Media Studies Q2 Evaluation

1. B Y C O N N O R S O U T H W E L L
Question Two – How effective is
the combination of your main
product with ancillary texts?

2. Introduction
 The idea of the music video and print productions is to develop a coherent brand
identity for my artist and by creating a sense of synergy between the productions, it
allows for this for become a reality. The manner in which they can be linked is
generically, visually, thematically and in terms of representation. Generic links use
conventions is a similar way and use the conventions of the genre consistently to
create a sense of continuity and enhance the constructed image being created
throughout the text. Visual links established between the productions are similar
aesthetics adopted in both the music video and the print productions to create either
narrative points or motifs which help the progression of the narrative and create,
develop and establish certain themes and ideas. These can be developed through
mise en scene, lighting and composition but also through the adoption of colour
symbolism and particular fonts to enhance and develop a coherent brand identity.
The thematic links is vital to a media text in order to ensure the themes being
adopted. Is there a reoccurring theme which I’ve exploited to enhance my
constructed text for example. Themes can determine an emotional response and the
connection the audience take up. Finally, I will explore my use of representation
whilst and how I created a constructed image for my artist and this is this evident in
my music video and print productions.

3. Generic Links
 Genre is a great way to create and reinforce a sense of brand identity. By adopting certain genre conventions within my music video and print
productions, I am creating a homogeneous audience which is pre-existing due to the genre which is already established and already in place. Genre is
pivotal to the commercial worth of the album and advert, and it can often determine whether a media text can be made in the first place. In regards to the
expectations of the audience, genre can raise these as audience members consume the text and expect to see the conventions which they enjoy either
reinforced or subverted. The genre can also determine my texts ability to withstand marginalization and censorship. The genre of my music video is indie
rock and by opting to conform to the genre, it establishes my artist within the genre with an audience who align and enjoy consuming the generic
conventions displayed within artist’s videos, albums and adverts. As the genre is indie rock, it is critical I reference those conventions typical of that
genre in order to watermark this piece as one which is distinctively and noticeably carries the attributes of the genre in order to present a text the
audience could relate too. Within the texts, I was keen to implement the naturalistic elements which are often used for symbolism. In music videos such
as 'Home' by the Kaiser Chiefs and 'When The Sun Goes Down' by the Arctic Monkeys, this convention is evident throughout. With this in mind, I
wanted to explore this symbolic use of location as I felt it could, not only help with my convention, but with my narrative also. Furthermore, by
contrasting these naturalistic settings to both display a blossoming and relationship full of life to once which foreshadowed the inevitable demise of this
seemingly positive relationship. With the use of Sheringham Park as a location, the idea was to display the relationship in a place whereby natural beauty
already existed and this connotes the idea of a relationship in a fully blossoming relationship. I was keen to contrast this with shots of the sea which
reinforced this sense of reliance the pair had on one another. This adoption of a symbolic method of conveying the conventions to the audience creates an
audience which is active as they have to digest these symbolic meanings and infer from them. In this regard, it makes the consuming experience more
individual and personal to the audience, which helps with this idea of connection which is so pivotal in the indie genre. This is repeated within my print
productions, as both of these locations are visible. This usage of locations has been designed to watermark the indie genre over the text and use
techniques which are closely associated with the genre, and this helps with the identification of the text with the audience. The constructed images are
something which the audience can relate and use to help perform their identity in the manner discussed by Dick Hebdige, and by conforming to the
conventions of locations and their symbolic value; it enhances this relationship between audience and performer. This conformation is extended onto the
costume which is typical of the genre. The clothing adopted by the protagonists, Common brands such as Carhartt, Dickies and Burberry are often seen
within this genre; so we made sure to exemplify this convention within our music video. The Neighbourhood produce Indie Rock style music often
addressing emotional issues and exploring the themes similarly to that of our music video, much like Choose Wisely, the artist of our choice and to make
an explicit link and hat tip to a similar band, which has been successful, appeared logical. The clothing and style of the Neighbourhood is something we
reflected within our piece, the use of long sleeve buttoned up shirts and dark trousers. These brands are adopted by those who align themselves with the
music of indie rock, and are brands which are worn by the target audience. The male protagonist is seen wearing a Burberry shirt, which does two things.
Firstly, it creates a bond with the audience who wears these shirts and recognises them as their own, it places the audience on the side of the protagonist
as he is one of them and this makes a connection easier. Secondly, the adoption of a shirt as a signifier marries with ideas presented by Dick Hebdige and
how punk adopted safe items, like a safety pin, and subverted them to a symbol of threat and to use in rebellion against hegemony. For indie, this is
pivotal as the distance between the mainstream culture and the independent industry. This use of costume is also embedded into our print productions
to reinforce the conventions whilst commercially identifying it with a cohesive image and coherent message. This retro use of costume is typical of the
genre and something I was pleased to include, thus reinforcing this sense of identity and genre. To further comply with the convention, I could have
include live performance shots as oppose to staged and isolated ones which weren’t at a recording studio or live at a gig to graphically illustrate this
further. This was definitely a missed opportunity and once would have provided further conformation to the genre’s conventions. Finally, the use of eye
level in my camerawork is common of the genre, and with the shots of my artist on the front panel of the album cover and the protagonists within my
music video, this is something which is integrated throughout with real success and adds a watermark to the text which has been constructed
successfully. Genre is critical to determining a range of factors, such as its ability to withstand marginlisation and censorship whilst helping me to target
the text to specific audiences.

4. Generic Links Screenshots
Green enhanced in Post Production to present a sense
of life.
Costume adopted is relatable for our target
audience. Burberry shirt and also the subversion
of chef trousers. Typical of the genre.
‘Stuck between a rock and a hard
place’.
Monochrome filter, 13 reasons why.
Grey rocks, symbolic of emotion

5. Visual Links
 Visual links are integral in the construction of any media text. For the audience, it provides an easy way to digest the key themes I am seeking to create. By
creating a certain aesthetic, the audience can respond in a passive yet emotive way which is arguably the toughest response possible to create but if achieved,
this the best way to engage and create an audience. These visual links also enhance the brand identity I am seeking to develop through my constructed media
text. Logos are the easier manner in which a consistent visual image can be created across the constructed media image. I considered using a logo and even
designed a range of logos in my planning phase of the print productions process, I hand drew a heart which displayed the themes of the music video and
graphically underlined the key ideas present in the combined texts. Once I conducted research into the conventions of the genre, I discovered the rarity of
logos and how this isn’t conventional of the genre. As I was keen to conform to the conventions of indie rock, I diverted away from logos and instead opted to
focus on typefaces which established an altogether different visual aesthetic to my media text. Using a logo aligns more with the mainstream industry and
tarnishes the strength of the bond between performer and audience, something integral to the genre and as an artist at the embryonic stage of his career, this
decision would have caused disconnect and controversy which could have repelled the audience away from my artist. So after electing a logo wasn’t the best
method to create a synergy between my music video and video production, I studied other artist similar who is excelling in the genre for inspiration. After
studying artists such as the Arctic Monkey and The Shins, what became apparent was the use of typeface to create a distinct livery for their brand and this is
typical of the genre and a more subtle way of creating a brand identity which is in line with the genre of indie rock. So with this in mind, I resorted away from
logos which represented the themes and explored with typefaces could be used to create a similar impact. The typeface I adopted was called ‘Strawberry
Blossom’, and was a sans serif to display the delicacy and normality of the issues surrounding break ups and relationship crises. By adopting to use a stroke
around the individual letters, it created a distance which was symbolic for the distance between the mainstream and independent genre, whilst the black
symbolised the sameish and destructive feelings of mainstream pop culture whilst the whilst suggested a natural and inclusive sense which runs through the
independent genre. The adaptation of this font was critical to create synergy and aides the themes of break up and closure, also displayed through the
typeface. Colour symbolism is something I sought to adopt because of the messages it creates. I decided upon on a yellow colour which connotes a sense of
freshness and newfound energy which my artist is injecting into the indie genre, furthermore, it contrasts with the themes and messages of my constructed
text which offers an alternative viewpoint whilst enhancing the aesthetic. This consistency strengthens the visual links between the texts whilst establishing
a synergy to connect the two individual elements to create a coherent message and cohesive image. I was keen to use the colour wheel to ensure the colours
married and enhanced the overall aesthetic on my print productions to help the aforementioned qualities. The use of the purple on the artist was to marry
with the yellow and create an aesthetic which was pleasurable for the audience to look at whilst offering a symbolism which needed to be digested and I think
it translates on the audience well. I could have used it more in the music video, but by adopting filters which increased the yellow colour slightly, it made the
shots whereby the couple are embracing seem sunnier, more positive and happier, and once again provided a nice aesthetic. Another adoption to create a
visual link was the usage of monochrome filters inspired by the Netflix show ‘Thirteen Reasons Why’. In happier moments, the colour appears to burst and
be amplified in post production (something extended onto the print productions), and this created a more upbeat and uplifting atmosphere and by using
monochrome filters for the negative elements merely amplified their meaning and enhanced the flashbacks, making it more pertinent for the audience. Indie
music is filled with intertextual references and by adopting this one it creates a link which makes consuming more enjoyable. Furthermore, the two texts
share a similar demographic and are both being consumed at the same time, so to tap into an already established audience seemed logical and necessary.
Composition is another way in which I created visual links, as I opted to use eye level shots throughout the entirety of the music video and also the pictures
used for my print productions in order to convey this sense of equality in the text and present the sense that the audience were suppose to relate to the
audience and although angles could have been exploited to create a variation of emotions and feelings, I felt by using it in this manner, it was more
conventional in that sense. Overall, the visual links established across my piece are useful for the audience to relate the two but also for the enhancement of
my brand identity for my artist of choice. This sense of visual links reinforces the themes I wish to convey whilst being symbolic and holding value in that
sense.

6. Visual Links Screenshots
Distinctive font between the two
productions, enhances brand identity and
more typical of the genre than a logo.
Creates a link between my video and album cover by having my male and
female protagonists evident in both productions so the audience can create
explicit links. Clever use of colour vs monochrome filter to create the
aforementioned effects.

7. Thematic Links
 When creating a media text, themes are important to help the audience leave with a particular feeling and as a media text creator, it allows you to
manipulate an audience to feel a certain way towards your piece. Furthermore, it adds a regimented element into my constructed media texts whilst
fuelling creativity and providing a substructure from which to construct my piece around. Themes are critical for both those who create media texts but
also the consumers as certain themes may be topical or political and provoke people to feel differently regarding a certain topic, an example of this is ‘Ill
Manors’ by Plan B. Whilst I wasn’t keen on actively changing people’s mind on an event nor political views, I wanted to explore a theme which is
relevant to my demographic of predominately younger consumers. Instead, I was keen to explore a more relevant and relatable feeling which will have
been experienced by a large quantity of the audience. By opting for a more relatable wider theme of relationships, I can explore the other facets
including heartbreak and loss or the positive elements like happiness and fulfilment. I felt it offered me a diverse range of options and the song was one
which didn’t explore one of these facets but several which would equate to the construction of a compelling and intriguing media text. The polysemous
nature of this music video makes it intriguing to consume, as the multiple meanings lead to different routes, all of which are intriguing and
multifaceted which was exciting to explore. This type of text relies of cultural competence for the audience however; they must be able to respond to
this manner of text whilst being able to decipher themes from it. The psychometric of our audience (17-21) have probably undergone several
relationships and experienced both the joyous nature of relationships but also the strategic manner of how they can culminate and unfold. This age
group is undergoing identity formation and self discovery, which makes them more dependent on a need to rely on others and lean on others while they
find others. This strategy deployed by individuals in relationships to manipulate it often ends in heartbreak and regret, and by using Andrew Goodwin’s
theory of music videos, there was an opportunity to make not only an explicit link between lyrics and video, but also with themes. This strategy is
shown through a repetitive motif, which has altered in both the music video and print productions. In the music video, the motif is a chessboard. Chess
is a notoriously strategic game which requires mental willpower and strength so to use the themes commonly thought of with the game and exploits
them to reinforce the key themes of our music video. To create a synergy with this motif, I incorporated a puzzle into the design concept of my print
productions and this is reinforced with the deployment of this throughout my productions reinforces this game like nature to relationships. This was a
prominent theme in my constructed media themes because it’s relatable and emotionally provoking for my audience, who could be raw and this song to
provoke emotion to aid them getting over a relationship. The theme of isolation is also explored throughout my constructed media text as the themes
surrounding love is often explored that is commonly associated with my genre of choice. The shots of the sea which are used in both elements of my
text as they help portray this sense of isolation and the drowning sensation and crippling loneliness one experiences after a relationship. By using them
in both productions, it reinforces this idea of isolation and resonates with the audience as it is repeated. In regards to narrative techniques, this is a
linear narrative but which whereby flashbacks are embedded to contextualise the story and provide a sense of scope beyond that three minutes. I
strongly considered adopting Roland Barthes multi stranded narrative approach; however, this isn’t conventional of the genre and the potential risk of
confusion was too great for it to be considered in any great detail. If this was a longer music video which allowed me to explore more facets of the
relationship between the pair, I would have considered the use of Barthes techniques but to adopt a multi stranded narrative could have set me up to
fail both the music but also the audience who are use to a conventional and simplistic type of narrative. The linear narrative is reinforced between the
texts as it centres around two protagonists who have clearly undergone a break up and the use of post production techniques allowed me to convey a
sense of normality and flow alongside adopting a naturalistic style of acting from my actors. These productions technique of putting the couple of
colour whilst the world is black and white connotes this idea of love fading from their relationship and the use of narrative aided the aforementioned
theme and to make this a prominent theme alongside isolation and strategy seemed a natural and logical step. Overall, my thematic links enhance the
overall synergy between my constructed media texts. This use of themes provides a substructure to construct the remainder of my music video whilst
providing an agenda for me to produce a coherent message and cohesive image.

8. Thematic Links Screenshots
The theme of strategy is reinforced across my productions with chess shots featuring in my video and
puzzles being adopted within my other productions to create an explicit link to the title of the album but
also highlight the themes of the song.

9. Representation
 To achieve my desired constructed image, I required consistent elements in regards to consistent technical elements but also consistency within my
symbolic elements and this is achieved through the use of representation. Representation is critical to the manner in which texts are connected, linked
and synergy created as it often provides a focal point and can be socially provoking as they can challenge norms or subvert/reinforce stereotypes for
effect. I wanted to create a constructed image which was socially challenging whilst being contemporary and relevant and added a degree of challenge to
the audience. I wanted them to think and I adopted several things to aide this representation. Angela Robbie’s Post Feminist Icon Theory is adopted
within my music video as I seek to challenge views on inequality. This representation is shown through a plethora of ways, for example, the way in
which the male and female protagonist is shot at eye level without provoking response is a manner in which I have given strength to women in my music
video. In addition, the lack of voyeurism used to portray the female protagonist humanises her and normalises her. This is someone who purpose and
not just to be gazed at by males, her equality and strength is achieved through her costume which is genderless in many regards and puts her on par
with the male protagonist. She controls the pace of the edit in flashbacks which is symbolic for the manner in which she controls the outcome of the
relationship and the lack of emotional shots places a further power with her which challenges representations present in the mainstream industry.
Sadly however, this is less evident within my print productions as it is more reliant on themes and brand identity but the music video adopts
McRobbie’s theory and embraces it. My representation is progressive and one which allows women to feel on par and equal, which is how society needs
to move and it could be inclusive to audience members and cast my artist in a positive spotlight. This reflects positivity on my artist as it displays his
core values are socially proactive and contemporary which will be appreciated by a lot of women, who would make up more of his demographic due to
the theme of love and the connotations of this theme. Overall, I think the productions display my artist in a positive light and this is achieved through a
consistency in both elements. In my music video, nondiegtic, three point lighting is used to convey this sense of freshness and brightness; it makes him
appear approachable and friendly. This warm lighting allows the audience to relax and trust the artist whilst his naturalistic performance represents
someone who genuinely believes in the lyrics and values which is singing about. Audiences will naturally relate to an artist more devoted and more
believable and the conventional clothing and festival bands humanises him and personalises him in a way which breaks the fourth wall and makes it
appear as though he is performing specifically for one audience member. The use of close up represents his personality in a positive manner as these
shots show his desire to engage with the wider community and create, maintain and keep a close relationship with his audience. This is contrasted
slightly in the print productions, where my artist adopts an indirect address to display a pragmatic and sensible artist who is focused on the production
of his music for his fans. Furthermore, it portrays a man who is distanced from the mainstream and is less conscious of the mainstream, in that sense,
the use of indirect address is positive and casts a brighter and more positive shadow on his personality. The consistency of the representation across the
productions makes this a realistic and relatable production. The male and female protagonists are meant to be members of the demographic who are
most likely to consume the music, so a positive representation was key to get them on side and to convey in a discriminative or stereotypical manner
would have been lazy but also would have caused them to turn away and consume content which was more relatable. The representation is a complex
one but challenges the laziness and emotionless tags often associated with young people, this displays them as emotionally delicate and the close ups of
the male protagonist in the music video and the manner in which they are vibrant in a world which is dark and desaturated graphically illustrates this
complexity and isolation which young people feel they have. I am keen to comply with the conventions and also positively represent this demographic as
they hold the capability of whether my productions is successful or not. Anchorage is adopted in both elements through Andrew Goodwin’s theory of
music videos as I link conceptual elements with lyrical elements to highlight prominent lyrics (for example ‘holding on’ is complemented with a shot of
holding hands). On my album, the link between the picture of the piece missing from the album cover and the title of the album ‘Missing Pieces’ creates
an anchorage which graphically reinforces my themes and ideologies. Overall, the consistency of representation helps portray my constructed image as
intended, and creates a coherent message of positivity and challenging social norms by subverting stereotypes to create an innovative and socially
provoking production in order to enhance this aforementioned emotive response which is critical to the digestion of themes.

10. Representation Screenshots
Shot at eye level – on par with the audience
Angela McRobbie Post Feminist
Theory – No voyeurism used and
woman protagonist shot equally to
the male
Burberry shirts and
subverted signifiers used to
help relate to the
psyometric of the audience.

11. Evaluation
 To summarise, I think the synergy I’ve created between my productions enhances the quality of my
productions, this consistency across my technical elements makes the productions link in all aspects
successfully. The use of generic, visual, thematic links and also representation helps develop this
coherent brand identity which is the purpose of the productions in order to commercialise and make
profit from the productions. The manner in which I’ve managed to transfer themes but also other
facets such as colour symbolism and font (alongside many others), enhances the synergy and quality of
the productions to make them more accessible to the audience and make the themes more pertinent
within the productions. I could have extracted more similarities between the productions however, for
example, to further embed the yellow colour and establish that colour as a key part of the artist’s
brand. Also, hindsight allows me to reflect upon the one dimensionality of camera angles throughout
my piece, and if this opportunity was granted again, I’d opt to go for more innovative and creative
camerawork which presents a range of alternative feelings, themes and connotations. Despite them
complying with my constructed image, I feel the lack of variation is frustrating at points. The
promotional package which has been created for my artist is once which enhances the brand identity
and also presents a better commerciality. This brand identity is once which is developed through the
use of close ups within my music video and the placement of my artist on the front panel helps
enhance the brand identity and establishes his image in the public eye despite a indirect mode of
address. This effective brand identity stems from this close ups and the repetitive inclusion of artist
shots, it was integral to incorporate as much of the artist as humanly possible without disjointing the
balance of the overall complexion. Its instantly recognisable to connect the artist with the piece in all
three productions as the repetition adopted reinforces this to help establish it as it is vital due to how
early it is in the stages of his career and his identity needs to be distribute in order for identification
and association from the audience. Finally, I think the success I’ve had in creating a promotional
package for the artist is successful, however, I could of added more variation in shot type and balanced
indirect mode of address with direct mode of address to reinforce the themes present in the music
video.