media

1. QUESTION 1
In what way does your
media product use,
develop or challenge
forms and conventions of
real media products

2. CAMERA:The beginning of the music video is an extreme close up and hand held camera positioning
of the rose which is symbolic and also foreshadows a sense of foreboding. The red rose is a
representation of love but the beginning of the video is the start of her decision making.
The rose holds the couple together as it is a symbol of affection but she doesn’t want it.
The music video also starts off with many jump cuts to show part of what has been
happening and what the main singer so trying to portray through her music. Most of the
music video is mid shot this is because most existing music videos are made this way and
look visually appealing as it all sets in well with other shots. The main model is the first to
enter into each location, a mid-shot was used in all three locations in the beginning. This
shows that this is about her and what she wants. The model looking directly at the camera
in the studio is used so she can tell her story to the audience and this is used so they both
can connect this is postmodernism as it breaks the fourth wall between the singer and the
audience. The house had a mixture of long shots and shot reverse shot and close ups of
the model and the cuts are coordinated with the beat of the song which explains the
change of scenery in every cut. In oxford street there was long shots used on both models
and there were shots of them walking towards the camera and away this could represent
their relationship through the idea of coming back and forth to each other. The ending of
the video is the model walking away from the camera capturing the lower part of her body.
This shows that she’s walking away from what she had and is starting something new.

3. Long shots:
This shot type was used mainly in the house and in oxford street. This was
used to show their surroundings. This shot was also used to show the model
walking away or to the camera so it seems like the model is travelling to the
person they are meeting up with.
Hand-held camera:
I used this technique to film the rose and the two models entering the room at
the house. Nearly all the shots were filmed using a tripod and using this
technique would have created a more different look to the other shots. this way
it looks like There’s a bit more movement in the video. Many of the music
videos by drake have a lot of movement in them and that’s what I was going
for. Hand held connotes emphasis the close relationships between the artist
and the audience seeing it from their eyes.
Eye level:
This was used to allow the models to connect with the audience and give a feel
to the music video as if they were telling their side of the story to the audience.

4. INSPIRATION:
• Kiss Daniel – Mama: from this music video I liked the beginning
where it shows what has happened with the female model because it
almost sets a scene for what’s going to happen after and that is what
the song is about. I’ve used this technique in my music video by
setting the scene of the two models together in the house and
whatever happens there will be the outcome of what happens
throughout the whole music video.
• Beyoncé – Dance for you: although this music video is mainly
performance based some of the shots used in the music video gave
me an idea of what I want to use. Nearer to the end of her music
video I’ve used the idea of the camera capturing her legs walking
away from the camera in heels and this was used in my video to end
the song.

5. EDITING
Cutting rate: my music video is more narrative based so I kept the cutting rate mixed
so there’s a story being told throughout the music video. The cutting rate in my video
is quite fast which tells the story better. I planned out the music video by looking at
each line of the song and using our imagination and how we see it taking place. This
helped because the music video itself seems more narrative based which helps us with
ideas. The cutting rate depends on the beat of the song. Every time it hits a beat
there’s a cut and this is shown in the beginning mainly and middle.
Split screen: This technique was used for a part of the song where both the singers are
talking singing to each other. We planned to have both the models on the phone
outside and have a split screen of the two so we can see both facial expressions
because of how the lyrics are it would be interesting for the audience to see the
models expressions. Not many music videos have this which makes mine different
from others.
fade: most used as it gives a smooth transitions between clips and adds a professional
feel to the music video.
Slow motion: some shots looked better in slow motion. The shout of the two models in
the studio having a laugh was put in slow motion to express their emotions to one and
another.

6. MISE-EN-SCENE:
Model: my music video consisted of two models, one female and one male. Both the models appeared in all
three scenes. The female model played the role of Kiana and the male was played as Drake. Both the models
used are media students also one of the models studies drama which was helpful for the bedroom scene when
the couple were arguing. This made it look more realistic.
Clothing: the clothing has been kept very simple because its more narrative we wanted to make it look almost
as real as any other persons life would be. Having the female model dressed up will make the audience look at
what she’s wearing or how her make up is rather than concentrating on the story behind the song. We
intrusted the model to wear minimal make up as it will grab less attention on that and more on the song. The
model was instructed to wear dull/neutral clothing as a representation of her emotions and mood.
Setting: we had used three different location for the music video which shows a part of the story and their
relationship. The house: this is the beginning of the music video where it introduces both the models.
Studio: both the models are sat in the studio but not together. The female is telling her story and the male
says his part too. You see snippets of both models having a laugh, we put those in to show how things were
back then when they were together and them walking away from each other is them going their separate ways.
Oxford street: last scene where both the models on the phone to each other (split screen) the female model
walks off in heels which shows that she’s fierce and independent and she can make decisions for herself and
doesn’t need a male to be by her side to succeed.
Lighting: the lighting used in the music video is artificial lighting mostly in the studio and the house. The light
helped bring out the expressions clearly. The lighting outdoors was natural lighting.

7. PROPS:
Red rose: red rose symbolises love but the rose also
foreshadows a sense of foreboding. It is the beginning
of something new.
Mobile phone: this device is used for communication
between the two models.

8. PRINT PRODUCT:

9. I was inspired by three case studies while creating my print product. These are the
case studies I looked at:
• The Weeknd- beauty behind the madness
• Adele- 21
• Kiana Lede- Christmas
Front cover: for the front cover I was inspired mostly by Adeles album cover. I like the
idea of an extreme close up so you can see their emotions clearly through the image.
The house style of my print product is black and grey and blush pink.
Back cover: I used a long shot of the model but placed it in a more visually appealing
way. I made it look like a mid shot and the layout worked well with each other,
assembled well. The idea behind her turning to the side in both images it to show that
she’s trying to hide her emotions from the audience which will grab their attention
more (reverse psychology). The house style is shown throughout to keep it consistant.
Inside cover: the image of the model I looking directly at the camera to the audience
and looking quite emotionless which is how she’s feeling.

10. Spine: The spine I kept simple and follows the black and grey theme. Less is
more and the more simple it looks the more visually appealing it is and a
better outcome of the product.
Magazine advert: The advert follows all the conventions of the CD cover so
they’re in one whole category and there’s a sense of belonging shown. I
added social media links and I aligned them in a way where it looks neat and
not all over the place. I wanted it to have a more professional look.
Lettering: the fonts used in the magazine and CD cover were kept the same to
have the consistency flow throughout.
Branding:
•Barcode- available to purchase in store.
•Record label- who has right to the song along with the artist
Websites and links have been placed here for as a source for getting more
views.

11. THEORY
Roland Barthes is one of the most important structuralist theorists. He states that narrative
works with five different codes which activate the reader to make sense of it. These codes
are action codes and enigma codes. Action codes give information and enigma codes
withhold information.
The use of an action code was used in the beginning of my music video which was a rose.
The audience would automatically think that it’s about love because a rose is a classic
representation of a love. However, this is where the enigma code comes in with an argument
after that scene and this is used so that it raises the audiences interest and delays the
story’s ending, these codes are pleasurable. As a whole, our music video is a narrative
because it has both types of codes because the audience gets pleasure both from knowing
and being restricted in their understanding.
Goodwin explains his theory by identifying common conventions within music videos. Our
music video links with our lyrics and this creates a mood. He states visuals are commonly
repeated within a chorus to emphasise the repetition of the lyrics and this is shown in my
music video, the female singer is trying to get her message across about her new change
throughout the song. Cutting rhythm is to cut the shot to where the beats are. This is used
in my music video especially in the beginning, either slowed down or made faster to fit the
timing of the beat. In our music video we didn’t include voyeuristic angles of the female, I
deliberately went against objectification because women aren’t objects they are people.