2. What is genre:
• Ideas of how genres develop/evolve
in relation to the music video and
products and how the institutions
use genre to target to audience
Genre
performance based genre music
video which is the most common
type which features the artist singing
and dancing to the audience.
Gow (1992) suggests that "the
predominance of performance indicates
that music video defines itself chiefly by
images of artists singing and playing
songs".
Genre of my music video is pop
highlighting the happiness and
enjoyment that the artist gives
to the viewer through the
performance
The mise-en-scene in the video clearly
highlights this genre of music through
the costumes, styling of the artist and
props which I have used. These all
associate to the pop genre of pop and fit
into the typical conventions of a pop
genre music video.
"Performance oriented visuals cue viewers
that the recording of the music is the most
significant element”.
Goodwin’s theory is followed as the music video
demonstrates the genre characteristics of a pop
video, there is a relationship between the lyrics
and the visuals of the song which allows the
audience to follow the video and understand
what is happening. This theory is clearly shown
through the strong performance based video. I
also believe that I follow Goodwin’s theory
through the frequent reference to notion of
looking and particularly voyeuristic treatment of
the female body
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3. What is narrative:
• Basic and familiar narrative
theories
• Looking at narratives behind
the ideologies that are apparent
within the text
• Ideas about juxtaposition of
elements are useful in helping
to explain how design work and
layout in print products creates
a logical ‘story’ for the reader Narrative
I am aiming to create a performance based
video where I will have my artist dancing and
singing in front of the camera. I will be using
a linear narrative is the most simple and
commonly used narrative structure
It refers to a story that is told in the order in which
the events happen – from beginning to end. These
are sometimes referred to a ‘cause and effect’
narratives as the consequences of one event have
an effect on something else and things move along
in this linear fashion I believe that this will link in
well to the lyrics and will make the audience listen
to the lyrics to realise what’s happening.
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4. What is representation:
• Theories about representation of
gender, age, ethnicity, regional
identity etc
• Evaluate how their product has
mediated certain representations
about social groups/artists/characters.
• Evaluate how certain subcultures
have been represented within the
product.
Representation
Saussure - Theme of brightness and colour
implied through the locations and clothing. These
symbolic signs imply the progression of the artist
where she is going from inside her house to
outside in the much brighter world where she
seems happy and cheerful.
Costumes and makeup - identity and feminity.
The artist is represented as the typical
whore character that Mulvey explains.
Close up shots focusing on the female
artists face and body implying her to be this
sexually presented female character.
The direct address that the artist is giving
to the audience through the close up shots
clearly displays the typical representation
of female drawing back to being this
“whore” character. When the audience are
watching they are encouraged to be
voyeuristic which is made easy for them
because the shots and main focus being on
the female artist.
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The close up shos of her
reinforce the makeup and
styling - heavy mascara, pink
lip gloss and her hair. It is
clear for th audience to
recognise these female traits
that the artist is showing
through the way she is
presenting herself. The
overall look of the music video
is typical to a pop genre music
video, and the bright colourful
locations would be very
suitable to the target
audience. From an audience
point of view this genre that
is being shown is very clear
through the artist as well as
the close up shots referencing
to the sparklers.
5. What is audience:
• How the audience is represented
• How the product can be applied to audience
effects / reception / pleasures theories
• How the product is a reflection of ideas
about changing audience consumption
habits
• How the audience for the text was
constructed and researched.
Audience
Andrew Goodwin - meaning is embedded
into the music video through codes and
conventions and the main 5 aspects which
have to be considered for a successful music
video.
Complex meaning is given to the audience
through this noticeable link between the
visuals and the lyrics of the song. The video
cut at specific points and matched with
lyrics giving rhe audience a meaningful
message of what is happening.
Saussure - within a media text there
are many signs which communicate
meaning. Suggests that no object is
without a meaning. Depending on who
is watching the music video it would be
interpreted differently due to their
individual experiences making the signs
in the video polysemic.
The constant close up and mid shots of
the artist link to another part of
goodwins theory of star power. The
attention I continuously on the artist
suggesting her power. There is an
extreme close up shot a the end where
this shows all the attention on the artist
and the audience are listening and
looking very closely at what she is doing.
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6. What is media language:
• the specific medium and how the language of the
medium has been used to create meaning for the
audience.
• The meanings generally are a synoptic round up of
other options covered (genre, narrative/stories,
representations)
• Include terminology about how signs work in the
media.
Media
Language
Media language refers to the meaning making
process of media texts and like language itself
is a social construct that has been learnt. This
is the way that the producers are able to
communicate with their audience and it is
important that they are able to construct the
product well in order to achieve this meaning
for the audience to understand.
Throughout the media everything has a
meaning weather this is symbolic, ideological
or structural. in terms of media language I
will highlight the various interpretations
which are suggested through the music video
and the meanings that they have
Andrew Goodwin - meaning is embedded
into the music video through codes and
conventions and the main 5 aspects which
have to be considered for a successful
music video.
complex meaning is given to the audience
through this noticeable link between the
visuals and the lyrics of the song. The
video cut at specific points and matched
with lyrics giving rhe audience a
meaningful message of what is happening.
The constant close up and mid shots of the
artist link to another part of goodwins
theory of star power. The attention I
continuously on the artist suggesting her
power. There is an extreme close up shot a
the end where this shows all the attention
on the artist and the audience are
listening and looking very closely at what
she is doing.
Laura Mulvey - media texts
portray objectified messages
regarding women as particularly
noticeable.
Two types of women; the fetishized
Madonna and the voyeuristic
whore.
Close up shots support Laura
Mulvey focusing on the female
artists face and body implying her
to be this sexually presented
female character (whore that she
explains).
The direct address that the artist
is giving to the audience through
the close up shots clearly displays
the typical representation of
female drawing back to being this
“whore” character. When the
audience are watching they are
encouraged to be voyeuristic which
is made easy for them because the
shots and main focus being on the
female artist.
Saussure - within a media text there are many signs which communicate
meaning. Suggests that no object is without a meaning. Depending on who is
watching the music video it would be interpreted differently due to their
individual experiences making the signs in the video polysemic.
Theme of brightness and colour implied through the locations and clothing.
These symbolic signs imply the progression of the artist where she is going
from inside her house to outside in the much brighter world where she seems
happy and cheerful.
Costumes and makeup - identity and feminity.
The close up shos of her reinforce the makeup and styling - heavy mascara,
pink lip gloss and her hair. It is clear for th audience to recognise these female
traits that the artist is showing through the way she is presenting herself. The
overall look of the music video is typical to a pop genre music video, and the
bright colourful locations would be very suitable to the target audience. From
an audience point of view this genre that is being shown is very clear through
the artist as well as the close up shots referencing to the sparklers.
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