Question 1

In what ways does your media product use, develop or challenge forms and conventions

of real media products?

Well first of all, we researched the initial genre of Electro House and watched some videos and analysed it to see some conventions which appear frequently and what we could take from them. Electro House genre is a very energetic genre which consists of fast beats and loud bass drops. The following things is what I noticed in the music videos I watched and analysed.

What I think we attempted to challenge is the plot itself. In most videos there is no story, just random montages of people having fun. Although we did include that we also tried to make a story. In our music video we didn’t just have one story, we followed 3 characters and their lives and how each ones action affects the other. For example, ildiko the girl being taught by the gym trainer is in love with him. The gym trainer’s best friend is in love with her and Lorenzo the gym trainer is in love with his best friend, it all follows a path to destruction.

The location used in the music videos is very exotic. Usually beaches or festivals. They always try and connote freedom to the audience. Which is why me and my partner chose similar locations using the same convention. The first location we used is a school and a gym which is where the characters met. When the girl fantasises about the gym trainer she goes to Spain. We chose this location because it represents love and it’s a

very free and exotic country which may appeal to our target audience. Our 4th location we used is a festival called Balaton Sound in Hungary. A festival has many connotations and the most important one is the freedom and the genre of music that they play at festivals is mainly electro house genres which relates to our song.

We also made sure to include some theories and the most frequent one in my opinion is Laura Mulvey’s male gaze theory. Many of the music videos tend to use woman as the main attraction, usually in their bikinis due to the heat. Since the target audience is mainly men this technique is very effective as it allows the men to enjoy the video as well as the song. In our video we made sure to make the girl as sexy and appealing to look at by our target audience, which is why we used shots of her in her bikini in Spain or gym clothes while in the gym.

The camera shots were also vital. We used the same convention of the genre and used close ups, POV shots and long shots. Why I think these shots are very effective is because in this type of genre you want your audience to be as close to the action as possible which is why POV (Point of View) shots are so effective. Close ups are also as effective as it allows the audience to see the characters emotions and relate to them. Lastly long shots are also important as it portrays the scenery and gives the audience a moment to take it all in and wish they were there.

Lastly, the editing always has fast shots which allow the audience to feel like so much is happening and that they are having so much fun. We stuck to this tradition and used a lot of fast cuts which cut to the beat

allowing for fast and smooth transitions allowing the audience to have a nice experience.,