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CHALLENGING AND SUBVERTING CONVENTIONS WITHIN THE VIDEO OH NOFirstly In Oh We can see certain conventions which we

challenge and ‘contradict’, such as within the cage of identities gender in the lyrics. For example in all of the textual analysis we have looked into has female characters involved in them. Both internally and externally. However in our actual A2 media production video we decided to subvert the normal convention and encoded our video with no female characters. This is because of our audience research identifying females are viewed as less masculine and weak. Within a particular part of the song as Cash says ‘my bitch will do it to you with a little 380 men have been shown’.

Examples include:

Here we can view in Santana Days Of Our Lives an external lady waving to Santana to come

We can see in this frame in Jones ‘We Fly High’ a lot of external ladies being depicted as sexual objects.

This frame shows in Nelly ‘Grillz’ a female artists performing along Nelly.

ILLUSTRATING CERTAIN CONVENTIONS WITHIN OH NOWe the crew have illustrated lyrical sentences within Oh No. By

actually showing the object or Capone and Cash acting out what is being said. The use of props and characters action was pivotal towards illustrating certain conventions with Oh No.

Examples are shown below:

Here we can see cash actually sitting on the ambulance and demonstrating ‘you have to change your heart’ by beating his heart. This matches the lyrics.

Here we can see cash taking down Ahmed which matches the lyrics.

We can see in this frame Capone pouring a bottle of ‘DISARONNO’ liquor down which illustrates the lyrics.

AMPLIFYING THE USE OF MEDIA CONVENTIONS WITHIN THE MUSIC VIDEO OH NOWe decided to amplify certain media conventions such as

matching the lyrical aspect of the music video with the images. As well as the amplification of deviant physical behaviour through editing, and use of video effects. We used a lot of video effects to make Capone and Cash to be depicted as strong and masculine. The use of additive dissolves, fade from white and red tints in the rough cut. Really ignited this. Another feature of amplifying Capone and Cash as strong was the props and costumes they wore. Certain props such as a baseball bat in the grips of Cash, and the balloon popping in Capone’s scene connoted strength and anger. Examples are given below

In this frame we can see masculinity being amplified by Cash. With the use of props a baseball bat being swung. This amplify masculinity within the lyrics.

This frame conveys Capone being connoted as dangerous this has been amplified with the use of a red tint background. This connotes danger along with the lyrics.

This frame conveys a red balloon being popped. This action amplifies the strength of Capone. This ties in with the lyrics.