Media Evaluation - Post 1 In what ways

does your media product use, develop or challenge forms and conventions of real media products?George Picton-Clark

Music VideoThe music video I have produced is a very abstract narrative. It is a visual representation which consists of conventions applied from other videos which fit into the genre I made the music video for. However, as well as conforming to standards of the genre, it arguably challenges some as well. I have ensured that the challenging aspects of the video have been made evident, as well as the conventions. These conventions work together to help create a story which is interpreted by the audience in whatever way they choose to. In my initial research into the genre, I analysed different music videos which applied, these varying from “Brooke Candy’s” - “A Study in Duality” to “Genesis” by “Grimes”. Both fitting into the genre, Brooke Candy’s video included the validity of John Hartley’s cultural theory in genre, as well as Levi-Strauss’ binary opposition theory which challenges opposites. A theory that I took into consideration whilst producing my product. John Hartley’s theory also helped (cont.)

Music VideoTo show that the text doesn’t have to adhere to conventions of their genre. They change on the vision the director has. I decided to challenge this in my genre, the genre of trance is a very male dominated genre. In my music video I decided to incorporate the use of only female characters in my music video, the female characters are not represented to fit into the ideology of female characters in music videos, however they challenge this concept as they themselves show strength and compassion when fighting for a cause, be it physically or mentally, an idea that stems from Hilary Radner’s psychofemme theory. I used the song ‘Skin’ by ‘Grimes’ which was released in 2010 through 4AD Records, it fits into a melancholy Trance and Alternative genre. Throughout the course of my advanced portfolio, I have produced the material for my music video and ancillary texts on various applications, such as Powerpoint, Pixlr, Word, iMovie and Photoshop. I have then used ‘Blogger’ to display all of my work in a chronological format.

Digipak and PosterI produced a digipak and a promotional magazine poster for my project, the sole purpose of this is to promote the artist, be it via social media or in stores. Including generic conventions of a promotional poster such as a QR scanning code, social media websites and links as well as release dates so people would be able to recognise when it will be available to the public. Due to my genre of trance being very colourful and vivid, I accentuated this in the production of my poster using a 3D looking background featuring iridescent and vibrant colours. The use of colour within the genre of trance is usually shown to converge different emotions which are featured throughout the songs. However, I still used a picture of my artist in the promotional poster to give her recognition. I also used a double image of her, to perhaps show the result of confusion, ‘Ekstasi’ sounds like the drug ‘Ecstasy’ perhaps suggesting a drug effect on the audience who are viewing the poster. Although the artist is featured, she doesn’t conform to any standards of being exposed to theories such as ‘The Male Gaze’ it is just a simple photograph.

Music VideoReferences to drug effects on the audience can be interpreted from ‘Brooke Candy’s’ - ‘A Study in Duality’ the repeated use of vivid transitionary effects repeated after each other simultaneously, these images are also quite psychedelic as some of them are quite difficult to interpret without focusing on it in detail. The transitions between are shown to have this effect as well as the digital effects building up to specific points, this is something I implemented in my own video, in the form of movement between different sections, in the shape of flashing white lights. However, in my music video, females aren’t objectified, I researched theorists such as McRobbie and Hilary Radner to include their theories such as the ‘Psychofemme’ and ‘Post-Feminist Icon’ to show the empowerment for the women in the video, this is something that perhaps challenges the realistic ideologies in modern day music videos, as a lot of the time females are used as objects, for example, in another trance for ‘Bullit’ by ‘Watermat’ where the females are objectified to Laura Mulvey’s Male Gaze by their outfits and the camera shots which accentuate their bodies.

Music VideoWhilst editing my music video, I tried including as many generic conventions of the genre as possible. Varying from transitionary effects which overlapped certain themes. I also decided to follow the main conventions of trance genres showing how the video changes at certain aspects with the conflict of different emotions. Many trance videos feature abstract or narrative storylines, instead of being performed directly by an artist. For example this idea comes from particular videos such as “A Study in Duality” by “Brooke Candy” as well as “Genesis” by “Grimes”. It helps to create a more mystical and intriguing viewing for the audience who will then question the story, perhaps making them view it more, instead of just being a generic performance video. Other conventions included were flashing transitions which make it look like a strobe light, something prevalent within the genre to highlight specific emotions in the song.