Media Studies evaluation

1. Q1 ) In what ways doesyour mediaproduct use,developor challenge formsand conventionsof
real mediaproducts?
The song I electedtoproduce amusic videoonwasa song called‘ThisLove’by an independentartist
namedChoose Wisely.Thissongiscategorisedasan indie rocktrack andone whichI optedto
explore due tohavinganinterestinthisgenre.Byimplementingmyknowledge ontothe genre,I
couldunderstandthe conventionsandconformtothemina musicvideowhichalignedwiththe
conventionsof the genre.Byoptingtoconform to the conventionsof the genre, myartistwould
establishandintroduce himself toawell populatedfan base withconventional andtraditionalindie
rock styles.Thisconformationallowsmyartisttoconstruct an audience whoenjoythatstyle of
musicwhichseemedmore logical thanattemptingtorewrite the rulebooks.If Ioptedto subvertthe
conventionsduringthe embryonicstagesof his career,itcould cause controversyandmake certain
aspectsof the indie rockcommunityrejecthisstyleswhichcouldsignificantlyhinderthe successof
hisbrand andhis music.
Narrative Structure
Narrative structure can seriouslyenhance the dynamicandmake upof any musicvideo.Iconsidered
implementingawide range of narrative structuresandthoughtaboutdeployingamore nonlinear
style andmakingthe fabricof myvideomore complex.However,whenconsideringthe implications
thiscouldhave uponthe translation of the themes tomyaudience.Bearingthisinmind,Ioptedfor
a more simplisticlinearnarrative structure tobesttell the narrative Iwishtoconveytomy audience.
Thissimplicityprovidesopportunitiestoincorporate flashbackswithinourvideo.Thisuse of alinear
structure withflashbacksintegratedthroughoutwill helpconform tothe conventionsof ourgenre
and thiswill be easilyrelatableandidentifiable withouraudience whilstprovidingmore awider
contextwhich wouldtriggeragreateremotional response asoppose toapassive one. These
flashbacksgrantsthe audience amore inside lookatthe relationshipandthe breakdownof it which
allowsasympatheticresponse shouldthe audience relatetoacertaincharacter. The purpose of a
narrative isto containa message,andallow peopleto sympathise orempathise withcharactersand
see bitsof themselvesinthem.Byusingcrosscuttingbetweenflashbacksandreal time,Iam
presentingthe multifacetedpresentationof relationshipswhichcause breakupsandbycross cutting
betweenthe painandhappiertimes,I’mpresentingasense of equilibrium inmyvideowhich
enhancesthisaccurate portrayal of how relationshipsare.The marriage betweenthe themes
presentinmymusicvideoand the style of my narrative workedperfectlytocreate anaccurate
representationof whatbeinginlove islike. Myuse of filmicapproach wasa scene setterandto
make the themesobvioustothe audience immediatelyasoppose toitbeingdevelopedintricately.
By integratingafilmicapproachitallowsthe audience tobe introducedtothe charactersand
extendedthe closenessbetweencharactersandaudience,whichissomethingIwantedtocreate as
love infectseveryhumanbeinginsome degreeandthisbreakupwill relate tosomeone insome
formand thisrelatbilityissomethingwhichmakesthe emotive responsetoourmusicvideo froman
audience more prominentandeasier. Toinclude recurringmotifswithinmymusicvideowas
somethingIwantedtoachieve fromthe offset,butIdidn’tenvisageusingtwodifferentmotifs
withinmyvideo,bothtosymbolisedifferentthings.The firstinwhichIincorporatedwasthe
repeatedanglesof the sea.Ididthisfor tworeasons, firstlydue tothe symbolismof thisparticular
relationshipbreakingdownand the drowningfeeling whichmanysufferfromafterbreakups,also,

2. the reliance of the tidestothe moon issimilartothe reliance oneachotherin relationshipsandthis
issomethingI representinanabstract way,althoughthis interpretationissignificantlylooserthan
the otherone. The chessboardissymbolismforhow relationshipsare oftenstrategicaffairswhich
resemble agame andthisverymuch appliedtothe relationshipwhichunfoldsinourvideo.
These are used as reoccurring motifsthroughout the video to helpestablishmy themes and
messages.The chessboard reflectsthe strategic nature ofrelationshipwhilstthe sea represents
the drowningfeelingofisolationpost break up.
Mise en Scene / Location
Ensuringthe mise enscene waspivotal forme as I wantedall elementsof musicvideotoconformto
the genre of indie rock.Mise en scene canprove the difference betweenavideowhichis
professionalandone whichisamateurishandsimplistic. Forme,gettingthe aestheticof the location
alongside conformingtothe conventionsof the genre wassomethingIheldhighlydue tothe impact
I knowa locationhave upona musicvideo.Forexample,by havingabeach,the balance of beauty
and beingarecognisedandidentifiable withthe genre.That’swhyIoptedtouse SheringhamBeach
and SheringhamPark.Bothof these locationsoffereddifferent typesof beauty,fromthe latter,
there wasa sense of a numinousexperience andthissense of wonderissomethingfoundoften in
newrelationshipsandsotobroadcast the lovingside of the relationshiphere wasbothforaesthetic
and to enhance the meaningof ourvideo. The beautyof parkcomparedto the visible instabilityand
frustrationbeinggraphicallydisplayedintheirrelationshipcontrastedthe emotionsperfectly,
makingthemappearmore visible tothe audience.The imperfectrelationshiphappeninginaplace
whichwasseeminglydeeperprovidesconnotationsof mainstreamvsindie andhow the mainstream
presentalife whichisfree frompainandindie isan altogethermore real andemotive genre where
emotionsare humannature andpeople appearmore relatable andapproachable.Furthermore,the
twolocations allowed the binaryoppositionandemotionbetweenthe twocharacterstodevelop.I
was keentoensure the backgroundwassparse inshotsof the couple,toillustrate how engulfed
theyare intheirownworldand there isthissense of untouchablityandprotectionfromaworld
whichcan be all too isolatingtoface alone. The importance of shootingonlocationwaspivotal from
the embryonicstagesof the productionprocessasI wantedtocreate a distinctionbetweenthe
conceptual side of the videoandthe performance strandof it.Thisdistinctionmade the videoeasier
to digestbutalsostopsconfusionamongst audience andhelpsincrease the brandidentityof my
artist. The simplicityof ourinside locationallowedforotherelements,suchaslighting, tobe more
prominentandusedtobettereffectduringourfilmingprocess.Itwascritical thatthe mise enscene
was conventionalandcompliedwiththe genre due forthe aforementionedreasons.Iwas
meticulousinensuringthatthe continuityof myvideowasintactthroughoutthisprocesstoadd a
furtherlevel of professionalismandtoensure ourfilmiscoherentandwatchable.

3. This displaysthe differentiationinlocationfrom the colour and vibrancy ofthe park to the duller,
more natural settingof the beach. Both are beautiful in differentways,for alternative reasonsand
allow a stylisticvs naturalistic representationofthings. As for the shotsinside,the use of close ups
create a sense of isolationand entrapmenthelpedthrough beingshown inclose ups.
Costume
For costume,Iconducteda huge degree of researchinto popularoutfitsandclothesforthe indie
rock genre,andI thinkthisissomethingwe have achievedsuperblywhilstlinkingthe motif of the
chessboard intoour costume byhavingthemonour female protagonist’s costume. Audiencesand
performersinthisgenre have aclose relationshipandone where fashionisshared.FromLiam
Gallagher’sparkastoBurberrystyle shirts,artistsandfanshave emulatedeachotherfordecades.
Indie wearconsistsof vintage wearanditoftentakeshegemonyandsubvertsitinamannerwhich
deconstructsthe meaningof the usual ‘workwear’andusesitin a way to displaytorebel against
the mainstreamanddisplaytheirnewfoundidentity. Thislinkallowsthe symbolismtobe placed
withinthe relationshipof ourcouple andmakesiteasierforthe audience torecognise thatlink.
Furthermore,thiscostume appliesthe ideaof independence andindividuality,takenfroma
hegemonicculture of workandappliedtoamusical subculture. The shirtworn byour male
protagonistisreminiscentof thatadoptedwithinourmediatexts,like The Neighbourhood,whereby
these shirtsfeature withthe protagonists.Thismakesiteasilyidentifiableas a indie rocksubgenre
piece due tothe costume and alsodespite beingquite simplistic,itaddsto the piece significantly,
makingitlookmore presentable andaidingthe characterswiththeircharacterisationalso. Forour
artist,I optedfora conventionalpoloshirtwhichlackedanybrandandbandsof festivalstoenhance
the brand identityandletaudienceresearchthe artistfurther. Forthe female,Iwaskeentodress
herin a way whichwasn’tcapable of beingvoyeuristicandobjectifiedasIwantedamore
contemporaryandrealisticrepresentation of womanin2018. By rejectingvoyeuristiccostume,Iam
placinga greateremphasisonheras a humanbeingand herworthas a character as oppose to
complyingwiththe ‘male gaze theory’,whichIfeel addsagreaterdepthandconnectiontoher with
the audience,andforcesthemtothinkaboutcharacters as oppose tobe ledbyappearance.
This displaysthe Burberry shirt worn by our male protagonist to conform to the genre of indie and
its attempt to rebel against the mainstream.The trousers seenin the second image linkto

4. Hebdige’sthoughtson signifiersas I have deconstructedsomethingwhichis conventionally
recognisedas work uniform.
Characters
In regardsto characters,I wantednaturalisticmethodof actingwhichrequiredthe performerstobe
realisticinthe mannertheyperformed.Thisnaturalisticmethodcreatesapassive audience and
allowsanemotive response tobe felttowardsourprotagonists.Furthermore,the appealof
narrativesandtypesof mediaisthat theyoftenreflectsomething inwhichthe audience canrelate
to and thus I chose to produce thisvideosurroundingthe lyricsinsteadof contrastingtheminorder
to create thisaspectof understandingwiththe audience.Iwantedtorepresentmymale protagonist
as beingfragmentedandlostduringthe shotswhichare isolatedfollowingthe breakupbutI want
to illustrate himashappierandmore fulfilledduringthe shotswherebyinteractionistakingplace
and theyare amongstthe happier,more togetherperiodsof theirrelationship.Thisrepresentation
issomethingwhichIwantedtocreate as thisis oftena representationwhichmanypeople canrelate
to and the humanityandhonestyondisplaywithinthischaracterwaspivotal tocome to the
forefrontinorderto connectandengage the audience.Iwantedthe audience tofeel aconnection
withmycharacter and thisemotive responsewiththe protagonistiskeytohow my videois
translatedontomyaudience.Thisemotional connectionisdeepandsuccinctandthusit deepens
the relationshipbetweencharactersandaudience,somethingIwantedtoseemstrongasthisis a
conventionof the genre andone whichisusedto displaythisrebellionandrejectionof hegemony
and definesthe indie rockgenre likenoother.Byshootinghiminclose upsandmid shots,there isa
sense of himbeingmodest,humble anddowntoearthinthe mannerhe conductshimself personally
and the lack of lowshotssuggeststhere isnosuperiorityoverthe audience.The mannerinwhich
the male protagonistisshotindicatesthe audience are supposetoside withhimandare
disappointedforhimwhenthe femaleprotagonistleaveshimasshe walksaway.My female
protagonist,onthe otherhand,I wantedto portrayin a different,more contemporarywaytothat
whichwomen are presentedinalternativevideos/typesof media.Ididn’twantanyobjectificationor
herwhichis whyhercostume iscompiledfull of vintage clothingandnothingwhichcanbe usedas
voyeurism.Thisstrengthcomesfromshiftingsocial attitudesandthe equalitywhichisslowly,and
rightly,beingputinplace acrossthe country.The womanisneverlookeddownupon,norisshe shot
ina waywhichcouldbe considerpatronising,thisisastrongwomanwhoremainsfeminine despite
a disconcertingrelationshipandthatpowerissomethingwhichwill connecttothe audience and
hopefullyinspire themtobe treatedina waywhichisequal andrespectful.Inmanyways,her
character possessesthe powerdue tothe isolationanddepressionfeltbythe male protagonist
whenthe paireventuallyandunfortunatelybreaksup.Thisrepresentationissubvertingstereotypes
heldforcenturiesthatmenpossessthe powerandwealthandwomanare simplymothers,wives
and carers.This will be refreshingforanaudience whowillhave be objectifiedandmade tofeel
lesserbythe mainstreamwhoconstantlyphotoshopwomanandinstructthemhow tobe beautiful
but I am keentoreinforce thatbeautyissomethingwhichisinside everyone,regardlessof sex.The
twoprotagonistsare in a relationship,withagreateremphasisplacedonthe male withinitdue to
the artist beingmale anda large proportionof the indie Rockgenre beingmale also.Asforthe body
language of our characters,duringthe more fruitful andhappiertimesto be more openandtheir
movementsslowerandmore delicate toshow the love thatispresentbetweenthemandcontinue

5. to grow.The proxsemicsandmannerinwhichtheyconnectisthroughlove entirelyandthustheir
touch isgentle andtheirfacial expressionshappyandthissense of contentmentandloyaltyis
apparentineverysmile,andgaze ateach other.Despite consideringthe usage of VladimirPropp’s
character types,Ioptedfor a more realisticinterpretationandone whichwasspecifictothe genre.
By adoptingthese charactertypes,Ifeel the videowouldhave lostvalue fromthe indie rockgenre
and wouldhave beensweptintothe mainstreamsetting.Byrejectingthe mainstreamapproachto
production,Iam onlycomplyingwiththe indiegenre further.
Lighting
The lightingin mymusicvideowasusedina way to reinforce the ideologiesandinferenceswithinit.
For example,duringperiodsof happinessandlove,the lightwasbrighter,more crispandnaturalistic
to connote the natural love andlife presentbetweenthe twoprotagonistsandthisdiegeticlighting
reflectsthe naturalismwithintheirrelationship.Toshootthe pairinnatural lightingdenotesthey
that locationissuperficialtotheirrelationshipandthe onlythingtheyrequire forhappinesstobe
obtainediseach other.I optedtouse natural lightingdue tothe softlightwhichwascreated,
reinforcingthe delicacyintheirrelationship.Furthermore,the lightprovidedfromthe sundarkened
the backgroundslightlytomake the subjects(the protagonistsinthiscase) toappearslightly
prominent.Forthe shotsof the couple arguing,thistechnique wasadoptedtodisplayhow lovewas
leavingtheirrelationshipinthe same mannerthatlightisevadingthe scene atpresent.Thiswas
effectiveandenhancedthisemotivefeelingIwantedthe audience tofeelforthe characters
throughoutthe entiretyof the video.Thiscontraststothe momentsof isolationwiththe male
protagonistwherebythe lightingismore stagedandnon diegtictoreflecthisreliance onhispartner.
The lack of backlightallowedthe subjectof the shotto fall intoisolation;thisstronglyreinforcesthe
connotationof lossandheartbreak. Thiscreatesa shadowedeffectacrosshisface highlightshis
darkestinsecuritiesanddisplaysaside of resentmentandregrettowardsthe mannerinwhichthe
relationshiphasended,whichultimatelyprovokesanemotive response,one whichissympathetic
towardsthe male protagonistclearlyfeelingaprofoundsense of hurtafterthe emotional traumaof
a breakup. Somethingnearlyeveryone canrelate toor understand.Forthe performance shotsof
the artist,I optedfor three pointlightinginordertocreate a warm lightandeliminateshadowsfrom
the shot.This createsa warmthwithwill make ourartistappearmore approachable andidentify
withthe audience further.Thiswascreatedusingpowerful lightswhichhelpedpresentthe illusion
that the white sheetinwhichhe performsinfrontof iscompletelycrease free andjustaddsanother
layerto the professionalslantIamattemptingtoput ontothe video.Asanartiststartingout inboth
hiscareer andthe genre,itwill helphimconstructanaudience whosee himinapositive light.This
effectwascreatedusingLED panel lightalongside brightwhitelightswhichprovidedthe warmthI
was searchingfor.The shotof the male and female characterwalkinghappilyalongside the treesis
relativelybrightlylit,inpostproduction, the greeninthe leaveshave beenenhancedtoconnote the
life intheirrelationship. Overall,the consistencypresentinmyshotsisconsistentandoffervalue to

6. the shots.Evidently,the blackandwhite filterdecreasesthe amountof lightingpresentbutinthe
shotsin whichlightingisused,itisconsistentandaddsvalue tothe video asa whole.
This screenshotgraphicallyillustratesthe three point lighting.The lightinghas beendesignedto
eliminate shadowsin order to create a warmth surroundingour artist.
Camerawork
For my production,cameraworkwasanelementIwantedto be stronginorder to constructthe
ideologiesIamaimingtocreate.Cameraworkhasthe abilitytomake or breaka productionanddue
to my representationof the indiegenre,Iwantedthe couple tobe shotpredominantlyusingmid
shotsand close ups.This was due to the proxsemicsbetweenaudience andcharacters,somethingI
wantedtoremainclose inorderto portray the couple as normal andthe close-knitcommunityof
the indie genre makesthe playingfieldlevel andforthe reasonspreviouslystated,Iwaskeento
ensure the shotsof the couple were balancedandthere wasnofeelingof lookingdownorlooking
up butan equilibriuminregardstohowthe characters are shownthroughmyuse of camerawork.
To divertmyproductionawayfromprimarilylongdistance shots,Iusedclose upstoprovide asense
of personalitywiththe characters.These shotsare eye leveltoreinforce thisidea..To enhance the
complexityof the video,Icouldhave definitelyusedawiderrange of angles.Iusedtracking shots,
handheldshotsandtripod shotsinmy productiontoadd a variationof movementandstills tothe
production.The stillswere usedtodisplaystabilitywithintheirrelationshipandthisiswhyI
contrastedthisbyfilmingthe shotsof the male protagonistalone usingahandheldtechniqueto
highlightthe instabilityof hislifepostbreakup.Inthese shots,close upswere adoptedateye level to
displaythe claustrophobicmindsetof the characterand furtherenhance thissense of entrapment
feltbythe protagonist.Byusingclose ups,itallowsthe raw emotiontobe displayedtoaudience and
the connotationsof isolationandemptinessare extendedwhichallowsthisemotive response tobe
more visible andrelatable.Inordertoensure the productionwasprofessional,Ioptedtostray away
fromthe use of pan or zoomdue tothe amateurishfeelwhichitcanbring,instead,Imovedthe
camera closertocreate a clearer,more definedperspective.Whenshootingthe artist,Ioptedtouse
close upsas it emphasisedthe lipsync.Thisdrawsthe audience tocertainlineswhichIbelievetobe
impactful andpowerful.Inlocationshots,the aestheticismore importantasaudiencesliketo
indulge inthe backgroundof shotsto contextualisethe scene andthat’swhywide shotsare usedto
incorporate more of the background. Cameraworkisn’tspecifictoa genre,butitcan helpachieve
the connotationsand themeswhichIintendedtoconveytothe audience,whichinturncan helpme
complyto the conventionsof the genre.This isapparentthroughoutasIseekto create the

7. connotationsof love,togethernessandintimacythroughthese repeateduse of eye level midshots
and close ups.Onthe contrary,to portray thissense of isolation,entrapmentandsadness,the
image ismade slightlyblue inpostproductiontomake these close upsmore emotional andcreate a
more palpable emotional connection.Thisuse of cameraworkwill helpthe audiencebecome
emotionallyconnectedwithcharactersandthathelpsrelatabilityof the characters withthe
audience.
These shots displaythe variation withinmy camerawork and the differentiationalsointhe colours
with have beenmade prominentin post production. The first image showsthe couple complying
with the rule of thirds whilstbeingshot at eye level toshow they are the same as the audience in
regards to power (thisis mirrored intothe secondimage).The second image displaysthe breaking
of the rule of thirds but also how close ups are usedto conveythis sense ofentrapment.
Composition
In orderfor mycameraworkto be successful,compositionruleswere consideredtoensure mymusic
videowasstylisedandprofessional.The surrealismwhichisprominentwithinthe genre was
somethingIwaskeentoconsiderthroughoutandthat isthe reasonI compliedwiththe rule of
thirdsfor the majority of myproduction.Thisdisplayedhow the couple were akinwithsocialnorms
and bybeingina relationship.Thiswasoftenachievedinshotswhere the couple are beingintimate
and providesavisual aide tothe audience toreinforce the connotationsof love andthishelps
engage the audience. Bydivertingthiscompositionruleinshotswherebythe performerisshotin
the centre of the shotdenoteshowhe feelscutoff fromthe worldandis feelingisolatedafterlosing
hisrelationship.Despite the centralisationof the characterinthismoment,certainfeatures,like the
eyes,still marriedwiththe upperlinesinthe rule of thirdssoinmany ways,itwasn’tunwatchable
but providedanoticeable andsuitable contrasttothe happinessof the couple.Byadoptingthisstyle
of composition,Iwasable to displaythe emotionof the situationthroughthe diversionof the
standardcompositionrules. Furthermore,byoptingtouse thistechnique,itcomplieswiththe
conventionsof the genre asindie isdistanced anddifferenttothe mainstreamandthisrejectionof
conventional andtraditional compositionrulescoulddisplaythisrebellionagainsthegemony.AsI
shotthe performance shotsof the artist,Ioptedto use a shallow depthof fieldtomake the artist
the subjectof the shot and thushe is incontrol of the audience’sattention.Whenmixingthiswith
an eye line trace,itcreatesa visual aestheticwhichisengagingandcoherentforthe audience.
Anothercompositiontechnique Ihave optedtosubvertdue tothe originalityandrejectionof
hegemonyisthatof the rule of odds.Thisisdisplayed everytimethe couple are shown.The rule
statesthat havingan oddnumberof subjectsismore attractive to the humaneye,butI wantthe
message of the relationshipandthe themeswithinittobe more pertinentthroughthe use of
cameraworkandcomposition.Thistechnique displaysaone dimensionalitytothe relationshipand
removesexternalcomponentsfromit,meaningthe emphasisonthe twowithinitisgreater.This

8. providesanengagementandemotional rawnessfromthe audience,aneffectwithbenefitsthe
productionasit ishumane and relatable. Overall,despite the variationIwouldhave ideallyof
wanted,the compositionenhancesthe qualityof productiondue tothe effectsitcreatestoimprove
the productionaestheticallyandthe narrative itself.Byadoptingthese techniquesandstyles,Ihave
rejectedhegemonyandsubvertedatraditionwhichisconventional tothe indie genre.By
intertwiningdifferent compositiontechniques,itmakesforaclear,constructedand coherent
narrative whichinpart isdownto the strengthof the compositionandconsistentcamerawork,
somethingIwaskeentoensure waspresentforthe entiretyof mymusicvideo.
Editing
The editingprocesswasmeticulousandone whichneededtobe perfectinorderformymusicvideo
to flowina way whichwastranslatable andgoodto watch.The cuts had to be downin line withthe
beat,and the variationof pace withinthe songmade thisdifficultattimes.The beginningsequence,
for example,reliesonthe pace of the editto be quickin orderforthe songto marry withthe video.I
optedto use a repetitiveoverlaytechnique,whichisprominentinothermusicvideoslike ‘Red’by
Daniel Merriwether.Despite thissongnotbeingindie,thisisatechnique whichIcouldadoptand
make a conventionof the indie genre. Byadoptingthistechnique,itallowedme toconnectshotsof
the performerwithshotsof the couple tomake the linesseeminglymore prominentbybacking
themup withvisuals.Itcreatesadistinctlinkbetweenlyricandvideo. ThisissomethingIrepeat
withthe chesspiecestoensure thisbecomesamotif andreinforcesthe keymessage of relationships
beinga game.By includingthis,Iamcomplyingwith Goodwin’stheory statesandbyapplyingthis
theoryto conceptual elementsitcreatesamore successful video. Italsointerlinksandthreadsshots
togethertoincrease the ‘dreamlike’ideologywhichlinkstothe ideaof hope andreflection. Cross
cuttingisa majorpart of my videodue tothe cuttingbetweenthe storytellingelements(which
themselvescutusingflashbacks)andthe performance elementswhichare analtogetherseparate
entitytoour mainnarrative.These are integratedthroughflashbacks.These flashbacksare filtered
so memories whichare notaspositive betweenthe coupleare shownthroughamonochrome filter.
Notonlydoesthiscross cuttingbetweenconceptualandperformance elementscreate ainvisible
boundarywhicheasilyandvisiblyseperatesthe twopartsof the videobutthiswas alsoused to
depictthe negative memoriesinaalternativelightsimilarto‘The 13 reasonswhy’. Onthe contrary,
momentsthatgraphicallydisplayedasbeingmore uplifting,romanticandintimate are shownin
colourgradedshotswhichemphasise the coloursgreentodisplay life andprosperitywithintheir
relationship.Inacouple of shots,a monochrome filterisdeployedbutthe onlythinginthe shotwith
possessescolouristhe male protagonist.Ihave done thistoillustrate the isolationhe feelsafteran
argumentwithhisgirlfriendandhowthishascreateda sense of hurtinhim. The variationof
desaturationandsaturationcomplementthe videonicelyandthese effectshelptoprovide alternate
layersof meaningfromisolationtoprosperity.Italsoprovidesamore filmicrepresentationof our
video,whichmakesitappearmore filmic. Bycuttingthe shotswiththe music,itcreatesthe illusion
of a controlledvideobythe male protagonistandconnotesthissense of remainingcalmamongst
the hurt and createsa false sense of strength,appearingstrongtothe outside butbreakingdownon
the inside.Somethingalotof audiencememberswillrelate too.

9. This editingtechnique,tohave only the male protagonist incolour, displaysthe isolationand loss
of love in the relationship.
Representationand Theory
In our musicvideo,Iwaskeentopresentthe instabilityinrelationshipsandthe contrastbetween
thistriumphantfulfilmentof beingwithanotherpersonandthe entrappedsense of losswhenoutof
it.My representationisone whichismultifacetedandcomplex,whichIthinkoffersamore
humanisticandrealisticinterpretationasoppose tothe blackandwhite simplisticofferedbyother
musicvideos.Mymusicvideotellsthe storythroughthe male’sperspective amongstthe heartbreak
whichleavesthe actions displayedbythe female underinvestigationbythe audience.Byadopting
Claude Levi-Strauss’theoryof binaryoppositesfromthe characterswithinthe relationship,itapplies
withthe ideathat oppositesattractbutit alsoallowsme tochannel differentideologies.StuartHall
explainshowsome ideascanbe negotiatedandmisunderstood,myfemaleprotagonist’s
perspective isradicallydifferentandaltersthroughoutthe videoasshe transitionsfrominlove to
indifferentandhermindsetandintentions are radicallydifferenttothe males.Aspreviouslystated,I
wantedtosubvertthe femme fatale model of female representationandwantedhertobe equal.
Thisrepresentationallowsthattocome to fruition. Itisa contemporaryrepresentationand
somethingwhichdistinguishesourvideoinamore unique andrevolutionarywaytothe
mainstream.Itimpliesthatfemaleshave agreaterstrengthtoaccomplishequalityandisa rejection
to stereotypeswhichisstrongIthink. Thisrepresentationisnotonlyprogressivebutchallengesthe
social normin a mannerinwhichthe mainstreamsimplyconformtoo.Thisrepresentationis
designedtogive strengthtofemalesandpresentsaworldof equality.Furthermore,the
representationof youngpeopleandthislinksexplicitlytothe ideaandtheoryof Bakhtinand the
unfinalisedself,thisshowshowsometimesthe formationof the self isbornthroughthe hurtand
rejection.Thisishowself contentmentiscreated fromaperiodof disappointment.Mymusicvideo
conforms to the ideasof AndrewGoodwin’stheoryof musicvideos.Firstly,the conceptual and
performance elementscombinetoallow thisideaof starimage and brandidentitytoseepintoour
musicvideoandreinforce abrandto the audience.Thismakesthe videomore authenticandoriginal
and will aide howourartistisviewedwhichiswhyIconsidereditvital tomix bothnarrative and
artistintoone video.Byusingclose up’s,thisbrandidentityisbecomingformedandpresentsour
artistin a much warmerlight.Starimage or personaisdevelopedovertime.The relationship
betweenthe lyricsandmusicisalsoapparent.Uponthe line ‘holdme stronger’,ashotof the couple
holdinghandsisseentocreate a distinctandobviousrelationshipbetween the visual aspectsand
lyrical aspects.Genre characteristicsare displayedthroughthe differentbranchesof production
processand bycomplyingwiththe conventions,itclearlywatermarksthe video.Genre iscrucial to

10. any musicvideoasa lack of genre woulddrasticallydecreasethe exposure andhow itrelatestoany
sort of audience.