Vera Kamara 1268 Evaluation Question 2

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

The genre of my music video is RnB. Therefore, when doing my research, I made a note of conventions in relation to genre:

Main task - music video Mise-en-scene Camera angles Editing Representation

Mise-en-scene I noticed most RnB music video's contain shots of the location, at the start of the video. These are shots of presumably houses, owned by rich people. This sets the scene.

The left image is the location used in my music video. I choose this location after analysing a RnB music video; which used this image (the right image) as their location.

My target audience did not follow the 'Demographics' profile, as my products were targeted at women between the ages of 18 - 23; of any financial status. My chosen location follows an RnB music video convention, which we chose to follow.

I also noticed through mise-en-scene in RnB music videos; the artist uses a microphone as a prop whilst the singing directly, into the camera. I developed this convention by; making my character sing in front of a white background. I made the white background brighter like in a real media text. I did this in media technology Adobe Premiere Pro, when editing my footage.

To do this, I went to Video effects, then within this category I went to Colour Correction and dragged the Brightness & Contrast onto the footage which I wanted to make brighter.

This is linked to the music video theory by Andrew Goodwin. He believes one of the characteristics of a music video is; 'thought beats (seeing the sound mentally). This is when:
The audience should look at the chorus and verses in depth Listen to the words/lyrics the artist is singing, and look for a meaning Listen to the artist's mode of address as they are storytellers The artist is seen as a storyteller when they sing directly into the camera. This is a convention which we have used. I used this convention because, when the artist looks directly into the camera she is breaking; the 4th wall between her and the audience. An audience member who has experienced cheating as an issue, in their relationship may be able to find themselves in her (Uses and Gratifications theory - personal identity).

The costumes needed to match the characters lifestyle. For example my characters live what could be seen as a luxurious lifestyle. Due to this I made my male character wear a suit, carry a brief case and wear a well known brand (G Shock watch). This is because a stereotypical rich person is someone who wears, smart or fancy clothing.

Camera angles
Close up shots is a convention used in RnB videos. When the artist is singing, and looking directly into the camera we can not only see but feel and; share her emotions with her. I have used this convention as shown below: The real media product and my product both show a close up shot

However, the close up shots are often handheld shots:

Camera angles
When a close up handheld shot is not being used, a medium close up or medium long shot, is used. This shot is usually static and does not move, at all. We are shown the relationship between the characters on screen. This is also a convention used in real media products, which I have also used.

The real media product (right image) is an example of Strausss theory; binary opposites. The two genders are opposites, also the male looks more dominant, over the woman. This aids in showing the narrative. I have chosen to develop on this in my product.

Andrew Goodwin also believes 'voyeurism' is a feature in music videos. Some record labels demand certain things to be included in a music video, in order to sell music. This could be use of close-ups especially on the female body (voyeurism). The image can be use as a marketing tool. This has encouraged me to do some research on my artists record label. My chosen artist (Jazmine Sullivan) belongs to J Records, who are in partnership with Sony Music Entertainment. I watched and analysed music videos of female artists whose music belongs to their label. The locations, props and costumes were all quite similar. The characters/artists lived in rich houses, with expensive jewellery/accessories; and their costumes werent as revealing. This is what my target audience wanted, but I will go deeper into this later.

Editing
In professional existing music videos, the tempo of the song sets the pace for the editing. For example, if the song has a quick tempo the clips will be approximately; 4 to 5 seconds long. Whereas, if the song has a slow tempo the shots could be 9 seconds long. However, as the genre of my video is RnB the shots are usually 4 to 5 seconds long. This is a convention which I have followed.

Representation
I wanted to challenge gender stereotypes, to appeal to my target audience and also to make viewers; question themselves. Viewers who accept stereotypes such as 'women are usually in the kitchen cooking', will question themselves when watching my product. In real music videos, we often see the female cleaning, cooking etc. My media product challenges this by having, the male doing the cooking instead of the female. Things stand out more when they are contrasting. This is shown when we look at the boyfriend's physic. He is muscular and Hench. These words can be associated with words such as; 'gym' and 'attractive' but never 'kitchen'. I feel this can challenge the viewers.

Costume I previously mentioned my characters did not wear revealing clothing; and my target audience wanted this. I challenged real media products as, some of them involved their artist wearing revealing clothing whereas others, did not wear revealing clothing. One of the aims of my music video was to show:

'you can still look beautiful without wearing revealing clothing'.

Costume - example
The left image shows Monica Brown, who belongs to the same record label as my artist. The costume she is wearing in her video represents her as being, a strong, fierce yet sexy woman. Overall she is not wearing any revealing clothing. I have followed this convention, in order to appeal to my target audience. Both females are not wearing revealing clothing yet still look attractive.

Ancillary 1 - Digipak

Representation The image on the right is a real media product. In this image the female is represented as, a secretive yet smart woman . I have used this code in my own media product. I did this because I wanted, to show the different sides to a female. Another reason as to why I did this is because, by analysing my target audience questionnaire results; a few members had described themselves as intelligent and bold. I feel my artists pose reflects these two words. I believe this is a good way to appeal to my target audience.

Digipak

Conventions of a real media digipak: An image of the artist The artists name The album name Advisory tag (dependent on the album) Barcode The songs featured on the album The artist/record labels website Copyright owner(s)

Here is how I have followed these conventions

Songs featured on the album Barcode Artists name

Image Of the artist

The artist/record labels website

Album name Copy right owner(s) Advisory tag

Ancillary 1 - Digipak

Colours - I have used and developed real media text forms and codes in terms of, the colours used in my Digipak. On most RnB digipaks the album cover reflects the, name of the album and meaning. E.g. Real media product - No Boys Allowed album cover clearly shows, what the album could be about. The crime scene tape also places emphasis, on the female power her. The artists facial expression, and prop (lipstick replacing a cigarette) looks powerful. In comparison to my media product, I have made my artist do a secretive pose and I have added a spotlight effect in Photoshop Elements Pro, to place emphasis on her secretive characteristic. I believe both the poses the artists have used, represent women as being strong, powerful and secretive.

Ancillary 2 - Poster

The conventions of a music advertisement poster is: The artists name The name of the album When it is coming out (date) Websites (optional) The number single to promote the album (optional)

Ancillary 2 - Poster

I used the colour red, because I feel it can be interpreted, symbolise different feelings and meanings.. I also feel it is a dominating colour. The artists overall colour theme in the real media text is red. I used this colour in my product because I think it is an eye-catching colour also, and also because of the meanings behind it. E.g. it could symbolise anger, danger, or passion.