Evaluation Question 1

Evaluation Question 1: In what ways does your media product use, develop or challenge forms and convention of real media products? In my music video, I used many conventions that are typical to the rock genre such as consistent colours and lighting, the formation of the band, editing to the beat and star image. However I have also challenged some typical conventions to benefit my video such as Todorov’s equilibrium theory, Laura Mulvey’s male gaze theory and the general attitudes towards the rock genre. USED When filming for the music video, we decided that the lighting we use should be consistent so that the band’s target audience will easily be able to recognise them. This is an idea that stemmed from my research. For example band’s such as Green Day and Coldplay use consistent colour within their videos and performances. In Green Day’s American Idiot the colour green is used consistently throughout, this allowed their audience to identify with them therefore creating a brand. This is the same with Coldplay, in their song A Sky Full of Stars as well as being set in a natural environment there is a lot of colour involved but primarily the colours of the rainbow. After that they then went on to use this same colour scheme in their live performances and for the front cover of their album A Head Full of Dreams also creating an image. In my video, the colours are primarily red and blue. I felt as these are both primary colours they are naturally more striking. They also have connotations of the target audience as red and blue most commonly represent males and females. The formation of the band is very significant in the rock genre as there is mostly a set formation that most bands adhere to. As shown in the picture the formation usually consists of the drummer in the back the guitarist and bassist on either side of the lead singer who is placed in the front slightly in front of the others, however either slightly to the left or the right so that the drummer is still visible to the audience. As this is a typical convention and is used by most if not all current rock bands we decided, as a group, that it would be the best decision as it allows the camera to capture each individual member of the band without resorting to close ups. Most artists, irrelevant of the genre, create a star image for themselves; media theorist Richard Dyer coined this phrase to explain how the terms ‘pop stars’ and ‘pop performers’ have become interchangeable due to music increasing becoming more about the artist’s image that has been created through their videos and other merchandise. Mise en scene elements help to create this image as they provide continuity and recognisable imagery so their fans can identify them and therefore buy their albums. For my music video, I used lighting in order to build an image for the band so they can be easily recognised by their target audience. This use of lighting also reflects the nature and mood of the song which is also afflicted onto the audience when they listen to and watch the video. Most, if not all, rock music videos has some kind  of relationship with the lyrics in order to reinforce them to the audience. I decided to adopt this in my music video through both the narrative and the performance elements of the video. One lyric in particular is “it’s the same as yesterday” and at this point the main character says the exact same line while sitting in a therapist’s office after she has just asked him how his day has been. This reinforces the lyrics and suggests that the main character, while he is trying to rectify or seek help for his problems things so seem to be moving to fast and he is stuck in a cycle that is repeated everyday. CHALLENGED One element that I challenged during my music video was Laura Mulvey’s Male Gaze theory. The theory recognises the way in which visual arts view women a masculine point of view; presenting women as objects of male pleasure. As the narrative of my video is about self-evaluation and personal struggles within a relationship more than the relationship or love in itself the male gaze didn’t apply. However, some camera movements such as the tilt shot created a reverse male gaze or ‘female gaze. ’ The tilt shot began at the male characters feet and then slowly tilted to reveal the rest of his body and face. This shot objectifies the character as we now view him from a female point of view. Another element that was challenged was Tzevtan Todorov’s equilibrium theory. Usually this theory would apply more to movies or short story, however as music videos are now more commonly being used as short films this theory does then become relevant. Todorov believes that every narrative follows the same structure; equilibrium at the beginning of the piece, then something will occur to disrupt the equilibrium but eventually this is rectified and equilibrium is restored at the end of the video. Even though this theory is partially true as some sense of equilibrium is has been restored at the end of the video, the video started of at a time of disequilibrium that only started to be resolved during the ending minute of the video.

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