1. 1. In what ways does
your media product use, develop or
challenge forms and conventions of
real media products?
2. General information
• In our media product, our group developed and challenged many
forms and conventions of our music genre. For example, we created
a jazzy production that consisted solely of performance and we felt
our visuals made the performance look both effective and original.
• The first thing we did was we referred to media theory when
brainstorming our ideas together. This was so we could therefore
develop and use media theory that allowed us to produce the best
production possible. We highly benefited from using various different
types of theory within our video because of the fact that it was used
as a guideline to how we wanted to utilise these particular theories
into our production.
• Throughout this slideshow, you will see how we applied these
different theories, in order to make our product genuine and
believable.
3. Synaesthesia
The first theory our group implemented into our research and development
was synaesthesia. This consisted of our group listening to the different lyrics
and soundtracks that TGFA had produced through his singles. This allowed
us to imagine what images we would utilise into this particular video to
make it seem effective and original. Overall, this was done in order to help
us build knowledge in developing a media product with interesting,but
effective visuals.
For example, while our group was producing our pre-production
storyboard, we thought that the best way to make our visuals look effective
was to close our eyes, listen to the song we were using, and then imagine
the visuals we felt would look the most effective for example, one member
of our group came up with the idea that we should put a red rose into our
pre-production storyboard as it signifies love and would ultimately
complement the lyrics of our song – „I Feel Love‟. We also thought that by
including this image we could use it as part of our Digipak because it helped
to capture the type of atmosphere we wanted to portray in our
production, so we could therefore engage our audience in the most
appropriate way.
4. Moreover, there were various visuals we
separately came up with to highlight different
signs. I.e. In one of our shots we had our artist
playing the piano in front of all his loving fans to
show that he has a crowd of people that love
and support his music.
Although, it was very time consuming putting
synaesthesia into practice , it was a worthwhile
theory in the long term as it gave our group
insight in creating ideas from the spot which
could be later implemented in our music
production.
5. Ferdinand De Saussure (1980):
Types of signs used in productions
Our group had related to the theory by Ferdinand De Saussure on the types of signs
we wanted to portray to our audience. These particular signs could have been either
singular or plural, which composed of either two or three types. The two signs that
our group thought would highlight our music video in the most effective way to our
audience were the iconic and symbolic signs. This was because our pre-storyboard
highlighted that we wanted to produce a jazzy music video that would draw in the
attention of the audience and represent our artist in an interesting and original way.
We displayed iconic signs throughout the various images that we implemented within
our production, i.e. the couple holding hands, while overlooking the river. Symbolic
signs were displayed through the imagery of the rose which symbolises romance.
Furthermore, our group did not implement the use of indexical signs as our music
video wasn‟t a narrative structure, but instead performance related. In addition, our
music video had no direct connection with any objects throughout our music
production.
In our media product, we aimed to create messages to the audience about the
concept of love which was focused throughout the lyrics of the song we used in our
advanced Portfolio. Our group aimed to produce a performance video which would
challenge Ferdinand de Saussure theory on signs, as not all real media products
utilise signs within their productions. This was a gap in which are group wanted to
form and implement in our media product.
6. Sergei Eisenstein's Theory on
Montage
Sergei Eisenstein‟s montage editing technique refers to the use of
developing quick cuts between various shots in any video. This is what our
group wanted to utilise within our media product in order to create
excitement, fluidity and originality. Our group had decided to challenge
forms of real media products as the majority of real media products are
usually slow paced productions, as opposed to montage related.
From our pre-production questionnaires results, the audience stated that
they wanted to see montage editing in the media product we were
creating, as they thought it would make it look „more unique and effective‟.
Overall, we felt this technique was utilised in the best way possible. As the
results from our post-production questionnaires displayed that our use of
montage editing made the video look more genuine and realistic.
However, our groups music production could have been said to contain
some elements of the theory amplification, such as the shot of the rose
within our production, which complemented the lyrics within the song.
Although, throughout the video, there weren‟t that many related
conventions towards love, which could ultimately create a sense of
disjuncture from Eisenstein‟s theory.
7. Richard Dyer‟s Theory
Our group implemented the use of an additional theory from the book called
Heavenly Bodies: Film stars and society by Richard Dyer.
In Mr Dyer's book, he describes how the star quality of your performer is
created and if there is any element of Utopia.
• From Dyer's theory, our group started to develop and use his concepts by
gathering elements of Utopia, which consists of the abundance of
enjoyment and heart which our group developed and used throughout our
Advanced portfolio. This was displayed through TGFA‟s performance and
the dancer in our foundation portfolio. Furthermore, other elements of
Utopia include the use of energy, and intensity which we also developed
and used as a group which is shown through the dancer and
TGFA‟s characteristics.
• The star quality is also implemented across both portfolios from the use of
the star image which is shown through clothing and their performances.
As, TFGA our music artist faces the challenge of being a successful Indie
artist overtime, it's vitally key that TGFA reflects upon Dyer's theory in Star
quality in order to progress in the music industry through the significance of
image and star potential. Artists that are signed up to major labels have an
advantage in being heavily promoted in their star image.
8. • Andrew Goodwin continues to develop Dyer‟s theory on the star system by
explaining the ways in which star-texts intersect with video clips. The
purpose of a music video according to Goodwin, is to promote and sell CD‟s
and especially maintain the star image of any artist. The audience must now
be encouraged to identify with the performer and consider the conventions
that have helped to create this „Romantic visual‟.
• In different ways throughout our production, we have applied Goodwin‟s
theory, as our audience understood and identified the conventions of our
music video, such examples can be shown through the visuals within our
music product such as the rose and the picture of the couple looking over
the sea. These particular still shots created this „romantic visual‟ that was
needed to enhance meaning on the concept of „love‟ throughout our
product. We wanted to achieve this because we had had negative feedback
from our audience, which highlighted that various parts of our video lacked
elements of interesting visuals that were needed in order to fully engage the
audience‟s 100%. By gaining this negative feedback, we were able to make
improvements on our video via Adobe Premiere 2.0. Although this was very
time consuming in the short run, it would allow us to make changes that
would help us to improve our production significant and able us to get the
best grade, we feel, is possible for people of our media caliber.
9. Intertexuality – Julia Kristeva
(1980)
• Our group's research and planning for our foundation and advanced
portfolios had been constructed through the use of the intertexuality
theory constructed by Julia Kristeva. When putting this theory into
practice, our group gathered many intertextual references through the
use of watching various YouTube videos of classic films and real
music videos. These existing references from real media products gave
our group ideas that could be developed further in our planning stages
for our media products.
• The intertextual references played a key role in helping our group
determine shots, angles and visuals our group wanted to implement in
our music product. For example, through watching various real media
products we were able to gather many ideas about different locations
that would be effective during the overall media process.
• On the following page, we have stated how we put tthe intertexuality
theoryinto practice, by giving example of music videos we saw, in order
to gather knowledge about how we could produce a realistic and
engaging product.
10. Intertextuality references that
our group used.
• Madonna „s music video “ Frozen” was a good source of an intertextual reference
which we applied the synaethesia theory to. Our group heard the soundtrack to
Frozen and then we started to visualize the imagery. The synaethesia theory would
later be developed more crucially when determining what single to choose out of
TGFA‟s album and as well as the given imagery that are group came up with.
Through understanding the synaethesia concept, we started to feel rather confident
in writing up our pre storyboard for the song “I feel love” after we gained the visuals
from the soundtrack. Examples of visuals our group came up with was TGFA
performing in concert and TGFA walking in a park while looking at some beautiful
women.
• Example „s music video of “Changed the way you kissed me” had been viewed for
intertexual research into the black and white effect. The majority of real music
products are only filmed in colour, so as a group we explored this black and white
effect to see if it could be implemented within our music video product. Example‟s
video is also a performance based video which looks so vibrant and effective due to
the black and white effect. This clearly gave our group an important reference that
could be implemented further.
11. • Lastly, our group used intertextual references, in
relation to Katy Perry‟s video for California girls
when looking at the quality of the lip synching
and how effective it is within the music video.
During the research and planning stages, Our
group had to perform a short video of ourselves
lip synching to a given song in our preliminary
task. This song we chose was California girls by
Katy Perry. We chose to reference to Katy
Perry's video as it was well lip synched music
video and we all knew the song very well so it
made it easier for us to lip synch for our end
product.
12. Advanced Portfolio Challenges
• One convention our group gathered from our research and planning for our
advanced portfolio was that we could ultimately challenge real media
products by making our lip synching look more realistic, in terms of the
words coming out the artist‟s mouth being in time with the lyrics being
played. This is because in some real music products we have very recently
seen, the lip synching looks out of time, which in turn, makes the overall
production less effective. Even though it was very time consuming getting
the lip synching perfect in the short-term, it would allow us to hopefully
achieve the optimal grade possible in the long term as a result of doing this.
• Our groups advanced portfolio consisted of a variety of locations which
were unique and different which challenges existing real media products
which have minimal locations and are quite dull.
• The choice of our song, we felt was catchy, unique and original within both
the soundtrack and the lyrics. In comparison to real media products within
the independent label industry, our group felt we had challenged other indie
label songs through the promotion of our soundtrack.
13. • The majority of participates in our post production questionnaire , agreed with
our promotion of our soundtrack because of the visuals, the lyrics and the
song itself engaged the audience. we were able to create and develop a
strong foundation of how to produce a strong and exciting video during our
media course. The use of quick montage editing within a space of 10
seconds implements various camera angles such as close ups , side view
shots and long shots. This was effective towards our audience as it created
a sense of anticipation and vibrancy. In fact, we feel, the success of real
media products are a down to the visuals, the editing effects and the song
choice in which the audience found enjoyable to listen to.
• As a group we felt we had matched existing real media products
and entail had challenged a minority of major label music products in
comparison to our music product in which we felt our group achieved and
created a very successful music video, even through our group‟s lack of
funding.
• In addition, our media product could have been said to contain elements that
challenged existing real media products, in terms of the effects that were
utilised. I.e. the black and white colour effect as the majority of real media
products only use colour footage. By our group implementing both forms of
effects, we would create a music video that would be intriguing towards the
audience as our footage would look more lively and would create a jazzy
feeling.
14. • Our group also implemented a use of variety of camera angles and shots which had
been developed over both portfolios. This created more emphasis upon our media
products and entail challenges existing real media products to some degree, as some
real media products don't implement a variety of camerawork.
• In different ways throughout our production, we have applied Goodwin‟s theory, as
our audience understood and identified the conventions of our music video, such
examples can be shown through the visuals within our music product. For example,
the rose and the picture of the couple looking over the sea. These particular still shots
created this „romantic visual‟ that was needed to enhance the meaning on the
concept of „love‟ throughout our product. We wanted to achieve this because we had
had negative feedback from our audience, which highlighted that various parts of our
video lacked elements of interesting visuals that were needed in order to fully engage
the audience‟s 100% attention.
• By gaining this negative feedback, we were able to make improvements on our video
via Adobe Premiere 2.0. Although this was very time consuming in the short run, it
would allow us to make changes that would help us to improve our production
significantly and able us to get the best grade, we felt, was possible for people of our
media caliber.
15. Amplification vs disjuncture
The video we created would be in the category of
„disjuncture‟ as the lyrics/music does not really have too
much relevance with the video, the video is more of an
audacious effort to put the audience into a happy
place… or as Richard Dyer would say „ a Utopia‟.
Whereas the video could have amplified the lyrics by re-
enforcing what they here with visuals that match them.
It could be said that our video features a high level of
incoherence too as the video purely shows a brief
round-up of T.G.F.A‟s performance/ enjoying life in
London.
16. Hyper Reality
• When producing our storyboard we wanted to make a music promo
video that creates a hyper reality / a state of simulacrum. These are
post-modern terms that mean creating a „special place that‟s out of
this world‟ – one would create hyper reality for a target audience that
would enjoy watching videos for escapism, however we feel we
have achieved a certain degree of escapism within our video without
forming a hyper reality. However we did not decide to create a state
of simulacrum as we wanted our video to be more realistic. Plus we
did not understand how to apply CGI effects which would have been
key for our initial storyboarded ideas, which would have heavily
involved creating a hyper reality, we as a group believe that creating
a hyper reality would have not made our video look as professional.
17. We Media
• Our products we felt, had reflected the „we media‟ theory
in various different ways. We conducted everything on a
small scale. For example, we did not go out and buy
specific clothes for our artist, we just told him what to
wear on various production days. Also, we chose
locations that we did not have to pay for - This is the
same as anyone producing any form of footage with no
budget whatsoever. For example, when going to the
Proud Venue, we had already received a confirmation
letter from the manager of Proud about free entry to that
particular location because we were special guests To
TGFA.
18. We Media - Technology
• We media had been utilised through the use of
technology within the construction of our music
product. Risk assessments had been created
through the use of Adobe premiere 2.0 and
Prezi presentation. Our group had also created
slideshow presentations through the use of the
programmes such as Kizoa and Animoto.
Furthermore, our final copy of our media product
was put onto Youtube, which in a sense reflects
upon „We media‟ as our music product could
target audiences worldwide.
19. Secondary Research
• Secondary research had been conducted by looking at different Digipak CD covers and music
websites. For example, we looked at Ed Sheeran‟s website, which displayed in depth information
about the construction of both his website and digipak. It also highlights that the website
homepage displays that Ed Sheeran‟s debut album is available on I-Tunes, which
ultimately allows the artist to promote his music via the I-Tunes website.
• The website in comparison to the album cover is very similar. In terms of the colour, i.e. the
website and album colours are very bright and warm.
• The album cover is displayed on the website, to try and promote the artist‟s image. The video on
the website reflects upon the type music genre the artist sings.
• In addition, the website includes on the homepage - Live dates and venues - That displays when
the artist is performing and where the artist is performing at. The video to his most recent release,
lyrics to the all of his songs, an on-line store and any recent news that has happened to him. Also,
an advert that promotes his appearance/image.
• These are some of the things we included in our website and digipak to allow us to hopefully get
the best grade possible.
.
20. Digipack Examples
• Rhianna‟s Digipack is constructed through an image of Rhianna laying
across a Red rose bush which covers the inside of the digipack. The album
conveys to the audience the conventions of love through the symbolic
images of the roses. This displays to the audience that Rhianna‟s new
album is written about the concept of love.
• The Groove‟s Digipack CD cover is constructed through the use of 4 sides
which entail have the same background color of Red and there is also the
use of yellow bold writing. This creates a Jazzy feeling which reflects upon
their music genre of pop/ Jazz. The groove are conveying messages
towards their target audience that they are a unique band who are also very
simple but funky which is shown through their Digipack design.
22. • Katy Perry Website - Conveys to her target audience that she is living the
Californian dream as Perry is displayed laying down on a blanket of clouds
in order to represent heaven. Perry creates meaning towards her audience
as she is promoting that anyone could lead this Californian dream in their
life time.
• Example‟s Website – Conveys to his target audience that he is a dominant
figure as he is wearing a leather coat and also he is staring right at the
audience which creates a message that Example he‟s unique and a
powerful figure as his representation.
• LMFAO‟s Website – Conveys a formal message (sorry for party rocking)
which is displayed on the woman‟s body. This infers many different forms of
messages towards their target audience such as sex, partying and
trespassing into any given party.
23. Website addresses that we
researched on
• http://www.lmfaomusic.com/
• http://www.trythisforexample.com/
• http://www.katyperry.com/
• Above are music website links that we used to help our
group gain various knowledge about how to produce a
good and effective music production.
