The media product uses and develops conventions of real Pop/House music videos. Research like asking people what they envisioned for the video aligned with genres conventions of parties and DJs. The video features these elements to attract its young target audience and interpellate viewers by adhering to the genre's expectations rather than challenging norms. It also employs techniques like the male gaze to further engage the audience.

1. In which ways does your media
product use, develop or challenge
forms and conventions of real media
products?

2. Synaesthesia
• When we first considered featuring the track ‘Titanium’ in our video, we considered its genre of
Pop/House music when deciding what we would include in the video.
• We were aware that the Pop/House music videos often
conform to the conventions of the genre, which can by seen in
videos such as Usher’s ‘DJ Got Us Fallin’ in Love’.
• There was a general consensus that we imagined our video to
feature a party, flashing lights and a DJ.
• The method of synaesthesia was also used in our audience
research, as we played the song to people without any visuals, and
asked them to right down what they believed the video for the song
would/should look like and feature. There was a rather overall view
from this that people envisaged a video which abides by the
conventions of the genre, with a lot of young people at a party with
a DJ.

3. Preferred Reading
• My preferred reading for my music video is for viewers
to see the video as a conventional mainstream
Pop/House music video.
• Fun and light hearted
• I would like the viewer to be excited by the video, and
to want to be at the party
• The performer is presented in a certsin way so that the
male viewers would be attracted to her, the same way
they would be attracted to Beyonce or Rihanna in one
of their music videos. This adheres to Laura Mulvey’s
theory of the Male Gaze

4. Semiotics
• My video is iconic of its genre. It has clear icons that
are related with House music such as a DJ and people
dancing.
• This relates to Roland Barthes theory of connotations
using semiotics. Images shown in the video of dark
bottles and cans carry a denotation that they contain
alcoholic drinks. The connotations of these bottles is
that the people drinking them will be inebriated, which
is something that fits in with a party video and relates
to the House genre. However, Barthes states that this
connotation may be a youth ideal that contrasts from
the reality that alcohol can be unhealthy and have a
negative externality on society.

5. Interpellating the audience
• To interpellate is to identify with a particular idea
or identity.
• We interpellated our audience by conforming to
the conventions of the genre
• This is due to the fact that our target audience is
young people, who typically like to have fun and
party, therefore they are able to identify with the
conventions of the House music genre
• This genre is also one that does not frequently
challenge the audience, therefore we decided not
to do so in our video.

6. The Male Gaze
• The Male Gaze is a theory developed by Laura Mulvey, who claims that “the
fascinationof film is reinforced by pre-existing patterns of fascination already at
work within theindividual subject and the social formations that have moulded
him”
• This means that if the viewer is fascinated by the subject (performer) of the
video, their fascination in the video itself would be reinforced. E.g. Rihanna’s video
for ‘Stay’ shows her sat seductively in a bath tub in order to attract the male
audience
•My video also attracts the Male Gaze in
shots that show the contours of the
performer’s body

7. Intertextuality
• The conformity of my video to the
conventions of the genre are clear in its
imitation of a number of Pop/House music
videos such as Usher’s ‘DJ Got Us Fallin’ in
Love’, as previously mentioned.

8. Narrative
• There is no real narrative in my music video as
there is no storyline
• The lyrics are irrelevant to the video
• The lack of coherent structure is due to the
transition from the studio location to an
entirely different environment in the party
scene

9. Casting, location and mise-en-scene
• The performer was chosen purposely
as someone that would fit in with the
genre and style of video, as seen in
Swedish House Mafia’s video for ‘One’
• The ‘One’ video features a short clip of a girl’s silhouette in
a white studio, similar to the location in my video. My product
was filmed in this type of location which is evidence of its
conformity to the conventions and styles of the genre

10. Target Audience
• Our target audience for our video is young
people roughly aged between 13-21, as these
are the types of ages that enjoy partying and
exciting music
• It is likely that a major label would promote
the artist that I have created due to its target
audience, as it fits into mainstream music

11. Research Methods
• I used a number of research methods to
receive information from the potential viewer
in order to create the ideal music video for its
intended audience. This included synaesthesia
(asking people to listen to the song and say
what they would expect from the video and
creating a survey using Survey Monkey and
posting it on Facebook and Twitter

12. Research methods
• These are some of the results from playing
people the song and asking what they expect
from the video
•It is clear from this that people
expected similar things from this
video that adhere to the
conventions of the genre

13. Evaluating our research methods
• The methods of research that we used to help
plan our music video however, did not give us
any results that would really challenge the
conventions of a Pop/House music video –
therefore we did not think of anything new or
interesting that we could include as we were
simply trying to pertain to the viewers
interests

14. Research
• When researching for my digipak, I stumbled upon some ideas that I found
interesting in regard to the structure of the actual digipak case, however I
did not find anything that inspired me to create an actual image for the
front cover
• I often use Kanye West for inspiration due to his inventiveness and
originality, so I took inspiration from his ‘Good Life’ music video. In this
video, the animated lyrics can be seen coming directly out of his mouth, as
though the visuals are paired with the words that he raps.
• I then created a similar image for my digipak front cover, the artist
‘speaking’ the title of the song

15. Influence From Artist Websites
• I took great influence from many artist
websites, and merged their concepts into one on
my Website page.
• Here are some of the things that influenced me
and how I used them on my website:
o Rihanna’s twitter tab  I created a page dedicated to my
artists Twitter and other social media
o Kanye West’s simple video page  I made a page on the
website titled “Video”, the contains only my music video and
the name of the artist and title of the song
o The Arctic Monkey’s gigs page  I replicated a page on the
Arctic Monkeys website that displays all of their upcoming
tour dates