A Level Media

1. Evaluation Question 1
In what ways does your media product use, develop or challenge forms and conventions of real media products?

2. • My music video and ancillary products both conform and subvert
to codes and conventions of pop music videos, posters and
digipaks.
• I researched Stephen Neale’s theory of how media products are
the product of two aspects, one being the codes and conventions
that adhere to the genre of the product and secondly those codes
and conventions that subvert the codes and conventions of that
genre. I ensured that my products adhered to the codes and
convention of pop music products so that it was recognisable and
attractive to my target demographic but then I also made sure that
some aspects subverted the codes and conventions due to trying
to create a unique selling point.
• However, there were also some codes and conventions that were
difficult to adhere to due to practicalities and not having the same
large budget as existing products.

3. • I did some textual analysis of existing pop music videos in order to understand the
codes and conventions of pop music videos and also girl group music videos.
• Here are the links to my textual analysis research:
• https://myadvancedportfolio3104.blogspot.co.uk/2017/10/research-textual-analysis-1.html
• https://myadvancedportfolio3104.blogspot.co.uk/2017/10/research-textual-analysis-2.html
• https://myadvancedportfolio3104.blogspot.co.uk/2017/10/research-textual-analysis-3.html
• https://myadvancedportfolio3104.blogspot.co.uk/2018/01/research-textual-analysis-4.html
• I researched several other music videos but found that these were the most helpful for the finished product I was
going for.

4. Theory
• As well as researching existing products it was crucial
to research theorists to get a better idea of codes
and conventions. I researched theorists such as
Stephen Neale, Laura Mulvey, Andrew Goodwin,
Sven E Carlsson, Richard Dyer and others in order
to help incorporate theory in to the research and
production of my products. To help create aspects of
existing products helping me to understand the genre
and look at it with a critical and more educated
perspective, and the theories help to outline and
explain the conventions that I needed to use.

5. • I followed typical codes and
conventions of having the name of
the song on the establishing shot
and chose to have the establishing
shot being simple so there is no shift
of the audiences attention and set the
scene.
• I chose to use a Lambourgini as
generically pop music videos
have extremely high production
values which was a hard
convention to portray throughout
my work without having the same
budget so used this shot to try
and aid that disadvantage.

6. • I adhered to the typical
codes and conventions of
having an establishing
shot of each member of the
group at the very beginning
of the video, which helps to
introduce each member. I
also chose for these shots
to be extreme close ups
with a direct mode of
address this helps to create
a relationship between the
artists and the target
audience because if the
artists are relatable with a
relationship with their target
audience it creates more of
a fanbase creating more
success for the product and
the band.

7. • I adhere to codes and
conventions of girl bands
within the the pop industry
in terms of them attracting
Laura Mulvey’s theory of
the male gaze, and being
image conscious, applying
makeup in the mirror, in
silky nightwear which has
connotations of being sexy
along with the red lip that
one of the artists is wearing.
I chose to adhere to this
convention as it gives a
secondary target audience
being the male gaze
regardless of whether they
like the music or not, making
the product more
successful.

8. • Solo close up of each member
singing adheres to typical
codes and conventions of a
bands music video, and the
close ups also allow a
connection between the artists
and the audience by allowing
the audience to solely focus on
them with a direct mode of
address.
• I looked at Andrew Goodwin’s
theory of extensive close ups
of the artists in attempt to bring
the artist closer to the
audience. I adhered to this
convention to create a direct
relationship between the
artists and the target audience.

9. • Used natural
frames to create
an aesthetically
pleasing setting.
• I copied the codes
and conventions
of successful
music videos by
using multiple
different shot
types to keep the
video interesting
and engaging and
also to help
portray the
narrative.

10. • Each member had
their own scene and
having their own
section with a
different narrative.
This is a common
convention for band
music videos and
also helps to keep the
video balanced with
each member
featuring solo equally.

11. • Andrew Goodwin identifies how there is a relationship
between the lyrics and the visuals. This is a common
convention for pop music videos for the visuals to match the
lyrics and I have adhered to this in my music video as it helps
to amplify the meaning of the song through the use of visuals.
This is a commonly used convention in the pop genre.
“He doesn’t love me,
so I tell myself”
As she opens a note
from flowers he sent her
saying “I Love You”

12. • Henry Jenkins theories about the relationship between producers and consumers
he argues how fans take media texts and reproduce content by utilising it and
creating something new. From my textual analysis and other research I had looked
at existing products and created my own versions including similarities of shots and
camera angles that adhere to the codes and conventions of pop girl groups.
Engaging and interesting shots create gratification for the target audience.
• Below are my similarities with “Hair” by Little Mix
Whole group doing makeup in silky pyjama/lingerie
in the mirror, glamorous.

13. • More examples of similarities: whole group laying
on bed, birds eye view.
• Extreme close up of phone.

14. Mise-en-scene
• I used a bedroom as the mise-en-scene of majority
of my video this is a common setting for pop girl
group videos with examples including Hair by Little
Mix and a hotel room used in the original video for
New Rules. I also used plain backgrounds for other
parts to avoid my video looking cheap and
unprofessional in comparison to the high
production costs of other pop videos.

15. • I used a common code and
convention of narratives and
music videos by showing
empowerment
(overcoming/victory of
something) at the end of the
video to represent the
narrative. I did this by using
low angles of each member in
a solo shot and at the end in a
united shot where they flick
their hand and turn away to
represent the narrative of the
imagery linking to the the lyrics.

16. • Having dance routines to
adhere to the codes and
conventions of girl bands
and pop music videos, this
helped keep the video upbeat
and engaging, and
represents the artists as
young and fun.
• Sven E Carlson talks about
how there are two categories
music videos fall into:
performance and
conceptual. He believes the
performer is made into a
materialisation “commercial
exhibition” making the
performer in to a selling item,
someone that fans aspire to
be like.

17. • It is a typical convention
for young girl groups to be
fun and relatable to their
target demographic. This
helps me to attract my
target audience and
helped me to establish my
artists as desirable role
models to my target
audience which is typical
for a pop girl group and
crucial for their success.
• Supports Richard Dyers
star theory the idea that
icons and celebrities are
created and manufactured
by institutions for financial
gain. He argues that stars
are constructed to represent
'real people' experiencing
real emotions, for the to
connect with their target
audience.

18. • A hard code and
convention to adhere to was
the extremely high
production values of pop
music videos, that they all
adhere to. To try and combat
this I tried to use props that
connoted wealth and a high
production value, in order to
be sure that my music video
looked as professional as
possible. I started my video
with an establishing shot of
a Lamborghini entering a nice
house, then used props such
as Louboutins, and fur
jackets for example which
have connotations of
expense to give the illusion of
the typical high production
value. Somethings the target
audience would aspirer to
have.

19. • Another code and convention I
used was the fact that girl groups
having aesthetically pleasing and
cooperative outfits. In every shot I
made sure that the girls all were in
cooperative and aesthetically
pleasing outfits, this helped make
my music video look professional.
I had had met up with the girls
ahead of the filming to plan each of
their different outfits and make sure
they fit them and worked well
together, I chose chic and
glamorous colours such as red and
black so the girls looked classy but
also sexy with the connotations of
red.

20. • Using vogue
magazines added
to the glamour of
my video as they
are an extremely
highly regarded
fashion magazine
company and are
something my
target
demographic
would aspire to
and relate to
reading.

21. Magazine Advert
• Before creating my magazine
advert I looked at existing adverts
for example ‘Little Mix’ and
Rihanna. This helped me get a
better idea of the codes and
conventions of magazine
adverts. It is a common
convention for pop music
magazine adverts to have a
picture of the artists as the main
image, for solo artists I found that
they generally adopted an
extreme close up for the main
image however groups tended to
more frequently use a long shot.

22. • I used the convention of having a
direct mode of address, as it
helps the target audience engage
with the artists and feel like they
have a relationship with them
creating a fandom and creating a
less passive audience.
• I followed the typical codes and
conventions of having the
masthead large at the top of the
page and the name of the album
bold at the bottom of the page. In
the same font used throughout all
of the products creating a house
style and brand identity. They
were also dressed in the same
colours and outfit as one they wore
in the video to create brand
identity and fluidity through out
all of the products.

23. • I adhered to the common
convention of having the
logo of the production
company on the advert
and an award logo and
review. As well for the
advert I had the date of
the release in bold and a
website for pre order.
These are common
conventions used and
aid in making the product
look sophisticated and
professional.

24. DigiPack
• My digipack uses the
house style of the band
through the typography
used. I have again
followed the convention
of wearing the same outfit
as in the video for fluidity
and it is also visually
gratifying for the target
audience.

25. • I have adhered to the convention of
having the name of the album and
artist on the spine of the digipack. I
also adhered to having a side of the
digipack of each member of the
group.
• I adhered to the common convention
of having all the song titles from the
album on the back of the digipack,
adhering to these simple codes and
conventions has aided my products
to look more professional.
• Adhered to the convention of include
copyright laws and the barcode, with
the production company logo again to
create an professional finish.

26. Overall, research was crucial in the making of my
products. Through researching existing products and
theorists it has helped me identify the codes and
conventions of real media texts. Consequently, I have
been able to adhere to these codes and conventions
when creating my products, helping me to achieve
professional and successful products. My products are
now gratifying and are able to engage my target
audience.