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QUESTION ONE- IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE, DEVELOP OR CHALLENGE

FORMS AND CONVENTIONS OF REAL MEDIA PRODUCTS?

For my music video, I have decided to have a rather ambiguous tone; this is often seen within indie
music videos as they make the audience consider the song in depth and make the videos more
relatable for the audience, especially as mine has multiple characters and shows multiple story lines.
The use of multiple individual characters and storylines is not generally seen in music videos and
therefore I have challenged many conventions of pop videos in doing so. As well as this, I haven’t
focused on making the female character sexually appealing to the heterosexual male audience and
have shown them, generally, in a non-objectifying way; which is not typically used in mainstream
videos due to the fact that the media is often created in order to appease the heterosexual male
audience; but as Halsey is a feminist and we are in a developing world for women, I found it
empowering to present women as people rather than something to be looked at. However, on both
my digipak and magazine poster, I have used female models; demonstrating how the music industry
often uses women in order to sell products, however, I have not placed the women in provocative
positions and so I have developed this convention by empowering women rather than sexualising
them. I have gone against the stereotypical lighting and colour of a pop music video through my low-
key lighting and darker colour scheme; but this fits well with the indie genre as they tend to
encourage people to think deeply towards the song and change their thoughts and opinions, as seen
in Alt-J’s ‘Breezeblocks’ music video.

Generally, music videos exaggerate life or try to show the ‘ideal’ situation; therefore, I have
challenged this by showing the negativity in people’s lives and their coping mechanisms, which in
some of my shots are shown to be rather extreme. However, I have followed Goodwin’s theory of
illustrating the lyrics of the song and therefore have followed the general conventions of a music
video, thus allowing the audience to understand the lyrics deeply and relate to the characters of the
video and the song. This gave my video a professional feel; furthermore emphasised by how I have
timed the cuts to the beat of the song, as seen in most professional music videos in order to
maintain the audience’s attention and interest.

Whilst it is common to use music videos within the indie genre to demonstrate how society truly is
and create a sense of enigma by having a conceptual video, I have challenged the generic pop
conventions by creating a sense of enigma creating a vague narrative and showing depressing
situations. I have shown multiple cut-aways of my model’s hands and close ups of their faces in
order to demonstrate their emotions and loneliness to the audience. In most pop music videos, love
songs show cut-aways of couples holding hands and close ups of their happy facial expressions;
therefore by showing individual’s hands and their sorrowful expressions, I have challenged the pop
genre’s conventions but enabled the indie genre’s ‘true life’ concepts.

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