Form= structure/shape, conventions (cinematography, editing, sound, mise en scene), codes (e.g. red connotes passion), codes are the things we recognise as meaning, media communicates messages through the codes and conventions and represents messages and values (e.g. news programmes connote messages relevant to our country and reflects the ideology of the people that are part of that institution.)
Content= what is within the text itself.
Ideology= a set of ideas, messages and values.
The form of a music video can project which artists are the realist and whether they're doing what they do for the music or for fame.
Music video's are not to promote a song but to to promote an artist as they create a representation to an audience.
Conventions of a music video:
-editing to go with the beat of the song
-performance from the artist
-lip syncing
-main artist featured
-varied shots
-varied locations
-narrative/abstract based
-special effects
-mise en scene realting to the genre
-choreography included
-good use of lighting
-a lot of footage
-relatable feature to the target audience
In class we watched some music videos that previous students have created for their advanced portfolio. We then had to write why the products where unsuccessful.
Video 1 (Grade E)
Why it was unsuccessful: location, lighting and cinematography weren't relevant to the music, the editing didn't go with the beat of the music, you could tell that there was a lack of planning, it didn't reflect the genre of music, the sound didn't match, it didn't include much creativity, no direction.
Video 2 (Grade D)
Why it was unsuccessful: location, lighting and cinematography weren't relevant to the music, the editing didn't go with the beat of the music, poor performance from the cast, out of time with the music, bad use of green screen, bad framing, bad costume, not conventional.
Video 3 (Grade D)
Why it was unsuccessful: bad performance from the cast, lack of cinematography and variety of shots, poor costume, the effects used had no meaning.
As you can see these products have a lot in common which shows how they were all unsuccessful. The could've got better grades if they used conventions that linked well with their genre and used their creativity more.
We then watched a grade A music video and analysed why it was successful.
Video 1 (Grade A)
why it was successful: variety of shots, lip sync was in time, relevant costume, good performance from cast, a lot of editing was used and it went with the beat, good locations and background, it was interesting to watch, the editing matched the pace of the song, use of hard techniques.
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