Course Breakdown Coursework 50% Exam 50% In the exam: Section A: reflecting on coursework Section B: We Media & Democracy
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
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 Pleasure 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