looking at micro codes

1. Music Videos Through Time
The first video is: Bee Gees – Stayin’ Alive
The video was released in 1977 and is performance based,
common for music videosof that time. Thisis shown through
camera work, where mid and long shots dominate the video,
showing the whole group of three, while they lip sync to the
music. A pan movement is used at the start, followingthe
group as they walk
around, allowingthe
audienceto take in their
surroundings and to
create a sense of mystery
as they can’t be fully
seen, obstructed by the
buildingin front. Thiswould make them want to watch on for
it to be revealed. The shots and movements, therefore, are
not adventurousand are quite basic. Camera qualityis bad
here compared to what it is in recent years, such as the last
analysedmusic video. Thisis down to technology and there
not being better qualitycameras around. For its time,
though, it would be deemed as good.
The mise en scene of setting is based outdoors in locations
such as a house and train station. It is representative of the
lyrics, using Goodwin’stheory, as they say: ‘we’re going
nowhere’. Thisfits as the state the places are in is derelict so
the train is not functioning;they can’t go anywhere.

2. With clothing, they wear what
was trendy at the time of the
late 70s, such as tight jeans and
silver shirts. Thiswould make
them relevant to the time of
release and appealto a lot of the mainstream audience –
Blumler and Kats.
They have used minimalediting for creativity, but where it
does appearis near the
start, where it gives credits
to a ‘special guest star’.
The lack of editing would
be due to lack of
technology and editing
software. However, the
song does use editing at the ending, where a fade is put in
place to bring the video to a close, as shown below.
Sound wise, there are
no effects used, again
due to there not being
anything commonly
available.It uses
natural sounds,
meaning the vocal and
instruments so nothingwas added in post-production.
All considered, the purpose of the video was most likely for
recognition and income.

3. The second music video is: The Verve – Bitter Sweet
Symphony
This video was released 20 years later in 1997. Again, this
video is performance based as the artist lip syncs the whole
way through while walking down the street. However, it has
elements of narrative as there are still other people involved
such as the girl
shouting at him for
standing on her car.
Despite this, the story
line is unclearso it is
mainly performance.
In sound, there’s an
echo effect used towards the end of the song, when lyrics
overlap and repeat each other. Thisshows that at this point
in time, there was more creativity and development within
sound and editing.
The camera work is made simple and is used more for effect
rather than visual creativity as the character he is portraying
is careless, reflected through the point of view shot used,
before he bashes into the woman. This could be because it
began to be recognised,
that peoplecared for the
music video as well as the
song or band members so
they wanted to reflect

4. their audience’s wants and needs by putting it together in a
certain way.
The mise en scene connotes the band’salternative rock
genre identityas the colourscheme is dark, shown by the
dull lighting and black clothing he wears. In addition,the
setting promotes their genre as the street is dirty with
rubbish, engaging niche audiences as it is their aesthetic.
The editing comes into play for the colour gradient, as it
looks like it is tinted blue and desaturated. Thisagain, is
being more adventurouswith editing than the previousmusic
videos.
The third music video is: Flo Rida – Let It Roll
The concept style used here takes on the idea of ‘good
times’, also a repeated lyric in the song.
The editing in this music video shows how much music videos
have changed overtime as it uses many effects not seen
beforehand such as creative camera movements and shot
transitions. It also uses black outs to replicate strobe lighting,
as well as the pace. The editing links to Versallis’ theory of
music video editing. There is also text at the start of the song,
giving peoplerecognition
such as the director and
Flo Rida himself. There
are more intertextual
references in recent
videoslike this one, for

5. example, at the end of the song he promotes his website as
well as his album.
Another editing pointis that merge shots are used to create
the look shown to the left. Thisadds style and interest as it is
a new developmentin
editing, visible from the
editing of the other two
music videos compared to
this one.
For sound, unlikebefore, different and new sounds are used,
constructed electronically.Before, they wouldn’t have had
the means to achieve this sound effect so they had to use
instruments whereas now, there is a lot more choice and
variety. For example, withinthe video, there is a whirring
noise. Another example is where ‘let the good times roll’ is
repeated, and every time is gets less distinct and fades. At
this point it shows him falling into water, mimicking the fade
as talking against water sounds unclear, shown at 2:14.
In camera work, a lot of close
up shots of the artist rapping
are used to maintainthe
audience’sknowledge of his
identity, giving him a better
branding as he can be seen.

6. Long shots are also used to give an overview of the situation
so the artist can be seen but so can other characters,
especiallygirls, and
the sunny setting.
Jump cuts are also
popularin this music
video, showing the
people moving
quickly.
The mise en scene for the video is bright and vibrant in terms
of colour as it has the setting of the beach, relating to
summer as there are blue skies and colourful dress. The
character choice relates to Laura Mulvey’smale gaze as
attractive females
were used in the video
and are seen wearing
bikinis. Thisis for the
male advantageas it
prompts voyeurism.