FEMALE CONVERSIONS/SEX ICONSFemales are portrayed in the music industry as appealing and sexy and due to this attract a wide range of an audience. I challenged this convention because I didn’t dress the artist in the image that would be interpreted as sexy. I dressed the artist in a presentable but unique way which to my target audience would be ‘cool’ ‘fashionable’ and ‘in style’.

On my right you can see the large contrast between Beyonce and the artist. The Music Video portraying a certain message , I felt dressing my character similar to Beyonce would defeat the objective of engaging the audience to suggests change. I wanted to alienate the audience with the artist as much as possible in order for the message to be expressed more. On the other hand I still developed forms

and conventions of this by Using the artist style of dress to display her assets. (i.e low fitted crop top.) This could benefit me in attracting a young male audience which could been seen as beneficial so that my message is spreader to wider audience.

I have challenged the forms and conventions of how women are portrayed as a ‘sex’ symbol. Due to how I have chosen to present my artist.

Some would argue that I followed the ideology of women being percieved as sex idols, although to some extent I believed that I took the theory and created my own interpretation on was is considered attractive to my target audience.

I aimed to challenge the stereotypical views of how the society perceives and judges people due to their characteristics or racial background and upbringing. The video mostly centred around views as a whole but touching on subjects such as racism and stereotypical views of Asians. I did this by showing a mixture of race all throughout the video and the contrast of isolation and unity.

In able to communicate this clearly to the audience I used vital camera shots such as close ups and zooming out in order to express certain emotions and reactions.

High angles shot of a mixed group of friends representing unity and aceeptance.

Another convention that I challenged was that the majority of songs in market today that is very popular are based around the theme of ‘Love and relationship’. Which I challenged by not basing my music video around this concept. The reason for this was that I wanted to create a video with a deeper meaning and reach out to a more important subject that needs to be dealt with other than being compared or sounding like another artist. I also believed that by making these decisions I was able to place my artist in a gap within the music which focused on a more stronger point. The idea of ‘love and relationships’ results in again a wider audience base as anyone and everyone has experienced at some stage. The young generation would also be interested in this genre of music because their at vulnerable age where this is occurring regularly.

I chose to focus on How the society looks down at certain people and the effect it has.

It is vital and very common in music videos for the artist to engage with the audience by looking into the camera. Because initially I had different ideas but then decided to apply this convention. I followed this convention so that it could engage the audience in a different way other than the story they were being told from another different point of view. In order for the artist to be seen consistently Throughout I had the artist on the :

- 1st verse - Chorus - End Of chorus 2 nd Verse

Synchronising the artist singing into the music video was also helpful for the target audience because it created a sense of realism. Having a story being told visually and directly. Overall I chose for the for the ideology of the video to be based on acceptance & judgment. I hoped for my video to push dominant ideologies of being judged and wanting the society to accept everyone for who they are. The ideology is shown through narrative and the use of cards that represent a persons inner thoughts, someone's judgement or a statement. In relation to the reception theory It is most likely that my target audience would take the preferred reason as using this ideology shows we want change. That being based on a positive note there should be no reason to disagree with this approach.