In what ways does your media product use, develop or challenge forms and conventions of real media products?
There are various aspects of my products that both conform to various media and genre conventions, but also parts that are unconventional. My music video is probably the product that fits most with genre conventions. There are several reasons why this is so.
The video created by my partner and myself has been designed for music of the psychedelic genre. This genre is quite specific in its sound, appearance, message and themes, and so we had to try and bring these aspects into our video while at the same time trying to keep it unique and original. One of the key features of the video that fits the conventions of this particular genre is the use of psychedelic imagery and colour. Using imagery such as coloured mushrooms, slowed down and distorted faces and chaotic scenes at the dinner table we were able to strongly represent the psychedelic aspects of the video, while, at the same time, offering the audience some fresh and exciting to view.
The themes we incorporated into the video are also highly conventional in relation to our chosen genre. By inter-textually referencing the film, and book, 'Alice in Wonderland' we were immediately able to show the viewer what genre of music video they are viewing. The film 'Alice in Wonderland' has bad much reference throughout the years in both psychedelic music and visual art. In using an inter-textual reference in our video we have immediately created a conventional element, even if the rest of the video were unconventional. This is because many music videos, both new and old, incorporate an inter-textual reference, whether it be from a film or another music video. It is a common occurrence that directors refer to other texts in their own.
By visually hinting at underlying themes of insanity, madness and disorder we were able to make the video conventional to the genre in this respect as well. There are often themes of insanity and madness in psychedelic films and artwork, which we attempted to bring out in our own video.
Although most aspects of my music video are conventional either to the genre or as a music video in general the same cannot be said for either of my print production products.
Both my album cover and magazine poster challenge, in some ways, most of the conventions of visual art for music products. A prime example of this is the use of a completely white background for both my front album cover, and for the magazine advert. This is very rarely seen on such products as, for the most part, it appears to be visually bland and uninteresting. However, i decided to use a white background as it allows my image to stand out and look visually a lot stronger. It also holds further connotations of barrenness and gives the product an ironically clinical feel.
I have further challenged what would be viewed as normal with my album cover in my lay out. Instead of having the artist name at the very top of the cover i decided to put it in the bottom left corner, in the format of a bar code. It is usually rather unusual to find an album cover that does not had the artists name at the top or as the main feature of the cover its self. I decided that in challenging this convention my cover is made that bit more interesting visually.
Despite being rather unconventional as designs in general the colour scheme in both my magazine advert and the album art designs are in keeping with the forms and conventions of psychedelic art. The use of colour is not dissimilar to optical art and other forms of psychedelic art. The colour paring creates a mild optical illusion, adding further depth to the images. In addition to this the use of surreal imagery is also typical of this style of art, further strengthening the impression of psychedelia it gives the viewer.
Even though there are aspects of my products that are unconventional and unusual when put together (both video and print productions) they are, on the whole, conventional. The combination of both original and conventional aspects allows my products to be both original and unique whilest at the same time making it obvious what they're about, who they're aimed at and how they should be interpreted.
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