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.




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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