1. Evaluation Question -
In what ways does your media product use to
develop or challenge forms and conventions of
real media products?
By Katrina Lee-Smith

2. Real Media Conventions
 Throughout the second year of A levels I have studied
about many media theorists such as Laura Mulvey,
Andrew Goodwin and other theorists. These theorists
produced conventions that the audience would expect
to see in a music video. The theory that applied to our
music video the most was Andrew Goodwins. There
were some things that were easy to develop and others
were subverted as it was difficult to include in our video
 Firstly we developed the conventions of a music video
as there were many close ups of the protagonists and
the singers of the song which is usually seen in music
videos as the music industry have to promote the artists
in order to make profit from the album. This is seen in
my music video as the main protagonists are introduced
to the audience so that they are familiar with the
relationship of the characters. By establishing a
relationship with the audience it was easier to relate to
them by representing youth and culture in everyday
lives whilst providing them the message of the song.
 An example of this is when they are at the party and
there are many young people dancing, having fun
expressing themselves with many other people from
different places and cultures.

3.  In my media production it develops the conventions of the
R’n’B and Hip Hop genre that has an upbeat Dance Hall and
Pop theme to it as well. The conventions of a R’n’B music
video is having upbeat and lively music the main concepts of
it is bright colours, flashing lights, quick edits, happy and
energetic characters and fashionable clothing I used these
concepts improve my music video.
 There are a range of examples that establish the relationship
with the music and visuals such as the scene at the party with
the flashing lights are sped up to match the beat of the music.
Another example is at the beginning of the music video the
girl walking is in slow motion to match the slow beat of the
song to establish the location and the people around the
protagonists.
 Our music video has two different concepts one of them being
performance and the other is narrative. The two main
protagonists feature and represent this. The first one at the
beginning is lip syncing which has a narrative performance to
it whereas, the other protagonist is representing the
relationship between visuals and the lyrics. For example
when the lyrics ‘live your life’ are being sung there quick edits
of the actor smiling, shopping having fun and living her life as
a young teenager would do. Another example of this is when
the singer sings ‘don’t let them bring you down’ the female
protagonist is taking pictures, shopping and partying having
fun and not allowing anyone to stop her from enjoying her life.
Our music video conveys the representation of performance
and narrative as we captured many members of the audience
using a range of camera angles at the raves and concert,
which enabled us to film artists on stage and the audience
below.

4. Subverting the Conventions
 A theorist we did not follow the conventions of was
Laura Mulvey’s theory of ‘The Male Gaze’ as we didn’t
use voyeuristic techniques of capturing the female
protagonist’s body or particular features that didn’t
show any sexual references towards the audience. As
an alternative we had male and female actors working
alongside each other having fun which highlighted the
equality of genders and youth. Therefore this
challenges Mulvey’s theory of ‘The Male Gaze’.

5. Real Digipak & Magazine
Conventions

6. Real Digipak Conventions
 As well as the music video being bright and colourful
the same message is being presented in our digipak as
there are a group of people that are united and happy
together. By using pixilated imagery of a group of
people that are different races and genders it promoted
the ideology of being together as a whole. The poster
itself is colourful that created a bright and lively
background. By using a range of vibrant colours for the
letters and the pixilated diagrams we were able to
create a pop themed digipak.

7. How does this appeal to my
audience
 By using these conventions within my music video,
digipak and magazine cover it will appeal to my
audience as it sends a message to my listeners and
readers. The bold texts, fonts and pictures all help form
the promotion of the music video. It also illustrates my
creativity and imagination skills which is beneficial
towards the music video casting out the message of
unity and equality as what we do as people is beautiful
by the way people can express themselves both
socially and creatively that is presented throughout the
music video. Also by using vibrant colours, flashing
lights and quick edits through the transitions were able
to keep my audience engaged whilst watching the
music video.