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In what ways does   your media productuse, develop or challengeforms and conventions of  real media products?
Initial ResearchBy deconstructing existing music videos, we were able toanalyse what conventions worked and what didn’t. I...
Deconstructing existing media products After deciding that we wanted to create a music video in the ‘romance’ genre, we lo...
Codes and Conventions used in our videoTaylor Swift – ‘Mine’   Our video                    Codes and conventions         ...
Taylor Swift – ‘Mine’   Our video                    Codes and conventions                                    In Taylor Sw...
Subverted codes and conventions                                Male Protagonist                  We challenged the ‘alpha-...
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Evaluation Question 1

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Evaluation Question 1

  1. 1. In what ways does your media productuse, develop or challengeforms and conventions of real media products?
  2. 2. Initial ResearchBy deconstructing existing music videos, we were able toanalyse what conventions worked and what didn’t. It mademe realise that in order to create a successful mediaproduct, I needed to follow the essential conventions thatpeople recognise.In our research, we found that music videos can becategorized in terms of style:• Performance – Band/ artist playing.• Narrative – Includes story.• Mixture – Both performance and narrative based.• Cameo – Band/ artist features in the narrative but doesn’tperform.After watching and deconstructing Taylor Swift’svideo ,‘Mine’ (mixture), Rihanna’s video, ‘We found love’(mixture), and Benjamin Francis Leftwich’s video, ‘Atlas
  3. 3. Deconstructing existing media products After deciding that we wanted to create a music video in the ‘romance’ genre, we looked at various real music videos within the same genre to gain an understanding of the codes and conventions used. Taylor Swift’s ‘Mine’ and Rihanna’s ‘We found love’ present two very different relationships; one is more innocent and sweet, whilst the other is very destructive and dangerous. This is because they both target different audiences. Taylor Swift conveys Beach location Couple are shown to be in love a ‘girl next door’ connotes through the proxemics: kissing, stereotype whereas Girl – wearing romance dancing, hugging, holding hands etc. Rihanna’s character is Happy ending – more bold and adventurous. white to connote and nature. Natural sunlight connotes Mise-en- couple purity and happiness and love. get married. innocence scene Characters (Taylor Swift), or stockings and Male protagonist is crop top presented as an (Rihanna) alpha-male – good suggesting a looking, confident, charming. more bold/ daring Costume personality. Blue tones are cold s and and harsh, connoting props sadness. Jewellery (ring) Close up of hands Editing symbolizes the with focus on the Camera work Darkened unity of the ring and touching of haze framing shot creates a Sepia tones connoting couple. hands connotes love. warmth and love, Two shot of dreamy effect. creatingNeutral make up Close ups of main couple a sense of nostalgia.and clothing is protagonists to establishingJump cuts create thesimple and natural. highlight excitement reflecting the feeling of being in love. relationship. mutual attraction.
  4. 4. Codes and Conventions used in our videoTaylor Swift – ‘Mine’ Our video Codes and conventions We used a close up of our female protagonist looking u the male protagonist, showing an instant attraction. The of the romantic novel, ‘Birdsong’ connotes that the fema character is an intelligent, hopeless romantic, foreshado the love that unfolds in the video’s narrative. This two shot is conventional of the romance genre beca it clearly establishes the relationship between the two characters. We’ve included many two shots throughout t video for this reason. The proxemics of this shot also co that the couple are in love because they are holding han and smiling. Many scenes of our video are filmed at the beach, as w understood that this was a romantic location. When foc on the mise-en-scene, we filmed many shots with the se view, as it connotes peace and nature, reflecting the lo the relationship. The natural lighting creates a sense of and happiness. The proxemics we used throughout the video clearly foll the conventions of a romance genre, with the couple kis hugging, holding hands, smiling, laughing etc. See more
  5. 5. Taylor Swift – ‘Mine’ Our video Codes and conventions In Taylor Swift’s video, a wedding ring is used to symbolis the unity of the couple. Similarly, we used the prop of a s heart necklace to represent the love within the relationship When the love deteriorates and comes to an end, the neck is taken off symbolising that the love is over. To highlight significance of this prop, we used extreme close ups. In the post-production stages of our project, we edited the video to have tones of blue and sepia towards the end of narrative, when the couple are fighting. This connotes the sadness felt by the characters and ultimately the audience empathises with them further because of the colder, darke atmosphere. We’ve used POV shots to make the video more personal, a make the audience empathise more with the characters. These shots are used particularly in the montage sequence create the impression that the couple are using a hand hel camera, making memories, eg. on the beach the female protagonist is playfully running away from the camera and looking directly into it as if the male protagonist is filming In the same way Taylor Swift’s video uses photographs as visual motif symbolising a collection of memories, we’ve us photographs in our video of the couple and have presented them in a scrapbook, creating a sense of nostalgia. These photos are included in the girl’s bedroom and at the end o video when she puts them into a scrapbook.
  6. 6. Subverted codes and conventions Male Protagonist We challenged the ‘alpha-male’ stereotype that’s often presented in romantic media te decided to make our male protagonist a quirky, intellectual, indie character; perhaps a more realistic portrayal of a modern teenager, as opposed to the typically good looking, over confident ‘alpha-male’ stereotype. We chose to do this because we want make our male protagonist relatable to our target audience and provide a different ta romantic genre. However, we decided to make our female protagonist fit into the ‘girl next door’ stereo- type, following a convention of the romance genre. EndingOne of the main criticisms of the romance genre is that it sets up unrealistic expectationsfor what life is really like. Taking this into account, Rachel and I wanted to subvert thetraditional ‘happily ever after’ ending and create a narrative that gives a realistic portrayalof young love. We wanted to make comparisons between the idealistic and modern-dayperceptions of love and relationships by portraying a couple who appear to be happily in love,however its not the perfect fairytale ending and the love fades. We showed this through theuse of editing, camera work and props. The blue tones connote sadness as and a sense of lossas the relationship deteriorates, the close up of the girl crying shows her heartbreak and thenecklace being taken off symbolises that the love is over. The scrapbook was a key prop, as itholds a collection of memories, representing the couple’s relationship. Our video ends with thegirl placing the necklace into the scrapbook, as that’s the last piece left of their relationship.She then closes the book, signifying that the love is over and she’s accepted it’s time to moveon. The front cover of the scrapbook is our album cover ancillary, linking the products together,however we decided to make the title word “forever” creating a sense of irony. This challenges

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