2. Throughout the music video the main significance too the
genre within the music video is the usage of band members
and instruments which are props. By using a piano at the
beginning it shows that Scouting For Girls life revolves
around everyday life and also that instruments are
extremely important too them.
Ferdinand De Sassure
3. Also lots of close ups are used throughout the music video, artists use
close ups in their music videos too show their relevance too the
situation and also too highlight their importance. Close ups are usually
shown in Indie Music videos directly after they see something which
allows people too see their facial reaction via a close up camera shot.
Also in the close up shots in the music video use a shallow focus camera
effect too further emphasise the importance giving a star of the show
type image
4. Laura Mulvey- Male Gaze
Male Gaze theory is the main theory that appears in the
music video, Laura Mulvey would say that the women in
the music video is a victim of male gaze theory and also
plays up too this idea. As soon as the girl walks in everyone
turns too her in fascination, a slow motion effect is used
when showing a mid shot of the women when she walks in
which gives a kind of dreamy effect about the girl.
5. The women is seen too be sexually available and
extremely suggestive which emphasises Laura
Mulveys Male Gaze theory. The close up of the
women’s bum show too us that it is typical of a man
too focus on the women's bum and this
stereotypically shows that men see women as sex
objects.
6. Dyer’s Theory
Indie type of music video are typically known too
have a lower budget in comparison too pop music
videos and this is represented by the lack of special
effects and luxurious scenery. The stereotypes
represented in the music video show males too be
sexually motivated as he constantly pursues the
women. It also represents women as being sexually
availible, this is because in the music video the
women is persuaded into going home with a different
man instead of the one she walked in with, this
makes women look easy and typically going for men
who give them attention.
7. Jean Badruillard’s Simulacra
The hyper reality of the music video is the situation
between the man and women. This is because it is
highly unlikely that the man would be able too whisk
the women off her feet without actually speaking too
her. Another hyper reality which is unrealistic in the
music video is when the women's original boyfriend
plays bowling against the man from Scouting For
Girls too win the ‘dream’ women, in reality this
makes the women look like an object in the video by
being moved around from man too man.
8. Genre Stereotypes- Institution
Theory- ‘the constitution of film cycles and genres is a
never-ceasing process, closely tied to the capitalist need for
product differentiation’ Rick Altman (1999)
Translation-Audiences require different music videos
because the songs are always changing.
So if a new song is made then the audience typically expect
a new music video too be made which also accompanies the
song. As Scouting For Girls’ music is in the industry it is
important for them too keep on making songs and this
creates new music videos. It is important for new songs too
be released as it keeps them involved with the music
business institution and increases their band image.
9. Genre Stereotypes- Institution:Audience
Theory- ‘genres are not simply bodies of work or groups of films…Genres do
not consist only of films: they consist also…of specific systems of
expectation…which spectators bring with them to the cinema, and which
interact with film themselves during the course of the viewing process. These
systems provide spectators with means of recognition and
understanding. They help render films, and the elements within them,
intelligible and therefore explicable.’ Steve Neale (1990)
Translation- Genre is not the only the elements within the music video it is the
expectations of the audience.
This shows that in order for the music video too be successful they must feed
the audiences expectations and this will generate positive feedback within the
music industry but more importantly for the music video. Too increase
Scouting for Girls popularity the boy is shown too be down too earth and
genuine like lots of indie artists are portrayed in music videos and this makes
the artist popular because of this.
10. Genre Stereotypes- Text:
Theory-'generic visual conventions
can be productively analyzed without
assuming they are part of a
comprehensive thematic structure' –
Buscombe
Iconography is mainly used in a music
video because it provides a type of
structure for the artist too tell a
particular story that the artists wants
too be portrayed in a certain way. This
offers the audience a familiarity and
also allows the artist too be portrayed
in a certain way through their own
narrative. The main part of
iconography is the theme of a retro
bowling type area, this is used too its
advantage as it is not an expensive
overpriced location it is a genuine
location and the mise en scene is well
thought of too appear too the
audience.
11. Genre Stereotypes- Society+Culture
Theory- ‘popular forms can be partly understood as social
rituals…A ritual is a means of reaffirming certain basic
cultural values, resolving tensions and establishing a sense
of continuity between past and present’ John Cawelti (1971)
Translation- A genre is chosen due too social, cultural
reasons too society.
The video targets
12. Adorno and Horkheimer’s- Hypodermic Model
The message that is being directly injected into the
audience is too not give up and keep pursuing what
you want. Within the music video the male has his
eye on the girl throughout the music video, and in
the end he gets what he wants which is the girl, the
audience would see this too be a happy ending. The
message also injected into people is the stereotype
within music videos that the women are easy and
that men are also sexually motivated.
13. Blumler and Katz's Uses and Gratifications
The audience may access the media for the following reasons-
Diversion- The music video acts as an escape from reality into another
world which they cannot access. This is more true when it comes too
pop music videos as they seem too be much more luxury than indie
music videos.
Personal Relationships- Boys would respect the artist as he is successful
with women and some males portray to be like this and women may
find him attractive.
Personal Identity- The music video allows the artist too be portrayed as
successful with women and women orientated, the band is also called
‘Scouting For Girls’ which reinforces my theory.
Surveillance- The music video challenges out-dated culture by showing
that you do not have too be monogamous and the idea of being with
lots of different people is a modern idea shown in the music video.
14. Stewart Hall's encoding and decoding
The reading of text and how it is interpreted is shown in 3 different
ways these are:
Dominant reading- This is the reading that is what the producer wants
the audience too feel. Therefore the reading would be that the man has
overcome to other male too get the women he wants, the producer
wants us too route for the male from Scouting For Girls.
Negotiated reading- Although most of the people see the boy as happy
within the video pursuing the women, it could also represent that the
man is unhappy with his own life so he is trying too get joy from
another companion and this is why it is shown in the music video.
Opposing Reading- The audience may see the music video as
discriminatory too women as they are seen as objects. In ‘She’s so
Lovely’ she is passed from one man too another due too a victory in a
bowling match. Audiences could see this giving a bad image for both
men and women.
15. David Morley's Social and Cultural context
David Morley thought that there was a wider and
that even though not expected different classes and
cultures watch indie music video like Arctic
Monkeys. When he studied what people watch in a
survey it showed that both upper and lower classes
watch the same types of programmes on TV similar
to music videos. The theory is based on upper class
people being brought back too reality and allows
them too experience different environments without
having too experience it themselves in real life.
16. Todorov's Narrative Theory
The music video I analysed follows Todorov’s theory throughout. The
equilibrium at the beginning is when they are bowling and it cross cuts
too him playing the piano, everything seems happy however you feel as
if this is not going too last for one reason, or another. Furthermore the
Disruption which complies too Todorov’s theory, the women who he
spots when she walks into the bowling alley causes disruption when a
close up of the mans face shows you can see he is completely fascinated
by her aura. The Realization within the story is that the women is
spotted with a boyfriend and this causes problems for the lead
character as he wants too pursue her. There is lots of close ups shown of
the women on her own and she seems isolated so the lead character
sees a chance too speak too her. There is then restored order as they try
too resolve the problem by playing a bowling match for the girl which is
extremely unrealistic but not unusual in music videos. Finally there is
equilibrium at the end when he gains the women that he is pursuing
and she leaves with him at the end.
17. Propp's character types
There is usually typical types of character types which
Propp says complies too most music videos, however
there is a limited amount of Propp’s character type in
Arctic Monkeys’ video. There is a villain which is the
man who is stopping the main character from persuing
his girlfriend. Furthermore the Princess within the
music video is the women who is being pursued by the
main character. We can see that she is seen too be a
princess to most people in the music video, lots of
close ups and slow motion shots show she is good
looking and when you look at her it gives a dreamy
effect.
18. Levi Strauss' Binary Opposites
Within all genres of music videos you usually see
binary opposites which are typical stereotypes- Good
Vs Evil, Old Vs Young however in this Arctic
Monkeys video there is not binary opposites shown.
19. Barthe's Narrative Codes
Within this music video the narrative is quite clear
too viewers watching it. Symbolically the main way
the producer tries too create tension and deeper
meaning is the way that the Lead singer is totally
lovestruck by the women and this is shown
throughout the music video. Symbolically it makes
you question what is going too happen by the end of
the music video with the situation between both the
man and the women.
