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Evaluation Task 1
In what ways do your products use, develop or
challenge forms and conventions of real media
products?
• To be able to analyse the codes and conventions we used in our
  music video, we need to understand the theory:
• The method of studying signs is semiotics (used to read signs in
  visual images offering connotations and dentations to the
  audience); shared understanding by the audience controls the
  reading of the signs
• McMahon and Quinn identify three types of codes
- Technical codes – camera angles, sound, lighting etc.
- Symbolic codes – clothing, colour, body language, setting
- Written codes – headlines, font, style, graphic design etc.
* If codes are the language, when shared they become a convention
(unwritten rules that we accept; they are natural for the reader, they
can be used, supported or subverted

    Codes and Conventions
• I will base my analysis on the forms and conventions identifies by
  Goodwin and Archer (Media Magazine 8)
• Steve Archer – the relationship between narrative and performance
• Andrew Goodwin in his book “Dancing In The Dark” on the rise of
  MTV (1992) identifies key features of a music video, such as:
- Relationship between the lyrics and the visuals
- Relationship between the music and the visuals
- Own music video style and iconography
- Close-ups
- Star iconography
- Voyeurism
- Intertextual references
Andrew Goodwin and Steve Archer
• In his book “Producing Pop” Keith Negus lists 11
  Common Generic Conventions of Popular Music Promo
  Videos, such as:
- The featuring of the artist (almost without exception)
- A wide and extensive shot types, camera angles and
  movements
- Use of special effects
- Unashamed promotion of the artist’s “image” as a
  specific product with a brand identity
- Shots cut tightly to the beat of the track


Keith Negus

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Evaluation 1

  • 1. Evaluation Task 1 In what ways do your products use, develop or challenge forms and conventions of real media products?
  • 2. • To be able to analyse the codes and conventions we used in our music video, we need to understand the theory: • The method of studying signs is semiotics (used to read signs in visual images offering connotations and dentations to the audience); shared understanding by the audience controls the reading of the signs • McMahon and Quinn identify three types of codes - Technical codes – camera angles, sound, lighting etc. - Symbolic codes – clothing, colour, body language, setting - Written codes – headlines, font, style, graphic design etc. * If codes are the language, when shared they become a convention (unwritten rules that we accept; they are natural for the reader, they can be used, supported or subverted Codes and Conventions
  • 3. • I will base my analysis on the forms and conventions identifies by Goodwin and Archer (Media Magazine 8) • Steve Archer – the relationship between narrative and performance • Andrew Goodwin in his book “Dancing In The Dark” on the rise of MTV (1992) identifies key features of a music video, such as: - Relationship between the lyrics and the visuals - Relationship between the music and the visuals - Own music video style and iconography - Close-ups - Star iconography - Voyeurism - Intertextual references Andrew Goodwin and Steve Archer
  • 4. • In his book “Producing Pop” Keith Negus lists 11 Common Generic Conventions of Popular Music Promo Videos, such as: - The featuring of the artist (almost without exception) - A wide and extensive shot types, camera angles and movements - Use of special effects - Unashamed promotion of the artist’s “image” as a specific product with a brand identity - Shots cut tightly to the beat of the track Keith Negus