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1. Component 1
You will be completing a full
AS Level paper for your
final examination.
• It will be 1 hr 45 mins
• The paper will include
both sections.
• Section A is based on
Media Language and
Representation.
• Section B is based on
Media Industry and
Audience.
The focus of your Exam
will be based on the
media forms that we
have studied so far.
The media forms you
have studied:
• Advertising and
marketing (including
film poster)
• Film promotion
• Music video
End of Year Exam (May)

2. Section A and B
Set Text Section A Section B
Tide Yes Yes (only audience)
Water Aid Yes Yes (only audience)
Kiss of the Vampire Yes No
Straight Outta Compton No Yes (only media industry)
I, Daniel Blake No Yes (only media industry)
Dizzee Rascal Yes No
Beyonce Yes No
Vance Joy Yes No
You will not be told what set text will be selected for the exam but you are
allowed to know what set text fall into what section to help guide your
revision.
Important
information
• You will not
have access of
the set text in
the exam
Section A = 75 minutes
• Media Language spend 25 mins
inc. viewing or studying unseen
text.
• Representation spend 50 mins
inc. studying unseen text.
Section A = 30
minutes
• Media industry
spend 20 mins.
• Audience spend 10
mins
Marks
ML = 10
R = 25
MI = 15
A = 10

3. Music Video
Media Language

4. Aim
Media Language and
representation
• The purpose of music videos
• Types of music videos
• Generic conventions [using
Goodwin’s theory]
• Postmodernism and music
video [peer feedback]
• Looking at another music
video
Friday’s lesson
Timed Essays for a Media Language Question and peer feedback
Music video will only
fall under Section A
and consequently it
will either be a
Media Language
(with an unseen
music video) or
Representation
question.

5. What is the purpose of a
music video?
• Sell the song, and invoke a reaction so it leaves
you remembering the song
• Marketing for the purposes of exposure and
expansion of the artist's profile
• Creating a memorable visual for the song
increases its chances to sell
• To give the listener a better understanding of
the song. (If the video is narrative)
• To entertain (to show off other talents the
musician may have, for example dancing or
acting)
• To sell CDs and DVDs to viewers.

6. Types of Music Videos
There are three main types of music videos:
• Narrative based
• Performance based
• Concept based.
Based on the name alone, what do you
think each type of music video might
involve?

7. Narrative based music videos
• Narrative based music videos attempt to tell a story
that features in the lyrics or that is suggested in the
lyrics and then dramatized in the video itself.
• Narrative based music videos often establish a clear
relationship between the lyrics and the visuals of the
song.
• Either the actors are acting according to the story
or the music artists are performing. Narrative based
music videos might include performance of the actors
or the musicians, but they focus mainly on the
narrative.
• Narrative based music videos require the viewer to
understand the lyrics of the song clearly and these
types of music videos are easily understood and
enjoyed by the audience.
Explore the use of Todorov's theory in Narrative based music videos.
Can you spot the different stages such as equilibrium, distribution, the
recognition, repair and new equilibrium?

8. Performance based music videos
• Performance based music videos are only, or mostly, the
artist/band performing their song.
• These include dancing, lip syncing, live concerts or musicians
playing music instruments.
• Performance based music videos mostly build a relationship
with the audience to show off the star identity.
• These videos don’t have any specific message for the
audience or there is no concept or idea behind the song or
the video.
• There is no connection between the lyrics of the song, as we
can just see well dressed artists performing on their song.
• These types of videos mostly include close up shots of the
artist and the artist making direct eye contact with the
viewer.
• Performance based music videos are the most common among
all the three types.

9. Concept based music videos
• Concept based music videos are based on a
specific concept, idea or a theme.
• The concept can be magic, supernatural,
historical, religious, scientific or any other
idea which is based on a concept or a theme.
• Mostly concept based videos intrigue a
specific class or target audience, according to
the idea of the music video.

10. Additional Types
Concept/Artistic
Surrealist
• Surrealist music videos are very
abstract and may not have a
relation with the music itself.
• A surreal music video contains
artificial, unreal or superstitious
elements in it.
• A surrealist music video gives a
very dream-like effect to the
audience
Animation
• Animated music videos have an
animated film, or cartoons, with
the soundtrack playing in the
background.
• These videos usually don’t have
anything real to show to the
viewer, even though the song is
produced by the original artist.

11. Why is it useful to establish the type of music video?
• It helps you to analyse how the producer has used
specific media language techniques such as
camerawork, editing, sound and mise-en-scene.
• It helps you to explore the meanings and ideas created
in the text.
When might you apply this in your analysis?
• You can use it in the beginning of the paragraph to establish your knowledge of the text
• e.g. Sia’s The Greatest music video is an example of a concept based music video, this method has
been used to explore promote the theme of tolerance in particular in relation to LGBT issues. This
can be seen by title card in the opening which features the hashtag ‘weareyourchildren’ signifying…
• It is more effective when you identify the type of music video at the end of your paragraph as a
way to justify the choices made by the produce and reinforce the connotations created
• e.g. The opening shots in the music video show Maddie Ziegler portraying an emotion of misery and
sorrow. During this moment as the camera begins to zoom towards her face in a close up shot
revealing her watery eyes signifying she may be grieving. We see a crying Ziegler wiping paint
under her eyes, as if crying rainbow tears, or perhaps applying war paint for battle. The rainbow is
a symbol of gay pride and is significant with the possible meaning and narrative of the music video.
The fact that this paint may resemble tears or war paint signifies the meaning of the music, that
she may be grieving for the loss of many lives in the gay community or that she’ll keep on fighting
and will embrace her identify and maintain stamina no matter what happens. This is supported by
the fact that it is an example of a concept based music video, which looks to project a particular
theme.

12. Which category will the following video
fall under?
Music video
Sia - Elastic Heart
Coldplay - Paradise
Katy Perry - Last Friday Night
Beyoncé – Single Ladies
Taylor Swift – Wildest Dream
Sum 41 - Still Waiting
Ed Sheeran – The A Team
Eminem – Love the Way You Lie
Dizzee Rascal – Dream
Beyoncé - Formation
Vance Joy - Riptide
Kanye West - Runaway

13. Flow Chart of Analysis

14. What are the six characteristics and
features that Andrew Goodwin argues
can be found in music videos?
 Music videos include a demonstration of typical
genre characteristics [Genre conventions/
Iconography]
 Visuals match up with lyrics,
 Visuals match up with music,
 The record label which the artist is assigned to
tends to have certain demands [Star
representation]
 Frequent references to the notion of looking and
voyeurism
 Intertexuality

15. MUSIC VIDEOS MORE OFTEN
THAN NOT TEND TO INCLUDE A
DEMONSTRATION OF A
TYPICAL GENRE
CHARACTERISTICS
• Music videos will
showcase the
conventions and
stereotypes of the genre
of the song.
• For example a video of a
stage performance is
typical for a metal video,
a dance routing typical
for a boy/girl band and
bikini clad women by a
pool and flashy sports
cars in a rap video.
THERE IS A RELATIONSHIP
BETWEEN LYRICS AND
VISUALS.
The lyrics are represented with images
(either illustrative, amplifying,
contradicting)
• For Illustrative videos, the
relationship between both elements
is direct, in order for this
consolidation to present a singular
perspective for the viewer.
• For Amplification videos, the visuals
will take elements from the lyrics in
the translation, yet will extend
further and develop other clear
elements that will produce wider
concepts that were not merely
present in the lyrics
• For Disjuncture videos, the visuals
will totally abandon the lyrical
content and provide it’s own
perspective that is clearly separate.
This juxtaposition of oxymoronic
elements will create a sense of
intrigue within the minds of the
audience.

16. Your task: In what
ways does the
visuals match the
lyrics during the
chorus?
Lyrics and Visuals
One of the key elements of a music video is the link
between the lyrics and the visuals.
• Themes, mise-en-scene and events of the video match with
lyrics of the song, to help to portray the message of the song.

17. LINK BETWEEN MUSIC AND
VISUALS
• Similar to the previous
principle, this essentially
means that the visuals of the
video are fitting for the type
of music.
• the tempo and the rhythm of
music will directly influence
the pacing of the editing and
the sturdiness of the shot
itself.
• For example, for a heavy
metal song one would expect
it to be a dark, fast-paced
video to meet the rhythm of
the song. If the video were
instead much slower and
upbeat, this would form a
contradictory relationship.
DEMANDS OF THE RECORD
LABEL
• This principle entails the star
image of the artist, and how
the record label wants the
artist to become their selling
point so they use music videos
to establish that appeal.
• Furthermore, close-ups of this
artist and direct address will
develop a key level of intimacy
between the artist, the lyrics,
the music and the audience.
Also, many montages of close-
ups will develop a clear image
in the eye of the audience as
to what the artist looks like.

18. THE NOTION OF LOOKING
• This refers to when the
camera portrays men or
women seductively, or if the
artist makes eye contact with
the camera. It can also involve
how characters in the video
look at each other/the artist,
as all of this can affect the
relationship between the
viewer and the video.
• Music videos will accentuate
the notion of male
observation through
visualisation the female
subject from the point of view
of mirrors, television screens,
binoculars, telescopes.
INTERTEXTUAL REFERENCES
• This is referring to
when a video will
reference other pieces
of media, be it film,
television or other
music videos.
• An audience will
develop a key feeling of
pleasure through the
observation of
intertextual references
throughout music
videos.

19. Peer
Feedback
You are going to look at
your partner’s blog and
provide a WWW and EBI
comment for their
homework.
Exemplar 1
The use of intertextual references to many
popular action films, such as The Hunger
Game or Kill Bill, is effective as they make
the audience recognised the institutional
values much easier. Therefore, her
audience is able to understand that Taylor
has ‘evolved’. She is full of action and ready
to face any danger.
Exemplar 2
The repeated use of fast pans and tracking
shot symbolises how young and lively. Also
they are always on the move and this
mirrors the music genre, because rock
there is a lot of instrumentation and often
has a fast rhythm. Furthermore the editing
is cut to match the rhythm of the music
especially during the chorus to make it
more memorable
Has your partner done the following:
• Discussed the connotations
created before or after linking the
music video to Goodwin's theory
• Provided specific evidence from
the text
• Identified the media language
technique used
• Attempted to link the connotations
and points to additional theory

20. Postmodernism and music
video
• Log onto SMH and complete the Postmodern
Style Recap Quiz

21. To what extent is it a postmodern music
video?
Mandatory music video:
Eminem - Without Me
Additional ones:
• Jay-Z – Moonlight
• Little Mix - Black
Magic
• Young Thug - Wyclef
Jean
• Blink 182 - All the
Small Thing
Your task was to analyse 2 music video and identify the
postmodern elements.

22. Eminem – Without Me
Evidence!
Evidence!
Evidence!
Parody
Self
reflexivity
Fragmented
and multiple
narrative
You need to specify the examples used
The music video includes parodies of Batman Comic, ER, The Real World.
The purpose of parodies is to mock and criticise, so what exactly is the text
mocking?

23. Postmodern Elements
Jay-Z – Moonlight
• Nostalgia
• Pastiche
• Parody
• Self-reflexivity
Little Mix - Black Magic
• Intertextual
reference
• Nostalgia
• Voyeurism

24. Postmodern Elements
Young Thug - Wyclef Jean
• Self-reflexivity
• Parody
• Juxtaposition
Blink 182 - All the Small Thing
• Parody
• Playfulness
• Voyeurism

25. Peer Feedback
You are going to look at your partner’s blog and
provide a WWW and EBI comment for their
homework.
Has your partner done the following:
• Discussed the connotations created before or after linking the music video
to its postmodern elements
• Provided specific evidence from the text
• Identified the media language technique used
• Attempted to link the connotations and points to additional theory