To understand the common codes and conventions of music videos

Learning Objective:

To identify 3 music videos in similar genres to the one in which you are makingTo analyse the content of 1 music video

To use media terminology in your analysis.

Analysing Music Videos

Outcomes:

Daniella Benson

Camera: Movements, Shots and Angles

Opening with a tracking shot that pays homage to Quentin Tarantino’s 1992 flick “Reservoir Dogs”There is also a illustrated sub-title which conforms to the conventions of a movie. From this, we get the impression that the video will be very lengthy and may tell a story

This middle shot is where the camera focuses on lady gaga and the guards from the waist upwards. This outlines the characters and makes them stand out from the background which has minimal detail.

This panoramic shot shows a series of landscape photographs that have been put together by software. This is done to show an overview of a scene.

Editing: Transitions and Special Effects

However her movement (slow) of leaving the prison ,contrasts with the song and the quick editing. Slow movement – shows build up. Quick movement linked to speed of song.

The quick editing of shots where Lady Gaga is dancing down the corridor occurs in time with the fast beat of the music.

This can described as showing instability, weirdness, quirkiness – all associated with Lady Gaga and her song (sound of the music).The very sexual style of he moves and the revealing of her body shows the feminine nature of the song ;shown through the wild dance moves and pace of the editspolysemic

polysemic

Mise-En-Scene: colour, costume, props, location, facial expressions

American costume can suggest patriotism(love for their country) from gaga and Beyonce however, having the flag ripped up on their bodies could suggest that they ae rebelling against the laws of the land (America) POLYSEMIC

The fist half of this video is set in a

prison cell which can suggest that the inmates are caged in (bars). However, the women are dressed in their on unique styles and are earing dark sunglasses. This can suggest that although they're in prison, they cant be controlled. POLYSEMIC

In this scene, lady gaga is stripped naked which could suggest her identity being stripped away from her by the officers and the law. However the warning tape strapped around her body can suggest that she’s dangerous –”DO NOT ENTER!” POLYSEMIC

Dominant Ideologies: what ideologies are presented in the video? Are they dominant or

not?In this scene, Lady Gaga is sitting down on the benches and all the inmates square up to her. The camera shows her back is too the audience which could imply that she doesn’t want her true feelings to be shown. Also the inmates are standing where's she is sitting down which could imply they have a higher hierarchal status to her. She is clearly no the dominant character in this scene

In this scene, Beyonce ( Queen B) walks into the cafe and in this camera shot it shows her standing and looking very high and tall amongst the customer who are sitting down. This could also imply that she has a higher status to them or is superior to them. Her clothes are really sophisticated and bright, plus she’s wearing high heels whereas the others are in normal everyday clothes. She is clearly the dominant character in this scene

Genre: Iconography, Colour etc

The white and baby blue in this scene suggests “purity” and cleanliness. However the dark eye makeup tells the audience they may commit some really dark acts or something bad

Dark blue and reds used to represent the American flag : patriarchal

Blue; cool and calmRed; can symbolise blood Yellow: suggest them riding of into the sunset-into a new journey

IntertextualityDr martin boot’s : expensive and the best? They could be seen as a fashion statement. Used to conform to the stereotype of a hard police officerFashion link ?

For a split second, there was brief moment where one of the inmates sat down with a phone sticking out of there pocket and the logo was a virgin media logo. Also the music video is advertising the brand (product placement).

In this scene shows the officer using a Dr Dr. Dre laptop . The music video is advertising the brand (product placement).

Audience reception: how might the audience react to or view the video?

Stuart Hall’s theory of preferred reading.

Stuart Hall’- Encoding and decodingStuart hall’s theory was about how different audiences would react in different ways towards media products and came up with 3 main ways:

1. Dominant reading – reader fully accepts the preferred reading (audience will read , or respond to, the text the way the author intended/wants them to).

2. Negotiated reading – the reader partly believes the code and broadly accepts the preferred reading but sometimes modifies it in a way which reflects their own position, experiences and interests.

3. Oppositional reading – the reader’s social position places them in an oppositional relation to the dominant code. They reject the reading. , they disagree with the text.

Why might the audience watch/enjoy this video (uses and gratifications etc)

Audience may enjoy the glamour, power and seduction of Lady Gaga and Beyonce.

Audience may enjoy the fun, up-tempo dance aspect of the video.

Andrew Goodwin: How can his theory be applied?

Andrew Goodwin: How can his theory be applied?

Andrew Goodwin's 6 features of music videos

1. Genre characteristics are demonstrated in music videos (e.g. Dance routines for a boy/girl band, aspiration in Hip Hop, stage performances in heavy metal)

2. There is a relationship between visuals and lyrics. These lyrics are represented through with images. Either illustrative, amplifying or 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 references (to films, tv programmes, other music videos etc).

Andrew Goodwin: How can his theory be applied?

1. Genre characteristics are demonstrated in music videos (e.g. Dance routines for a boy/girl band, aspiration in Hip Hop, stage performances in heavy metal)

2. There is a relationship between visuals and lyrics. These lyrics are represented through with images. Either illustrative, amplifying or contradicting

3. There is frequently reference to notion of looking

(screens within screens, mirrors, stages, etc) and particularly voyeuristic treatment of the female body.