The document discusses how the student's music video product both uses and challenges conventions of real music video genres. It incorporates common elements of pop music videos like dance routines, close-ups, and fast-paced editing to attract the target audience. However, it also shows the artists in more realistic, everyday settings to develop the genre by providing a more relatable representation and reflecting social changes in audiences preferring authenticity over overly glamorized portrayals. The music video aims to both engage conventions to relate to the genre while updating the format with a storyline and realistic elements to better connect with the target young female viewers.

1. Chloe Fox
A2 MEDIA PORTFOLIO EVALUATION

2. IN WHAT WAYS DOES YOUR MEDIA
PRODUCT USE, DEVELOP OR CHALLENGE
FORMS AND CONVENTIONS OF REAL
MEDIA PRODUCTS?

3. Steve Neale came up with the theory
that ‘Genres are instances or repetition
and difference’. The explains that
products of the same genre obviously
share similarities, but also have
differences to ensure the target
audience does not get bored. My music
video uses this theory in that it has
obvious parts that are similar to those
of another ‘pop’ music video, being the
partying scenes, in which the artists are
dressed up glamorously and look
‘famous’.
MUSIC VIDEO
However, the difference is that my
music video shows another side to
the artists life, where they are at
home – looking less glamorised –
or at work, in an every day life like
the more average person would be.
This was to create a difference to
other music videos in this genre, as
well as to relate to the target
audience more appropriately.

4. In relation to this theory, David
Buckingham described genre as
something that reflects social change
and audience interpretation. In most
music videos, the artists are not seen to
be a true representation of their target
audience. It is assumed, through music
videos, that the artists themselves are
constantly looking glamorous and ‘done
up’ all day.
My music video reflects social change
as it shows that it is now seen as
acceptable and ‘normal’ to be natural
and comfortable with yourself, without
the audience (young girls) feeling like
they have to change their appearance to
be attractive or to be like their idols.
The audience can relate more to my
music video as it shows the ‘artists’ at
work, and getting ready themselves.

5. Andrew Goodwin's theory for media conventions is demonstrated throughout my music video. Goodwin
said that music videos demonstrate genre characteristics. This could be live performances for rock bands,
or in this case, dance routines for girl bands. My music video includes this characteristic, as does similar
music videos of the same genre, therefore using and developing the forms of real media products. Other
common conventions of ‘ pop’ music videos include close ups of the artists face, sexual representations
of women's appearances and bodies, and generally very girl and typically ‘cheesy’ aspects to the video. We
have used these characteristics in our own music video, to relate to our chosen genre of music, and our
target audience of young girls.
MUSIC VIDEO
We used the idea of a ‘photo
booth’ in part of our music
video as it is a typically ‘girly’
thing to do. It also connotes
the cheesy characteristic of
the pop genre, therefore is an
effective way or us to use
general conventions of real
media products.

6. The main characteristic of a pop music video is the dance routines performed by he artists. We used
this feature in our video to ensure we would attract the same target audience as other music videos
with dance routines (as seen in example). However, from the pre-production research I carried out, it
was clear that my target audience preferred to see more storylines in the videos they watched. So, to
develop the existing characteristic of dance routines, we added a storyline (when they’re getting ready
separately) to appeal more to the audience. Storylines are also a common characteristic of the pop
genre, so I think this worked well.

7. A common convention of the ‘pop’ genre, in music videos, is the fast
pace editing. In a lot of similar music videos to mine, there is a lot of
fast pace editing and cutting between short clips. This is to create
excitement and to up the tempo to fit with the fast beat of the song. It
can also make the audience feel like they are involved in the ‘party’
going on in the video. Our music video follows this convention as it
cuts between different clips quickly, and also has clips that have been
speeded up to fit with the idea that the artists are at a party/club scene.