A2 Media Studies Advanced Portfolio Evaluation

Matthew Winfield

In what ways does your media project use, develop or challenge forms and conventions of real media products?

When researching music videos of bands in a similar genre

(metal/hardcore/punk) I found that all the videos were majority

live footage of the band, whether on stage at a concert or

specially filmed live footage. This follows Goodwins Music Video Analysis; the first rule states that the music video

demonstrates genre characteristics. Therefore I decided to stick to these conventions of using live

footage of a band in my video. However I did not stick to to this

convention 100% as i used a storyline in my video as well as

live footage

Goodwins second rule is that there is a relationship

between the lyrics and the visuals. I found that in similar

bands music videos the footage was mainly live,

occasionally with a storyline, and the link between lyrics and visuals was physically seeing the vocalist sing the lyrics and the other band

members play their instruments. Therefore I

decided to link the lyrics and visuals through this. I also

took this approach in Goodwins third rule; that there

is a link between the music and the visuals as the video

shows the individuals playing the music.

In my video I followed Goodwins theory of fulfilling the demands of the record label by using close ups on the individual. This is used to make the

these individuals recognisable and sell their image. I looked at other bands videos and saw

this is used regularly.

However in this genre long/medium shots are also used to show the bands image as whole, not just on certain members. Therefore I shot my video

with a variety of shots on the individual.

Goodwins final theory is that there is

intertextual reference in media products. I

feel this rule has been used as my CD

covers, poster and video have very strong links and similarities. My

poster has an image of the C.D cover on, and all the products

use live images/footage of the band playing.

This is stereotypical for the genre.

How effective is the combination of your main products and ancillary texts?

I feel all my projects should have intertextuality, so they are more recognisable to the consumer.

They should also have a strong link to the conventions of this genre of music to attract the

right consumers.

From my analysis of current products I came to the conclusion that the stereotypical video and

ancillary products in this genre include mainly live footage/pictures of the bands. However I

challenged the convention of 100% live footage.

I used intertextuality in my digi-pack and video. I

used live pictures/footage in all

my products as this is a stereotypical technique

used in the genre to attract consumers in this

music scene. My cd cover is used on my poster so that if the consumer sees the

poster and goes to buy the product then the

cover is easily recognisable.

What have you learned from your audience feedback?

I felt it was important to use audience feedback, as this research shows you what the consumer wants and likes.

If the products (video, cd, poster etc) do not meet these wants and likes there is a chance the consumer will not like/buy the product.

Therefore I feel audience feedback is important in making products that are successful.

Throughout my project when creating my products I have asked members of my class for opinions on my products and to choose a

best product out of a range of designs.

For example I created my front cover logo and put a live

image in the background of it. I then asked for feedback and Sam Nellist said “try removing

the image and have just a black background”. I then

asked Kris Siddall for feedback and he suggested to

“invert the image so the background in white and the text is black”. After feedback

on these 3 products I concluded that the logo on the

black background was the best product. Throughout my

project I have done this; evaluated peoples comments and made necessary changes

to my products.

How did you use media technologies in the construction and research, planning

and evaluating stages?At the beginning of my project I used the internet to research into products similar to my bands. I used sites like YouTube for videos,

Google for C.D cover images and posters, Wikipedia for information, programs like Adobe Fireworks to create spider diagrams of my

idea’s, Slideshare to create PowerPoint’s including my research to upload onto Blogger, and Blogger itself to host my work.

As I started to create mock up products I used Adobe Fireworks to edit photo’s and create

designs for my C.D and poster. When filming I used a digital camera to film my video then

Pinnacle to extract the video from the camera and edit the footage. When evaluating I Used Microsoft Word to type up my evaluation and then put this into Microsoft PowerPoint with

images.