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In what ways do your media
  products use, develop or
    challenge forms and
 conventions of real media
         products?
              
    Music video…
In ways our music video both meets and challenges typical conventions of 
       music videos. We felt it is necessary to meet some for it to look 
    professional and be received well by the audience, however, the ways 
    we have challenged these conventions make it interesting and we feel 
                   reflect the storyline and song lyrics well.
                                        
  How our music video develops forms and conventions of real products:
                    Characters    
Through intense research of music videos, I have 
a good understanding of typical features of music 
 videos and therefore, along with my group, tried 
 hard to incorporate these into our own product. 
   Firstly, many artists music videos feature one 
  protagonist character (often being themselves) 
 with one or two less important figures; we have 
 used these idea by staring the artist ‘Elle’ as the 
  main character in the video with a main male, 
 Harry, who is seen significantly less and a final 
 character, Sarah, who is seen very briefly. The        This scene shows all three of
     lengths of their appearances indicate their        the characters that feature in
              importance to the story.                        my music video.
Lip Syncing
    A convention of music videos which we have developed in our product is the 
      method of lip syncing to make it appear like the protagonist character is 
          singing the lyrics. Here are three clips where our actor did this:
 




         We felt that by including lip syncing in the music video, it will make the 
    character appear more involved in the song as she is actually saying the lyrics, 
         suggesting to the audience she actually feels this way. Our reason for 
      including lip syncing in the music video was due to our research on music 
       videos of an indie/ pop genre which all included this convention. I feel our 
       actress lip synced well, which we ensured by playing the song while she 
       mimed to guarantee the timing was accurate. She also acted quite angry/ 
      frustrated while saying the lyrics, getting across the characters personality 
                                            well.
Camera Shots, Angles and Movements
 We carefully planned and practised the camera angles we wanted to use, aiming 
to use a range of interesting shots to portray the situation the character was in and 
how she felt. This included high angle shots during the smoking/ drinking scene to 
   represent her loneliness and feeling of being forgotten. The first scenes in the 
bedroom also use a range of high shots to show her frustration but this changes to 
 a low shot as she walks to the bathroom, portraying how she now has an idea of 
                        what she is doing, deciding to go out.


                                                                     Low Angle
     High
                                                                       showing
   angle to
                                                                        she is
     show
                                                                     overcoming
  frustration
                                                                         her
                                                                      confusion

Like many music videos we included close up and medium to deliver the characters 
  emotions to the audience, while also using long and establishing shots to set the 
   scene at the different locations. The initial shot panned up the characters body, 
    introducing her to the audience while also showing a plain wall which we felt 
                              represented her empty life.
Furthermore, the camera movements we used included a 360 degree pan, during 
 the argument scene which we hoped would make the audience feel involved in 
 the characters argument. Our use of zooming into the picture of Ellie and Harry 
  made it easy for the audience to see this was what ‘Elle’ was focusing on and 
thinking about while also showing them these would be the two main characters.




    The 360 degree pan shows the argument from various angles while also
   showing close ups of Elle’s face and so how she feels about the situation.


Most music videos, from my research, use a range of camera angles, movements 
 and shots and our feedback has told us that by using this typical convention in 
                     our own product, it looks professional.
In Editing…
                           Cross Fading Slide transitions
    Between several of our clips, we have inserted a ‘cross dissolve’ transition 
   which blends the two clips as they change from one to the other, making it a 
  smooth change. This is commonly seen in music videos so the clips flow well, 
     while also linking two different adjacent scenes, such as showing a time 
 change between the two clips. During editing, we added the ‘cross dissolve’ for 
 this reason, showing the time difference between the present and past as well 
   as to represent a short time change, such as the character walking between 
                                two different locations.


                                                 Cutting to the beat
                                  After watching various music videos of a simple 
                                genre I noticed that cutting to the beat is commonly 
  Cross                        done. This makes the music video more exciting as it 
 Dissolve                       appears to be driven by the music. It therefore also 
                               means the music video flows well and does not look 
                                  out of place with the song. I believe we did this 
                                 particularly well with the black and white memory
scenes near the end which cut quickly with the pace of the music, representing her
                           sudden rush of memories.
Increasing the pace of the music video as the tempo speeds up
Part of the song cuts to an instrumental which is fast paced; we met this sped up 
   tempo with selection of short, quick cut clips put together as a scene of the 
character drinking and smoking. While fitting well with the speed of the music, it 
effectively reflects the emotions of the character which are frustration and anger. 
From my research I saw this is a convention often used in indie music videos as 
     they commonly have sections with an increased tempo or instrumental.
                          Use of colour filters for time changes
  Research I have carried out shows that music videos which flash between two 
different time periods often use a different colour filter to make this change clear, 
for example in Katy Perry’s ‘The One that got Away’ and in Kesha’s ‘Tik Tok’. We 
    therefore included this convention in our own music video, making the past 
scenes black and white, so the audience could easily identify the change in time; 
 in addition the lack of colour resembled the slightly faded memories which would 
   not be as clear as the present. Our feedback told us that the black and white 
   colour filter effectively portrayed these scenes as memories to the audience, 
                          showing the editing was successful. 
How our music video challenges forms and conventions of real products:

                                   Storyline
    The storyline of our music video is quite simple but includes flashbacks 
    between the past and present. This therefore makes the storyline more 
            complex and goes against the views of some theorists.

  Todorov believes narratives are structured in five stages beginning with the 
       state of the plot and ending in the reinstatement of everything. This 
  immediately shows how our product challenges the theory, with the ending 
 showing no progress in the two characters fixing their relationship. In addition 
    the three middle stages involve disruption of the plot, recognition of this 
   disruption and then an attempt to repair this. It could be argued our video 
   briefly follows these guidelines as ‘Elle’ does attempt to fix the problem by 
going to Harry’s house. However, the disruption is there throughout the story; it 
 does not suddenly appear or go away but instead the story flashes to clips of 
memories without the problem, showing how Todorov’s theory is not met in our 
                                   music video.

  Our feedback from the media class and friends, however, told us that the 
storyline was clear and easy to understand, therefore showing the storytelling 
             was successful and well received by the audience.

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Evaluation q1

  • 1. In what ways do your media products use, develop or challenge forms and conventions of real media products?   Music video…
  • 2. In ways our music video both meets and challenges typical conventions of  music videos. We felt it is necessary to meet some for it to look  professional and be received well by the audience, however, the ways  we have challenged these conventions make it interesting and we feel  reflect the storyline and song lyrics well.   How our music video develops forms and conventions of real products: Characters     Through intense research of music videos, I have  a good understanding of typical features of music  videos and therefore, along with my group, tried  hard to incorporate these into our own product.  Firstly, many artists music videos feature one  protagonist character (often being themselves)  with one or two less important figures; we have  used these idea by staring the artist ‘Elle’ as the  main character in the video with a main male,  Harry, who is seen significantly less and a final  character, Sarah, who is seen very briefly. The  This scene shows all three of lengths of their appearances indicate their  the characters that feature in importance to the story. my music video.
  • 3. Lip Syncing A convention of music videos which we have developed in our product is the  method of lip syncing to make it appear like the protagonist character is  singing the lyrics. Here are three clips where our actor did this:   We felt that by including lip syncing in the music video, it will make the  character appear more involved in the song as she is actually saying the lyrics,  suggesting to the audience she actually feels this way. Our reason for  including lip syncing in the music video was due to our research on music  videos of an indie/ pop genre which all included this convention. I feel our  actress lip synced well, which we ensured by playing the song while she  mimed to guarantee the timing was accurate. She also acted quite angry/  frustrated while saying the lyrics, getting across the characters personality  well.
  • 4. Camera Shots, Angles and Movements We carefully planned and practised the camera angles we wanted to use, aiming  to use a range of interesting shots to portray the situation the character was in and  how she felt. This included high angle shots during the smoking/ drinking scene to  represent her loneliness and feeling of being forgotten. The first scenes in the  bedroom also use a range of high shots to show her frustration but this changes to  a low shot as she walks to the bathroom, portraying how she now has an idea of  what she is doing, deciding to go out. Low Angle High showing angle to she is show overcoming frustration her confusion Like many music videos we included close up and medium to deliver the characters  emotions to the audience, while also using long and establishing shots to set the  scene at the different locations. The initial shot panned up the characters body,  introducing her to the audience while also showing a plain wall which we felt  represented her empty life.
  • 5. Furthermore, the camera movements we used included a 360 degree pan, during  the argument scene which we hoped would make the audience feel involved in  the characters argument. Our use of zooming into the picture of Ellie and Harry  made it easy for the audience to see this was what ‘Elle’ was focusing on and  thinking about while also showing them these would be the two main characters. The 360 degree pan shows the argument from various angles while also showing close ups of Elle’s face and so how she feels about the situation. Most music videos, from my research, use a range of camera angles, movements  and shots and our feedback has told us that by using this typical convention in  our own product, it looks professional.
  • 6. In Editing… Cross Fading Slide transitions Between several of our clips, we have inserted a ‘cross dissolve’ transition  which blends the two clips as they change from one to the other, making it a  smooth change. This is commonly seen in music videos so the clips flow well,  while also linking two different adjacent scenes, such as showing a time  change between the two clips. During editing, we added the ‘cross dissolve’ for  this reason, showing the time difference between the present and past as well  as to represent a short time change, such as the character walking between  two different locations. Cutting to the beat After watching various music videos of a simple  genre I noticed that cutting to the beat is commonly  Cross done. This makes the music video more exciting as it  Dissolve appears to be driven by the music. It therefore also  means the music video flows well and does not look  out of place with the song. I believe we did this  particularly well with the black and white memory scenes near the end which cut quickly with the pace of the music, representing her sudden rush of memories.
  • 7. Increasing the pace of the music video as the tempo speeds up Part of the song cuts to an instrumental which is fast paced; we met this sped up  tempo with selection of short, quick cut clips put together as a scene of the  character drinking and smoking. While fitting well with the speed of the music, it  effectively reflects the emotions of the character which are frustration and anger.  From my research I saw this is a convention often used in indie music videos as  they commonly have sections with an increased tempo or instrumental. Use of colour filters for time changes Research I have carried out shows that music videos which flash between two  different time periods often use a different colour filter to make this change clear,  for example in Katy Perry’s ‘The One that got Away’ and in Kesha’s ‘Tik Tok’. We  therefore included this convention in our own music video, making the past  scenes black and white, so the audience could easily identify the change in time;  in addition the lack of colour resembled the slightly faded memories which would  not be as clear as the present. Our feedback told us that the black and white  colour filter effectively portrayed these scenes as memories to the audience,  showing the editing was successful. 
  • 8. How our music video challenges forms and conventions of real products: Storyline The storyline of our music video is quite simple but includes flashbacks  between the past and present. This therefore makes the storyline more  complex and goes against the views of some theorists. Todorov believes narratives are structured in five stages beginning with the  state of the plot and ending in the reinstatement of everything. This  immediately shows how our product challenges the theory, with the ending  showing no progress in the two characters fixing their relationship. In addition  the three middle stages involve disruption of the plot, recognition of this  disruption and then an attempt to repair this. It could be argued our video  briefly follows these guidelines as ‘Elle’ does attempt to fix the problem by  going to Harry’s house. However, the disruption is there throughout the story; it  does not suddenly appear or go away but instead the story flashes to clips of  memories without the problem, showing how Todorov’s theory is not met in our  music video. Our feedback from the media class and friends, however, told us that the  storyline was clear and easy to understand, therefore showing the storytelling  was successful and well received by the audience.