1. In what ways doesyour media product use, develop orchallenge forms and conventions of real media products?
• In our media product, our group developed and challenged many forms and conventions of our music genre. For example, we created a jazzy production that consisted solely of performance and we felt our visuals made the performance look both effective and original.• The first thing we did was we referred to media theory when brainstorming our ideas together. This was so we could therefore develop and use media theory that allowed us to produce the best production possible. We highly benefited from using various different types of theory within our video because of the fact that it was used as a guideline to how we wanted to utilise these particular theories into our production.• Throughout this slideshow, you will see how we applied these different theories, in order to make our product genuine and believable.
SynaesthesiaThe first theory our group implemented into our research and developmentwas synaesthesia. This consisted of our group listening to the different lyricsand soundtracks that TGFA had produced through his singles. This allowedus to imagine what images we would utilise into this particular video to makeit seem effective and original. Overall, this was done in order to help us buildknowledge in developing a media product with interesting,but effectivevisuals.For example, while our group was producing our pre-production storyboard,we thought that the best way to make our visuals look effective was to closeour eyes, listen to the song we were using, and then imagine the visuals wefelt would look the most effective for example, one member of our groupcame up with the idea that we should put a red rose into our pre-productionstoryboard as it signifies love and would ultimately complement the lyrics ofour song – ‘I Feel Love’. We also thought that by including this image wecould use it as part of our Digipak because it helped to capture the type ofatmosphere we wanted to portray in our production, so we could thereforeengage our audience in the most appropriate way.
Moreover, there were various visuals we separately came up with tohighlight different signs. I.e. In one of our shots we had our artist playing thepiano in front of all his loving fans to show that he has a crowd of peoplethat love and support his music.Although, it was very time consuming putting synaesthesia into practice , itwas a worthwhile theory in the long term as it gave our group insight increating ideas from the spot which could be later implemented in our musicproduction.
Ferdinand De Saussure (1980):Types of signs used in productions Our group had related to the theory by Ferdinand De Saussure on the typesof signs we wanted to portray to our audience. These particular signs couldhave been either singular or plural, which composed of either two or threetypes. The two signs that our group thought would highlight our music videoin the most effective way to our audience were the iconic and symbolicsigns. This was because our pre-storyboard highlighted that we wanted toproduce a jazzy music video that would draw in the attention of theaudience and represent our artist in an interesting and original way.We displayed iconic signs throughout the various images that weimplemented within our production, i.e. the couple holding hands, whileoverlooking the river. Symbolic signs were displayed through the imagery ofthe rose which symbolises romance. Furthermore,In our media product, we aimed to create messages to the audience aboutthe concept of love which was focused throughout the lyrics of the song weused in our advanced Portfolio. Our group aimed to produce a performancevideo which would challenge Ferdinand de Saussure theory on signs, as notall real media products utilise signs within their productions. This was a gap
Sergei Eisensteins Theory on Montage Sergei Eisenstein’s montage editing technique refers to the use ofdeveloping quick cuts between various shots in any video. This is what ourgroup wanted to utilise within our media product in order to createexcitement, fluidity and originality. Our group had decided to challengeforms of real media products as the majority of real media products areusually slow paced productions, as opposed to montage related.From our pre-production questionnaires results, the audience stated thatthey wanted to see montage editing in the media product we were creating,as they thought it would make it look ‘more unique and effective’. Overall,we felt this technique was utilised in the best way possible. As the resultsfrom our post-production questionnaires displayed that our use of montageediting made the video look more genuine and realistic.However, our groups music production could have been said to containsome elements of the theory amplification, such as the shot of the rosewithin our production, which complemented the lyrics within the song.Although, throughout the video, there weren’t that many relatedconventions towards love, which could ultimately create a sense ofdisjuncture from Eisenstein’s theory.
Richard Dyer’s Theory Our group implemented the use of an additional theory from the book called Heavenly Bodies: Film stars and society by Richard Dyer. In Mr Dyers book, he describes how the star quality of your performer is created and if there is any element of Utopia.• From Dyers theory, our group started to develop and use his concepts by gathering elements of Utopia, which consists of the abundance of enjoyment and heart which our group developed and used throughout our Advanced portfolio. This was displayed through TGFA’s performance and the dancer in our foundation portfolio. Furthermore, other elements of Utopia include the use of energy, and intensity which we also developed and used as a group which is shown through the dancer and TGFA’s characteristics.• The star quality is also implemented across both portfolios from the use of the star image which is shown through clothing and their performances. As, TFGA our music artist faces the challenge of being a successful Indie artist overtime, its vitally key that TGFA reflects upon Dyers theory in Star quality in order to progress in the music industry through the significance of image and star potential. Artists that are signed up to major labels have an advantage in being heavily promoted in their star image.
• Andrew Goodwin continues to develop Dyer’s theory on the star system by explaining the ways in which star-texts intersect with video clips. The purpose of a music video according to Goodwin, is to promote and sell CD’s and especially maintain the star image of any artist. The audience must now be encouraged to identify with the performer and consider the conventions that have helped to create this ‘Romantic visual’.• In different ways throughout our production, we have applied Goodwin’s theory, as our audience understood and identified the conventions of our music video, such examples can be shown through the visuals within our music product such as the rose and the picture of the couple looking over the sea. These particular still shots created this ‘romantic visual’ that was needed to enhance meaning on the concept of ‘love’ throughout our product. We wanted to achieve this because we had had negative feedback from our audience, which highlighted that various parts of our video lacked elements of interesting visuals that were needed in order to fully engage the audience’s 100%. By gaining this negative feedback, we were able to make improvements on our video via
Intertexuality – Julia Kristeva (1980)• Our groups research and planning for our foundation and advanced portfolios had been constructed through the use of the intertexuality theory constructed by Julia Kristeva.• When putting this theory into practice, our group gathered many intertextual references through the use of watching various YouTube videos of classic films and real music videos. These existing references from real media products gave our group ideas that could be developed further in our planning stages for our media products.• The intertextuality references played a key importance in helping our group determine what genre to choose, implementing a narrative or performance based video, the locations chosen, synathesia references for our music video and lastly the Mise en scene.• Example changed the way u kissed me• Madonna
Intextuality references for Research and Planning• Our group referred to many forms of intextual references from the technology of You tube. Firstly, we watched Madonna’s music called Frozen in class and as a group we engaged to complement use the synathesia theory whereby , we heard the frozen soundtrack and we would write down the visuals that we came up with. By developing are synathesia skills, it helped are confidence ilistening to the song I feel love in order to develop visulas which would later be used in our pre storyboard.• Example - Changed the way you kissed me video was used for intexual research into the black and white effect. • Katy Perry – California gurls video was researched for the use of watching the lip synching quality.
Advanced Portfolio Challenges• One convention our group gathered from our research and planning for our advanced portfolio is that we could challenge real media products by creating better lip syncing. From research we found out that the minority of music videos implement bad lip syncing and as a group we felt we could challenge other real media products by making our lip syncing more effective and accurate in order to create a perfect media product.• Our groups advanced portfolio had consisted of a variety of locations which were unique and different which challenges existing real media products which have minimal locations and are quite dull.
• The choice of song is one which is catchy, unique and repetitive within the soundtrack and the lyrics. Our Advanced portfolio had created and developed a much more exciting video as an end media product. Real media products are a success down to the success of the lyrics and the soundtrack.• As a group we felt we had matched existing real media products and entail had challenged a minority of major label music products in comparison to our music product in which we felt our group achieved and created a very successful music video, even through our group’s lack of funding.• In addition, our Advanced media product could be said in challenging existing real media products when it comes to the lighting of our music video. Our Advanced portfolio had implemented a use of lighting which was not just colour but also consisted of black and white filming.• This to a large extent may have challenged real media products as they only do one or the other. Additionally, our group also implemented a use of variety of camera angles and shots which had been developed over both portfolios which created more emphasis upon our media products. This challenges existing real media products to sum degree as some real media products dont implement a variety of camerawork.