12/04/21 music video week one

 component 1 - media products, industries and audiences 
( 2 - media industries in detail)
( 3 - coursework - music video/magazine/essay)


music videos
- represent the music of the artist
- opportunity to be creative /show talents
- opportunity to make money in a different way 
- opportunity to tell a story 
- to show the director's beliefs and ideologies 
- visual piece of media that responds to a narrative 
- opportunity to promote a product/brand
- an advert for a song

music video is a binary opposition - juxtaposition - oxymoron
- it is a contradiction 

- it should look like how a song sounds


intertextuality - when a media product references another media product


France Gall - Baby pop (1965)
REBECCA - vanity angel

1 - narrative videos - tell a story
2- abstract videos - visuals that look cool
3 - performance video 

---


convergence - the coming together of two previously separate media industries 

synergy - the benefits of convergence - eg music and television targeting younger audiences - MTV



music videos - mostly music 
- shorter - 3 mins
-lipsyncing 
- expectation of them being free
-more of a focus on creativity and costume changes
- more focused on the artist / celebrity 
- often feature non linear narratives 
-less expectation of structure (films expected to have structure - characters)


cinema - generally longer than music videos - 1.5 hr
- may not contain music
- more of an emphasis on acting 
- the film is the product - music videos are like "trailers" : advertisements 
- longer shot periods 
- building up more of an emotional connection

celebrity 
- well known
- talked about 
- talented / good looking 
- good actions - charity work // negative - criminal 
- controversial in some way - stand out 
- can sell or be marketable 

- " the attribution of glamorous or notorious status to an individual in the public sphere"

why are they so important in our culture? 
- can be rolemodels - somebody to look up to
- to entertain us 
- form of escapism 
- idolise them 

metanarrative (or grand narrative) - overarching narrative or system of beliefs that help us to make sense of the world 



vance joy - riptide 
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codes and conventions - things that are typical of a media product- performance, narrative (how a story is told) , experimental features

camera work [framing - shot types, angle, position, movement]

editing - beat matched?

elements of continuity/montage

how does the video interpret the music and/or lyrics

structure or narrative

intertextuality 

sound - diegetic (in the narrative)  and non-diegetic (only we can hear e.g theme tunes) - - contrapuntal sound (doesnt fit with the visuals)

mise-en-scene - colour, lighting, location, costume/dress, hair/makeup

binary opposition - we can only understand something through what it is not

master shot - the main performance shot 

light/dark
white/black
happy/miserable - contrapuntal sound (doesnt fit with the visuals)
south/north 
away/towards
in/out
good/evil
expectation/reality 
desaturated/neon
youth/age 
sinister/innocent 
right/left 
wet/dry
ocean/land
life/death


video is highly polysemic 


- video doesnt mean anything and is completely open to allow any audience to come up with any interpretation 

- the murder of innocence and youth  - throughout the video, the imagery of medicine for example aloe vera is contrasted with images of death and destruction, for example the image of limp, female hands being dragged into the darkness

- mortality and we live our lives. choices are made for example taking images of women are compared with images of women being killed

- fear and freedom -  nightmarish imagery used throughout (dragged away) is compared to images connoting freedom, eg the plane ticket. is this a video about conquering our fears and living a life free of fear 

- torture and murder of women. shots of the woman's makeup being smudged seem to suggest humiliation  [- master shot - the main performance shot ] other shots include a woman tied to a tree , hand being stabbed, the dental torture 


- for every good in the world there is bad , there is balance. to harvest aloe vera we must kill a plant, the tarot cards are equally good and bad

- black magic and the supernatural . some bizarre, satanic ritual, a sacrifice 
the representation of women. ' weak and vulnerable' women are positioned in perilous situations for the pleasure of a heterosexual male audience 



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