Wednesday, 23 April 2014
Tuesday, 22 April 2014
Sunday, 20 April 2014
Evaluation Question 4
New media technologies have been used to advance the level of work produced, research collected, and planning gathered. Many mediums have been used along this A2 course, all have been used effectively and correctly to deliver the best results.
Research:
In the research stage, i have used all the technologies availble to myself. i have used both my iPad and my phone to research my artist and other artists through the internet to gather enough data to being to produce my music video, digipak and advert. I have also used my iPad to caputre photography for my advert and edited through iPhoto. I used both an iMac and my iPad to blogger many of the posts i have created, i have used the software of blogger extensively to produce much of the content i have. I have used survey monkey, and a HD digital camera to collect audience feedback and ideas through vox pops to gain audience preferences which therefore will help our music video become sucessful, and surveys aswell as the old fashion face to face collecting verbal feedback and colletcing the results through pen and paper in note form. I have used Youtube to not only post videos i have created to extract them onto my blog but also to view videos of my artist and other artists to research them further and show the content on my blog.
Planning:
The planning used the format of both traditonal and new medias. pencil and paper was used to create the storyboard, and a camera was used to display storyboard in the form of a picture. With the planning sheets I created it was easier to use Microsoft Word. This is due to the fact that Microsoft Word is the most widespread text orientated software, allowing you to produce tables, spreadsheets amoung other things. This means that Word is compatible with all computers and has been developed over many years to create the most user friendly interface possible therefore making it quicker and more simple and easy to display the work on blogger. Also the brainstorm was done on paper, this was due to the fact that I wanted some variation between old and new technologies as I feel that traditional techniques can still play a part in modern ways of interpreting data.
Production:
software such as photoshop and final cut express were used to create both the digipak, advert and the music video. In the production of the music video was done through Final Cut Express, this allowed me to appply filters and slide tranistions to effectively have flow throughout and eliminate and footage that wasnt going to be used, the cut tool made the avaliblity to differeniate from raw footage and the final footage. photoshop was used to apply filters and construct the advert and digipak effectively, also allowing me to apply text to the images and icons and logos to make the digipak and advert appear as professional as possible.
Evaluation Question 3
I have used audience feedback to correctly produce a product that serves the right purpose and attracts the audience. Audience feedback has been a important part in the production of all the products and it was important to follow audience feedback as it helps to fairly reflect the artist of the song, and also helps to promote the artist but still attract the a audience that would continue to follow and purchase the artists other products, the main function of the products is to get the audience to buy from the artist and there is no better way of doing that than using the audiences expectations to attract them to buy.
Survey monkey was used to collect the necessary information from our target audience, thier likes and expectations were reflected through the survey. I created a survey that could give an idea what audiences are listening to right now. The questions featured; What is your gender?, How old are you?, What is your favourite genre(s) of music?, What is your favourite music video of all time?, Why do you like this particular music video?, If you are watching a music video, what would appeal to you? and Finally what is the most memorable thing you have seen in a music video?
The results showed a clear correlation to what would be needed to make an successful music video within the genre i was working in, this allowed me to produce my music video, digipak and advert. After creating the survey, the next step was to interoperate the data. The data showed that 75% (to the nearest fifth) of the 122 people who took the survey were males. This may cause the problem of a baised survey however the genre and artist appeal to male views greater than female views, which made the survey still relevant. The final product would indefinately present context that is appealable to a male auidence. examples of how the content was aimed to the male audience was through the presence of alchol, recognisable male fashion, a youthplaying football in the street and the protagonist playing guitar. this can be associated with a large amount of young/teenage boys especially if they grew up in less privileged area of the UK (referring to being "Stuck In The Ghetto").
Also the majoirty of the feedback was delivered by 10-19 year olds. This is due to the fact that 66.67% of the people who took part in the survey were within this age bracket. This positively correlated with the types of genres that were selected on question 3. Genres that are more affiliated with "the younger generation"
Feedback was also gathered through the viewing and comments system on YouTube. The comments system works when an video is uploaded onto YouTube and Google+ members can post their thoughts and debate between eachother. The viewing system is operated when the link to the video is clicked, therefore taking you to the main video page, this will count as one view. Views on a video can determine popularity e.t.c.
However using YouTube to gain audience feedback for a music video that has had no real mass publication is very difficult, there are 100,000's of music videos on YouTube and this therefore makes it extremely difficult to find the video via the website search engine. Also someone of a unintended audience may comment and the feedback may become irrelevant as it is not intened to this audience.
Possible improvements:
For the audience feedback process of making and evaluating my music video, improvements could be made. Looking back on the process, I feel that the questions I used for my survey may of been time consuming. This is due to the fact that the last 4 questions of my survey were written answers questions this therefore could deter some people who are thinking of doing the survey. In addition to that the use of YouTube could of been improved, with better publication I feel that YouTube could of played a bigger part in the conduction of research.
In conclusion, the effectiveness of the feedback was helped as it made a difference to the production path i would take, variables had been taken out and placed in to extend the appeal to the intended audience. With the use of various methods the ability to mould your video into something that is either appealing to the masses or to a niche auidence is very achievable if accurate and reliable data is extracted, which i feel i had and allowed me to produce a successful advert, digipak and music video.
Evaluation Question 2
Our music video consists of a narrative of young man who is struggling in a society that appears to be against him, he is educated but he lives in a society that is pessimistic, he looks for a break or an escape that isn't there. that is both the narrative of the song and music video. I aimed to fairly reflect this entrapment of the protagonist by society through how we capture the protagonist within his immediate surroundings.
Process:
Advert
I reflected the music video into the advert through the way the location reflects the "ghetto"atmosphere, there is a block of flats in the background and poorly cared for garages which advocate the harshness of the area and the ghetto feel of the area, the area itself is poorly maintained matching the expectation of a ghetto, I also took a direct location that featured in the music video to keep consistency throughout. I deliberately chose to feature the protagonist in well kept clothes as he is an educated man but he struggles to escape, he isn't dressed in a suit as he isn't that well off. In terms of composition, the protagonist is positioned to the far right, looking into the atmosphere, showing how he is over ruled by the ghetto, he looks deeply into what consumes him, showing both his love for the ghetto but his passion to escape, through this I show how the ghetto is far greater forcing a struggle on the protagonist. I washed out the colour of the image and created a deeper shadow to create a 'noir' feel to the image making it feel as if you were in a ghetto, and I was creating an atmosphere the protagonist was feeling. This makes the raw content of the advert effective along side our other products as it is a direct extract from the music video, keeping and maintaining a high level of consistency.
Digipak
A direct link between the digipak, advert and the music video can be seen through the images contained in the digipak. The digipaks cover is the same as the advert, to keep both consistency and to make our product recognisable, assisting our audience into buying our product, the cover of the digipak is the same as the advert to further make our product easy to spot, within the digipak, there is a combination of extracts from the music video that are photogenic and independent images to bring a new variation to the digipak, as other albums use this technique, it appeals to an audience to have both new and old, within a digipak. the images extracted are all used to advocate the message of the music video, the location of the images show the ghetto at its most exaggerated that we could attain, and the protagonist was captured in a way to show his isolation, and was captured in poses and positions that advocated his entrapment, through facial expression the audience can see the struggle, determined but contained against his will.
Altogether all three products come together to fairly advocate the same message and product. there is no difference in who i attempt to appeal, it is always consistent and this is achieved through maintaining the style of images and extracts from the original music video, in keeping the same house style, it is easily recognisable and marketed correctly. Each of the products alone meet the requirements that are required to serve purpose, none divert from the main objective, the advert attracts our intended auidence, the digipak attracts our audience both through memorable images, housestyle and also refelcting the artist in a creative way, and the music video keeps the audience entertained and wanting to watch more, it advocates the song and gives a fair reflection of our artist
Process:
Advert
I reflected the music video into the advert through the way the location reflects the "ghetto"atmosphere, there is a block of flats in the background and poorly cared for garages which advocate the harshness of the area and the ghetto feel of the area, the area itself is poorly maintained matching the expectation of a ghetto, I also took a direct location that featured in the music video to keep consistency throughout. I deliberately chose to feature the protagonist in well kept clothes as he is an educated man but he struggles to escape, he isn't dressed in a suit as he isn't that well off. In terms of composition, the protagonist is positioned to the far right, looking into the atmosphere, showing how he is over ruled by the ghetto, he looks deeply into what consumes him, showing both his love for the ghetto but his passion to escape, through this I show how the ghetto is far greater forcing a struggle on the protagonist. I washed out the colour of the image and created a deeper shadow to create a 'noir' feel to the image making it feel as if you were in a ghetto, and I was creating an atmosphere the protagonist was feeling. This makes the raw content of the advert effective along side our other products as it is a direct extract from the music video, keeping and maintaining a high level of consistency.
Digipak
A direct link between the digipak, advert and the music video can be seen through the images contained in the digipak. The digipaks cover is the same as the advert, to keep both consistency and to make our product recognisable, assisting our audience into buying our product, the cover of the digipak is the same as the advert to further make our product easy to spot, within the digipak, there is a combination of extracts from the music video that are photogenic and independent images to bring a new variation to the digipak, as other albums use this technique, it appeals to an audience to have both new and old, within a digipak. the images extracted are all used to advocate the message of the music video, the location of the images show the ghetto at its most exaggerated that we could attain, and the protagonist was captured in a way to show his isolation, and was captured in poses and positions that advocated his entrapment, through facial expression the audience can see the struggle, determined but contained against his will.
Altogether all three products come together to fairly advocate the same message and product. there is no difference in who i attempt to appeal, it is always consistent and this is achieved through maintaining the style of images and extracts from the original music video, in keeping the same house style, it is easily recognisable and marketed correctly. Each of the products alone meet the requirements that are required to serve purpose, none divert from the main objective, the advert attracts our intended auidence, the digipak attracts our audience both through memorable images, housestyle and also refelcting the artist in a creative way, and the music video keeps the audience entertained and wanting to watch more, it advocates the song and gives a fair reflection of our artist
Evaluation Question 1
Theories of narratives are not uncommon in the media world, and with my music video "Stuck In The Ghetto" Tzvetan Todorov's theory which states that a media text has a equilibrium then involves a disruption, a resolution into a new equilibrium. This theory cannot be applied to my music video as it only documents a problem that is always unresloved, the music video lists continued problems, the equilibrium in sense, is a problem, even though it is paradoxal, there Todorov's theory is cancelled. In addition to this my text is ploysemic, the dominant/prefered reading of the video is the struggle of a young man, trapped within his hostile community, where life is a struggle, everbody is continuosly struggling, however, the oppositional reading is that the protagonist is better off than most, able to visit his friends whiles others work and indulges in alcohol without worry, and is probably claiming of the government, a similar reading to that of the tv series "benefits street", but less engaging.
Also Vladimir Propp's character roles also do not apply to the music video as there are only two characters throughout the video, there is only a protagonist. The music video follows the narrative of the protagonist, with only a glimpse of another character who has a minimalist role in the music video.
Binary opposites is the theory produced by Claude Levi-Strauss, he theorised that media texts can be put together through conventions such as gender stereotypes and religious beliefs. He classified two types of characters, dominant and subordinate. the dominant reading includes: Male, White,
Middle classed, Middle aged,
Hetrosexual, and Able-boddied, and the Subordinate reading is: Female, Other ethnic groups, Working class,
The young, old, Homosexual, bisexual, Disabled. This applies to
Furthermore the narrative and performance of the video is a key feature. The narrative is a young man struggling on a day to day basis, which many people can relate to. It reveals him performing to the camera, expressing his betrayal and sadness at the world the character lives in, with reference to not being able to get a job, even though he has a degree. The performance by the actor in the video shows passion yet does not overwhelm the video so much so that the mellow mood is still kept.
The "star image" is the only sub-convention that is not highlighted in my music video. The actor is hiding away from the lime light rather the showing the viewer his claim to stardom. This is due to the fact that this ties into the genre of the song, most soul singers/artists are soft people, with a warm heart. If star image theory was not displayed in a pop or rap music video, it would seem more odd.
"Stuck In The Ghetto" visuals are constantly relating to the songs lyrics, the lyrics of the song automatically drove us to come up with the idea that we did because the lyrics are so meaningful therefore we thought we could elaborate on the lyrics via a music video. With constant reference to lyrics such as:
Friday, 4 April 2014
What Makes A Music Video
The purpose of a music video is:
This is done via a few methods, one way is by looking at video viewing websites such as YouTube and Vimeo. The number of views often positively correlates with how commercially successful a video has become. In addition to that, a video might make the song more popular even if the actual song has been out for a long period of time, one example of this the Harlem Shake, the actual backing tune of the song has been around for nearly 15 years yet it has only recently become successful due to the cross media convergence of recent times allowing to post insane videos all over the internet.
Other ways a music video might implicate on a songs success is via CD sales and Downloads because these are the main import of income from a commercially successful song.
- To promote a band/artist/performer
- Increase awareness, therefore increasing customers/listeners, therefore increasing sales, therefore increasing revenue
- To illustrate a song or add visual reference e.g. "Eminem - Stan"
- Add/show the performers raw emotions e.g, "Sinead O'Connor - Nothing Compares 2U"
- Product placement, one modernday example of this Dr Dre (Beats by Dre) a audio company created by Dr Dre, the products are scattered are music videos from artist such as Will-I-Am, Juicy J and Drake.
- To raise audience awareness, one example of this is the Spice Girls. Before the release of Wanna Be in November 1996 the Spice Girls were not very well known, in their case, the video was a success overnight launching them to stardom.
- Music videos can be a form of creative, risk taking media. With artists such as Lady Gaga with her extravagant videos for "Telephone" and "Starstuck" the music video has allowed her to create her own persona. Music videos are very good at being able to show off an artists individuality therefore making it good way of marketing and this will inevitability increase sales.
This is done via a few methods, one way is by looking at video viewing websites such as YouTube and Vimeo. The number of views often positively correlates with how commercially successful a video has become. In addition to that, a video might make the song more popular even if the actual song has been out for a long period of time, one example of this the Harlem Shake, the actual backing tune of the song has been around for nearly 15 years yet it has only recently become successful due to the cross media convergence of recent times allowing to post insane videos all over the internet.
Other ways a music video might implicate on a songs success is via CD sales and Downloads because these are the main import of income from a commercially successful song.
Production Process
Planning:
During the planning process, one will depict elements and feautres of a music video that will be soild to the production, other areas will be more dilute and avalible for alteration. Also during planning you will find the good ideas from the bad therefore making it able to create a music video of real quality. In addition to this, the planning process will help the construction take place with hassle as the vision and core content is there, it will just be a matter of adding small parts, variables such as location, shot list, schedule, animatic make all of this easier.
Filming:
The filming is the capturing of shots that will be incorporated into the music video. The planning process would have given a correlation between the planning and shooting. Certain days (where the weather is good) filming will commence and hopefully go smoothly. Whilst filming certain things could go wrong such as missing equipment to bad weather. These things need to be taken into account when you are at the filming stage, this means that time is off the essence, and this therefore makes the planning process seem even more important.
Editing:
The Editing process is the most important, it is the make or break stage of any music video as it gives a producer the avaliblitiy of a music video to look and feel professional, it will allow for a perfect finish, taking mediocor or amatuer shots and translating the piece into something far greater.. All the footage that is captured will be imported into editting software such as After Effects or Final Cut Express. This is where you are able to sequence your shots and sync your music to the video, bringing the creation to life. The editing process will allow the user to add filters such as sepia and add effects such as blurs.
Presenting
The presenting process has evolved in recent years, with the introduction of social media to the mass population the accessibility of the music video has increased dramatically, With social media sites such as YouTube (Google+), Vimeo, Instagram video, Facebook and Vine your video can be presented to everyone. For the music videos in A2 media, YouTube has been used as the set media site in order to view videos, this is due to the fact that its the most widespread used video sharing format on the internet allowing us to reach to a wider audience therefore giving us more intelligent and balanced feedback.
During the planning process, one will depict elements and feautres of a music video that will be soild to the production, other areas will be more dilute and avalible for alteration. Also during planning you will find the good ideas from the bad therefore making it able to create a music video of real quality. In addition to this, the planning process will help the construction take place with hassle as the vision and core content is there, it will just be a matter of adding small parts, variables such as location, shot list, schedule, animatic make all of this easier.
Filming:
The filming is the capturing of shots that will be incorporated into the music video. The planning process would have given a correlation between the planning and shooting. Certain days (where the weather is good) filming will commence and hopefully go smoothly. Whilst filming certain things could go wrong such as missing equipment to bad weather. These things need to be taken into account when you are at the filming stage, this means that time is off the essence, and this therefore makes the planning process seem even more important.
Editing:
The Editing process is the most important, it is the make or break stage of any music video as it gives a producer the avaliblitiy of a music video to look and feel professional, it will allow for a perfect finish, taking mediocor or amatuer shots and translating the piece into something far greater.. All the footage that is captured will be imported into editting software such as After Effects or Final Cut Express. This is where you are able to sequence your shots and sync your music to the video, bringing the creation to life. The editing process will allow the user to add filters such as sepia and add effects such as blurs.
Presenting
The presenting process has evolved in recent years, with the introduction of social media to the mass population the accessibility of the music video has increased dramatically, With social media sites such as YouTube (Google+), Vimeo, Instagram video, Facebook and Vine your video can be presented to everyone. For the music videos in A2 media, YouTube has been used as the set media site in order to view videos, this is due to the fact that its the most widespread used video sharing format on the internet allowing us to reach to a wider audience therefore giving us more intelligent and balanced feedback.
Music Video Process 2
Director - Alex Southam
He is less keen commericals as they allow for less creative freedom, they may pay more but he believes that creativity is key. Southam also uses Vimeo to showcase his videos, Vimeo is becoming an increasingly important platform to show videos as its perceived to have a "higher status" then you tube, this giving his videos that more up market appeal.
His breakthrough video was "Tessellate by Alt J"
- Freelances for OB Management
- Trained as a lawyer but decided to go in a new direction and work in film
- Began making music videos to learn about the trade
- Camera
- Lighting
- Editing
He is less keen commericals as they allow for less creative freedom, they may pay more but he believes that creativity is key. Southam also uses Vimeo to showcase his videos, Vimeo is becoming an increasingly important platform to show videos as its perceived to have a "higher status" then you tube, this giving his videos that more up market appeal.
His breakthrough video was "Tessellate by Alt J"
- Budget: £10,000
- 1 day to shoot
- Large cast
- Special effects - Used "Adobe After Effects"
Music Video Process
OB Management: http://obmanagement.co.uk/about
There role is to work as agents for directors, their company slogan "We represent directors" gives a clear indication that they are in close ties with many top directors of music videos and advertising. They also take part in fashionshoots and videos and recently done work for Thomas Burberry when releasing their 2013 winter collection.
OB Managements role in music videos include picking a specific director to a specific genre or type of music, e.g. Emil Nava is more suited to Pop/Urban genres of music therefore this leads him to be directing for artists such as Rita Ora and Jessie J. They also work with record labels to ensure that the music videos that their directors are taking on are suitable e.g is the single going to be a success, what the financial projections are, what the market for the music video is etc.
Some of the companies OB have collaborated with are:
: http://obmanagement.co.uk/aboutThere role is to work as agents for directors, their company slogan "We represent directors" gives a clear indication that they are in close ties with many top directors of music videos and advertising. They also take part in fashion
shoots and videos and recently done work for Thomas Burberry when releasing their 2013 winter collection.OB Managements role in music videos include picking a specific director to a specific genre or type of music, e.g. Emil Nava is more suited to Pop/Urban genres of music therefore this leads him to be directing for artists such as Rita Ora and Jessie J. They also work with record labels to ensure that the music videos that their directors are taking on are suitable e.g is the single going to be a success, what the financial projections are, what the market for the music video is etc.Some of the companies OB have collaborated with are:
- Pulse Films
- Rocket
- Agile Films
- Friends
- Wonda
Wednesday, 2 April 2014
Genre Theory
Definition of Genre is kind, sort, or class, from this an audience can depict what will be contained within a piece of text. genres have characteristic features that are known to and recognised by audiences, this formula is reused and reproduced continuously.
Audiences and genres: why do audiences find genres satisfying?
audiences develop an understanding that certain expectations may be fulfilled and may find pleasure in predicting what will happen next.
Audiences recognise the key elements or conventions of a genre and respond accordingly, these elements are called paradigms, for example within a music video, a music video will contain paradigms such as lip syncing, instruments, dance, and scenic views, within my music video there are lip syncs, instruments and scenic views.
Two types of paradigms have been identified within texts genres: these are Iconographic and Structural.
Iconographic paradigms consists of signs and symbols, i.e, the costume, props and setting within a western. in my music video things such as guitars, alcohol and urban location are iconographic to my music video.
Structural paradigms are the ways a text is put together and the shape it takes and how structures in the text deal with issues such as ideology and gender, e.g, how gender is represented in a rom-com, in my music video it is how the protagonist is portrayed, being weakened by the situation, making the audience see that the protagonist is heartfelt, sincere and passionate, these are the structural paradigms that are present in my music video.
Genres tend to become overused and Christian Metz discovered in essence the life cycle of a genre, characterised into four phases; the initial phase (first of its kind), the classical phase (the peak film of the genre), the declining phase (the decline in appeal), the parody phase (the film created to mock the genre).
Institutions and producers use genre of generic narratives depend on a certain amount of immediate communication with the audience, they want the narrative to be easily comprehensible, genres that use key components that are easily recognisable are particularly important.
Audience know what to expect from a genre but at the same time want some variations to prevent dissatisfaction and even boredom, thus any text in genre
Audiences and genres: why do audiences find genres satisfying?
audiences develop an understanding that certain expectations may be fulfilled and may find pleasure in predicting what will happen next.
Audiences recognise the key elements or conventions of a genre and respond accordingly, these elements are called paradigms, for example within a music video, a music video will contain paradigms such as lip syncing, instruments, dance, and scenic views, within my music video there are lip syncs, instruments and scenic views.
Two types of paradigms have been identified within texts genres: these are Iconographic and Structural.
Iconographic paradigms consists of signs and symbols, i.e, the costume, props and setting within a western. in my music video things such as guitars, alcohol and urban location are iconographic to my music video.
Structural paradigms are the ways a text is put together and the shape it takes and how structures in the text deal with issues such as ideology and gender, e.g, how gender is represented in a rom-com, in my music video it is how the protagonist is portrayed, being weakened by the situation, making the audience see that the protagonist is heartfelt, sincere and passionate, these are the structural paradigms that are present in my music video.
Genres tend to become overused and Christian Metz discovered in essence the life cycle of a genre, characterised into four phases; the initial phase (first of its kind), the classical phase (the peak film of the genre), the declining phase (the decline in appeal), the parody phase (the film created to mock the genre).
Institutions and producers use genre of generic narratives depend on a certain amount of immediate communication with the audience, they want the narrative to be easily comprehensible, genres that use key components that are easily recognisable are particularly important.
Audience know what to expect from a genre but at the same time want some variations to prevent dissatisfaction and even boredom, thus any text in genre
Friday, 21 March 2014
Wednesday, 19 March 2014
Reception Theory
This theory, constructed by Stuart Hall, takes the Effects model and Uses and Gratification model to eliminate their problems to give a new theory, the Reception Theory. This theory believes that a text is encoded by a its producer and then decoded by an audience. the theory is based on the concept that there is no single meaning for any media text. it focuses on what the audience interprets, but this isn't always the anticipated response, variables such as age, gender, social status can effect the interpretation of the intended message and can sway them from a correct decode. in some instances an audience will either fail to completely understand a message or reject the message.
Stuart Hall categorised the responses into three variables being; Dominant or Preferred, Negotiable, and Oppositional.
Dominant or Preferred - this is the response the producer intends for an audience to have.
Negotiable - This interpretation means the audience partly understands but doesn't comprehend fully
Oppositional - This reading of the text is directly opposed to the intended message, and there is a clear confusion.
Taking this theory and applying it to my music video would consist of responses like...
Dominant or Preferred - an audience would read that the text consists of a struggling man, who is lonely but feels a level of compassion towards
Stuart Hall categorised the responses into three variables being; Dominant or Preferred, Negotiable, and Oppositional.
Dominant or Preferred - this is the response the producer intends for an audience to have.
Negotiable - This interpretation means the audience partly understands but doesn't comprehend fully
Oppositional - This reading of the text is directly opposed to the intended message, and there is a clear confusion.
Taking this theory and applying it to my music video would consist of responses like...
Dominant or Preferred - an audience would read that the text consists of a struggling man, who is lonely but feels a level of compassion towards
Tuesday, 18 March 2014
Two Step Flow Theory
the two step flow theory consists of a more refined approach to the effects model and the hypodermic model, rather than the audience receiving a text directly, an audience consumes in two parts. this theory states that media effects are indirectly established through the personal influence of opinion leaders, the majority of people receive much of their information, and are influenced by the media second hand, through the personal influence opinion leaders.
A great example of this theory is twitter, many famous people post issues and opinions and many people digest these theories as their own, the more people that jump on the bandwagon the more the opinion is exposed and consumed by audiences.
Taking into account our own music video, for it to be successful in this theory, it would have to be published through a well known user, who would produce our music video to the masses, the more people that view the music video, the more successful it would become as it reaches a higher profile.
A great example of this theory is twitter, many famous people post issues and opinions and many people digest these theories as their own, the more people that jump on the bandwagon the more the opinion is exposed and consumed by audiences.
Taking into account our own music video, for it to be successful in this theory, it would have to be published through a well known user, who would produce our music video to the masses, the more people that view the music video, the more successful it would become as it reaches a higher profile.
Wednesday, 12 March 2014
Tuesday, 11 March 2014
The Effects Model
What it is?
The effects model is a theory that believes that depending on what an audience consumes will have a direct and linear impact on the actions and behaviours of the individual subject. The Effects theory does not allow for differences in specific cases, it is an absolute theory and applies to everyone. The audience is intrinsically passive, the dominant is the text that they are consuming, one can differentiate this theory as being somewhat like brainwashing. All power is contained within the message that is delivered. The model is also known as the hypodermic model. The hypodermic model argues that the messages that are converted to the audience "is injected into the audience by a powerful syringe-like media" and the audience is powerless to "resist". Therefore this theory is also seen like a drug upon the audience, thus it can be seen that the audience is somewhat drugged, addicted and doped into believing and acting out the message received.
How It Works?
The Frankfurt School presents key evidence to the strength of this theory, "they theorised in the 1920's and 30's that the mass media act to restrict and control audiences to the benefit of corporate capitalism and governments"
The Bobo Doll experiment is a very controversial piece of research that apparently proved that children copy violent behaviour. this is a controversial piece of evidence that sparks much debate as to the reliability of this case.
Where Can It Be Seen?
The effects model contributes to moral panics where by "an intense feeling expressed in a population about an issue that appears to threaten the social order" according to Stanley Cohen, a moral panic occurs when "a condition, episode, person or group of people emerges to become defined as a threat to societal values and interests". The media have long operated as agents of moral indignation. Simply reporting the facts can be enough to generate concern, anxiety or panic. The theory can be applied to advertisements, they present an memorable message and thus makes an audience go and by a product, they are inclined to remember and even purchase the product an example of this can be seen with the "Go Compare" advert, the message is clear and rememberable to the extent you become annoyed by it... but it works!
The effects model is a theory that believes that depending on what an audience consumes will have a direct and linear impact on the actions and behaviours of the individual subject. The Effects theory does not allow for differences in specific cases, it is an absolute theory and applies to everyone. The audience is intrinsically passive, the dominant is the text that they are consuming, one can differentiate this theory as being somewhat like brainwashing. All power is contained within the message that is delivered. The model is also known as the hypodermic model. The hypodermic model argues that the messages that are converted to the audience "is injected into the audience by a powerful syringe-like media" and the audience is powerless to "resist". Therefore this theory is also seen like a drug upon the audience, thus it can be seen that the audience is somewhat drugged, addicted and doped into believing and acting out the message received.
How It Works?
The Frankfurt School presents key evidence to the strength of this theory, "they theorised in the 1920's and 30's that the mass media act to restrict and control audiences to the benefit of corporate capitalism and governments"
The Bobo Doll experiment is a very controversial piece of research that apparently proved that children copy violent behaviour. this is a controversial piece of evidence that sparks much debate as to the reliability of this case.
Where Can It Be Seen?
The effects model contributes to moral panics where by "an intense feeling expressed in a population about an issue that appears to threaten the social order" according to Stanley Cohen, a moral panic occurs when "a condition, episode, person or group of people emerges to become defined as a threat to societal values and interests". The media have long operated as agents of moral indignation. Simply reporting the facts can be enough to generate concern, anxiety or panic. The theory can be applied to advertisements, they present an memorable message and thus makes an audience go and by a product, they are inclined to remember and even purchase the product an example of this can be seen with the "Go Compare" advert, the message is clear and rememberable to the extent you become annoyed by it... but it works!
Friday, 21 February 2014
Friday, 14 February 2014
Nothing Compares To You - Sinead O'connor
Nothing compares to you was originally writen by prince for one of his projects called The Family. It was later made famous by the artist Sinead oconnor in her second studio album called I do not want what I haven't got. This became a world wide hit in 1990.
The opening lyrics assumedly establish that this song is about a heart-broken harrowing tale of love and the loss over it. The genre of the track, alternative pop, is portrayed much slower and more meaningful than other pop songs. For example, Adele's "Rolling in the Deep" - this track also has an emotional meanings attached to the lyrics, but the drumbeat throughout the track and quick edits of cuts between clips take away the emotional aspect of Adele's music video and transforms it into something else - a track which could be danced to in a lively manner.
The opening shot can represent how Sinéad is by herself, in the wilderness all alone and unloved by the wild, cold chilly surroundings within the mise-en-scene as she is seen alone, with no one around her for comfort.
The close up of Sinéad's face between 1:15 to 1:20 has an emotional and meaningful relationship with the audience consuming the music video. Between 1:15 and 1:20 is the main lyric(s) of the chorus: "Nothing compares to you". Sinéad expresses the lyrics by making the audience relate to her story, as in each and every chorus, as soon as she sings the lyric "you", it's as if she is connecting with the viewer - the viewer is the one who she is singing about, she's singing to you and not for you as a way of entertainment and pleasure to listen to.
The opening lyrics assumedly establish that this song is about a heart-broken harrowing tale of love and the loss over it. The genre of the track, alternative pop, is portrayed much slower and more meaningful than other pop songs. For example, Adele's "Rolling in the Deep" - this track also has an emotional meanings attached to the lyrics, but the drumbeat throughout the track and quick edits of cuts between clips take away the emotional aspect of Adele's music video and transforms it into something else - a track which could be danced to in a lively manner.
The opening shot can represent how Sinéad is by herself, in the wilderness all alone and unloved by the wild, cold chilly surroundings within the mise-en-scene as she is seen alone, with no one around her for comfort.
The close up of Sinéad's face between 1:15 to 1:20 has an emotional and meaningful relationship with the audience consuming the music video. Between 1:15 and 1:20 is the main lyric(s) of the chorus: "Nothing compares to you". Sinéad expresses the lyrics by making the audience relate to her story, as in each and every chorus, as soon as she sings the lyric "you", it's as if she is connecting with the viewer - the viewer is the one who she is singing about, she's singing to you and not for you as a way of entertainment and pleasure to listen to.
The camera then cuts to an autumn setting with leafs falling onto the ground with Sinéad fading out to around a 50% opacity within the mise-en-scene to still remain visible to the viewer. The leafs falling to the ground could represent how at this point the music video changes emotionally and in musical pitch as the track is approaching the first half of the middle section within the song where Sinéad starts to "yell-out" towards the viewer, expressing her emotions more frequently by looking into the eyes of the consumer.
The falling lefts could also represent how what was, has now been lost. Leafs falling from trees are dying and will be replaced during the Summer due to the cold bitterness of the approaching winter season - a cold and chilling season, one which some may not like to spend alone.
Why Vox Pops
Vox Pops are where opinions are gathered via video from the general public. They are useful in determing peoples views on a certain subject that may effect or have some relation to their life, this is the case with our music video. We set out to find out what music videos mean to certain people.
Wednesday, 5 February 2014
Tuesday, 4 February 2014
Tuesday, 28 January 2014
Stereotypes in Music
A stereotype is a typical view on a group of people. There are many different stereotypes used and represented in pop videos. This includes stereotypes for black men and women.
Black men.
Black men were viewed to be wearing gold chains around their necks and in music videos with flash cars and baggy clothes with women surrounding them. The expensive jewellery would be to show off their money and the women would be to show how irresistable they are to women.
Black women.
Black women are portrayed in a very sexual way in music videos dancing sexually for example twerking like in Miley Cyrus' video or Lily Allen. Also, they are usually wearing very little clothing and are expected to have big boobs and big hair.
There was a newspaper article by Ikamara Larasi a black female ages 24 who disagrees with the way black women are portrayed in music videos which are seen by young children who may imitate them. In the article she says people must assume that she is from East London and and is carefully managing her urge to twerk all the time; she probably smokes, comes from a broken home and is a homophobic. She exclaims that these assumptions are racist and so are the use of black men and women in music videos being violent and the use of crime. She is part of Rewind&Reframe, a group challenging the content of music videos.
Black men.
Black men were viewed to be wearing gold chains around their necks and in music videos with flash cars and baggy clothes with women surrounding them. The expensive jewellery would be to show off their money and the women would be to show how irresistable they are to women.
Black women.
Black women are portrayed in a very sexual way in music videos dancing sexually for example twerking like in Miley Cyrus' video or Lily Allen. Also, they are usually wearing very little clothing and are expected to have big boobs and big hair.
There was a newspaper article by Ikamara Larasi a black female ages 24 who disagrees with the way black women are portrayed in music videos which are seen by young children who may imitate them. In the article she says people must assume that she is from East London and and is carefully managing her urge to twerk all the time; she probably smokes, comes from a broken home and is a homophobic. She exclaims that these assumptions are racist and so are the use of black men and women in music videos being violent and the use of crime. She is part of Rewind&Reframe, a group challenging the content of music videos.
Wednesday, 15 January 2014
Tony Henry Audience
Tony Henry is an artist who targets the youth, and the younger generations, that ranges between 15-25, this can be seen through his lyrics and calibrations with Chamillionare, a rap artist, conventionally targeting the youth, an iconic artist that fulfils the american gangster/rapper stereotype
Michael Jackson - Album Art
Michael Jacksons Album covers through the Years
This was Michael Jackson's first album cover, in the late 70's. Michael Jackson was typically a soul and disco artist at this time and the album cover reflects this, wearing a suit with a bow tie, and a big diva afro in front of a brick wall, is somewhat groovy, reflecting the boogie aspect to his music.
Tony Henry CopyRight
Copyright is a legal concept which grants the creator of original work exclusive rights to its use and distribution. This is the 'right to copy' but also gives the creator the right to be credited for the work to determine who may benefit from the work and the complete rights to this work. This is why I have contacted my artist and he has given permission for me to use his music for my music video.
Tuesday, 14 January 2014
Creating Our Digipak
In order to create our digipak we needed to take photos that reflect our music video throughout it. in order to do this we have to have the scenery of the music video parallel to our photos to give the same atmosphere as the video. the primary link between the two is location, fundamentally consisting of a 'run down' area to force the feel of being 'stuck in the ghetto'. secondly we added filters, black and white for most with minimal colour, also taking the positive atmosphere away from the photos and becoming alto more sinister and depressing. for one of our photos the figure is off-centre and the foreground is black whilst the background, what the artist is looking into, is in colour, soft and calm, to show that this is what the figure aims for. with the other photo's, the figure is in the corner and and isolated by the surroundings, the setting overwhelms the figure and drives him into a state of thought and over looking, a key theme in the lyrics and music video
Out to Film!
On sunday we set out to start filming in our local town centre, perfect weather, overcast, everything seemed to be on our side. we eventually found a perfect location and so we began to set up. In the process of setting up we found that we were missing a fundamental piece to placing the camera upon the tripod. this piece of equipment ensures the camera to remain still throughout our shots, it seems my partner has forgotten/miss-placed this fundamental piece so we cannot film altogether.
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