Evaluation – Q1 Lucy Flaherty

Posted: March 21, 2011 in Lucy Flaherty

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

The song we have created our media products for is ‘Play for your life’ by Concrete Disco. The genre of the music is a mix of dub/electronica and we have tried to conform to the conventions of the genre by using a variety of editing, colour and structures.

For our music video, we combined narrative and performance, which was influenced by our research into other established media products. The performance scenes of the band also act in accordance with with ‘Goodwin’s analysis’, as close ups of the band meet the demands of the record label. This also aids the construction of band image and may contribute to any motifs that the band may wish to continue across products. Our initial idea was the chase concept. This follows genre conventions as a chase is associated with quick cuts and fast pace editing that is often seen in current music videos such as, ‘Chase and Status – End Credits’.  This also shows a link between music and visuals as the scenes are cut to the pace of the music. When the pace of the song tempo is slowed at the intersection, the editing slows down accordingly. Additionally, after this section the song returns to a fast pace. Here the frequency of the cuts increases greatly and a hand held camera is used to reflect the almost ‘frantic’ pace of the music. When referring to intertextuality, our music video mirrors scenes from ‘Harry Brown’, a film which was then used to create the ‘Chase and Status’ video, ‘End Credits’. The chase narrative has been used across media texts. This was beneficial to the group as it allowed us to construct a realistic media product. Our narrative plot links directly to that of the film, as it is based on a housing estate and youth crime. Although this is directly linked, our video undertakes a sardonic approach which we thought would appeal to our target audiences and paralleled the nature of the band.  The visuals make a direct link with the lyrics of the song. We felt the satirical tone of the music video narrative echoed the main lyrics ‘play for your life’. The scene where the youths approach the ‘geek’ character reflects the negative representation of youths in today’s society and how youths are commonly portrayed in modern media texts. We felt this imitated the lyrics ‘pay your dues by day, by night you do as you like’.  Using conventions of real media products would be beneficial to our product, as the band is currently quite unknown and exclusive, and therefore audiences can associate their music with something similar already established in the market.  This genre is associated with fast paced music. We edited the video material to the fast tempo of the music as seen in many real media products distributed by bands such as ‘Pendulum’ and ‘The Prodigy’.

The characters in our media product follow the stereotypical connotations of groups represented across media products currently. We used the representations of youth groups such as ‘chavs’ and ‘geeks’ to our advantage, so that the characters are strongly portrayed and instantly recognisable to the viewing audience.  Intertexuality continues throughout our ancillary tasks. We have incorporated the works of Andy Warhol into our magazine advertisement and our CD cover. We edited the pictures using Photoshop in order to create the print effect.  Again, these were made in black in white which may seem to deviate from conventions; however as a group we felt this was more effective as the photos mirrored the band name ‘Concrete Disco’.   We also used the ‘parental advisory’ logo on our cd front cover and various other logos such as distributors and barcodes on both our digipak and magazine advert. Such logos and barcodes are used on purchasable media texts worldwide, so the use of these on our own products adds to the verisimilitude and authenticity to our product as a whole.



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