This document outlines five key media concepts - audience, narrative, representation, genre, and media language - to analyze music videos. It explains that audience refers to the target demographic, genre defines the type or form, narrative is the story or plot, and representation involves how different groups are portrayed. Learners will watch Beyonce's "Irreplaceable" music video and analyze it using these concepts, then choose another video to analyze for a blog assignment.

1. Learning outcomes
1. Know the 5 key media concepts
2. Recognise them in a music video
3. Analyse them for meaning
4. Apply them to your own idea for your music
video

2. 5 key media concepts
1. Audience
2. Narrative
3. Representation
4. Genre
5. Media Language (we won’t look at ML
language today)

3. What do they mean?
AUDIENCE- the target audience are who the
product is aimed at. (Age, gender, ethnicity) How
an audience interprets meaning (in many ways)
GENRE- ‘type’ or form
NARRATIVE- story/ plot/ structure
REPRESENTATION- Again eg age, gender,
ethnicity…representation of certain ideologies/
views
Media Language- What makes it a music video?
Micro analysis.

4. Genre
Why is genre important in a music video?
Can genre be limiting?
How does the video match audience
expectations?

5. Audience
Who is the target audience?
How do the audience interpret meaning
(different audiences)

6. Narrative
• Narrative in a music video can be fragmented
• Is the narrative linear or non linear?
• Are any enigmas created?
• What devices are used eg flashbacks?

7. Representation
Who is being represented?
Are any stereotypes being used?
How is the star image presented?
What locations are used and what meaning do
they hold?

8. Watch Beyonce- Irreplaceable (2006)
Task 1: Fill in the sheet for the each key concept
(except maybe media language) BLOG

9. Album artwork: Can you apply the 5 key
concepts to the single front cover?

10. Task 2
Now choose your own video and apply the key
concepts to your analysis.
Blog your analysis for both.