WHAT ARE THE FORMS AND CONVENTIONS OF REAL MEDIA

PRODUCTS?

By Christabell Ndive

Codes and conventions of music videos

According to Andrew Goodwin’s theory he talks about repetition. Images are repeated to mirror the way the song repeats choruses or lines. They rely on this repetition because they want the audience to become familiar with the genre, and have certain expectations when it comes to rhythm.

In my music video the repetition of certain footage was repeated three times. This was incorporated into the ancillary work for the release date as well.

The traffic light changed on the 3rd light.

This image was repeated 3 times in the music video.

This repetition lead to…

The developed concept into the ancillary product. My group decided that the release date for the album would be on the 03/03/2013.

The track list has 13 songs including a bonus track. The music video single Disappear is the 3rd track on the album. The artist Rihanna has also done this for her ancillary product creating anticipation for the album release.

The 777 Tour

The number 7 is related to the fact that this would be her 7th studio album release. As a way to promote her album she did 7 tours, In 7 countries for 7 days.

We also used Goodwin’s theory on amplification and disjuncture Amplification- Introduction of new meaning to

the lyrics that don’t contradict them, but add to the layers.

Disjuncture- When the video and lyrics have little connection.

Our target audience from the dubstep genre listen to the beat of the song, and enjoy the visual element of music videos. The original artist Katy B’s music videos aren’t narrative

structured, but use the same concept so that the video is exciting to watch.

The locations of our music video allowed us to follow this theory of disjuncture and

amplification. They follow the urban surrounding that the target audience will

be familiar with. The box park doesn’t have anything to do with the lyrics it is

completely random (Disjuncture) the big X symbolizes a mark where something

that has disappeared can be found this is part of (Amplification) of the

lyrics/meaning.

Carol Vernallis

She studied editing and camera work closely, and found that music videos use frequent edits which have a rhythmic base connected to the song by cutting in time with the beat.

My music video- There is evidence of a base track the camera is constantly moving and following the artist. It is cut in time with the beat (every 4 counts).

D’banj- Oliver Twist Music Video

External Link: http://www.youtube.com/watch?v=CQP-etYU1ps

In his music video there is evidence of a base track, because the same footage repeats itself. This song is fast paced

which is why the editing is closely rhythmic based. The camera is always moving and isn’t static. The use of the

editing and camera mirrors the tempo of the song itself.

Laura Mulvey- Male Gaze

Laura Mulvey argued that ‘ Women act as a passive role while men are active. The male gaze projects fantasy onto a female figure who is styled to suit this desire. Women in the media are styled in order to suit men’s desires. Dismembering is a technique used in many videos which is often when the camera segments particular aspects of the body, the use of this evidently creates this speculation. 

How My Ancillary Work Challenges This

In the music video she is covered up wearing a leather jacket. She isn’t showing off her body in a provocative way. In the advertisement and album cover she is wearing covered up clothing therefore isn’t submitting to this male gaze of women.

We have challenged this idea of the representation of women presented in music videos, and the media in general.

Thank You.