EVALUATION Q1

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IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE, DEVELOP OR

CHALLENGE FORMS AND CONVENTIONS OF REAL MEDIA PRODUCTS?.

The media products that I used were an advertisement cover, digipak and music video, each of them consisting of its own codes and conventions. Each product that I contrived over the A2 course contained its own purposes that challenge the conventions of real media products for example an advertisement has many codes and conventions, mainly its aim is to emphasis in this case the artist and their music.
Many adverts have small information but in my opinion I think it says allot the image itself.

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The colour grey represents that masculinity and can be quiet conservative; however its used as a focal point for the artist and makes him stand out.

Notice the way 50 cent is looking straight at us, clearly emphasising himself as an artist and an individual.

Barcodes are indeed an essential for a magazine ad.

There are many conventions of an ad but all of the emphasis that is placed on an advert ends up promoting the product than the figure on the page. My advert that I created had the artist Marcus Green as a focal point and the background was sort of grey and was at night time so it had much more of a bigger effect in the actual artist standing out making it very attractive to our target audience. I also included the name of the company my artist is sighed to as well as bar codes, media institutions as well as social networking sites including Marcus greens own website as well.

However a Digpak also contains many conventions, again a digipaks main aim and accomplishment is promoting the artist. In order to do this well it has its own codes and convention that one must follow to be successful. Conventions like
A picture of the artist is ideal in creating a wonderful digipak as its symbolic. Background colour should be clear and has a visual link to the inside and back panels.

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Title of artist and album tend to be nice and simplistic.

A recognisable font that matches not only the front cover but has links with the inside panel and back.

All of these conventions of a Digipak all reinforce the artist image and to some extent the genre as well. My digpak consist of a range of conventions, in fact I used all conventions such as having a clear visual link in terms of font, picture background and size. I had my back panel filled with things like track lists as well as the barcode and copyright policy which is very important for the Digipak and in general CDs in stores. Last but not least music videos has its own conventions and codes as well, music videos tend to promote the artist and their genre but also we as the audience, as consumers would expect the beat of the song to accompany beautifully with the tempo. The music video that my group made was really good in terms of mise en scene (expression used to describe the design aspects of theatre production and film production), our mise en scene involved the actual artist walking down a dingy street singing with base tacks popping in and out, clearly the audience will assume that the artist feels a sense of isolation and sadness from his lover, there was only two props we used; one was a ring and the other being a suitcase. We also used a range of editing on final cut pro, edits like slow motion at the beginning to engage the audience, camera movements ranged from close-up, (from shoulders and above), to long shots but we did used more medium shots than any other shot in the music video, because we wanted to show the audience how energetic Marcus Green really is.

We looked at a range of theoretical ideas, but we havent looked at ancillaries for digipaks and advertisements, so were just left with a music video, theories like Goodwin who suggest that lyrics of a song will make constant references to the visuals on screen and it is the visuals that will reinforce what the lyrics say. An example of this will be linkin park somewhere I belong, in this video you will notice that anytime the main vocalist refers back to the actual lyrics like somewhere I belong we will always find ourselves looking at different locations like a room or some sort of warehouse

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Clearly this is being emphasised on screen as there are shots of different locations and what not I want to feel; like I'm close to something real I want to find something I've wanted all along somewhere I belong

According to Goodwin there are three types of structures a music video can have, they are; Disjuncture -This is when there is a little connection between the lyrics and music video, in other words the lyrics contradict what the video is telling us as a narrator. Example Michael Jackson man the mirror Illustration- This is when the video tells the story of the lyrics; dance is often used to express feelings and moods towards the audience Example Mac Millar America Amplification - This is when the video has a new meaning that does not conflict with the lyrics but adds a new layer of meaning towards the music video. Example linkin park crawling

Mulveys theory mainly looks at the way an artists is represented in a music video, mostly gender for example mulveys argues that in music videos it is the women that are seen as being sexual objects while men are not. Gender bias occurs in all aspects of the music industry, hence it is socially constructed. We as individuals behave in a certain way because our gender tells us to. Most videos in fact all are represented in an Alpha way that reinforces that masculinity, to add on to a womens worst nightmare we too live in a patriarchal society ( male dominant). Women are seen as being objects that represent themselves in more objectilised and negative way by showing more body parts (being semi naked on screen), less clothing such as Madonna Give it 2 me.

I can associaciate my music video to Goodwins theory in the sense that we did use an illustration, because we did kind of tell a story towards the audience with the help of the mise en scene, (costumes, location, props lighting and body language). Our music video was basically about a young man (artist) reflecting on his past walking down a street singing accompanied with base tracks that really kept to the pace and tempo of the music, I really think my group really followed Goodwins idea in the sense that the lyrics had a strong connection with the tempo, beat and also the actual visuals on screen.

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