Evaluation Question 1

What ways does your media products use, develop or challenge forms and convention of real media products?
focus on:

Mulvey

Laura Mulvey states that the audience is always looking through the male perspective; therefore women are dismembered and objectified in order to appeal to male audiences.  This is done through the choice of clothing, hair, setting etc. music videos place a great emphasis on representation of gender, especially of females for the male gaze.

When my groups and i were planning and creating the music video, we did not have any intention of following Mulvey's theory and incorporating the male gaze. this is because we wanted the focus to be on T-C as he is a new artist. Also, artists such as Wretch 32 do not have this aspect in their music videos. Therefore i did not do much research into Mulvey's work which could affect the music video.

Vernallis
Carol Vernallis had observed the camerawork and editing, and found that they match and move in time with the beat of the music. My music video follows this convention as the camera moves in time with the song and the video is a cut to the beat of the song; especially during the chorus.

i was heavily influenced by the original music video 'Forgiveness' by wretch 32 where the camera moves in time with the song and the video is a cut to the beat of the song; especially during the chorus.

Goodwin:According to Goodwin, music videos are built around the song itself and the artist plays the part of the narrator and character throughout the narrative. They often look into the camera to involve the audience.

He noted that one of three structures was followed: illustration, amplification or disjuncture.The music video I created followed a disjunctive structure, as the meaning of the lyrics was mostly ignored; however, at some parts the meaning of the lyrics were amplified which had challenged the disjuncture structure (eg street life, attending church).

This is how i used a disjunctive structure in my video

Aspects such as non-continuity editing, disjunctive narrative, bass tracks, artist looking directly into the camera and the visual matching the beat of the song are included within the structure of my music video.

for the ancillary, i completed some personal research which  influenced me. my group agreed on the colour of the synergy which is white and Gold/yellow. Below is one a example of synergy.

As you can see that both the music video and the cd cover have the main artists wearing the helmets which is being promoted and getting it across to more audiences as they recognise the logo.

Here is a digipak from an artist that i have analysed to show the conventions. This helps to know where the features should be positioned.