The document summarizes how the media product follows conventions of music videos. It discusses using techniques like close-ups, jump cuts, and relevant locations and settings. It also analyzes the product through the lenses of theorists Andrew Goodwin and Carol Vernallis. While it uses amplification and illustration as Goodwin described, it diverges by not having the artist be both narrator and character. It complies with Vernallis' theory by using jump cuts, edits, and breaking continuity editing conventions she said are common in music videos.

1. NYOMI LIBURD

2. HOW DOES YOUR MEDIA PRODUCT
USE, DEVELOP OR CHALLENGE
CONVENTIONS OF A REAL MEDIA
PRODUCT?

3. IDEAS THAT WE FOLLOWED
• Good use of camera work (Close ups &
movement)
• The emotion of the song is capture
throughout the music video
• An urban theme
• Jump cuts to the beat
• Use of relevant locations and settings.

4. FOLLOWING CONVENTIONS
• After doing research into our genre we found
out that close ups and jump cuts are usually
used the music video so we also used these
edits in ours.
• We found that the conventions for our genre
worked well with our video and song so we
decided it would be a good choice to stick to
the usual conventions used by our chosen
genre.

5. GOODWIN
• Our group used Amplification in our video which is part of
Andrew Goodwin’s theory. Amplification is the idea that
the video introduces new meanings that don’t contradict
the lyrics of the song.
• However we also used some illustration too because there
are a few shots in our music video which illustrate the
words of the song.
• Goodwin suggested that in music videos the artists acts
as the narrator as well as a character. This is something
that we didn’t follow this our music video. Our artists was
only a narrator not a character.

6. VERNALLIS
•
Our music video follows the conventions of Carol Vernallis’ theory since
we have used many jump cuts and obvious edits such as special
effects.
•
Also we used base tracks to give our music video structure. Carol
Vernallis said that this was something often done in music videos.
•
Vernallis said that the rules of continuity editing are often broken in
music videos.
•
Vernallis said that the rules of continuity editing are often broken in
music videos. We followed this convention by using as many jump cuts
as we could. Which means we complied with her theory.