Media Forms and Conventions

Aspects of post-modernism

Utilising or challenging generic forms and conventions
The main convention that my music video challenges is how it contrasts with the weather, the song is a happy song but the weather is dull and miserable, they also have smiles and they dance too.

Goodwin’s theory of music video
This theory is based on 8 principles, these are:

1. Links between lyrics and visuals
2. Genre Characteristics
3. Intertextual references
4. Links between music and visuals
5. Notions of looking (objectification of women)
6. Voyeurism
7. Demands of the record label
8. Performance, narrative or concept based music videos

Genre Characteristics:
Are the certain traits that are associated with the different genres of music.
A rock video for example would most likely follow being a performance based music video because it is heavily based on them playing their musical instruments themselves.
However a complete opposite example like a Grime music video would most likely be based on a narrative or concept and you would typically expect them to follow the conventions of the use of hoodies, jewellery and a dingy location.

Notions of looking:

Demands of the record label:
Once a record label signs someone, the record label has a certain amount of control over the music video
Ultimately the record label decide how they want that band or artist to be represented, women for example will usually be represented as 'sexy' to attract a wider target audience, but the men are the same - they also need to be portrayed as 'sexy' to catch an audience.


Narrative based:
Using a narrative makes the music video
Usually the story takes place in linear, occasionally they are fragmented.

An example of a narrative based music video is Coldplay - The Scientist




Concept based:


Perfomance based:
A perfomance based music video will be one that focuses on the band/artist playing their musical instruments. My music video is going to be performance based, there isn't a narrative or concept.

An example of a performance based music video is You Me At Six - Underdog




Voyeurism:
Is used when there is a narrative based music video, voyeurism is the idea of looking into someone's life


Links between lyrics and visuals:
Where the music video will link with the lyrics, for example if a song lyric said something about 5 o'clock and it showed a visual of a clock - being 5 o'clock

In my music video the song is called Smile, so of course they smile throughtout the whole music video.

Nizlopi -JCB

''And we're like giants up here in our big yellow digger
Like zoids, or transformers, or maybe even bigger'' the picture below shows the links to the visuals from the lyrics.