Question 1- Evaluation

My media product using, developing or challenging forms of conventions of real media products 

Andrew Goodwin Theory:

Andrew Goodwin feels that traditional narrative analyses (using such ideas as Todorov) don't really apply to pop videos. Pop videos are built around songs and often songs do not pose traditional narrative structures. 

Illustration: This is where the video tells the story of the lyric

Amplification: Occurs when the videos introduce new meanings that do not contradict with the lyrics but add layers of meaning

Disjuncture: This is where there is little connection between the lyric and video or where the video contradicts the lyric.

We will expect to see many conventions in music videos. Edits in music videos come much more frequently than in film, many stand out as disjuncture and the editing seems to have rhythmic basis closely connected to the song. Edits may be really obvious to draw attention to themselves: such as wipes and special effects. A master shot (base track) is frequently used to give the video a structure and the camera may move in time with the music.


I will show you photos from my video and compare them with others from different music videos out their (mostly from the  american artists Rick Ross and Meek Mill):  

My video 

 

Rick Ross video

 

Explanation: I got an example to represent the artist and the city he is in. The main atraction that everyone will know in the city. I also made writing come up like rick ross did in his. This introduces the music video and alerts the audience the whereabouts of the artist. This is effective because the audience could relate as they are from the same city and feel involved in the video.

My video

 

Meek Mill video

 

Explanation: A shot in the car with a girl is a typical shot artists use in their music video. It matches the genre plus inforces the idea of 'male gaze' which my genre follows. As you can see, i got an example from meek mill as the shot type is very close up but you can still see the artist plus the necessary mise en scene (car/women).

My video

 

Meek Mill video 

 

Explanation:  I used a party scene in my video as this appeals to my audience/genre. Meek mill makes his party look very cramped and chaotic to show the audience the party is crazy/mad (makes artist look big/cool). I also made my party scene looked very cramped to show many people are enjoying themselves (to also show the mad/crazy idea of the party). The audience can also enjoy watching other peoples actions in the party and observe what they are doing (also relate).

My video

 

Krept and Konan video 

 

Explanation:  The close-up of the lips is also their to enforce the idea of 'male gaze'. It shows the specific audience target, that the artist has girls and makes the audience want to be like him/look up to him. The lips also make the males happy and make positive feedback towards the artist.

My video

  

Rick Ross video 

                                       

Explanation: The shots of friends and alcohol is very affective, as it shows that any friend of the artist is bound to have fun. This makes the audience want to be the artists friend and makes them a fan. The alcohol shows the audience that the artists is also cool and a fun/boss acting person which people look up to and want to be. The alcohol shows the artist has money and shots of friends show the friends must be on his level/ have money, girls, jewellery etc (basically living the lifestyle everyone wants to live).

My video

 

Rick Ross video 

 

Explanation: The cars suggest the artist is living a very good lifestyle. The shots with the cars moving and a group of people (including females) infront of cars/motor bikes show the genre of the video plus make the target audience think the artist is good/professional. This allows the audience to see the cars and spot people out from the audience (watch the girls). It draws them into the video and makes them feel a part of it. If they recognise someone in the video they will feel exited. They will rate the artist high and think of him positive. My video is strongly based on mise en scene, as this is what makes my video suit the typical genre it should follow.

The conventions of a Digipak is to promote the artist and show his visual style. The most important thing is to show the audience the artist and make sure they know how he looks like and represent his personality. We can do this by showing images of the artist in a way which will match his presentation (personality). Also we can add font which will match the genre/theme of the artist and add accessories like other images (flames, stars) to show this.

My Advert 

 

Rick Ross Advert 

 

Explanation: I followed rick ross's advert as i really liked the layout of it. As you can see my layout is basically the same as rick ross's. I put the image in the same place, plus the writing below is strutured the same. The size of the writing is also aproximately the same. I feel this structure/layout is very effective as it introduces the artist by picture first (makes the audience see who it is first, get a look at the artist), then draws them below to see the information in a unique layout which they will like/enjoy to read. I just added the release date above because i feel this is very important information which the audience need to see, plus added a photo of the front cover to remind the audience the main reason for the advert, plus show people who have not seen the front cover to go and check it up.

Laura Mulveys ideas on Representation

Representation- The way something is shown by whoever makes the representation.
. Involves point of view of producer/ writer / actor/ actress/ channels plus broadcasters or publishers
. Offers Specific messages and values
. Can be either positive or begative depending on who constructs it.

Laura Mulveys translation of her quote- Due to differences in power between men/women, any roles such as writers/ camera men/ producers are taken by men. The way in which women are represented reflects the male point of view and their personal fantasy. 

I believe my music video follows this theory