Evaluation 1 A2 Media Studies

1. Evaluation 1:
In what ways do your media products Use, Develop
or Challenge the Forms and Conventions of real
media products?

2. At the beginning of the A2 course during the research stage I researched into the form and the
conventions of music video and explored all of the techniques used to create a realistic product.
I have also looked into Andrew Goodwins ‘Dancing in the Distraction Factory’ about his 6 key
features of a music video which are 6 statements you would expect to see in a music video and it
allows you to analyse a music video based on features.

3. Firstly I researched what conventional camera shots and
movements go into a music video and found that ‘Our Song’ by
Taylor Swift is a good example as at the beginning of the music
video they have a mixture of shots such as long shots, mid shots and
close ups which show her facial expressions and movements when
she is on the phone. The music video also have a variety of camera
movements such as a tilt shot and panning around Taylor as she is
moving.
Another convention in music video is mise-en-scene which refers to
the arrangement of the props and performers on stage as well as
the location, colours, lighting and costume. A good example of a
music video using mise-en-scene is ‘Don’t Stop’ by 5 Seconds of
Summer as they are dressed up as superheroes connoting that they
don't stop what they are doing. The colours of the costumes are
brightly coloured which connotes a lively up beat song.
Editing and lighting are also key conventions to a good music video
as editors generally edit the video using jump cuts or fade in time
with the tune of the song and it connotes the style of song for
example an energetic song would use jump cuts which keep the
video lively and this is shown in the video ‘Wings’ by Little Mix,
whereas in a slow song they would use fade in which keep the video
flowing at the same pace of the song.
Lighting depends on the style and genre of the video, in pop videos
they use artificial lights when there are groups of dancers or they
use natural sun light when filming outside.

4. My media products develop the forms and conventions of a
real media product because I have proposed a female pop ‘girl
next door’ artist and I have used typical conventions of a
music video such as I have used a range of different mise-en-
scene, camera work and editing techniques.
Firstly I have used a variety of locations which identify the two
different moods of my music video, this clearly shows the
connotations of Jenny being happy and sad as when she is in
the bright summer sun she's shown to be happy and cheerful
whereas she's sad and upset in her dull, dark bedroom.
Throughout my video I have used a number of different types
of iconography such as a guitar, lipstick, a photograph and a
mobile phone and they are all been linked together to create
the sad/upset scenes as the all have the same connotations
for example the tearing up of the prom picture and smudging
the lipstick all over Jenny's face both show how she isn’t
taking the break up well which I feel challenges the forms and
conventions of a music video.
I have used natural lighting as most of my video is filmed
outside in the sun which is a typical convention of a music
video as it makes it look realistic and not fake.
During the whole process of making my video I have used a
number of different costumes as I makes the video more
entertain as it doesn’t get boring looking at the same clothes
for 3 minutes and this is what is generally done in music
videos in different scenes therefore I feel I have used the
conventions of a real music video.
I think I have developed the forms and conventions of a music
video because I have kept all of the lip sync in time therefore
makes the video look realistic.

5. Here I have shown a mid shot of Jenny putting
her lipstick on which uses the forms and
conventions of real products as I have used the
same type of shot as Miley Cyrus in her video
‘Who Owns my Heart’ which follows Andrew
Goodwin's theory about the notion of looking.
This is a long establishing shot showing Jenny
playing her guitar. This develops the
conventions of real music videos as I have
dulled the saturation which lowers the tone of
the video just like in Amy Winehouse’s video
‘Back to Black’ and follows Goodwin's theory
about the tones and atmosphere of the video
affecting the audiences mood.
This close up helps the audience identify what
the artist looks like and the artist can develop
different motifs which reoccur across their
work. I have used a close up near the beginning
of my video just like Miley Cyrus in her
Wrecking Ball video which makes the audience
feel closer to the artist which challenges the
forms and conventions and links with
Goodwin's 4 statement.

6. My digipak and magazine advert challenge the
forms and conventions of real media products as
the scenes in each of the products link with the
scenes in my music video. I have used mid shots
for my print products which makes the audience
feel closer to the artist. I have been inspired by
Taylor Swifts ‘Our Song’ album cover as she has
use flowers and have a summery theme which is
like the theme I have chosen for my album cover. I
feel that my print products look realistic and
challenge the forms and conventions this is
because I have used Photoshop to edit my
photographs making the quality look more
professional.