The styling in the music video challenged Mulvey's theory of dressing females according to the male gaze by choosing more casual outfits instead of revealing costumes. The outfits were influenced by Katy B's videos and related better to the target young adult audience. The video followed Goodwin's concepts of illustration by showing the storyline of the lyrics and amplification by adding extra meaning. Editing techniques like cuts on the beat and base tracks helped the video flow to the music. Influences included framing shots like in Neyo's "So Sick" video and the young stylings of Little Mix's "Wings". While going against conventions of dubstep videos by choosing outdoor locations instead of live performance settings

1. EVALUATION - QUESTION ONE.
In what ways does your media
product use, develop or challenge
forms and conventions of real media
products?

2. Laura Mulvey
“In a world ordered by sexual imbalance, pleasure in looking has been split between active/male and
passive/female. The determining male gaze projects its fantasy onto the female figure which is styled
accordingly”
The styling in our video challenged Mulvey’s theory of dressing the female figure in
accordance to the male gaze. The main reason we chose to challenge it was out of
preference but also because we didn’t feel the song choice would have gone well
with more revealing costumes. After watching many of Katy B’s own videos, we were
strongly influenced by her costume as well, she wears very casual clothes such as
jeans, jumpers, jackets etc. Although in other cases it might have made sense for me
(the performer) to wear more revealing outfits because of my age, impression and
the fact that I am supposed to be an upcoming artist, my group and I felt that the
outfits I wore were more appropriate as our target audience of young adults can
relate to the style.

3. Andrew Goodwin
Goodwin's opinion is that traditional narrative analyses don't really apply to pop videos because the approach narrative from a different angle to
novels and films.
Illustration: When the video tells the story of the lyrics. Dance is often used to express feelings/moods.
Amplification - When videos introduce new meanings that do not contradict lyrics but add layers of meaning.
Disjuncture: When there is little connection between the lyrics and the video or when the video contradicts the lyrics.
Genre Characteristics, Lyrics and Visuals, Music and Visuals, Close Ups, Looking & Intertextual References
For our music video, we followed Goodwin's narrative analysis of illustration and amplification. The main message from our
video is that the performer finds her “perfect stranger” and we showed this by making the two meet at various points
throughout the video. As for his six key features, we followed close-ups of the artist, the genre of music fitting with the style of
music video (we did this by choosing urban locations and young styling) and lyrics/music and visuals which we showed
through illustration and editing to the beat.

4. Carol Vernallis
• Edits in music videos come much more frequently than in film.
• Jump cuts are often used.
• Camera often moves in time with the music.
• Usual rules of "continuity editing" (usually found in classic broadcast fiction), are broken in order to draw
attention to what is on screen.
• A master shot (basetrack) is frequently used to give the video a structure.
• Edits may be really obvious to draw attention to themselves, such as wipes and special effects.
As a whole, when it came to editing my group used a lot of the conventions mentioned by Vernallis. One of the
main things we stuck to was editing to the beat, we had to use loads of markers on our timeline as our song had a
really fast beat which would have been hard to keep up with otherwise. We used as many base tracks as we could
to help our video flow as much as possible and we used edits/special effects such as rewinds, fade in/out and
framing such as the example above.

5. Influences
NEYO – SO SICK
This music video influenced our
style of framing for the shots of
traffic moving in west end.
LITTLE MIX – WINGS
The styling in this music
video influenced our choice
of styling for our own. It’s a
very young and popular style
which was how we wanted
ours.
LEONA LEWIS – HAPPY
This video influenced the narrative to our
own. We really loved the way that the
reality isn't revealed until the end and it
makes the audience believe everything
that’s happening throughout. We were
meant to adopt this idea by not revealing
the “perfect strangers” face until the end
but we ended up only doing it partially by
making him catch the performers eye but
never actually meeting.

6. Did we challenge the conventions of
our genre?
Our video did go against the conventions of dubstep. After watching many original dubstep videos from artists
such as Chase and Status and Katy B, it is clear to see that the usual location for filming is in a club/venue
where the artist is seen performing. The use of strong coloured strobe lighting/flashing lights is always there.
For our video, we chose to incorporate the casual/young costume and urban feel however our locations for
filming weren’t party/live performance based. We did purposely chose our locations based on the fact that it
still had to relate to the genre however we didn't’t have access to such open spaces where we could have
filmed a “live performance” and we chose to film outdoors instead rather than try and create a concert themed
room which would look quite amateur.

7. How conventional is my ancillary work?
For my digipak, I was strongly
influenced by the style and design
of Katy B’s on a mission album. I
looked at various other dubstep
album covers
and adverts as well such as chase and status and little boots
and they were all quite graphically designed, however, Katy B’s
take on dubstep is a lot softer and her album design reflects
that which is something I wanted to bring in to my own work. I
think the simplicity of the two coloured gradient filter and bold
white writing is really effective. To create my own album and
advert, I used a photo filtering website called Rollip to add a
coloured filter to my images, I then adjusted it some more in
Photoshop, I chose for my overall filter colour to be
pink/purple which are two of the colours (as well as
blue, black and white) that my group decided on for our overall
ancillary work colour schemes. The main reason that my album
doesn’t look too similar to Katy B’s is because my group took a
different style of photos including many close ups as “EMILY”
is an upcoming artist and we felt that close up shots would be
the best way to promote her.