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Evaluation: Question One =]

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heidi Lesiw

on 21 April 2011

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Transcript of Evaluation: Question One =]

In what ways does your media product use, develop or challenge forms and conventions of real media products? This is Love
PJ Harvey Dog Days Are Over
Florence + The Machine The location of our film in kept with the abusive theme and linked to our influences of Florence and PJ Harvey music videos. Our location was a white box room, which gave us a blank canvas; we added props such as a dirty antique mirror, a simple camp bed, an old stereo, draws, and a black table. On the walls we created a montage of magazine cuttings stuck up with red tape, to show the younger sisters ambitions and want to be pretty, we also thought it gave the room more a sense of a bedroom thus impacting the verisimilitude of the video, so that that the audience realised the location is a place of significance to our characters. The use of a blank canvas room is similar to PJ Harvey’s video ‘This Is Love’ where she uses one location to shoot her whole video, and only the lighting changes from light to dark to give it some dynamic range. Our initial ideas got us thinking about taking a piece of music and creating a video based on either a narrative storyline or a prominent issue. After researching artists such as Beyonce and Lady Gaga we realised that although we wanted something with a good beat, we wanted something with a darker tone. However Lady Gaga’s ‘Paparazzi’ video caught our eye and we wanted to have the actors in our video being mannequin dolls to emphasise the issues that theorists Laura Mulvey and Jean Kilbourne raise of women being objectified in the media for ‘male gaze’ purposes. Personally I analysed Taylor Swift’s video of her song ‘Love Story’ as I wanted to create simple ‘boy meets girl’ narrative yet this is one of the most obvious routes to take for a female vocalist music video so we started to look deeper into the indie rock genre. We took a route into Ellie Goulding’s music as her lyrics are intriguing yet give a narrative structure. However after some deliberation we still wanted something raw and darker so we tried Florence + The machine and new that they were the genre and look we wanted, Florence’s videos are always artistic and original to the band and this is what we were looking for. We decided on her unreleased song ‘Girl With One Eye’ as it had influential lyrics which in kept with our theme of women in media, however we decided to portray a theme in the video that would make the audience feel uncomfortable yet think about the issues raised. We based our video on sibling rivalry, the physical and mental abuse an elder sister could give a younger sister, we still wanted to incorporate a rag doll so we used this as something for them to fight over as well as to symbolise the younger sister. Emphasising the mental abuse, yet by the end of the narrative video, the elder sibling physically abuses her sister, ending in a suicide. We wanted to create a direct correlation to the music’s lyrics and the visual images on screen and I think we achieved this. Upon realising our songs themes we were then influenced by PJ Harvey as her songs are of a similar tone to Florence’s and listening to them gives strong images in your mind. We looked at PJ Harvey’s album covers which were quite striking. We took the use of her split screen album cover for our poster design, although she uses the same person, we thought it would be a good look for our two rival sisters to be split side by side but instead of seeing the split like in PJ Harvey’s we created a rip down the image as if it was a picture torn in half which from audience feedback really appealed to our target audience. We felt the image was so striking and emphasises the rivalry between them that we used it as the back cover of our Digipack with out the rip this kept the continuity going through each of our products. When researching into the look of our genre we came across the band ‘Babes in Toyland’ who had created a song called ‘He’s My Thing’ the video itself is very intense and creepy. We were influenced by there use of dolls hurting other dolls in the video but developed this idea so that our video progressed from a human hurting a doll to a human hurting a human. There whole video is shown in black and white which is a concept we had dwelled on but instead we kept our video in colour. Yet the room we shot in was bare and we gave it a dingy feel by using run down and antique furniture. In there video they also mixed shots of the band with the story of the dolls which we had drawn in our storyboard but when we came to filming we decided to keep the whole video as a narrative and it would impact more on the audience if we didn’t break the narrative by adding in clips of our band ‘The Rivals.’ When researching into the look of our genre we came across the band ‘Babes in Toyland’ who had created a song called ‘He’s My Thing’ the video itself is very intense and creepy. We were influenced by there use of dolls hurting other dolls in the video but developed this idea so that our video progressed from a human hurting a doll to a human hurting a human. There whole video is shown in black and white which is a concept we had dwelled on but instead we kept our video in colour. Yet the room we shot in was bare and we gave it a dingy feel by using run down and antique furniture. In there video they also mixed shots of the band with the story of the dolls which we had drawn in our storyboard but when we came to filming we decided to keep the whole video as a narrative and it would impact more on the audience if we didn’t break the narrative by adding in clips of our band ‘The Rivals.’ Costume was another significant part of the mis-en-scene of our video. We kept the sisters in black and white, keeping the continuity from a photo shoot for poster and Digipack to the main music video. Putting one of the characters in a black dress (younger sibling) shows her femininity which is portrayed in many of Florence + The Machine songs, as Florence herself likes to dress in a feminine way contrasting to the lyrics of her songs. Both sisters kept similarities as they had a flower hair clip matching there hair colour as well as symbolises who is good and bad. Elder sister in red and younger in beige, again the prop of necklace was used for them to fight over, the younger having a floral pink heart necklace, with the elder a red feathered necklace. The camerawork and editing is crucial to make a music video exciting and intense. During the filming process we used a variety of shots to play out the narrative, these included over the shoulder, close ups and medium shots, we also used a pan of the room and a birds eye shot. Also the two times that our elder sister lip syncs, we get a shot of her looking straight at the camera, as if she is interacting with the audience making them feel involved in the situation. During the editing process we kept the shots calm at the beginning to get the audience zoned into the narrative, but when the tempo of the music gets faster with a heavier beat, we used lots of shots in a row, repeated shots, changed the speed duration to either speed or slow shots down to contrast the same shot, at the end I created a fast paced short montage of the video before the youngest decides to resort to suicide. Again, this fast shot action is seen in lots of videos that have fast paced music but we tried to develop this idea by putting sped up shots next to slowed down shots and overlapping shots together as it is vital for the audience to stay interested as well as trying to shock and make them feel uneasy. Overall, I feel the main product works as an Indie rock video used for its genre that will be enjoyed and understood by its target audience yet also portrays a heavy theme and context of which some videos have tried to do but hopefully we have tried to incorporate a theme that is not usually shown through a music video. Whilst showing a continuity of images, fonts and colours throughout the poster and Digipack. Upon looking at Andrew Goodwin’s music video theory I feel our product works as it demonstrates genre characteristics of Indie rock using a one room location, a major theme, and primarily female vocalist, emphasises a clear relationship between the lyrics and visuals predominantly when elder sibling lip syncs and her words compliment her actions. A clear relationship between the music and visuals as the tempo heightens the editing quickens and the shots become shorter and sharper. The use of close ups on the artists is predominant when looking at the ancillary tasks as the close up images of the two sisters have become a reoccurring motif throughout the products, there is a strong sense of the notion of looking, as elder sibling looks directly into the camera, as well as the younger looking through a mirror at her bruising and finally it contains intertextual referencing as our key theme of sibling rivalry and abuse runs throughout the narrative of our video.
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