This is Question 1 of our A2 media studies coursework.

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

2. ANDREW GOODWIN'S 7
MUSIC VIDEO
CONVENTIONS
There are 7 different conventions which were put together by
Andrew Goodwin to help design and create a music video to
fit with in the chosen genre. The 7 different conventions are:
- Intertextuality
- Lyrics and Visuals
- Genre
- Star Iconography
- Close ups
- Music and Visuals
- Conventions

3. INTERTEXTUALITY:
There is likely to be inter-textual references, either to other videos
or to other film or TV media. Intertextuality occurs when one media
text makes reference to another. This maybe in terms of style,
characters, techniques, and methods. Music videos have
referenced TV programmes, films, video games, other music videos
and artists, fashion and celebrity figures that appear in the press
and news.
An example on a music video that includes an
inter-textual reference, would be the song Movie
by Hoodie Allen. Including one famous scene
from The Shining.

4. VOYEURISM
Another one of Goodwin's conventions would be the use of voyeurism.
Voyeurism is the idea that when someone watches the performer in a
video they are pleasured by what they see. In music videos they exploit
voyeurism to attract target audiences (usually the other sex).
Male performers usually use mid shots
to show they are topless (to display a six
pack) to attract female attention. For
example Justin Bieber appears topless
for the video of Company.
For example, Nicki Minaj uses close
up shots of her breasts or her
bottom to attract male attention and
give them sex appeal.

5. CLOSE-UPS
The next convention in Goodwin's theory would be the excessive
use of close ups in most music videos. This is done to familiarize
the audience with the artists style of performance and their identity.
Another reason this is done is that it creates a more dramatic effect
on the viewer, meaning that you can see their facial expressions
more vividly.
We found an example where
close ups were used effectively
during Macklemores video
‘Drug Dealer’. They use close
ups to show his emotion as he
is shown throughout this video
in a depressed and anxious way
as he is curled up in a ball and
the close up of his face shows
that he is feeling this way as we
can see that he is sweating a
lot.

6. MUSIC AND VISUALS
A song is made up of a collaboration of different instruments
playing together to make a beat which will then match with the
lyrics and visuals of a song. The music is important for this as it
must fit with the lyrics otherwise the song will be out of tune and
wont work. During a music video the visuals must also relate to the
music otherwise they wont follow the conventions and the song will
feel out of place. If the tempo of a song is high then the video must
be at a fast pace and have lots of different things going on that
match the visuals on the screen
One example where the lyrics and the visuals
match is the Arctic Monkeys song ‘ Do I wanna
Know’. This song has visuals throughout of sound
waves which fit to the beat of the song and also
the artists voice. As the song progresses and
more instruments are introduced into the song
there are different coloured sound waves
introduced to make the song more aesthetically
visual and also relate to Andrew Goodwin's
convention of music and visuals.

7. GENRE
The genre of the music video is important as it must relate to the
song and the artists who perform it. For example Linkin Park have
established a rock image and this is shown throughout all of their
music videos, album posters and CD covers. They are part of the
rock genre which is often related to having dark coloured clothing,
tattoos, long hair and instruments such as guitars and drums.

8. LYRICS AND VISUALS
Lyrics and Visuals are when the
words sung by the artist or
performer match the visuals within
the video.
One example of this we found was
Rizzlekicks ‘when I was a youngster’.
Throughout this song the artists sing
about their childhood whilst the visuals
match this as there is two small children
in the background who are representing
the two performers as children. They
also add effects on to themselves to
make them look younger for example
they put themselves into fireman
costumes which also links to the lyrics of
the song as they say ‘Yo wanted to be a
fireman’.

9. HOW WE USED ANDREW
GOODWINS THEORY?
Throughout our music video we tried to use as many of the
conventions as possible to make our video realistic.