2. Its important to reflect on my research
of existing media texts and the
conventions used to convey meaning.
During the research stage, I learnt
about key conventions within Alex
Goodwin's genre theory; the six
conventions that included relationship
between lyrics and visuals,
representation of the artist, voyeuristic
treatment of women and more shown
on this post to the left.
Narrative theory's were equally
vital to the research process. Both
theory's by Propp and Todorov
outlined the fundamental narrative
structures of most music videos and
helped me distinguish what
conventions I could include in my
own.
3. Applying genre theory was very valuable in
relation to creating my product. I recognised its
use in three different genres and its
predominant use in pop music. In addition,
analysing a variety of genres was beneficial to
understand how other genres display genre
theory. Because pop music has a younger
demographic, I recognised some conventions of
genre theory helps symbolise youth and cater to
audiences.
Applying Propps theory was very beneficial to
the research. I uncovered not all characters are
used in Props theory and some don’t need to be
included. Whereas with Todorov, I understood
most music videos I analysed had a narrative
structure based on his theory.
4. Our music video did contain some elements of intertextual reference. In the beginning
scenes, both characters are seen using their phone and playing music through earphones. I
feel this tapped into youth culture and the common stereotype of young people on their
phones, which consequently applies for a pop audience who are predominantly younger. In
addition, the Apple branded iPhones are easily recognizable and therefore, its common for
an audience to understand the device. Finally, I am pleased we used an intertextual device
due to its purpose of introducing the song as the characters press play; personally I feel this
creates a profound effect that suggests to an audience, fundamentally, anyone can use
music to help achieve their dream.
It could be argued our video did not demonstrate primarily pop genre characteristics due to
no voyeurism of women and other common conventions it lacked. On the other hand, we
had to cater for a pop and rock audience due to the Script’s sub genre band; therefore we
did demonstrate conventions of the genres that fit for both audiences. The video contained
two young people that related to the pop genre, but they didn’t just dance and sing in a full
instrumental based video, which would be too fitting for just the pop genre. To fit the rock
genre conventions, the videos main themes were based on struggle and the power to
succeed, both of which can link to the rock and roll category. In addition, I feel the subtle
use of Mise En Scene, such as the plain but trendy clothing the band wore, helped us
demonstrate a little of both genres characteristics with it not being too outgoing and pop
centred but still contained cool imagery for rock audiences.
Both Apple IPhones.
The band wearing stylish clothing with
simple colours similar to the Script.
5. This was a very effective convention used in our product. By corresponding the
narrative with the beat in our song, it allowed us to heighten both excitement and
fear. The build up to the chorus was fast, intensifying a sense of dread and an
immense feeling of anticipation, matching the characters preparing for there big
challenge on screen. Then as the race and girl playing the guitar began, the final
chorus intensified exhilaration and a feeling of relief for the audience as the
characters begin. This convention is used in most genres, especially rock and pop,
and I'm glad it was included. However, we didn’t really link the lyrics with the
visuals. We felt this would trivialise the story and make it too easy for audiences to
understand. Although, it could be interpreted we used a subtle link with lyrics and
visuals because when the singer described “he” we included the clips of the male
protagonist and likewise for “she” and the female protagonist.
We tried to represent the band similarly to how the script are represented in there own music videos.
Therefore, not all shots had the artists in, like pop videos typically do, with only some shots dedicated to
the band while it switched with the narrative. But they were still represented in a positive fashion; some
examples like a band member jumping up and down linked to the rock genre conventions and helped
emphasise passion in the instrumental sequence. In addition, common placement for Script media shows
the singer closer to the camera. So as a result we did the same, our singing actor was placed further away
from the two other bandmates, with more close ups, due to his popularity with the target audience.
During the build up to
the chorus, there was a
literal build up on screen
with the characters
preparing for the
performance/race.
The chorus aligns with
the performance and
race, helping to
heighten a release of
nervousness.
The body language of the artists helped
connote rock culture with the “head
banging” action.
6. I think this theory is essential because audiences want to see the progression and quest for the
equilibrium. They like to see the characters winning, then restoring the happiness they once had,
and because this is such a basic theory, it applies to younger audiences that understand it; Our
product includes a developed version. I don’t think the equilibrium is needed to begin with as the
story is much more dramatic when it starts off with the disequilibrium because audiences
immediately feel a sense of unease and anticipation for what's to come. Therefore I feel going full
circle from equilibrium, to disequilibrium and then back to the equilibrium works in certain cases
but it suited our story to begin in disequilibrium. In our story, keeping the conventional theory,
would imply the protagonists had already achieved their aims in life, which they hadn’t, and we
felt it wasn’t needed. However, we still included the quest to restore the equilibrium and the
outcome of happiness which made the progressive journey, during the story, all the more
fulfilling to audiences.
I think different characters are useful to help show the stages of the story. For example, in
our product the man who hands out the invitation to the open mic night was our dispatcher,
giving the protagonist a quest and incentive. On the other hand, we didn’t include all of
Propp’s seven characters because some were unconnected or unrelated to the story. It
seemed forced adding characters for the sake of it when the story and narrative structure
made sense to the audience. In addition, we developed the princess character, labelling it as
an ambition or dream instead of an actual person. This allowed us to still keep the idea that
both characters were working for something but it didn’t have to be a literal being.
Disequilibrium
on the left.
Quest to restore
equilibrium on
the right.
Pictured on the left is our
dispatcher handing over the
protagonist a leaflet for an open
mic night.
The picture above shows the restored equilibrium and both
characters achieving their aims (the metaphorical princess).
7. This is the only convention we didn’t use or develop in our product. The voyeuristic features of women is very common in a variety of pop
music videos; but not The Script and this might be due to there rock/pop sub genre or morals on the presentation of women in the music
industry. Personally, I don’t like the demonstration of women in lots of existing music videos and I feel it attracts the male gaze through
Laura Mulveys theory. Fundamentally, it shows a degrading appearance that drives the social issue of inequality and for a music video
based on hard work and struggle, this portrayal didn’t fit the video. We wanted to represent the female protagonist as equal to the male
protagonist, so in order to show her in a respectful manner we chose casual clothes rather than revealing ones.
Our female protagonist, not portrayed in a
voyeuristic fashion.
Pop music videos often portray women
through the male gaze, using them to show the
males dominance and superiority .
8. Researching into the rule of thirds
theory helped me understand most
print formats share this common
convention due to its usefulness in
attracting audiences. It also showed me
where to include certain text and
images that would be seen first by an
audience.
The golden ratio research was not
required for the research process
and to help me understand the
placement of print media. But it
did outline to me popular photos
that use the golden ratio and as a
result are often more aesthetically
pleasing to an audience.
9. Analysing Script advert posters
helped me appreciate the placement
and particular colour schemes . I
understood they used quite plain
colour schemes with little text apart
from the important information.
I analysed existing script
digi-packs to determine the
styles and aesthetics. It was
useful to analyse their
simple designs often with
little colour similarly to the
poster adverts.
10. Its typical for most album covers and posters to have information. On the
album cover, it was our choice to include the parental advisory because The
Script have done so on many of their albums and don’t want to offend
certain audiences. In addition, it may be obvious, but the bands name “The
Script” is vital to include for audiences. Because The Script don’t typically
place themselves on album covers or are often hard to recognise on the
cover, like on our version, the classic Script logo is easily identifiable placed
across the top and will be the first thing audiences see in the line if sight. On
the back panel, small print states the record company, barcode and lists the
songs which is conventional to the genre and band.
We chose to include little text on the poster; we felt too much text would
distract audiences from the image and the urban/gritty background used to
symbolise hard work and labour. Simple text such as the scripts website and
the availability on media platforms lets audiences know where to find Script
songs and as it’s the last thing audiences see on the line of sight, its likely
audiences will go to the website or buy the songs on iTunes after seeing the
poster. This is very conventional on most album covers, letting audiences
know alternative ways to access The Scripts media. Finally, although the text
is white and seems out of place, compared with other script advert posters
its similar and used to stand out against a black background.
Text shown below
Both posters
show text in
white and
bold font to
stand out
11. Props were an important part of the album. We used a medal
on one of the inside panels for multiple reasons and effects. It
helped link to our music video, with it being the medal given to
the male protagonist, but also, it embodied hope, ambition and
the willingness or determination to succeed. All of these
themes are key to the music video and what the script stand
for, therefore, we felt it would fit if we used a prop to represent
these themes. Also, the note used on one of the inside panels
helps create a messy effect, like the script actually stuck on the
note. Its not unorthodox for the Script to express gratitude to
their fans, so we were no different, and choosing to add this as
a special touch audiences might appreciate.
The note used on
one of our album
panels
The medal used to
symbolise many of
the music videos
themes
12. The script don’t typically place themselves on album covers or advert posters, often choosing more abstract art as a cover
than looking into a lens. On the other hand, we developed this to fit a pop/rock audience that typically expect to see the
band on the cover. On the album cover we used a silhouette so the band are not recognisable without the name, but it still
fits the conventions of the genre. Also, we decided to include an image of the band from the location of the poster, on the
album cover. We felt this linked the two together and helped represent the background as gritty and urban.
The aesthetic for both products of the ancillary's were actually quite dull when compared to other existing medias. The
darker colour scheme and lighting don’t fit the pop genre; but the script use simple and plain aesthetics in their own
media print products. In addition, the dark lighting and colour applies for the rock genre due to dark colours relating to
the rock and roll genre. Therefore although we developed the graphic look of the digipack, it was due to the scripts own
style and trying to present that in a visually appealing manner.
Our album vs The Script’s.
Both have similar colour
schemes with blue and
black, not revealing the
characters on the front.
13. We chose not to challenge any conventions for the digipack. Me and my partner felt that digipack conventions
were vital to attract audiences in a visually attractive manner, even with the irrelevant small print that audiences
have come to expect. Unlike the music video, where certain conventions could be challenged and developed,
audiences know what to expect with print media and therefore we wanted to keep a similar format to the Script
and the pop/rock genre.
