ANDREW GOODWINLAURA MULVEY

SVEN E CARLSSONROY SHUKERSTUART HALL

ERWIN PANOFSKY

Question 1B Theorists Quotes

Andrew Goodwin

Andrew Goodwin stated that “Music videos are simply an extension of the lyrics”

Key features of the music video theory (Green are the ones that can be applied to my video, Red are ones that cannot):

A relationship between visuals either illustrating, amplifying or contradicting the lyrics

A relationship between the music and visuals either illustrating, amplifying or contradicting the music

Music genres have their own music video style and iconography There is likely to be voyeurism, particularly in the treatment of

women There’s a demand on the part of the record company for lots of close-

ups of the main artist. There is likely to be intertextual references to other music videos or

films

Roy Shuker

“Music videos are promotional devices, they encourage record sales and chart action”

Laura Mulvey – The ‘Male Gaze’ Theory

“In a world ordered by sexual imbalance, pleasure in looking has been split between active /male and passive/female. The determining male gaze projects its fantasy onto the female figure which is styled accordingly”

“the gaze is male whenever it directs itself at, and takes pleasure in, women, where women function as erotic objects”

Supporting Quote – Jonathan Schroeder “to gaze implies more than to look at – it signifies a psychological relationship of power, in which the gazer is superior to the object of the gaze.”

Sven E Carlsson

“One of the most common methods of analysis is to break up the music video into black and white boxes. Almost everything is then perceived as opposites – trash or art, commerce or creativity, male or female, naturalism or antirealism, etc.”

Sven believes there are 2 categories that music videos fall in to:

Performance – when the audience are able to see the artist(s) singing and dancing throughout the video.

Conceptual – when the audience watch something other than the artist throughout the video. (APPLIES TO MY VIDEO)

Stuart Hall

“Everything which appears in a media text has been carefully chosen (encoded) to create a ‘preferred reading’”

(So, everything you see has been put their to get a specific message across to the audience)

Erwin Panofsky (Iconography)

“Something has been encoded with a purposeful and clear meaning, it will be something that the audience will recognise”

(APPLIES TO MY VIDEO – THE YELLOW BALLOONS)