media

1. In what ways does your media product use, develop or challenge forms and conventions of real
media texts?
USED AND DEVELOPED EXISTING MEDIA PRODUCTS WHILE CONFORMING TO ANDREW
GOODWIN’S THEORY.
We conformed to the conventions of Andrew Goodwin, becausehe statedcloseups are highly
important for establishing artists because they allow the audience to familiarise themselves
with the artists face. This means that the artist’s physical appearance will eventually grow on
the audience thus increasing the artist’s credibility. We also conformed to the conventions
that were apparent in music videos from the 70s and 80s. For instance in the 70s expressive
singing was desirable because It engaged the audiences ear as well as their eyes. In the 70s
artists with powerful voices were becoming highly popular, which is shown in ‘Dianna Ross-
Ain’t no mountain high enough’. This is why in our music video we incorporated this feature
by using potent facial expressions.
We used similar lip shots that were evident in “Meghan Trainor- Lips are moving” video to
show the modern side to our 70s inspired video. Despite the fact that in the mid-70s the
music became increasingly sexualised; extreme close ups of lips in music videos subverted
from the conventions from the 70s. However lips, especially lips with red lipstick has become
extremely desirable over the past 20 years due to sexual connotation it has. We also
conformed to one of the conventions that Andrew Goodwin noted in his studies. This was
‘Star Iconography’, our artists’ star iconography is red lips which is why it is significant that we
endorsed our iconography by having numerous lips shots throughout our video as a constant
reminder to the audience. We developed this lip shot by involving a tongue bar, this also
makes the shot more sexual and desirable to the male target audience.

2. We also conformed to another convention from Andrew Goodwin’s theory which was the
concept of voyeurism. Voyeurism in music videos can have multiple meanings but in this case
the voyeurism refers to partial nudity. We used inspiration from the “D’Angelo- How does it
feel” music video to help us with the shots for our music video. However we developed it and
went against the norms because instead of our male model smirking seductively, he is smiling
which represents the youthful feel of the video. The reason why we wanted to use male
voyeurism was so that our music video appealed to both our female and male target
audience. We also used the jet black ground as well because it enhances the male dancer’s
abs, if there was too much colour or editing in the background the audience would not be
completely focused on the body.
Like the shot of the male model this shot also conforms to Andrew Goodwin’s concept of
voyeurism. We developed the female voyeurism that was seen in “Dianna Ross- Pieces of ice”
70s music video. Considering the theme of the music video it was vital that there elements
of fragmentation of the female figure due to one of the main messages of the music video
being about sexual empowerment through accentuating the female figure. We wanted use
inspiration from 70s video rather than 90s and modern because we wanted to use examples
from relevant existing media to ensure that we were conforming to conventions our genre.
The reason why we decided for the model to wear a silver and sparkly belt was to represent
a disco ball, to get the audience into an energetic and lively vibe.

3. CHALLENGED MEDIA PRODUCTS FROM THE 70S BUT CONFORMED TO ANDREW GOODWIN’S
THEORY
We challenged the conventions of our
genre by involving the use of camera.
Cameras were not mainstream and widely
accessible In the 70s, only privileged
individuals were able to have them for
personal reasons. However we conform to
the conventions of Andrew Goodwin
becausewe are representing the exhibition
side of voyeurism, the idea that I am
watching the audience through the
through my camera while be filmed. This
makes the audience feel more a part of the
video because the artist is engaging with
them.
Like the first image, this image challenges
the conventions of existing media products
in the 70s due to the use of technology (an
iPhone 5). However this shot conforms to
one on the conventions of Andrew
Goodwin. This convention being the
connection between the lyrics and visuals.
Although the lyrics and visuals in our music
video are predominately amplifying; the
connection between this shot is
illustrating, because the lyrics say “nearly
wrong my phone of the wall” and she is on
her phone.
This shot challenges the conventions of 70s
music videos because the actions in this
shot are too sexualised for the disco genre.
However in this shot we conform the
conventions of her theory because this is a
close up the model. The audience are
becoming familiar with the models facial
features and most importantly her lips,
which will be her star iconography (selling
point).