1. Controlled Assessment
LO: To write the draft version of your
essay based on the representation of
females in contemporary music video.
2. Requirements
No more than 850 Words
Use technical terms e.g. long shot, high angle,
transitions, connotation, stereotype,
representation
Explain how the music video reinforces or
subverts gender stereotypes
Show how the music video creates connotations
and how these might appeal to the audience
3. Stereotypes
• How are women represented in the music video?
• Does this reflect the world we live in?
• How does the advert reinforce or subvert female
stereotypes?
• What thoughts might a woman/male have watching
this music video?
LO – What information needs to be included in a
representation essay?
4. Music Video Conventions
• The artist is shown performing
• The lyrics of the song influence what is shown in
the video (Mise en Scene)
• The pace of editing fits the pace of the music
(beat matching)
• The codes of dress reflect the mood of the song
• Lip Syncing
5. Pop Video Conventions
• Bright and colourful
• Close ups – show happiness
• Extreme close ups
• Very upbeat
6. Types of music videos
• Performance
– Mainly focus on the artist or band playing the
music
– No narrative
– Wide variety of camera angles which are regularly
repeated
7. Types of music videos
• Narrative
– Follows a clear story line that reflects the song
lyrics
– Performer may be involved in the story, may also
be kept separate
LO – What information needs to be included in a
representation essay?
8. Types of music videos
• Concept
–Based around a central idea
–Often concentrate on specific editing
techniques
–Look unusual
9. Andrew Goodwin’s Theory
• The purpose of a music video is to allow the
artist to promote themselves and advertise
and market their music in a visual style.
• This is achieved in the genre the artist uses
such as; rock, pop, rap, indie etc.
10. Andrew Goodwin’s Theory
• In his music video theory he identifies certain
characteristics that are present in the making of a
successful music video.
• He divided these successful characteristics into the
following:
– Star Image
– Intertextuality
– Sound and Vision
– Notions of Looking
– Genre
11. Andrew Goodwin’s Theory
• Star Image:
– A lot of musicians use their videos as a way of
promoting themselves. Lots of close up shots of
them are used.
– An example of this is Jessie J in her music video for
Price Tag.
12. Andrew Goodwin’s Theory
Intertextuality:
• This is when a music video
references another text, often other
music videos. Other things can also
be referenced such as films,
literature or T.V.
13. Andrew Goodwin’s Theory
Sound and vision:
–This is where there is clear relationship
between lyrics and video. When a clear
correlation can be drawn between the
visuals and the sound.
–Within this there are four subcategories. All
of which play an important role in making
the music video what it is.
14. Andrew Goodwin’s Theory
• Disjuncture: The video and the lyrics have
no correlation to each other
• Contradict: The visuals of the video contradict with the
song lyrics
• Illustrate: The visuals have some literal representation
of the songs lyrics
• Amplify: Repetition of the key meaning to manipulate
an audience. The visuals may be exaggerated.
15. Andrew Goodwin’s Theory
Notions of looking
– ‘Voyeurism’ is when the viewer is watching the
video/ performer for personal pleasure. This is
often the case with female pop stars who perform
sexual dance routines to cater to a wider
audience.
– Other element of this is when the music video
contains things such as mirrors, tv screens,
cameras etc. These all reinforce the idea of
watching and looking.
16. Andrew Goodwin’s Theory
Genre:
– Music videos should demonstrate genre
characteristics and should be relevant to the genre
of the song. For example for heavy rock music
there’s usually more darker and gothic looking
visuals.
BLP: Reasoning
17. Richard Dyers Star Theory
• A star is an image not a real
person that is constructed out of
a range of materials
– E.g. advertising, magazines,
interviews, etc
• What ‘persona’ (image) does
Beyonce have?
18. Laura Mulvey
• The Male Gaze - 1975
• ‘No matter what your gender or sexuality,
everyone reads media texts from a males
perspective.’
19. Laura Mulvey
Thought of in three ways:
• How men see women
• How women see women
• How women see themselves
20. Laura Mulvey
• Reduces women to status of an object.
• The female viewer experiences the narrative
second hand.
• Features
– Camera lingers on the curves of a female body.
– Events occur that present women in the context of
a man’s reaction.
21. Essay Structure
What the essay is about?
• Description of first video (what conventions are
followed/what type of music video is it?)
• Description of second video (what conventions are
followed/what type of music video is it?)
Analyse the opening scene of each vide with reference to
the representation of gender. Discuss how stereotypes
are challenged/followed and use media language
