This document discusses conventions and theories related to different media forms such as music videos, magazines, and digipaks. It examines how Laura Mulvey's concept of the male gaze is used in music videos, with women often represented in a way that objectifies them for the male viewer. The document also lists some artists like AlunaGeorge and Jessie J that provided inspiration, and discusses stylistic elements like strip bars that were used in a music video to emphasize the song, drawing from techniques in videos by Britney Spears and Rihanna.

1. EVALUATION QUESTION 1
In what ways does your media products use, develop or challenge forms
and conventions of real media products?

2. CONVENTIONS
• For all three : Music video, magazine, digipak
• Purpose?
• What do we expect from these?

3. THEORIES
• Laura Maulveys
• "In a world ordered by sexual imbalance, pleasure in looking has been split between
active/male and passive/female. The determining male gaze projects its fantasy
onto the female figure which is styled accordingly.“
• The concept of gaze is how the audience is views the people presented In this
concept of music videos it is thought of in three different ways: How men look at
women How women look at other women How women look at themselves
• Women in music videos are represented in certain ways to attract the males
attention, the women are dismembered literally for the 'gaze' of the males. They are
sensationalised and glammed up and are literally the eye candy, their body is
shown in different 'segments' to appeal mainly to the male viewers to draw them in.
Parts such as breasts, faces and thighs etc. are used and focused on.

4. INSPIRATION/INSPIRATION
• AlunaGeorge
• Jessie J
• MIA

5. STYLISTIC EDITS
Britney Spears uses strip bars within her music videos in a clever and unique way by
widening them as something big seems to happen within the song. We thought this
was a good idea but instead of a specific part we used it throughout the whole
music video to add an extra effect of emphasis throughout. This was also used with
Rihanna’s – Rehab both of these artist’s are from the same/similar genre as our artist
and we wanted to related back to them.

6. OTHER EFFECTS
Other effects which we used were blackouts and a blacked side fade
throughout, except for the part of where the locations are shown. The use of
this is to show off the artist/dancer/skaters in conjunction to the strip bars. Also,
the use of them goes back to the genre as Britney Spears uses them in her
music video I Wanna Go to show off her as an artist.