Critical Reflection

The term "critical reception," or "reception history," refers to: How a creative work (book, film, music, etc.) has been "received" -- that is, how audiences have reacted to it over time.

As a result, I'm dedicating this post to Critical Reflection by responding to four questions about my coursework. I'll use images to illustrate my points because I've tried to be concise while still including a lot of information in 1000 words, so images will help clarify any references I make to my work.

How do your products represent social groups or issues?

The most important social issue portrayed is toxic relationships, especially since the lack of empathy from many individuals, is the main cause of what results in a toxic love atmosphere. I have also represented the social group of strong female teenagers in their new life, after overcoming that toxicity. Both issues are represented in a positive light, using the performance and narrative concept to ensure that I give a message of aspiration and bravery to teenage girls who are struggling to leave their toxic partner. Moreover, the mise-en-scène elements, such as having bright color neon lights, using ordinary settings, and casual dark and vivid outfits (images 1-4) convey a sense of positivity and optimism to overcome the confidence struggle. The main setting: the bedroom, and the main prop: the mirror and chain, reflect the places and metaphors teen’s obsession with an individual turned into dependency. I wanted to portray these settings as dark (with poor light), but also as a refuge, as conveyed through the shots in the bed with a blue neon illumination (image 1), as blue connotes faith and stability. However, the key takeaway from the video is the visual representation of how the girl is able to choose to overcome her restricting relationship and strives away from her negative boyfriend (as represented visually through the various shots of her breaking free from the chain. (Image 2-3).

How do the elements of your production work together to create a sense of "branding"?

Because branding is so important for any product, I made a conscious effort to include both implicit and explicit links between the social media page, the music video, and the digipak throughout. To begin, I used linked locations and the same settings for some of the products (Despite the fact that I also concentrated on having a variety of shots on the social media page). The bedroom scene where she is sitting down on the floor against a vertex, appears in all three products, representing the "think about the way a was" portraying the change satisfaction throughout. That link is implied on the digipak, music video, and social media page. (images 1-7). Furthermore, the color palette and illumination are very colorful all throughout, giving all products a sense of shared branding and identity; this is communicated through the use of neon lights all throughout the music video and in all settings, as well as in the music video, digipak, and social media page (images 8-11).

How do your products engage with the audience?

Following the identification use of the Blumler Katz Uses and Gratifications theory, having a one-character, concept, narrative elemental music video conveys a personalized message from the start, allowing my target audience (teenagers, but especially teenage girls) to identify personally with the narrative and the song lyrics. Furthermore, my actress is a teen who uses direct gaze (images 1-3) to address the audience directly on numerous occasions throughout the music video. In terms of the social media page, I have created a lot of content to engage with the audience, such as highlight stories entitled “updates'' (image 4), so the audience can stay tuned for the release of the products; the music video (image 5), the Euro Tour publication (image 6), the limited-edition merch giveaway (image 7)... I tried to always use the captions to relate them to my product by introducing them to my new product, such as on a post of my music video “trailer”, where the caption is “Coming out soon!” (Image 8, with a stick out tongue emoji). Moreover, I also use merchandising posts in order to appeal to the audience who can participate in my giveaway. This is linked to Stuart Hall’s Active Audience Theory. (images 9).

In the final focus group, I asked the class these four questions to gauge their level of engagement. They all answered in a similar manner, but there was a distinction between those who were part of my target audience and those who weren't:

Do you feel identified with the character? Are they a relatable character?

Yes, even if some buyers didn't have a personal connection to the character, they were able to comprehend the story.

Is the storyline able to be understood?

It was, they all agreed.

What issues are conveyed? Do you think they are relevant?

Yes, it was current and relevant to all teenagers, as it is, unfortunately, a reality for many of them. Some people are afraid and don't know what to do in that situation.

Does the mise-en-scène help you feel identified with the storyline?

Yes, the use of a mirror to illustrate the hardships with insecurities, as well as filming in an intimate bedroom and house setting, helped the audience connect with the story. Moreover, the metaphoric chain scenes where she breaks free from it were understood by everyone who saw my music video.

How did your research inform your products and the way they use or challenge conventions?

My research on music videos opened my mind to a range of editing techniques in music videos, such as the use of slow-motion Taylor Swift’s “Shake it off” music video which I analyzed in a post, as well as Gabrielle Aplin’s “the power of love” music video (images 1-4). Other music videos such as “New Rules” and “Don’t Start Now” (the song I chose and both by Dua Lipa ) follow a performance storyline, with sections of the song as narrative. That's why I felt at ease making a performance music video with narrative elements throughout, without fear of violating basic music video conventions. However, I felt at ease defying music video conventions in order to add meaning to my story with the sole purpose of visually reinforcing the lyrics. Some music videos have written verses on top of the video, therefore, I have decided to include a pitch black with colorful letters to synchronize with the neon theme that I have established all throughout my music video. (Image 5). Moreover, there is a scene in my music video which has the word “goodbye” written on a piece of paper and is an intertextual reference to Elton John. (Image 6). In terms of the digipak and social media, my research on Dua Lipa’s social media and digipak enhanced how close and down to earth, she is (images 6-9). I got inspired to create tour dates ( with my own style ) and more 'official' images that relate specifically to her music through my social media posts. (images 9-13). In the digipak, I used a black and white filter to further reflect Dua Lipa’s brand which she appeared often with this filter. (images 14-16).

(Additional Info) : This is a screenshot from Dua Lipa's Instagram. A feeling of closeness is immediately portrayed, by her pictures of ordinary actions such as lying on a couch, a silly selfie of herself enjoying an ice cream or a normal photograph of her in a brown outfit. Also, we can see how she announces her new album "Issue 009".

(Additional Info) : Dua's down-to-earth attitude is evident here as well, as she has a picture with one of her friends in what looks like Colorado or Arizona, and once again, a funny selfie of herself at the beach, with a drink. These pictures draw a closer bond between her fans and her, as she is showing ordinary moments in her life, which many of her target audience can relate to. She also portrays her love to her fans, by posting videos of her in the concerts. In that publication (see below), the second picture shows Dua and her dancers, and their close relationship, and she follows every single one. This distinguishes her from many other artists, who do not spend even much time with their dancers, nor follow them.

(Additional Info) : In this last screenshot, Dua Lipa once again, shows her closeness with the dancers in her show, as well as how ordinary and down to earth, she is. We can see this mainly, by her natural skincare routine in which the artist shows a very intimate moment of her day ( to which most people can relate ), and illustrates how not only glamour matters in social media. This increases her sense of realness and closeness to her audience. She also posts on her new albums, concerts, and accomplishments, but in general, all her pictures in the screenshot, are very ordinary and show how realistic the artist is.

(Additional Info) : The use of color in my image relates to pop conventions, as well as my music video. We both have similar elements on our social media pages. Whilst Dua has a video of her singing with a microphone, I have a picture of my artist with a bass guitar, as the song I chose ( ·Don't Start Now"), is characterized by the emblematic bass line playing all the way through the song, acting as the main melody. In terms of the "tour dates", mine is a very different style, as I designed it like that, in order to match my products.