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Media evaluation 1

  1. By Bridget O’Connor
  2. What are forms and conventions?  Forms refer to the style and layout of which the media product is constructed  Conventions are the building blocks that make up the media (Andrew Goodwin's 7 conventions).
  3. Question Plan:  media product= music video and promo package  real media products= existing music videos/promo package forms= building blocks of a text materials used to construct. music video forms= mise-en-scene/sound/ camerawork/editing  conventions= the expectations-rules to follow to make a 'normal' text.  music video conventions= Andrew Goodwin's 7 conventions  use? Compare with real music videos - give examples (e.g. how has your music video used camera work/editing/ mise- en-scene/close-up etc in a similar way as a real music video.
  4. Andrew Goodwins 7 conventions There is a relationship between the lyrics and the visuals. 2. There is a relationship between the music and the visuals 3. Particular genres may have there own style and iconography There is a predominance of the close up shot. 5. The video helps to develop the artists own style or iconography, which then becomes recognisable beyond the video. 6. There is likely to be reference to voyeurism, particularly in the treatment of women & in systems of looking. 7. There is likely to be inter-textual references, either too other videos or to other film or TV text.
  5. Conventions I used...  There is a relationship between lyrics and visuals.  In my music video I used the narrative to amplify, illustrate and contradict the lyrics . This is conventional of both R&B and Pop genres in order to make the song more meaningful and clear. Furthermore, with a narrative this can also, create intimacy between audience and artist because it explores their lives or thoughts and outlook on the world in the song which connects audience and artist and essentially interests more people, creating a bigger fan base. Ways I formed a relationship between lyrics and visuals was through some powerful lyrics which I illustrated through narrative and would have effected the audience themselves for instance:  “Whatever it is, it feels like it's laughing at me Through the glass of a two-sided mirror” – I created a relationship between lyrics and visuals by filming an over the shoulder shot of the little girl (Molly) standing in front of a mirror looking at herself. I decided to create this simple shot of the girl looking in the mirror because I felt as though it creates so many connotations and meanings for instance it covers a lot of global issues for both men and women looking in the mirror at themselves and because the song wasn't specific about what was ‘laughing’ at her then it could make people think about worldwide disorders such as anorexia, schizophrenia, depression and many others and also, creates awareness for people who aren't aware. Subsequently, making the video instantly even more effective. However, this also, challenges the forms and conventions of a real media text because covering such touchy and heart wrenching topics could be hard for people.  I took a lot of influence from P!NK –Don’t let me get me   In this video P!NK a connection between lyrics and visuals by illustrating each lyric through narrative for instance she sings “Teachers dated me” which then shows P!NK in class with the teacher looking at her slightly seductivelly and this carry on throughout the video. This influenced me a lot in how I wanted to make my video because I found it very effective as it makes the lyrics stick and makes them more clear to the audience.
  6. There is a relationship between the music and the visuals I used narrative in order to amplify the music which is used in real media r&b/ pop texts such as P!NK: I decided to use this convention in my music video because I found editing the video in sync with the timing, mood and pace of the video worked very effectively and amplified the video completely especially at the chorus when the music climaxes. I took a lot of influence from the work of Eminem – love the way you lie: This video influenced my work in particular because it made me think about how I can make my video even more intriguing and how to create suspense or even tension because of how when the music starts slow the video is edited slow and the shots are slow but then when the music begins to get louder and faster so do the edits and the visuals which I found this video did very well and how I wanted to replicate it.
  7. Close-ups in real media text:  close-ups: Pop/R&B artists tend to have a majority of close-up shots throughout their music video, predominantly focused on the artist his/herself, this is for them to be portrayed in the manner they would like e.g. provocative, fun, cool, sassy and so on, this in turn develops their star iconography, proven by many past and present artists, for example: Michael Jackson, Michael is famous for his style, moreover, his white glove, white socks and red leather jacket used in the filming of 'thriller.' More importantly to my genre however, stars that have successfully developed their star iconography in the Pop/ R&B genre are: Lady gaga, lady gaga is a pop artist who has successfully developed her star iconography on a worldwide scale by creating new, quirky and most often crazy and mad outfits and looks for music videos, concerts, shows and so on:
  8.  Inset is an image taken from Lady gaga's music video, 'Telephone' also, starring Beyoncé. The mise-en-scene in this video shows off her star iconography very well: •eyelids are a deep blue/black colour •bottom lash line is layered up with thick eyeliner •lips and cheeks are a bright pink •eyebrows are coloured in black •hair is a bright yellow colour •white nail varnish
  9.  All of these colours used in the video are extremely contrasting and unusual for the normal and appropriate everyday look of a person. Lady gaga has successfully developed her star iconography by going out of the norm of contemporary societies expectations and creating a new look assigned to her as an artist, that not only works but, inspires thousands upon thousands of people. Moreover, leading back to the main point, Lady gaga was able to successfully develop her star iconography through the range of various close-ups, not just due to her music video, 'telephone' but also, many others.
  10.  Another example of someone who has successfully developed their star iconography through range if close-ups in the R&B/pop industry is Nicki Minaj, famous for her provocative and curvaceous body:
  11. How I used close-ups:  Taking all examples of past and present media texts on board who have successfully developed their star iconography helped me weave this convention into my own work. However, personally i found that the song I created the music video to was less conventional of a typical pop/R&B video because, it was more dark, sinister, confusing and upsetting at times. Therefore, as I was planning the mise-en-scene, set- ups, shots and angles i thought really hard about how I wanted to portray my star's iconography. I decided to go for two looks for Bronte (the artist) to make her appearence more ranged. Close-ups are also very important in R&B/Pop videos because it is needed for intimacy between artist and audience, especially if a song is meaningful or is showing a lot of emotion it is important for the audience to engage, this way it makes the music video more successful because the audience are not only interested and intrigued to a large degree but, they are also, able to connect with the video and song which proves why Andrew Goodwin's conventions are extremely important, for instance: Lyrics and visuals and music and visuals.
  12.  In my music video I made sure I used close-ups like these existing artists to create the same effects for instance I zoomed in on the little girls face in my music video as her role was to show so much emotion to engage with the audience and make them empathise/sympathise with her, below are a few shots of the little girl in the video:
  13.  Also, to make sure I included a lot of synergy to create star iconography/identification, I included a lot of close up shots in my Cd album and advert too by taking photo’s of the artist in various different poses in front of the green screen which is most conventional of the pop and r&b genre  Close-ups in the main product and ancillary texts were also, included because I found it creates intimacy between artist and audience, being the reason why I assigned the artist to two looks because I wanted her to have a close connection with the female population but also, when I dressed Bronte in a black dress with excessive makeup and jewellery it was for the main purposes of linking it to r&b’s stereotypical association with provocation and andrew goodwins convention, voyeurism.
  14.  In R&B videos a lot of the editing is fast cuts between scenes as they usually consist of pure performance by the artist in the form of singing and a choreographed dance routine evident in Beyonce’s single ladies music video, or on occasions there may be narrative included. The pop genre tends to have more narrative and performance so again there are clear and quick edits in between scenes. The editing of the music video also, needs to be in sync with the song therefore, you’ll find in existing media texts that if the song is slow there will be slow edits and/ or fade in and fade out transitions. Pop genres are associated with the words ‘fun’, ‘cool’, ‘elegant’, ‘sassy’ and often rather ‘quirky’ therefore, a lot of the music videos are colourful and have some interesting theme or story line much like Katy Perry's ‘Last Friday night’ or ‘dark horse.’ Where as R&B is associated with words like ‘urban’, ‘hip-hop’ and often overly sexualised, the music videos vary a lot from purely narrative with the artist doing a full dance routine or singing to the camera or performance and narrative. Editing in real media texts:
  15. How I used editing in my own work:  I planned for my music video to include both narrative and performance because I wanted to associate it with both Pop and R&B, furthermore, the song I chose was ‘What Now’ by Rihanna which I would describe as starting off at an unusually slow pace and tone and then the chorus is more explosive, loud and crazy therefore, I needed to make sure I marked every beat so when editing the video it would play in sync and I would know exactly when the chorus would start, furthermore, this benefited me when editing performance to match the artist singing with the song.
  16.  Because I wanted to include both narrative and performance and include both conventions expected in Pop and R&B I chose to edit the artist performance with brightness and contrast and then vibrancy to bring out the colour of the red dress that the artist wore in the video, also, because I used the green screen I chose to brighten the background in order to draw more focus and attention on the artist. Furthermore, I chose to add more colour associated with the pop genre for the artist performance because I wanted the narrative to be filtered in Black and white making it a huge contrast simply because it had a melancholy, sinister and dull vibe to the concept of it, I also, wanted to filter it in black and white because even though it may seem unconventional I believe it is conventional because in Beyonce’s ‘If I were a Boy music video’ it was all black and white as it was a song about cheating which had a good effect therefore, I decided I wanted to replicate the same theme and effect.
  17.  In my music video I took a Low angle shot (worms eye view) of the sky which was the only part of narrative restored in its natural colours, I decided to edit it in this way particularly as a metaphor for ‘hope’, ‘normality’ and ‘out of reach’, the scene then quickly changes to a flashback of the little girl with her mum and then contrasted with present day with her alone to show she is far away from hope and normality, I chose to edit my video with a lot of flashbacks due to influence from Katy Perry’s part of me music video which includes a lot of present day performance with flashbacks and I found it makes the video much more interesting and helps the audience empathise/sympathise more and the whole basis of a music video is making a connection with song and audience.
  18. How I challenged forms and conventions:  In pop/r&b videos especially, there is a lot of sexualisation of women and voyeurism because it focuses a lot on the image of someone and the ways they dress, show off their bodies and body language which successfully grasps the male attention and inspires girls to appear a certain way which has a lot of negative connotation for the younger generations. However, in my music video I used voyeurism very little to almost not at all for instance I devised two looks for the artist (Bronte) e.g. A red dress and a black provocative dress but it was not to the degree and extremity of existing artists, even though my song falls under this genre I did not want to make the video appear this way because my target audience was for the younger population and I didn't want to create negative connotations. Moreover, the song was very unique for that of an r&b song as it was more dark and weary and had a very different atmospheric feeling to it which definitely could not be sexualised in anyway. Furthermore, because the song was also, categorized as Pop I geared more towards pop, however, again the song was not conventional of a normal pop song therefore, it was extremely difficult at applying all conventions when the song seemed to have already gone against some of them as such. Lastly, I had already decided to match the song with a sad concept about a little girl being all alone and the feeling of depression and loneliness after the loss of her mother, therefore, again it would have been morally wrong to try to sexualise the artist in the video in anyway.