The document provides an evaluation of a media group's music video project. The group chose the hybrid genre of alternative/indie as it appeals to their target demographic of teenage girls aged 16-20. They selected Lana Del Rey's song "Young and Beautiful" to use. Group members analyzed existing artists in the genre to understand conventions like conceptual styles and editing techniques that provide an antique feel. The music video incorporates many typical genre codes and conventions such as an attractive female protagonist and fast-paced editing. However, it breaks conventions by promoting a positive feminist message through the natural, minimal makeup look of the female artist and close-up shots focused on her music rather than her image. This challenges expectations within

1. EmilyJohnson
MediaStudies
Evaluation
Question1- In what ways your media product use does,developor challenge formsand
conventionsreal mediaproducts?
First, as a group we established the genre by mind mapping a variety of genres and what is most
current.We came to the conclusionthatthe hybridgenre of alternative/indiewasmostsuitedtoour
primary demographics of teenage females between the ages of 16-20. We felt this was an
appropriate genre and it appeals to more of a niche target audience, therefore we could make the
overall presentation of the final music video more artistic.
As a groupwe suggestsome artiststhat are well knownwithinthis genre to identify what song and
what sort of style we would use. We came to the conclusion that Lana Del Rey would be an
appropriate artist to use as she already has a a large fan base. We chose one of her most famous
songnamed Young and Beautiful. To gaina deeperunderstandingof the lyricsandthe true meaning
of the songwe deconstructedit.Thishelp to generate ideas of what we could include in the video.
For inspiration on what we would include we individually carried out product research on existing
artists from the indie/ alternative genre. For example I analysed a variety of different advertising
aspect, for example: digdipak, advertisements that appear in music magazines and also music
videos.Thishelped me gain a better understanding of the expected codes and conventions of this
genre and what elements I should incorporate in my own work. I recognised that there was a
generic style of a conceptual nature consistently used.
Overall we usedmanycodesandconventionsthatare typical forthe genre inorderfor the audience
to fullyunderstandthe narrative.We usedaVarityof editingtechniquestocreate avintage feel. For
example inthe editingprocesswe addedagrannyeffectasit introducesan antique feel which adds
to the narrative. Additionally the protagonist character was an attractive female. This is a typical
convention as that is expected from the genre as the audience are encourage to relate to her. The
editing of the music video is at a fast pace and the fact that we used mobile phone footage. This
could be considered as technological convergence. This is a generic theme that is frequently
presented in the indie genre.
Howeverwe didbreakthe typical conventionsaswe promotedapositive image for target audience
to aspire to. The artists were an attractive female that had a natural image as she has minimalistic
make up.This ishighlightsfeminisminapositive waytypically femalesartiststake intoconsideration
there image.Thishasa major influenceonthe target audience and how they are decode the media
text. As we have consistency shots of a close up of the artist, this indicates how she is more
concerned about her music than her image. A typical convention would be for the artist to be
dressedinseductive clothingand afull lengthimage of their body. We felt this was not appropriate
as we wanted we felt it was not appropriate for the target audience.