In what way does your product use, develop, or challenge forms and conventions of real media products?
using and developing forms and conventions of real media products
location
real products
my product
A convention of real media products that I have used is the locations that I have used to show isolation and loneliness. Above, you can see that I have used typical locations such as the beach and the bath. These have been used in previous media products such as Mr Probz 'Waves' Rihanna's 'Stay' and Britney Spears' 'Everytime' to show a person in anguish or despair.
camera techniques
real products
lens flares
my product
I have been inspired by many real products to use different camera techniques, particularly the use of shift in focus and camera flares. I found that when using these techniques my music video looked more professional and visually dynamic. Above, you can see these conventions used in Taylor Swift's 'Style'
Alongside using camera techniques used in real media products, I have also used editing techniques. I used fades such as dip to white and dip to black to make a subtle transition between locations. I also used an editing technique that features the camera being set in the same place, yet the clips are cut to show the passing of time. This is done in Kodaline's video for 'High Hopes' where it shows the time that goes by when the two subjects are in the car. I used this editing technique in the bath scene, where my subject switches between positions to show that she is in the bath for a long time and clearly feels helpless.
filming
camera shot variety
Like in most music videos, I have used a wide variety of shots and angles to make my video look professional and conform to the conventions of real media products. I have used extreme close ups, close ups, medium, and wide shots.
camera techniques
A camera technique that is extremely common in the industry this day is the use of focus change. I have used this several times throughout my video to show the disorientation and confusion of the subject, and at the same time conform the the camera conventions of real media products.
using codes and conventions of the indie genre
My product has used some of the codes and conventions that are used in many other Indie media products. For example, the use of a narrative to capture the audience. Narrative videos are used in order to entertain the audience as they stand out from the crowd. and it is thought that narrative videos hold people's attention better compared to a performance video as what you are seeing is original and constantly changing, leaving people more involved and entertained throughout the whole song. I therefore decided to use a narrative for my music video as I felt that it would help the audience to become more attached to my products, because they would empathize with the character and therefore be more connected with the band and the products they sell.
theories
goodwin's music video theory
Andrew Goodwin devised six main conventions that he believed should be used to make a successful music video. I have incorporated elements of Goodwin's theories into my music video, such as the link between lyrics and visual.
Alongside lyrics and visuals, I also used Goodwin's notions of looking theory to make my subject look vulnerable.
She is dressed in a short skirt and a thin, see-though silk shirt which is revealing and flattering on the subject, which again means she will be viewed from a voyeuristic perspective. Here she can be seen by a low angle which is a convention of Mulvey's male gaze, where the subject is shown from a sexual angle in order to objectify her; by doing this I have made her look vulnerable towards the audience.
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FREUD'S natural order
Another theory of real media products that I have applied to my music video is Freud's natural order.
Above is Freud's natural order theory, which applies to my music video. He believed that there was a natural order among men and women - men were the dominant ones, whereas women were passive and weak. I have used this theory in my music video to make my subject appear vulnerable to the audience, which means they are more likely to be sympathetic towards her. This was done when my subject turned to prostitution, implying that she has no control over her own body, but that it belongs to the man who came to pick her up; this is part of Freud's natural order where the women are sexually passive. We then see her leaving a police station after being picked up by a male in a car, which suggests that men are powerful and dominant over my subject.
mise en scene
colours
The mise en scene in my video, and my ancillary products were important to help create a specific atmosphere. I decided to use a lot of blues and grays to make the world seem cold and harsh, as my product is supposed to show the struggle of a homeless teenager who is an outcast in the world. It was important to create a synergy between all three products so that the atmosphere was consistent throughout and show that loneliness of the subject.The atmosphere I aimed to show was one of solitude and alienation, so the use of colours within the mise en scene was important when creating my products.
location
costume
Like many other media products, I have used costume to objectify my subject and make her look vulnerable. The use of revealing clothes objectifies her, and allows the audience to view the subject in a voyeuristic way. This can be seen in Kanye West's 'Goldigga' and Jason Derulo's 'Wiggle'
challenging forms and conventions of real media products
challenging codes and conventions of the indie genre
Alongside using narrative in music videos, it is extremely common for artists in the Indie genre to combine both narrative and performance. By doing this, the audience can discover the talent of the artist and connect more with the band, being able to admire them for their musical talent. However, I decided to break this convention as I believed it would take away from my narrative, and take the focus off the subject. I wanted the audience to establish a connection with the subject, and thought that combining both performance and narrative would hinder the relationship forming between the protagonist and the audience.