Andrew Goodwin challenges traditional narrative analysis for music videos, arguing they approach narrative differently than films and novels. He identifies three types of relationships between songs and videos: illustration, amplification, and disjuncture. The group's video follows the illustration type, using the narrative to tell the story of the song's lyrics. Laura Mulvey's "Male Gaze" theory is not followed as including half-naked women would not suit the song. Carol Vernallis observed music video edits occur more frequently and rhythmically than film edits. The group's video follows this convention by cutting to the song's bass. Influences include visual styles from Mumford & Sons' "Hopeless Wanderer" video and a split screen

1. In what ways does your media
product use develop or challenge
forms and conventions of real
media products?
Jordane Davis

2. Andrew Goodwin
Goodwin who is a theorist , talks a lot about the structure of Music video rethinking narrative analysis. He explains
that he feels traditional narrative analysis doesn't exactly apply to pop videos, and he explains this with a reason that
music videos "approach narrative from a different angle to novels and films". He also gives two different reasons to
why narrative structures are different between pop videos and novels and films, the first is because pop videos are
built around songs and they don't have a traditional structure such as normality - problem and resolution. The second
reason states that pop videos use the singer as both narrator and as character.
Goodwin talks a little bit about the types of relations between songs and videos, referencing them as:
• Illustration
• Amplification
• Disjuncture
The video that my group and I have produced follows Andrew Goodwin's theory of being an Illustration music video.
This means that the video tells the story of the lyrics, we thought having our music video playing a narrative, would
make it more interesting for the audience, and also because having a narrative suited our song choice a lot more.
Laura Mulvey
Mulvey is a British, feminist film theorist who created the theory of the 'Male Gaze’. Mulvey argues that in
classic Hollywood films in particular women are merely represented to provide visual pleasure to men, the
audience is constructed in a manner where they are all expected to be men.
This is a theory that we haven’t followed in our music video, purely because having half naked woman wouldn’t
of linked with our song choice, especially because we chose to have it as illustration video the narrative needed
to link with the lyrics.
Carol Vernallis
Vernallis who studied editing and camera work closely in music videos, observed that edits in music videos come
much more frequently than in film, also that the editing seems to have a rhythmic basis closely connected to the
song.
Our music video follows this convention by having a rhythm which the video therefore cuts with the base, this
shapes the music video and doesn’t make it boring by having the same pace running through the whole video.

3. Music Video influences
During research of our music video it was vital that we watch videos either from real artists
or old student videos, this way we got extra ideas that we may want to use in our own
video. The two main music videos were Hopeless Wanderer by Mumford & Sons, and also
Kickstarts by Example.
• This first image shows one of the shots from the Mumford & Sons video of Hopeless Wanderer, we really liked this video
mainly because of the visual style, of mise-en-scene such as the location and lighting. The second photo is a shot in our
video, that shows us using the park as a location and we also managed to get the sun shinning through the trees, which is
very similar, this was the effect we wanted.
• This third image was a shot that caught our attention, we liked the editing technique of the split screens, however we used
it slightly differently, because we didn’t want it to look exactly the same. I thought using different locations was a good and
more interesting alternative to using feet that wouldn’t of linked with our song in any way. Also because we were told that
in the screening of our rough cut we needed to have a close up at the beginning on the music video instead of a long shot,
because it was a new and up coming artist we needed to establish that, therefore we really liked the idea of having a split
screen with nine images of our artist in nine different locations was a good idea.

4. Ancillary Products – Forms & Conventions
My ancillary products have followed the main forms and conventions of
albums and advertisements. My digipak cover uses a photo of the artist,
which is similar to many other new and up coming artists. I’ve also only
used a three colour scheme which is purple, black and white, on many
albums and advertisements there is usually no more than three colours
used, as well as no more that two fonts used, this makes it easy and
simple to read. I haven’t used any unusual layouts on my digipak or
advertisement, but I have used the normal conventions of the type of
information used. The main conventions used are:
Digipak
• Artist name is a larger font size than the album name to establish the
difference
• Track list is between eight and sixteen song, which is the usual amount
of songs each album holds
• Artist photo on front cover
• No more than three colours used
• No more than two fonts used
Advertisement
• Photo of the digipak front cover
• Reviews and starts
• Social media icons
• Release date
• Artist and record label websites

5. Ancillary Product influences
These were the six albums that influenced my choice of design on my digipak, the song that we
chose to use ‘Evolution of Man’ is a song by Example, so I thought that researching the albums
of Example, Calvin Harris and James Morrison would be the best way to get idea’s because they
are of the same genre to our artists music. Example’s album Playing in the Shadows, was my
main influence, I used the same artist name technique by putting a border around it, however I
had a purple border instead of yellow. I also really liked the image used, and the black and
white opposites, I didn’t use this because I thought it would be too similar, so I changed mine
slightly.