A2 Research

Narrative Theory

Narrative is defined as a "chain of events in a cause-effect relationship occurring in time".

• Narrative Story - A story in which events appear.
• Narrative Plot - The order in which events happen within the story.

Todorov - Narrative Theory

States that most stories or plot lines follow the same pattern or path. There are 5 steps:

• Equilibrium - The majority of characters are content and things are how they should be.
• A Disruption - A problem will disrupt the happiness.
• A Realisation - The problem is identified.
• Restored Order - The characters attempt to repair the damage and restore the problem.
• Equilibrium Again - The problem is resolved and normality is restored. 

 

Propp - Character Types

Identified 7 different character types in 100 texts he analysed:

• The Villain (Opposes Hero)
• The Donor (Gifts the Hero)
• The Helper (Prepares the Hero)
• The Princess (Sought after by Hero)
• The False Hero (Audiences perception changes)
• The Dispatcher (Sends the Hero off on his journey)
• The Hero

Levi-Strauss - Binary Opposites

After researching 100's of myths and legends, Levi-Strauss developed a theory that all people and events had 'Binary Opposites'. This meant that opposing opinions and people would cause conflict. Narratives always form around the conflict between 2 sides or people. EG. Good Vs Evil or Old and Young.

Barthes - Narrative Codes

Barthes suggests there are 5 different narrative codes that help make sense of the narrative:

• Action - Elements of the narrative which suggest further action.
• Enigma - Narrative questions that the audience want to be answered.
• Semic - Elements which signify the meaning of the text.
• Symbolic - The main meaning or conflict in the text.
• Cultural - Elements which refer to things that are common knowledge.

Taylor Swift - 'You Belong With Me' Music Video

The Function Of Genre

Institution:

‘The very existence of genre films and cycles is a product of the film industry’s attempt to overcome the problem of uncertainty…of not knowing the future tastes of the mass audience.’  Robert E. Kapsis (1991) - Film institutions produce films of the same genre and conventions as audiences are comfortable with this and have come to like it.

‘The constitution of film cycles and genres is a never-ceasing process, closely tied to the capitalist need for product differentiation’ Rick Altman (1999) - Films are released from an established genre as this is guaranteed to ensure success but each film must differentiate slightly in order to keep films fresh for viewers.

‘The use of generic or cyclical typing is one way Hollywood has always sought to create commercial stability…Genre is one way many movies have been pre-sold throughout the history of Hollywood.’ Geoff King (2002) - Institutions know what has been successful so they can use old successful ideas to keep engaging new audiences.

Central to film industry practices is the construction of a ‘narrative image’ for each film.  ‘An idea of the film is widely circulated and promoted, and idea which can be called the “narrative image” of the film, the cinema’s anticipatory reply to the question, “What is the film like?”’ John Ellis (1981) - Films need to have a genre-identifiable plot in order for the audience to recognise it as well as for it to be successfully marketed.

Audiences:

‘The attraction of genre to the industry is closely linked to its presumed appeal to viewers.  Filmgoers generally like to have a broad idea of what to expect from any individual picture.  Genres are constituted not just by bodies of films but also by the established expectations of viewers.’ King (2002) - Audiences like to know what to expect when they see a film so creating genre, ensures a set of conventions that audiences are familiar with.

Ritual:

Socio-cultural genre theorists argue that ‘shifts in film content reflect changes in society.  The underlying assumption…is that popular films are more or less an accurate mirror of social structure, because by choosing the films it attends, the audience reveals its preferences to film studios and distributors which…passively produce and finance films reflecting audience desires.’ Kapsis (1991) - Elements of a film reflect current elements of society as audiences like this.

‘Popular forms can be partly understood as social rituals…A ritual is a means of reaffirming certain basic cultural values, resolving tensions and establishing a sense of continuity between past and present’ John Cawelti (1971) - Genre is chosen because it has cultural value and has relevance to society.

‘The Western, like any myth, stands between individual human consciousness and society.  If a myth is popular, it must somehow appeal to or reinforce the individual who view it by communicating a symbolic meaning to them.  The meaning must…reflect the particular social institutions and attitudes that have created and continue to nourish the myth.  Thus a myth must tell its viewers about themselves and their society’ Will Wright (1975) - Film content must reflect society as audiences go to films in order to learn more about different aspects of their society.

‘While it seems more than likely that the sustained commercial success of a particular formula is indeed an index of approval, there are no grounds for assuming that the approval is ideologically based’ Steve Neale (2000) - The success of a film doesn't mean it's necessarily a reflection of society and it's values.

Classification & Interpretation:

‘Genres are not simply bodies of work or groups of films…Genres do not consist only of films: they consist also…of specific systems of expectation…which spectators bring with them to the cinema, and which interact with film themselves during the course of the viewing process.  These systems provide spectators with means of recognition and understanding.  They help render films, and the elements within them, intelligible and therefore explicable.’  Steve Neale (1990) - Genre is not only the elements within a film, it is also the expectations of the audiences going to see it.

Genre criticism is made up of a triangular model of artist, product, and text.  Genre conventions provide a framework which acts as a form of ‘supervision’ over the work of the filmmakers, and the interpretation by the audience. Tom Ryall - Genre ensures a shared goal in film making and a shared expectation from audiences.

Ideology:

Generic convention is a product of the formulaic repetition of the capitalist-financed studio system, and can therefore only produce meanings in support of the status quo.  Genre films temporarily relieve the fears created by social and political conflicts by offering simplistic solutions based on following tradition.  Judith Hess - Genre acts as a distraction to real world problems by incorporating aspects of societal tradition.

Andrew Goodwin's Music Video Theory

Andrew Goodwin identified that there are 7 elements to all music videos:

• Genre characteristics are included. (Eg. Pop videos include dance routines)
• The lyrics of the song are represented as visuals.
• Close - Ups of the artist.
• Reference to looking.
• Fragmentation of female body.
• Intertextual reference between other forms of pop culture.

Conventions of a 'Indie' Music Video:

• Low budget
• Black & White
• Realistic
• Setting's: City, Studio, Woods
• Natural - Lack of effects
• Moody Tone

In conclusion, The Arctic Monkey's 'Arabella' music video has taught me the conventions which are needed in creating an indie music video. Natural settings - which in this instance is a studio and house - are used as this places the emphasis on the music rather than visuals. An aspect of black and white is often found in indie videos. Arctic Monkeys decided to do their whole video in black and white. I can use what I have learnt here in my own music video if I choose do a song from the India genre as I now know what Indie videos are comprised of. I've learnt it is important to have your video be easily identifiable as belonging to a certain genre. This music video has also taught me that fragmentation can create a sensual, intimate tone. They use it show a woman which is much more effective than a single shot. This is a technique I am able to use myself if it is suitable to the song that I choose. I have also seen that intertextual references can add an aspect of familiarity to a music video as this video creates a vintage theme and this familiarity might make the video more engaging for a viewer. Again, this is something I can incorporate in to my own music video.

Conventions of a 'Pop' Music Video:

• Dance Routines
• Parties
• Bright Colours
• Teenage Audience
• Extreme Close Ups
• Upbeat
• Special Effects

In conclusion, Britney Spears' 'Toxic' music video has shown me what it takes in order to create a successful pop video. Bright colours are engaging to an audience and can often, like in this case, represent the songs playful, upbeat attitude. Lots of close ups are used to showcase Britney and dance routines are used. This is taught me that I should use all of these conventions in my own music video if I choose to do a pop song as it will allow a viewer to clearly identify my music video as one that is of the pop genre. It is important to have a clear genre as audiences like to know what to expect. It also means my music video will be well suited to the song which further ensures it's success. The lyrics are represented visually throughout the video numerous times which helps highlight the song as the viewer is more likely to pay attention to the music. I will also do this in my music video as my primary purpose should be to showcase the song. I also noticed in this music video that close ups of the artist are also effective in highlighting the song as it allows you to focus on the words they are singing. I will ensure that my music video contains close ups of the artist singing to achieve this same effect.

Audience Theory

Hypodermic Model - Adorno & Horkheimer:

This is how a message is injected in a uniform way and how the audience receives that message. It's called the Hypodermic Needle because it suggests the media inject the message directly into the audience. It presumes the audience is passive so the audience is then directly influenced by the message. It works similarly to propaganda.

Uses & Gratifications Model - Blumler & Katz:

This suggests why people access different form of media.The audience has a set of needs which the media is set to meet. These are:

• Diversion - Entertaining distraction from everyday life.
• Personal Relationships - A form of social interaction and engagement in personal relationship. This evokes empathy from the audience.
• Personal Identity - This is shaped by what we see through the media and how we respond to it. We can see someone act a certain way in the media and aspire to be more like that person.
• Surveillance - The media can be informative of issues in the world around us.

This theory has been criticized due to it's simplicity.

Encoding/Decoding Theory - Stuart Hall:

This is how a message is created and then interpreted by an audience. It emphasizes the active role taken by an audience. Stuart Hall states there are 4 steps:

• Production - This is where encoding takes place. A message is created based on societies beliefs. This is created by the producers.
• Circulation - Whether the message is interpreted through writing or visual decides how it is perceived by an audience.
• Use - The decoding of the message by the audience.
• Reproduction - Once audiences have interpreted the message, reproduction is the actions they take based on that message.

The message can be decoded by the audience in 3 ways: Dominant (hegemonic) reading is how most people interpret the message and the way producers intend you to interpret it. Negotiated Reading is when audiences can accept some parts of the message but disagree with others. Oppositional reading is when you interpret the message as the complete opposite.

Social & Cultural Nationwide Study- David Morley:

This is known as the 'reception theory'. The meaning of the text will be constructed differently depending on a person's place in society. These differences are based on social class, gender and ethnicity. People from different social groups will have a different knowledge of the media text.

Madonna - Like A Prayer Music Video:

Representation Theory

Semiotics - Saussure:

Saussure studied how language created meaning. He said language does not reflect reality - meaning is constructed through language. We make meaning through the creation and interpretation of signs and signs can be anything such as words, images, objects, sounds etc. These signs create representations. The signified (concept it represents) and the signifier (form it takes) create the sign.

Visual Pleasure and the Male Gaze - Laura Mulvey:

Mulvey analysed Hollywood cinema and argued that female characters were represented as passive objects of male sexual desire. She said 'the male gaze' was a look used by male characters aimed at the desirable and sexually submissive female characters. She argues spectators watch the film through the eyes of a male. Mulvey also argues that film offers voyeuristic pleasures. Men are the object, women are the subject.

Stereotypes - Dyer:

The media uses stereotypes as a cultural shorthand. Stereotypes are a way of reinforcing differences and these differences are very natural.

Simulacra - Jean Baudrillard:

Baudrillard argues that society has become so reliant on representations that we can no longer distinguish a representation from actual groups and people in society. The artificial and real are now harder to differ between. There is no distinction between reality and representation, only the simulacrum. This is a copy which has become more of the reality than the object its a copy of. This creates a hyper reality where what is real and what is fiction are blended together so that there is no clear distinction between one ends and the other begins.

Christina Aguilara - Not Myself Tonight Music Video:

The stereotype created in Christina Aguilera's music video is that women are sex objects. This is demonstrated through the narrative and mise-en -scene as Christina makes her sexuality overt. She does this as she wants to be represented as someone who is sexually available. This makes her the subject of the 'male gaze' both within the video and outside of the video. Alternatively, one scene in the video contains a role reversal as Christina becomes the dominant figure and the men are the ones who are there to be looked at. This is demonstrated through a long shot which shows us Christina surrounded by men who almost 'bow' to her during a dance routine. They are topless which emphasizes the fact that they are the objects in this scene whilst Christina is the dominant subject. A hyper reality is created in which we see Christina as a powerful and sexually promiscuous women which is likely to be an exaggeration of how she is actually in real life but as the audience, we can't define the artificial and real aspects of this simulacrum.

Saussure said media forms contain signs which depict meanings. The 'Not Myself Tonight' music video contains fire which we see through a mid shot as Christina burns her clothes and walks away from the fire. This could signify rebellion but it could alternatively show a change or loss of identity as she is destroying belongings which symbolise her old identity. Walking away from the fire could also symbolically represent that Christina is turning her back on her old identity. Bondage equipment is another sign that is featured significantly in the video. This signifies Christina's sexual pleasure and makes her sexuality overt which helps contribute to the stereotype of women being sex objects. It also supports the hyper reality that she is sexually promiscuous. Through a long shot, we see a dance scene which takes place inside a Church. The provocative dance contrasts to the beliefs of the church and therefore might be a sign to represent Christina as turning her back on Religion which again, helps create the hyper reality as it depicts her as the opposite of the church's beliefs of being pure and innocent. Finally, the colour red is featured numerous times throughout the video. She is wearing red lipstick which we see through many close ups. The music also includes a red chair, red underwear and a red collar.

In conclusion, the representations shown in Christina Aguilera's 'Not Myself Tonight' music video have taught me the importance of how your artist is represented in a music video and how that will affect the brand image. Christina is clearly represented as sexually available. This contributes to her brand image of her sexuality being overt. The video makes this clear which has taught me that representing your artist should be a primary focus. This music video has also taught me the way in which representations are created. Christina's costumes have been chosen on the basis that they show her sexual representation. Even her red lipstick connotes sexual desire and flirtation. In my music video, I will also ensure that the look of my artist helps contribute to a clear brand image. I have also noted that Christina is always shown as dominant in perspective with other people that feature in the music video also contributing to her image. I will use this idea in my music video to ensure that any interactions the artist has with other characters contributes to the desired representation.

Rihanna - What's My Name Music Video:

Semiotics are the signs which a music video features and the messages and representations that those signs create. In 'What's My Name', we are shown Rihanna washing up through a close up which signifies that women are domesticated which represents Rihanna as a regular women. As the audience, we are lead in to believing that she lives a normal life just like we do which makes the video more relatable. Through a long take, we also see a close up of a carton on milk spilling on the ground. This sign signifies the sexual tension between Rihanna and Drake and is supposed to represent Semen. Towards the end of the video we see a party taking place through a long shot which shows that Rihanna is having a good time representing her to the viewer as a fun person.

Laura Mulvey states that the 'male gaze' is a look used by male characters towards the female characters - depicting women as sex objects. This is used near the beginning of the video where we see Rihanna enter the supermarket and Drake looks after her via a midshot. This suggests that men are superior and women are purely objects. Rihanna only ever looks at Drake after he has already looked at her. Mulvey also states that film offers voyeuristic pleasures to a male audience which is included in this video as Rihanna dances down the street and we can see within the video through a long shot that there is a man looking at her.

The stereotype created in this video is that Rihanna is a typical woman who is sexually available as she is shown to do ordinary mundane activities. Rihanna would've created this representation of herself as it makes her more relatable to a viewer whereas it's more likely that her life couldn't be any more different. The video also includes the stereotype that women are sexual objects whereas men are sexual predators as Drake is the one who pursues Rihanna.

The hyper reality created is also that Rihanna is a normal women who does things such as going to the supermarket and doing the washing up which due to lifestyle, is probably not an accurate representation. 

In conclusion, the representations used in Rihanna's 'What's My Name' music video have shown me the importance of location in creating a representation. The video aims to show Rihanna as a normal, every day woman. To achieve this, locations such as a supermarket and apartment are used to create this representation. I will use this idea in my own music video to ensure that any locations are chosen in order to help aid a representation. Rihanna also uses actions within the narrative that helps contribute to her 'normal' persona in the video. For example, she is shown to be doing the washing up in the narrative. This has allowed me to learn that in my music video, I should make sure parts of the narrative are chosen specifically for a purpose - like in this instance, creating a representation. This music video is also useful in showing how objects can create certain signs. A close up of milk is used to show sexual tension so I can use objects in my music video which visually represent the themes and ideas present in the song.

My Chemical Romance - Teenagers Music Video

 In accordance with Saussure, this music video contains many signs which connote the messages of the music video. Towards the end of the song, we see a long shot which reveals confetti to be falling down on everyone which is often associated with parties. This represents teenagers as being reckless and careless as it suggests they are only interested in parties and nothing else. Another sign featured is the lock and chain on the door which is shown through a close up. The action of the chain breaking might be said to be representative of teenagers breaking all the rules and being rebellious. Through low angled long shots, we see the cheerleaders wearing gas masks and holding weapons. It's possible that this represents anarchy and again shows the rebellious attitude of the teenagers. Cheerleaders are supposed to be stereotypically at the top of the social ladder so wearing masks rids them of identity suggesting a yearning for equality amongst teenagers. The cheerleaders are shown to us via low angles as this is evidential of Laura Mulvey's 'male gaze' theory. As an audience, we are forced to look at their bodies as their identity has been removed and a low angled shot satisfies a male audience. Their dancing style and short outfits are also designed to display them as sexually desirable which supports the widely known stereotype of women being inferior and sex objects. The hyper reality created is that teenagers are crazy and rebellious with no respect for anything. As we've become so reliant on representations in the media, many adults are led into believing that this is an accurate representation whereas in fact, this displays a very select few. Both the music video and this hyper reality contribute to the stereotype that teenagers cause trouble for reason and as shown in the video, have no respect for school as they trash it.

  In conclusion, My Chemical Romance's 'Teenagers' music video has taught me the importance of objects and the signs they signify when visually representing the lyrics. Confetti is used to represent parties and a chain and lock is used to show rebellion. This is a succinct way of representing the song without needing to have an elaborate narrative. I will ensure that my music video also contains objects which are featured as they either represent the lyrics or a message portrayed in the video. This music video has also shown me that stereotypes can be subverted in order to portray things in a slightly different way. Cheerleaders are often on the top of the social ladder but here they are depersonalized with masks which leaves them at the opposite end. I will not be afraid to subvert stereotypes in my music video if I feel that by doing so will help showcase and aid the representation of the artist and song.

Taylor Swift - Blank Space Music Video:

Music Video Conventions:

Narrative Conventions:

There are 3 types of music video - performance, narrative and conceptual.
Some people claim that the narrative of a music video acts much like the narrative of a film whilst others refer to it as an 'anti narrative' as a music video allows the narrative to be told in a non-linear way. Therefore, music videos don't fit Bordwell and Thompson's definition of a narrative.The most important objective for a music video is that it should highlight the artists and showcase the music and lyrics.

Applying Narrative:

Meatloaf - I'd Do Anything For Love - Music Video:

1) Is there a narrative? What is it?

Yes, there is a narrative which echoes that of 'beauty and the beast'. A monstrous man is being hunted by the police whilst we also cut to a female who is bathing in the forest. She stumbles across the house where the beastly man is living and despite his looks, she falls in love with him. Once they have fallen in love, they kiss and the kiss breaks any 'spell' cast on him and he returns back to being a normal man.

2) Is the narrative full?

The narrative is not full as there are many questions left unanswered. We don't know what lead the man to look like that - we can presume it was a spell as it was reversed at the end of the video but we don;t know why it was cast. We are also left to question why the police are after him/ The narrative also leaves us questioning why the woman was in the forest. The narrative is there in part though as we do see that it is character motivated. We follow the journey of the male and female characters as they find each other.

3) Is the narrative successful?

Yes, the narrative is successful as it tells a story which although is not told fully, is still understandable. An audience can follow the journey of the two characters and therefore invest their attention in the video which makes the narrative successful.

In conclusion, Meatloaf's music video has shown me that you don't need to have a full narrative in order to make it successful. This music video leaves us with a few questions but the narrative is still easy to follow and you finish the video feeling satisfied with it's conclusion. This has taught me that I can use a partial narrative in my own music video and it can still be successful. Full narratives over power the main focus which is the song so by only using a partial narrative, I will be able to keep the primary focus on the song.

Aerosmith - Crazy Music Video:

1) Is there a narrative? What is it?

Yes, there is a narrative. We see two girls leave school to go on a night out and road trip together and the narrative follows them on this road trip. First we see them visit a gas station where the men in the shop are shown to go 'crazy' just by looking at them - as the song title suggests - which allows the girls to take whatever they want from the shop for free. They then go to a strip club where we see them entering a competition and finally, we see them meeting another guy whilst driving to the countryside where he is also shown to go crazy for them. The narrative is cleverly created despite a lack of speech. The narrative is communicated through the actions of the characters and the lyrics of the song.

2) How are the characters represented? Are there any stereotypes?
As previously stated, the male characters are all represented as crazy when they see the two female characters. For the men in the shop, they let the girls take whatever they want for free and the for the male at the end, he abandons everything he's doing to go off with them. The two female characters are represented very stereotypically as they are shown to not care about school and are only interested in flirting with men and having fun. A stereotype is subverted is that man are dominant and women are the inferior objects of affection. The women are clearly the object of affection to the men here in this music video, but they also hold all the power which makes them to dominant sex. They control the men rather than the other way round.

3) Are there links between the band's performance and the narrative?
There is a link between the band's performance and the narrative as actions that are carried out by the band are also carried out by the two female characters. There are lots of examples of this within the video:at one point both a band members and female are holding a microphone and when a band member falls to this knees on stage, the girl does the same on the motel bed.

4) Is there a connection between the lyrics/title and the narrative?
The music video does create a successful connection between the bands performance and the narrative that follow the two female characters. The girls are shown to be singing along to the lyrics of the song when they are in the car which we presume, means that they are listening to the song on the radio. The brunette female also sings along to the song whilst she is performing at the strip club. The male characters in the video are also shown the be infatuated with the female characters and act 'crazy' around them as the song title suggests.

In conclusion, Aerosmith's music video has allowed me to learn that links between the narrative and performance are effective as they make the narrative tie in better with the song and it shows a clear connection. For instance, the singer and girl in the narrative both kick at the same time. I will ensure that the performance and narrative in my music video link clearly and succinctly together so that the video makes sense for a viewer and it's clear how the narrative is trying to represent the song. This music video has also demonstrated how representing the title of the song somehow in the music video can further showcase the song. For example, here the idea of being crazy is recurring throughout. I will try to incorporate the title of the song I choose in to my music video in order to highlight the song.

The Prodigy - Smack My Bitch Up Music Video:

1) What camera shot is used? What is the effect?
In this music video, a point of view hand held camera shot is used. The effect of this is that in puts you in the position of the artist/character which allows you to follow his every action on a night out. This content of the video was seen as shocking by many viewers and it was banned from playing on MTV. Using a point of view camera shot might make the video more shocking and offensive to some people as it makes it seem as if it is you yourself.

 2) What do you notice about the use of sound?
The song switches throughout the music video from diegetic to non-diegetic sound. For example, whilst the character is in the street, the music is non diegetic as only we as a viewer can hear it. When the character enters the club, the music becomes diegetic as an effect is added to make it slightly muffled as if it is actually playing in the club. The effect of this is that as well as the point of view camera shot, it places you in the characters position even more. This is also why diegetic sound effects are used such as running water and smashed glass as it makes the experience feel more real.

3) What happens in the video?
The video follows the main character/artist on a night out as we follow his actions. We see him get ready, go to a club, go to a strip club and attack people. At the end of the video, the main character looks in a mirror for the first time in the video and it's revealed that it's actually a women which confuses the video as we presume it's a man throughout the whole music video.

4) How does the song and image work together?
Throughout the video, the song emulates the effects of whatever the main character is doing. For example at one point in the video, the song slows down as the main character takes drugs as it is shows the effects that the drugs have on him whilst when he drinks alcohol, the song speeds up. Again, this helps place a viewer in his position as we see, hear, and feel what he is.

In conclusion, The Prodigy's music video demonstrates that diegetic sound can be incorporated in order to create atmosphere in the selected setting. For example, the sound of talking and bottles smashing is used in the nightclub in order to make the scene more convincing and entertaining. These actions also match the beat of the song. I can use this idea in my own music video as in certain settings, diegetic sound effects might add a mood and tone to the video that emphasizes the message of the song.

Bjork - Cocoon - Conceptual Music Video:

This is a music video that is based around a concept or theme and has no performance or narrative.

Music Videos - Technical Conventions:

Editing:

• Editing ensures no single part of the music video (such as narrative, lyrics, performance, setting etc) gains the upper hand and dominates the video.
• Editing keeps momentum and ensures continued engagement from a viewer.
• Jump cuts can be used liberally - music videos do not follow the continuity editing system.
• Long dissolves and shots compliment slow, melodic sections whilst short takes keep us focused on the beat of the music.
• Editing in a music video is supposed to be noticed. It is a significant part of the music video.
• Graphic Matches are often used.
• Editing techniques can be used to match dance routines.
• There is no typical shot order for a music video.
• Musical Phrases (chorus, verse, bridge etc) are more important than the order of the scenes in the narrative.

Cinematography:

• Long shots provide greater prominence for a figure whilst mid shots are used to show they space and the figure as equal. Close ups create the impression that the figure dominates.
• Music Videos do not always follow the same rules as TV and Film. Shots can have different meaning and techniques for clarity such as 180 rule sometimes become irrelevant. Artists also break the fourth wall in music videos which does not often happen in TV and Film. This allows they to directly convey the song.
• Close Ups and extreme close ups should feature very often as these showcase the artist.
• Camera angles hold importance because of what they signify. Low angles can show the authority of the performer whilst also highlighting any sexual tension whilst high angles can provide a sense of power and mobility.
• Movement is important as it helps the song keep momentum. Dolly, tracking and panning shots are useful to use. You should be able to justify why the camera isn't moving rather than why it is.
• Shot types suggest a narrative but never tell it in full.
  

Showcasing the Star/Artist:

• Close Ups are integral to the music video the show the artist.
• Actors aid the narrative but are never the star.
• If the music video features a band, the focus is on the lead singer.
• If dancers are used, the dance is never fully choreographed. The dance aids the song and music.

Editing Image & Sound:

• Editing cuts are used on the beat to change the image. Figures also interact with the sound.
• Artists are the main focus and therefore take 'centre stage'.
• Music Videos break down the different elements of the song - eg. editing highlights the beat, mise en scene can often aid the lyrics.
• Close Ups of the artist lip syncing can allow you to focus more on the lyrics.
• Lip syncing sections are essential.

Mise-en-scene:

• The setting is a part of the artist's world. It should reveal something about the artist.
• There are 3 things to consider with setting: the setting itself, the presentation of the setting and what meaning is created. Setting can also help viewers identify genre.
• Setting can serve different functions - social points, artists, status in the community etc. For example, artists are shown in arenas to highlight their success.
• Common Settings - Barren spaces (ie. field, desert, road), stages, empty hallways, classrooms, fashion shows etc.
• There should be at least 2 locations.
• Clothing signifies each person's status in the video. For example. the artist should be the most noticeable whilst supporting actors and dancers should have costumes that support them and the video.

Lady Gaga - Poker Face - Music Video:

Unlike TV & Film, music videos can contain jump cuts as they follow a non-continuity editing system. A Jump cut is featured in the beginning of Lady Gaga's 'Poker Face' music video as the shot changes from a close up to a long shot. This takes place on the count of a beat which highlights the music as a music video should. It also ensures the viewer remains engaged as the video is constantly changing. Editing in a music video should be noticed and this is a prime example of that.

Short takes are used throughout as these also help emphasize the beat as the shot changes in accordance to it's pattern thus showcasing the song. Long takes are only used during the dance sequence as this allows us to fully see the dance and how the moves relate to the song. The various performance sections all share equal screen time as no section of a music video should be dominant and hold the upper hand.
A long shot is used during the performance section by the pool. This emphasizes Lady Gaga's prominence and power as it demonstrates the size of the space and how she is the only one there which therefore, represents her dominance. Close ups are also used throughout - especially in the performance sequences as these allow a video to see her portrayal of the lyrics as well as making Lady Gaga look dominant and powerful and she commands the majority of the space on screen. This is a common convention of cinematography in music videos. During these close ups, Lady Gaga also breaks the fourth wall as she looks directly down the camera whilst she is singing. This engages a connection between the artist and viewer. The viewer is more likely to listen to the lyrics and song which increases their chance of buying it - a music video should sell a song. It should also be noted that the shot types in a music video often hint at a narrative but never tell it full. We see Lady Gaga attend a party to play poker through a long shot but we don't know why, where or when.

The 'Poker Face' music video includes lots of camera movement as this helps the video keep momentum especially as the song is upbeat. A prime example of this is seen during the long shot where Lady Gaga sits on a lounger next to a pool. The camera zooms in and out. This both matches the beat of the song whilst again, also highlighting Lady Gaga as an artist as it focuses our attention on her. The camera also follows the movements of the dance sequence. This emphasizes the moves which makes them more dramatic. Dances should also be used to highlight the song. A dance sequence is never seen in full.

The setting should reveal something about the artist. The setting of this music video is a mansion which we are shown through a long shot as Lady Gaga walks next to a pool. This reveals that she lives a lavish lifestyle which is something she would want us to believe as demonstrated by her elaborate clothing choices. The setting also consists of bright colours as the entire mansion is white and the water in the pool is a vivid blue. This conforms to the pop genre conventions as bright colours should be included.

The clothing of the artist should showcase them whilst the clothing of other actors in the video should not overpower the artist as actors are only used in order to help showcase the artist. This is definitely the case in 'Poker Face' as Lady Gaga is shown in a mid shot to wear a blonde wig whereas everyone else in the video has dark hair. This makes her standout so our attention is focused on her. Lady Gaga's video also often matches the setting such as he blue leotard matching the pool and her silver outfit matches the background which is in shallow focus behind her. This makes the video visually pleasing to a viewer and again the bright colours are suited to the genre.

In conclusion, Lady Gaga's 'Poker Face' music video has shown me that cutting between shots on the beat of the music can be useful in highlighting the song as the changing of shots emphasizes the beat. I can use this in my own music video by using this same technique. This music video has also taught me that close ups and midshots are the two most popular shots as they easily showcase the artist ensuring that your focus is on them. I will make sure that my music video contains plenty of mid shots and close ups. Constant movement is also used throughout this music video to match the momentum of the upbeat song. Again this highlights the song as a music video should and this is something I can do too. Finally, 'Poker Face' demonstrates that the outfit of the artist should be different from those of other people in the video which is why Lady Gaga is the only one with blonde hair. In my own music video, I will ensure the artists outfit is differentiated from other characters.

Plan B - She Said Music Video: 

Actions made by actors in a music video can be used to highlight and showcase the song and Plan B's 'She Said' is a prime example of this. The jury in court are shown to click along to the beat of the song through a mid shot whilst in a close up, the judge also slams their hammer down in time with a beat of the song. It's important for a music video to showcase the song and this does it effectively as we are forced to pay more attention to the music. The purpose of actors within a video are to further highlight the artist and they do this by emphasizing the beat.

The setting of this music video switches mainly between a court room and police interrogation room both which we see through long shots whilst we also see short takes of moments of his relationship with the girl featured in the video. These settings have been chosen as they also highlight the song as the lyrics of the song follow a fairly set narrative and these settings bring that to life. They create a connection between the artist and a viewer as we feel as if we are being let in on one of Plan B's personal experiences which makes us more likely to purchase his music. It also shows us Plan B's status in society. He is represented as being of a working/lower class which as is the majority of society, makes him more relatable as an artist. Costume is also used to showcase the artist. Plan B is shown through a midshot to be wearing a grey suit. The police men either side of him are wearing white shirts which causes him to stand out as the star. It can also be said that all of their costumes are suited to the narrative as it follows a trial in court.

In the interrogation room, we are shown a close up of Plan B singing the lyrics. It's important to have lip syncing sections in music videos as the highlight the song and it's lyrics. It also allows us to see him make an emotional connection with the song. Close ups also demonstrate an artists power and dominance as they are presented to us as filling the majority of the frame which focuses our attention solely on the artist.

Low angles are also used as shown in a midshot. Within the narrative these show his isolation as he is placed upon a 'pedestal' in order to be judged by any one else. As a way of showcasing the artist, they present Plan B as once again, powerful and dominating which boosts his reputation and image as an artist. Short takes are also used throughout this video and the cut takes place on the count of a beat to emphasize the song.

Movement is very important in a video as it helps the video keep up to pace with the song. In the court room scene, a handheld camera is used as this provides the impression that the progression of the court case is being covered and recorded live. It also makes the video more personal which again helps create a relationship between Plan B and the viewer. A handheld camera is also used in a midshot where Plan B makes his way from a car to the court room. Again, he is surrounded by the press and we are made to feel as if we are seeing what the press is recording. The content of the song is very honest and the hand held camera's act as a visual display of this.

In conclusion, Plan B's 'She Said' music video has taught me that the actions of characters within the video can be useful in highlighting the beat. For example, the jury click along. If it is suitable to my song choice and video idea, I can also incorporate movement like this in my music video.This music video has also allowed me to learn about the significance of short takes and long takes. Short takes are more common as they keep the video fast paced - often to match the song - but long takes can be used to hold a prolonged focus on the artist. Again, I can translate what I have learnt here into my own music video. I will use a majority of short takes but long takes will be used on lyrics that are important and possibly should be emphasized more than others.

Team Meeting One

From our team meeting, we have decided to do the genre Pop because we have mutual interests in particular artists of that Genre - these include Taylor Swift and Lorde. We have sampled a variety of clips, to which we have narrowed our favorites down to two. We will now have to finalize our song choice. We have helped do this by discussing potentially video ideas, allowing us to see for which song we could create the most realistic, effective narrative and video. The song choices we have considered are ones we feel we could recreate on screen plausibly, for example Taylor Swift is a blonde, young, female, which is a character we could cast easily.


Music Video Distribution, Production & Exhibition:

The History Of Music Videos: