IN WHAT WAYS DOES YOUR

MEDIA PRODUCT USE, DEVELOP

OR CHALLENGE CODES AND
CONVENTIONS OF REAL MEDIA
PRODUCTS?
Chloe Walsh and Chloe Challenger
 In what ways does your media product use codes and conventions of
real media products?
In our music video we use a number of different traditional codes and
conventions of the pop genre. For example, we have used similar props and costumes
to what have been used in other existing pop music videos. In the video, the female
artist wears a quite heavy make up, similar to other music videos An example of this
can be seen during the first shot where the artist is shown. The shot is a close up of
the female artist and her heavy make up is clearly visible. Mulveys idea of the male
gaze can be applied to our product as the female is often in a close up shot, amplifying
her beauty. Wolfs beauty myth can also be applied to the use of heavy make up in our
product as she states that, womens standards of physical beauty have grown stronger
because of the commercial influences on the mass media. An example of this can also
be seen in Zara Larssons Aint My Fault video, as they use a lot of close ups of her
singing with heavy make up on. They also use long shots and mid shots of her walking
and singing in a small dress with high boots on representing her as a sexualised figure.
Another code and convention we utilized in our music video is the camera
language. We use a variety of shot types in our music video and all of these are
conventions of the genre pop. For example, we use a variety of close up shots of both
artists during the performance shots. This promotes the artist according to Goodwin,
these close up shots will meet the demands of the record label because of this.
Another shot utilized in our music video that conforms to the genre conventions is the
use of two shots and point of view shots. For example, a two shot is utilized showing
the two characters driving, this establishes the relationship to the audience. POV shots
are used to represent the nature of the characters relationship and to put the
audience in the position of the character. An example of where this is used is in Jonas
Blues Perfect Strangers music video, they utilize POV shots when the two characters
first see each other to create empathy in the audience where they are placed in that
characters position. In addition, a two shot is used in Justin Biebers Love Yourself
In what ways does your media product use codes and conventions of
real media products?
Furthermore, we use the same lighting as used in similar pop media products. In
most pop music videos, high key lighting is used to coincide with the upbeat
instrumentals. Throughout our music video we utilized ambient, utopian lighting in the
studio shots of the artists performing and we also used high key ambient lighting for
the narrative shots. Goodwins idea of the relationship between music and visuals can
be applied here as the feel-good, upbeat instrumentals are reflected in the highly
saturated colour palette and the use of ambient lighting. An example of this can be
seen in Maroon 5s Dont Wanna Know music video as it uses ambient lighting for the
narrative shots and high key lighting in the studio shots. In addition to this the colour
grading that we have utilized in our music video follows the conventions of a pop
music video. In our music video we use a very warm colour palette and is reflected
through the use of ambient, utopian lighting. An example of an existing product that
uses similar colour grading is Katy Perrys Roar music video; the music video is set in
the location of a jungle, and the use of a warm colour palette is reflects the
instrumental. Goodwins idea that there is a relationship between the music and the
visuals can be applied as the upbeat and summery feel to the instrumental is reflected
in the colour grading of the music video.
institutions
mass audience
conventional
 In what ways does your media product develop
codes and conventions of real media products?
We develop a range of codes and conventions in our music video. For example, Goodwins Genre
Characteristics for the pop genre generally have the same artist and protagonist in the music video. An
example of this is Justin Biebers What Do You Mean music video as the artist is also in the narrative.
However, in our music video we challenge this theory as our artist and protagonist are different people.
However, we did use some narrative conventions in our music video. Typically most music video
narratives follow a linear structure which is also what we used. This means that there is a clear start and
end to the narrative, ours being that their relationship became more intense as the music video
continued. This is similar to Charlie Puths We Dont Talk Anymore music video they start not knowing
each other which is illustrated through the use of a split scene and by the end of the music video they are
talking to each other.
Furthermore, the secondary key feature of a music video that Goodwin identified was that there is
also a relationship between the music and the visuals. This can be done through the use of illustrating,
amplifying, contradicting and also asynchronised. In our music video we have developed this feature as
we used straight cuts in synchronous with the timing of the music in 4/4 timing. We only used this in
some parts of the music video, however we didnt do this the whole way through to allow the narrative to
be clear and come through. One existing music video that does this is The Chainsmokers Dont Let Me
Down music video which inspired us to do the same with our music video. This is due to the shots being
cut to the beat of the music which ties it all in together, however they only tend to do this when the beat
drops in the chorus of the music video. They cut between long and close-up shots which gives it a choppy
effect. The use of cuts as a transition in our music video is a convention of the genre as they tend not to
use any other transition such as a fade, apart from at the end of the video.
Another development that we made in our music video is Mulveys idea of the male gaze which can
be applied to our product as the female is often in a close up shot, amplifying her beauty, however
doesnt come through too strong. Wolfs beauty myth can also be applied to the use of heavy eye make
up in our product as her idea is that women's standards of physical beauty have increased due to the
commercial influences of the media. An example of this can also be seen in Zara Larssons Aint My
 In what ways does your media product challenge
codes and conventions of real media products?
One way in which our music video challenges codes and conventions of real media
products is the way we used different characters in the narrative to the artists themselves.
This worked successfully through the layering of a black and white filter on the artists to
distinguish between the two. This allowed us to portray the love between the male and
female as we could give a clear representation through the visuals. Both the black and white
effect and the style of different characters to artists subverted the codes and conventions of
real media products of the pop genre.
Another way we subverted from the codes and conventions is the location of the shots.
For example, due to the low budget, we wasnt able to get utopia life-like shots. An example
of this kind of shot is the establishing shots of the beaches in Benny Benassi and Chris
Browns Paradise music video. However, we did get the opportunity to have the use of the
vintage BMW car as a prop which connotes class and relates Judith Butlers gender
performance of the typification of the males passion for cars.
One more way that we challenged the codes and conventions is through disrupting the
Realism Abercrombie theory. Media products always mediate or encode reality. We have
challenged this theory as in existing music videos such as Justin Biebers What Do You
Mean video, the level of realism is quite low as he plans a robbery in his house to get the
attention of the female. However, in day to day life this wouldnt happen. In our music video,
we have subverted to this as there is a great sense of reality represented through the
couples relationship.