The document discusses how the media product develops and challenges conventions of real media products. It develops conventions by using typical indie pop music video elements like low-budget locations, simple props, modern costumes, and narrative/performance elements. However, it also challenges conventions by using fragmented narrative, abstract props, and lack of structure to represent bipolar disorder symptoms realistically. The document also discusses how conventions are developed in the ancillary texts through typical design elements, but are challenged through unique styles and focus on the artist over props.

1. QUESTION 1: IN WHAT WAYS DOES
YOUR MEDIA PRODUCT USE, DEVELOP
OR CHALLENGE FORMS AND
CONVENTIONS OF REAL MEDIA
PRODUCTS?
EVALUATION

2. • After choosing the song I was using to make a music video to. I researched into the
codes and conventions of that genre (indie-pop). This allowed me to understand
what attracts my target audience, what they expect to see within my products and
gave me ideas of what I could do and how I could possibly challenge this.

3. LOCATION
• Develop:
Music Video: I learnt from my research into the Indie-pop genre that the music videos are low-budget and
main settings are one which most people have access to such as parks, woods, cities etc. This is a benefit to
me as I do not have a budget for my film therefore should use public, free locations, however this fits with
the style of my genre. For example, I have used my artist walking on the road, and in a bathroom/bedroom.
Ancillary texts: For my ancillary text designs I decided to use less relatable locations/backgrounds as I
wanted it to capture the audience’s attention more. Indie style tends to be abstract and something unique
therefore, using an abstract background (strips, letters, etc.) conforms to some aspects of the expectations of
indie-pop products.

4. MISE-EN-SCENE
• Develop:
Music Video: usually simple props are used in indie-pop music videos such as Ed Sheeran, A
team, uses drugs which relates back to the lyrics of the song. I have used a couple of simple
props in my music video. As for costumes, I have followed the forms of indie-pop as this
genre focuses more on current day issues, therefore using modern costumes reflects this. I
used dull dark clothing, which had rips in to represent her depressive symptoms, I
juxtaposed this to bright, more provocative clothes to represent her happier, confident state.
It also conforms to the expectations of women in society today.
Ancillary texts: I decided to not use any props in my mise-en-scene for my ancillary texts as
this would draw attention away from my artist. The song and who album is about her own
life and issues therefore I believe the audiences focus should be simply on the artist itself,
without any distractions. Having just simply the artist as the main image implies to the
audience that her music reflects on her own life.

5. MISE-EN-SCENE
• Challenge:
Music Video: The props I have used are not as simple and common as usual indie-pop
videos. For example, I have used warning tape with double yellow lines behind my artist. This
is representative of her disorder; it is a continuous problem in her life (double yellow lines –
no stopping) and that she feels a danger to other people (warning tape). These are not
simple props; these require the audience to be active and to interpret the meaning and
message behind it. The narrative of my music video challenged the conventional of usual
indie-pop videos as they normally tend to use narrative alongside a performance. However,
due to the meaning behind the lyrics of my chosen song ‘Gasoline’ the narrative of my music
video is very fragmented as this reflects upon the symptoms of bipolar. The protagonist in
my video has no structure or order to her life due to the disorder therefore, my video does
not have a story for the audience to follow, it simply shows the different aspects of some of
the symptoms which are a result of Bipolar Disorder.

6. EDITING
• Develop:
Music Video: One convention of editing in indie-pop videos is that it takes time for
the frame to fade into focus. I used this a lot throughout my music video as I
believed it was effective and I put filters over it to make it even more dramatic. I
used techniques such as graphic match and match-on action which is conventional
to see in a music video. Other effects I have used such as speeding up (changing
duration) a clip makes it more abstract and unique, conforming to the style of indie-
pop.

7. SOUND
• Develop:
Music Video: My music video includes non-diegetic sound throughout (sound
track) I have not used any dialogue or diegetic sound. Some indie-pop music video
do containing dialogue before, half way, or at the end of the music video to add to
the narrative however, I decided not to use this as I believed it wouldn't fit with the
style of my song, and as I have shown my artist as isolated and lonely, having her
speak would break this representation.

8. MAGAZINE ADVERT
FINAL DESIGN

9. MAGAZINE ADVERT
• Develop:
My main image is of my artist. This is conventional as it immediately makes the audience
aware of who’s album it is promoting. I have also conventionally used large font of the most
important information on the advert to draw in the audience’s attention and make the
message apparent. On some of my designs I used ‘Star Ratings’ as this was a convention
found in pop adverts. However, my final design did not have this as my genre is indie-pop
the music will be less well-known and produced by big label companies therefore I believed
this would not fit with the genre of my song. The dominant image is usually similar to the
album cover. I decided to use screens shots of my music video as a main image in some of
my designs to show a clear link between my products however, my final design used the
main image of my digipack cover as I believed that this provided a sufficient link between
the products and will make the audience recognise the album if they were to see it in the
shop from the advert.

10. MAGAZINE ADVERT
• Challenge:
Indie-pop artists tend to use more unique styles however, I used a simple typography that is
similar to existing adverts because I wanted the main focus to be on the main image of my
artist as it represents characteristics of her personality and the nature of her songs, by the
colour (black and white) and the fact they go across her face, almost hiding her image.

11. DIGIPAK

12. DIGIPAK
• Develop:
The main image is usually visually effective to capture the audience’s attention. I have used
this convention especially as the genre of my artist’s songs are indie-pop it allows me to be
more creative with the image. The black and white stripes capture the audience’s attention
as it comes across as quite mysterious as my artist’s face, although visible slightly hidden by
the background going across her face as well. I have also used large text for the name of the
album and slightly smaller for the name of my artist. This is to make it obvious of the album
name and apparent the name of the artist who appears on the front cover. I have listed the
tracks on the left-hand side which is conventionally where they are found. I have also used
another image which links to the image on the first page to keep continuity.

13. DIGIPAK
• Challenge:
I have places the title of the album in the top left hand corner of the front cover as it
didn’t cover any of the main image, however the titles usually go either centre
bottom or top. I wanted the main image to be the focus of the front cover. The
inside image is usually a running image however I used simple black and white
squares as my front cover is already a statement and the CD’s even have the album
title on, having a design on the inside would look clutter and too busy therefore I
continued the colour scheme for continuity but kept it simple.

14. NARRATIVE
• Develop:
Music video: There is some narrative and performance in my video. A lot of indie
pop music videos include this as it is an effective way to tell a story and show the
artist themselves singing the song however, my narrative does not follow the
conventional narrative structure .

15. NARRATIVE
• Challenge:
Music video: My video has no clear structure or narrative. This is to represent her mental
state and her emotions. Due to bipolar, her life has no structure and is unpredictable
therefore, I simply showed some symptoms of bipolar rather than include a story to portray
it in a more effective way.
According to Pam Cook (1985) The standard Hollywood narrative structure should have:
- Linearity of cause and effect within an overall trajectory of enigma resolution.
- A high degree of narrative closure.
- A fictional world that contains verisimilitude especially governed by spacial and
temporal coherence.
Tzvetan Todorov (1977):
Todorov believed that narrative consisted of 3 main elements: Equilibrium, disequilibrium,
new equilibrium.
However, I did not follow this narrative structure/theory which is evident in many music
videos.

16. AUDIENCE
• Develop:
Active audience theory:
This is the idea that the audience have an active role to play in the understanding of, and creation of meaning within a media text.
Active audience theory argues that there is diversity in society (everyone is different) and therefore there is also choice (we can
choose what to believe). As my music video has no clear narrative it is very subjective and the message of the film can be interpreted
differently as many people have different ideologies due to various reasons (age, social class, gender etc.). Therefore, it is up to the
audience how much the accept and interpret the message of my music video. Despite the message I intended to be interpreted
from my music video, Roland Barthes states "The death of the author" doesn't matter what the director means, the meaning of the
text is what the audience thinks.
Challenge: One theory for audience is, The Frankfurt Schools Hypodermic Theory (1930s)
Passive audience theory:
The idea that the media 'injects' ideas and views directly into the brains of the audience like a hypodermic needle, therefore,
controlling the way that people think and behave.
My music video challenges this theory as it portrays a serious matter which is relevant in todays society and expresses the impact it
can have on ones life. It does not control the way in which people behave, it expresses issues which are frequently ignore by society
in the media. Makes the audience aware of real issues rather than fake reality (media).