Kemika Watson

In what ways does your media product use, develop or challenge forms and conventions of real media product?

Our product used and developed the conventions of our genre, which is alternative rock. When creating our product we had the choice to either use or challenge codes and conventions.

The key theorist found for music videos were Andrew Goodwin and Laura Mulvey but since Laura Mulvey’s theory did not apply to my group’s theme so we then used Tzetan Todorov’s equilibrium theory. Todorov’s views were that everything had a beginning, a twist in the middle and then a alternative end. Goodwin claims that music videos exhibits genre characteristics, there should be a relationship between lyrics and visuals and there is a frequent notion of looking.

Whilst researching I found generic codes and conventions across a wide range of genre including different camera shots, props and editing matching the speed of the music.

Researching Theorists

Todorov had the theory of equilibrium which consist of:

The fictional environment begins with a state of equilibrium (everything as it should be)

Some disruption occurs

New equilibrium is produced at the end of the narrative.

This is shown within my video as :

Equilibrium – the main character being bullied

Disequilibrium – the character fights back against the bullies

New equilibrium – his suicide was him finding new mean/release.

Media theorist: Todorov

So for our music video we used several specific conventions from the rock genre. For instance a common theme is the location being warehouse, deserted buildings and tunnels. We pin pointed these features and corporate it into our video. By using an alleyway we were able to highlight his isolation and a sense of being trapped. This was taken from Linkin Park One Step Closer video. In the video the band is performing in a dark tunnel and also at the beginning of the video we see people in a dark alleyway pointing and laughing.

USE

This is a picture from Linkin Park’s video we see people pointing and laughing in dark alleyway

This is the alleyway scene of Emmanuel walking

By using a narrative related to being a victim of bullying or being isolated, we showed codes and conventions of the rock genre. My narrative included Emmanuel being bullied by his peers and breaking the norm by acting out against their taunting and then committing suicide. We portrayed him as a outcast of society which is also the same narrative seen in Linkin Park’s Numb video. This can be seen in other genres such as Hip hop , Pop and R ‘n’ B.

M

USE

These music videos show narratives leading to suicide

Extras/ other characters in the music video were show to be much different as it makes a distinction between the two. This was done to make the audience understand that the extras/other characters are normal whilst he is an outcast. This separation can also be seen in other rock videos. The paper bag idea came from this music video ‘Somewhere I belong’ by Linkin Park’ (below picture on the left) , I saw this whilst researching them & thought we could incorporate into our video. It made a clear distinction between Mike and the other people as he did not fit in, I thought this would be a good thing to add in.

USE

All 3 videos mis-en-scene is similar as they are all masked/cover the same way.

We used the idea of suicide into our video to show that bullying has serious after effect on people’s lives. We looked at this video below and came up with using suicide in our closing scene. In the Ed Sheeran video they use a bird’s eye view allowing a clear view of her body whilst we have a black silhouette in a mid shot.

USE

Emmanuel committing suicide Ed Sheeran give me love suicide scene

A convention that’s widely used in music videos is lip syncing. It’s a good element to add to a video as it helps to emerge the song with the narrative, only if don’t correctly otherwise a video may not work so well. My music video had lip syncing as we thought it was a key element that we needed to bring everything together. As we reviewed our previous video without the lip syncing which did not come out so well, I’m glad we decided to add this method. It’s very effective in carrying the emotions of the lyrics into the song.

Lip Syncing

To develop our music video we used the conventions of unique lighting and effects, dark rooms and flashbacks which are usually seen in the rock genre. We enhanced this by developing the transition more between shots, as we didn’t use the traditional pan shot but fading images and white screens.

DEVELOPED

Our group also challenged the codes and convents of real media products as well as using them. A often used code and convention used in rock music videos are the band with their instruments.

We did this by not using any sort of performance and audience i. e fans which was done in Linkin Park’s ‘Faint’ video

CHALLENGE

We avoided using the traditional Mis en scene of a rock video such as :

• Black clothing

• Heavy make up

• Piercings

• Tattoos

• Smoking

• Leather jackets

• Sunglasses

CHALLENGE – Mis en scene

CAMERA SHOTS AND ANGLES

We used the effect of zooming in to show what was on the paper. Whilst they used a cut in shot so in by doing this we developed their convention.

We used wide shots within these edits to show intertextuality of our school and also what the protagonist was running away from.

Low angle shot from backwards used by Linkin Park, we challenged this by not using this shot within our video. The shot we used is over the shoulder from further back.

We used the faded transition in our video as in the ‘ one step closer video

Both lip syncing use a mid close-up of the person. Ours-Hayden, Link Park’s-Chester

This is an over the shoulder shot which we used to show Emmanuel writing his thoughts, these are also the lyrics that were playing that moment. Giving a visual and diegetic view to the audience.

On the white board behind the teacher, there is an image of the Linkin park band name. This is intertextuality that we added into the video showing a representation of the band within our video.

These two examples from our video uses long shots similar to the one step closer music videoWe used a tilt shot and angled the camera upwards as Emmanuel was standing on a hill. By zooming in we were able to capture him in this position which is a key scene/shot within the video. We developed this as the band uses a low angle shot

His reflection on his life is at this moment. The withered branches and grey cloudy sky help to portray this. For us this was an excellent shot.

Here we uses a high angle/point of view shot as its meant to show Emmanuel looking over the balcony after his burst out through the corridor.

Here was see the band using a low angle shot

They use a rotating shot here which we challenged by not using it. We did see the need as it would of looked out of place.

We used a mid shot to capture the bullying of Emmanuel within the class rooms. It allowed us to get a view of everyone and the surroundings showing its a class room. And again with the suicide scene of Emmanuel running towards the hill.

They uses a high mid shot which we didn't use but challenged by using a high angle shot and titling it downwards.

How did we use, develop and challenge the codes and conventions with our album cover?

•Artist name

•Album title

•Main image

•Age restrictions

•Barcode

•Colour scheme

•Logo

•Track list

•Recording information

Codes and conventions of an album cover

Compared minutes to midnight with our from cover

Our album cover

The cover of both album covers consist of the bands name being in the same bold font and is placed central of the page, ours is dead set in the middle whilst there’s is top centred. The album title is in grey above the band name whilst ours is below the band name in black. Linkin Park’s front cover uses an illusion effect of darkness when you can see clear light. This is due to the grey water at the bottom of the cover that goes off into a foggy type mist. The 6 silhouette’s add to give the album a sense of edgy darkness even though the majority of the album is white. This therefore makes a contrast between the two and allows the audience to be curious and look more into getting the album. Our album cover developed more by using the idea of a crumpled paper bag head and merging it into our album coverbackground this gives it a different dimension whilst adding continuity throughout our digipak. We also used still shots from our music video and faded it white gave it a grey/white background. We also placed the parental advisory logo in the bottom right corner of the cover whilst none sis shown

on the other album.

The Linkin Park album cover

Both back covers have the track list centred but again like the band name ours is set in the meddle whilst Linkin parks is above centred in the sky between clouds. This both also use the Warner Brothers logo on the back covers, representing the music company they are signed to. Linkin Park’s back cover shows a image which is similar to their front by having 6 silhouettes but all you see is there backs whilst they face the water ahead of them. There bar code is place at the bottom left side of the cover with the recording all the main codes and conventions including the important information, special features and thanks are all small printed on the back at the bottom also. We challenged this by not including these small prints but just by adding the Warner bros logo, barcode, track list and band name on the back.

Artist name - tends to always be on the from cover, essential to creating an image for the star and allows the target audience to see the artist product easily.

We use the artist name on our front cover and also the font used in our album cover is consistent with the bands as they used it within three of their albums - minutes to midnight, road to revolution, songs from underground.

Artist name

All 3 album covers consist of the same font which we have also used on our cover

We challenge the background of the cover however by using multiple still shots from our music video, then faded the images and added the crumpled effect of the paper bag to give it consistency but also a new feel

to a Linkin Park inspired cover.

Album title - having a title for an album cover allows the audience to get an idea of what the artist was thinking whilst creating the album and gives it a feel for what direction (new or old) they have decision to take with music. Our album title is underneath the band name in the same font style. We used hybrid theory as our album name but only focus on the and name as we wanted it people to be able to recognise it.

Album title

Jlove which is meant for two words combined as one. Jlo- is her nickname often used instead of her full name and love? Is the album title. This was cleverly done as its asking is love still in the cards for JLo?

The abbey road titled album is a very famous album know across the world for this icon image and street. The Beatles used the title due to the street the members of the band are walking across.

Abbey road is where the Beatles recorded their last album. So using the title as Abbey Road has great significance.

Age restriction - this will appear at times as parental advisory telling you that there will be offensive or inappropriate language within the album. As music nowadays is more expressive with language and sexualisation a restriction is put in place so that it would offend anyone without them knowing. Having this label usually depends on the genre of music and artist.

Challenge- link park’s album because we put it on our own album cover and used the code and conventions of the music genre by adding the parental advisory.

Age restriction

All albums carry the logo

Main image – a main image is consistent on covers sometimes even the back cover. There’s usually connotation of a significant message about the artist interest/feelings/experiences at that time in their life. Different genres normally have different images e.g. Pop artist have pictures of themselves- The Saturdays and rock genre would have a logo or image putting across a message

We this developed by using pictures of scenes from our music video

Main image

The album has come to be regarded as U2's first overtly political album,

This album shows 5 girls having fun with the radio i.e. music

Challenge the colour scheme of all album covers. As we didn't have one but we did use a consistent theme of imagery e.g. Kanye tear bear albums. Which we did by having still shot pictures from different scene of the music video.

Colour scheme

Late registration

Graduation

College dropout

Codes and conventions of the back cover

We placed the track list central as we wanted it to be the most important thing people saw. This is a code and convention we used (track list).

Band name is also centred but at the top.

Barcode and music company logo are another code and conventions of album covers that we used

We challenged it by not using the small print information or website address you would usually get on an back cover

We developed it by again using the crumpled effect and still shots from scenes within our video

Bands usually have an iconic logo that is constant throughout their careers, this logo will mostly be seen on their album covers. It can also be seen in music videos, posters, adverts and concerts.

Challenge this because we didn't use the band logo on our album.

logo

Link Park’s logo

Barcode - is an optical machine-readable representation of data relating to the object to which it is attached. All products consist of a barcode including a music album. This helps track items and also reduces instances of shoplifting involving price tag swapping. Music labels use this to keep a track of all the records sold and where they are sold. This is a convention we used as it is an important thing to have on a CD back cover.

barcode

Barcode on the bottom right side of the album

barcode

The track listing is place centred on the page in the middle, on the back cover. The font is black simple and clear. We didn't use the same font as the band name because it would have not looked appropriate and may have been hard to read. We used four songs from The Hybrid theory album – One step closer, In the end, Paper cut and Crawling which all contributed to putting Linkin Park on the map, making them a well known mainstream Rock band.

Track list

The bands track list

Our track list

Linkin Parks is signed to the record label Warner bros. They released their breakthrough album ‘Hybrid Theory’ the year after signing to the label. The label also distributes the bands music as well as producing it. Machines shop recordings is also a recorded label used by the band. It was founded by Mike Shinoda and Brad Delson. It was originally known as ‘The Mike Shinoda Imprint’ but was renamed in 2002 when more members of the band started to get involve. Mike and Brad run the band as producer and A&R respectively. The label is currently on hiatus. Due to disagreement with the label and parent company Warner Bros. Both labels logos are always featured on the bands albums.

Record information

Digipak Advert

A picture of the album is used also to show what it looks like to the audience , making recognisable

The band name with the same theme font as the album cover. Beneath it is the album title

The background is also the same imagery we used for the album cover, which are still shots from scenes within our music video

The black rectangular box across the middle/bottom of the advert is used to make the information within it that's written in white stand out more.

We also placed the track listing underneath the black box which is written in black font. This gives the audience more visual on what will be within the album and what kinds of issues the band have written about.

The band’s official website, music record label Warner Bros. And Machine are also places at the bottom of the digipak advert.

Consistent theme has been used throughout our digipak with both the album and advert looking similar as you can see below. The faded still shots from the scenes within the video has been used for the background, along with the album title and band name being used.

Visual image

Date of release We used the codes and conventions of a digipak advert as the release date is usually shown along with the artist name/ album title. For our release date we used ‘ Out Now’ instead of a set date. We felt it was better to do this as we could add the website and more advertisement by quotes that are promoting songs from the album that are circulating the music industry at the moment. E.g. includes the number 1 single ‘On Step Closer’. We also added the track list at the bottom of the advert to show what other songs were listed on the album.

Magazine adverts are usually the front covers of the digipak in a poster form with messages underneath giving information on the release dates, ratings from reviews of the album by the artist and sometimes track list from the album it self. These are codes and conventions of a digipak magazine advert you’ll see.

Review of album advert

Here we see there magazine advert i.e. poster which looks similar to ours with the use of black and white colour scheme. At the bottom they have also add a picture of the album and message that says ‘available now’ instead of a stead date. Something we have also on with our poster.

This poster resembles our idea as it’s a larger example of the album imagery with a few changes. Its colour scheme has gone from white to red, the band name is now merged behind the 6 silhouette figures of the band members and the information is all bellow the silhouettes. In the bottom right corner there is also a picture of the album further promoting the audience to purchase it.