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

In the planning process of our video we researched many videos of the same genre and found that most of them had a story in the video, and the main focus of the video was of the artist or band telling the story.

The stills of the music video illustrate who the main character is and watching it draw the attention to the viewer. The video is displayed as the typical layout of a music video, the amin focus on the artist and then cut to locations using different variations of shots. Also the way the style gives a vintage and uniqueness to it which relates to the genre of music.

One way we challenged and developed the forms and conventions is through the special effects we used whilst editing. An example of this is when Florence appears to be inside the television but she's not. We did this through filming the television part first then burnt it onto the disk and then played it through whilst filming. We decided to do this as its different and engages viewers at the start of the video so they are drawn to watch it. We used the forms and conventions of real media products through the setting and location we used in the music video which is used in typical music videos.

We had a different location. Florence and the machine's orginal video for kiss with a fist was set in a room and just had a white background in all the shots, whereas we decided to use three different locations, one being in a bedroom, outside a house and in London. We had real locations and gave a sense of social realism. The orginal video didn't have any real locations as it was filmed in a studio. I feel that our locations could relate to the audience more, however the orginal video is also effective as it hasn't got any distruptions.

With our costumes and props we chose them based on the style of Florence and the Machine and the genre of music as this would draw in our target audience.

We didn't really challenge the forms and conventions we mainly just developed and used existing ones that are presented in real media texts because to challenge the conventions would have confused the auidence it was aimed at, so i feel that following the conventions work better.