IN WHAT WAYS DOES YOUR MEDIA PRODUCT USE, DEVELOP OR CHALLENGE

FORMS OF REAL MEDIA PRODUCTS? 

THE THEORIES At the start of the project we looked at the

theories of;

Andrew Goodwin, Carol Vernallis and Laura Mulvey.

ANDREW GOODWIN,  Came up with a Theory that suggests there

are three ways to promote a song; Illustrate – tell the story of the lyrics Amplify - add meaning the lyrics Disjunction – either contradict the lyrics or

have little meaning to the lyrics

OUR VIDEO In our video we ultimately chose

amplification. We related the video to some of the lyrics

by creating a deeper meaning, and interpreting what we thought ‘walking alone in the red lines’ meant.

However right at the end of the song there is a shot of the artist smoking which contradicts ‘the right thing to do’ so we have a slight – disjunction.

EXAMPLES

Example of amplification, where the artist is portraying she is alone, and trapped.

Another example, where the artist is standing alone, and walking creating a deeper meaning to ‘walking alone’

However this is slightly disjunction, as smoking contradicts with the lyrics ‘right thing to do’ and suggest the artists gave in to temptations.

LAURA MULVEY Theories suggest representation -

Gender is one of the more  obvious representations in music videos.

Laura Mulvey claims that we live in a patriarchal society, where women are seen as sexual objects and the men he predators.

OUR VIDEO In our video we went against this theory

as the artist is fully clothed and was not dismembered to create the male gaze.

Example of creating the male gaze. The artists are wearing very little clothing and performing sexual dancing.

Example of two shots where we challenge this theory. The artist Is fully clothed and is not dismembered, so the audience can solely focus on the music and lyrics.

The idea that women are 'Dismembered' in all forms of media, suggests there is a focus, not on women as a whole, but a focus on parts of their body ( their body is dismembered), and men are shown as a whole.

Example of Mulvey’s theory.The men in the background are shown as whole and covered the woman has a focus on her upper thigh, stomach and breasts.

Example, of how we chose to go against this theory and not dismember the artist, instead the artist is covered head to toe with no skin showing to draw attention to the lyrics.

The concept of gaze is one that deals with how an audience views the people presented. How men look at women, How women look at themselves How women look at other women.

CAROL VERNALLIS Carol Vernallis studied editing and

camerawork closely in music. She recognised that editing was more frequent in music videos than in film and often fitted with the rhythm of the song.

Here are the main points of her observation:

An example in our music video were we used various effects on final cut pro and a specific blue light throughout to create an electronic atmosphere. The blue light effect is carried out linking with the blue lipstick, the blue light in the chosen locations to create synergy, the electronic representation is followed through to the digipak and advertisement.

OUR VIDEO

From looking at Vernallis theory, we used various jump cuts to create a narrative and set the scene as it gradually get darker.

DIGIPAK CONVENTIONS A DigiPak is a patented style of CD or DVD made of card/paper

and the inner packaging is made of plastic , They are normally used on special editions and albums. They became popular with artists and record labels in the early 2000s.

DigiPaks are designed to fold into a square CD case. The front and back panels are the main ‘promoters’ of the CD and are very much used to draw in the customers. The inside of the DigiPak is used more for information and extra bits to do with the artist/song/album. The theme of the inside packaging normally is more subtle compared to the outside packaging.

The front of DigiPaks tend to have a large eye-catching picture on them . The picture illustrated on the front panels tend to have some relation to the songs or artist . The song/album title is also found on the front panel

The Tracklist Barcode Album Artwork Record Label Extra Information tend to be found on the back panel.

DigiPaks come in all different styles and designs. They vary in artwork, number of panels and types of fold.

I followed the conventions as I presented the artists name clearly on the front, with a large image that attracts the audience, I also placed the album name on the front panel. On the back panel I included the barcode, track list and record label information, which should be found on album covers.

For the inside panel, I also followed the convention of sticking to the same theme as the front and back panels and adding something extra – included another image.

CONVENTIONSOF MAGAZINE ADVERTISING FOR A NEW ALBUM  The main image on the magazine advertisement

should follow the same theme of the Album Cover, this is usually because they will be using similar images taken on the same photo-shoot as the Album cover.

The image for the magazine cover differ in someway, whether it has been enhanced, or only a portion of the same image has been used, they will also most commonly follow the same colour and font scheme.

The largest text on the page will be the artists name The second largest text will be the name of the new album.

4. The Advert will include the artists website address, it may include the label name, also will inform the reader where you can buy or download or even may have tour information.

I followed the conventions as the largest text on the advert is the artists name, followed by the album name.

I used the same iconic image, however I resized it, so it would cover the entire page.

In my final advert I did not include ratings as I found, real products that did not follow that convention, nonetheless the idea crossed my mind and If I were to use one it would a suitable one for the genre of my album.

I included the artist website and places the reader can purchase or download the album.

I used the record label logo and an interactive barcode for smartphones.