1. IDEAS AND NOTES ON
EVALUATION QUESTION...
1
‘In what ways does your media products use, develop or
challenge forms and conventions of real media products?’

2. Some Conventions followed...
Laura Mulvey’s theory of
the male gaze was not
really applied in our
video. I was quite
covered up and the
shots of me were mostly
of my face. However,
there is a shot in the
video where I swirl
around and you could
say that that particular
shot shows a little of
Laura Mulvey’s theory.
When I was researching on Laura Mulvey at the
beginning of the year, I chose to look at
Rihanna’s video ‘Rehab’ featuring Justin
Timberlake. Her body was very exposed and
there were a lot of shots of her breast area as
well as her bottom.
We did not really want to expose our artist
like this as it would not be appropriate and
it would not really suit our genre.

3. More Conventions...
Carol Vernallis was someone I really looked into while I was doing the
research for our music video. I think that we mainly followed her
conventions of a music video.
Our video was mainly structured by the beat of our song ‘You, My Everything’
by Ellie Goulding. Although it is a song talking of love, it has a very upbeat
rhythm and the beat is very strong a constant throughout. Our editing was
based on the beat of the song. Our entire music video is edited so that when
the beat goes, the shot type or location changes.
We specifically have certain jump cuts and match cuts that are there because
of the strong beat that the song carries. It allowed us to really be creative with
the editing and make it look good.

4. The Final Convention...
Andrew Goodwin’s theory is mostly based
around pop videos. We really followed
some of his ideas. For example, even
though our genre was urban pop, we
followed his conventions of having the
artist looking into the camera and having
quite some repetition of some of the
locations.
Our video is a disjuncture video because
nothing in the video from the locations to
the costumes to the mise en scene used.
We did not want to make our video a
narrative because being a love song, it
would become too cliché and it would be
hard to become quite creative with the
video.
Videos like Selena Gomes’
‘Come & Get It’ are examples
of a disjuncture's. Here is the
link to the video.
http://www.youtube.com
/watch?v=n-D1EB74Ckg