GET AHEAD AT A2!Music Video Theory Introduction

An introduction to the key media concepts

AIMS

To introduce the key media concepts. To apply the concepts to a music video of your choice.

Evidence must be recorded onto blog

ANDREW GOODWIN’S 6 FEATURES OF MUSIC VIDEOS

In His Book Dancing in the Distraction Factory Andrew Goodwin points out characteristics and features that can be found in music videos. Looking at a selection of music videos which can be recognised?

1. Music videos demonstrate genre characteristics. (e.g. stage performance in metal videos, dance routine for boy/girl band, aspiration in Hip Hop).

2. There is a relationship between lyrics and visuals. The lyrics are represented with images.(either illustrative, amplifying, contradicting).

3. There is a relationship between music and visuals. The tone and atmosphere of the visual reflects that of the music.(either illustrative, amplifying, contradicting).

4. The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).

5. There is frequently reference to notion of looking (screens within screens, mirrors, stages, etc) and particularly voyeuristic treatment of the female body.

6. There are often intertextual reference (to films, tv programmes, other music videos etc).

From Andrew Goodwin, DANCING IN THE DISTRACTION FACTORY, 1992.

GENRE

Why is genre important in music video? Can genre limiting? How does video match audience expectations? Meat

shots for example Intertextuality Steve Neale

‘Genres are instances of repetition and difference’

AUDIENCE

Who is the target audience for the video? Use and Gratifications

People choose texts for a certain purpose (diversion, personal relationships, personal identity and surveillance)

How does a video appeal to an audience?

What messages and values are can be understood in the video?

NARRATIVE

Narrative in a music video can be fragmented Is the narrative linear or non linear? How is time handled in the narrative? Are there any enigmas created? What is the narrative theme? What devices are used? For example flashbacks

REPRESENTATION

Who is being represented? Are any stereotypes used? How is the star image presented? What locations are used in the video and what meaning

do they hold? Laura Mulvey – Male Gaze

A star is an image not a real person that is constructed (as any other aspect of fiction is) out of a range of materials (Richard Dyer)

A star is an image not a real person that is constructed (as any other aspect of fiction is) out of a range of materials (Richard Dyer)

BEYONCE – IRREPLACEABLE (2006)

Genre Pop ballad with R&B influences Flash car/strong femalePerformance towards end of videoIllustration of lyrics through narrative

Narrative Linear/illustrativeNarrated by lead singerCross cuts Female empowerment theme.Triumphant resolution.

Audience Target audience – 15-30 yr old femaleAlso appeals to males through choice of costume by Beyonce Female audience can identify with the character and the situation in which she finds herself.

Representation Star Image: Strong, female lead, confident persona Laura Mulvey – notion of looking – use of mirrors when getting dressed

ACTIVITY

Choose a music video of your choice. Using the 4 key concepts briefly analyse your music video You can use some images to illustrate your points.

You can present your analysis in a word document > upload to slideshare > embed onto blog