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  1. 1. In what ways does your media product use, develop or challenge forms and conventions of real media products? By Saskia Calliste
  2. 2. Theorists/Theories Applied to Our Music VideoAndrew Goodwin has several theories in relations to the conventions of musicvideos. Our music video uses, develops and challenges certain conventions ofmusic videos for the specific genre that we have chosen. One being that thenarrative is rarely complete. This where our music video especially developsconventions as we complete the majority if not all of our narrative while justleaving the fate of the three characters to interpretation.Our music video in some ways develops the conventions of Steve Archer inrelation to cutting between narrative and performance. Although in theperformance shots in our video a band is not present, we do use close ups ofthe lip syncing.Simon Friths 3 typologies of performance, narrative and conceptual are allpresent in our music video. The one we explored the most was the narrativewhich coincides with Goodwins relationship between the lyrics and thevisuals. The conceptual typology is shown the least in our video but is shownthrough the character of the ominous attacker who you do not see throughoutthe whole video. In one scene you see a controlling hand who is supposed to bethe ominous male character but the whole male presence in the video is a
  3. 3. How We Use Conventions?Our music product uses certain conventions of typical music videos forthe genre like the choice of song. It is common in the pop/hip-hop genreto have singing mixed with rapping. In this respect we also challengeconventions by not seeing the rapper rap on those parts of the songand have instead swapped them for the narrative. Goodwin statesthat there is a relationship between the visuals and the lyrics,which we have allowed to happen through the substitutions ofthe rap for the narrative. The only artist you see is who weappointed as the main artist where she sings the chorus and bridgesand who you sees many close-ups of during and after the narrative. Wehave challenged conventions by allowing the chorus artist to take fullresponsibility of the song to the extent of having it on the album whichwe display later on the Digipak. Another way we develop conventions isthrough the style of artist that we chose. The fact that part of the song issung by a choir, their voices went with the image of the artist we chose.
  4. 4. Although under Goodwin’s conventions thischallenges it, we have also used conventions bydeveloping a star iconography through accessoriesand camera work. The accessory used on the front albumcover of the Digipak and in the music video is a necklacewhich labels the artist and is now a recognising factor to her.Another thing is the hair of the artist as it is very recognisableand has not changed much from the construction of the musicvideo to the construction of the album itself. This is commonwith artists like Emeli Sande, Jessie J and Janelle Monae.The camera work in some ways represents an image of theartist, as she only shows the top half of her body and a fullbody image in the music video or the main aspects of theDigipak are not shown. This star iconography displays ahumble, less showy view of the artist which then allowspeople to focus more on the voice. This develops conventions
  5. 5. How We Develop/Challenge Conventions?Using a song where the rap is the dominant feature of the song, we havedeveloped conventions by using the rap portion of the song to portray thenarrative and having the contributing artist take full responsibility for the song.We portray this by only show the artist when the singing parts come on; this isexpressed further on the Digipak, where we pass the song of as the artists ownand say that the rapper on the track is the feature.Another way we have developed conventions is simply by using a narrative.Although this is not completely uncommon, it’s quite uncommon for the narrativeof a song to be followed word by word especially in the pop/hip-hop genre. Thefact that the narrative is on quite a serious issue, this is also uncommon with 21 stcentury music in the charts as they normally contain meanings of love, sex,drugs and dancing in clubs with women. Women are normally a main feature ofmany music videos in the genre. Although our music video contains women,they are portrayed in a very different way. Under the theories of Goodwin,he states that reference to voyeurism is present, particularly in theportrayal of women. The portrayal of women in our genre shows them usvulnerable and easily manipulated. This is how our video challenges
  6. 6. Andrew Goodwins theory in relation to our video Relationship between lyrics and visualsLyric: ‘she was on her way home… but she was persuaded by summer air to walk instead oftaking the train’
  7. 7. In this image we show her walking and then soon after you see her walking past the train station which coincides with the visuals and the song being linked.
  8. 8. Lyric: ‘An unprovoked and most venomous attack, he took from her that, she can’t get back…’
  9. 9. There is a demand on the part of the record company for lots of close-ups of the main artist/vocalist: USING CONVENTIONS
  10. 10. Developing conventions by having lots of close-ups of themain character of the narrative who does not sing or mime like in a lot of videos when the artist does not appear as often.
  11. 11. The Andrew Goodwin theory of Voyeurism is present in our video but it lies solely in the hands of the actress andnot the artist. The presence of voyeurism is dominant hereand the camera work enhances that by slowly exploring the subject. This uses conventions also as in many music videos, when reference to voyeurism is made towards the female form the camera work normally slows down or replays.