2. Textual Analysis : KARD – OH NANA
Representation: Kard is a co-ed Kpop group (with a focus on R&B/hip hop)
consisting of two female and two male members. The unique dynamic itself makes
the group seem refreshing and different amongst other groups in the Kpop scene.
Kard are represented as stylish, mature and urban, as well as skilful dancers and
rappers/singers.
J.Seph Somin BM Jiwoo
3. Institution: Kard are signed to DSP Media; a South Korean entertainment company
that operates as a record label, talent agency, music production company, event
management and concert production company, and music publishing house. DSP
Media specialise in R&B, dance, electropop and hip hop within the Kpop music
genre.
Audience: Their target audience consists of heterosexual 15-25 year olds, who lie
within the psychographic category of aspirers and/or explorers.
Textual Analysis : KARD – OH NANA
4. Textual Analysis : KARD – OH NANA
Narrative: ‘OH NANA’ is the first of three project singles to be released before their
official debut with the intent to introduce the public to the band’s concept, (that
each member represents their chosen playing card: BM- king card, Somin- Black
Joker, Jiwoo- coloured joker, J.Seph- ace), as well as to create a ‘buzz’. For this
reason, the music video is what Sven E. Carlson would describe as a commercial
exhibitionist (a type of performance video), as the band is made to seem appealing
to the target audience by being portrayed as successful in the given context (i.e
having expensive designer clothes), and so are positioned above the audience. In
consequence, the target audience idolise and aspire to be like the artist.
5. Editing: Adheres to Andrew Goodwin’s theory of ‘thought
beats’ where there is a relationship between the visuals and the
song.
Textual Analysis : KARD – OH NANA
6. Time: 0:10
Shot type/camera movement: This establishing shot of the
group dancing is also the master shot of the mv, therefore
following the code and convention of Kpop music videos,
that the master shot is of the group dancing. These shots
highlight the band’s high ability of dance, gratifying the
expectations of the target audience, as well as positioning
the band above the audience.
Mis-en-scene: Artificial, low key red lighting- this lighting is
a conventional feature of KR&B music videos.
Time: 0:20
Shot type/camera movement: High angle mid shot.
Mis-en-scene: Again the red lighting (same effect as before)
The graffitied walls are connoted with cities and rebellion,
strengthening the urban and cool representation of the
band.
The costume of the fur coat conveys a sense of high class
which juxtaposes the imagery of a graffitied wall that is
strongly associated with less affluent areas etc. The contrast
of the two images creates an ‘edgy’ look that appeals to the
explorers in their target audience.
7. Time: 2:26
Shot type/camera movement: Low angle – put the audience
in the position to ‘look up to’ the artists, portraying them as
strong (as artists)
Mise-en-scene: background of high rise buildings- indexical
sign- connotes with urban and city- creates the modern and
urban image of the band- appeals to target audience
Time: 2:01
Shot type/camera movement: close up shot of the band
member which highlights the artist’s indifferent expression
making the artist seem ‘edgy’ this also adheres to Andrew
Goodwin’s theory that music videos are used to meet the
demands of the record label.
Mise-en-scene: the costume of the sunglasses again
anchors the ‘edgy’ look of the artist.
8. Time: 0:41
Shot type/camera movement: Low angle crab shot creates a
sense of mystery which appeals explorers whilst also
positioning the artist above the audience as the low angle
makes him seem dominant.
Mise-en-scene: Low key artificial blue lighting- same effect
as mentioned previously- except the blue shots provide
relief for the constant red lighting making the music video
more engaging
Time: 1:41
Shot type/camera movement: Wide shot
Mis-en-scene: The ‘hip’ and ‘edgy’ representation of the
artists are reinforced with the use of props, costume and
body language. The expensive but casual clothes and
‘vintage’ car, paired with the artists walking/posing with
confidence and a sense of indifference makes the artists
seem effortlessly cool.
9. Black bands at top and bottom is code and convention of
music videos- may use to look established and professional
Artificial lighting to adhere to the codes and conventions of
KR&B music videos- this will make my mv look professional as
well as relay a similar image of my artist.
The pace of editing matching the music is a code and
convention of kpop music videos and therefore I shall try to
achieve this in my own work.
What I have learnt:
