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Introduction to a2

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  • 1. Introduction to A2
    Advanced Portfolio
  • 2. Course Breakdown
    Coursework 50%
    Exam 50%
    In the exam:
    Section A: reflecting on coursework
    Section B: We Media & Democracy
  • 3. Music Video
    Blogging
    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
  • 4. 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
  • 5. 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!
  • 6. Let’s Get Started!
  • 7. 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!
  • 8. 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
  • 9. 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.
  • 10. 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
  • 11. 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
  • 12. 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
    Pleasure
    Some draw upon cinema, TV genre, other music videos, video games…
  • 13. Task 1:
    View Eminem’s Video Without Me
    Note how far it proves Goodwin and Stewart’s theories
    Use the grid

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