1. Jem Akpinar A2 Media
Oliver Law A2 Media
IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE, DEVELOP OR
CHALLENGE FORMS AND CONVENTIONS OF REAL MEDIA
PRODUCTS?

2. Our music video uses ways in media productto develop or challenge forms and
conventions through real life products, such as real life TV and music videos
already released. The Genre of our video is Pop/Rock, which we believe is modern
but different because there are not many media products similar to our product in
this time era. Our music video uses conventions of real music videos, website
pages and CD digipaks. As a group we decided we wanted to use an old song but
add a modern twist to it and we did this using props, an old location and using black
and white editing techniques at the start of our video. The Kinks – All Day And All Of
The Night, did not have an official music video so we decided that this was a great
opportunity to make a video as we could use our own ideas and techniques. We
watched music videos of The Kinks and similar bands such as The Beatles and The
Monkeys, so we could get an idea of how they acted in the 60’s. The digipak cover
also represents our real life product as we have edited the lighting to contrast with
the style of our band. As our type of music style is from the 60’s, we had to use as
many techniques as we could that would have a link to these time period with the
audience understanding it quite easily.

3. I feel as though we have developed
conventions by linking to the time period of
our music video through our website and
digipak front page. For example, the font of
the word ‘Parody’ makes it look as though
it is stuck against the wall and it also has
an old fashioned look about it. We also
made the title of the band name link to the
real life media products in the 60’s. the
group all analysed a music video each that
was similar to the type of video we wanted
to create. We decided that we were going
to set our style on The Beatles as they
were around the same time of The Kinks
and had the boy band image that we
wanted to set our band on.

4. Our video links to media theory such as the Male Gaze which also links to modern media
products especially modern music videos. One of the male’s in the band obviously is caught
staring by the woman and links to the Male Gaze theory as Mulvey says that the audience are
likely to take an interest into a woman on the screen especially in modern music videos. We
wanted to add a modern twist into our video, so this is why we added a woman who is getting
the male band members to notice her and purposely ignores them. However, this can link to
the Post Feminism theory as it shows that the woman is the most dominant and doesn’t
position women as objects for men.

5. We had to make sure that our music video
linked to our chosen genre all throughout.
This was important because otherwise it
could be confusing for the audience and
we wanted to stick to the conventions that
our audience would expect us to stick to.
We expected the audience to take a liking
to our 3 band members and for them to
feel sympathy. The conventions had to be
spot on for our characters, so the
costumes we wore had to look very
professional. We looked a costume
boards of people in the 60’s and decided
that suits would definitely look good as
they emphasise the time era.

6. We studied Andrew Goodwin’s features of a music video theory. There are 6
features which are:
• Genre Characteristics
• Relationship between lyrics and visuals
• Relationship between music and visuals
• Star Image – Close up on the artist
• Intertextual references
• Voyeurism
Goodwin states that the audience look for these 6 features whilst watching a
music video.
The opening to our music video is a series of really quick jump shots which do not
show the band members straight away. This challenges the codes and
conventions of modern videos as most videos like to promote the artist straight
away. The opening lyrics in our video start of with myself in a suit walking down
some steps. We wanted to make each band member look smart but casual at the
same time. This is similar to the way that The Beatles acted in the 1960’s.

7. The star image that Goodwin uses as one of his features
in his theory is something we have linked to quite
regularly in our video. I think that with the close up shots
on the band members, the audience may take a liking to
them. This breaks the conventions from the 1960’s as
videos that we researched didn’t really have shots of
individual band members. However, in modern videos we
see individual band members singing such as boy bands
like One Direction. We decided to add the modern
technique but also get shots of the whole band so we
could create the twist.

8. We also created intertextuality through
some conventions in our music video. One
of the band members perform an ‘Usain
Bolt Pose’ which links to a real life product.
This links our video to other conventions in
media products. The pose is widely
recognised by audiences and if the
audience see this in the music video then
they will get a sense of reality whilst
watching it.