The document compares the creator's music video to Goodwin's theory of pop video conventions. It finds the creator's video incorporated some conventions such as: dressing the artist in popular clothing; using extras smiling and having fun; and high key lighting. However, it limited extras and smiles due to budget. It used both illustrative and contradictory visuals to lyrics, and lighting/cuts reflected the music. Close-ups focused on the artist to create recognition. Unlike some videos, it did not sexualize or reference other works, instead focusing on a relatable situation for a young female audience.

1. Question 1: Music Video
In what ways does your media product
use, develop or challenge forms and
conventions of real media products?
To evaluate the extent to which I used or challenged codes and conventions of
pop videos, I will compare my findings and my video using Goodwin’s theory

2. Goodwin Theorised:
1. Music videos show genre characteristics
3/3 videos incorporated popular clothing
2/3 incorporated lots of extras smiling and having fun
3/3 incorporated high key lighting
To reflect the genre characteristics I dressed the artist in clothing that is
currently popular, avoiding brand names as this will engage the audience as a
relatable product, as well as presenting her as an individual.
Also I incorporated some extras - however this number was limited as we were
working with little to no budget and also very limited time to coordinate any
extras in, the extras are exhibited smiling at some points but for the purpose of
the videos plot, they were not often smiling.
We used high key lighting where possible so as to fulfill the conventions of the
pop genre, the weather usually tuned bad on shoot days despite the forecast

3. 2. There is a relationship between lyrics and visuals
1/3 incorporated both illustrative & contradictory visuals
1/3 incorporated illustrative visuals
1/3 involves contradictory visuals
Overall I took the approach of Britney Spears' video and
incorporated both illustrative and contradicting visuals in relation to
the lyrics as I wanted the audience to follow the narrative along
with the lyrics however contradicting visuals engaged the audience
and kept them guessing.
E.g. “so you can do what you’re doing down there, cause I’ll be
flying higher”
At one point the lyrics are illustrative as the artist stands above the
mean girls, while at another point in the video the artist is
significantly below the mean girl.

4. 3. There is a relationship between music and visuals
3/3 relied on the beat of the song to push cuts
3/3 used lighting to reflect dynamics
3/3 used and illustrative relationship with the music
1/3 also used positioning of the artist and setting
I replicated the use of illustrative visuals in relation to the music as I
found it added to my viewing pleasure and it allowed me to enjoy the
music and the visuals in conjunction rather than having to keep up
with both separately.
E.g. The mean girls cross their legs in time with the lyrics, and the
beat of the song/ guitar riff is in time with the slap

5. 4. The demands of the record label will include the need for lots of
close ups of the artist (so as to sell the artist, and create recognition)
and the artist may develop motifs which recur across their work - The
artist may develop a certain visual style as a trademark.
3/3 were shot with close-ups throughout the video
1/3 is seen using her products in the video
The need for close ups was especially necessary in our video as we were
marketing a debut video, therefore needing to create recognition for the artist
and keep the focus on the artist throughout the video, similarly to what I learnt
from my research.

6. 5. There is frequently reference to notion of
looking (screens within screens or telescopes)
and particularly voyeuristic treatment of the
female body
2/3 are wearing provocative clothing
2/3 are shown in sexualised poses
I didn’t sexualise our artist whatsoever as the song is about not needing others
approval, "got your arse right out you" and the artist is critical of girls who
dress in this manner to impress others. Also sexualising the artist is
unnecessary as our core audience is that of a young females, and we want to
appeal to the audience through the video being more relatable rather than
through sexuality.

7. 6. There is often intertextuality - references to
films, TV programs and other music videos
I did not find any links to other works however
2/3 were inspired by relatable situations in
which the audience could relate to
Finally, I didn’t refer to other works within my product as I would like
to keep the focus our the artist. However, similarly to two of the
videos I have researched, I instead based the video around a
situation which is deemed relatable to a young female audience.
E.g. the attempt to fit in with peers, and the struggle to find ones
identity.