Evaluation 1- In what ways does your media product use, develop or challenge forms and conventions of real media products?
Below is the script:
At A2,
the music video brief meant that our research of real media texts had to be
much more extensive and on a larger scale. My group and I watched a huge range
of films from the dance genre, especially Sia’s, ‘Chandelier’, but most
significantly many Beyoncé’s music videos, including ‘Halo’ and ‘What now’.
However, watching so many music videos from this genre, led me to notice the
difference between narrative and performance. This led us to do a considerably
larger amount of research- looking into different types of music videos to
identify typical media conventions, which is much less genre defined as
A2. Therefore, like ‘What now’, our
music video had a combination of both performance and narrative, which put a
distinctly contemporary spin on our music video. However, our researched was
not just limited to one genre, like it was at AS. Watching other music video’s
like Miley Cyrus’ ‘Malibu’ and Goyte’s ‘Somebody that I used to know’, we
discovered intertextuality is extremely common in music videos. Consequently,
we continued researching outside of the typical dance genre and implemented
them into our final media product. This is something we didn’t even consider
doing at AS.
As a
result our music video became inspired by many real media texts, including
‘Countdown’, ‘That’s what I like’, ‘what now’ and ‘Halo’. The music video my
group and I were particularly inspired by was ‘Halo’, which is clearly present
in our own media product. Beyoncé is a mix between narrative and performance,
where she is dressed in simplistic, monotone colours, with a faded colour
grading effect. Therefore, in our music video we used simplistic clothing and
the use of the performance dance aspect. However one aspect that interested us
most was the use of the mirror. Consequently, we used a bare, simplistic room
with glass surrounding it to create a mirror effect. However the mirror effect
created a slightly sinister atmosphere to our media product, which was inspired
by another music video- Rihanna’s ‘What now’. Furthermore, the narrative in
this music video is similarly paralleled in our final music video. As a result,
the use of implementing real media texts at A2 became considerably more
complex. Although we still used basic conventions, including using many
close-ups on the protagonist and the monotone colours like in ‘Halo’, we also
used a variety of more advanced conventions. This included, split screen, twitch
effect, glare effect and most significantly overlaying. However, this was
necessary to creating the most professional and skilled media product possible.
Furthermore,
at A2 the brief also required us to produce ancillary products- a website and magazine
advert. When doing our magazine research we realised the central importance of
interactivity on a website page for example on Rihanna’s webpage, where you can
buy merchandise, watch her videos and read articles on the brand she has
created. As a result my group and I set page, which enabled the user to watch
our music videos and other by the artist. In addition, a key convention we
found was photos. This included a number of photos of the artist from
performing to photo shoots and magazines. To mirror this, on our page we added
a widget to the homepage which allowed the user to click on photos and find
photos of the artists singing, throughout our music video.
Overall,
real media texts were a crucial part to understanding professional media
products. At AS they were fundamental to our creation of our own media product.
However as we gained knowledge and experience at A2, our media productions were
more widely researched and advanced, allowing my group and I to create a
professional and skilled music video.
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