Evaluation Task 1- Conclusion

Conventions are the typical, or traditional way of doing things, these can be used, developed or challenged in a myriad of ways and through my music video I feel I have used and developed these conventions to my own advantage, in order to make the media products fit in and become accepted within the society of the media world, as if it were too whacky and different it could be too much and get ignored, or not fit the profile of the campaign I was trying to portray. Despite having to stick to certain conventions, I also wanted to give Fragment his own uniqueness by allowing him his own style, giving him dreadlocks and wearing unusual, but exciting clothes in order to make him appear more free and creative. The dancers within my music video also challenge this in the sense that they each have their own colour and in doing so stand out for themselves, where usually the dancers in a music video would typically be portrayed as one, rather than individuals. The conventions however, are entirely necessary in order to put across a specific star image and to draw an audience in. You rely on the conventions in order to create some sort of relationship between the artist and their fans, though this does not mean you are unable to deviate slightly from these conventions in order to portray a specific image you think may work.