2. In what ways does your media product use, develop or
challenge forms and conventions of real media products?
Music Video
When producing my media product my main aim was to create a video that would appeal to my target
audience of both males and females aged 13-25. After looking at a multitude of texts I had a very clear
understanding of the codes and conventions related to my media products. After much browsing of music
videos and deep analysis of some in particular, it was very simple for me to compare and contrast the similar
conventions that appeared within the texts. It was through this process that I was able to make some conscious
choices about how I would use and subvert my findings into my media products. Codes and conventions are a
standard set of guidelines that relate to the creation of a media text. They are elements of the media that have
been accepted for a certain media text by society as they seem to work well and create the right message. For a
music video to successfully promote and showcase the singer, band or group, or just the song itself, directors
and filmmakers alike know that music videos have certain codes and conventions which they must follow. This
is needed to connect with the desired target audience of the video. As stated within my planning and
research, Adorno believed that one of the effects of commercialized popular music was to change a listener to
an infantile state where "like children who demand only food they have enjoyed in the past, the listener could
only respond to a repetition of what they’ve heard before." I accessed this theory through the use of Ed
Sheeran’s song ‘Lego House’, as my target audience will have already listened to other songs he has produced
and also through Lego bricks, as this is an extremely common toy that has featured within many peoples
infantile/junior lives. One of the first conventions featured is the performance, where by the camera focuses
upon the ban/artist playing. I challenge this convention but fulfil and use another at the same time; this is
because the artist (Ed Sheeran) is not featured within the video itself by a variety of camera angles. Instead he
is represented within the narrative through a cameo, whose story we follow only through the one ‘front on’
long shot. This is very unusual for this musical genre as there would usually be a number of different shots
that range in angle and distance. Pop and Indie videos are usually very upbeat, bright and colourful and
usually fast paced which makes them appealing to a young audience.
3. One feature that has enabled me to fulfil this convention is the specific editing and animation used within my media production. Obviously the
use of stop motion is a fundamental part of my video as it provides the fast editing and also contains many brightly coloured props. I believe
using this technique has set my music video apart from many other media productions as this is a fairly new technique to be used. In a lot of
music videos, lyrics are used to create a mood or establish an emotion or a sense of subject rather than a logical meaning. In every genre of
music there is a relationship between the visuals and the lyrics, within the video, with the visuals illustrating, amplifying or contradicting the
lyrics. I believe within my media production I develop this convention as I have many visual representations of the lyrics that aid the audience.
There are many different genres of music these days and they all have their own set of codes and conventions which a viewer would expect to
see. The mise-en-scène, lighting, editing and camera work would be different depending on the genre of music is playing, for example I believe
‘Lego House’ could fall into both the Indie and Pop genres. For example, in terms of narrative Barthes described a text as: "a galaxy of
signifiers, not a structure of signified; it has no beginning; it is reversible; we gain access to it by several entrances, none of which can be
authoritatively declared to be the main one; the codes it mobilizes extend as far as the eye can read, they are indeterminable...the systems of
meaning can take over this absolutely plural text, but their number is never closed, based as it is on the infinity of language..." (1974
translation). What I received from this statement was that Barthes described narrative text is like a large tangle of thread. We then begin to
unravel this text and find that there is a wide range of potential meanings, so there are many different viewpoints that can be held about one
singular text. Within this Barthes identified some key conventions including action, signs and symbols, points of cultural reference and simple
description/reproduction. There are also narrative codes that coincide with the conventions that I have developed and challenged. I believe I
have challenged what Barthes described as the Hermeneutic Code and the Proairetic Code, as everything is fully explained as the narrative
unfolds and there is no essence of mystery towards the reader as there due to the lack of snares, equivocations or jammings are present.
Whereas I believe I have used and achieved what he described as the Semantic Code and the Symbolic Code, this is because there is additional
meanings given through the lyrical visual representations and the actions of the cameo characters. Providing my product with a broader and
deeper sense of meaning, often achieved through the juxtapositioning of the imagery and lyrics. On the other hand I have not challenged the
remaining Cultural Code. This is because my media product does not contain anything that can be challenged such as science, religion or
fantasy. In reference to Todorov’s theory of narrative, where he stated that films and programmes begin with equilibrium, a calm period. The
agents of distribution cause disequilibrium, a period of unsettlement and disquiet. This is then followed by a renewal state of peace and
harmony as it brings an end to the chaos. The simplest form of narrative (sometimes referred to as ‘Classic’ or ‘Hollywood’ narrative). I believe I
have developed it in some way as the music video and lyrics themselves follow a slight narrative. As the lyrics and song starts calm this can be
identified as the Equilibrium, it then becomes more upbeat as a Disruption occurs, as the song ends the slower lyrics are repeated as a
Resolution comes more into the picture. The Order Is Restored and a New Equilibrium is created.
4. Moving onto representation, which is the way in which ideas; objects, people, groups and life forms are
depicted by the mass media and are the method used by mass media to create meanings.
Many media products can contain stereotypes, this can be explained through Stuart Hall’s encoding and
decoding, where he described dominant (or 'hegemonic') reading: the reader fully shares the text's code and
accepts and reproduces the preferred reading (a reading which may not have been the result of any conscious
intention on the part of the author).
Negotiated reading: the reader partly shares the text's code and broadly accepts the preferred reading, but
sometimes resists and modifies it in a way which reflects their own position, experiences and interests.
Oppositional ('counter-hegemonic') reading: the reader, whose social situation places them in a directly
oppositional relation to the dominant code, understands the preferred reading but does not share the text's
code and rejects this reading, bringing to bear an alternative frame of reference (radical, feminist etc.). So
when you apply these concepts to my media video, a dominant reading may imply the idea that females are
promiscuous and untrustworthy. Whereas a negotiated reading would perhaps see the male character to be to
blame for the current situation they find themselves in. I believe that despite trying to avoid any imply
stereotypes there may be some that underlay the narrative.
Digipack
The first convention I decided to use was the consistent scheme used throughout also known as a ‘house style’.
I believed this was extremely important as it creates intertextuality between all of my media products, thus
providing an instantly recognizable common identity for the audience to link to the artist. On the other hand I
challenged the conventions of including the bold artist name, this was because I had already included the
recognisable song name and I believed this like many others things it would ruin the simplistic layout. Despite
the positive visual aids it would provide the audience with. I choose to include a convention that is inevitable
with all digipacks, this being a single image that fills the whole album cover front. This makes the album more
appealing and individualistic. However unlike many other front covers that may just feature the artist; I
developed this convention so that it involved the videos mise en scene, creating even more intertextuality
between the media products.
5. Advert
There are many codes and conventions that surround the creation of an advert. The key aim of my advert is to
promote both the artist and record label; within this aim are several features that are easily identifiable within
my production. Firstly my advert achieves the convention of having a house style. As there is a common trend
throughout all of my products, both main task and ancillary, this would benefit my ay artist as this would build
up an instantly recognisable collection. For example within my tasks, the ‘+’ sign as well as the white
typography (font) is a common feature that runs throughout. With ‘anchors’ such as this, I made them visually
striking so that it interests the reader, despite however long they make look at it for. I achieved this convention
through the vivid colouring of the mise en scene and the use of Lego, research from my target audience has
proved they really liked this use of colouring and props, in turn making them want to find out more.
Having visual links is also a vital part of advertisements; this was achieved through the use of house styles,
similar mise en scene and colouring. But also through the use of a cameo Lego man character that looks like
Ed Sheeran himself. This provides an easy trail for the audience and ups the convergence between all
associated media products.
I thought it was very important to abide by the conventions of adding the artists name, album title and album
content. This is so passers-by who are not familiar with the house style or part of the fan base, can recognise
the advert and there is no confusion to whom its advertising and provides easier accessibility upon iTunes.
Adding institutional information such as the album title and album content provides the audience with
important information and may entice potential buyers. For example if a popular song is listed, they may
purchase this album simply because this song is featured. There is always the possibility it works against the
album, if someone hated the particular song the advert talks about he or she are less likely to go on to buy the
album. When considering the convention of release date, I thought this was the most important thing to
include. That’s why I made it so large compared to the rest of the text, as it is a fundamental point for the
audience. I believe including the release date does two things. Firstly, it leaves people waiting and wanting the
album. Over time this generates excitement and interest and so will hopefully boost sales. Additionally, it
allows audiences to pre-order which is money before its even been released, so it has an overall positive effect
upon my production. I decided to challenge the conventions surrounding availability and official reviews, this
is because within the world we live in everyone nearly everyone is involved within social networking sites such
as Facebook, Twitter and Myspace. I believe those who may already be part of the fan base will already be
following my artist on these sites and others who are not part of this group will then search either Google or
the networking sites already mentioned as this is a natural thing to do nowadays. One convention that I
decided to challenge was featuring official reviews within my advert, this is because I thought it cluttered up
the advert and ruined the simplistic view.
6. How effective is the combination of your
main product and ancillary texts?
I believe the combination of my main product with my ancillary tasks was very successful as all
three tasks complement each other. I achieved this through some individualistic choices in
terms of house styles, layout and colour schemes. For example, if you look at all 3 productions
the same typography (text/font) is used throughout, another thing that features within all three
productions is the use of the Lego house itself and the cameo character of Ed Sheeran.
There is a strong presence of convergence within this project, partly due to house styles but also
because the ancillary tasks are vital components that would are key to a real production. This is
why I have attempted to interweave the whole package, creating intertextuality to make the
products more effective. One reason the combination of the tasks has been so great is that my
products have reached many different types of people who have all received it differently. I was
able to devise this success through the verbal, written and statistical feedback I have received
through comments from viewers on Facebook and Youtube, the statistical data was provided
from Youtube’s viewing counter. It records exactly who watches the video, where they are from
and from this I can gain demographic data.
From these many different sources I have been able to understand that my main audience has
been from the ages of 13-25, with a few more above 25. There is a fair mixture between males
and females who live within the Bedfordshire area; I would then assume that they are from a
middle class background. At an overall view from both my own opinion and feedback from
others I believe the project was a success and despite some improvements that could be
made, everyone who has seen my productions thoroughly enjoyed it and gave very positive
feedback.
7. What have you learned from your audience
feedback?
There were many ways my audience feedback benefited my project. Firstly
through questionnaires I managed to find out what text my audience preferred
when it came to the digipack and advertisement. The feedback I received
enabled me to create a better overall project, making small but fundamental
changes to my tasks.
Here are the results from my Facebook page and Youtube viewing results:
8. How did you use media technologies in the construction
and research, planning and evaluation stages?
Research & Planning
There are a vast amount of technological advancements that are available within the world; these can be noted
underneath two concepts known as the Internet/Web 2.0 and the New Media. The Internet 2.0 is the new technology
that features within the New Media, such as Blogs, Wiki’s, podcasts, RSS, widgets and tagging. These devices allow us to
search the Web a lot easier and make it a far more enjoyable experience. Whereas the New Media itself is the philosophy
of the new approach to how we communicate with each other. It makes things such as social networking very
powerful, due to the combination of these two factors. Without one another they are not powerful concepts. It was these
concepts that made all my research, planning and evaluation fairly simple.
Because the world we live in today could be describes as a ‘global village’. This metaphor is usually used to describe the
Internet and the World Wide Web. These devices make physical distance a very small problem as people from all social
spheres are able to connect and communicate very easily. Meaning that due to the enhanced speed of communication
people with the same interests can all interact with each other and become unified into one single global community.
McLuhan says this forces us to become more involved with one another from countries around the world and be more
aware of our global responsibilities.
With reference to my planning stage mediums such as Youtube, Twitter, Facebook, Pinterest, Instagram, Blogger, Flickr
and Tumblr. These many sites of social networking made it very easy for me to establish my target audience simply. This
was done through searching through these sites with keywords such as the musical genre, artist name and songs. As well
as establishing what my target audience likes, it allowed me to easily collate my research. Apart from questionnaires I
created myself, much of this research was not primary data. Instead it was predominantly secondary data, which is far
more accessible and easier to find, saving me a lot of time.
Another way I benefited from use of the Internet is that without it I would not have been able to find any media
products to establish the codes or conventions or even analyse for my research. Researching through the Internet
allowed me to establish many key codes and conventions that came across from many different theorists such as
Mulvey, Freud, Barthes, Todorov and Burton.
9. The Internet 2.0 allowed creating online surveys upon websites such as surveymonkey.com; I
was then able to share these surveys through the New Media upon social networking sites such
as Twitter and Facebook. On these sites it was easily viewed and completed by many, providing
me with very helpful data. When combining research from the New Media and the Internet
2.0, it allowed me to view all other media products upon the market place and then use my
creativity to create pieces that were original and unlike any other.
The use of the Internet and New Media benefited my research and planning in many ways, for
example it made me consider my resources on a whole. Firstly, the time in which it would take
me to complete the project and how I would go about doing this as efficiently as possible whilst
still reaching the end with an excellent product. Despite my project not being on the scale of a
national corporation, I still had to plan out my time and take into consideration the time every
task would take. When completing the task the Internet allowed me to research and plan things
such as the best software available to me, that would save me time, yet still finish the product to
my best ability. Alongside this I had to think about any financial costs that I may be faced
with, after considering everything to do with Mise en Scene and man power. I soon learnt that
the only financial costs that I would face were the cost of props and nothing else, because I was
able to use the Internet to find free software and cheap methods of production. Research and
planning is vital as it allows me to take into any considerations of factors that may go wrong.
Despite detailed planning, when looking back retrospectively there were many problems that I
encountered that I did not foresee at the start of the project. All of these problems lay within the
use of technology for example, simple things such as the loss of production data and the
compatibility of software’s. In hindsight this highlights the flaws of my ambitious thinking and
creativity; however I do not regret undergoing this project as I thoroughly enjoyed creating all
the products.
10. Construction & Production
After singling out the concepts that are specific to the creation of my media task, I used the information found within
my research to aid me to construct the best product possible. The use of the Internet and New Media, allowed me to
consult people more in the knowledge about video editing upon online forums. This lead to me knowing the best
software to use for my video, which soon became apparent to be a mixture of Cybersoft Power Director, Windows Movie
Maker and Monkey Jam. Whilst completing the video task, I encountered a problem with the size of the photo files I
was using as it slowed the whole computer up. This was easily solved through speaking to two photographers who I am
linked to on business networking site LinkedIn. They gave me a simple and quick solution to my problem whilst also
giving me very helpful advice that reinforced my thoughts about photo editing software to use for my two ancillary
tasks. As I thought, the use of Adobe Photoshop was best suited.
During my media project, the site Blogger allowed me to easily log my theory work and create easy access for
assessment, due to the simple layout. This is yet another benefit of the Internet 2.0 and New Media, as I was able to
upload, save, redraft and access all of my work anywhere I wanted. Another benefit of Blogger is that I was able to look
at other examples of work, whereby I could then benchmark myself against to improve my work to a higher standard.
All of the software I used was free to access and very easy to use despite being a rookie within the field of editing and
production, this saved me vital time and also enabled me to use high specification software with many complex
functions, again cutting down the production time. So in an overall look at production, the construction of all my media
products was fairly easy, quick and cheap. The only costs I had to deal with were the price of the props included within
my video; this came to around the £50 mark.
Looking back retrospectively, I have learnt that time management is the most key factor within a project. From the
outlook, I created a rough Gantt chart to help plan my time from week to week, after encountering many technological
problems I fell out of this routine and the workload started to pile up. After putting in the hard time, I was able to
successfully complete the project.
In the final stages of the media products, I had to consider distribution, which is one of the greatest benefits of the New
Media philosophy as there are endless mediums to feature my products upon. I decided it would be best to advertise my
products upon the most popular sites such as Youtube, Twitter, Facebook, Pinterest, Instagram, Blogger, Flickr and
Tumblr. This would mean it would be easily reached by all members of my target audience, who would then hopefully
follow the main outline of the Two Step Flow theory as Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet believed
that through "opinion leaders" who then communicate it to their less active associates, over whom they have influence.
The audience then mediate the information received directly from the media with the ideas and thoughts expressed by
the opinion leaders, thus being influenced not by a direct process, but by a two-step flow. This benefit of social sharing
is possibly the greatest advantage of the New Media, as videos, photos and articles can be shared instantly everywhere
across the world with the click of a button. This allows my media products to reach out to more than just my target
audience, therefore increasing its popularity.
11. Evaluation
During the evaluation stage the use of new technologies allowed me to
easily share my products, this then enabled me to receive feedback
from a very wide audience and make some minor changes to improve
my products. In many previous years this would not have been possible
because contacting a vast amount of people, was near impossible. If you
wanted to collate some data from a large sample size then you would
have to organise a large focus group which would cost a lot and
consume a large amount of time. New media technologies have
completely gotten rid of this hassle.
This was through mediums that I have used previously within my
media project, these sites being Youtube, Twitter, Facebook, Pinterest,
Instagram, Blogger, Flickr and Tumblr. Their easy access and use really
benefited my project on the whole.
Furthermore the Internet 2.0 and New Media has aided my evaluation,
as it allowed me to find key terms and bench mark my work against
other professional pieces. I was able to do this through making sure my
product featured the exact codes and conventions that feature within
professional products that I have previously mentioned both within my
theory work and the first question within my evaluation.
