evaluation question one

1. Question 1
• In what ways does your media product use,
develop or challenge forms and conventions of
real media products?
• Section 1: Utilising generic conventions in the
music video
• Section 2: developing and/or challenging the
conventional layout of the digipak and magazine

2. Conventions of the medium
• The name of the track I have used is ‘An Acquired Taste’, by the indie/pop band Kings & Crows
formed in England.
• All music videos contain elements of the following (Goodwin): genre characteristics, relationship
between lyrics and visuals, relationship between music and visuals, close up shots of the artist and
reference to the notion of looking. When shooting the video, I conformed to all of these elements
in order to present a strong and conventional music video which could represent and market the
music produced by Kings & Crows. The video also represents British ideals, such as reference to
‘Alice in Wonderland’ and the tea party scene. This suggests that the video not only markets the
artists music, but also celebrates aspects of British popular culture.
• A further music video convention used was the
knowledge that the footage lasts as long as the track,
however I cut around 30 seconds of instrumental in
order for the track to fit the visuals. The track is 2
Minutes 40 seconds long, which is conventional because it
Ensures that the audience do not lose interest.
• Intertextuality is a convention of music videos (Goodwin). I
Have used this convention to achieve my desired outcome, such
as the costume design from ‘Pans Labyrinth’ and the coming of
age theme/props from Alice in Wonderland.

3. Conventions of feature films/TV dramas
• The use of titles are a convention of films and TV dramas, however I initially decided to use
them at the start of my music video to introduce the band and their song title. This is another
way of promoting the band and their music, and ensures that the audience will be able to
find them via social media websites easily and efficiently. After further feedback, I decided to
remove the titles in order to give focus on the opening scene which presents a definition of
‘An Acquired Taste’, the title of the track.
• The use of effects in post production is also a convention of films and TV dramas, however I
used a lumia brightening effect to enhance the pop genre and to emphasise the dream-like
quality of the music video.
• I also used the convention (Goodwin) of the relationship between music and visuals and
increased the speed of the video by x3. This was in order
to fit the tempo of the music and to match the fast
paced cuts of the visuals.

4. Genre
• The video conforms to pop music conventions such as an overall upbeat tone. This is
supported by fast pace cuts on the beat and frequent close ups of the artist/character
(Goodwin). This can be seen in the video at 1:22.
• Pop genre themes tend to appeal to a predominantly younger audience because the music is
mainstream and aimed at young people. For example, the pop band One Direction with their
music aimed at a young female audience. ‘An Acquired Taste’ conforms to this convention
because it explores escapism from reality and a journey through coming of age.
• A further convention of pop music is a bright and colourful setting. I have developed this
convention by adding colour enhancing effects to my video in order to emphasise its pop
genre. Example
• Denis Mcquall argues that genre may be considered a practical device for helping any mass
medium, in particular music videos, to produce work consistently and efficiently to the
expectation of their customers. This suggests that genre is a tool used to market specific
audiences, and to gain maximum income from their customers. Genre gives artists a way of
creating a loyal audience who recognise the alternative world represented in the music
video.

5. Inter-textuality
• I used and developed ideas found in the fictional novel ‘Alice in Wonderland’ to create my
fantasy dream-like style. Firstly, I used the ‘this way’ ‘that way’ signs to pose a question –
youths can relate to this because they experience many different life options when coming of
age. The signs represent the many different paths they may chose to go down.
• I also referenced ‘through the looking glass’, the sequel to
‘Alice in Wonderland’ and the infamous Mad Hatter’s tea party scene. This
Has British connotations with the popular ‘Great British Bake Off’ and can
Be seen as a British signifier.

6. Representation
• Firstly, the music video does conform to certain traditional
female signifiers in order to appeal to a female audience.
This is developed in the use of props, such as the tea
party scene, the ribbon hair tie and the pinafore. However,
These props are inter-textual references from ‘Alice in
Wonderland’, written in 1865 and notably the representation
Of female characters has changed. My music video conforms
To a more traditional representation of a young female.
• However, to a certain extent, the female protagonist in my music video does challenge
gender stereotypes as she is inquisitive and independent, not passive. This is shown through
her adventurous nature and her lack of a male who would define her. Like Alice the girl has
an adventure on her own thus I have used the concept of woman defining their own fates.
For example, this can be seen in Florence and the Machine’s music video ‘Rabbit Heart’.
• Furthermore, the female protagonist challenges the hyper sexualised visuals of a female
artist in the contemporary music industry today.

7. Narrative Structure
• The narrative structure in my music video is chronological,
we follow the protagonist on her journey collecting the
numbered pack of cards as she goes. The video ends
as the sun is setting, suggesting that we follow the
protagonist for a day and the journey ends when night
falls.
• I have conformed to the convention of moving image
Storytelling by using continuity editing in the editing and creation of the protagonist’s
Journey. There is continuity throughout most of the
Shots, which is emphasised by the collection of the cards.
Within the tea party scene, the focus becomes
Slightly blurred and the images develop more into a
montage of dream-like quirky props. The use of montage
here is to enhance the dream-like fantasy quality that the
protagonist is feeling, after having eaten the chocolate
labelled ‘eat me’. It sends her into a spiral of fantasy thinking,
which is why I chose to edit this particular scene in that way.

8. Reoccurring Motifs
• The playing cards often occur in the video because they add interest and purpose to the
narrative, plotline, and are used as an intertextual reference prop from ‘Alice in Wonderland’.
Furthermore, the cards symbolise the coming of age journey that all young people
experience, for example in films such as … As the protagonist collects the cards, she is taken
on a wild journey which takes her in different directions. At a point in the journey she stops
collecting them, suggesting a symbol of freedom and a disengagement from the societal
expectations of her. Her future is ambiguous, yet the ending sees the young protagonist walk
into the sunset. This can be interpreted differently depending on the audience and their
personal Beliefs/experiences. The ending can be interpreted as the end of her
Journey, and the protagonist will go back to reality after having Experienced
her fantasy world. Alternatively, The ending can be interpreted as a symbol of
freedom and the protagonist will go off to live many more journeys and
Adventures. This means that the music video is injected with
An optimistic message.

9. Section 2 – Print Productions Panel 1
• I have conformed to the traditional 4 panel digipak to market my bands music.
• For panel 1 I focused on the image, including only necessary
Text such as the band name and the album title. The band’s
Name text is slightly larger than the album name to emphasise
Their importance. This further promotes the band and their
Music.
• Conventionally, panel 1 has a close up image of the artist in
Order to emphasise their
Importance and to make the
Album recognisable. Furthermore, I used three overlapping
Images of the protagonist to create
A dream-like fantasy image which
Hints to the themes in the music
Video.

10. Print Productions – Panel 2
• The second panel is taken from a scene in the
Music video. The bunting is a classic British
Signifier, usually associated with celebrations or
British church fetes.. I edited the image so that the bunting
Appears almost translucent, which enhances the
Fantasy/illusion style apparent throughout the
Video.
• This panel links thematically with the first
Panel through the use of nature, and is
Chronological in terms of narrative structure in the digipak and music
video.

11. Print Productions – Panel 3
• The third panel, which holds the cradle, contains a close up image of the
female protagonist. I chose a central image because this is where the CD
will be placed. The use of placing the Protagonist
in the third panel aims to gain the attention of
the Audience/consumer and attract them into
listening to the Product. This panel again links
thematically with the others Through nature,
and a loyal audience may recognise this
Reference.

12. Print Productions – Panel 4
• The back panel conforms to the conventions of a digipak with
institutionalised information such as track listing,
bar code and a Facebook logo.
• The track listing is positioned along the bottom
in order for the image to be the main focus.
• The image links with the narrative structure of the
digipak, because it is also the final scene of the
music video. This gives the audience a reference
to the video.

13. Print Productions – Magazine Advert
• My magazine advert conforms to the conventions of the medium in regards to displaying the
band name, title of album and a review from a popular music magazine.
• The aim is to advertise my artist, and I think the large titles
And review help this as they are important aspects of
Marketing a product.
• The partially translucent image of the female protagonist
Sits over an image of the river, which enhances the fantasy
Style and uses a scene from the music video.
• The ‘this way’ ‘that way’ signs allow space for an ‘Alice in
Wonderland’ inter-textual reference which gives the
Audience an idea of the music video and genre of the band.