EVALUATION QUESTION ONE In what ways does your media product use, develop or challenge forms and conventions of real media products? SECTION ONE MUSIC VIDEO
 
GENRE The genre of my music video is indie pop. This is a wide genre given to songs that are often remixed such as the song I have chosen for my music video. Often they fall under smaller brackets, being; electronica, experimental & trip hop.
I have made Siobhan the main iconography throughout my music video, as she is acting as the lead singer I wanted her to be displayed as the image that the audience would recognise and then connect with Flume, the artist of the track. This is a generic convention found throughout the majority of music videos as they show the lead singer as the main performer within the video.
As you can see above, I have taken screen shots from my previously analysed music videos. Both videos had elements of the performance, one of the three music video structures stated by theorist Joan Lynch. I have taken images showing my lead singer being displayed as a focal point within the video & this element is also mirrored within Gorgon City - Ready for your love & Years & Years - Real.
CLOTHING/STYLE I have used the typical convention of fashionable clothing for the   main artist to wear, as this tool is often used to show the clothing trends of the moment and sublimity display them to the audience.
Above are the original outfits that I planned for my main artist to wear within the music video and ancillary products. And below are the outcomes of the outfit planning within my music video. I wanted the first outfit (the dress) to show a funky side of Siobhan. As often within music videos in the pop industry females are exploited to wear very little clothing. I wanted to challenge this convention by still displaying Siobhan as trendy yet relatable for the whole target audience. The second outfit (leopard coat & heels) were chosen to display the current trend of animal prints within todays fashion. Having her wear heels still displays her as feminine and complies with the typical footwear you usually see females wear within music videos under a similar genre to mine.
LIGHTING & COLOUR Lighting was a main aspect of my music video to show effects. As I used the lighting in combination with colour gels to easily gain coloured lighting, as I gained inspiration from Years & Year’s music video that I analysed as well as Gorgon City’s music video. I found their use of coloured lighting captivating and it supported the indie pop genre as they fall under the same category.
My use of the colours pink, red & purple along side darker tones in my music video relates to my video analysis of Gorgon City. I have used typical conventions with my use of colour as shown in my previously analysed music videos, but I have also developed it further by only including these three colours as a main focal point within my video. As generically music videos often include many different colours within their lighting, props and location to create layers and a dynamic view. The colours I have used display different connotations being that predominantly red, pink and purple are all associated with the female gender, which is why my choice of colour is focused on displaying Siobhan as a strong independent artist.
NARRATIVE
I have produced a disjointed & fragmented narrative structure. As my music video does not have a traditional narrative such as a linear narrative. Theorist Joan Lynch states there are three main types of music videos: 1. Performance: in which the artist is performing the song. 2. Narrative: in which a story is being told through the shots. 3. Concept: an experimental video often based on an idea. You often can’t see any relation between the lyrics and the visuals. My video is a concept video with minor parts of performance included. I can place my video in this category as I have included many arty shots, most of which don’t particularly relate to each other or relate to the lyrics. I have challenged the narrative structure by including shots of a car moving that would suggest a journey, yet in my video they don’t lead to anywhere specific. All the music videos I analysed had a narrative running through them, but also elements that implied a partial concept structure and this is what I was predominantly interested in. I wanted to focus on making my video more of an art piece. I did this by including lots of effects and ‘trippy’ shots designed through a kaleidoscope & colour gels.
Above you can see examples of my kaleidoscope effect. I chose to use this to support the concept structure as it looks arty and works well with the remix of the song. And below is an example of my overlay effect which was another prominent theme throughout my video.
REPRESENTATION  
The media construct versions of people, places and events within images. As an audience we encode and decode these constructs to develop our own understanding of them. Representations provide stereotypes of these things. I would say my music video follows the constructionist view of representation: Media representation is a constructed portrayal of society & only partly reflects the reality we live in. Media rely on limiting stereotypes so they don’t challenge the audience. There has been a shift in representation due to a change in peoples’ attitudes & perceptions of modern day society, as we are able to access almost anything we want online, boundaries seem to no longer exist. This means judgments on sexuality or gender can sometimes seem old fashioned if the audience was viewing something they thought to be unconventional.
Often females within music videos can be displayed as soft, submissive and emotional, but this is usually if they are shown by the side of a male lead. Whereas music videos that contain a female lead, usually display her as strong and someone for the target audience to look up to. This is the representation of Siobhan I wanted to display. I wanted to represent Siobhan as head strong, independent and confident so that the target audience of predominantly teenagers could look up to her but also relate to her age wise.
APPEARANCE I have developed the femininity of   Siobhan by enhancing her feminine features by doing her makeup & dressing her in a dress and heels as these are all conventional things we typically see a female character wear within music videos in todays society.
COLOUR I have also complied to representing the typical female gender within my use of colour within the music video. During filming I used pink, red & purple colour gels to gain the lighting I wanted. Then during editing I colour graded most of the shots to enhance the pink or purple colour. These colours have connotations relating to the female gender. Also red has connotations relating to warning signs and love, whereas pink often relates to the female gender completely as well as youth.
FEMINISM & REBELLION My music video lightly represents the contemporary issue of rebellion with the youth of todays society. As I have depicted Siobhan as a strong and empowered individual, by standing alone in her shots in the music video she seems confident. In todays society there are often stories about Feminism. This modern theory supporting equality of the sexs’ was something I wanted to support within my music video. As her character is shown as strong and liberating, this is often how males are represented within music videos. I wanted to create an equal representation of her in that both males and females could look up to her as being an idol due to her powerful presence.