Evaluation Question 1: In What Ways Does Your

Media Product Use, Develop Or Challenge Forms

And Conventions Of Real Media Products?

SECTION 1 MUSIC VIDEO

Genre Characteristics In Aspects Of

Mise En Scene
Goodwin has a theory about genre characteristics and that music videos create
these characteristics which audiences relate to. The genre of my production is
pop/indie/alternative.
The locations used are not generic. However, I used the locations to highlight
the isolation of the driver. A convention of literature and film is that specific
locations reflect inner turmoil of a character. An example if from the film The
Piano. The character is helpless and with then location used, reinforces the
sense of misery and isolation.
The costume that the two characters wear in my music video are high street
fashion which is a genre characteristic because it is predominantly
teenage/young adult dominated so wearing similar trends and fashions will help
boost likeability.
There were many props and objects used to keep the audience interpreting what
they think the message of the music video is. The use of the ambulance and the
males car gives the audience a chance to interpret the video.
There was ambient lighting used in this music video as the shots are all in
exterior locations in order to inject the mise-en-scene with reality. For example a
busy road, ambulance sirens, the odd hitchhiker are familiar to a British
audience. These are characteristics as the music made is pure, so the music
video also will be pure, without artificial lighting.
We used the convention of story telling i.e. a concept music video which
amplifies aspects of the lyrics (Goodwin) for example in my production the lyric
betrayed is heard near the end when the girl is holding up the placard with the
word betrayal written on it.
The length of the music video is as long as the track and with innovative story
telling about guilt and remorse (an emotion audiences will and identify with will
strongly promote the artist).

The Piano He
chopped it off
scene

Narrative Structure
My production Summer Song has a story line which is
punctuated with flashbacks to provide the part of story of why
this girl is always in his head. The themes of this is betrayal. The
use of mystery with that haunting of her presence is used to
intensify the drama of the story.
One could say that the use of flashbacks tends to inject a film
with binary opposites with contrasting representations of the
past and real time.
The way in which the flashbacks were used made it clear to the
audience that this was the case. This was done through the use
if dip to whites in between flashbacks and then the flashbacks
were all in black and white so it is using conventions of real
media products. This can also be seen as a binary opposite
according to strauss because there is a clear distinction between
the past contrasted to the present. This is also suggesting
illusion because of the mystery involved with the narrative.
Flashbacks were used to reinforce the theme of betrayal; the
notion that the driver of the car is haunted by guilt.
Complex narratives with quick cuts from one reality to another is
a convention of music videos, for example in Long Road To Ruin
by Foo Fighters shows flashbacks used explicitly to show themes
of love and loss.

Representation

Feminists believe we are living in male patriarchy and women are

oppressed by this. It can be interpreted that male dominance is asserted
as even though the female is in his mind, in reality, he has attacked her,
whether it be intentional or not as is the dominant character in this
reality. However, the use of the female dominating the music video can
suggest that hegemony (Gramsci) is being slowly overcome so this
could be another interpretation with a message to hegemony which is
being challenged and reinforced. It can be interpreted in both ways.
Goodwins notion of looking is a theory which suggests that the male
gender looks upon females in a sexual way. The use of voyeurism is a
convention use in many music genres in a contemporary society so it is
also used in my production. There was emphasis put on the red lips
because it is eye catching to male and it allows access for males to
stare at the females face. The idea was seen in a music video by
EchoSmith called Come Together where the female (a similar age to
the female in my music video) wore red lip stick which stood out.
The audiences can relate to the texts according to Lacan. Due to this,
they can identify with representations of aspects of themselves with the
lyrics and artists. With specific groups this is important because it gives
a sense of belonging and having a collective identity. The target
audience for my production is teenagers and young adults so they will
be able to relate to the actors as theyre of a similar age so the costume
and issues they face can have connections. This can enforce the
audience to interact more within the music video and show emotions
upon it, showing they have identified themselves with it.

Representation
Mulveys theory of the gaze can apply in my production
because it has regards to the objectification of women
and shows voyeuristic treatment with the use of the lip
stick on the females face to grab male attention such as
the image of Rihanna (right). Instead, my music video
challenges the costume and over all provocative
representations as women as sexual objects in music
videos. My music video represents the female as an
ordinary girl who the audience can identify with. Thus
she is more like the representation of Sinead OConnor
in Nothing Compares To You though here the artist is
represented as androgynous whilst my representation is
more feminine but nonetheless powerful.
Unstable relationships are a contemporary issue with
many divorces and break ups increasing. This could be
an interpretation of my music video which can relate to
Eminem ft. Rihanna Love The Way You Lie which
provides a violent and unstable relationship where
audiences are able to again, identify themselves with
the text.

These two are more

similar than Rihannas
representation

Recurring Motifs
My music video production has recurring
and distinctive visual signifiers (Goodwin).
And example of this is the recurring
images of water such as the river which is
repeated, along with the puddle shot. The
same costumes are worn by each
character for the benefit of the fashions
of my target audience, and also to have
continuity which establishes a more
professional finish. More recurring motifs
are the use of the shots where it seems
that the female is in the males head, and
the repeat shots of the sirens increases
the impact from the narrative. The use of
the girl with the placard which is accusing
the driver, thus playing on his guilt.

Intertextual References
Katie Wales suggests that genre is an intertextual concept so references to
texts which inspired my ideas are important. This can be seen in the music
video Africa Shox by Left Field which was the first case study I did. I was
inspired by this music video as I wanted to have aspects of the male being
confused and dazed, also the male being blamed or vulnerable in the music
video.
John Hartley says we need to understand genre as a property of relations
between texts in his theory which is saying that intertextuality is important
and must be understood as it is what a genre is.
Eminem ft. Rihanna love the way you lie has aspects in the representation to
suggest intertextual references between this and my music video. Voyeurism
is a factor in both which is one of Goodwins theories and the male is seen to
be the dominant one, however, the aftermath can change this interpretation.
Tony Thwaites et al says each text is influenced by the generic rules in the
way it is put together and are reinforced again backing up the use of
intertextuality as a vital part of a genre of music.
Another music video which has intertextual references are Foo Fighters long
road to ruin with the use of narrative as they are using flashbacks in
significance parts of their memories which are relating closely to the
narrative.
Katy Perry the one that got away shows the use of binary opposites
(Strauss) from old to young which connotes the differences between them for
an effective music video, contrasting to the lyrics (another one of Goodwins
theories lyrics to visuals). In my music video, the male seems to be in the
present time, whereas the female is seen to be in the past with the use of
flashbacks which shows the use of binary opposites explicitly.

SECTION 2 PRINT
PRODUCTIONS

Digipak Layout
For my digipak, I chose to use the generic conventions of the CD
layout by using the classic 4 panel case, so the audiences are able
identify themselves with the product in question. I opted to use
similar images from which were used in my music video so that there
was a clear message being sent out to the audiences. Another reason
I used 4 panels is because the band are here to be promoted as
theyre currently unsigned so using the classic case, it allows them to
be more mainstream in contemporary societies.
For my first panel, I decided to keep with the same themes of the
female being vulnerable and taking a shot from my music video with
the placard, I replaced the betrayal sign with the name of the band
and album Scarlett Parade. The reason I have made Scarlett Parade
the album name is because using the band name in debut albums is
commonly used. Examples come from various artists such as Taylor
Swift and The Beatles. The use of the red colour of the females hair
suggests the scarlet type colour and also using green makes the
black and white image have more of an attraction to it, rather than
have it plain.
My second and third panels are the same image which has been
flipped to have the shots synchronised and links to the narrative of
the male feeling isolated. This is using conventions in a digipak so the
middle two panels relate to one another
My fourth panel is similar to my front panel as the shot is in black and
white, again with the scarlet red on the females hair. The track list
has been done as research shows that some modern albums use this
technique and the barcode and production company has been placed
at the bottom of the panel because its mainly placed there in the
corner. An example is of Ed Sheerans digipak which uses the
standard 4 panel layout and uses colour alterations.

Digipak
screenshots
Panel 3
Panel 2

Panel 1

Panel 4

Magazine Advert
I have used the conventional layout of my magazine advert for the
marketing release of a new album. The title of the band Scarlett
Parade is in a clear, white font and in capitals which is a commonly
used in posters to market albums. This is so the audiences can
quickly identify themselves with the band so they know who they
are looking at. It will be the first piece of text they look at because
its the only white text and it fills the top of the poster.
Putting a release date is another convention used so that interested
demographic know when they are able to purchase this album
which will increase the knowledge of people so they dont miss out.
Ratings and reviews are essential in a poster in order for audiences
to do a little research on who has reviewed which can encourage
more sales and a bigger hype overall for the album.
Adding in social media at the bottom such as Facebook and Twitter
is another method of promotion which is free to obtain. Many
younger generations are using social media in one way or another
so it is essential that these are added to the poster in order to gain
a greater fan base and interact personally to the interested
audiences.
An example and reference to a magazine advert is the Arctic
Monkeys. They use a white font at the top of the magazine
advertisement. All the information provided on this has all the
essentials for audiences to recognise and buy the product, which
mine also has, thus using the conventions of a magazine advert to
advertise my product.