The document discusses how media products use, develop, and challenge conventions and forms. It provides several examples of conventions used in music videos, including close-up shots to emphasize artists, expressive editing to match the pace and emotion of music, and layering shots to create distortion. Lighting is discussed as being used to portray the artist in a certain way. Symbolic color conventions are described as representing mood. The author's own music video and packaging are said to follow conventions of the synth pop genre through their visuals, designs, and references to other artists' successful examples.

1. In what ways does your media product
use, develop or challenge forms and
conventions of real media products!?
Edie Martin

2. Forms and conventions
Media comes in a format that we recognize; like a list of
ingredients, or a set of clues. So, if you see horses, a desert,
some cowboys and tumbleweed, you know your watching a
western. Forms and conventions our codes that identify what
type of media format or text you our viewing.

3. Camera- Close Up
Close ups and ECUs help to build recognition of artists (build star image), and also to emphasize
link with music and lyrics (show singer’s face/mouth singing, guitarist's fingers etc.
Tove Lo is an artist that has lots of close-up shots involved in her own music videos, such as her
top hit Stay High- the close ups in her music video our to emphasize the lifestyle she leads- such
as a close up shot of her drinking aspirin- shows she had a wild night previously.
Tove Los music video Tessellate- My own music video
In our own music video Tessellate we have used close up shots similar to the way in which Tove
Lo used hers, we filmed our star Zell under close ups to emphasize her beauty, power and
passion.

4. Editing- Expressive
• Expressive editing fits with our genre very well, many other synth pop artists use
this technical technique to help mimic live performance, match the pace of the
song to emphasis tempo and emotion of music, cut to the beat to emphasize the
beat of the track. Discontinuity editing, such as jump cuts fast/slow motion,
overlaid shots, frames within frames, etc these can be used to express meaning.
• Beyoncé is an artists that used this technique highly: below is a link of her video
were she uses the technique effectively: Between 0.00 and 0.24.
https://www.youtube.com/watch?v=ViwtNLUqkMY
Throughout our entire video we used expressive editing to fir our lip-sync,
chorography and creative elements in a chronological order without confusion.
Below is a link to my music video where you can see this technique used.
https://www.youtube.com/watch?v=N46EzRTbykQ

5. Editing
• The editing conventions I am focusing on this time is Layering, layering is a technique which
involves different shots layered together to create one, it gives the effect of distortion which Is
highly effective.
• An artist which used this technique in one of her videos is Ellie Golding in her music video
“goodness gracious” It comes across effectively in her video.
• Ellies video My own music video
• Due to Ellies success in creating a distorted atmosphere, we decided this technique would create
the perfect visual aspect for our song and it would fit in with our other visuals correctly and create
a sense of distortion which is what we wanted.

6. Lighting- back cast
• Artificial lighting is extremely common and often used to give the artist a glow of
perfection ( clear skin, glow etc)
• Can help create a tone or atmosphere- dark and dangerous, or bright, safe and
unthreatening.
• Lighting is used in many music videos and media products such as tv shows and in
films. Its used to display the character or star image a certain way.
• Lighting was used massively in our music video creating a soft vibe yet a powerful
star image, giving flawless skin and a flattering even tone to the face and body.
Personally I believe lighting is what brought all our ideas to life.

7. Symbolic conventions
Colour is the generic symbolic convention I have chosen. Colour can represent the
mood of the artists- for example bright colors generally have a feel good vibe.
Our music video remained dark and dingy to give a sexy approach yet had bursts of
colour to fit with our genre.

8. Digi Pak
• The overall look of our digi pak is very synthesized which fits in perfectly
with out genre. We followed all the format rules with our digi pak having
the binding the correct measurements, track listings and the artists name
on the front. Our designs were very graphic yet slightly distorted. We stuck
to the colour scheme of our video and our outcome was highly successful.

9. Website
• The website took a lot of care and thought, after researching in to many
other artists websites under the synth pop genre. We knew what
conventions we has to stick by in order to keep our genre clear and for all
3 of our media products to link together. Sticking with clear bold fonts to
make the website easy to use. Adding hints of our colour scheme such as
pinks and purples. Our website contained professional images of our star
image as well as looking clean modern and feminine. We used Ellie
Gouldings website as a template for ours due to it being very aesthetically
similar to what we wanted.