Evaluation question one: 

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

When researching our chosen genre of ‘Indie Rock’ we found a variety in terms of codes and conventions throughout example music videos. We found that many of the videos conveyed some sort of message which were typically controversial such as imagine dragons ‘demons’ and arctic monkeys ‘scummy’. We decided that we would like to conform and develop this convention, and have our own meaning embedded throughout our product. 

 We settled on the theme of youth and youth representation, which we then later developed to sexuality in youth and the acceptance and representation of subservient sexualities. We decided to do this by having two main female characters, one of whom was shown to be homosexual in the final scene, apparent through her attempt at getting close to her partner.  

Although we attempted to convey that the idea of homosexuality should be acceptable in today’s society, when looking back at our finished product, we found that we had actually done the opposite, and had in fact portrayed it as a deviant act which is in fact unsuccessful in the end, shown by the rebellious nature of the two trouble making females, and the final scene where one is in fact rejected by the other, suggesting that it is an unaccepted form of deviant behavior which shouldn’t be copied. 

From our research, we found that the messages and ideas conveyed in indie rock music videos were portrayed quite differently depending on the artists and what they wanted to put across. We believed that the most effective way to put across our aims of the video would be through an entirely narrative product, which was also influenced by circumstance as we were unable to get a hold of the people and props needed for a performance type video. 

Our product was heavily influenced by the indie rock group ‘arctic monkeys’ who have also produced entirely narrative based products to express particular opinions. One reason for this, and also another deciding factor for our own decision is that having a narrative based music video separates the artists from the themes and ideas portrayed throughout the product, which can be very useful for controversial ideas.

Evident from the name of the genre, indie rock videos are typically more individual than regular music videos, with a variety of unique mise en scene and iconography to make them stand out. We have again taken this convention and developed it within our own product, having our two main characters wear balaclavas, expressing their individuality and also reinforcing both the name of the single ‘balaclava’ and the theme of deviant youths. 

This was particularly expressed by the long shots of the two characters alone after they are separated, showing their isolation from everyone around them and each other and the close ups of cat’s face as she places her head in her hands after Sophie walks away from her, showing her frustration and melancholy at being rejected.

Costume

Props

The use of props throughout our video was significant, with minimal items, more influence was placed on the items we did have. We used a roll up, a lighter, a carling can and balaclavas as our dominant items, all of which connote a rebellious atmosphere, developing youth stereotypes and conventions

The costume which our characters wore were quiet conventional of the genre, with dark colours and an 'edgy' feel. This is reflected in many examples of indie rock music videos, with both characters and performers often in dark clothing such as black jeans and leather jackets.

Settings 

Again our settings were very reflective of the typical settings associated with indie rock videos. From our research we had found that the places the characters or artists in the video would visit were conventionally more unique and a bit different to the usual settings portrayed in other music videos. However, we were slightly limited by circumstance so tried to incorporate more of an edgy feel to our video by editing our settings in black and white, which we found to make a grittier feel to our product. 

Applying theories

Barth: Enigma Code

Enigma was built up throughout our product from the very beginning from our use of props. The characters are first introduced wearing balaclavas, which they both have on for the majority of the video. This creates an enigma for our audience as it leads them to question who they characters are and what their story is. This is only partly revealed towards the end of our video, when Cat takes off her mask. Here, the audience are able to identify and connect with one of the characters, however, we eave them on an ambiguous note when the other female character refuses to follow and take off her mask, instead walking away from Cat, again leading the audience to question what is going on and what'll happen next.

Todrovs Narrative structure 

• Equilibrium

Our video begins with Cat and Sophie meeting up to partake in their day out

• Disruption

There isn't an evident disruption until towards the end of the video, when Cat realises that she has feelings for Sophie

• Recognition

This is made apparent when she takes off her balaclava and attempts to do the same with Sophies

• Attempt to Repair

To 'repair' the situation, Sophie removes Cats hands from her mask and walks away from her

• New Equilibrium 

Both Cat and Sophie are left isolated and alone and the days events flash back through Cats mind