Evaluation Question 1

 

Our media product uses the conventions of real media products according to Craig Davis’ theory. Our music video fits well into the category of amplification, which we attempted to do from the beginning. However, our video challenges Goodwin’s theory of female exhibition and voyeurism, we did this partly because we were inspired by Florence and the Machine and Florence is a strong, talented woman and so does not exhibit herself in her videos and also because it is unlike the genre of music to convey women in such a way. Oh Land’s other videos come across with her looking innocent and very girly, not sexy.  I think that our music video develops the usual conventions by the vast interpretation possible for the audience to have. The surreal narrative is very open to interpretation and almost film-like yet still conforming to the cut-to-the-beat- editing, like a music video. We conformed to conventions of a music video by going on location and using several interesting locations. The costumes that we decided to use were eye-catching and inventive. We did this because music videos are a form of advertisement for the musician and therefore generally there is a memorable quality to the video. Of course, like some music videos, we shaped the mise en scene to intensify the narrative and show the protagonists changing feelings, thoughts and emotions.