Evaluation One In what ways does your media product use, develop or challenge forms and conventions of real media products?

Finally finished ! :)

In the real media world, obtaining the correct conventions of whatever the product is absolutely vital. Throughout this course, I felt I had a thorough knowledge of the media industry

A music video or song video is a short video or film that accompanies a piece of music or song.

The brief we had was to create a music video, with no emphasize on the quality or the realism of the product.

Thorough research made it clear that the video accompanies the song, it enhances and compliments it.

Few videos actually have a lyrical intertextuality, it is the tone and genre that are portrayed through the visuals. This is generally shown through our video, the whole video is based upon the idea of being halfway gone in a relationship, shown in many other videos.

The conventions identified of a POP ROCK video that we combined together of music videos are -

• The lighting was often quite dark
• There were often desaturated shots
• Many different camera angles were used
• Many of them are live performances
• The clothing is quite casual
• There are often close ups displaying emotion
• The pace of the music fits closely with the editing
• A cameo can be commonly used

The use of the different angles and shots is commonly used in all music videos to convey the emotion of the characters.

Theorist John Stewart identified that -

-The music video has lots of aesthetics of a TV commercial, with lots of close ups and lighting.

-Visual reference in a music video should come from a few sources, cinema, art photography and fashion.

-The mise-en-scene can be used to emphasise an aspirational lifestyle.

-The essence of intertextuality, using something with which the audience may be familiar, to generate nostalgic associations and new meanings.

Andrew Goodwin has identified some key features of a music video:
-There should be a relationship between the musics and the visuals. The

visuals should illustrate, amplify or contradict the music.
-A relationship between the lyrics and visuals. What we hear should illustrate what we see.
-Genres have there own iconography and style.
-Voyeurism is present in many music videos, especially in relation to females.

The conventions of a music video highly depend upon the genre of the music, constructed through the links of the visuals and sounds.These theories in mine we were fully aware of the conventions that were so absolutely nessisary to include.

'Coz I'm Halfway gone and I'm on my way ..'

These were the lyrics that sparked the ideas for our vi deo, pr

ovoking the theme of loss within love and relationship. Having the realtionship between lyrics and visuals is displayed when Jon, the protagonist leaves Sophie, shuting the door behind him. It is the most significant aspect of the whole video, the climax of the video buids up to this point within the video.