Wednesday 15 July 2015
Monday 13 July 2015
Little Mix 'Black Magic' - Music Video Application of the Narrative Theories
The narrative of this song amplifies and illustrates the lyrics and meaning of the song. The song is about using magic to essentially charm a boy to get him to like you and this is demonstrated in the video through the use of different characters and props. Initially, the band members are dressed as nerds, connoting that they are playing nerdy characters and their actions show that they are failing to get the boy they want. However, they later find a magic book which helps them change their look and give them powers to help them get the boy. This is an example of how the video illustrates the content of the song. The video amplifies the song because the girls also use their powers to help other nerds, therefore adding to the idea of people asking for their help as the lyrics are 'all the girls on the block knocking at my door' because they have this magic solution.
The video follows the Barthes closed narrative structure as it is clear that the girls started off as nerds who when they found the magic book, found a solution to their problems. The outcome of finding this book is also made clear as the girls get their revenge while making themselves and other nerds popular. This leaves no questions for the audience as it is very clear what has happened throughout the narrative.
Torodov's theory can also be seen in this video. This is because there are three clear events in this music video. The exposition of this video is the introduction to the girls dressed as the unpopular nerds, setting the scene inside a school and highlighting what may be the problems. The exposition is further explained when the girls think the boy is waving at them when in reality he was waving at the popular girl behind them. This clearly emphasises the conflict of the video. The end of this is when the book falls on Jade's head as the equilibrium is disrupted through finding this magic book. The disequilibrium is seen when they sit on the floor with the book, exploring what it has to offer them and how it can help them . The denouement is when the girls end the conflict between the nerds and the popular kids using the magic powers they now posses.
Moreover, the video illustrates some of Propps '7 Spheres of Action' as the band members are clearly the heroines, helping and protecting the nerds who are the Princes and Princesses. The popular students are meant to be the villains as they pick on the less popular students at the school and the book represents the the dispatcher as it gives them the magic powers with act as the helper as it helps the girls defeat the popular students and make the nerds more popular.
Saturday 11 July 2015
Friday 10 July 2015
Thursday 9 July 2015
The Male Gaze - Laura Mulvey
Laura Mulvey 's theory is about the male gaze, in which she states that audiences are forced to view media texts from the perspective of a heterosexual male, regardless of their own gender and sexual orientation. The male gaze is based on sexual desire and the way that women look. Mulevy states that the male gaze is always active while the female gaze is passive.
There are three levels of the male gaze theory: male characters watch the female characters, the camera follows the male character watching the female one and that the audience see the female character from the POV of the mae through the camera.
The use of camera is important in this theory as Mulvey suggests that the camera lingers on the curves of the female body in order to sexualise the woman. This also contributes to the objectification of women, viewing them as objects rather than people, something else that Laura Mulvey picks up on in this theory. This is exhibited through the use of camera control. Certain movements of the camera also help to percieve the woman in an idealistic way.
Mulvey also mentions that events which occur to women are presented as bigger than how a man sees these events. Another thing that is mentioned is that the narrative and mise-en-scene are equally as male orientated as the actual presentation of the female.
Mulvey mentions visual pleasure as part of this theory in which she states that the female in the narrative has two functions, one is to be an erotic object for characters within the narrative and the other is to be an erotic object for the audience to view.
Laura Mulvey's theory links to scopophilia which is that the person gazed at is objectified and treated as an object whose sole value is to be enjoyed or possessed by the voyeur. The voyeur derves sexual pleasure from watching the objectified character who tends to be in the state of undress. This devalues the importance of the person who is being watched as they are viewed solely as a sexual object.
This theory further relates to Goodwin's theory in which he references that a convention of music videos is the frequent reference to notion of looking. This may include looking through a telescope, binoculars or mirrors, however, more often than not, the notion of looking objectifies women and creates a voyeuristic treatment of the female body.
There are three levels of the male gaze theory: male characters watch the female characters, the camera follows the male character watching the female one and that the audience see the female character from the POV of the mae through the camera.
The use of camera is important in this theory as Mulvey suggests that the camera lingers on the curves of the female body in order to sexualise the woman. This also contributes to the objectification of women, viewing them as objects rather than people, something else that Laura Mulvey picks up on in this theory. This is exhibited through the use of camera control. Certain movements of the camera also help to percieve the woman in an idealistic way.
Mulvey also mentions that events which occur to women are presented as bigger than how a man sees these events. Another thing that is mentioned is that the narrative and mise-en-scene are equally as male orientated as the actual presentation of the female.
Mulvey mentions visual pleasure as part of this theory in which she states that the female in the narrative has two functions, one is to be an erotic object for characters within the narrative and the other is to be an erotic object for the audience to view.
Laura Mulvey's theory links to scopophilia which is that the person gazed at is objectified and treated as an object whose sole value is to be enjoyed or possessed by the voyeur. The voyeur derves sexual pleasure from watching the objectified character who tends to be in the state of undress. This devalues the importance of the person who is being watched as they are viewed solely as a sexual object.
This theory further relates to Goodwin's theory in which he references that a convention of music videos is the frequent reference to notion of looking. This may include looking through a telescope, binoculars or mirrors, however, more often than not, the notion of looking objectifies women and creates a voyeuristic treatment of the female body.
Wednesday 8 July 2015
Tuesday 7 July 2015
Music Video Analysis - 'Good Girls' by 5 Seconds of Summer
The establishing shot shows a sign which reads 'Reform School for Bad Girls' which connotes that the video will be set here, in some sort of intitution and that it centres around the idea of changing people's behaviour as it is a 'reform school'. Additionally, there is the diegetic sound of the police siren which symbolises the fact the police are arresting the 'bad girls' and bringing them to this institution. The camera then tilts down to show three police men, each dragging a girl up the stairs. This signifies that this is a sort of prison for girls who behave badly. The clothes that these girls are wearing helps to re-inforce the idea of the video which is clearly changing the bad girls, and making them good. The girls are dressed in a punky way, with short skirts and shorts, dyed hair and cropped tops, emphasising their image as bad girls.
There is a point-of-view shot to show someone looking at a poster of 5SOS dressed in suits and holding string instruments, with the words 'String Quartet' above which signifies that they are 'good boys' which is a countertype as the boys are known for being mischevious and a bit punky. The non-diegetic sound of strings helps to highlight that they are pretending to be a string quartet. This links to Andrew Goodwin's theory of their being a link between the visuals and the lyrics/words and a link between the visuals and music. In this video, the relationship is that the boys are dressed formally, holding string instruments while the string music plays in the background. The principle also says that their 'classical style of music will help sooth the girls', linking to the muisc in the background but also the fact that the boys have these classical instruments.
There is a montage to show what is going on in the school connoting that these are the things that they do to change the girls, transforming them from 'bad girls' into 'good girls'. The diegetic voice over enables the audience to hear the conversation betwen the principle and the boys as he says that at this school, thet 'teach disipline, girls how to sit up straight'. This further connotes that the video takes place in a reform school but also can be seen to conform to hegemony as this is how women are expected to act. Ashton emphasises the narrative of the video as he says that the band is there to make the bad girls good girls,' to which the principle says 'all girls are bad, it's just the good girls haven't been caught yet'. The line said by the principle links to the lyrics of the song which says 'good girls are bad girls that haven't been caught' and is therefore used as an introduction to the song and the concept behind it.
There is a close-up of Michael as he speaks into the megaphone wearing a ripped shirt and earrings. This contrasts to the image previously shown of him, but confromts to the image that the band normally give. This links to Dyer's theory of star image as the band memebers are often shown to be a bit rebellious with tattoos and dyed hair, an image which is enhanced and constructed purposefully. This also therefore links to Negus who suggests that due to this constructed image, the band is a completely synthetic one, however, they do have some organic qualities and the image that they protray was one they held before being signed and is simply enhanced by the record label. There are also several close-ups of the band memebers, identifying them as the stars, therefore linking to Goodwin's idea that there is a deman from this from the record label. Moreover, the clothing worn by the boys in this video is very fashionable, linking to Stewart's idea of references to different sources. This is evdient as the boys are dressed in clothes that keep upto date with the latest fashion trends.
There is cross-cutting between the actions of the girls in their classes and the boy's performace outside. The quick cuts used match the tempo and beat of the music, creating a uptempo feel to the song and the video. This is a convention of a music video as they are always cut to the beat.
The wide-angle shot of the classroom shows a survalence camera which connotes that the girls are being watched and don't realise. This conforms to Goodwin's theory of voyeurism as the cast seem unaware that they are being watched, not only by the staff at this institution but aslo by the audience at home. This shot is very effective as it makes it seem as though the audience are the staff that are watching what is going on. This footage also shows images of what a stereotypical girl should be behave like and therefore conforming to the 'good girl' stereotype.
A mid-shot shows a girl drawing a red X on a piece of paper, pasing it round to her friends. The same symbol can be seen on Michaels shirt as he performs outside. The passing around of the image acts as a symbol of rebellion while carrying an intertextual reference to the boys album which also features this red X. Intertextual references are something predicted by both Goodwin and Stewart and as Stewart says this intertextual reference creates familiarity as the audience will recognise it from the album cover.
There is a a long shot of the girls running down the corridoor, showing them throwing things around and destroying the school. This links to the lyrics as predicted by Goodwin as these girls have become 'good girls' however, at heart they were always bad girls that needed to 'be caught'. The girls run out to where the boys are performing and a wide angle shot shows they girls dancing to the music the band are playing symbolising a concert-like atmopshere. This also links to Dyer's theory as the band are shown not only to be singers but musicians who are able to play instruments too.
There is a point-of-view shot to show someone looking at a poster of 5SOS dressed in suits and holding string instruments, with the words 'String Quartet' above which signifies that they are 'good boys' which is a countertype as the boys are known for being mischevious and a bit punky. The non-diegetic sound of strings helps to highlight that they are pretending to be a string quartet. This links to Andrew Goodwin's theory of their being a link between the visuals and the lyrics/words and a link between the visuals and music. In this video, the relationship is that the boys are dressed formally, holding string instruments while the string music plays in the background. The principle also says that their 'classical style of music will help sooth the girls', linking to the muisc in the background but also the fact that the boys have these classical instruments.
There is a montage to show what is going on in the school connoting that these are the things that they do to change the girls, transforming them from 'bad girls' into 'good girls'. The diegetic voice over enables the audience to hear the conversation betwen the principle and the boys as he says that at this school, thet 'teach disipline, girls how to sit up straight'. This further connotes that the video takes place in a reform school but also can be seen to conform to hegemony as this is how women are expected to act. Ashton emphasises the narrative of the video as he says that the band is there to make the bad girls good girls,' to which the principle says 'all girls are bad, it's just the good girls haven't been caught yet'. The line said by the principle links to the lyrics of the song which says 'good girls are bad girls that haven't been caught' and is therefore used as an introduction to the song and the concept behind it.
There is a close-up of Michael as he speaks into the megaphone wearing a ripped shirt and earrings. This contrasts to the image previously shown of him, but confromts to the image that the band normally give. This links to Dyer's theory of star image as the band memebers are often shown to be a bit rebellious with tattoos and dyed hair, an image which is enhanced and constructed purposefully. This also therefore links to Negus who suggests that due to this constructed image, the band is a completely synthetic one, however, they do have some organic qualities and the image that they protray was one they held before being signed and is simply enhanced by the record label. There are also several close-ups of the band memebers, identifying them as the stars, therefore linking to Goodwin's idea that there is a deman from this from the record label. Moreover, the clothing worn by the boys in this video is very fashionable, linking to Stewart's idea of references to different sources. This is evdient as the boys are dressed in clothes that keep upto date with the latest fashion trends.
There is cross-cutting between the actions of the girls in their classes and the boy's performace outside. The quick cuts used match the tempo and beat of the music, creating a uptempo feel to the song and the video. This is a convention of a music video as they are always cut to the beat.
The wide-angle shot of the classroom shows a survalence camera which connotes that the girls are being watched and don't realise. This conforms to Goodwin's theory of voyeurism as the cast seem unaware that they are being watched, not only by the staff at this institution but aslo by the audience at home. This shot is very effective as it makes it seem as though the audience are the staff that are watching what is going on. This footage also shows images of what a stereotypical girl should be behave like and therefore conforming to the 'good girl' stereotype.
A mid-shot shows a girl drawing a red X on a piece of paper, pasing it round to her friends. The same symbol can be seen on Michaels shirt as he performs outside. The passing around of the image acts as a symbol of rebellion while carrying an intertextual reference to the boys album which also features this red X. Intertextual references are something predicted by both Goodwin and Stewart and as Stewart says this intertextual reference creates familiarity as the audience will recognise it from the album cover.
There is a a long shot of the girls running down the corridoor, showing them throwing things around and destroying the school. This links to the lyrics as predicted by Goodwin as these girls have become 'good girls' however, at heart they were always bad girls that needed to 'be caught'. The girls run out to where the boys are performing and a wide angle shot shows they girls dancing to the music the band are playing symbolising a concert-like atmopshere. This also links to Dyer's theory as the band are shown not only to be singers but musicians who are able to play instruments too.
Monday 6 July 2015
Friday 3 July 2015
Wednesday 1 July 2015
The Importance of Vevo and YouTube
YouTube and Vevo have become increasingly important in the exchange of music videos to the audience and are used by record companies to promote the artist and their video. The number of views a video has on these sites has become an unofficial worldwide popular music chart and labels use these numbers to promote the artist and interact with fans.
VEVO
Vevo has a partnership with Sony Music and Entertainment and Universal Music Group. The site hosts videos on YouTube and use adverts at the start of the video to produce an income. This is beneficial for the music companies as it helps to regulate the distribution of music videos and allows them to make money.
Vevo has apps for many different digital devices which allows access to the content on a mobile platform.
VEVO
Vevo has a partnership with Sony Music and Entertainment and Universal Music Group. The site hosts videos on YouTube and use adverts at the start of the video to produce an income. This is beneficial for the music companies as it helps to regulate the distribution of music videos and allows them to make money.
Vevo has apps for many different digital devices which allows access to the content on a mobile platform.
Organic and Synthetic Approach to Album Covers
ORGANIC APPROACH
SYNTHETIC APPROACH
The band also produced other album covers for various countries in order to boost sales and further profits. Fans would want to buy and have all the different covers which therefore helps the record label make money easily. In addition some of the albums released in different locations had different songs/bonus songs, for example, the UK deluxe edition came with the song 'English Lover Affair' while the American version came with 'Mrs All American'.
This contrasts to George Ezra who although he had a deluxe edition album, the cover was the same, the deluxe version simply had more songs.
This contrasts to George Ezra who although he had a deluxe edition album, the cover was the same, the deluxe version simply had more songs.
Types of Music Videos
There are 3 types of music videos: narrative, concept based and performance based.
Narrative videos contain mostly footage/images in an attempt to tell a story through moving images. These videos may feature actors to help demonstrate the intent. The story told normally links to the lyrics of the song. The music video for Katy Perry's 'The One That Got Away' is a good example. The video tells the story of a couple and what happens throughout the course of their relationship.
A concept based music video is based around a single concept or idea. This tends to be unusual or feature a particular editing/filming technique. 'Californication' by the Red Hot Chili Peppers is an example of this type of video which centres around the concept of a video game.
In a performance based music video, the artist performs the song through the majority/all of the video. An example of this is James Bay 'Hold Back the River' in which Bay stands simply with his guitar and performs his song. This is very effective in allowing the audience to see that he is a musician and that he wants his music to be what speaks for him.
A music video will often combine elements from each of these styles of music video. An example is 5 Seconds of Summer 'Good Girls' which features the band performing but also contains a narrative/concept.
Narrative videos contain mostly footage/images in an attempt to tell a story through moving images. These videos may feature actors to help demonstrate the intent. The story told normally links to the lyrics of the song. The music video for Katy Perry's 'The One That Got Away' is a good example. The video tells the story of a couple and what happens throughout the course of their relationship.
A concept based music video is based around a single concept or idea. This tends to be unusual or feature a particular editing/filming technique. 'Californication' by the Red Hot Chili Peppers is an example of this type of video which centres around the concept of a video game.
A music video will often combine elements from each of these styles of music video. An example is 5 Seconds of Summer 'Good Girls' which features the band performing but also contains a narrative/concept.
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