In what ways does your media product use, develop

or challenge forms and conventions of real media

products?

The typical forms and conventions of the genre of alternative rock music videos is narrative and live performances. To challenge these forms and conventions to make my music video stand out I decided to base it on a narrative rather than performance. However, I have used miming in the music video so there is an element of performance to contrast with the narrative which also makes the video interesting to watch.

By challenging forms and conventions I believe I have created something new which is rare to see. This will get more attention from the audience than the typical music video which stick to forms and conventions

At the beginning of the year we researched Goodwin’s theory of six, and without realising I have discovered that my music video fits into 5 out of the 6 points Goodwin makes about what every music video seems to include.

Music videos demonstrate genre characteristics.The genre characteristics that Goodwin is meaning for example, pop music include dance routines, and heavy metal bands include live performances. My music video does demonstrate genre characteristics as the genre alternative rock is shown through performance and narrative aspects of the video.

There is a relationship between lyrics and visuals.The lyrics and visuals are usually demonstrated in a narrative music video which my music video is, therefore my music video demonstrates a relationship between lyrics and visuals. This gives the audience a meaning to watch the music video from start to finish to understand the narrative.

There is a relationship between music and visuals.For example, the cuts between shots are on the beats of the music. My music video demonstrates the relationship between music and visuals as I continuously cut the shots on the beats. In the middle of the music, there is a fast paced beat, therefore I found it necessary to cut the shot on the beat so it made an interesting section whilst demonstrating the relationship between music and visuals.

The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work.I have definitely used a lot of close ups of the artist to show a connection between the artist and the audience and especially when I’ve used a close up with eye contact.

There is frequently reference to notion of looking and particularly voyeuristic treatment of the female body.I have used reference to looking through the continuity editing, as I used many panning shots and cut it so the shot stutters therefore creates a reference to movement. The female I put in a dress and therefore looked ‘sexy’ like Laura Mulvey’s theory of seen through the males prospective.

There is often intertextual reference.This is the only one of Goodwin’s theory of six I didn’t not use. I gathered inspiration from other music videos, however, more editing and camera shots than what it features therefore it wasn’t intertexuality I used.

With the music video I have used a lot of fades which contrast with the music. Although the song has a fast tempo at times I still use fades to create an interesting video which is still easy to watch. The faded editing is challenging the forms and conventions of real music videos so my music video stands out from the rest.

However, after watching One Direction’s ‘That’s what makes you beautiful’ I saw a lot of edited fades which contrast with the fast tempo music. This makes the video stand out and I believe it looks effective and new. There is a difference between the music video I created and One Direction’s video as mine is the rock genre whilst theirs is pop.

My music video uses lots of fades like this video and it still looks effective and links in with the narrative. I believe the fades help towards the story telling.

I used dark clothing for the male which is using the forms and conventions of real alternative rock media products. This draws the attention of the alternative rock audience as it is what they are used to seeing from an alternative rock artist.

The female costumes stick to the forms and conventions of real alternative rock media products. As Laura Mulvey’s theory proves that the forms and conventions of female costumes is very little and sexy as “everyone is viewed through a male perspective”. Therefore, a short dress would please male and female viewers and the fact a female is featured in the video sticks to the forms and conventions of real music videos, again, because of Laura Mulvey’s theory.

With costuming, I decided I will stick to the forms and conventions of real media products by choosing costumes which are the genre of alternative rock so the audience can relate to the characters more. The costumes where also chosen b the audience so the had a sa in what alternative rock was to them.

My digi pack does challenge forms and conventions in the images. I used close ups on each the front and back cover of the digi pack which does challenge the forms and conventions of digi packs as the typical digi pack has a close up to mid-shot on the front and a long shot or design on the back.

This digi pack of MGMT has a mid shot of the artists on the front and a long shot on the back which is a typical digi pack. However, using the images I have used creates interest and with the lighting I used for the back cover it stands out as different.

The inside of the digi pack definitely challenge forms and conventions of real digi packs as the images I have chose are busy and bold. In the image to the right of real digi packs we see the inside is simple and not as bold as the image is used.

I used forms and conventions when creating my website. I stuck with the layout where there are columns to layout the home page with a banner at the top of the home page to state the artist himself.

When I researched ‘The Script’s’ website and ‘Coldplay’s’ website I saw the forms and conventions and tried to stick with them to create a website the audience will know how to use easy, using columns, links, pages and images to feature on the website. The website I created does not challenge the forms and conventions of real media websites therefore the audience will understand it easier.

In some ways I have used forms and conventions of real media products and in other ways I haven’t used forms and conventions of real media products. However, the way I have used and challenged forms and conventions of real media products keeps m product original but still focusing on some forms and conventions for the audience to notice what the product is. If I challenged all or the majority of forms and conventions of real media products then the audience would not recognise m media products as easy. The forms and conventions distinguish the media products as there own.