Evaluation Task 1In what ways do your products use, develop orchallenge forms and conventions of real mediaproducts?
• To be able to analyse the codes and conventions we used in our music video, we need to understand the theory:• The method of studying signs is semiotics (used to read signs in visual images offering connotations and dentations to the audience); shared understanding by the audience controls the reading of the signs• McMahon and Quinn identify three types of codes- Technical codes – camera angles, sound, lighting etc.- Symbolic codes – clothing, colour, body language, setting- Written codes – headlines, font, style, graphic design etc.* If codes are the language, when shared they become a convention(unwritten rules that we accept; they are natural for the reader, theycan be used, supported or subverted Codes and Conventions
• I will base my analysis on the forms and conventions identifies by Goodwin and Archer (Media Magazine 8)• Steve Archer – the relationship between narrative and performance• Andrew Goodwin in his book “Dancing In The Dark” on the rise of MTV (1992) identifies key features of a music video, such as:- Relationship between the lyrics and the visuals- Relationship between the music and the visuals- Own music video style and iconography- Close-ups- Star iconography- Voyeurism- Intertextual referencesAndrew Goodwin and Steve Archer
• In his book “Producing Pop” Keith Negus lists 11 Common Generic Conventions of Popular Music Promo Videos, such as:- The featuring of the artist (almost without exception)- A wide and extensive shot types, camera angles and movements- Use of special effects- Unashamed promotion of the artist’s “image” as a specific product with a brand identity- Shots cut tightly to the beat of the trackKeith Negus