Media evaluation 1

1. 1) IN WHAT WAYS DOES YOUR MEDIA
PRODUCT USE, DEVELOP OR CHALLENGE
FORMS AND CONVENTIONS OF REAL MEDIA
PRODUCTS?
Beth Agar

2. THE FIVE CONVENTIONS OF MUSIC VIDEOS
According to Andrew Goodwin, there are six features included in music videos:
1.Music videos demonstrate genre characteristics (e.g. stage performance in metal
videos, dance routine for boy/girl band, aspiration in Hip Hop).
2.There is a relationship between music and visuals. The tone and atmosphere of the visual
reflects that of the music.
(either illustrative, amplifying, contradicting).
3.The demands of the record label will include the need for lots of close ups of the artist
and the artist may develop motifs which recur across their work (a visual style).
4.There is frequently reference to notion of looking (screens within screens, mirrors, stages,
etc) and particularly voyeuristic treatment of the female body.
5.There are often intertextual reference (to films, tv programmes, other music videos etc).
Although there are no intertextual references in my video, it does conform to the rest of
these conventions.

3. TONE
 According to Goodwin, there is a relationship between music and visuals. The tone and
atmosphere of the visual reflects that of the music.
 In my music video, the tone of the music video reflects the song; a dull, grey day illustrates
the morose ambience of the song.
 This is similar to the ambience of Adele’s ‘Someone Like You’.

4. CLOSE-UPS
 According to Goodwin, the demands of the record label will
include the need for lots of close ups of the artist and the artist
may develop motifs which recur across their work (a visual style).
 In music videos, there are frequent close-ups of either the artist's
or the actor's faces.
 This is portrayed in both LOLO’s ‘Hit and Run’ and my own music
video.

5. ILLUSTRATIVE VIDEO
 My music video both conforms and challenges the typical conventions of real media
product in many ways.
 In Andrew Goodwin's theory, music videos are either illustrative, amplifying or contradicting.
 My music video illustrates the song by depicting the overall story of the song.
 This is similar to Daniel Powter’s ‘Bad day’

6. NOTION OF LOOKING
 According to Goodwin, there are frequent references to the notion of looking.
 In my music video, the main character is frequently made to recall the past when she looks
at the places she’d been before/
 Here, the main character has discovered that her boyfriend has been cheating on her.
 This scenario is similar to Bruno Mars' 'Grenade'.