Media textual analysis

2. Conventions of a
house music video
House
music
is
extremely
popular
in
night
clubs
and
over
the
years
has
become
essen7ally
a
hallmark
to
nightlife
and
culture.
Star7ng
in
the
1980’s
house
music
started
off
originally
in
Chicago,
gradually
moving
over
into
the
UK
in
the
late
80’s,
it
became
well
known
for
its
electronic
sound
and
up
beat
tempo.
As
7me
has
gone
on,
House
music
has
grown
and
developed
into
various
sub
genres
such
as
progressive
house,
acid
house,
and
electric
house.
With
this,
house
music
has
become
increasingly
,mainstream
and
began
to
hold
a
constant
place
in
the
charts
as
well
as
major
singers
incorpora7ng
it
into
their
own
tracks.
In
addi7on
to
this,
due
to
house
music
popularity
within
the
club
scene,
the
vast
majority
of
music
videos
within
the
genre
typically
include
the
following…
• Dancing
(conven7onally
women
dressed
in
revealing
ouNits),
• Drinking
alcohol,
• Flashing
lights,
• And
bright
colours.

3. Analysis of a house music
video
Steve aoki
ft waka floka flame
Rage the night away

4. analysis The
opening
shot
of
the
video
is
of
a
birds
eye
angle
over
a
futuris7c,
Sci-­‐Fi
style
city.
This
not
only
automa7cally
tells
the
audience
when
and
where
the
video
is
set,
but
also
fits
in
with
the
electronic
sounds
within
the
song.
In
addi7on
the
directors
use
of
the
bright
neon
colours,
gives
the
video
an
up
beat
feel,
which
imitates
the
beats
in
the
song
as
well
as,
fiTng
in
perfectly
with
the
club
atmosphere
that
the
song
is
played
in.
In
addi7on
to
this
seTng,
the
audience
are
shown
a
group
of
girls
dancing
in
front
of
a
screen,
which
changes
colour
with
a
flashing
strobe
light
set
behind,
this
again
fits
in
with
the
night
club
culture
that
house
is
so
popular
in,
thus
aVrac7ng
the
target
audience.
Finally,
audience
is
also
shown
the
singer,
Waka
Flocka
Flame,
standing
in
front
of
a
green
backdrop
with
CGI
shapes
moving
about.
This
gives
a
lot
more
movement
to
the
scene
making
it
seem
lively
and
energe7c,
mimicking
the
song.

5. analysis
Steve
Aoki,
the
Dj,
appears
mul7ple
7mes
throughout
the
video
in
a
space
age
style,
white
armour
suit
(Pictured
below).
This
has
connota7ons
of
him
being
powerful,
due
to
the
armour
appearance
and
due
to
the
fact
that
he
is
one
of
the
highest
grossing
and
well
known
Dj’s
currently
therefore
it
highlights
his
posi7on
in
the
industry
as
well
as,
aptly
fiTng
in
with
the
futuris7c
seTng
and
electric
beats
within
the
song.
Likewise,
the
rapper
in
the
song
wears
a
brown
leather
jacket
and
grills
on
his
teeth,
which
fits
in
with
the
conven7ons
of
a
modern
rapper
and
thus
making
him
iden7fiable
to
the
audience.

6. analysis
Dancers
are
typically
a
major
feature
in
house
music
videos
and
this
one
is
no
excep7on.
Rage
the
Night
Away,
features
a
total
of
three
main
dancers
as
well
as
four
back
up
dancers,
which
only
feature
in
a
number
of
scenes.
The
main
dancers
however,
are
shown
to
be
wearing
very
revealing
crop
tops
and
skirts
with
slits
in
the
side
or
high
waisted
hot
pants.
These
have
been
specifically
chosen
as
they
give
connota7ons
of
the
nightclub
scene
but
also
allows
the
director
to
open
up
the
viewing
audience
as
it
will
aVract
men.
In
addi7on,
the
dancers
have
very
over
the
top
make
up,
as
this
again
connotes
the
night
club
scene
but
also
has
the
futuris7c
feel
that
is
being
put
across
in
the
video
due
to
the
outlandishness
of
the
weathers
and
bright
colours.

7. analysis
Rage
the
Night
Away,
features
a
lot
of
short
takes
and
jump
cuts.
This
has
been
done
by
the
director
as
it
gives
the
video
an
edgy
and
lively
feel,
which
mirrors
the
songs
energe7c
beats.
This
in
turn
links
with
the
conven7ons
of
house
music
as
it
mimics
the
dancing
and
wildness
of
the
nightclub
scene.
When
the
bass
drops
in
the
song
the
speed
of
the
clips
increases
drama7cally,
thus
once
again
portraying
this
connota7on.
Likewise,
the
video’s
storyline
consists
of
a
woman
going
to
see
the
Dj
about
a
par7cular
device
which
transports
you
into
a
dream
realm
where
she
is
surrounded
by
bright
colourful
screens
and
two
dancers,
therefore
by
incorpora7ng
these
jump
cuts
and
short
takes
the
director
is
mimicking
the
storyline
as
well
as
the
song
itself.