Evaluation

Question 1:

To what ways does you media product use, develop or challenge forms and conventions of real media products?

My A2 coursework production that I produced was a music video intended to be distributed. The choice of song was from an unsigned band called Lost In Colour and their single was; ‘Searching For The Sun In The Dark.’ During the music video my partner and I produced, the text can be considered to use, develop and/or challenge a variety of forms and conventions of real media products.

1) A common convention that can regularly be seen in real media pop-rock genre music videos is the charismatic camera angles of close up/ extreme close up shots of the band instruments being used during performance shots. The purpose and significance of this is to represent the beat and rhythm of the music, which can be seen to match perfectly with the movement of the band members playing the instruments. Two examples of extreme close up shots of instruments are top left and top right below; Boys Like Girls, ‘Thunder’ and The Killers ‘Somebody Told Me.’

We used similar camera shots as these real media products and felt we developed this convention in our music video through using different angles. Rather than using just front on camera shots, seen in the below left image of our drummer playing, we developed this idea through using high angle shots of the guitarist strumming from the side to create a more Rock ‘n’ Roll atmosphere. We also felt that we challenged this convention by using extreme close up images of the instruments, which to begin with we were not totally confident on due to the quality of the footage, however it proved a success. The camera was attached to the guitarist during performance shots in order to get the best extreme viewpoint possible, the purpose was also to connect the passive audience with the rhythm and energy of the music video.

2) We also used the real media convention of lyrical visuals which could significantly be considered as sociocultural. Through lyrical visuals; matching the image viewed on screen to the lyrics, allows the audience to relate more with music video through enabling them to connect with the actions played and digesting an iconic meaning. This convention can be seen in the real media product below by The Killers, ‘A Dustland Fairytale.’ This visual image of the couple kissing appears at the time of the lyrics being; “with just another white trash county kiss.”

We incorporated the convention of lyrical visuals in our own music video at a variety of key moments in the lyrics. We strategically placed a long shot image of the actress in the white room with the lights flickering, at the moment of Lost In Colours, ‘Searching For The Light In The Dark’ lyrics being; “and its dark again” to signify this (below right). Rather than creating the lights flickering during editing we did this during filming by simply turning the lights on and off at random overalls over 20 seconds. This successful technique was identified when I was creating my AS media production by mistakenly taking a picture during filming, which highlighted the footage. Another example of the convention, lyrical visuals is again with the actress in the white room has a red scarf wrapped around her face, (middle left below) during editing this was placed at the lyrics; “I can’t breathe at all.” Due to these lyrics being embedded in the chorus a second visual to “I can’t breathe at all” can be identified (below left) when the prostitute coughs/chokes when taking a drag of her cigarette. The purpose of this was to represent suffocation to the audience creating a sense of isolation of the character, allowing the audience to relate to the video.

3) A common convention that we identified in real media products are band performance shots, particularly regarding music videos of the same genre as Lost In Colour; pop-rock. These corresponded with the intended narrative that we incorporated in our music video. Relating to cinematography, typical rather than original angles and composition were found in real media products and can be found in my music video. A common occurrence that we found concerning hierarchy and structure of how the band members were positioned was the drummer in the foreground the bass player and the guitarist slightly forward, to the side of the drummer (from a front on camera angle). Whereas the lead singer could be seen at the front, in the centre of the camera frame, potentially considered as the key signifier. The purpose of this is to engage the passive audience as it allows them to relate with the lead singing the lyrics. An example of this type of convention can be identified in the bottom left image, which shows the layout of Boys Like Girls, 'Thunder' music video.

Below right is an example of the band performance shot that we used in our own music video, as you can see we have clearly used this typical convention, particularly associated with pop-rock genre bands. However, we developed this convention through the use of using an outside environment in contrast to a studio set. This was purposely done to create an isolated atmosphere to correspond with the lyrics of ‘Searching For The Sun In The Dark’ and also to create a sense of realism.

4) A common convention that we identified in real pop-rock/ indie media products was the use of colour. We found primarily that the saturation of black and white was used for this type of genre due to it appealing to the target audience through being aesthetically pleasing. An example of this can be identified in the two top images below which are still shots from ‘Are You Gonna Be My Girl’ by the Jet’s. The contrast of colour with black and white can also be seen in real media texts to signify two different narratives. An example of this can be seen through the two below images which is from the Kings Of Leon music video ‘Use Somebody.’ The band performance shots can be seen in black and white, in comparison to the narratives that are shot in high definition colour (bottom left).

Rachel and I developed our own convention of black and white in our music video through using a significant amount of black and white saturation and alienating just one colour (red). This contrasts with other pop-rock music videos because the black and white is often only used to represent a flashback of some form e.g. a memory or a dream, it allows the audience to understand the meaning aimed to be portrayed. Not only did we develop on this idea but we also challenged the convention. We did not purely decided to use black and white for aesthetic reasons and because similar genre bands used this technique, but we also used it as a symbolic intensifier. Due to the nature of our music video and the various narratives seen throughout the text, the audience is made aware that the meaning trying to be broadcast is the devastation in society and the hidden aspects that are looked over. In particular, the divide in social status and the absence of equality. Furthermore to challenge this convention we purposely alienated the colour red, which was the scarf, during editing in the music video to make it significantly stand out and create an impact on the audience. The reason for this is to personify the barrier in society and social class that blocks equality in the general public. The intentional colour red being chosen to be the main colour to stand out is due to its vibrancy and the meaning of it. In this context the colour red is intended to mean: hate, pain, violence and warfare, all of which can be identified in our narratives. However, the colour also has a conflicting emotion of love that can be felt from it. Through using this colour against the background of black and white the powerful colour dominates the underlying message.  

6) We used a convention that could be measured as a parallel narrative in an interactive media form because more than three narratives are used and they can be considered as a coexistence of simultaneous, interconnected threads signifying particular points of view. An example of this can be seen in ‘Fireworks’ by Katy Perry, although this is not in the same genre as Lost In Colour.

We used this convention in our music video by having an overwhelming, four narratives in total. This parallel narrative idea can be seen to have been developed in our media text due to there not being a motivating narrative that takes lead; instead all of the narratives that we provided were of equal significance and move towards creating one overall meaning which can be received by the audience. Also we felt that we challenged this convention as at the end of our music video we draw three of the four narratives together by using a vertical split screen (far right below) to show the theme/link between the three and of course the meaning.

7) Lastly we worked the conventions of signs that portrayed meaning into our music video by incorporating writing. Most commonly signs are incorporated in real media texts as a signifier of the lyrics being sung. The below image ”I am found” is a recent music video made by Lost In Colour for the song ‘+354’ is an example of signs being used as lyrics. This music video came out after we decided to use signs ourselves in our music video for them. Whereas the image below this, taken from the music video ‘Dirty Little Secrets’ by The All-American Rejects is an example of signs being used to represent a narrative that has no sound. In this case members of the public are revealing their personal dirty little secret onto card.

We used the convention of signs in our own music video, much like The All-American Rejects did rather than in Lost In Colour’s, ‘+354’ video which occasionally represented lyrics. Instead we developed on this real media text as we signified the emotional meaning that was intended to be embedded throughout the narratives. All four of the narratives have signs associated with their specific meaning. Chav; ‘hate,’ tramp; ‘isolation’, prostitute; ‘freedom’ (as a contradiction) and in the white room narrative; ‘break free.’ We also challenged this convention as said before, through closing the music video with three of the four narratives coming together in the form of a vertical split screen (below left) to show the theme/link, meaning and overall understanding of the audience.