EVALUATION TASK 1

IN WHAT WAYS DOES YOUR MEDIA PRODUCT

USE, DEVELOP OR CHALLENGE FORMS AND

CONVENTIONS OF REAL MEDIA PRODUCTS?

G A B R I E L L I N D S AY

WHAT ARE FORMS + CONVENTIONS?

•  A media FORM is the overall shape of a media product such as a music video or a comic book.

•  A media CONVENTION is like a set of clues in a text that we associate with, for example if you see cowboys, a desert setting, horses and tumbleweed you know you’re watching a Western film.

FORMS + CONVENTIONS CONTINUED

•  We created a MUSIC VIDEO, following usual conventions, for example we made it 3 MINUTES LONG and consists of both performance, lip sync and stylistic elements.

•  We followed conventions, like most music videos, as they are safe. Conventions are repeated due to success and therefore if you follow the convention of the genre / form you are more likely to have success in the final product.

VIDEO

CAMERA

CLOSE UP / EXTREME CLOSE UP

Close ups and extreme close ups help to build recognition of the artists and performers. It allows the audience to see the performer lip-sync and therefore being to associate that performer with that song. ELLIE GOULDING – LOVE ME

LIKE YOU DO KATY PERRY – DARK HORSE

OUR VIDEO

CHER LLOYD – WANT U BACK

MID SHOTS Mid shots allow the audience to see the performers costumes. The target audience, early teens to young adults, can view the fun, sassy and preppy way that the artists dress and aspire to mimic their style.

OUR VIDEO

TULISA - YOUNG JESSIE J – BANG BANG

STYLISTIC ELEMENTS

COLOURED BACKGROUNDS

MISSGUIDED TV ADVERT

KATY PERRY – THIS IS HOW WE DO

Coloured backgrounds are used in pop video to help appeal to a target audience. We made this decision because the bright, vibrant nature of the coloured backgrounds may appeal to young, teenaged audiences that our performer was aimed at.

OUR VIDEO

BACKUP DANCERS

OUR VIDEO

LADY GAGA – G.U.Y

BEYONCE – SINGLE LADIES

•  Back-up dancers can be used to emphasise the importance of a main performer as well as adding stylistic elements to the video. They also add a new element to look as well as the main performer. They can be used to represent the leadership of the performer and how they are forward thinking and trendsetters.

BACKLIGHTING Side or back lighting can help pop artists show their “edgier” or “sassier” side. This may be to try and add another dimension to the artist and detract from the good girl image, as well as adding a sense of mystery to the artist.

OUR VIDEO LITTLE MIX - MOVE

FIFTH HARMONY – BO$$

EDITING CONVENTIONS

DISCONTINUITY EDITING

The discontinuity editing in our video is used mostly in videos without a narrative like ours. This is because the lack of continuity allows the audience to see that that is not real sequence of events. This is not a negative, however, as it represents the perfect and dreamlike nature of the video, showing the target audiences aspirations and dreams in video form.

OUR VIDEO

KATY PERRY- THIS IS HOW WE DO

ARTIST LOGO

OUR VIDEO

•  The logo of an artist is frequently used at the beginning of music videos to establish the identity of the artist. It also allows the artist to create links between the other products (such as a website and album) that also use this logo.

LITTLE MIX - WINGS TULISA - YOUNG

SILHOUTTES •  The use of silhouettes is used in some music videos as a stylistic element in many current music videos. Although it can create a sense of mystery in some artists, in pop videos it can help to highlight the movement and figure of a performer.

LITTLE MIX - MOVE

OUR VIDEO

BEYONCE – SINGLE LADIES

SYMBOLIC CONVENTIONS

PERFORMANCE A performance element / lip sync is essential in a video with a performer like ours. Our video breaks the 4th fall as our performer looks straight into the camera. A music video is one of the few forms of media text in which this is a common occurrence. We need to use a lip sync in to connect the artist with the song, as well as giving the impression of the artist singing to the audience, thus creating a bond between the performer and target audience. This is common in almost all music videos in some form.

OUR VIDEO

LITTLE MIX - SALUTE

ELLIE GOULDING – LOVE ME LIKE YOU DO

DIGIPAK

ARTIST’S FACE ON DIGIPAK In the case of artists in

the pop genre, the face of the artist is usually featured on the front of the album. Soft lighting and airbrushing are used to make the artists appear “flawless” and enhance the artist’s beauty and appeal.

DELUXE VERSION OF OUR DIGIPAK The use of gold in our

deluxe version of the digipak creates a more expensive look, adding to the appeal of it being a collectors item. As you are receiving more on the deluxe version for a higher price, it is important that the design reflects this and appears more upmarket to appeal to collectors and big fans of the artist.

WEBSITE

LANDING PAGE Many websites use landing pages to prominently display images or videos of the artist, or keep them up to date with new news or information.

ELLIE GOULDING WEBSITE

OUR WEBSITE

BACKGROUND IMAGES ON WEBSITE Many artists use backgrounds

on their websites, as well as laying out their headers at the top of the screen with the logo in a prime position.

LITTLE MIX WEBSITE

OUR WEBSITE

GALLERY ON WEBSITE A gallery of images laid out in a grid is common for easy access to photos of the artist. This is very common and this grid system has become popular through social networking sites such as Instagram.

ELLIE GOULDING WEBSITE

OUR WEBSITE