Evaluation 1 draft

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

Firstly, when discussing the question; 'In what ways does your media product use, develop or challenge forms and conventions of real media products?' I will be evaluating it mainly to the significant points referred to be the theorist Andrew Goodwin but also in comparison to typical conventions of my social-realist genre.

When looking at my music video it is seen to be narrative based, so my video tells a story of how a young girl has a strong relationship with drugs and alcohol, what you would say to be an unhealthy addiction.  I chose to create a narrative based music video as most music videos in the real world only contain a single relationship between the music and visuals, whether this be narrative, concept or performance based. An example of a solely narrative-based music video is 'A Team' by the artist Ed Sheeran. (screen shot) This gave me inspiration for my own production as a narrative based music video allows a single idea or message to be projected to the audience when their may be several interpretations to the lyrics being put across. For example when the lyrics say, 'Its too cold outside for angels to fly and angels die' in the 'A Team' ,this could have various connotations. My initial thoughts would include that of the theme of death, someone having passed away, but the narrated theme of the music video allows the audience to instead realise that with the character being in relative poverty she has to turn to the illegal practise of prostitution to create a livelihood for herself.  With angels denoting good, saying they die narrates how the character having turned to prostitution is seen as bad. Having my video narrative based I feel also suits my teenage audience  as this allows them to relate to the also teenage character present in my music video allowing connections between my media product and audience to be established. This is done though the use of mise en scene, camera angles, editing and sound.  An example of this may be through the use of a perspective shot so that the screen is not only being seen through the characters eyes whom is experiencing the event, but also the audiences (screen shot)

Andrew Goodwin also states that a defining aspect of music videos is the close relationship between the music and visuals. I feel that my music video challenges this, changing the tone of the music beat. I would say the music is fairly upbeat, having a light touch on the guitar throughout the song however, the visuals of the video change this, making it negative with the isolation and entrapment of the character due to their dependency on alcohol and drug abuse. (video clip) An example of this in the music industry however, is 'Time' by Chase&Status, having music which is fast in pace and fairly upbeat although showing the visuals of physical abuse in a relationship. (video clip) By the same artist though, Goodwin's point is support in the music video for 'Flashing Lights'. This sounds music of both a slower pace and lower beat, resulting in a less fortunate ending with one of the two main characters deceasing. (video clip)

Next, the mise en scene used to shows a relationship gathered from the analysis of the lyrics. For example the lyrics describe a relationship; 'I miss your laugh and your eyes, when you look deep into mine, it will rain when we kiss' From this I thought about more subtle relationships that could be had, such as an addiction, with alcohol and drug addictions being most prominent in society. The theme however was greatly influenced by Ed Sheeran and his song 'A Team'. This is also seen to influence the special effects used, especially that of a black and white colour filter. (screen shot) As the whole of Ed Sheeran's music video is filmed in the past tense, I decided to place a monochromatic colour filter over the film on the chorus of the song. I did this because the lyrics read, 'I took your love last night was it wrong or right, all I want is for your love diamonds'. Saying 'I took your love last night' shows that the lyrics are in the past tense therefore creating connections between the tense of the lyrics and the colour scheme in the two videos. Black and white is usually associated with the past also, as one would think of black and white photos or televisions. There is also a relationship between the music and the editing in my music video. This was influenced by 'Tidal Wave' by Sub Focus (video clip) where there is very fast paced editing at the start of the song to go with the quick  beat of the music.

Going back to the theorist Andrew Goodwin, he defines the common aspect of the notion of looking. My music video supports this as the notion of looking can be seen though perspective shots. (screen shot) This allows the audience to follow the female character, assuming this to be from a males perspective.
However, the aspect of star power is contradicted due to the band not being seen throughout my music video. As this is my bands first music video, the audience would expect to see them featured so that an image and opinion of the band can be formed however, my video is narrative in opposition to performed based. An example of this may be 'Time' by Chase&status where characters are shown whom are not in relation to the band in order for a story to be told (screen shot)

The genre of my music video is mainly seen to be social-realist. It fits the common conventions such as reference to alcohol and drug abuse, teenage characters and settings in everyday environments. The location for my music video was chosen very carefully, eventually being set internally and externally around my house. This was established through the use of a wide shot enabling the scene to be established (screen shot) I chose this as it fits the common conventions of social-realist films being set in estates and also the music video, 'Time' by Chase&Status parallels that of the internal filming within my house. (screen shot) Other conventions of social realism have been carried through into my music video including the use of low key lighting to suggest a dingy atmosphere as well as close up shots, allowing the expressions and feelings of the character to be taken in by the audience. (screen shot)

When considering my digipak in relationship to my music video, I followed the general conventions by creating a link between the two. Although this may not be obvious at first, I have attempted to created links between the deeper meaning of the lyrics and visuals, the girls relationship with drugs and alcohol. However, my digipak also challenges conventions as the band are not featured on the cover. This would usually be expected for a first album so that the audience can identify with the band however, a stronger link would be had not to feature the band, as my video is narrative and not performance based.My magazine ad also links to both my other media products, as the same image has been used.This follows common conventions as from analysing a range of magazine advertisements, the digipak or album cover is usually featured.The colour filter placed over my magazine ad is slightly different to that of my digipak having both a mixture of colour and monochrome. This however follows the colour scheme within my music video having both colour and a black and white filter.

Final Digipak Design

Photos of my final digipak design

Final Magazine Advertisement

Having edited my first draft of my magazine advert, I received further feedback on a range of newly edited adverts. From this I collected responses from a set survey asking questions about preferences on certain areas of my magazine advert such as; colour and different font types. Thus, my audience research helped me decide on a final print text. My decision was also made by receiving initial feedback on my digipak draft, enabling the artwork of my digipak to be reflected in the magazine ad in order to promote the image of my digipak to my intended audience, implementing the digipak artwork in their head. I feel having changed the colour scheme, adding in an area of monochrome, has helped add to the effectiveness of the injection within the dolls face by making it stand out and visually show the negative effect it has on the girl, being represented by a lack of colour. The area of light trails on the left hand side moreover represents that visually of a scar. This has therefore been included to show the damaging effect of the girls alcohol and drug addiction, harming her both mentally and physically. Finally, having added logos relating to the same genre as my Indie Pop band, increases the realism of my magazine ad, along with relevant quotes and purchasing platforms, connotations of which are seen on magazine advertisements in the music industry.

Theories

Althausser
Althusser used the term interpellation to describe the process by which ideology, embodied in major social and political institutions, constitutes the nature of individual subjects' identities through the very process of institutions and discourses of 'hailing' them in social interactions.

Barthes (Death Of The Author)
"The Death of the Author" is a 1967 essay by the French literary critic and theorist Roland Barthes. Believed that the audience create their own meanings so texts are always unstable and open to question - depending on the impressions of the reader

Barthes (images reinforcing cultural myths)
This is the way that media representations relate to the broader cultural myths and belief systems. For Example, does the way you've represented males/race/class/age reinforce or challenge any cultural myths?

Mulvey
The gaze is a Feminist theory developed to highlight the power imbalance between men and women analysing the way men see women, the way women view themselves and other women. The theory suggests that an audience are forced to view the text from the perspective a heterosexual male, films constantly focus on women’s curves and events that happen to them are portrayed at a male angle. 

Winship

The notion of complicity is about us being prepared for the reward of gratification, to recognise the ideal version of ourselves despite the anxiety this may cause.

Magazine Advertisment Initial Feedback

Manipulation process

Magazine Advertisement

For my magazine ad, I have taken my digipak cover and aligned it central on the advertisement. This allows the audience to identify the imagery of the album, becoming familiar, and therefore being able to recognise it. However, this has been slightly altered so that the band and album name have been removed for the digipak and instead been enlarged at the top of the magazine ad. This has been done to indicate the significance and importance of the text, as the eye typically reads down a page. When editing, I tried out a variety of different colour filters, monochromatic, saturated, along with a mixture of different textures. This allowed me to experiment, seeing what I felt worked and didn't so well. Within my different drafts, all included the typography 'new album - out now'. The inclusion of the word now indicates the urgency of purchasing the digipak along with the feeling of missing out if not. Apart from this I tried out a range of different settings, including logos, dates and ruled lines to add a professional touch to my basic layout. Hence, for my first draft I have decided to go with the bottom left image as the striking colours make it eye catching to the audience, along with the colours representing the modernity and beat of the Indie Pop genre. I further feel that bright colours appeal more to a younger, youth audience, in opposition to the elderly who are associated with less vibrant colours.