1. EVALUATION
QUESTION
1
IN WHICH WAYS DOES YOUR MEDIA PRODUCT
USE, DEVELOP OR CHALLENGE FORMS AND
CONVENTIONS OF REAL MEDIA PRODUCTS?

2. SYNESTHESIA
At the start when we first chose our song we sat round a
table a wrote down what we envisioned for a music video to
match this song, it turned out that we all had very similar
ideas because of the genre of the music and the well known
conventions that you would expect from this genre some of
these being:
- Dancing
- DJ
- Strobe lights
- Colours

3. We wanted our text to speak to our
audience in a way that it just uses
and develops regular forms and
conventions of a dance music
video. We had to make assumptions
as to what our audience wanted to
see through our audience research
and our survey that we conducted.

4. INTERPOLATING THE
AUDIENCE
In order to interpolate our audience
we wanted to use and develop regular
forms and conventions rather than
challenge them, we didn’t want to
verge away from the regular forms
and conventions, as this is what
would attract our audience

5. ANDREW GOODWIN’S
THEORY
Looking at Andrew Goodwin’s theory we have pinpointed a few different
theories including:
- Thought beats – seeing the sounds
- Performance
- The star image
We chose to use these things as we thought they would be the most useful
when looking at the dance genre. One thing that I believe we created
ourselves that I haven’t seen before is the transition from one scene to one
completely different when we move from the studio scene to the party
scene.
Performance and the star image

6. STRUCTURE
The decision was made not to have a narrative
structure within our music video as it is not
common within the dance genre and we didn’t
want to steer away from the regular forms and
conventions of dance videos. There is a
reasonable amount of coherence within our
structure because it is very simple with only two
scenes. Many dance music videos use a simple
non-narrative structure with many of them just
having a performance and nothing else

7. SIGNS
Our video is neither a pastiche nor a parody of any other
music videos, as we wanted it to be our own thing and not
remind people of something else so that we had a sense of
individuality
There are example of indexical signs in which the dancing
signifies that there is a party happening and so does the dj.
We also use ideologies, in that we want things to be obvious
to the viewer by creating things of common sense that would
not require much thinking.

8. E.A KAPLAN'S
THEORY
We make reference to E.A Kaplan’s book in that we use the
singer’s face as an anchoring motif or a visual hook. This
links in to our casting in that we based our casting on
theories looking at a visual hook through the face of our
performer. We also based her clothing around then genre
telling her to wear very modern or trendy clothes including
bright red trousers as bright colours is something that uses
forms and conventions of the genre.

9. AUDIENCE
We have targeted a very mainstream
audience with our video that will target one
of the big record institutions as we chose a
very well known song and didn’t really
challenge any conventions of dance music
videos.

10. DIGIPACK

11. My Digipack was constructed in a
way that conforms to the forms
and conventions of regular
Digipack’s and album covers from
dance artists from the present day.
We chose to conform to forms and
conventions, as this is what would
match the video we made, again I
didn’t want to verge away from
regular forms and conventions as
a way of attracting the audience.

12. The forms and conventions consist
of having bright colours, like red,
white, blue etc. that stand out with a
font above it and a photo of the
artist. This is what many dance
artists put of their album covers
and clearly what attracts an
audience, which is why I didn’t want
to challenge these conventions

13. WEBSITE

14. The website, like the Digipack was constructed to
conform with forms and conventions of regular artist
websites that you would normally see. I chose to do
this as this is what people are used too, I didn’t want
to confuse or distract people by having too much on
the website. Normal artist websites consist of having
regular pages like:
- A home page, normally consisting of a music video
- Album page, with album covers and maybe a link to
buy it
- Tour page, consisting of tour dates and venues
- Contact page with social media sites and emails