The document discusses conventions used in the student's media product and ancillary texts. The student researched conventions of the indie/alternative genre to plan their music video that fits the genre while being original. Their video uses many conventions like narrative, dark clothing, emotion, black and white, and slow motion. Tables show conventions used/not used in the student's video and promotional materials. Screenshots provide examples of how conventions like location, costume, shot types and editing effects were applied. The digipak and poster also apply conventions like consistent artwork, release information, and barcodes to make the promotional package realistic and cohesive within the genre.

1. In What Ways Does Your Media
Product Use, Develop Or Challenge
Forms And Conventions Of Real
Media Products?
Evaluation Question 1

2. • Before I started to edit my music video and ancillary
texts I researched into my chosen genre to find out what
the conventions and common features were. This
enabled me to then to plan what I wanted my music
video theme to be as I wanted to make it fit with the
genre but also the lyrics of my chosen song.
• The song that I chose was Cold by Rae Morris featuring
Fryars. The song is in the indie/alternative genre and is
about a broken relationship. However after researching
into existing music videos in this genre I found that often
songs in this genre are interpreted differently. Therefore
I wanted to think of many narratives that I could choose
from.
• It was important to me that my promotional package
links well with my chosen genre, however I wanted it to
be original and unique and not do something really
generic.

3. Convention Used Not Used
Narrative Yes
Dark Clothing Yes
Use of Emotion Yes
Black and White Yes
Varied Moving Shot
Types
No
Slow Motion Yes
Lip Syncing Yes
Use of performance
(e.g
dance/instrument)
No
Mid Shots Yes
Close ups Yes
Varied Locations Yes
Slow Beat Yes
Longer Edits Yes
Music Video:
Here I have created a table
that shows some of the
conventions of the
indie/alternative genre
and whether I have
applied them to my own
music video. This table
gives me a clear indication
of how I have conformed
to many conventions of
the genre. Therefore I
think that because my
product has used these
conventions my product
reflects my genre well.
General Conventions

4. Conventions In Existing Products
Significant
objects/surroundings
Lip Syncing
Outside Locations
Black & White
Close Up
Performance (e.g
instrument)

5. Mise-En-Scene Conventions
Conventions Used/Not Used Example
Dark clothing Yes I decided on costume before
filming as I wanted it to link with
the genre. I chose dark colours to
reflect the theme and mood of
the video.
Significant objects/surroundings Yes In my music video I used old
photographs to symbolise the
characters past and to add to the
narrative.
Outside Locations Yes I found when researching
existing products that outside
locations were often used in
music videos from my genre. I
found that rural locations were
most popular so I filmed some
scenes of my videos at locations
such as the local river and a
country lane.
Performance (instruments) No N/A

6. Conventions In Use
This photo shows the costume that was used in
the outside scenes. I decided before filming that
I wanted to keep the colours dark so to reflect
the mood of the video. I asked my actress to
bring any clothes she own that fit in with what I
described and we put together this outfit.
The screen shot above shows the costume I
put together for the inside shots. Again
keeping with the dark colour theme to link
with my genre.

7. Conventions In Use
These screen grabs show some of the outside
locations I used in my music video. I found that
natural and rural locations were often used in videos
of the indie genre. Therefore I followed this
convention in my own product. However I chose
these specific locations because the theme of my
video is loneliness and I wanted to film in isolated
locations to reflect this theme.
This screen grab shows the characters bedroom,
this is the other location in my video that helps
to create the narrative.

8. Conventions In Use
The props that I used in my video added
to the narrative. To create the theme of
loneliness I carved out people in the
photo’s to leave the actress by herself. I
felt that this was effective technique as
it showcased my theme and allowed the
audience to interpret what they absence
of the other people meant. When
researching the genre I found that
symbols or objects (that are often
props) are used to link with the
narrative. I give the audience some
history about my character and I did
this through the use of my props.

9. Cinematography Conventions
Convention Used/Not used Example
Close-Ups Yes Close-up shots are a conventional
feature of indie/alternative music
videos. These shots can really portray
the emotions of the characters in the
video and this often helps to portray the
narrative in the video. I tried to recreate
this technique in my video.
Wide angle (establishing shot) Yes I used wide angle shots in some of my
outside locations to showcase the
surroundings that linked with the
theme of loneliness in my video.
Mid Shot Yes I used quite a lot of mid shots in my
video, they help to show the character
and her actions while still being close
enough to see her facial expressions.
Pan/Tilt Yes I used to moving shots to give my video
some diversity as I didn’t want it to be
completely stationary.
POV No

10. Conventions In Use
These screen grabs show some of
the different shot types that I used
in my video. A range of shot types
are a convention of music videos in
general as they create diversity
and make the video more
interesting for the viewer. I tried to
use a range of shot types in my
video to make my product look
more realistic. A variety of shot
types can show different
perspectives of the narrative and
this variety makes the video more
interesting to watch.

11. Editing Conventions
Conventions Used/Not Used Example
Black and White Yes When researching into my genre I found
that using filters, especially black and white
on the footage was common. I used the
black and white effect throughout my video
to also link to the more negative theme. I
didn’t want use bright colours in my video
as I felt they connote moods that did not
link with my theme.
Varied Transitions/Layering No
Effects Yes Some of the effects that I used in my video
are the reversal effect and cross dissolve.
The position of these within the video was
important as it added to my narrative.
Slow Motion Yes Slow motion was also a feature that I found
was common within existing products in my
genre. I used slow motion within my video
to prolong actions. My theme was loneliness
so by using the slow motion effect I wanted
to create the sense of time moving slower
and the characters emotions being
exaggerated.

12. Conventions In Use
Here is a screen grab from my music video. This demonstrates an editing convention
of the indie genre. I put the clip into black and white as I found that using this
technique was a common feature in this genre. I used Final Cut Pro to edit my video
and here you can see how I added the effect to the clip

13. Conventions In Use
(It’s hard to screen grab moving effects
but I have tried to get the shot that
shows the shift between)
The cross dissolve of the picture in
the photo album linked to the
narrative as I wanted to show a
change within the character. Once she
accepts the roses as a symbol of hope
the people in the picture begin to re-
appear. This was important to show
the change.
The reversal of the roses was also
important as it symbolises that she
was accepting the roses, not
discarding them anymore.

14. Ancillary Text Conventions
Album
cover.
Artists website links.
Artist style/logo.
Album
cover.
Date for release.
Album Name
Album Name

15. Album
cover
Album name.
Artist
style/logo.
Star rating.
Release date.
Artist links.

16. Conventions In Use
I followed many conventions of promotional
posters when creating my own poster. These have
helped me to create a realistic looking product
that fits into my chosen genre well. To create
continuity in my promotional package I used my
album cover on the poster. I found that this was a
conventional feature in existing products. By
using this technique the audience can identify a
certain style with an artist. Other features I used
are informative to the viewer. For example
information about the release and reception of
the product is used as a persuasive technique
which makes my product more realistic. The star
rating tells the viewer how the product has been
rated by experts and a good rating makes the
product more desirable. The ‘out now’ release
information lets the viewer know that it is
available to buy. The ‘available on iTunes’ badge
on the poster shows the viewer instantly where
the product is available for purchase. I think that
by using all of these conventions help to create a
realistic product that successfully promotes my
music package.

17. Conventions In Use
Artist name.
Picture of artist.
Album name.
Dark colours.

18. Conventions In Use
To link with my
chosen genre and
music video I
decided to make my
digipak cover black
and white as this is a
convention of the
genre. However I
wanted to add some
colour so I chose
various muted
shades of pink and
concentrated these
in particular areas. I
think this colour
combination works
effectively.
The picture of the artist on an album cover is a conventional feature in most genres. I have
included a repeated image to create a unique design. The audience is able to identify with
the performer in the music video and the image on the digipak front cover.
The artist’s name
and album name has
a unique style that
is also on the
promotional poster.
This creates
continuity which is
an important
feature in a
promotional
package. The style is
something that is
consistent
throughout all the
products.

19. Conventions In Use
Barcode.
Record
label.
Album tracks.
Album info.
Continued
colour
scheme.

20. Conventions In Use
Roses were a key
part of my video
and I transferred
this into my
ancillary texts.
However to add
change I chose to
just include petals
on the back cover. I
think this is really
effective as a
theme is still
created without
using repeated
images. To add
interest I also
changed the colour
and opacity of
some of the petals
too. Similar to the
roses on the front
cover.
The album
production
information is a
convention within
a digi-pak as it
shows who was
involved in making
the album and
where copyrights
lie. The record
label badge is also
important as
recognition is
given to the
production of the
album.
The barcode signifies that the album is available for physical sale as it
is a device for sales tracking. It is a conventional feature as it is
important for companies to know how well a product is selling.