Music Videos - Week One

Component 1A - Media language and representation

Component 1B - Audience and Industry

Music Video - Video that accompanies audio track / Montage of clips with song in background / Visual representation of how a song sounds / Gives contexts to the sound / Advertises the song / Primarily seen on YouTube

Media language

Key Terms - modes, language, polysemy, meaning, conventions, intertextuality, audience response, ideologies

Theories - Barthes and Levi-Strauss

Representation

Key Terms - construction, processes, stereotypes, social and cultural contexts, audience response, ideologies

Theories - Hall, Gauntlet, Van Zoonen, hooks, Gilroy

Audience tends to be defensive over how good their favourite artist is.

Bands can be role models.

Bands can be used to represent somebody. We can use music to define ourselves.

We can use social media to connect with artists.

France Gall - Baby Pop

Technologically interesting

France Gall looking at the camera gives a direct mode of address.

Mise-en-scene of the backup dancers connotes liveliness. It directly positions the audience with the liveliness of the song.

REBECCA - Vanity Angel 1989

Trying too hard to appeal to a western audience.

Ethnically diverse - different to what a Japanese audience would be used to (exoticism)

Pulp - Babies

Assumes audience is stupid by telling them exactly what is going on.

Comments

Adbusters

Deliberately challenged the image. Its childish defacing. This defacing plays on the ideology that nothing is too high up to take down. Banksy Drawing of Policeman snorting cocaine. This is know as detournement. It is a form of high-jacking or re-routing. It is more commonly seen as Culture Jamming. Culture jamming is often obsessed with the idea of destructing consumerism/capitalism. Culture jamming - the practise of criticising and subverting advertising and consumerism in the mass media, by methods such as producing advertisements parodying those of global brands. Adbusters potential genres: Pop Culture - Sans serif font has informal connotations Satirical Comedy - Attacks something. Adbusters uses a lot of negative white space which connotes purity but directly contrasts with the image shown on the background. Masthead changes every time. Every magazine cover is unique which shows they are challenging. There is no reference to anything that is inside. No...

Attitude Online - Wednesday 13th March

Attitude online's primary purpose is to promote the magazine. It has a dedicated readership which may be influenced by the online version of the magazine. Camp - A deliberately tongue in cheek attitude to the world which reinforces a lot of gay stereotypes. Drag shows are very camp to appeal to a gay audience Diva is a gay magazine that is also aimed at women but it is less popular than Attitude. Attitude online is a hyper-sexualised representation of men - most images of these men are topless and often in provocative poses which is surprising in accordance to societal hegemonic norms. An article is critical of lack of representation of different body types which isn't reinforced very well by the singular muscular representation of men which suggests that these images are only being used to make money as they know it plays on the potential desires of homosexual men. Articles are generally focused on grooming, fashion, celebrities and their appearance which suggest...

Revision - 8th May 2019 - Magazine Industry

Stuart Hall argues that not only do representations reflect the ideology of the producer, they also reflect the historical context in which they were made. Analyse this theory with explicit reference to the set editions of Woman and Adbusters. Woman 1964 Adbusters 2016 Representation of women in 1964 is stereotypical and singular. Women magazine is a mainstream mass market magazine for heterosexual white females aged 30-50. Woman magazine doesn't talk much about feminism but at the time this magazine was published, the women liberation movement was happening. The DIY kitchen suggests that women's equality is becoming more prevalent in society in the 1960s. Women are sexualised in the breeze soap advert which isn't stereotypical for a magazine that is aimed at women. Diametric Opposition = Binary Opposition Adbusters ideology is subversive. Breaking the rules. Adbusters hates capitalism and advertising. 1/3 of a conventional magazine's profits com...

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