My media product has heavily influenced my use of conventions in media, where you will find that I have chosen to adhere, subvert and completely challenge, something of which is possible by new media theories, and our new post modern culture where media consumption and productions boundaries have been completely redrawn, this allows me to bring out my full creativity to use the conventions in the way I want or that best fit my piece.
In what way does your media product use, develop or challenge forms and conventions of real media products?
It was fairly simple, i merely researched what genre my song fit, then the typical conventions for that particular genre. The song "Sleepwalking" by the Chain Gang Of 1974 being indie, allows me to therefore adapt these conventions, to which I went on to in depth research and see how these would affect my product, to my surprise, they enabled me to go wild and within reason enable me to adapt my full creativeness and input that into my piece, particularly with my first product, however my newer one, less so, but the indie conventions have remained adhered and are the backbone of my product.I also found that adjusting the colours and adding colour filters were other common effects used in indie-pop videos such as; MGMT's - "Kids".
How did you go about researching the conventions you used, and what kinds of conventions did you actually choose?
Because of our post modern culture, i took it in stride to adapt a female star image in my video and challenge the theorist of Laura Mulvey, I also took an unconventional female in that she wasn't slim, and this convention would challenge some modern attitudes as normal conventions are that the star image is a slim female, i chose to do this, a it is justifiable and would fit modern culture, in the way I have chose to do this, i have done my camera angles and mise-en-scene to allow for this challenged convention.
The idea of the indie genre when pitching my idea was important so that the audience understood the typical conventions and how my possible music video uses or subverts them. Typical indie music videos follow a narrative often with an aspect of love and so when pitching my idea i intended to see if this would appeal to my target audience, mainly younger people who where born in this century, as it would suite their culture/ideology more. My audience also felt that this idea was well suited and plausible, this was promising for me as I knew it could be a potential hit with the audience if they approve of conventions I have justified and the video as a whole
Does the pitching of your conventions help you in planning from an audience perspective?
When editing the music video I found that editing to the beat was an important feature of music videos also a theory proposed by Andrew Goodwin, which i stuck by to illustrate (mainly the lyrics onto frame), I did this to help amplify the lyrics. The transitions used such as; fading and cross dissolving helped to make the montage sequence (of protagonists face to signify happiness of the relation), flow better together and in time to the music. the faded effect of the footage to show that parts were 'flash-backs' were also important so that the audience understands that the couple are no-longer together and so its a reflective moment. This is fortified by my intentions at the end to have following shots or over the shoulder, they are meant to signify the boyfriend and how the girl is merely walking away from him, to create semiotics which enable the audience to decode my genre chosen.
The typical narrative of an indie-pop music video is to have an aspect of love within it and this is a convention I decided to adhere to. Although there isn't a couple in the music video, there is still romance as its a dream of a guy, which i low key tried to signify with shaky shots and blurring of frames. The narrative shows the relationship in a reflective way which is another typical convention as flash-backs are often used. Although I wanted to build of off this convention I decided that more abstract shots in the montage would help create an enigma in the music video and engage the audience more. The colour changing building shots, sunsets and waves were used to make the music video more interesting for the audience and challenge the typical conventions as they subvert the audiences expectations. I think this was a successful choice as Ifound that from research, that my target audience really engaged with these shots as well as the love story