The document discusses how a media product uses, develops, and challenges conventions of real music videos. It analyzes the media product using several theories: 1. The product follows Andrew Goodwin's theory that the visuals illustrate the meaning of the lyrics. 2. It develops conventions by including both a narrative and performance that relate to each other but do not intertwine, challenging the typical integration of these elements. 3. The product was partly inspired by Ryan Adams' "Lucky Now" video but challenges Tzvetan Todorov's theory that all films follow a narrative pattern by not resolving the unhappiness conveyed in the lyrics and visuals.

1. Evaluation 1
How does your media product use, develop or
challenge forms and conventions of real media
products?

2. Using forms and conventions.
My media product meets the theory of Andrew Goodwin.
Music videos played out in 5 different ways according to
Goodwin, one of these was a relationship between the lyrics
and the visuals, which can be done in three ways:
Illustrating the meaning of the lyrics, amplifying the
meaning of the lyrics, or, going completely against the
meaning of the lyrics (disjuncture).
My media products uses this idea, with the video being
based on the lyrics in order for it to fit to the story that the
artist is trying to convey.

3. Developing forms and conventions.
• A music video can be orchestrated in
different ways either with a narrative
alone, a performance alone or a
combination of both. My media product
contains both narrative and performance
both relating to each other.
• In my media product the narrative is
based on the artist and the lyrics solely,
with the performance then showing the
person he is singing about. In the video
the two do not meet keeping the narrative
and the performance element separate,
which is usually the case when videos
contain both elements (Nickelback- Savin
me shown in a previous slide is an
example of the narrative and
performance elements not intertwining at
any point).
Narrative Performance

4. Forms and conventions of another video.
• Lucky now by Ryan Adams was partly
my inspiration for the media product I
have created for a number of reasons.
He is a big influence on the artist in
my media product, and both are
singers and guitarists.
• His video for ‘Lucky now’ is in black
and white and contains both narrative
and performance.
Narrative Performance

5. Challenging forms and conventions.
My media product challenges a theory of Tzvetan Todorov.
Todorov in 1969 produced a theory which he believed to be able
to be applied to any film or any music video. He believed that
all films followed the same narrative pattern. They all went
through stages:
• Equilibrium- all as it should be
• A disruption of that order by an event.
• A recognition that the disorder has occurred.
• An attempt to repair the damage of the disruption.
• A return or restoration of a NEW equilibrium.
My media product challenges this theory as the last two stage of
the cycle are not attempted. The sad feeling of the artist is
therefore unresolved.

6. Meeting Todorov’s theory.
• Nickelback- Savin me
Equilibrium- life is normal
Disruption of equilibrium- man seeing how long people
have to live.
Recognition of equilibrium- realising what the clocks
mean.
Attempt to repair damage- trying to rub the clocks
away from his sight.
New equilibrium- he saves a woman from being hit
from a piano and no longer sees the clocks, she will.
This is therefore a new equilibrium for him.

7. Challenging Todorov’s theory in my video.
Video begins with artist
singing
Showing the girl the artist
is singing about showing
us the problem which is
also conveyed in the lyrics.
Girl seeing happy couple
making us aware that
she is unhappy as well
as the artist.
Shows artist in same
position at the end of
the video as he was in
the beginning showing
us that his problems
remain unsolved.