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Q1. In what ways does your media
products use, develop or challenge
   forms and conventions of real
         media products?
Costume
To some extent I have developed the traditional costume for
an artist of the acoustic genre as I have chosen to dress my
performer in some forms of androgynous clothing. For
example my performers coat and jumper are unisex items
and therefore do not hold any specifically female
connotations. This is not usually the case when looking at
pop culture, female artists are often overly represented as
female through the focus on their bodies and small, tight
items of clothing. Although this is not necessarily applicable
to female artists of the acoustic genre they still somewhat
define their femininity through their costume choices of
feminine colours and cuts without being too revealing.


Furthermore my performer being in high street fashion allows
the audience to more easily identify with her. The artists
following of fashion can also make the audience look up to
her a style icon. Hairstyle is also important when looking at
costume in the video Billie’s hair is styled naturally which
reflects the tone and setting of the music video.
Acoustic/singer/songwriter genre                             Pop genre




                                   Examples of the
   Lucy Rose – Middle of the Bed       difference       Beyoncé – Naughty Girl
                                        between
                                   costumes in the
                                    acoustic genre
                                     and those of
                                   artists in the pop
                                      genre. Also
                                     supports how
                                      natural hair
   Lucy Rose – Middle of the Bed                        Beyoncé – Naughty Girl
                                   styling is used in
                                    acoustic genre
                                   video appose to
                                      pop videos




    Gabrielle Aplin – Panic Cord                        Katy Perry – California Girls
                                                                                        3
Location
A generic convention of the acoustic genre
when it comes to location is filming outside.
This is not the case for all music videos of
this genre however there are many which do
follow this convention. I have chosen the
plantation gardens as my location for it’s
magical and dream like feel which is what I
wanted to be associate with Kal as an artist.
Locations such as fields and the countryside
in general are often used in these types of
music video. Also the natural greens and
browns of the location fits with the organic
colours I have used throughout my
productions both music video and ancillary.
Benjamin Francis Leftwich - Shine




Ben Howard – Keep Your Head Up                              Ben Howard – Old Pine


                  Examples of outdoor locations in acoustic genre music
                                        videos                                      5
Editing
‘Music videos use a wide range of styles and   This quote taken from Wikipedia is an example of how I have
use a non-narrative approach. Many music
videos interpret images and scenes from the    used conventions when editing in my music video. Through
song's lyrics.’                                editing my footage I created a music video with a non-
                                               narrative, this is because I chose to create a performance
                                               based video rather than tell a story to the song. Furthermore
                                               I have interpreted the song’s lyrics to create a music video
                                               that reflects the meaning behind the lyrics, this links to
                                               Goodwin’s theory as I have created a loose link between the
                                               lyrics and visuals in my production. In order to make it
                                               personal for the audience to watch I decided to include mainly
                                               close up shots of my performer as this creates an intimate
                                               video where the audience feels the performer is speaking
                                               directly to them and this enables them to empathise with her
                                               more easily.

                                               As my song is very slow paced I edited my music video
                                               smoothly to have a large proportion of slow transitions and
                                               slow fades to keep with the tone and pace of the track.
                                               Because my video is slow paced I edited in a way which
                                               provides the audience with a variety of shots of my performer
                                               to bring energy to the video and track.
                                                                                                       6
Editing




    Gabrielle Aplin - Home                                   Gabrielle Aplin - Home



                 http://www.youtube.com/watch?v=1pLsb1YMsKE

This music video has many similarities to mine, the slow pace of this song is given
life through the editing of a variety of shots of the artist. It is also a non-narrative
 production based on the artist performing and directly singing to the audience, a
convention I used in my music video. Furthermore the many close up shots of the
 female artist face is a strong link between my music video and this one as I have
                           included many close up’s of Billie.
                                                                                           7
Props
I used the convention of an acoustic
guitar in my music video. This kind of
guitar is used in a large proportion of
music videos of the same genre. With the
focus of the genre being on talented
musicians it is a basic convention to have
an acoustic guitar featured in the video,
failing that a piano is often used however
I chose not to use a piano as from seeing
Kal perform live I know her strength is
playing the guitar.
Lucy Rose - Place




Example of acoustic guitar prop use in music videos of
               the same genre as Kal




               Ben Howard – Only Love
                                                         9
Performer
    In my music video I am using the generic
    convention of having the production based
    on the artist performing. This is common in a
    large proportion of music videos of the
    acoustic/singer songwriter genre. As they
    are often talented musicians as well as
    singers they showcase this through a
    performance based video.


    My music video challenges the traditional
    representation of women in the music
    industry. Rather than presenting my artist as
    a sexual object I have presented her in a
    respectable manor. This is common within
    the acoustic genre however when looking at
    pop culture it is clear that women are often
    objectified in music videos and are often
    seen to sell their body rather than their
    talent.
Lucy Rose - Place                                 Lucy Rose – Night Bus




      Screenshots examples of performance based music videos




                       Lucy Rose – All I’ve Got
                                                                          11
Beyoncé – Naughty Girl                         Nicki Minaj - Starships




Examples of pop performance videos supporting the sexual representations of women




       Rihanna – Rude Boy                              Jessie J - Domino




                                                                                    12
Representation of Women in the
       Music Industry
  Women are represented differently in all genres however the Hip Hop has
  the seemingly universal element through the majority of lyrics and videos
  is the objectification of women. They are treated as lesser than men
  through having them featured in music videos dancing around the male
  artists whilst they drool over them and the camera shoots the men from
  low angles empowering them and portraying their control over women.
  This is event in many Lil Wayne and Chris Brown music videos.

  This way in which they perceive women is not only controlling but also
  degrading. This representation of women as objects is not solely a trait of
  the hip hop genre but other genres too such as rock and pop. These
  representations warp audiences views about gender roles and the worth of
  women. This can me linked to the idea of the ‘Male Gaze.’ This explores
  the idea of women being shot as objects to be looked at. It argues that
  audiences are put in the viewing position of a heterosexual male and just
  accept the portrayal of women they are shown.


                                                                                13
Examples in Hip Hop
                                                                                      Shots from 50 Cent
                                                                                      – Candy Shop

                                                                                      Shows the
                                                                                      difference between
                                                                                      the portrayal of
                                                                                      male and female
                                                                                      characters


  Low angle shot of male artist         High angle shot of female extras
   portraying him as powerful           suggesting they are powerless
                                                                                      Shots from Kanye
                                                                                      West – Gold Digger

                                                                                      Shows the
                                                                                      objectification of
                                                                                      female extras

                                                                                        Example of objectifying lyrics


 Extremely sexual and objectifying       Another shot of the female body,             “Shawty wanna hump
shot of female’s breasts. Her face is   minimal clothing highlighting ‘assets’    You know I like to touch your
         hardly even shown                                                       lovely lady lumps” Lil Wayne -
                                                                                              Lollipop         14
Examples in Rock
                                                                                   Shots from Marilyn
                                                                                   Manson – Tainted
                                                                                   Love

                                                                                   These shots show
                                                                                   the difference
                                                                                   between men and
                                                                                   women in this rock
Woman is shown as an object to be       Low angle shot portraying the power        music video. These
           looked at                             of the male artist                images can be
                                                                                   linked to the theory
                                                                                   of the ‘Male Gaze’
                                                                                   – also links to
                                                                                   feminist view of
                                                                                   Laura Mulvey




 Example of objectification, showing   Showing the wrong message, especially to
  woman as a toy which males can        children as the objectifying of women is
      control and ‘play’ with             linked into children's stuffed animals
                                                                                                  15
Examples in Pop
                                                                                          Shots from two Pussy
                                                                                          Cat Dollz videos.

                                                                                          These demonstrate
                                                                                          representations of
                                                                                          females to please a
                                                                                          heterosexual male
                                                                                          audience and also
                                                                                          how young boys view
  Example of how the provocative dancing    Taken from ‘I Don't Need a Man' video         the women and how
    of a Pussy Cat Dollz video can effect    yet presenting themselves as sexual          this could effect them
            children's perception                     objects for men


                                                                                             Pussy Cat Dollz –
                                                                                             When I Grow Up

                                                                                            “When I was young
                                                                                             I wanted attention
                                                                                               And I promised
                                                                                              myself that I'd do
                                                                                                 anything”
Showing women as objects/toys for men to        Representation of Rihanna as a
     control in Justin Bieber - Baby           sexual object in ‘Umbrella’ video

                                                                  Self objectification through the lyrics   16
Ancillary product - Layout
I have developed the conventional layout
used in digipaks. Rather than create a 4
panel pack I chose to create my digipak with
6 panels. The 6 panel structure is used in the
industry however the more conventional and
widely used method is 4 panels.

I have used the generic convention in panel 1
                                                    6 panel digipak template
by having the artists name and face on the
front. This is mostly done in debut albums as
they are used to establish the artist and
introduce them to audiences.




                                                    4 panel digipak template
      Panel 1            Front panel real example
Ancillary product- Layout
                             The panels 2,4 and 5 of my ancillary product are in
                             some ways develops generic conventions of digipaks.
                             This is due to the ‘notion of looking’ a theory
                             constructed by Goodwin. This can also be linked to the
                             concept of Narcissism as through editing I have created
    Middle panels 2,4&5      the illusion that Billie is looking at herself and therefore
                             this relates to the story of Narcissus drowning from
                             being obsessed by his own reflection.

                             I have used the generic convention of a barcode and
                             track-list on my back panel (panel 6). This is used in
                             albums from various genres as it is an ideal form of
                             layout and allows audiences to easily locate the
                             information they are looking for.


Narcissus – looking at own
        reflection




                                                                                        18
                                        Panel 6             Back panel real example
Ancillary product- Layout of
         Magazine Advert
                  I have used the generic conventions of magazine adverts. I have
                  achieved this by having the artists name and album title at the
                  top of the advert. Another convention I have used is to include
                  text explaining the release date of the album. I have stuck to
                  using the generic conventions of layout and content of
                  magazine adverts as I am marketing a new artist meaning a
                  simple yet informative advert is best to establish the album.

                  A further convention I have used is the image of my
                  performer. These are often used so audiences can immediately
                  identify who the advert is marketing and again it is important
                  for the success and recognition of my new artist that audience
                  can easily identify her and understand that the advert is
                  advertising her debut album.
Magazine advert



                                                                                    19
Ancillary product- Layout of
      Magazine Advert




        Real examples of magazine adverts


                                            20

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Evaluation Q1

  • 1. Q1. In what ways does your media products use, develop or challenge forms and conventions of real media products?
  • 2. Costume To some extent I have developed the traditional costume for an artist of the acoustic genre as I have chosen to dress my performer in some forms of androgynous clothing. For example my performers coat and jumper are unisex items and therefore do not hold any specifically female connotations. This is not usually the case when looking at pop culture, female artists are often overly represented as female through the focus on their bodies and small, tight items of clothing. Although this is not necessarily applicable to female artists of the acoustic genre they still somewhat define their femininity through their costume choices of feminine colours and cuts without being too revealing. Furthermore my performer being in high street fashion allows the audience to more easily identify with her. The artists following of fashion can also make the audience look up to her a style icon. Hairstyle is also important when looking at costume in the video Billie’s hair is styled naturally which reflects the tone and setting of the music video.
  • 3. Acoustic/singer/songwriter genre Pop genre Examples of the Lucy Rose – Middle of the Bed difference Beyoncé – Naughty Girl between costumes in the acoustic genre and those of artists in the pop genre. Also supports how natural hair Lucy Rose – Middle of the Bed Beyoncé – Naughty Girl styling is used in acoustic genre video appose to pop videos Gabrielle Aplin – Panic Cord Katy Perry – California Girls 3
  • 4. Location A generic convention of the acoustic genre when it comes to location is filming outside. This is not the case for all music videos of this genre however there are many which do follow this convention. I have chosen the plantation gardens as my location for it’s magical and dream like feel which is what I wanted to be associate with Kal as an artist. Locations such as fields and the countryside in general are often used in these types of music video. Also the natural greens and browns of the location fits with the organic colours I have used throughout my productions both music video and ancillary.
  • 5. Benjamin Francis Leftwich - Shine Ben Howard – Keep Your Head Up Ben Howard – Old Pine Examples of outdoor locations in acoustic genre music videos 5
  • 6. Editing ‘Music videos use a wide range of styles and This quote taken from Wikipedia is an example of how I have use a non-narrative approach. Many music videos interpret images and scenes from the used conventions when editing in my music video. Through song's lyrics.’ editing my footage I created a music video with a non- narrative, this is because I chose to create a performance based video rather than tell a story to the song. Furthermore I have interpreted the song’s lyrics to create a music video that reflects the meaning behind the lyrics, this links to Goodwin’s theory as I have created a loose link between the lyrics and visuals in my production. In order to make it personal for the audience to watch I decided to include mainly close up shots of my performer as this creates an intimate video where the audience feels the performer is speaking directly to them and this enables them to empathise with her more easily. As my song is very slow paced I edited my music video smoothly to have a large proportion of slow transitions and slow fades to keep with the tone and pace of the track. Because my video is slow paced I edited in a way which provides the audience with a variety of shots of my performer to bring energy to the video and track. 6
  • 7. Editing Gabrielle Aplin - Home Gabrielle Aplin - Home http://www.youtube.com/watch?v=1pLsb1YMsKE This music video has many similarities to mine, the slow pace of this song is given life through the editing of a variety of shots of the artist. It is also a non-narrative production based on the artist performing and directly singing to the audience, a convention I used in my music video. Furthermore the many close up shots of the female artist face is a strong link between my music video and this one as I have included many close up’s of Billie. 7
  • 8. Props I used the convention of an acoustic guitar in my music video. This kind of guitar is used in a large proportion of music videos of the same genre. With the focus of the genre being on talented musicians it is a basic convention to have an acoustic guitar featured in the video, failing that a piano is often used however I chose not to use a piano as from seeing Kal perform live I know her strength is playing the guitar.
  • 9. Lucy Rose - Place Example of acoustic guitar prop use in music videos of the same genre as Kal Ben Howard – Only Love 9
  • 10. Performer In my music video I am using the generic convention of having the production based on the artist performing. This is common in a large proportion of music videos of the acoustic/singer songwriter genre. As they are often talented musicians as well as singers they showcase this through a performance based video. My music video challenges the traditional representation of women in the music industry. Rather than presenting my artist as a sexual object I have presented her in a respectable manor. This is common within the acoustic genre however when looking at pop culture it is clear that women are often objectified in music videos and are often seen to sell their body rather than their talent.
  • 11. Lucy Rose - Place Lucy Rose – Night Bus Screenshots examples of performance based music videos Lucy Rose – All I’ve Got 11
  • 12. Beyoncé – Naughty Girl Nicki Minaj - Starships Examples of pop performance videos supporting the sexual representations of women Rihanna – Rude Boy Jessie J - Domino 12
  • 13. Representation of Women in the Music Industry Women are represented differently in all genres however the Hip Hop has the seemingly universal element through the majority of lyrics and videos is the objectification of women. They are treated as lesser than men through having them featured in music videos dancing around the male artists whilst they drool over them and the camera shoots the men from low angles empowering them and portraying their control over women. This is event in many Lil Wayne and Chris Brown music videos. This way in which they perceive women is not only controlling but also degrading. This representation of women as objects is not solely a trait of the hip hop genre but other genres too such as rock and pop. These representations warp audiences views about gender roles and the worth of women. This can me linked to the idea of the ‘Male Gaze.’ This explores the idea of women being shot as objects to be looked at. It argues that audiences are put in the viewing position of a heterosexual male and just accept the portrayal of women they are shown. 13
  • 14. Examples in Hip Hop Shots from 50 Cent – Candy Shop Shows the difference between the portrayal of male and female characters Low angle shot of male artist High angle shot of female extras portraying him as powerful suggesting they are powerless Shots from Kanye West – Gold Digger Shows the objectification of female extras Example of objectifying lyrics Extremely sexual and objectifying Another shot of the female body, “Shawty wanna hump shot of female’s breasts. Her face is minimal clothing highlighting ‘assets’ You know I like to touch your hardly even shown lovely lady lumps” Lil Wayne - Lollipop 14
  • 15. Examples in Rock Shots from Marilyn Manson – Tainted Love These shots show the difference between men and women in this rock Woman is shown as an object to be Low angle shot portraying the power music video. These looked at of the male artist images can be linked to the theory of the ‘Male Gaze’ – also links to feminist view of Laura Mulvey Example of objectification, showing Showing the wrong message, especially to woman as a toy which males can children as the objectifying of women is control and ‘play’ with linked into children's stuffed animals 15
  • 16. Examples in Pop Shots from two Pussy Cat Dollz videos. These demonstrate representations of females to please a heterosexual male audience and also how young boys view Example of how the provocative dancing Taken from ‘I Don't Need a Man' video the women and how of a Pussy Cat Dollz video can effect yet presenting themselves as sexual this could effect them children's perception objects for men Pussy Cat Dollz – When I Grow Up “When I was young I wanted attention And I promised myself that I'd do anything” Showing women as objects/toys for men to Representation of Rihanna as a control in Justin Bieber - Baby sexual object in ‘Umbrella’ video Self objectification through the lyrics 16
  • 17. Ancillary product - Layout I have developed the conventional layout used in digipaks. Rather than create a 4 panel pack I chose to create my digipak with 6 panels. The 6 panel structure is used in the industry however the more conventional and widely used method is 4 panels. I have used the generic convention in panel 1 6 panel digipak template by having the artists name and face on the front. This is mostly done in debut albums as they are used to establish the artist and introduce them to audiences. 4 panel digipak template Panel 1 Front panel real example
  • 18. Ancillary product- Layout The panels 2,4 and 5 of my ancillary product are in some ways develops generic conventions of digipaks. This is due to the ‘notion of looking’ a theory constructed by Goodwin. This can also be linked to the concept of Narcissism as through editing I have created Middle panels 2,4&5 the illusion that Billie is looking at herself and therefore this relates to the story of Narcissus drowning from being obsessed by his own reflection. I have used the generic convention of a barcode and track-list on my back panel (panel 6). This is used in albums from various genres as it is an ideal form of layout and allows audiences to easily locate the information they are looking for. Narcissus – looking at own reflection 18 Panel 6 Back panel real example
  • 19. Ancillary product- Layout of Magazine Advert I have used the generic conventions of magazine adverts. I have achieved this by having the artists name and album title at the top of the advert. Another convention I have used is to include text explaining the release date of the album. I have stuck to using the generic conventions of layout and content of magazine adverts as I am marketing a new artist meaning a simple yet informative advert is best to establish the album. A further convention I have used is the image of my performer. These are often used so audiences can immediately identify who the advert is marketing and again it is important for the success and recognition of my new artist that audience can easily identify her and understand that the advert is advertising her debut album. Magazine advert 19
  • 20. Ancillary product- Layout of Magazine Advert Real examples of magazine adverts 20