Final Products

Music Video

Digi Pak

Advertising Poster

Evaluation Question 1

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

Convention of form- Music Video

As a form of media, music video's have many conventions, however they are different in different genres.. The PowerPoint below explains how my product uses, develops and challenges the conventions of existing products and comparisons to real products.

Convention of form- Ancillary text

Convention of genre- Poster

In many ways my magazine advert conforms to the conventions of the genre. 

The artist name is large and across the top of the page making it noticeable, this is a convention as explored during my research.

The colour scheme is conventional, many adverts make use of bright colours to be attention grabbing.

Lastly, using balloon as a prop is unconventional, usually props are not seen and the focus is only the artist. I chose to use the props because it links to the narrative in my video for continuity. 

Representation theory and convention

Laura Mulvey 

Mulvey's theory focuses on 'visual pleasure and narrative cinema' her studies are based on how women are viewed as sexual objects initially in Hollywood films. The male gaze occurs when the audience is put into the perspective of a heterosexual man. A scene may focus on the curves of a women's body putting you the viewer in the eye of a male. The concept of gaze is one that deals with how an audience views the people presented. 

I conformed to Mulvey's theory as I often had extreme close ups of the artist lips and these are seen as a sexual object.

Mulvey suggested that female roles in media products often had little or no importance, for example in Scouting for Girls 'She's so Lovely' The female in the video has no real role, we have no insight into her personality or life, and merely see her through the male singer's (heterosexual) eyes as a sexual object.

I challenged this convention as in my music video Livi Fox plays the important role.The video focuses on her own. I believe the fact that Abbie (Livi Fox) was the only cast member in the music video reinforces the fact that the females role is vital to the product (as only she is seen thus the audiences full attention is on her). Having a one person cast consisting solely of a female aided me in challenging Mulvey's theory. 

Narrative theory and convention


Sven Carlsson

Carlsson suggests that music videos in general, videos in general, video fall into rough group’s performance, conceptual and narrative clips.There are elements of abstract and  performance in my music video. According to Carlsson these are 2 of the three major types of music videos I challenged this convention by incorperating elements of all 2 into my final product.

Performance - The artist is seen lip syncing and dancing, with a direct mode of address.

Narrative - there is no narrative to my music video

Abstract - Abstract costume and makeup with symbolism feature in the video.

Micheal shore

Shore argued that music videos are:

1. Recycled styles - This does not apply to my video, it challenges many conventions of the pop genre. 

2. They provide immediate gratification - Arguably my product does as it contains an attractive artist, but at the same time I have not used revealing costume.

3. They are information overloads - This is true for my product, ellipsis editing means that many days/weeks/months are seen in a few minutes, dramatic changes are seen in baby B's life throughout the video.

4. Violence: My music video does not conform to including violence. As opposed to physical abuse or metal abuse.

5. They feature heterosexual male fantasies: Arguable my product does contain hetero sexual male fantasies due to attractive artist and some clothing reveals skin.

Genre theory and convention

Steve Neale
Neale states that 'genres are instances of repetition and difference' and 'genres are not systems, they are processes of systemisation'. This is visable in my product because i have challenged many conventions of traditional Pop genre.

Evaluation Question 2

How effective is the combination of your main product and ancillary text?

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Evaluation Question 3

What have you learned from your audience feedback?

Evaluation Question 4

How did you use media technologies in the construction and research, planning and evaluation stages?