Question 1B Key Concepts Amy Myers

What is genre:

• Ideas of how genres develop/evolve in relation to the music video and products and how the institutions use genre to target to audience

Genre

performance based genre music video which is the most common type which features the artist singing and dancing to the audience.

Gow (1992) suggests that "the predominance of performance indicates that music video defines itself chiefly by images of artists singing and playing songs".

Genre of my music video is pop highlighting the happiness and enjoyment that the artist gives to the viewer through the performance

The mise-en-scene in the video clearly highlights this genre of music through the costumes, styling of the artist and props which I have used. These all associate to the pop genre of pop and fit into the typical conventions of a pop genre music video.

"Performance oriented visuals cue viewers that the recording of the music is the most significant element”.

Goodwin’s theory is followed as the music video demonstrates the genre characteristics of a pop video, there is a relationship between the lyrics and the visuals of the song which allows the audience to follow the video and understand what is happening. This theory is clearly shown through the strong performance based video. I also believe that I follow Goodwin’s theory through the frequent reference to notion of looking and particularly voyeuristic treatment of the female body

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What is narrative:

• Basic and familiar narrative theories

• Looking at narratives behind the ideologies that are apparent within the text

• Ideas about juxtaposition of elements are useful in helping to explain how design work and layout in print products creates a logical ‘story’ for the reader Narrative

I am aiming to create a performance based video where I will have my artist dancing and singing in front of the camera. I will be using a linear narrative is the most simple and commonly used narrative structure

It refers to a story that is told in the order in which the events happen – from beginning to end. These are sometimes referred to a ‘cause and effect’ narratives as the consequences of one event have an effect on something else and things move along in this linear fashion I believe that this will link in well to the lyrics and will make the audience listen to the lyrics to realise what’s happening.

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What is representation:

• Theories about representation of gender, age, ethnicity, regional identity etc

• Evaluate how their product has mediated certain representations about social groups/artists/characters.

• Evaluate how certain subcultures have been represented within the product.

Representation

Saussure - Theme of brightness and colour

implied through the locations and clothing. These

symbolic signs imply the progression of the artist

where she is going from inside her house to

outside in the much brighter world where she

seems happy and cheerful.

Costumes and makeup - identity and feminity.

The artist is represented as the typical

whore character that Mulvey explains.

Close up shots focusing on the female

artists face and body implying her to be this

sexually presented female character.

The direct address that the artist is giving

to the audience through the close up shots

clearly displays the typical representation

of female drawing back to being this

“whore” character. When the audience are

watching they are encouraged to be

voyeuristic which is made easy for them

because the shots and main focus being on

the female artist.

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The close up shos of her

reinforce the makeup and

styling - heavy mascara, pink

lip gloss and her hair. It is

clear for th audience to

recognise these female traits

that the artist is showing

through the way she is

presenting herself. The

overall look of the music video

is typical to a pop genre music

video, and the bright colourful

locations would be very

suitable to the target

audience. From an audience

point of view this genre that

is being shown is very clear

through the artist as well as

the close up shots referencing

to the sparklers.

What is audience:

• How the audience is represented

• How the product can be applied to audience effects / reception / pleasures theories

• How the product is a reflection of ideas about changing audience consumption habits

• How the audience for the text was constructed and researched.

Audience

Andrew Goodwin - meaning is embedded

into the music video through codes and

conventions and the main 5 aspects which

have to be considered for a successful music

video.

Complex meaning is given to the audience

through this noticeable link between the

visuals and the lyrics of the song. The video

cut at specific points and matched with

lyrics giving rhe audience a meaningful

message of what is happening.

Saussure - within a media text there

are many signs which communicate

meaning. Suggests that no object is

without a meaning. Depending on who

is watching the music video it would be

interpreted differently due to their

individual experiences making the signs

in the video polysemic.

The constant close up and mid shots of

the artist link to another part of

goodwins theory of star power. The

attention I continuously on the artist

suggesting her power. There is an

extreme close up shot a the end where

this shows all the attention on the artist

and the audience are listening and

looking very closely at what she is doing.

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What is media language:

• the specific medium and how the language of the medium has been used to create meaning for the audience.

• The meanings generally are a synoptic round up of other options covered (genre, narrative/stories, representations)

• Include terminology about how signs work in the media.

Media

Language

Media language refers to the meaning making

process of media texts and like language itself

is a social construct that has been learnt. This

is the way that the producers are able to

communicate with their audience and it is

important that they are able to construct the

product well in order to achieve this meaning

for the audience to understand.

Throughout the media everything has a

meaning weather this is symbolic, ideological

or structural. in terms of media language I

will highlight the various interpretations

which are suggested through the music video

and the meanings that they have

Andrew Goodwin - meaning is embedded

into the music video through codes and

conventions and the main 5 aspects which

have to be considered for a successful

music video.

complex meaning is given to the audience

through this noticeable link between the

visuals and the lyrics of the song. The

video cut at specific points and matched

with lyrics giving rhe audience a

meaningful message of what is happening.

The constant close up and mid shots of the

artist link to another part of goodwins

theory of star power. The attention I

continuously on the artist suggesting her

power. There is an extreme close up shot a

the end where this shows all the attention

on the artist and the audience are

listening and looking very closely at what

she is doing.

Laura Mulvey - media texts

portray objectified messages

regarding women as particularly

noticeable.

Two types of women; the fetishized

Madonna and the voyeuristic

whore.

Close up shots support Laura

Mulvey focusing on the female

artists face and body implying her

to be this sexually presented

female character (whore that she

explains).

The direct address that the artist

is giving to the audience through

the close up shots clearly displays

the typical representation of

female drawing back to being this

“whore” character. When the

audience are watching they are

encouraged to be voyeuristic which

is made easy for them because the

shots and main focus being on the

female artist.

Saussure - within a media text there are many signs which communicate

meaning. Suggests that no object is without a meaning. Depending on who is

watching the music video it would be interpreted differently due to their

individual experiences making the signs in the video polysemic.

Theme of brightness and colour implied through the locations and clothing.

These symbolic signs imply the progression of the artist where she is going

from inside her house to outside in the much brighter world where she seems

happy and cheerful.

Costumes and makeup - identity and feminity.

The close up shos of her reinforce the makeup and styling - heavy mascara,

pink lip gloss and her hair. It is clear for th audience to recognise these female

traits that the artist is showing through the way she is presenting herself. The

overall look of the music video is typical to a pop genre music video, and the

bright colourful locations would be very suitable to the target audience. From

an audience point of view this genre that is being shown is very clear through

the artist as well as the close up shots referencing to the sparklers.

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