In what ways does your media product use, develop or challenge forms and conventions of real media products?
Before we began our music video we discussed the over all pop video conventions that critics mentioned such as Mulvey for representation of women and Goodwin for structure. We worked against the representation of the 'sexual fantasy' of women in our video just as other music artists have done so, such as Florence and the machine and Bat for lashes who both aim their videos on translation of the lyrics in an artistic form as well as rely on their vocal talent and dedication for their fans rather than relying on their figure and the amount of skin showing that they can get away with. We worked against that through using our wardrobe to express an elegant and mature look with long dresses with bold block colors such as blue, red and white and with these dresses to be presenting the elegant and fresh look we were aiming to achieve. Andrew Goodwin observed that some music videos do not present traditional narratives, and can be presented in many different formats such as; Disjunction,amplification or illustration. Instead, our artist looks at the camera as she lip-syncs for the majority of the song which would most likely be seen in Goodwin's eyes as a mixture of disjuncture and illustration, our video also follows conventions in the way it climaxes as it comes closer to then end, reflected through the fast cuts and frequent cuts from shot to shot that build up faster as it comes to the end of the song.
However, Carol Vernallis observed the editing of music videos have a much more frequent edit to cutting so it is in sync with the beat of the song. For the majority of our music video we do exactly this, following the rhythm of our track 'Howl' by Florence and the machine and cutting at every other beat throughout the song until near the end when it picks up (the climax) when the editing becomes faster and more frequent as the song ends.
We have a few edits that we have used in the music video to catch the audiences attention such as the fast edit and a very brief Glowing effect in one of the first verses of the song. We used these effects to grasp the audience's attention to show the artists interesting image and her individual and unique styile and look on her video.
In the prezi below it is a small presentation of some of the research and inspirations that we had, it is shown briefly on this presentation however it'll be explain in detail later on in the blog.
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