The media products challenge some conventions while developing others: - The music video uses a hybrid narrative/performance format rather than a full band, and includes both rural and urban scenery. However, it follows conventions like portraying typical rock attire and connecting visually to lyrics. - The digipak challenges conventions through high key lighting despite a somber expression, and includes rural scenery. But it retains typical rock attire. - The advertisement centers the music video as the focus as is conventional, while including fake positive reviews.

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

2. In my coursework the three media products I created were
inspired and influenced by real media products. In all three
products I both developed and challenged the conventions
of real media products.

3. Most aspect of my music video challenged the conventions of a rock music video.
This was my intention from the start because we decided that we would only have the
singer and not the entire band, which is one of the most frequently, used conventions
in rock videos. From this we decided to produce a hybrid music video (a combination
of both narrative and live performance) would be the most efficient, collaboration
between live performance and narrative. This is however a commonly used
convention. The performance aspect is linked with the locations of the music video as
opposed to performing on a stage, with as band. We decided not to use a band
because we both admired the effect one man singing creates, and did not wish to
use other band members unnecessarily. Also if I’m being honest we considered using
band members but we also considered the complexity of finding a venue to perform
and being able to have everyone there consistently and the trouble it would cause if
we had to re-film; therefore just the singer seemed like the achievable and effective
option.

4. The storyline is simple to understand (the trouble the singer has
with drink and that time heals all wounds) which is a common
feature for the rock genre music videos. However the music video
does not conform to traditional narrative theories such as
Todorov’s theory of equilibrium (which doesn’t apply because the
music video begins in disequilibrium) and Propp’s theory for
character types (which also doesn’t apply because the music
video only contains one character, the singer) that goes against
forms and conventions of the genre. The lead singer’s character is
conventional of the genre and real media products due to his
dress code. (Picture/giff)The tartan shirt, with skinny jeans and
trainers are conventional dress code and feature in real media
products for this genre as it follows the stereotypical portrayal.

5. Another conventional aspect of the music video is the social realism, which is
that people do have issues (drinking/alcoholic) and that you have to face
them; in this case his drinking problem is faced alone. This ties in with the lyrics
“James, don't you drink yourself to death. Well my darling, I'm afraid I can't
keep that promise. Or even try my best.” This connection to lyrics is displayed
throughout the music video (this displays the use of Goodwin’s theory where
visuals reflect the lyrics) right up to the ending, which is ambiguous and open
for interpretation; which is a feature shared throughout most music video
productions, despite the genre.

6. The mise-en-scene aspect of the music video uses a variety of the forms and
conventions of real media products some following conventions, others going against
them. I successfully used a collaboration of both rural and urban scenery, which goes
against conventions, as the location is typically either one or the other. I decided to
do this as it goes against conventions and creates more interest because it is not what
my target audience expect. The props I used however, are conventional; the
conventional dress code which I previously mentioned (The red and black tartan shirt,
with black skinny jeans and trainers) and a skateboard where the character is dressed
in skinny jeans and a lose jumper and trainers. I used this to entice the viewer when the
song becomes more engaging and this also develops the forms and conventions of a
real music video. The music video was shot at all different times of the day (mid-day,
sunset night), real rock music videos, I find follow no pattern and this was therefore not
something I had to be concerned about. Consequently I was free to use both high
key and low key lighting across the music video which in many cases follows
conventions. This allowed be room for creativity where I used pathetic fallacy. I have
used pathetic fallacy in the beginning of the music video to enforce the feeling of
disequilibrium and negativity via the use of dark, grey, dull shots which progressively
become lighter.

7. The Music video is mostly conventional in the aspect of camera work but
the editing defies conventions, a common trait for music videos. The music
video contains a variety of shots such Close ups, which are essential to all
music videos because of the emotion it captures (which I gathered form my
audience research). We also used medium shots, establishing shots, extreme
close ups (of the eyes), long shots etc. I also included panning shots, a variety
of high medium and low angles and tracking shots (of the skateboarding
scene) and I included the 360o rule. Including as wide a variety of shots as
possible is essential to music videos and therefore the music video in this
aspect develops forms and conventions of real media products.

8. Within my music video there is a range of editing techniques, all of which develop
and defy forms and conventions of real music videos of the rock genre. The most
obvious and least necessary of mention is the use of non-diegetic sound, i.e. the
sound track. There is also the use of lip-sync in various aspects of the music video (a
frequently used convention), along with a variety of short and fast cuts to suit the
mood of the song and how it slows down and picks up. A way to blend my shots
instead of just cutting between shots I used fades and flashes to blend my shots and
make a more fluent flow between shots, this was appropriate for me because the use
of light is an important part of my music video production. There are two scenes where
I use jump cuts of the singer walking which isn’t conventional but follows the theme of
time passing which ties in with his drinking problem. This is a common fdeature in music
videos, yet it defies ‘the grammar of editing’ in the conventional sense. A distinctive
technique I have used in my music video is the use of a time lapse. I completed
extensive research in discovering how to complete this and the software involved
(Magic Lantern for Canon). This is actually a common feature in rock music videos
such as Deaf Havana’s ‘Smiles All Round’ and Kings of Leon’s ‘Use Somebody’.

9. This theme is carried on through my remaining two media products, the
digipaks and the digipaks advertisement. The digipak follows through with the
conventions and aspects displayed in the music video. It is in several ways the
digipak is conventional of real digipaks in the rock genre, aspects such as the
costume. The tartan shirt, with skinny jeans and trainers are conventional dress
code and feature in real media products for this genre as it follows the
stereotypical portrayal. The body language and facial expression is
conventional due to the deflated and dull expression. However in many ways
my digipak is unconventional; things such as the use of high key lighting, which
I specifically used to contrast against the characters emotional expression in
the photo. The use of rural scenery goes against conventions but the high key
colours appeal to the consumer and it follows the theme set by the music
videos and makes the viewer question the location displayed on the mise en
scene.

10. I carry on the theme from the digipak through to my digipaks
advertisement. I follow the essential convention which is to display the music
video on the digipak and make it the focus of attention on my digipak
advertisement so that it is instantly recognisable. I displayed reviews of the
digipak from companies that would be likely to review and would have
creditable and appealing opinions in the eyes of the viewer.