Interviewing 105Know Your Stylebook—Objectivity and Fairness 106Radio Newswriting 108Television Newswriting 117Internet Newswriting 130Summary 134Be Sure To... 136Exercises 136Additional Sources 137

viii CONTENTS

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5 Documentaries 139Introduction 139Background 140Types of Documentaries 143Script and Production Patterns 144Sponsored Documentaries, Biographies, and Docudramas 146Docudramas 147Documentary Preproduction Process 148Documentary Formats 149Writing a Documentary 151Summary 153Be Sure To... 153Exercises 154Additional Sources 154

6 Informational Productions 157Introduction 157Background 158Writing Corporate Media Scripts 161Writing Educational Media Scripts 175Summary 176Be Sure To... 177Exercises 177Additional Sources 178

7 Animation 181Introduction 181Background 182The Production Process 184The Writing Process 187Writing Techniques 194Summary 199Be Sure To... 200Exercises 200Additional Sources 201

8 Games 203Introduction 203Background 204

CONTENTS ix

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Types of Games 206Writing Game Scripts 208Script Formats 212Developing Plot and Action Lines 213Summary 215Be Sure To... 216Exercises 216Additional Sources 216

9 Drama 219Introduction 219Background 220Stages of Scriptwriting 223Dramatic Script Formats 240Summary 248Be Sure To... 249Exercises 249Additional Sources 249

10 The Internet 251Introduction 251Background 251Types of Internet Messages 254E-Mail 254World Wide Web 256Types of Web Sites 257E-Commerce 260Streaming Media 260Audio Streaming 261Video Streaming 263Writing for the Internet 264E-Mail, Chat Lines, and Instant Messaging 265Newsgroups and Blogs 266Interactive Producing 268Interactive Writing 270Electronic Commerce 272Internet Problems 274Summary 275Be Sure To... 276Exercises 276Additional Sources 277

x CONTENTS

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11 Future 279Introduction 279The Search 280Networking 281Internship 283Resume 284Cover Letter 289Portfolio 290Interviewing 293Freelancing 296Representation 297Summary 298Be Sure To... 300Exercises 300Additional Sources 301

Appendix A 303 Appendix B 305

Appeddix C 308 Glossary 313 Index 329

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CONTENTS xi

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Preface

Regardless of the technical level of a media production, analog or digital, electronic or motion picture, at an early point in time, the basic concept and plan for a production must be recorded in some form on a readable medium. The writer is responsible for that form by laying the groundwork, designing the blueprint, and providing the means for the production crew and staff to convert an idea to a completed production.

This text has been written as an introduction to the methods of cre-ating scripts for eight different genres of media productions: spots, news, documentaries, informational, animation, games, dramatic, and Internet productions. It is not intended to provide the means for a first-time writer to reach the level of writing of an Academy- Award winning production, but it offers the opportunity to sample the eight genres and their various differences and similarities. This sampling intends to lead the reader to an understanding of the pro-cess of media writing and the realization of the importance of the relationships between the writer and the production crew and staff. The text offers brief explanations on the actual production processes to better help the writer accept the changes to his or her script that must occur during production and postproduction activities.

To help the writer reach an awareness of how both script formats and script writing for electronic media productions reached their present state, the background of each genre of media writing places the present writing routine in perspective. The reader of this text is offered basic grammar, sentence structure, and page formatting used in script writing to develop the basic skills of presenting professionally prepared scripts.

xiii

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Since this is an introductory text, a final chapter offers sugges-tions on pursuing a career in media writing, preparing for inter-views, and writing resumes. The author hopes this text will lead the readers to further explore a career in writing by expanding their educational options and continuing to write. The only way anyone can reach a professional level of writing is to write, write, and keep on writing.

R. MusburgerSeattle, WA

xiv PREFACE

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Acknowledgments

An author would have a difficult time completing any manuscript without some assistance. As a teacher and practitioner, my assis-tance has come from hundreds of students and co-workers, some for positive results, some for negative. I cannot recognize everyone, but a few that come to mind among students have been Gregory Gutenko, Charley and Nancy Welborn, Karen Foss, Joe Tankersly, David Garfield, Sarah Fife, and Dominic Sachse. A special thanks to Michael Carr and Dep-Wah Davis for their assistance with this text. Professionals include the Wormington twins and Murray Nolte from WDAF-TV days. Help from faculty came from Sam Scott, Gaylord Marr, Elizabeth Czech-Beckerman, Tom Hoffer, Norm Medoff, Jennings Bryant, Ray Fielding, and Ted Stanton. Larrie Gale warrants special thanks for his assistance on this text.

My relationship stretches for over 15 years with editors from Focal Press, during that time I have had the pleasure of working with Philip Sutherland, Mary Lee, and Lily Roberts. For Amy Jollymore, Doug Shults, and Elinor Actipis who guided me to the final para-graph of this book.

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