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Introduction to a2

Introduction to a2






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    Introduction to a2 Introduction to a2 Presentation Transcript

    • Introduction to A2
      Advanced Portfolio
    • Course Breakdown
      Coursework 50%
      Exam 50%
      In the exam:
      Section A: reflecting on coursework
      Section B: We Media & Democracy
    • Music Video
      More advanced use of technology
      Creating a music video promo for a song that does not already have a video
      Creating a Digipak and Magazine Advert
      Individual or group work
      One term
    • How will it be different to AS?
      You will learn media theories and apply them to both professional products and your own work
      You will develop high level understanding of the impact media has on our everyday lives
    • This Term’s Aims
      To understand the language of music videos
      To understand the narrative devices used in music videos
      To understand how intertextuality is used
      To explore representation of artists
      To understand how audiences are targeted and how they are positioned by the producer
      To learn how to use Final Cut Express!
    • Let’s Get Started!
    • What is a Music Video?
      In pairs create a mind map of all the conventions of music video you can identify
      Let’s watch these to see if you are correct!
    • Andrew Goodwin: Our 1st Theorist!
      A relationship between the lyrics and visuals (illustrating, amplifying or contradicting the lyrics)
      A relationship between music and visuals
      Particular genres may have their own video style and iconography
      A demand from the record company for lots of close-ups of the main artist
      Artist develops their own star iconography in and out of their videos
      Reference to voyeurism (screen within screen, binoculars, cameras…)
      Intertextual references
    • John Stewart: Our 2nd Theorist!
      music video has the aesthetics of a TV commercial, with lots of close-ups and lighting being used to focus on the star’s face
      He sees visual reference in music video as coming from a range of sources, although the three most frequent are perhaps cinema, fashion and art photography
      Stewart’s description of the music video as ‘incorporating, raiding and reconstructing’ is essentially the essence of Intertextuality, using something with which the audience may be familiar, to generate both nostalgic associations and new meanings.
      The video allows more access to the performer than a stage performance can. The mise-en-scene, in particular, can be used to emphasise an aspirational lifestyle.
    • Camerawork
      Significant impact on meaning
      Movement, angle and shot distance should all be analysed
      Camera movement may accompany movement of performers or stage performance
      Close up dominates because of the size of the screen and desire to create sense of intimacy
      Lighting to focus on the artists face
    • Editing
      Mostly fast-cut montage
      Images difficult to grasp on first viewing
      Some videos slower pace and gentler shot transitions to establish mood
      Dido, Mariah Carey…
      Digital effects like split screen, CGI
    • Intertextuality
      Post-modern text
      Drawing upon existing texts in order to spark recognition in the audience
      Short hand
      Not all audiences will spot the reference
      Some draw upon cinema, TV genre, other music videos, video games…
    • Task 1:
      View Eminem’s Video Without Me
      Note how far it proves Goodwin and Stewart’s theories
      Use the grid