Media and audience theories used and challenged

Vladamir Propp folk tale – This theory looks at the typical folk tale with the stereotypical characters you would expect. I feel this theory is used at times in our music video. In the short narrative scenes where the son is witness to his mum and dad arguing and also the short scene where a boy is being bullied in school , the audience could interpret that there are classic folk characters in these scene such as the villain and the hero.

The Uses and Gratification model- the media produces a product that will satisfy the needs of the audience instead of giving them what they please to produce. With established popular artist's such as katy Perry it is important to produce a video that will meet the conventions that audiences expect and have become accustom to , therefore need in order to be satisfied.

Encoding and decoding theory – audience receive message from the image , encode in their brain then decode to understand it. There is a strong narrative in our products and main video as we feel there is a strong message that is emphasized throughout in all the shorts scenes included in the video. However due to the genre of music and the artist our product is centered around i feel this theory does not apply as the audience would not seek to decode and encode messages , yet simply just enjoy our product.

Toderov- Equiblerium and disequliberium theory - This theory strong applies to our media product as there are several short narrative scenes including in the entire video. In scenes such as the bullying scene , there is equilibrium at the beginning then when he begins to be bullied there is disequliberium , then after when defends himself a new equiblerium is established.

final video

katy Perry , Firework. Final Video

How did you use the new media technologies in the construction,research,planning and evaluation stages?

When creating our main media product along with the ancillary tasks , it was vital that the new media technologies made available to us were used to the fullest advantaged inorder to create a conventionally media product such as other real media product as well as creating a final music video that combined with the ancillary products which included the c.d. case and digital pack. Once we had to decided to create media product around the pop and genre , focusing on a female artist, we began to research into different female artists and which one we could create a music video around the conventions we saw displayed and felt we could echo and develop. When researching we used youtube to look at different female pop artists music videos, including Cheryl cole and Katy Perry. During our research and planning stages we chose to use the internet to discover the market and audience of music videos especially a music video such as ours that we were to produce, through this I was able to view online videos and pictures of artists including Katy perry in the female pop genre. we also looked at other videos by katy Perry and other media products produced by other people to see the conventions they had used and what audience they had aimed to target. We then used this information and inspiration with our own decisions when planning our music video and Cd case , this showed how our research was helpful to us and how we developed ideas to our own media product or alternatively challenged previous conventions used.

Youtube Research







Throughout the production of our music video we were involved with the use of media technology and new media technology such as filming and the post-production. To film our music video we used handy cam, stored on memory cards it meant any footage we filmed whether we would chose to edit the footage or not , was able to be uploaded to any computer to analyse and see whether it would work in our media product. The camera played the most essential role in shooting our video as it helped as capture this best shots in the right settings to create the best affect. As-well as filming the camera picked up extra detail in the locations surrounding us, making the shots more conventional and realistic. Without the final cut programme we used on the apple mac computers we would not have been able to complete our final product to the best standard. Through editing we were able to give the video a sense of realistic pace and rhythm through the cutting,choosing the exact moments of footage and applying them to sync with the song. When editing our music video we chose to use final cut instead of imovie as this meant we were able to layer the tracks together so it was easier to then cut between clips , allowing us to create a final media product that seemed to flow cohesively between clips and different shots.

Finally through the distribution and evaluation stages, I used popular online site YouTube to gain feedback to help us analyse and evaluate our final media products.This also helped to gather a wider audience response and feedback from commenting and messaging. This allowed us to gain comments on our ancillary products and final media product from our target audience who we had added to our Facebook group in the research stages. This enabled us to understand if we had created a media product that met audiences needs,expectations and assumptions.

What have you learned from your audience feedback?

Audience Feedback One

The two images displayed below were our original attempt at the Cd cover and digital pack. Audience feedback suggested that the images used and the concept created on the two products did not combine well with the main product to create an artist identity that was recognizable to an audience that could easily relate to katy perry and other real media products and music videos. learning from this i made two new different products to go with the c.d. cover and also music video. The new images used were more fitting to the conventional package that would reflect katy perry,the genre and the artist in our music video.


Feedback Two

After creating a rough draft of our music video aswell as putting clips of our music video on our facebook page for our media product , feedback showed us that the transaction between shots in our music video was too slow and needed to be faster for the product to follow conventions of real media products. However we did learn from our feedback that the narrative in video was clear to the audience , helping audience to relate to the product as they would to a real media product by katy perry.

How effective is the combination of your main product and ancillary tasks?

This screen shot from the video shows a peaceful and elegant side to the artist and overall video.
This screen shot from the music video shows the natural feminine beauty to the artist , this combined with the ancillary tasks creates a conventionally 'pretty' identity to the artist.



The three products produced i feel create a strong recognisable identity to the artist , and although follows expected conventions of a female pop artist it shows a playful,girly side to our artist which combined with the main product shows the genre of pop very well and places emphasis on the female artist and what conventions we have used and displayed in our products.

When creating both a music video along with Cd Case,Cover and Digital pack it is important to create a combination of the two products that will establish the genre of music to your product along with a strong recognizable identity to the artist as well as intertwining these factors with the artists music. Our Main product is a music video for Katy Perry's Firework.Through the use of of feminine,soft and serene settings together with using a conventionally attractive female to act as the artist in our music video we were able to create a music video that represented our artist and our main product as whole as showing females to be typically feminine in their appearance and through the narrative scenes used in our main product a caring and emphasis on emotions was a main focus. This was combined with the ancillary tasks to create an overall identity and feel to our media product. The images used on the Cd cover and Digi pack show two different sides to the artist. Whilst the front remains girly,fun and flirtatious the digipack shows a more peaceful,calm and serene side to the artist. This along with the caring and emotional narratives juxtaposition with the feminine conventions also used in the music video , i feel a dynamic and strong combination has been created between my main product and too , the ancillary tasks.
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In What ways does your media product use,develop or challenge forms and conventions of real media products?

When producing our Music video it was important for us to recognize the conventions of real media products and most importantly media products in the specific genre we had created our media product around. We chose to both use and challenge conventions of real media products to create and effective media product. One strong convention we found when researching into other female pop music videos was the portrayal of the artist in the music video. We found whilst researching that Katy Perry along with other artists such as Cheryl Cole and Ellie Golding were seen as being sex symbols in their music video as well as being conventionally feminine. This was shown through the artist wearing feminine,soft clothing and appearing to the viewer of the music video as being independent yet vulnerable at the same time. This was a convention we used in our music video as we felt it was such a strong convention of other real media products , and created the female pop genre surrounding the music video which sends a clearer message to the audience viewing the music video. Another convention we chose to use was one we felt was frequently used by Katy Perry as well as other female pop artists such as Rhianna , the convention being the use of serene and feminine locations used in the real media products music video. We chose to use this convention and shot some of our music video in a snow covered field.




willspp



The contrast of the pure white in the setting with the hot pink coloured coat worn by the artist in our music video creates a strong feminine feel to the scene and video.Katy Perry shot her California girls video on candy floss clouds wearing pink clothing whilst Rhianna filmed her only girl in the world video in a field filled with fusia pink flowers , too wearing the most conventionally feminine colour known in music videos , pink. These conventions were used in our media product as we felt they could be developed and adapted to our music video of firework by Katy Perry , creating a music video that was conventionally feminine mostly throughout to create a strong female pop artist video that used conventions of real media products produced by the biggest artists in that genre. When researching into real music videos outside of the pop genre alone we chose to challenge a convention that we found most frequent throughout other music videos. In other real music products a convention we found used was that the narrative in the music video was usually centered around no more than two people , those two people usually being a female and male. This was a convention we found frequently used in music videos from Katy Perry's hot and cold to Cheryl Coles Promise this. This story to the music video therefore only exists around two individuals. This was a convention we chose to challenge in our music video as we filmed several different mini story lines with different scenarios and focusing on different characters. This created a much broader narrative that focused on meaning and feelings rather than just two people , usually a convention used in other music videos especially by female pop artists. By filming different short story lines in our media product it allowed for the establishment of disequilibrium into new equilibrium , which can invite the audiences to interact and also relate to your music video and its narrative.

Research into Katy Perry's Cd Covers and Backs.

Katy Perry CD Covers

Attempt Cd Promotional Poster

Final back of Cd Case

We Crowdsource

Crowd Sourcing

Final Cd Cover

DigiPack final image

This the final peice for my Digi pack which will placed alongside the cd cover and back of cd cover. I feel this image is extremely representitive of the pop genre. The artist in the image appears care free and calm , in a serene and feminine pose. I chose to use these convnetnions as i felt they were frequently used in katy perrys digipacks and other female pop artisits.However i have challenged the obvious feminity and sexual appeal usually used by artist katy perry in her digi pack for her calafornia girls album.

These images are my attempt at the Katy perry Cd cover back and Digi pac. I gained feedback on the images and changed them based on what people said about the two attempts. i chose not to use this cd cover and back to cd as when collecting feedback on them it was suggested that the two images used were not representitive of the artists overal personallity neither the genre of music the artist was in. Intsead i have used different images for my final cd and back to cd cover to create images that fit conventions of a female pop artist.

production

Presentation 2

This production shows the first attempt at making my Katy Perry firework cd cover. The image i had chosen to used was edited on photoshop

This is one narrative scene from our music video.In this scene Ellie and myself decided to create a new eqiblerium after the establishment on disequiblerium in the scene. The mid shot focuses on the girl in the scene and how she is upset , a close is motivated by her looking in the mirror and changing her emotinal state. We chose to use these shots to foucs on characters emotions in the scene so to be clear to audeinces.


Myself and Ellie chose to film this scene in an almost scenic area as after researching into Katy Perrys video's we were alble to see that her performance shots were in very idealic areas , almost creating a theme of beauty to the video which is why we chose to film this long shot performance shot in a snowy field.


In this narrative scene the of the long shot allows audiences to see other characters in the scene. This is important in this case as The lyrics are representitive of whats going on in the scene. This was a convention we found frequently used in Katy Perrys Firework video in narrative scenes when long shots are used to show how the characters and their actions in the scene reflect the lyrics.


This is another narrative scene Ellie and myself filmed for our music video. In this scene a boy is being bullied in school , he begins to defend himself and we chose to motivate his actions as the lyrics in the song change to the chorus , to again create a strong relationship between lryics and narrative scenes.


This performance shot of ellie was filmed as it shows the dress ellie is wearing and although it may not be obvious it is linked into the firework genre and overall narative portrayed in the music video. The dress she is wearing is an atherial peacock dress with a expolsive pattern all over. We chose to do this is we felt it followed connotation of Katy Perry in her Firework and teenage dream video when her outfits reflect the music video and artist.


This narrative scene is centred around an emotive narrative. A young boy sits and watch his mum being involved in domestic violence from his father. Again the lyrics motivate his actions to intervene and protect his mum.

Feedback on Attempt Final Video.

Ellie and myself posted our final cut of our firework music video. After filming both performance and narrative shots Ellie cut and edited the shots leaving the most intimative scenes that we felt audiences would identify and connect with , aswell as trying to create a music video that would use conventions of a female pop artist , most specifically katy perry. When we felt we had created this we posted the video on social networking site , on our media production page we had created on the website in order to gain feedback from the general public as a way of crowd-sourcing. one useful piece of feedback we gained was that the transactions between different shots were too slow and as result the music video did not look in sync , in comparison to any other music video including katy Perry's firework video which changes from shot to shot very quickly and seamlessly. in order to alter this Ellie and myself looked at Katy's videos such as firework and teenage dream and timed at quickly she changed from one shot to another. Her match on actions transactions between shots prompted us to make our shots have a quicker pace of change.

lyric analysis

This video was filmed by Ellie and myself as a narrative scene for our music video. We decided to use the conventions of Katy Perry's music video as she uses ample amount of narrative scenes to create a strong message to her audiences. When researching into her Firework video we both noticed how the artist used emotional narrative scenes such as bullying or domestic abused juxtaposed with what some may see as heroic narrative. This creates a stronger story to the music video , the use of equilibrium and disequiblerium to create a new more positive equibelerium ( character in the scene stops negativity from happening such as the boy in this scene stop his dad hurting his mum). Ellie and myself used a range of shots in this filmed scene also. We used long shots to establish the characters in the scene as-well as close ups of the affected characters in the scene. We did this as Katy Perry does so in her hot and cold and firework video. She uses close ups and long shots in scenes where the importance of characters emotions and roles in narrative scenes needs to be emphasized to the show the message behind the video.

Firework Locations

Katy Perry Firework

Timeplan

Time Plan

Ellie constructed this timeplan to show how we would manage our time and ensure each task at every stage was complete to our epxpected standards.

Cheryl CD Cover

Kylie Cd Cover

Kylie CD Cover

Ellie and Myself did a test photoshoot inorder to understand if the conventions we had chosen to follow when creating our cd cover and also digi pack would work. Our use of mid shots ups are strong convnetions of female artists and also Katy Perry's cd covers in particular. We also decided to have ellie wear conventionally feminine colours like pink to follow the convnetions expected of a female pop artist , and what convnetions we found most common on cd covers. We did not challenge any conventions when testing the shoot as we felt our music video and artist chosen followed so many conventions that challenging some during the shoot would not work.

Effects

Media Effects

Settings.

Settings

katy perry Cd Covers

Katy Perry CD covers

Music video initial planning

Before we could decide on what artist we would use when creating our music video , we researched into the main female pop artists around on the music scene at this current time , and if were to chose them , what would our production then entail. Would we be able to create a music video that used conventions of that artist. We researched into different artists and when looking at the pro's and con's of each , we then came to a decision on which artist we would be able to produce a music video around using the conventions we had found in their music videos.

Hot and cold breakdown

During the video breakdown of Hot and Cold , the narrative of teenage romance was there as was feminity , much similar to the message portrayed in Teenage dream. Katy is seen wearing a wedding dress which conventionally is extremely feminine. The plot behind the music video involves Katy chasing her groom , suggesting she is a sterotypical 'bride'. This is not a convention we will choose to use in our music video as we want to show females and other invdivduals as independant , and not like the character portrayed in Hot and Cold. The locations used are more urban in Hot and cold and the use of long shots throughout the video show the more 'street' style locations. This is a convention we will use in our music video as a more realistic feel is projected from the music video to the audience , helping them to relate to the narrative and mis-en-scene in our Firework video.

Teenage dream breakdown

When we broke down the teenage dream music video in to several still images we were able to see narrative behind the music video and how it differed from katy perry's other music video's. But how she still used similar conventions from previous music videos.Although the narrative behind this music video is much more innocent and romantic Katy perry still uses conventions of feminity which can be seen from the girly outfits she is wearing and the soft and serene locations used in the music video. The strong message behind this music video about teenage love allows teenage audiences to seek identification and relevance towards the music video , this is a convention Katy uses in other music video and will be a convention we will use in our music video.

Music video breakdown

Calafornia dreams was the first music video of Katy Perry's we chose to breakdown and research into , as it is her most appealing music that has been produced. Katy once again strengthens the genre of music in her music video 'pop' , by emphasising the feminity in the music video. Katy is seen wearing revealing outfits and flirting with a male character in the music video , Katy is portrayed as a sex symbol and this is supported by the costumes involved in the mis-en-scene as she is wearing a corset which has sexual connotations. The locations and props used in the mis-en-scene show conventional femininty through the use of candy floss clouds and sweets. This is a connvetion that katy has exxagerated in this music video and will not be used in our music video as we feel it does create a narrative that will connect with audiences as strongly , even though it does fit with the convetions of a female pop star. Therefore we will compramise with the conventions we have seen , and use conventions of a female pop star and feminity but without the link to a feminine location,costumes and props.