IN WHAT WAYS HAS YOUR MEDIA PRODUCT CHALLENGED FORMS AND CONVENTIONS OF REAL MEDIA PRODUCTS?
One convention of the pop genre that I challenged was Mulvey's 'male gaze' theory, that suggests women are to be portrayed in a provocative way for a male audience. For example, Beyoncé in many of her music video's, dresses in minimal clothing in order to please a male audience. I have challenged this convention to create a brand identity for my artist. Throughout the music video, she is seen to be a powerful and independent women through the use of direct address and close ups. through the use of costume, laid back clothing, I have also challenged the stereotypical provocative women in the pop genre.
Another convention I have challenged is the syntactic element of a theme of a love interest or a relationship, common in the pop genre, for example Halsey and The Chainsmokers' 'Closer'. Not including this theme meant that my music video could be centred around my artist, creating a strong brand identity. This also allowed me to present my artist as a strong and independent women, appealing to a female audience who can relate to my artist.
Another convention that I challenged, common in the pop genre, is the use of extra's. This is used to present an artist as popular, for example in Dua Lipa's 'New Rules' she is seen to be with multiple women in order to appear as a popular person. However I felt that this would draw attention away from my artist. I also aimed to portray my artist as powerful and independent, and this would not have been possible with extra's in the music video. On the other hand, in order for my music video to feel real, I have included the public in the background of various shots.
