The document discusses the evaluation of a media product, focusing on how it uses, develops, or challenges forms and conventions found in real media products, particularly in the indie/folk genre. It highlights the relatable narrative, authentic portrayal of the artist Joss Logan, and challenges traditional star images by embracing imperfections like acne and braces. Comparisons are made with music videos from other artists and reference theories on media representation, emphasizing a desire for raw, unedited authenticity.

1. A2 Evaluation Question
Elan Crocker

2. In what ways does your media product
use, develop or challenge forms and
conventions of real media products?
• Real media products = examples in the real
world, other music video of indie/folk

3. Use
• Showing Joss singing, playing guitar
• Narrative that is relatable to target audience
• Camera shots and edits
• TODOROV
• Clip of Passenger music video ‘Scare Away the Dark’
• https://www.youtube.com/watch?v=cWKTFuAFcOY
• Da Biebs: https://www.youtube.com/watch?v=LXUSaVw3Mvk
• Conforming to indie/folk genre
• Compare what I'm talking about

4. Editing
• Add screen shots comparing shots we’ve used
compared to other music video artists such as
in Passengers ‘Scare away the dark’ and Ed
Sheerans ‘Drunk Again’

5. Joss Logan

6. Develop
• Taking ‘challenging’ one step further – anti-star theory
• Joss has acne and wears braces as well as casual style of clothing
and always with guitar, we didn’t try and hide blemishes in
photoshop/post-production
• Compare to Cyndie Crawford un-edited photo that was leaked
• She hasn’t complained about it because it’s REAL
• Keira Knightly also similar
• Also include Justin Bieber Calvin Klein criticism and how people
these days want to see the real version of people and not edited.
• Ed S: https://www.youtube.com/watch?v=FOjdXSrtUxA
• Small bup: https://www.youtube.com/watch?v=A_af256mnTE

7. Challenge
• Contrasting Richard Dyer ‘Star Theory’ by
showing Joss with braces and acne
• Justin Bieber – manufactures image – already a
superstar, contorts to Dyers ideas of unachievable
stardom
• Artists such as Ed Sheeran have come out to
challenge that – as has Joss (boy next door
attitude)
• Show images of Bieber then and now – Calvin
Klein

8. • Other ways we challenge the conventions of the genre
is through the narrative
• Firstly, it is uncommon to have the artist singing in the
music video
• Also, we have faster shots and they are not very
abstract
• Compare to Bon Iver and Sigur Ros
• Sig:
https://www.youtube.com/watch?v=4L_DQKCDgeM
• Bon:
https://www.youtube.com/watch?v=TWcyIpul8OE

11. To have on pages:
• Camera shots comparing Bieber – Passenger –
Joss – Sheeran with music videos
• Images of Joss – Bieber – Sheeran
• Bon Iver and Sigur Ros videos
• Joss Logan – Just Imagine album cover
• Photoshoot