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EVALUATION QUESTION ONE
- 1. IN WHAT WAYSDOES YOUR MEDIA PRODUCT USE, DEVELOP OR CHALLENGE THE FORMS AND CONVENSIONS OF REAL MEDIA PRODUCTS?
- 2. RECONSIDERING In order tolook back and see what forms and conventions I developed, challenged or used, I first must reconsider the conventions and forms of the soul genre. Using research from Andrew Goodwin’s theory, this helped influence various decisions prior to the production process. To the left, is my initial research on Goodwin’s theory. Analysing my product closer, there are many elements of my product which clearly support this theory. Conducting this research also made me a lot more aware of what should be considered before the production of a successful music video, how it will
- 3. Below is theresearch I conducted into the different music genres. Doing this research helped me not only develop my knowledge and understanding of the conventions of different genres but it also helped me to identify the more obscure and unusual conventions. Analysing these real media texts from different artists throughout different genres gave me some rough ideas of what genre I wanted to focus my own product on. I also learnt how conventions from my own research and theorists research could be applied and how they are used to fit the artists personal style and needs. All the artists I had researched followed the same conventions however just in different manners. This really helped me in understanding how I, myself, can conform or challenge these conventions through my own product.
- 4. EXAMPLES OF CONVENTIONSUSED AND CHALLENGED IN ‘MAGIC’ BY COLDPLAY EXAMPLES OF CONVENTIONS USED EXAMPLES OF CONVENTIONS CHALLENGED • Close ups – there are frequent close ups of the lead singer, Chris, throughout the music video • Lighting and colour palette – the tone and colours of the music video are well fitted to the song and genre of music as the music video is in black and white throughout • Link between the lyrics and visuals – the main link between the music video and the song is the theme of magic, as this is what the music video is based upon and it is the title of the song. • Performance element – there is no real performance element of Coldplay as the majority of the music video follows a narrative • Intertextual reference – Although the music video has been compared to the 2006 film ‘The Prestige’ there are no clear intertextual reference.
- 5. EXAMPLES OF CONVENTIONSUSED AND CHALLENGED IN MY PRODUCT EXAMPLES OF CONVENTIONS USED EXAMPLES OF CONVENTIONS CHALLENGED • Close ups – there are frequent close ups of the main actress • Lighting and colour palette – the tone and colours of the music video are well fitted to the song and genre of music as the music video is in black and white throughout • Intertextual reference – there is an intertextual reference throughout my music video of prostitution and destruction • Performance element – there is a performance element used in my music video • Voyeuristic treatment of the female body – because my narrative is based upon prostitution, there is several parts of my product with the female body being shown in a voyeuristic way • Link between the lyrics and visuals – there is no clear link between the lyrics and visuals
- 6. CONVENTIONS I USED Mise-en-scene:The mise-en-scene I’ve used throughout my music video has been props such as make-up, different types of clothing – really personal and female possessions. By doing this, I believe I have then made a link between the artist and the music video as the artist is always seen in very heavy make-up and glamourous clothing. The main outfits which I have used in my product have been a fur coat, which I have used throughout the scenes where the main character is being sexualised, and an all white outfit, which has been used during the performance element to give subtle hints of pureness and innocence. Narrative: Narrative is another key convention of a music video, therefore I have included a storyline element to my product. My music video is based upon a girl who got into prostitution after the death of her mother and is reflecting from heaven. Colouring: I have stuck with a very stereotypical convention of a soul music video by changing the colours to black and white. I feel this gives my product more depth and mirrors the overall tones and moods more than if it was bright colours throughout – it is also better suited to be black and white as the artist, Adele, commonly does a high majority of her music videos in black and white. Voyeuristic treatment of the female body: I have used this convention as my product is based upon the life of a prostitute before her death, therefore I had to use props such as clothing to help emphasise and demonstrate this.
- 7. CONVENTIONS I CHALLENGED Linkbetween the visuals, music and lyrics: I decided to challenge this convention as I feel the narrative of my product had enough depth and meaning and I wanted to show skill in a different area of form rather than stick to every convention. Also, in most of the artist, Adele’s music videos normally have no clear link between the lyrics, music and/or visuals. Reflecting existing trends: My product does not mirror any of the existing trends, such as fashion. I consciously chose not to do this as I feel my music video does not need to focus on such things, instead I focused more on the cinematography and colouring elements, this will create a lot more meaning rather than conforming to world trends.
- 8. CONVENTIONS I DEVELOPED Performanceelement: Rather than to show footage of Adele singing, I decided to use my main female actor, which is featured in my product, to perform. This will give the audience some recognition and help them follow the narrative more than to keep switching from Adele back to my complex narrative. Close-ups: Although I have stuck to using the convention of ‘close-ups’ in my product, I have developed this further and used close-up camera shots of more intimate objects which will start to develop the meaning further. I have used close-ups of objects such as mobile phones, make-up etc..
- 9. CONVENTIONS OF ANCILLARY PRODUCTS EXAMPLESOF CONVENTIONS USED IN DIGI-PAKS EXAMPLES OF CONVENTIONS USED ADVERTISTMENTS • Main images – These are the main promoters of the pack, and link to production, they must be eye- catching, bold, relevant to the product and contain critical information such as the name of the artist/album, name of the featured songs, music label and bar codes. • Relevance to the genre – The music product must be representative of the genre so audiences will be able to identify and label • Reviews – Reviews will make the product look more in demand, and this may hopefully influence audiences to buy the album wo are fans of the magazine. • Colour scheme – the colour scheme used conventionally reflects the mood of the album and artist. • Information – track list, artist, titles, basic background information, acknowledgements. • Images – There are always images of the artist on the advertisements, this means that the audience will be able to make connections. Again through being eye-catching and bold, the audience will remember it and will usually create a good impression for the album. • Information – advertisements always include relevant information (such as release date, title, name of the artist, reviews) • Social media – from the rise of social media in the succession of media products, it is now a convention that the social media logos, badges will appear on the advertisement. This may perhaps include Twitter (hashtags), Facebook pages. • Text – the text used is very important. It needs to be carefully selected, using adjectives such as ‘outstanding’ to attract the most attention from the audience, who may be unaware of the artist and/or their album release.
- 10. CONVENTIONS I USEDAND CHALLENGED IN MY ANCILLARY PRODUCTS EXAMPLES OF CONVENTIONS USED EXAMPLES OF CONVENTIONS CHALLENGED • Main images – In my magazine advertisement, I used a bold, taken from my music video, of my main female actor, Scarlett. • Relevance of the genre – By using a large and bold black and white image of just Scarlett’s face, it may be clear to the audience who the artist is as Adele’s album covers and magazine adverts are always solely of her face as the main feature. • Colour scheme – I have used a black and white colour scheme as it is reflective of the artist and fits well with the genre of the song. • Social media – On my magazine advert I have included a QR code, when scanned with a smart phone, this will direct the member of the audience to the music video on YouTube where they can watch and listen to my product. • Reviews – I have not included reviews in my magazine advert or my Digi-Pak as I wanted to keep them both as minimal as possible. • Information –Although I have used information about the release date and the featured songs, I have not included such things as reviews, websites, information on the artist etc..
- 11. CONVENTIONS I USED Mainimages: I decided to use a bold main image for both my magazine advertisement and my Digi-Pak as it immediately catches the audience members attention and will hopefully draw them in. The framing of my magazine advert and Digi-Pak means that the main feature of them both is the actress’ face. Relevance to the genre: My product is relevant to the soul/soft rock/indie genre because of the images which I have used are all in black and white colouring and are very meaningful and sensitive. Colour: I conform to the use of colour to represent the emotions/themes of the album. This is shown through the use of a black and white colour scheme for my digipak wallet and advertisement.
- 12. CONVENTIONS I DEVELOPED Reviews:I did not use any reviews in either of my magazine advert or Digi-Pak as I didn’t want to overfill it and make it look crowded. I kept it simple, effective and professional by just using the artists name, album name and release date. However I have used a star rating on my digi-pak to attract more attention. Social Media: I have not included much social media advertising on either of my products, however I have used a working QR code which will direct any smart phone users to the YouTube website where they can successfully watch my product.