Task 1. In what ways do your media products use, develop or challenge forms and conventions of real media products? Direct Address:

Direct address is when the star/performer looks directly into the camera; this creates a sense of proximity, and forges a connection to the viewer and helps to build the sense of fan based relationship with the band, making it more personal to the viewer. Creating this sense of proximity and relationship helps to deliver to the audience and to promote the band identity and closeness to the fans.

Direct address is used in almost every pop video; however there are some videos which will not use direct address. Below is another example of another band using direct address within their music video to create proximity and a connection. Mode of address encourages repeated consumption.