What forms and conventions do you use, challenge or develop in your media product?

1. IN WHATWAY DOESYOUR MEDIA
PRODUCT USE, CHALLENGE OR
DEVELOP CONVENTIONS OF REAL
MEDIA PRODUCTS.
EvaluationQuestion 1 – MadisonArnold

2. My Initial Decisions
I began by looking back at my initial research of music video conventions. I used prior research into Andrew
Goodwin to influence my pre-production choices for my product. I learnt that after conducting this research it
made me much more aware of what is needed before creating a music video. Including how it will appear to my
target audience and how they will respond to my product. As my chosen artist is a part of the ‘Indie/Alternative’
genre I chose to conduct my own research into that genre and identify as many conventions that I could find.
Meaning that in the long run
I could apply these conventions when looking at Seafret’s work
and see which are present and which are not. Following this I also
decided to look into other media texts from other artists and learnt
how these fir to the conventions of Andrew Goodwins theory. I came
to the conclusion that most music videos fit at least some if not all of
the conventions that Goodwin suggests. Here is my own research into
real media texts and the way they use the conventions.

3. What Conventions Do Seafret Use and
Challenge?
What they use…
■ Narrative – Seafret use a narrative This is
something which is featured in
most music videos, however seen
very often in Indie/Alternative genres .
Often in this genre the narrative is more
likely to be relationship based or a
confusing plot, which will prolong across multiple music
videos.
■ Close Ups – All of their music video’s tell their narrative
through a series of close ups of the actresses.This partly
conforms to Goodwin's theory, as he states there are ‘lots of
close ups’.
■ Performance Element – Seafret have released music videos
with them performing their song which fits to
both the genre and Goodwins theory.
■ Links between visuals, lyrics and music – Seafret’s songs
feature links between the lyrics and the visuals shown by the
narrative, these can be found in songs such as ‘Atlantis’
■ Mise En Scene – All of Seafret’s video’s contain a
water element, which links with the title of their
name eg Sea.
What they challenge…
 Voyeuristic treatment of the female body – Due to
the genre, Seafret do not form to the conventions of
exploiting the female body, due to their song styles
and narratives.
■ Close ups – Goodwins theory states that there is lots
of close ups of the artist, however Seafret challenge
this by using close ups of an actress to portray a
narrative.

4. Seafret’sWorkVS Mine
Looking back at the previous slide, and the conventions that Seafret used I then undertook some
research into the comparison of the conventions that Seafret used in their music videos vs what I
used in mine.
My Conventions.
■ Close ups –Throughout my music video, there were a consistent amount of close ups that I used to create the narrative.
Although this does not directly form to Andrew Goodwin’s conventions, I have challenged it. I challenged it as I personally feel
that music videos with a narrative are more effective on the audience. Especially with videos with our themes.
■ Links between ‘Visuals, Lyrics and Music’ –When making the initial planning, we made sure that there were links between the
lyrics and the visuals.This is because due to the themes we have chosen it would have greater impact on the audience.An
example of this is during the line ‘It feels like there’s oceans, between you and me’We chose to turn on the tap, linking with the
later element. Including this, on the line ‘We hide our emotions, under the surface and try to pretend’We see the girl, looking
at her bruises and walk over to the bath, emerge herself in water and brush her face off like nothing is wrong.

5. ■ Narrative – During my music video there is a very clear narrative to show the themes and stories behind our
ideas. We did this by using a range of shots, actors and characters and locations that portray the narrative to
the audience. We chose to do this as we felt it would have more of an impact on the audience if they had a
clear and in depth narrative to follow.
■ Mise-En-Scene –The primary location for my music video was a family home, and not only does this fit with
one of Seafret’s video’s its also a common location for the Indie/Alternative genre, as seen is music videos
by artists such as ‘Amber Run’ in their video ‘I found’. Not only is it conventional, we chose to do this as we
felt that it would have more of an impact on our audience given the fact that it is in a location that we all use
daily, and is such an innocent location that means we would not suspect anything of such as our themes.

6. What Conventions I Challenged?
■ Performance Element – I chose not to form to the convention for using a performance element
because I felt that not only would this not fit with my chosen genre and themes, I also felt that it
would deter away from the narrative of the music video, which I feel to be extremely strong and
important. I personally enjoy watching music videos with a narrative as I feel that they make the song
more interesting and memorable, I also find that when watching a music video it makes me reflect
upon the words of the song more even if there is no link between the visuals and the lyrics.
■ Voyeuristic treatment of the female body –This is another convention that I have chosen not to
conform to. I chose not to conform to this convention as I feel it would not fit with the genre or the
theme. It would especially not fit with my narrative. As we have breached upon themes of rape and
abuse, I could argue that I have challenged these conventions by portraying the female body in a
different way. Eg; Goodwin meant that the female body was often exploited and used to attract the
opposite sex, however I have shown a young innocent girl who’s body is being exploited to her father.
This means that I have made a complete contrast the convention.
■ Intertextual References – I chose not to conform to using intertextual references as not only did I have
access to a suited film I could choose, I feel that this would not fit with my music video.

7. Ancillary Products.
■ Following this I then looked into the conventions that I followed during the creative
process of my ancillary products. Here are my products

8. What are the conventions of Digipak’s and
Magazine Adverts?
.
Digipak’s
■ Consistent images across all 3 products –To create a
successful digipak, it must use imagery that links to
all 3 things;Video, Digipak and Magazine Advert.The
main image that is used is generally eye catching,
relevant to the product and will contain vital
information such as the titles, name of album, name
of artist, and their record labels.
■ Reviews – By using a review on a digipak it will be
more likely to get interest.This is because it may
influence audiences based on the quality of the
review.
■ Relevant to the genre –This can happen in several
ways, such as colours, layout and information.These
3 things will inform the audience of the genre and in
the process will entice them and encourage them to
listen and buy the album.
■ Conforms the rule of thirds
Magazine Adverts
■ Consistent images across all 3 products – 9/10
Magazine Adverts contain images of the artist on, as
the will help the audience to connect and engage in
what they are buying. However some magazine
adverts often contain still images from the artists
music video.
■ Social Media – Must inform the audience where to
buy and get the album, such as Spotify, itunes and
follow the artist on twitter or facebook ect…
■ Information – It must contain relevant information
such as release dates, artist name, album titles,
reviews ect.
■ Text –The text must also be consistent over all 3
products this will make it more memorable for the
audience.
■ Conforms to the rule of thirds.

9. What Conventions Do Seafret Use?
As Seafret are still an up and coming band, they have not yet released an actual Digipak or featured in any
magazines. Therefore I cannot find much relevant information for the conventions that they use.
■ Relevant to the genre –With their genre being Indie/Alternative and the majority of
their songs being acoustic, this suggests a very calm and quirkly mood. Seafret use a
consistent theme of colours to link to their genre.
■ Seafret also conform the the rule of thirds by having their relevant information placed
at the top of the album cover.

10. ConventionsThat I Used…
As shown by the use of arrows, both our magazine advert and
digipak conform to the rule of thirds.As we have placed the relevant
information at the top and bottom.This is so that the audience find the
relevant information first, as it will be the information that sticks out to
them most. Including this, across both of our products we have used a
consistent image, which also features in our music video.This is to
ensure that the audience find the album easy enough as they are
memorable. Our magazine advert features all of the correct information,
such as album and artist title, record label, release date, reviews, social medi
links, a website, price and barcode. And we can also see that our digipak
also features the same relevant information. Across both ancillary
products there is also a clear colour scheme which also links with our
music video.

11. ConventionsThat I Challenged…
■ Our group chose to challenge the convention of having the artists face on the
magazine advert and instead chose to use the actress.We chose to do this as we felt
that with ‘Oceans’ being Seafret’s debut single, and their Ep being titled after it, we
felt that this is an important song to focus on. Having chosen to make a music video
for the songOceans we then felt it would be a good idea to link our music video,
digipak and magazine as this would them be more memorable for the audience as
Oceans is such a strong song on the album.

12. To Conclude…
Overall I feel that there are definite conventions shown and used across all 3 of my
products. I feel that this is because of the prior research I had undertaken and just a
general knowledge of music videos in general, means that you make your self more
influenced by other real media texts.The research I undertook helped me to gain a better
understanding of what conventions I did and didn’t like such as using a performance
element rather than a narrative.This being said, the genre that I had chosen made it
difficult for me not to conform to the conventions of that genre as the ideas that I had in
mine came naturally styled around the genre.The fact that I have stuck to my genre and
kept it relevant means that my target audience will enjoy the music video and find it
interesting to watch as it is suited to the genre.Whilst I enjoyed challenging the
conventions of Andrew Goodwins theory I am also glad that I stuck to it mostly, as I feel it
is an accurate representation of the way the all audiences view music videos, and without
it they would not connect or understand the video as easy.