Research

The Four Narrative Theories

• Vladimir Propp
• Roland Barthes
• Claude Levis Strauss
• Tzvetan Todorov

Here is a Prezi presentation that I put together giving detailed information on The Four Narrative Theories: http://prezi.com/c47rny1pdgxu/narrative-theories/

Analysis of Music Videos
Taylor Swift - You Belong With Me

Propp's Theory 

The Hero 

- aims to get the boy she is in love with.

The Princess 

- acts as the reward as he is the main focus.

The Villain

- actively block's the girls aim to get the boy. 

Todorov's Theory

Equilibrium  -  The nerdy girl fancies the boy, but at that point they are no more than just friends.

Disequilibrium  -  The boy has a girlfriend and she cheats on him.

Equilibrium Restored  -  Nerdy girl transforms into a beautiful girl and gets with the boy at prom.

Levis Strauss Theory

              

Good vs Evil

Taylor Swift deploys a good opposition between good and evil in this music video as it comes across to the audience that it is good being the geek and bad being the cheerleader; therefore having an impact on the audience's view of the narrative.

Barthes Theory

Barthes theory is a narrative theory consisting of five codes which unravelled the narrative of a text. The five main codes are action, enigma, symbolic, semic and cultural and all in which can be applied to the music video by Taylor swift.

Action Code - This can be applied to the music video 'You Belong With Me' by Taylor Swift as the boy is shown at the beginning of the music video in his room, on the phone to his girlfriend, pacing up and down. Through gestures and facial expressions it becomes clear that they are having an argument or a disagreement of some sort, which gives the idea to the audience that later on in the video they will be given an insight into what their relationship with each other is actually like.

Enigma Code - This can be applied to the music video as it leads the audience to question whether or not the jock will get with the geeky girl, as that would be want they want to happen. The fact that he did actually get with the geeky girl in the end is expected by the audience, however, it isn't how things are supposed to work out - jocks are meant to be with cheerleaders.

Symbolic Code - Throughout the video there is a lot of conflict between the different characters. The first one is the conflict between the jock and his girlfriend, as they have an argument over the phone. Another one is the geeky girl chasing after the jock and trying to get him to notice her, there is rivalry at this point between the geeky girl and the girlfriend because they both want the same guy. 

Semic Code - Throughout the music video there are a number of codes and conventions shown which display meaning for many different things. The glasses worn by the girl immediately represents her to be a geeky and unpopular girl, also the work books surrounding her show off her intellectual side again adding to her 'geek' look. The girlfriend is shown driving in a red car, the type of car alone reflects on how rich and well off she is as she can afford expensive things like that. Also, the fact that the car is red connotes evilness and hatred which suits the personality of the girlfriend. The girl turns up to the prom wearing a white dress, the colour white connotates peacefulness and purity, which reflects on her character. Also, the dress reflects on her innocence as a character as she wouldn't want to bring harm to anyone.

Cultural Code - The whole narrative of the music video presents a stereotypical view how a typical teenage  love story plans out to be, as it begins with the jock and cheerleader being in a relationship together and the geeky girl being unpopular and just wanting the jock to notice her. The cheerleader girlfriend has a bad attitude and comes across very selfish and inconsiderate. At the end of the story the geeky girl transforms into a beautiful girl and the jock finally notices her and reveals to her that he also loves her. All of this is expected from the music video, therefore it lives up to its expectations.

What I Liked/Disliked

What I liked mainly about this music video was the narrative as it is very clear and straightforward. There is clearly a beginning, middle and end which is what the audience would expect from these types of music videos. This enables the audience to easily identify what is going on in the narrative without leaving them wondering what will happen next.

The Representation Theories

• Ferdinand de Saussure
• Laura Mulvey
• Richard Dyer
• Jean Baudrillard

Analysis of Music Videos

Christina Aguilera - Not Myself Tonight

Laura Mulvey - Male Gaze Theory 

Mulvey's male gaze theory can be applied to Christina Aguilera's 'Not Myself Tonight' she is providing pleasure to the male audience through the way she is dressed and the way she is presenting herself, which is in a sexual way. Throughout the duration of the video Christina is displayed wearing minimal clothing and a number of male dancers are shown dancing around her and touching her in inappropriate ways.This shows that she is living up to her expectation of being the object of gaze and being the focus of male gaze. Christina is the main focus in the video as everything is revolving around her, this depicts her as being a dominant character within the music video rather than living up to the stereotype as a submissive character. This video can be seen as conveying the message to females that are interested in her music that women aren't only seen as submissive characters but dominant as well.

Ferdinand de Saussre - Semiotics Theory

Saussre's semiotics theory can be applied to this music video as there are a number of aspects within the video that create meaning through the interpretation of signs. Whips and chains are shown in the music video and men and women are hardly wearing any clothes, all of these signifiers represent sexual availability which is the meaning created for the whole of the video. In addition, Christina is shown wearing red lipstick, the colour red connotes love, passion and is stereotypically used in a sexual manner, therefore this contributes well to the meaning being conveyed.  

Richard Dyer - Stereotypes Theory

Dyer's stereotypes theory suggests that stereotypes perform a number of functions in media representations. This theory can be applied to this music video as there is a reverse stereotype, the males are shown bowing down to Christina rather than it being the other way around which shows that she is in control and plays the dominant role rather than the submissive one. Stereotypically, women are the ones that have no control and the men are the more dominant characters who have a lot more power over women. Another obvious stereotype revealed within this video is that women are represented sexually and connote 'to be looked at ness', as throughout the video she presents herself in a sexual way, therefore living up to to that stereotype.

Jean Baudrillard - Simulacra Theory

Baudrillard's simulacra theory can be applied to this music video as Christina is displayed in the video as sexually available and wanting to be the focus of the male gaze only, therefore, the audience are given no choice but to accept the representation of her given from this music video, because hyperreal and reality images are amalgamated together making it hard for the audience to differentiate what is actually real and what is not. 

What I Liked/Disliked

I liked the fact that there is a role reversal showing females in a different light in comparison to the stereotypes given by society, as it isn't what the audience would expect so it would be something different instead of what's usually expected.

Rihanna ft Drake - What's My name

Laura Mulvey - Male Gaze Theory - In the music video Rihanna being the main focus is represented as very sexy. This is displayed through her actions and movements while she is dancing down the street and also through her costume and the way she is dressed, which is quite revealing. These are all typical conventions which would catch the males attention. This relates to Mulvey's theory of 'looked-at-ness' and women being the focus of the male gaze as Rihanna is being looked at by Drake as she enters the store, she is the visual pleasure for Drake. This is revealed through a close-up of Drake's face showing him looking at her. This adheres to Mulvey's theory of women being the objective of gaze - "Men look, women are looked at".

Ferdinand de Saussre - Semiotics Theory - Saussre's theory states that meaning is constructed by the creation and interpretation of signs. In this music video there are several signs each constructing different meanings. One in particular which stands out the most for me is where Rihanna is shown washing up, here she is representing women in a stereotypical way, as women are expected to do all of the washing up and cleaning. Referring to Saussre's semiotics theory another sign is when Rihanna is in the store and the milk splashes all over the floor, by Saussre this can be seen as a metaphor for semen, therefore viewing both Drake and Rihanna in a sexual way. 

Richard Dyer - Stereotype Theory - Throughout the video there are many stereotypes that are easy to identify. One of the first ones are when Rihanna walks into the store we see that she is dressed wearing revealing clothing as she hardly has anything on, this stereotypically represents her as being the submissive character and her vulnerability as a female. Another one is again when Drake and Rihanna are both in the store and he grabs her from behind, this stereotypically shows Drake as the male to be the dominant character and has power over her; also Drake hardly knows Rihanna as he has just met her but he still does it.

Jean Baudrillard - Simulacra Theory - Baudrillard argues that representations no longer refer to real things. This music video is a good example to back up his theory of simulacra and the hyperreal as the video opens showing several establishing shots and then shows a shot of the outside of a supermarket which is a realistic location as it is a normal setting. We then see the two celebrities Rihanna and Drake are in the supermarket together which in relation to the theory can be seen as artificial, reason being primarily because it isn't likely that everyday you will see two celebrities in a supermarket, it isn't a regular occurrence. This adheres to Baudrillard's theory that images are hyperreal - meaning that they have no relationship to the real. Drake and Rihanna's image in this part of the video constructs a reality which does not refer to an actual reality.

What I Liked/Disliked

I liked the narrative of this video and the way in which most aspects adhere to the stereotypes given to them, such as Rihanna being submissive as she is the female. I think that doing that just makes it easier for the audience to identify the characters and what they are like.

My Chemical Romance - Teenagers

Laura Mulvey - Male Gaze Theory 

The 'Teenagers' music video by My Chemical Romance applies to Mulvey's male gaze theory as it shows women living up to their representation of 'to-be-looked-at-ness'. Cheerleaders are on stage dancing around wearing short skirts which reflects on the fact that women are the 'object of gaze' as the males are the one looking at them. The use of a low angle shot when the cheerleaders are shown dancing is used purposely almost allowing the audience to see under the girls skirts, which reinforces the the theory of female characters being displayed only for visual pleasure of male characters.

Ferdinand de Saussre - Semiotics Theory

The title of the song in itself gives the audience an idea of what the music video is about and what meanings will be constructed throughout the duration of the video. The fact that there are women in the video wearing cheerleader costumes signifies the typical aspects of a high school and represents youth in a certain way. Props used within the video include gas masks, guns and chains which adds a sense of darkness to the tone and atmosphere of the video and also signifies violence and danger, which the youth in particular are associated with nowadays; therefore representing youths in a negative way. 

Richard Dyer - Stereotypes Theory

There are several stereotypes shown throughout the video, one in particular being that youths are troublesome and dangerous, this is shown the cheerleaders are holding guns and wearing gas masks again presenting them in a negative way. Usually it's the young males that are known to be more violent, however in this video the females are shown as the violent ones, this is a role reversal as that is not the way society expects it to be. 

Jean Baudrillard - Simulacra Theory

Baudrillard's simulacra theory can be applied to this music video in the way that the only representation given from the video is that teenagers are reckless and out of control. This is a stereotypical representation of teenagers as it is also the way in which teenagers are represented in society, therefore this music video overall is representing the type of things that are happening in society. 

What I Liked/Disliked

In this music video I liked the way in which they had scenes showing the band actually performing to a crowd, as it displays their talent as a band therefore I would use this aspect within my own music video production.

Audience Theory

 - Hyperdermic Needle Model

 - Uses and Gratifications Model

 - Halls, Encoding and Decoding

 - Social and Cultural

Madonna - Like A Prayer

Hyperdermic Needle Theory 

The narrative shows Madonna witnessing a crime (the murder of a young woman) but freezes and is too fearful to protest. A woman tells her to do what is 'right' so she builds up  the courage to inform the police that the black man was innocent and the police release him. The hypodermic needle theory can be applied in the way that it gives the idea that justice has to be done and conveys the message that you should always do the right thing and be honest as it is the right thing to do. This has the desired effect of influencing the audience in a positive way. 

Uses and Gratifications Theory

As this model has different sections or needs, the majority of them can be applied to this music video. Diversion can be applied to the music video in the way that the audience listening to the song and watching the video have chosen to watch it for their own entertainment and this can be perceived as escapism as they are taking a break from everyday life. Personal identity can be applied to this music in the way that it can lead the audience to consider their beliefs, as Madonna in the video seems to be religious and her actions show that she is a good Christian as she does what is expected of any good Christian; therefore the audience may contemplate on their own personal identity and whether or not they would have done what was right being in her position. The personal relationships need can also be applied to this music video as it can reflect on the audiences religious views and relationship with God and also on people's relationships with each other.

Halls, Encoding and Decoding

This theory puts emphasis on the audience in terms of the way in which they interpret the text. The producers of the text encode the preferred reading which in this case is that Madonna is a concerned Christian willing to do what is right. The three ways in which the audience encode certain texts can all be applied to this music video in their own ways. The dominant or hegemonic reading is that Madonna is a concerned Christian wanting to do what is right even if it means putting herself in danger. The audience are put into a position where they have to accept the message being conveyed. The negotiated view or reading is concerned with the different understanding audiences may have of the dominant view of the music video. Some people may get the idea that Madonna portrays a romance between Jesus and Mary Magdalene in the Bible. The oppositional reading in the music video is that Madonna created the video underestimating the worth and importance of religion, as various clips in the video show her having sex in the church and shows her singing and dancing wildly in front of burning crosses, therefore showing that she isn't really serious about religion. 

Social and Cultural

This theory relates to the fact that individuals and different social groups will perceive the music video in different ways depending on their sex, race, class, views, religious beliefs etc. There was extreme controversy regarding the merging of sex, race and religion as they are seen as by many people as opposites.  A strong Christian that is devoted to God and given their life to the Lord may find the music video very offensive as certain aspects of the music video do not display actions of a strong Christian. For example, Madonna having sex inside the church, which can be seen as disrespectful. 

What I Liked/Disliked

I didnt't really like the narrative of the music video itself as it tries to get across the message to the audience that she is a 'concerned Christian', however, her actions don't display or show her in that way, so the narrative of the music video isn't exacly clear as it is like she is saying one thing but meaning something else.

Genre Theory

Iconography - elements of mise-en-scene specific to a particular genre which signify meaning

Character Roles - which characters are associated with which kind of genres 

Narrative Structures - stories told throughout a particular genre

Visual Structure - cinematography relating to a particular genre

Values and Themes (ideology) - values and themes represented in different genres

Andrew Goodwin

RAP Conventions

• Low angled close-up shots - implies artist's power over the audience 

                             - Low angle gives the artist power (looking down on the audience)

                             - Close-ups give status..implies they are important enough to have their own frame

• Two shots (artist with irrelevant woman next to them) - suggests status and indicates how appealing and desired the artist is

                             - Women represented as irrelevant and meaningless

• Crowds of people dancing to the beat of the music - implies that they like the song - gives the artist credibility
• Sporty clothing to signify strength and sporting prowess (physical workouts in videos)
• References to wealth of artist - expensive jewellery/cars, stacks of money - signifies status
• Lots of males with 'posse' - signifies power as there is strength in numbers - shows artist is 'part of the group' and not a loner, again signifying status
• General message is to go out and party, get drunk, have fun, get high and have lots of sex
• Artists work together to promote each others work (have each others music videos featuring in the background of own videos) - signifies credibility

50 Cent - In da Club

At the beginning of the music video there is a cameo appearance displaying Eminem (who is already a successful rap artist) on the TV screen. Here 50 Cent is working together with Eminem by promoting his work.This displays 50 Cents credibility as a rap artist and his celebrity status.

The convention of voyeurism is incorporated within this video as the the males are the surgeons, so they do all of the the operations, and the women are the nurses, so they are just there to be looked at. This links it closely with Mulvey's Male Gaze Theory of 'looked-at-ness'.

The most common choice of clothing throughout the video is sports wear, which is worn by all of the males in the music video and also by 50 Cent himself. 50 Cent is also shown in the gym working out which displays his physical strength and signifies strength and power as he is keeping fit. 

Several two shots show 50 Cent with 4 different women in the separate shots standing irrelevantly next to him. The fact that there are 4 of these different women shown in these shots in such a short space of time indicates how appealing and desired 50 Cent is, which again suggests his celebrity status. Also, this reflects on the fact that women are being represented as irrelevant and meaningless as he dismisses each one within seconds. 

There is a crowd of people dancing in the club to 50 Cents song this implies that they already like the song as they are dancing and bouncing their arms to the beat of the song. This gives credibility to 50 Cent as rapper because it shows that people actually do like the song and therefore it is made easier for the audience to like the song. 

As 50 Cent enters the club a group of his 'posse' follow closely behind him which signifies power and their strength in numbers as they are all together. 

50 Cent is shown wearing gold chains which and other expensive jewellery which reflects on his status and celebrity and also on his wealth and how much of a successful artist he is.

The music video 'In Da Club' by the 50 Cent relates to its genre of rap in the way that it includes the majority of conventions expected from the rap genre within the music video.

Institution

Jon Ellis (1911) - Ellis believed that ‘‘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?”’ 
...Within this music video by 50 cent there are a number of codes and conventions that contribute to the narrative relating to the popularity, wealth and success of the artist himself. For example, at the beginning of the music video there is a cameo appearance of the rapper Eminem who is also a very successful RAP artist as he is good at what he does. Overall, everything contributes to the promotion of the RAP genre itself as it is conveying the message that the music produced by these artist's is of good quality.

Audience

King (2002) - King's theory was that "The attraction of genre to the industry is closely linked to its presumed appeal to viewers.  Film-goers 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's theory can be related to this music video as specific codes and conventions are incorporated into the music video to allow the audience to clearly identify the genre of the video. Again, the fact that there is a cameo appearance of Eminem at the beginning of the video immediately enables the audience to recognise the genre. Also, the conventions used such as expensive cars and jewellery, lots of women, a crowd of people in a club etc. are what the audience expect to see, therefore it lives up to its audiences expectations.

Social and Cultural

Kapsis (1991) - Kapsis's theory stated 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's theory can be applied to this music video in the way that it reflects on the way in which technology has become more advanced nowadays in comparison to how it was before. Society are now more reliant upon various forms of technology and technological resources, for example a popular one used within the music industry is auto-tuning. 50 Cent's 'In Da Club' being a modern music video uses modern aspects and elements, such as alcohol, expensive items as a way of appealing to its audience and fulfilling their needs and expectations.

Classification & Interpretation

Steve Neale (1990) - Neal's theory stated that ‘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.’
...Neale's theory can be applied to the music video as the audience expect to see specific aspects and elements incorporated into the music video as a way for them to identify the genre. An easily identifiable convention used is voyeurism of women, which is particularly in a negative way as being submissive. In addition, there are conventions such as, expensive cars and gold chains which can be seen as essentials for these types of music video's as they showcase the celebrity as individual by reflecting on their wealth and popularity as an artist. 

What I Liked/Disliked

I liked the fact that the video contains the most common conventions of music video's of that particular genre as it makes it easier for the audience to identify what type of music video it is and what to expect from it. Also, I like the way in which certain aspects within the music video reflect on the stars themselves as a celebrity.

Rock Conventions

• Artist or band is shown throughout
• Mixture of narrative and performance
• Often live performance
• Camera angles and shots tend to emphasise the musicianship and the band- playing instruments
• Smoke machine
• Casual clothes
• Main singer sings into microphone- pulling it closer
• Dark colours and simple settings
• Lots of emotion, particularly in the musician’s face
• Often black and white
• Shots of fans
• Links between song and visuals.

Red Hot Chilli Peppers - Snow

At the beginning of the music video there are numerous clips shown of people, which we assume to be fans of the Red Hot Chilli Peppers. They are all of different ages, genders, cultures and more showing that they reach out to a wide variety of people. Also, the fact that they are showing fans reflects on the fact that the music video is already liked and popular.

By watching the music video it is made clear what the genre is, as certain codes and conventions are incorporated within the music video. For example, throughout the music video there are a number of close up  shots and mid shot showing the artist's and the different instruments that they play. Doing this enables each member of the bands talent to be highlighted and it also enables the audience to recognise the importance and relevance of each individual in the band.

It's obvious that the band are doing a live performance which is typical for music of the rock genre. Doing a live performance reflects on the fact that they have natural talent and don't need to use any modern technology. The lead singer is shown holding on and singing into the microphone which puts emphasis onto this performance.

A variety of long shots at high level angles show the fans watching the performance and dancing and singing along enjoying the music.The shot(s) show the number of fans that like the music, which in turn reflects on their success as a band as a lot of people came to see them perform.

Watching the performance you can identify the lyrical and visual relationship within the music video, this is done to create meaning for the audience. Towards the end of the performance confetti falls onto the crowd and the music video being called 'Snow' it can be seen as snow falling on them as that is what it looks like. 

The music video 'Snow' by the Red Hot Chili Peppers relates to its genre of rock in the way that it includes the majority of conventions expected from the rock genre within the music video.

Institution

Jon Ellis (1911) - Ellis believed that ‘‘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?”’ 

...In relation to the Red Hot Chilli Pepper's 'Snow' music video Ellis's theory of there being a 'narrative image' cannot be applied, as the majority of the video shows them doing a live performance to a large audience. On the other hand, consistently throughout the music video there are a variety of close up and mid shots which highlights their talent as a group and overall how good their music is.

  

Audience

King (2002) - King's theory was that "The attraction of genre to the industry is closely linked to its presumed appeal to viewers.  Film-goers 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's theory can be applied to the 'Snow' music video as the video was produced in a certain way so that it would include all of the conventions from a video of the rock genre. This is shown in the music video as the colours black and white are used throughout the duration of the video and the band are doing a live performance. The producers do this purposely so that they are providing their viewers and fans with specific aspects and elements that they want and expect so see for that genre, therefore they are making sure that their video appeals to their target audience.

Social and Cultural

Kapsis (1991) - Kapsis's theory stated 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's theory can be applied to the 'Snow' music video as it may influence viewers in the way that they may choose to go and see more live performances. The Red Hot Chilli Peppers having performed live showcased and highlighted all of the band members talent and showed that they actually have natural talent. A range of close up shots of the band members playing the different instruments on stage supports this fact.

Classification & Interpretation

Steve Neale (1990) - Neal's theory stated that ‘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.’
...Neale's theory can be applied to the music video 'Snow' as the viewers expect to see certain things depending on the genre of the video which in this case is rock. Through the four key aspects which are sound, cinematography, editing and mise en scene the audience are able to identify the key conventions incorporated within this music video of the rock genre. For example, low key lighting is used and particularly dark colours are used, also the fact that it's a live performance in itself. Incorporating the rock conventions into the music video allows for the audience's needs and expectations to be met, so they recognise and understand the aspects that come from the rock genre.

What I Liked/Disliked
I liked the way in which the video shows the band performing to an audience which showcases their talent as a band especially with the use of close up shots of the instruments and I think I would use this aspect within my own msuic video.

Lady GaGa - Just Dance

I will now apply all of the theories to a music video of my own choice, which is Lady GaGa 'Just Dance'.

Representation Theory

Laura Mulvey - Male Gaze Theory

Lady GaGa's music video 'Just Dance' can be applied to Mulvey's theory as Lady GaGa in the video is seen as the object of gaze, which adheres to women connoting 'looked-at-ness'. Throughout the video low key lighting is used in some cases and there are various shots shown of Lady GaGa in the centre of the room with a spotlight on her. The spotlight is harsh and in some places omits the background which forces attention upon the singer making her the centre of attention, the one being looked at. The use of the mid shot showing Lady GaGa in a paddling pool in between two other guys again reflects on the fact that she is the main focus but also reinforces the fact that the male characters are the subject of gaze. In addition, Lady GaGa is represented as the dominant character rather than the submissive, this is shown at the part in the music video where the guy comes on to her then she pushes him away, which is a role reversal.

Ferdinand de Saussre - Semiotics Theory

Saussre's semiotics theory can be applied to the 'Just dance' music video as there are aspects and elements incorporated into this video that construct meaning by creation and interpretation. An aspect that stands out particularly is Lady GaGa's choice of costume, which throughout the video she changes quite a lot. The majority of the outfits are the kind you would expect to see at a party, which in turn adds a sense of realism to the setting for the viewer(s). However, some of her outfits worn are slightly exaggerated, this can be seen in the way that it brings out and gives the audience an insight into the singers individuality through her fashion sense. 

Richard Dyer - Stereotypes Theory

Lady GaGa's 'Just Dance' music video can be applied to Dyer's stereotypes theory in the sense that young people just want to have fun and party with each other, hence the lyrics and title of the song 'Just Dance' - which shows a lyrical, narrative and song match. A wide shot at a high level angle shows a party scene as a group of young people are all together in one room dancing to the music, which adds to the party setting and atmosphere; it also supports the stereotype that young people just want to have a good time as 'it'll be ok'. Also, a long shot shows the house is all messed up as a load of rubbish is all over the floor and picture frames are knocked off the wall, this reflects on youths disregard for property and shows they are living up to their stereotype(s).

Jean Baudrillard - Simulacra Theory

Baudrillard's simulacra and the hyperreal theory can be applied to the music video 'Just Dance' in the way that Lady GaGa herself is existing in the video, as it isn't likely that you would see a celebrity at a house party with a load of other people who don't have celebrity status. Lady GaGa being known for her outrageous style and for creating a hyperreal version of herself (which gives her the ability to control her image) puts emphasis on this theory as her media image constructed is a reality which doesn't refer to an actual reality.

Genre Theory

Institution

This theory of there being a narrative image can be applied to the music video as the narrative image within the video is that Lady GaGa arrives at a party which seems to have already ended with her background dancers, they blast music and all the people are awoken and GaGa becomes the life of the party as everyone is up again dancing, having fun and having a good time. 

Audience

This theory can be applied to the music video as it is made easy for the audience to identify the genre of the video which is dance/pop through the conventions. The conventions included in the video are a boombox, alcohol, crowd of people dancing and dj's. All of these elements enable the viewers to clearly have an idea of what the dance/pop genre comprises. However, the video does have influences of the R&B genre within it as well but not as much as the dance/pop.

Social and Cultural

This theory can be applied to the 'Just Dance' music video in the way that it is made purposely to please it's viewers and reflect on their desires, also it is produced so it is portraying what really happens in society when people go out partying. The video may influence the viewers in a way so that they go out partying and do the same thing Lady GaGa does.

Classification and Interpretation

This theory can be applied to the music video as the video has key conventions showing that the music video is of the pop genre. The viewers when watching the video have expectations on what kind of aspects and elements should be included in the video to show that it is of the pop genre, therefore the 'Just Dance' music video provides the viewers with what they want to see as there are conventions expected from this genre. For example, the concept of it being a party scene itself and the props used such as, alcohol, boombox etc. 

Audience Theory

Hypodermic Needle Theory

The hypodermic needle theory can be applied to the 'Just Dance' music video in the way that lyrically it speaks about her getting intoxicated at a party and images on screen portray Lady GaGa appearing at a party which seems to have ended (giving off the impression that she is the 'life of the party') so she prompts the party goers to start dancing in enjoyment. Therefore, viewers may take this in and what to follow in her footsteps by going to a house party and doing the same thing which isn't necessarily conveying a negative message to the audience.

Uses and Gratifications Theory

The uses and gratifications theory having 4 sections to it most of them can be applied to the music video as the audience make active use of the video being offered by the media. Diversion can be applies as the audience choose themselves whether or not to watch the music video depending on whether they like it or not, therefore they are taking a break from everyday life and using as a way of escapism from what is going on in reality. Personal identity can be applied as it may make the viewers wonder the character they are portrayed as when it comes to partying, because in this case Lady Gaga is portrayed as the 'life of the party'. Surveillance can be applied as it gives the audience information on how celebrities react when it comes to partying.

Halls Encoding and Decoding

Halls encoding and decoding theory states that different audience members will react and respond to the text in different ways. This theory can be applied to the music video 'Just Dance' through the three main positions. The dominant reading is that the reader(s) have to accept the fact that Lady GaGa is the centre of attention and main focus of the video, so everything revolves and goes according to her. The audience are forced to accept this as it is the main position in the music video.

Social and Cultural

The social and cultural theory states that the meaning of the text will be constructed differently depending on the audience members position in society. This can be applied to the music video 'Just Dance' in the way that people may not agree with the activities taking place within the video and the message that it is trying to convey, therefore they would view it in a negative way; whereas people that do par take and indulge in that kind of behaviour would view it in a positive way and would want to join in.

Narrative Theory

Vladimir Propp

The Hero..

Lady GaGa is the hero in this music video because the party had ended and everyone was lying around on the floor asleep, but when Lady GaGa appeared and played her music everybody woke up and starting dancing around to the music and having fun.

The Helper...

The background dancer that walks in with Lady GaGa is the helper as she carries the boombox into the room and starts blasting the music, therefore she contributed to the party starting up again.

What I Liked/Disliked

I liked the fact it is made easy for the audience to identify the type of genre the musiv video is through the setting, as it is clearly a house party setting and the atmosphere adds to this. Also, a range of shots of the characters within the video reflect on the genre as well. I wouldn't use this exact aspect in my video as mine is a different genre.

History of Music Videos

Music videos have been around since before films were able to have sound. Some performers would project images onto a screen as they played live, these images would then reflect the themes and emotions of the music played. From the 1930's to the early 1960's musicals were one of the dominant genres in film and many set pieces were extracted to promote the films. Rock N Roll became known in the 1960's allowing television to become the most dominant media form. Concerning the development of  modern media, The Beatles were the first ever to produce a major motion music video 'A Hard day's Night' with the director Richard Lester, which was a mock documentary but in the music inserts he established a visual style.

In the 1970's there was a flood of new film makers coming out of new art schools which had a positive impact on music videos. music videos became a serious medium and challenge. Here is an example of two music videos that became hugely popular in that time period:

David Bowie - Life On Mars

Queen - Bohemian Rhapsody

In the 1980's music video became an established part of music television shows, such as Top of the Pops. This then lead to the launch of MTV in 1981. MTV was a music channel that played various music videos 24 hours a day. Artist such as Madonna, Duran Duran and Dire Straits owe their careers to MTV. 
Here is the link to the music video for Madonna's Material Girl...

http://www.dailymotion.com/video/xlc82x_madonna-material-girl_music?search_algo=1

Additional history notes....

 *Censorship*

1980's..

The first ever music video to be banned on MTV was 'Body Language' by Queen. This was primarily due to homoerotic undertones, lack of clothing and the amount of sweat shown in the video. This was seen an unsuitable for that particular era and audience. 

1990's..

To many people's surprise the king of pop Michael Jackson's music video 'They don't care about us' was banned by MTV, VH1 and BBC stating the alleged anti-semantic tone of the song. Also one of his dance sequences were banned as it was said that he was touching himself inappropriately at certain parts in the video.   

Madonna's 'Like A Virgin' video was also banned in the 90's due to the highly sexual connotations. Some of her other songs were also banned, such a 'Justify My Love', because of the reference to homosexuality and group sex.

'Smack My Bitch Up' by Prodigy was banned in several countries because of the reference to drugs, nudity and sexual content. 

2000's..

Robbie William's music video 'Rock DJ' caused a lot of excitement within the media. This was banned in the Dominican Republic and was censored in the UK as there was controversy of his nude body and peeling off his own skin revealing his flesh. 

Timelines of Music Videos

Here are two Prezi Presentations of my timelines of the music videos..

           - Jessie J - Who You Are    http://prezi.com/wpysbhba0rvk/timeline-jessie-j-who-you-are/

           - Beyonce - If I Were A Boy  http://prezi.com/aklr5eyhhau-/timeline-beyonce-if-i-were-a-boy/

Conclusion

From analysing the two music videos by Jessie J and Beyonce I have found that regarding the editing process  a great number of cuts are used, but the cuts match the pace of the music, so when the beat of the song speeds up the cuts become quicker.

Famous Music Video Directors

Here is a Prezi Presentation of my research on famous music video directors..

http://prezi.com/z-h-4r7tgahk/directors/

Institution of Music Videos

Production…

• —Pre-production is a process where a recording artist spends time creating and refining their music ideas and produce a demo recording in order to establish if the ideas are promising
• —The executive producer oversee’s finance and the music producer oversee’s the creation of the music video, both of these effectively creating a successful music video. The executive producer is responsible for: advancing the directors careers, overseeing project acquisition, managing, budgeting and scheduling, hiring, mediating and resolving conflicts and overseeing the shoot and post-production.
• —In pre production the producer must gain all the resources that are available to create their music video. These include things such as: casting, locations, lighting, camera’s and accessories, make up/ hair and sponsors. They are also required to create storyboards which helps the process of pre production to post production a lot easier and quicker. After the storyboard has been created the cast are then chosen to fit in with the script and all the locations, props, cast members, costumes and special and visual effects are identified.
• —Silvertip Films is a large, successful music video production company based in London.
• —Independent production companies:       

               - Video Ink  

               - Creando    

               - SpiritLevel Cinema

• —Music video directors oversee the entire video process fro conceptualization to realisation. They are always making the final choices and decisions and they are required to make decisions on important components, for example, where the location will be, the set and props, the colour of lighting etc. Directors are consulted and have a say on the artists’ wardrobe, make up, hairstyle and style of performance. They have a strong creative vision and conviction to take the video to completion. They are expected to acquire the skill of being able to work well with others as they have to interact with a large team daily. The director is held responsible for: conceptualising the video, writing the treatment, designing the video’s look and vision, leading with a creative perspective, maintaining creative integrity, setting and transferring the film to tape and instructing during the editing process.
• —The record label is the company that manages the brands and trademarks, coordinates the production, manufacture, distribution, marketing and promotion, and enforcement of copyright protection of sound recordings and music videos; conducts talent scouting and development of new artists ("artists and repertoire“(A&R); and maintains contracts with recording artists and their managers. 

Distribution…

•  —There are many ways in which you are able to distribute music videos, which are, through digitally downloading it. Various websites such as iTunes are connected with the music industry and allow you to distribute your own music. Another way of distribution is the compact disc (CD) which has been the dominant physical music distribution format since the 1990’s. Music channels are a popular way of distributing music videos nowadays thanks to channels such as MTV.
•     Some independent musicians use USB flash drives to distribute their music videos in an mp3 format. Using the USB it enables consumers to move the music from the flash drive to the computer or mp3 player.
•       The largest independent music video distribution company in the UK is Proper Music Distribution. They provide high quality distribution services to over 400 labels around the world. They have many labels, including Massacre Records. Also, they were voted ‘Distribution of The Year’ for two years running at the Music Week Awards.

• 
  

Exhibition…

• — This the stage where the music video is broadcasted for worldwide viewers to see and technological convergence is  a real advantage for music companies in 2012.
•   —Nowadays, as technology has improved a vast amount and been modernised, we are able to  access new music videos and download tracks through our mobile phones, ipods, ipads etc. For example, we are able to gain access to our iTunes accounts or an applications such as YouTube and watch music videos through there, which in addition shows various advertisements for other songs, dvd’s and games.
•   —The internet has proved to be a very useful resource for exhibiting music videos as many people now use social networking sites, such as facebook and tumblr. People can now download and watch various music videos on YouTube and many other websites. With this it allows artist to reach out to a wider range of audiences as it is shown to more people around the world.
•   —Music channels are a very popular way of exhibiting music videos. By showing music videos on the music channels it allows artists to reach out to a larger audience as people who don’t have access to the internet can easily see it on the music channels. 

Narrative Music Video Codes and Conventions

There are 3 distinct types of music videos, which are:

1.       Performance 
2.       Narrative
3.       Conceptual

     Here is an analysis of Meatloaf's video 'I Would Do Anything For Love'. Whilst analysing this music video the following questions were taken into consideration:

1.       Is there a narrative? If so what is it?
2.       Is the narrative consistent and full?
3.       Is the narrative successful?

      From looking at the opening of the music video alone it becomes clear that there is a narrative. The actual song doesn't begin until 20 seconds into the video, as it opens with an introduction which seems to showing a man being chased by the police into a mysterious building. Opening the video in such a way builds up the narrative and raises several questions from the audience in relation to the narrative, such as: Who is the man being chased?, Why is he being chased? What will happen next?

      From watching this music video you can tell that it doesn't have a full narrative as it leaves the audience with a lot of unanswered questions relating to the narrative. Also, you can tell it isn't a full narrative because there are gaps in the video and there are a variety of cuts from the past and present, which comes across as there being two narrative threads within the video. In addition, at this point it isn't entirely clear what exactly is going on in the video, but as the video progresses we learn that the type of narrative is a love story between Meatloaf and the woman.

What I Liked/Disliked

I like the introduction of this music video as it leaves the audience wanting to know more about what's going on in the narrative, however, the fact that it leaves the audience wondering about what's going to happen in the video it takes the focus off the actual song itself.

       Another music video that I will be analysing is Aerosmith's 'Crazy'. Whilst watching this video I took into consideration the following questions:

1.       Is there a narrative?
2.       How are characters represented? Are there any stereotypes?
3.       Are there any links between band performance and narrative?
4.       Is there a connection between the lyrics, title and narrative?

     Instantly it becomes clear that there is a narrative in the music video. The video opens with an introduction showing a girl who in which seems to be stereotypically represented as a ‘naughty school girl’ wonder into the girls toilets and sneak of out of school through the window. Soon after she is accompanied by her friend and they both bunk off school together. The music video being structured this way allows the audience’s focus to be primarily on what is happening in the narrative rather than the actual song itself. 

      There are various representations throughout the video relating to the two school girls. The fact that they left school so that they could go out and have fun in itself represents the youth culture in a negative way as rebellious and careless. When the two girls are in the store they manage to get several items from the store for free even though the shopkeeper is watching; it becomes clear that the girls used their looks and attractiveness as a way of getting what they wanted. This can be represented in the way that teenage girls don't have respect for themselves or their own bodies, which is a typical stereotype of teenage girls.

 Throughout the music video there are very obvious links between the bands performance and the narrative. When the girl is performing in the strip club her actions are very similar to the main band member. For example, when the band member puts his hand on his head it cuts to a shot showing the girl doing the same action.

What I Liked/Disliked

What I don't like about this music video is the storyline in general and the way in which it portrays young girls that age, as it stereotypes them and portrays them in a negative light giving off the impression that that is what young girls are like and ow they act.

I also analysed Prodigy's music video 'Smack My Bitch Up' where I considered the following questions:

1.  What camera shot is used and what is the effect?
2.  What do you notice about the use of sound?

Throughout the entire duration of the music video a point of view shot is used. The reason for this is primarily because of the desired effect it aims to have on us as the audience, which is that we feel like we are experiencing this night out through that particular character. 

Through the point of view shot we identify the character putting a CD into a CD player, at this point the non-diegetic sound becomes diegetic sound as the character is now able to hear the music as well as the audience. Doing this enables the audience to be put even more into the characters position as they can hear what they hear. Also, through the point of view shot we see that the character takes drugs and this is strongly reflected through the image shown on screen as it becomes blurry and disorientated. At this point there is also a change in the music, which allows the key points of the song to be made clear.

What I Liked/Disliked
I liked the fact that throughout this video it was all from someones point of view as it allowed the audience to be put into their position and see things as they do, which also enabled the audience to feel how they were feeling through special effects and other editing techniques. 

Music Video Conventions

• Sound/Meaning Created/Showcasing Star - Music is the priority of a music video. Non diegetic and diegetic sound are predominantly used within music videos and therefore are the most important types of sound. Showcasing the star is an imperative aspect in music videos, the camera tracks the star throughout the entire music video so that the camera is always on them. Any other actors featuring in the music video are just there to support the star.
• 
  
• Editing - The editing of a music video is connected closely with the song. Music video's do not have to adhere to the continuity system. Editing techniques such as, jump cuts, short takes, dissolves, fades etc are all used to match the beat of the song and keep the momentum. This all builds up to have a particular effect on the audience, which is why editing is relevant and important in music videos. Special effects are also used within music videos to give it an element of interest. 
• 
  
• Mise en Scene - The mise en scene in a music video is combined in a certain way so that it matches the theme, tone and genre of the video. The setting of a music video is important as it is the easiest way for the audience to identify what genre it is. There are two main setting commonly used which are, cut back and forth. The costume is another important aspect, in particular the costume of the star as they have to stand out compared to any other actors featuring in their video. 
• 
  
• Cinematography - Close-ups are commonly used in music videos, in particular close-ups of the star as it shows the emotion of the singer, allowing the audience to identify the feelings of the star. Wide shots are usually used often in music videos comprising dance scenes so that everyone is scene in the shot together dancing in sync with each other and to the music. Low angle shots are used sometime to make it seem like the artist is superior to the audience and has a sense of power over them. The camera is usually positioned on a dolly so that the images on screen match the momentum of the song. In some cases within music videos a variety of dolly shots are edited together as a way of building up key moments in the music video. Tracking shots are also used in music videos to match the energy of the song. 

Lady GaGa - Pokerface...

Sound/Meaning/Showcasing Star - Throughout the entire duration of the music video the soundtrack is played and is the only type of sound used.


Editing - Jump cuts are used liberally throughout the music video displaying prominent discontinuity. The jump cuts are disruptive to the continuity system as it doesn't allows it to flow. Using this technique within the music video enables it to be more exciting and interesting for the viewer. Special effects are also used within this music video. A good example of this is where the screen is splits up into 4 sections displaying 4 images of Lady GaGa.

Mise en Scene - The mise en scene for this music video  is crucial as it is what showcases Lady GaGa and makes her stand out more from all of the other actors in her video. Looking at the setting of the actual video it is made clear allowing the audience to identify that it is very professional and expensive. In addition, the setting comes across as a club type of atmosphere, where there is a group of people just having a good time together. Closely linking in with this the make-up and costume appears to be very glamorous and expensive, which reflects on Lady GaGa's personality which is known to be 'over the top' in some cases. It is clear that she is the centre of attention ans she stands out from all the rest and is positioned so that all eyes are on her. There is a lyrical and visual relationship within the video as they song is titled 'Poker Face', there are props used and it shows a Lady GaGa and a group of people playing poker and also the lyrics are "can't read my poker face".

Cinematography - Long shots are used constantly throughout this video showing off the professional look the video has to it and reflecting on the fact that Lady GaGa is a successful artist, as she can afford to have expensive things. Close-ups are also used regularly, which is a typical convention of a music video, showing her facial expressions and also objects and any props that play an important role of the video. The camera zooms in and out keeping up with the momentum and pace of the song.

What I Liked/Disliked
The main aspect that I liked about this music video was the mise en scene, in particular for the costumes of the characters as it is made clear who the focus is on in the video. I will be using this aspect wihtin my music video as it will allow the audience to identify the characters within the video who are the main focus.

Plan B - She Said...

Sound/Meaning Created/Showcasing Star - At the beginning of the music video there is a small introduction with no soundtrack playing over the top, this allows the audience to be fully engaged into what is going on with narrative. Doing this allows emphasis to be put on the narrative of the music video and the simple fact that there is a narrative integrated in the video. The soundtrack is used throughout the rest of the video. All of the other actors within the video are just there to support Plan B and showcase him as the star even more, as they will stand out in comparison to them. Lip Syncing is used within the music video creating a sense of realism for the audience. The music video has lyrical and visual match, with reference to the part in the video where Plan B is giving his statement but he is giving it through the lyrics at the same time.

Editing - The editing is connected very closely to the song. Short takes are continuously used throughout the music video allowing the audience to distinguish between the two narrative threads of the story, which are, Plan B and his relationship with the woman and Plan B when he is in the courtroom. The short takes are done in parts, demanding attention and preventing powerful images from acquiring too much weight and stopping flow of information. Jump cuts are used to spark interest of the audience and keep them intrigued as to what is going on within the narrative of the video. A Pan is used to track Plan B's movements and actions which are to the beat of the music. The continuity system is less common in music videos, this is simply because it is a music video not a film so continuity shouldn't be used all the way through the video. This video does adhere to the continuity system in parts of the video, this is because there is a narrative so this is expected.

Mise en Scene - The setting of the music video which is a courtroom contributes to Plan B's personality being a 'bad boy up to no good'. The costume and make-up of everyone in the courtroom emphasises this. Everyone in the room is dressed formally in suits, shirts etc so it is easy to identify the differences between the security guard, judge and defendants, which allows the audience to understand fully their characters and roles. Various shots of the woman show that she is dressed very formally, this shows that she is very well off. Plan B also is shown wearing suits which reflects on his wealth being a celebrity and shows that he is a successful artist.

Cinematography - Many close-up shots are used throughout this video, in particular ones of important objects, such as the voice recorder and documents/reports in the courtroom all in which contribute to the narrative. This allows the audience to clearly identify the setting of the music video and the narrative. Wide shots of the courtroom allow the audience to clearly identify the setting accurately.  There are also close-ups of Plan B's facial expressions, which give off the impression that he isn't really bothered about being in court or the trouble that he is in; which emphasises his personality as a 'bad boy'. Two shots are used showing Plan B and the woman together, this shows that they previously had history and a relationship with each other. Low angle shots of Plan B in the courtroom represent him as being a superior and powerful character in comparison to everyone else in the video.

What I Liked/Disliked

Regarding the Plan B - 'She Said' music video, I liked the use of close up shots frequently throughout the duration of the music video, as the audience are able to identify the feelings of the characters in the music video. I will be using this convention within my own music video production as it will  allow the audience to have a better understanding of the narrative of the music video.