Evaluation Q1

Here is the text for my first evaluation, I will be uploading th multemedia version of it shortly.

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

Camerawork

In music videos, the ways in which the camera is used and how different images are sequenced pay a significant part in the way that the videos message comes across to an audience. Camera movement may accompany the movement of performers, such was walking and dancing. A more dynamic feel to stage performance may be created with camera movement, for example: constantly circling a band as they perform on stage.

 In relation to camera work in my advanced portfolio music video, I feel that I used some imaginative and interesting shots to highlight different aspects of the video, for example in the shots of the male actor in the video, I showed the performance aspect of the video by panning up from his feet tapping on the stage floor to showing him playing the guitar.  Close ups often dominate music videos because of the size of the screen and the desire to create a sense of intimacy for the viewer. I think that I have used close up shots effectively in my music video, particularly with the footage of my female actress getting ready for a photo shoot, because you gain a real sense of intimacy with the character in the narrative when you see her putting on her make up and see close ups of her mouth, eyes, hands etc.

Editing

Fast cut montage is the most common form of editing associated with music videos? Making many of the images impossible to grasp on the first initial viewing of the video, thus ensuring multiple viewings.

 The music video that I have created somewhat subverts the typical fast cut montage that is common editing in most videos, this it for two reasons, the first being that the video is more strongly narrative based than performance base and I thought that it was essential to the audiences understanding of the narrative for the shots to last slightly longer than normal. As well as the narrative, the song Promise by Ben Howard is very slow paced, therefore, a fast pace montage would not be appropriate to accompany it.         

Voyeurism

Voyeurism refers to the idea of looking in order to gain sexual pleasure. In music videos, the female on display has been a staple element of the male viewer's gaze. A combination of camerawork and editing with fragmented body shots emphasizing a sexualised treatment of the star will often be used.

 My video definitely does have a somewhat voyeuristic nature to it, as an audience we get to see the female getting ready and applying her makeup, something that would usually be a private act done alone. During this we also see close ups of her lips, eyes, neck and chest area.

Intertextuality

If music videos are frequently drawing upon existing texts in order to spark recognition in the audience, although not all audience will necessarily spot the reference, a greater pleasure will be derived from those who know the reference, and feel somehow flattered by this.

My video definitely features intertextual references that some viewers may be able to pick up. I took inspiration for the idea of my video from Annie Lennox’s video ‘Why’ where she gets ready and does her make up in the mirror. And have recreated that in my own video.