A2 Media Portfolio Evaluation

Chloe FoxA2 Media Portfolio Evaluation

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

Steve Neale came up with the theory that Genres are instances or repetition and difference. The explains that products of the same genre obviously share similarities, but also have differences to ensure the target audience does not get bored. My music video uses this theory in that it has obvious parts that are similar to those of another pop music video, being the partying scenes, in which the artists are dressed up glamorously and look famous. MUSIC VIDEO

However, the difference is that my music video shows another side to the artists life, where they are at home looking less glamorised or at work, in an every day life like the more average person would be. This was to create a difference to other music videos in this genre, as well as to relate to the target audience more appropriately.

In relation to this theory, David Buckingham described genre as something that reflects social change and audience interpretation. In most music videos, the artists are not seen to be a true representation of their target audience. It is assumed, through music videos, that the artists themselves are constantly looking glamorous and done up all day. My music video reflects social change as it shows that it is now seen as acceptable and normal to be natural and comfortable with yourself, without the audience (young girls) feeling like they have to change their appearance to be attractive or to be like their idols. The audience can relate more to my music video as it shows the artists at work, and getting ready themselves.

Andrew Goodwin's theory for media conventions is demonstrated throughout my music video. Goodwin said that music videos demonstrate genre characteristics. This could be live performances for rock bands, or in this case, dance routines for girl bands. My music video includes this characteristic, as does similar music videos of the same genre, therefore using and developing the forms of real media products. Other common conventions of pop music videos include close ups of the artists face, sexual representations of women's appearances and bodies, and generally very girl and typically cheesy aspects to the video. We have used these characteristics in our own music video, to relate to our chosen genre of music, and our target audience of young girls.Music videoWe used the idea of a photo booth in part of our music video as it is a typically girly thing to do. It also connotes the cheesy characteristic of the pop genre, therefore is an effective way or us to use general conventions of real media products.

The main characteristic of a pop music video is the dance routines performed by he artists. We used this feature in our video to ensure we would attract the same target audience as other music videos with dance routines (as seen in example). However, from the pre-production research I carried out, it was clear that my target audience preferred to see more storylines in the videos they watched. So, to develop the existing characteristic of dance routines, we added a storyline (when theyre getting ready separately) to appeal more to the audience. Storylines are also a common characteristic of the pop genre, so I think this worked well.

A common convention of the pop genre, in music videos, is the fast pace editing. In a lot of similar music videos to mine, there is a lot of fast pace editing and cutting between short clips. This is to create excitement and to up the tempo to fit with the fast beat of the song. It can also make the audience feel like they are involved in the party going on in the video. Our music video follows this convention as it cuts between different clips quickly, and also has clips that have been speeded up to fit with the idea that the artists are at a party/club scene.