Genre elements                Conventions presented in Teenage Dream-Katy PerryCharacters –                  Katy Perry. T...
Genre elements               Conventions presented in I Knew You Were Trouble- Taylor SwiftCharacters –                 Ta...
Genre elements              Conventions presented in I gotta’ feeling’- Flo-RidaCharacters –                Flo Rida appea...
Flo-Ridas music video follows a common narrative with stereotypical conventions used. The message he is tryingto portray i...
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Music video analysis katy perry, taylor swift, flo-rida

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Music video analysis katy perry, taylor swift, flo-rida

  1. 1. Genre elements Conventions presented in Teenage Dream-Katy PerryCharacters – Katy Perry. The recognisable artist has been placed in the music video and is shown to berepresentations, wearing little clothing. Little clothing is often worn in pop music videos to make the artiststereotypes, behaviour, look more of a sex object and appeal to audiences. This is a repetitional theme usingbody language, specific Steve Neal’s repetitional theory.actors/stars The Party atmosphere is used as teenagers like to have a good time and party. Partys are also associated with Summer which is the season the music video has been shot to look like.Narrative events –how is The narrative structure of Katy Perry’s Teenage Dream is narrative yet has an abstractthe narrative ordered and feel to it as the music video as a whole tells the story of a summer romance yet thestructured? abstract feel shows a variety of clips taken from summer.Iconography – props, Sunglasses, hair blowing back in the wind from the car gives the music video a summersymbolic codes feel and makes Katy look free. In the video you see teenagers jumping and running whilst taking parts of their clothes off as though they are heading to the beach. This creates a fun atmosphere for the music video. Props such as bikes and skateboards have been used to give a ‘young’ effect to the video as these objects are usually stereotyped for a younger audience of teenagers. This would appeal to Katy Perry’s target audience and uses Neals theory of repetition. Close-up clips of ice pops have been used to again highlight summer. These particular objects have been edited in slow motion to reinforce what teenaged like. The colour red is fairly dominant as the music video enters a party atmosphere which symbolises love/passion or danger. Smoke and bright colours are also used. These colours are often used in pop music videos, appealing to teenage audiences. Steve Neal’s theory on repetition is applied here. Setting- mise en sceneSetting- mise en scene The beach has been chosen as a setting as audiences associate the beach as a happy, positive, fun place to be. The clip shows teenagers running into the sea having fun. There is lots of greenery shown in this particular music video. The fields/trees give a natural feel to the video and suggest Katy Perry is free. This would appeal to teenage audiences as teenagers want to be free and have independence much like Katy Perry is shown to have. Throughout the music video the colour has been dulled and the use of pastel colours are used- this gives a ‘dreamy’ effect to the video. Music videos often use this technique which is part of Steve Neals theory on music videos repeating certain aspects so that they create the perfect music video.Technical and audio codes There are a lot of close up shots in the music video especially at parts such as showing– camera use, editing, Katy Perry with her love interest. Steve Neal believes music videos repeat themselves;lighting, diegetic/non Katy Perrys video reinforces his theory through the close up shots showing how happydiegetic sound, sfx she is. Slow motion has been used to emphasize the summer ‘fun’ that they are having. Handheld camera has been used at the start of the music video giving it a more personal touch, although handheld camera is not used throughout. What ideologies are encoded in the music video? What does the genre seem to say about what it is like to live in the world? Katy Perry’s music video for Teenage Dream shows a more generic narrative not a niche audience appeals wider audience convention.What ideologies are encoded in the music video? What does the genre seem to say about what it is like to live in theworld?Katy Perry’s music video for Teenage Dream shows a more generic narrative. Her video is not aimed at a nicheaudience with it appealing to a wider audience. Stereotypical conventions have been used. Katy Perry as an artisthowever can use abstract narratives for example her music video for California Girls features a world made out ofCandy. This is a rejection of Neal’s theory as no one has done this as a music video before.
  2. 2. Genre elements Conventions presented in I Knew You Were Trouble- Taylor SwiftCharacters – Taylor Swift appeals to teenage girls. Her outfits have been specifically chosen thatrepresentations, of what a teenager would wear. As Taylors audience are teenagers and young girlsstereotypes, behaviour, she is represented to be nothing but a young teenager going through boy problemsbody language, specific which all girls can relate to. Her outfits are not chosen to make her look sexy butactors/stars instead pretty. This follows Steve Neal’s theory as all music videos dress a certain way to appeal to a certain audience. It is repetitive.Narrative events –how is This particular video of Taylors follows a narrative. The narrative is based aroundthe narrative ordered and the love interest which is common throughout Taylors videos as she mainly singsstructured? about relationships. There are flashbacks of memories in the video also.Iconography – props, Guitar has been used when the various shots of people having fun are shown andsymbolic codes highlights summer fun. The Music video shows the love interest getting a tattoo giving him an edge and stereotyping the bad boy image hes supposed to be playing. There is also part of the clip where a police car is shown which represents rebellion. Fireworks and fire are shown in the music video representing the relationship.Setting- mise en scene Steve Neal’s theory of Repetition is used in the music video through the car. Much like Katy Perrys Teenage Dream video the rooftop down car is used for Taylor and her love interest. This could symbolise her being free and highlights the season of summer. Summer is the month people generally associate love with I.e. summer romance. Various clips are used to show the relationship between Taylor, her love interest and friends which tells the story and after analysing other music videos is a common theme to use. The rave is used for the build up of the song and shows people dancing, having fun and the band playing. This would appeal to audiences through teenagers like to have fun and go partying. Steve Neal’s theory of repetition is used here through pop music videos usually showing some kind of rave or party.Technical and audio At the start of the music video a long shot is used to establish location. The locationcodes – camera use, shows Taylor alone with a mess around her to which suggests there was a partyediting, lighting, going on but everyone has gone and left her.diegetic/non diegetic Part of the music video shows a rave which uses low key lighting. Fast paced editing,sound, sfx including quick cuts are used at quicker parts of the song making it contrapuntal. It is common for quick cuts to be used in pop music videos reinforcing Steve Neal’s theory. Medium close ups and close ups were constantly used throughout the video so that the audience recognised the characters expressions. Whenever Taylor Swift and the love interest are shown close there is always some kind of light shown which could represent that there is hope for the relationship.What ideologies are encoded in the music video? What does the genre seem to say about what it is like to live inthe world?Taylor Swift uses stereotypical conventions which would appeal to her target audience and follows Steve Neal’stheory as a result of this. As a Taylor Swift fan I have seen most of Taylors music videos and know that her musicvideos follow a similar pattern with the love interest in the narrative. The music video gives the idea on howfocused we are on relationships and how things can either go right or wrong. Taylor Swift’s genre is pop/country.
  3. 3. Genre elements Conventions presented in I gotta’ feeling’- Flo-RidaCharacters – Flo Rida appeals to teenage audiences. He is made to look powerful and dominantrepresentations, in his videos which is a stereotypical look for artists such as himself to want tostereotypes, behaviour, appear like. He uses typical conventions to which his genre is associated with whichbody language, specific reinforces Neal’s theory as most artists do this.actors/starsNarrative events –how is Flo-Rida’s music video begins with him flying off to the airport and arriving atthe narrative ordered and specific places giving it a narrative feel however it then changes to abstract as itstructured? shows him in different country’s having fun doing a variety of things. Home footage is also shown.Iconography – props, In one of the clips we see Flo-Rida having an interview wearing a gold chain. Thesymbolic codes gold chain represents bling and is a stereotypical piece of jewellery that a pop/rap singer would have appealing to Neal theory. An ipad is also used in a clever way by him placing it over his face and moving it across to show various shots of himself, I’ve never seen this be done before and so rejects Neal’s theory as a non stereotypical convention. Flo-rida seems to be in a robe at one point in what looks like a nice hotel room, this is another example of how rich he is. The different shots of cars are a representation of Steve Neal’s theory of repetition as it is a common prop used in this particular genre. Flo-Rida is wearing sunglasses a lot in his video giving him a mysterious edge but also being a stereotypical convention of the rap genre. Surprisingly their was hardly any females in the music video but when their was they were wearing little clothing which is common for the genre he is aimed at.Setting- mise en scene Flo-Rida is shown at a concert in parts of the video- which angle? He is shown in different parts of the world next to well known buildings such as Eiffel Tower in Paris. This shows how rich he is as he is able to do this and the lifestyle that he has. A variety of shots are shown in the music video for example when Flo-Rida goes surfing, driving a car/motorbike, partying, gym, running. These have all been specifically chosen as they would appeal to Flo-Rida’s audience. Gym and running represents Flo-Rida maintaining his body, keeping fit with a good body whilst the car for males as it is a stereotype for males to have nice cars. Surfing has been chosen to make Flo-Rida look more down to earth as at one point he falls off and is laughing, this would appeal to his audience. Aswell as being shown in the gym Flo-Rida is also shown boxing giving him a stereotype and making him look powerful through strength.Technical and audio The handheld camera towards the end of the video gives the ‘home footage’ effect.codes – camera use, This effect gives the audience a glimpse of what his lifestyles like. It also makes theediting, lighting, audience feel like they know him more on a personal level as they are seeing himdiegetic/non diegetic hanging out with his friends being ‘normal’.sound, sfx Flo-Rida is also shown singing to the screen matching the lyrics. This will look like he is singing to the individual watching the video personally capturing their attention. At the end of the video a montage of different pictures of Flo-Rida having a good time is shown and as the montage zooms out you see it is made out of Flo-Ridas face which then dissolves into his real face with the music video ending. The variety of clips shown differed from fast and slow pacedin order to keep up with the speed of the song, there are also a lot of quick cuts.What ideologies are encoded in the music video? What does the genre seem to say about what it is like to live inthe world?
  4. 4. Flo-Ridas music video follows a common narrative with stereotypical conventions used. The message he is tryingto portray is all about having fun and the lifestyle most of us wish to have. This also contrasts into the actuallyrics of the song ‘I Gotta Feelin’.

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