2. LQ: How do I apply the theories
of Media Language to my Music
video
Lesson Aims
◼To look at a variety of different approaches to media
language, and decide which ones are useful for my own
work
◼To look at how I might apply theories of media
language
3. What is Media Language?
Media Language means how camera work, editing and
mise-en-scene (and it would include sound if you
added any).
It’s the same categories as you used in AS Media to
analyse TV Drama – except there is no sound to
analyse as this is ‘given’ to you.
NB. Mise-en- scene means location, costume, props,
lighting and ‘characters’.
THERE IS A LOT OF OVERLAP WITH THE
CONVENTIONS WE DISCUSSED IN GENRE
4. Connecting theory with detailed
examples from your music video
You are going to see quotes from 3 theorists
(Goodwin, Vernallis and 1 other – David Bordwell).
You only need 2 – Goodwin and Vernallis are enough –
but it’s good to have an option
For each one:
1. Say what you think the theory/idea means in your
own words.
2. Then make reference to a specific example for
each part of the theory/idea
5. Theories about Media Language–
Goodwin
Music videos rely on repetition.
• Images are repeated in the way a song
repeats choruses or lines;
• Videos are repeatedly edited to the beat of
the song;
• Videos rely on repeated shots of the
artist/performer
Andrew Goodwin, 1992
6. Theories about Media Language –
Vernallis
The second theory:
Carol Vernallis studied editing and camerawork
closely in music videos. She observed that:
• Usual rules of ‘continuity’ editing are broken
• Edits may be really obvious to draw attention to
themselves
• Jump cuts are often used
• A master shot (base track) is frequently used to
give the video a structure
• Camera may move in time with the music
Carol Vernallis 2004
7. Other theorists about Media
Language – David Bordwell
David Bordwell argues that there is a difference
between the story given to the viewer through the
narrative and the story communicated to the audience
through the media language. For example,
camerawork can often provide us with clues to the
story that the narrative won’t reveal until later.
1. Say what you understand by Bordwell’s use of the
term “narrative”
2. Then give an example from your music video when
the camerawork might have given clues as to what will
happen later.
8. Applying learning
Using all of your notes and analysis, spend 30 minutes
answering the question:
Explain how meaning is constructed by
the use of media language in one of your
coursework productions (June 2012)
