...: Analysing the music video- notes

Thursday, 15 March 2012

Analysing the music video- notes

Music Video analysis...

Introduce the music video in relation to the Digital Marketing Strategy-such as

The music video features heavily as part of the digital marketing campaign and would also be promoted.....say where!

The purpose

The purpose of the music video is....

Type of Music Video

DefJam and Rihanna have chosen to use a ..... based music video in their promotion of the single.

• Give a brief summary of the plot/narrative

o Circular

o Todorovs theory

Setting

• Why set there? Discuss representations.

Voiceover

• Representation of ‘British’- why- for what promotional purpose could this be?

Representation of British Youth

• What activities do they engage in- give specific examples using media terminology

• What intertextual references are used- why? How does this encourage to buy?

Representation of ‘love’

• The message of the lyrics and visuals

• How visuals link to lyrics- Goodwins Theory

• Camera work- timelapse- confusion, fast pace, scenes of devastation- give specific examples- say why used.

Representation of Reality

• How is realism constructed in the music video and why?

o Handheld Camera

o Eye angle shots

• How might this represent Rihanna’s real life? Chris Brown lookalike/Car scene etc

Representation of Women

o Sexual objectification or independent woman

How does the record label promote ‘Rihanna’ the artist in the Music Video?

• Close ups- why is this a demand of the record label

• Performance elements- contrast- playing a part- not her- why is this important for promotional purposes/ her as a role model.

What other ways do the record label benefit from the Music Video other than merely through the visibility of the single?

• Monetisation through product placement- give examples

Overall conclusion- DMS and MV...BE brief! Sum up. How effective is the single promoted through the platforms you have studied!

NOTES:

Ensure you answer the question...

Keep referring back to the effect on the audience? Entertain? Escape? Identify? Socially Interact? Etc...this shows how it is promoted and evidence of Uses and Gratifications Theory.

Keep using the words....”representation”, “promotion” and “record label” to show you are hitting the mark scheme.

Use words of analysis....represents, signifies, denotes(for literal analysis), connotes (for underlying or metaphorical analysis), suggests, indicates, implies.

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Why Media Studies IS an academic subject.

Every now and then, Media Studies gets what is ironically called “a bad press”.

Even after a general election in which the media played a pivotal role (television debates, the 24-hour news feeding off the corpse of Gordon Brown after his accidental on-mic comment, the on-screen worm during the debates etc.), even after all that, Media Studies gets described as a “Mickey Mouse subject”.

It would be hilarious if it wasn’t so serious. We live in a mediated world, a reality constructed around us and constantly filtered through the media. Although you might experience some of reality directly (in an unmediated way), your response to that reality is inevitably informed by your exposure to the modern media. When you see yourself in the mirror, do you not judge yourself by the standards of beauty and style laid down by the fashion and beauty industries?

When someone is innocently taking pictures of kids playing in the park, are we suspicious that they’re up to no good? In our relationships with each other, do we take people at face value, or do we make judgements based on the way we think they should be? When we desire consumer goods, why is that exactly? Why do we want things? How does that happen?

We get soundbite politics – because of the media. We get personality politics – because of the media. We learn to act the way we do – because of the media. We learn to talk the way we do – because of the media. We get turned on, we get excited, we get angry, we laugh and we cry – because of the media. We became convinced that Gordon Brown wasn’t up to the job – because of the media. We panic about vaccines, medicines, food, drink, sunshine – because of the media.

To understand how things happen, why they happen, and why they keep happening is, for me, a fit subject of study.

None of this is to mention the skills you develop in Media Studies – skills in writing, editing, analysis, research, design, publishing, video and audio editing/mixing, project management, people skills etc. – which are incredibly useful and incredibly transferrable. One of the things you often hear from the media who give Media Studies a bad press is that, “Anyway, there are no jobs, there are too many people coming through and they won’t get jobs in the media.”

Well. Either it’s a Mickey Mouse subject, or it’s “too hard”, a demanding and impossible industry to get into. Which is it? It’s like saying you shouldn’t study Physics because you won’t get a job at CERN; or that you shouldn’t study law because you won’t get to be a “top barrister”. If you study English and you don’t do so at Oxford or Cambridge, what are your chances of getting a “top job”?

The transferrable skills you learn in Media Studies will equip you for working life, whatever you end up doing. And most of you will end up doing several jobs.

So. Next time someone scoffs at Media Studies, ask them this: when did you last go a day without being exposed to the media, in print and on screen? When did you last have an opinion of your own making?

Next time someone calls it a Mickey Mouse subject, ask them this: who owns the Mouse? What other companies do they own? What was the turnover of this company last year? Which member of the board of this company is also a member of the board of another huge company? How does one business relate to the other? How influential are they? Who are their competitors? How does this competition benefit or harm consumers? What ideology does the company who owns the mouse try to impose upon the world? Why do they do this?

Mickey Mouse subject?

View more presentations from Rob McMinn.

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Thursday, 15 March 2012