The candidate discusses how they constructed meaning in their music video coursework production through the use of media language. They explain how they used conventions like illustrating the relationship between lyrics and visuals, employing close-ups of the artist as demanded by record labels, and establishing the mise-en-scene through mid shots and long shots. The candidate also discusses applying Carol Vernallis' four concepts of how music videos construct meaning - narrative, editing, camera movements/framing, and sound - through a love story narrative, frequent cuts between shots under 5 seconds, and a close-up of the artist singing followed by a mid shot of them walking.

1. Candidate 1
Explain how meaning is constructed by the use of media language in one of your
coursework productions (June 2012)
Every medium has its own “Language”, for example, film has a different language to that
of music videos, as suggested by Carol Vernallis, who described the 4 key concepts that
all relate to the way the Music Video is constructed. The meaning and message of our
Opening Sequence was constructed using a variety of Media Language, from Editing, and
Sound to Misé en scene and Camerawork.
One of the key meanings we attempted to convey in our Opening Sequence, was that our
protagonist was a sexual character, however, as Bonus-Umberto Eco argues, texts can
have open meanings, leaving room for ambiguity. We apply this, as although we imply
our protagonist is sexual, and sexually active, we never confirm by including condoms or
birth control in the misé en scene. This was mainly presented through our use of misé en
scene, particularly our character's costume. Her outfit was comprised primarily of skimpy
clothing items, such as a black bodycon skirt and low-cut, white top with a tiger on the
front. Her hot pink bra, a colour traditionally associated with lust and attraction, was on
show for the audience throughout the course of the two minutes, presenting her as a sexy.
She was wearing leopard-print and red stiletto heels which convey confidence and sex
appeal, re-emphasised by her short skirt, highlighting her legs
Laura Mulvey's “Gaze” theory is applicable because, through using the misé en scene of
Media Language, the audience, particularly the males, are directed to treat this female
protagonist as a sexual creature, through the attention paid to the erogenous zones on her
body e.g. Her legs and breasts.
Other piece of misé en scene were used to convey the same meaning. The make-up items,
such as the mascara “Thick and Fast” and the moisturiser “Glow Job”, all use sexual
innuendo in their titles to reaffirm this idea of that protagonist as a sexual creature. We
had initially wanted to use the background song of “Maneater” by Nelly Furtado, which
would re-enhance this idea of a cougar-like, sexual predator, already introduced through
our use of leopard-print on the stiletto heals and tiger on her shirt. However, we were not
allowed to due to copyright, unfortunately.
The camerawork was also handy in conveying this meaning. During the mirror shots
when the protagonist is applying make-up, we used an extra close-up to zoom-in on her
lips, which were painted red, a colour which is related to sexual attraction and
promiscuity. Her eyes are also highlighted through the use of a close-up while the
character is applying mascara. We also used a medium shot of her bare legs in a towel,
and extra close-up, level shot of her feet stepping into her stiletto's, highlighting the item
and its sexual connotations.
The idea of the character as ultra-feminine was presented using the Media Language of
Sound, Editing and Misé en scene. Charles Sanders Peirce stated “We think only in
Comment [JF1]: Good strong
opening which clearly identifies
which production you are going on
to study + offers an accurate
account of Vernallis’ theory of
language
Comment [JF2]: You have done
well to provide an account of Eco’s
theory and appropriately apply it to
your production. Equally, you have
done well to provide a key moment
from your text.
Comment [JF3]: If and what
specific film techniques did you use
to communicate to audiences the
sexual prowess of your female
character? Also were possible, try
to show your understanding of
editing and camera movements.
Comment [JF4]: You have not
made it clear what film language
you used.
Comment [JF5]: Be careful to stay
on task. In any discussion about
language you should be using
appropriate terms like connotation,
signification, signifiers and the
construction of meaning
Comment [JF6]: No such
technique as extra close up. Again,
you can only achieve a high B or A
grade if you use appropriate media
language. I suggest that you revert
back to your notes from year 12
and/or use the G322 TV drama
...
Comment [JF7]: Try to talk in
terms of what meanings were
constructed / interpreted by
audiences

2. signs”, and we signal the ultra-femininity of our protagonist through the background
music. The two tracks, “Yearbook Long” and “Clear” are upbeat, peppy, and
conventional of Romantic-Comedies, making them quite feminine as they are associated
with being used in films that target females primarily as their audience.
We used a variety of quick-cuts in the Opening Sequence to add a smooth, fluidity to the
camera shots, and ordered the shots of the make-up and set (e.g. Pink wallpaper, duvet
and pillows, and magazines) together, to highlight the feminine feel of the Opening
Sequence and protagonist’s environment, which subsequently reflects her character. We
also used a bright-effect on the footage so that a peppy, cheerful and feminine feel was
re-emphasised.
The predominantly pink misé en scene also highlights the feminine aspect of the
protagonist’s character, as pink is a colour traditionally associated with girls.
Comment [JF8]: What signs did
you construct for your audiences
and how did you wish for these
signs to be interpreted?
Comment [JF9]: What specific
quick cuts? + which specific
camera movements or framing of
shots?
Comment [JF10]: Missed
opportunity to reference Barthes
and Fiske idea of films trading in
connotation and ideological
meanings.
Comment [JF11]: A good solid
first attempt worthy of a solid B. Go
onto apply Barthes theory of
denotation.
What about using the language of
those generic conventions which
are typical of your genre, typical of
the opening of a film, including
titling.
Try to apply the language of
representation and/or narrative
structure
Comment [JF12]: Try to increase
your use of terms like connotation,
signifier and signification

3. meaning is constructed by the use of media language is one your coursework
productions
Candidate 2
Media Language means the way that meaning is made, using the conventions of the
particular medium (film or music video) and type of media product (horror film or pop
music video). It is about considering how media texts communicate
There is a language of pop music video and I created mine using the codes and
conventions that I found from real pop videos. One of the meanings I created was
having a relationship between the lyrics and the visuals in an illustrative way. This is
shown in my music video when my artist sings, “I like it here, So much space, Open free
where I wanna be”. The visual is her in a park where there is so much room and space
her, this links well with the lyrics. Therefore, it shows that the actions within the music
video match perfectly with the lyrics but its subtler and less noticeable compare to
amplifying music videos that I have looked at.
Andrew Goodwin also feels that language in music videos is that artist needs to sell
themselves towards their audience. This could be done through the demand of the
record label. I used this meaning by doing what the record label demands which is using
close ups instead of extreme mid shots. I found that in all pop music videos, a heavy
emphasis is placed on the main artist. What we did was use many close ups as possible
throughout our music video to show that she is the lead singer.
Another meaning I used in my music video was have near equal amounts of other key
shots like mid shots and long shots to establish the mise-en-scene in the frame. I wanted
to show the audience the way my artist dressed by making her look smart and elegant.
Using shots like mid shots and long shots helped represent my artist as sophisticated by
of all the different costumes used she always looked mature and these costumes also
stopped her looking as the opposite of how we wanted to represent her which is as a
sex symbol.
Furthermore, according to Carol Vernallis' theory which centres around 4 key concepts
that all relate to the way the music video is constructed (how it creates meaning). These
concepts being narrative, editing, camera Movement & framing and sound. I used the
narrative meaning by having a love story between the artist and someone else. Such as
when they were walking in the park in a long shot. For the editing meaning, I did use this
by the majority of clips being 5 seconds of shorter to speed up the rate of editing. This is
because a convention I found was that all pop videos had frequent cuts in between to
show the artist in a new shot. In my music video this is shown when there my artist is in
a a close up singing towards the camera, then in the next shot walking in a mid shot
singing.
Comment [JF13]: A good first
attempt- mid B performance.
Please see comments below as to
how you can now push on. The key
thing is to provide key moments
taken from your production and
apply available theory where
possible. A few more name drops
and application of theory should set
you on course to secure an a very
good grade.
Comment [JF14]: as coined by
Andrew Goodwin…
Comment [JF15]: Good name
drop
Comment [JF16]: Well done –
continue to support claims with
examples taken from one of your
productions
Comment [JF17]: Did you employ
any specific narrative structure
and/or format to help make your
music video more meaningful?
Comment [JF18]: This would be
an ideal moment to make reference
to Barthes idea that processes of
...
Comment [JF19]: •According to
philosopher Charles Sanders
Peirce (1931), “we think only in
...
Comment [JF20]: Theory both
suitably described and applied to
your production.
Comment [JF21]: To what extent
could some claim that you used the
language associated with what
...
Comment [JF22]: What about the
use of other processes of
signification like lighting, actor’s
...