Evaluation Q1
In what ways does your media product use, develop or challenge forms and conventions of real media products?
Before I began the creative process of my music video, a variety of research was conducted on existing media texts to pin point the conventions of a real media product.This was important in ensuring my music video appeared to be professional. Not following the conventions could cause miscommunication between the artist and audience as they are unaware of the genre or the purpose of the text. This links with Stuart Halls Reception Theory, he claims that texts are encoded by the producer but decoded by the audiance but they can see the text in a different way to the producers preferred reading.Within my research and planning I investigated into Goodwin’s Music Video Theory this helped me find the conventions of a music video. Goodwin’s theory suggests that music videos have eight main principles, examples of these are that they always have Intertextual References, Voyeurism, and Notions of Looking. Further information is found on my blog: https://izzychambersa2.blogspot.co.uk/2017/10/goodwins-theory.html
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The principles I followed for my music video were links between music and visuals also genre characteristics.
Stave Neal argues that “Genres are instances of repetition and difference” Through looking at exciting media many conventions of a rock music video was found.“Dairy of Jane” by Breaking Benjamin and “Tears don’t Fall” by Bullet for My Valentine both follow the same genre conventions. The main focus in the video is the band however a separate narrative related to the lyrics is edited between. My music video conforms to these conventions as my artist is shown playing the piano and lip syncing as the liner narrative continues. I wanted to feature my artist playing the piano to show an element of skill and talent. Audiences will then have a positive response to the artist as it implies they have creative skill. Within the rock genre I feel it is more important to audiences that the artist uses their own songs as it is more personal. This is also an element of notion of looking as audiences want to feel close to the artist. The conventions I did not follow was the colour grading used in the post production stage of both of the videos shown bellow. I took this decision to ensure my music video remained realistic enforcing the idea of my character living a ordinary life.
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Using lip syncing was strongly keeping to the conventions of music videos. Lip syncing is a common feature used in most music videos, I used this technique to create a relationship between the visuals and music. Syncing the visuals to the music showed my ability to edit my clips as they had to be perfectly placed and timed. I also synced my music to my artist playing the piano this gives the illusion of the music being live. "The star must be both ordinary and extraordinary" Richard Dyer (1979) Including lip syncing was perfect for creating a 'star'. Audiences can gain a relationship with the artist as focus has been put on the star alone. I showing my artist playing the piano creates the extraordinary element of my star as they posses a creative talent. The ordinary element to my artist is through the locations used within my music video. Locations used was non extravagant representing the artist as a normal and down to earth character. Audiences can relate with the artist seeing them selfs within the text.
Branston and Stafford (2006) state that " Stereotypes are widely circulated ideas and assumptions about particular groups" This quote is very interesting as when constructing my character, a lot of focus was on the stereotypical image of the rock audience. This was shown in my costume choice, the ripped jeans and jacket showed an element of rebellion, this is the general stigma around people who listen to rock. The black colour scheme enforced the goth aesthetic to my costume further conforming to the conventional stereotype of a goth.
The unconventional features of my music video are my chosen locations. A church was used for one of the locations this is not a common setting for an alternative rock music video. Within exciting rock music videos religion has been given a less serious and negative message. Barthes suggested that they are 5 codes which describe the meaning of a media text these are, Enigma Codes, Proairetic Codes, Symbolic Code and Cultural Code. Many of Pretty Reckless music videos make cultural references to religion such as 'Miss Nothing' makes a cultural reference to the last supper implying the artist does not respect religion as she is shown walking and dancing on the table. Within my own music video my religious ideologies are not shown. My characters attitude to religion is unclear, within my music video this remains an enigma code throughout, leaveing it up to the audience’s perception and interpretation. The preferred reading to my text is that my character is going to the church to seek guidance. The costume chosen contrasts with the church location implying that my character is not holy or religious. This was purposely done to insinuate that my character is truly lost, going to religion as her last resort.
The construction of my music video also challengers the conventional features of a music video. My work follows a clear narrative unlike most music videos which have no narrative but a montage of shots edited together. Todorov’s Equilibrium Theory states that most film narratives start with a state of equilibrium to go the disequilibrium then the new equilibrium. This can be applied to my music video; the video starts off with the character having a normal day however then the disequilibrium occurs as my character is crying the new equilibrium is her death. Following this structure is unconventional for a music video as this is generally seen in film. Sam Smiths “Not The Only One” however follows this same structure in having a liner narrative. I believe in order to gain audiences attentions companies are challenging the conventions of music videos to try and boost the popularity of the music video industry. Within my research and planning I found that the way in which audiences consume music has changed. This is seen in my study (https://izzychambersa2.blogspot.co.uk/2017/11/consumer-habits.html) Younger audiences use platforms such as Spotify and Deezer resulting in music videos becoming less popular and important to audiences. Within my music video I have adopted a film style in the attempt of attracting audiences with a new unconventional film style.