Martha Kenny Media

Your task this week is to  textually analyse 10 music videos . Each music video should be of a  different  genre and artist. With each video you need to analyse the following; ·           Who  is being represented? ·           How  are they being represented? ·           Impact and message  of this? ·           Binary oppositions? ·           Is the video  conventional/unconventional    1- Blue lights -  Jorja smith - R&B/ pop/ jazz       Who  is being represented? More deprived  demographic in rougher parts of London, Only men in this music video, of a variety of ages. From a young baby to teenagers, to an old man.   ...

Example Music videos  - representation  Cardi B - City Girls - Twerk video.  Who is being represented? Black minority of women, black african american women. Women with more shape and more curvy.   How? Sexualised manner, objectifies one specific type of body and bums. Homogenized beauty for the target audience. Suggests Target audience? (age, gender etc) Being explicit and sexual, the target audience would be older between 18-20yrs. Largest demographic on youtube are teenagers, particular teenage girls. The audience could be for both women and men, it is empowering for black african american women and well as attracting men.  Impact of this? This further objectifies and creates a set standard for women to try fit into. The lack of close up shots on faces, shows how identity doesn't matter since the attention is purely drawn onto the body.  6ix9ine Who is being represented? Black african americans in america (New York),...

Representation  The ways in which a media product constructs the world and aspects in it, including social groups, individuals, issues and events. Formation beyonce (2016)  Lemonade album  Grammy award of song of the year.  In what ways are the themes of conflict (binary oppositions) encoded in this video? Conflict between the police and a black minority. Conflict between women and men There is a lot of conflict between the empowerment vs the reality of it.  American laws and some american state Police brutality What are the functions and the purposes of this music video? To spread a sense of empowerment to the audience. To reinforce some real conflict in the world To spread awareness  The hurricane in new orleans heavily affected the black community at the time, spreading  awareness or the lack of awareness that was at the time.  What groups are represented in this music video? How? Message?  A black comm...

Who is Vance Joy - An australian male artist, signed to Atlantic records. His music can be catorgorised as fitting into indie folk-pop genre. Riptide was Vance Joy first single to be released in the USA, following his debut EP, 'God loves You're Dancing'. It became a platinum selling single. The video was directed by Dimitri Basil and Laura Gorun and has had nearly 300 million views on Youtube. Could be argued that the music video for riptide seems to defy or subvert music video conventions. Rejects the idea of narrative 

Objectification - When something or someone is seen as an object which can be of a pocession.  Male gaze -   the perspective of a notionally typical heterosexual man considered as embodied in the audience or intended audience for films and other visual media Voyeurism - Gaining pleasure from watching other people, who don't know their being watched. Sexualisation - When something or someone is objectified with sexual references and suggests sexual connotations. Scopophilia -   sexual pleasure derived chiefly from watching others when they are naked or engaged in sexual activity; voyeurism. Discuss the representation of women in the music video Rip-Tide by Vance joy. Make reference to key terms and media language.   INTRODUCTION James Keogh, better known by his stage name Vance Joy, is an Australian singer and songwriter. His music can be typical categorised as indie/pop music. This music video demonstrates what is exactly being said in the lyric...

 2. Compare and contrast the ways in which viewpoints and ideologies are encoded in women and Ad-busters: Producers encode deeper meaning in any media text, in order for the audience to decode it.  Ad-busters -  What are the ideologies/viewpoints? Anti-capitalist - Mocking society and  Anti-consumerist - Mocking materialism in the world  Thought provoking - Making the audience decode deeper meaning to think about things differently Controversial - Really depressing articles or upsetting images  Culture jamming - The Tap advert, mocking mainstream companies  Counter-cultural  Hypocritical  Heavy Topiced -Upsetting topics or heavy issues that are hidden in the media typically  Anti-conventional  Liberal (left wing) Anti-mainstream Political - Tap advert incodes the political issue of lack of clean water around the world.  Subversive - Not a typical advert you would expect to see in a magazine 

Introduction to the music video industry -  Media Language  Key terms - modes, language polysemy, meaning, conventions, intertextuality, audience response and ideologies. Theory - Barthes and Levi-strauss  Representation -  Construction processes, stereotypes, social and cultural contexts, audience response, ideologies. Theory - Hall, Gauntlett, Van Zoonen, hooks, gilroy.  Rebecca - Vanity Angel: Bright and colourful Typical 80s American pop culture influenced  Constant movement, chaotic  Japanese view on american culture in the music industry Lots of patterns and use of shots and lighting More diverse, use of dancers, one black the other being white.  Editing matches the beat of the music.  Pulp - Babies (1994): Bigger narrative  White background  Showing the band creating the music Not as conventional, 'Edgy' music video Lip syncing movement  Weird dancing Daft Punk - da funk: More of a ...