Tuesday, 4 February 2014

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

This video explains the ways in which I have developed, used and challenged forms and conventions of real media products to produce my music video. During the process in which I have constructed my media products (music video and ancillary texts), this has taught me the importance of following conventions of other pop music videos, as it makes the product recognisable to its target audience.

During the construction process of my media texts, I have learned about the values and significance of forms and conventions, especially when applying these conventions to pop products. This is because the pop music genre is targeted towards a younger audience of 'tween' children, nearing their teenage years, as pop music videos have quite a strict set of forms and conventions that must be followed (examples of these conventions being the consistency of colour and vibrancy throughout the music video, as well as the convention that any singers/performers have to smile throughout the duration of the video to enforce positivity, which is a major theme that appears in a majority of pop music videos).

The purpose of using conventions from real media texts is to make my group’s media text more recognisable towards our target audience. If we had not used many conventions typical of pop music videos, then our fictional media text would have confused the audience, not eliciting the response our group would have wanted to receive. This is why our group ensured to follow an array of conventions that are typical of pop music videos, such as the use of vibrancy and colour; often seen when each member of Miss Melody is performing in front of a colourful background (achieved through filming with the green-screen, and editing in post-production).

However, although conventions are very important to follow when producing media texts, not every convention necessarily has to be followed. In fact, my group thought that developing and challenging a few conventions would provide a better outcome with our completed media product. An example of how we have developed a convention is through the pace of the editing. Taking inspiration from Little Mix’s ‘Move’, which features a multitude of swiftly-paced cuts that appear consistently throughout the entirety of the music video, our group decided to take a similar approach. However, because the pace of ‘Feels So Good’ (the song performed by Miss Melody) is slower than the pace of ‘Move’, our group thought it would be better to have a slightly slower pace of editing in our music video; especially as Miss Melody’s target audience are ‘tween’ girls, who would most likely not understand the decision behind incorporating a very quick-pace of editing into our media product.

Finally, challenging conventions is something that our group has also decided to implement into our media product, as we felt this would be beneficial towards the end result. An example of how Miss Melody has challenged a convention of the pop genre is through choreography. The choreography used in Sugababes’ ‘Push The Button’ was very risqué and sexual; something that would likely appeal to an audience of young males, aged between 15-25 years. Because ‘Feels So Good’ is aimed towards a completely different demographic, the choreography that would be used was intended to be a lot more innocent and fun-looking, so that Miss Melody’s target audience of ‘tween’ girls would feel more compelled to enjoy watching the music video.

In addition to conventions from other music videos, my group drew inspiration from theories on media texts. For example, Andrew Goodwin's theory 'Dancing in the Distraction Factory' helped our group to construct focus in certain sections of the music video. Using Goodwin's 'Amplification' theory (where the soundtrack cuts to the beat of the video, but also cuts off the beat to emphasise on particular features), my group cut off the beat when cutaways appeared, to ensure there was focus on the girls in the group acting happy and friendly, to set a positive example to their target demographic of 'tween' girls.

Although there were no direct inspirations in our ancillary texts, our group made sure to follow typical conventions when constructing our album cover and Advertisement cover.
In the album cover, generic conventions that have been followed includes the following:
  • Image of the group ()
  • Name of the group ()
  • Name of the album ()
  • Barcode ()
  • List of songs featured in the album ()
In addition to those conventions, Miss Melody's album cover also follows some more specific conventions of other album covers in the Pop genre. An example of this is through the vibrancy and colour that consistently appears throughout the cover. This convention was something my group got from Britney Spears' 'Circus' album. The use of bright colours is conventional, as it catches the audiences' eye, making them feel compelled to take notice of the album, and perhaps listen to it to see if Miss Melody's songs are as bright and vibrant to listen to as the album cover is to look at. Additionally, a girl aged between 10-12 years old (the target audience for Miss Melody) is more likely to be appealed by an array of colours, rather than a monochrome effect, as colour is something that is bold and able to capture their attention, whilst monochrome colours look 'dull'.

In the advertisement cover, generic conventions that have been followed includes the following:

  • Image of group ()
  • Name of group ( )
  • Showing what is featured in the album ()
Although not exactly a convention, something that is commonly seen in advertisement covers is the emphasis of bold words, which is intended to heighten the audiences' anticipation towards the release of the album. This is seen in various advertisement covers (examples including McFly's 'Motion In the Ocean' cover: "THE ALBUM OUT NOW"; Jessie J's 'Who You Are' cover: "INTERNATIONAL SMASH"; and Vanessa Hudgens' 'Come Back To Me' cover: "fantastic"). Miss Melody has implemented the use of bold words in their cover (; which is fully capitalised and ends with an exclamation mark, to add to the importance), to capture the audiences' attention.

Miss Melody's advertisement album incorporates pink coloured font to maintain a feminine look. This is to attract their target demographic of 'tween' girls, as pink is believed to be a feminine colour, thus appealing to girls who embrace their femininity. Additionally, this is also the reason that the pink heart is visible in 'Miss Melody', since hearts are also believed to represent femininity, thus providing more of a reason for little girls to be appealed by the advertisement cover.

In the advertisement cover, other features included are:

  • Record Label (To broaden Miss Melody's consumer base, market their album, and also to make it available via stores and other media outlets):
  • Social Media Accounts (To display that Miss Melody has conformed to popular social media trends, to appeal to their target demographic, since they are believed to be into social media):
  • Their own website (To show that Miss Melody is an authentic girl group, as professional artists have their own website):

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