A2 media, music video theories

1. 3 MainTheorists:
 AndrewGoodwin
 RolandBarthes
 VladmirPropps

2. Andrew Goodwin
 5 mainaspectsof a musicvideothatthe audience lookfor:
 ThoughtBeats- seeingthe sound
 Narrative&Performance
 The star images- starfocus
 Technical aspectsof the musicvideo- stylisticconventions
 Relationof visualstosong

3. ThoughtBeats
 Structure of song- chorus,verses
 Listentovoice of song- artistsownvoice isthe identificationwhichworkswiththe artist
image.The voice isthe linktothe song.Seeingthe signingvoice asthe instrumentallowsthe
audience tomake associations.Thismatchessoundandallowsthe semanticsand
connotationstobe made.
 Mode of artist- tell story-artististhe storytellerallowingacommunicationdevice totell the
audience the storyandlistentothe artist.

4. Narrative & Performance
 Songsdon’talwaysgive the narrative leavingthe audience withquestions.Therefore,you
watch the videotounderstand the songmeaningthatall shouldignore the common
narrative.Thisisthe role of advertising- the narrative andperformanceworktomake it
visuallyinteresting.The actingisthe keypartas the narrative getstoldthroughas well as
usinglipsyncingto challenge this.

5. Star Image
 Meta narrative used- the storydescribesthe developmentof the starovertime
 Thisleavesitat whatpart doesthe star playandthe emotionstheyportray.

6. Technical Aspects
 Thisholdsthe videotogetherthroughtechniquessuchascamera, speed,mood,colour-
whichhighlightsthe momentinthe song.The settingisrealistic.
 Thiscuts to fitwiththe rhythmand beatin a musicvideotochange the scenesinthe
supposednarrative.Thisattractsthe audience providingentertainment.

7. Relationstovisuals
 To promote the songaspectsthrough:
 Illustrate- the mostcommonmusicvideousedtosetimagestoillustratethe meaningof
lyricsand genre
 Amplify- showsthingsthatconstantlyshow meaningandeffectsmanipulated
 Disjuncture- the meaningof the songisignored- thisismostlythroughthe conceptidea
whichisan artisticfunction.

8. Roland Barthes
 Textsmaybe openor closed interpretations.These are narrowedactionof textwith5codes
whichare includedinthe narrative
 Hermeneutic code
 Enigma/ proairetic code
 Symbolic code
 Culture code
 Semantic code

9. Hermeneuticcode
 The voice of truthfrom the narrative whichavoidsthe truthandfacts whichdropsclues
leavingmysteryandinteresttothe audience.
Enigma/proaireticcode
 The empirical voice tothe audience leavesacliff hangerbuildingtensionandleavingthem
guessingwhatsnexttothe narrative of lyrics.
Semanticcode
 The voice of the personas the lyricssuggestshowsconnotationsandmeaningtoa story.
Thisis symbolisedthroughthe voice
Symboliccode
 The widerlevel of semanticmeaningwhichisdeeper.Incontrastthere are new meanings
whichoppose andconflictideas
Cultural code
 The voice of science- the audience gainsawidercultural knowledge,moralityandideology.
Thisrelatesthe audience tothe videotomake themrealisticandinteresting.

10. Vladimir Propps
 8 mainnarrative style typeswhichare spheresof action
 Villain-fightsherointhe way
 Dispatcher- makesvillainknownandsendsthe heroaway
 Magical helper- helpsheroonthe quest
 Princess- heroadoresher
 Fatherof the princess- givesataskto the hero.
 Hero reactsto the donor
 False herotakescreditfromthe heroes’actionstotry and getthe princessfor
himself
The fatherand princessaren’teasilyidentified