Write about your coursework
through the concept of Genre.
The concept that I will be
discussing is Genre and how I have incorporated or challenged the conventions
of this concept throughout. Genre is a type of category and is generally seen
as a fusion of stylistic and substantive features that become conventionally to
the audience.
The genre I chose to focus
on in my coursework was Pop; therefore, I firstly looked at the typical
conventions of this genre. Generally, Pop music videos incorporate a
combination of performance and narrative throughout or solely a narrative as
this will allow artists to interest and engage their audience. This is because
the uses and gratifications that generally apply to their audiences is that we
use Pop music videos for escapism; the reason for this is because the majority
of heir demographics are teenagers and young adults who are either still at
school or work. Although I created my music video for the same uses and
gratifications (as the demographics of my audience match this) I believed I
took a slightly unconventional approach in terms of structure. This is because
my music video consists of the artist solely performing to a camera as hey
continually look towards the lens (another convention of Pop) While a number of
signs that are in relation to the lyrics which is generally very different to
Pop music videos.
Another convention used in
Pop music videos is the use of bright and vibrant colours to coincide with the
fun and upbeat atmosphere. I feel as if I have incorporated this convention
throughout and is firstly illustrated through the mise en scene of the video. I
placed my artist on a plain white background so she and the signs in the frame
would ultimately stand out e.g. the costume my artist wears is a red top which
is very bright and bold with dark leggings; in addition, in terms of the signs,
I used very vibrant colours e.g. there is one sign that reads “Delusional
Sunset” I included an image of a sun on this sign using bright orange which was
then outlined in black, the letters written on the sign were also in black
overall making the sign bold and eye catching for the audience. Additionally, I used very strong lighting in
the terms of the set; however I further increased the brightness and contrast
in editing.
In edition, the other
convention used in the Pop genre is to actually use popular music from a
popular artist. Once again I took an unconventional approach and used quite an
unknown artist’s song (Sara Bareilles) however a few of her songs have made the
charts e.g. “Love Song”. Even though I chose an unknown song I used an
unconventional structure which ultimately allowed me to create a new innovative
product which according to some theorists increases popularity of Pop music
videos.
Lastly, I incorporated the
theorist Andrew Goodwin throughout. He says there is a relation of lyrics to
visuals throughout which I ultimately illustrated in the structure of my music
video e.g. images and words on signs directly link to the lyrics. For
example there are three ways music video can promote a song, illustrate,
amplify, and disjuncture, my music video uses illustrate and amplify. Firstly,
my music video uses a set of images to illustrate the meaning of the lyrics,
and secondly I repeatedly showed images e.g. the use of the crown to amplify
the meaning of the song throughout; as a result, this illustrates how I have
incorporated Andrew Goodwin’s theory throughout.
The other pieces of coursework I created was my digipak and magazine advert. Both follow incorporate obvious conventions of Pop for example I continued the consistent colour scheme of bright colours throughout to engage and entice the audience and to create a fun atmosphere for my audience which was reinforced through the continuous incorporation of 'confetti' which connotes celebration and fun into both my magazine and digipak. The overall theme that I followed is evident in similar artists work such as Katy Perry in her 'Californian Girls' album.
Overall, the coursework created uses the 'Uses and gratifications' theory as it is designed to be used as a form of escapism for its audience as much of the age range would included young adults and or teenagers many on which would still be in school, college, or work as result my product are created for them to escape reality for a while.
No comments:
Post a Comment