Evaluation Question 1 - Conventions

In what ways does your media product, use, develop or challenges forms and conventions of real media products?

Media theorist Keith Negus has conducted into the conventions of a music video. I have summarised his work into the following points: 

1. A possible narrative structure

2. A possible performance element

3. The ability to be able to disregard realism and use dis-continuity editing

4. Shots cut exactly to the beat of the track

5. Use of special effects (lighting, animation, CGI, in-camera effects)

6. A carefully constructed Mise en Scene appropriate to the content and tone of the track

7. The obvious and deliberate promotion of the artist's 'image' be it aesthetic, generic or ideological. The ‘image’ is sold as a specific product with a brand identity, ready for mass consumption 

8. The featuring of the artist within the media product (almost without exception)

9. A wide multitude of shot types, camera angles and movement

10. Repetition of reoccurring thematic elements and generically specific iconography (one crucial element often being dominant and theme for the media product)

Conventions are the traditional codes and  rules which dictate the way that something is usually done. These rules help audiences instantly recognise the genre of certain products. All forms of media use these conventions during the production of media products in order to give the audience what it wants to see. In relation to music videos, conventions are often based around  core elements such as camera work, editing, set design and cast. The genre of our band was pop punk/pop-rock. This means we used conventions within this genre of the music industry.

The following prezi and slideshares show how our media product/website and dig-pak, used, developed and challenged conventions