1) Research: music videos You need to write a 150-word close-textual analysis of SIX music videos that will inform your production work. The music videos you analyse are up to you but focus on a different aspect of media language for each one (see guidance below).
The music video for Chihiro by Billie Eilish pain and loneliness in the way that the music video is presented. The camera focuses on close-ups of Billie’s face to show her feelings, while wide shots make her look isolated. The settings is simple and empty, with soft lighting to create a sad and quiet mood.
Lana Del Rey's Blue Jeans music video tells a story of love and heartbreak. Close-ups of Lana show her emotions, while slow-motion shots add a sense of a dream. The black-and-white, with water and shadows, gives it a nostalgic and sad mood. The slow editing matches the song's tone.
Lana Del Rey's Ultraviolence video shows her in a wedding dress walking through a forest, maybe a sad love story? Close-ups highlight her emotions, while wide shots show her isolation. The video uses natural lighting and creates a dreamy, sad mood. Slow editing matches the song’s mellow tone, focusing more on visuals and atmosphere.
Billie Eilish's No Time to Die music video shows her in a shadowy setting that match the film’s theme of betrayal and sadness. Close-ups of Billie’s face and slow shots highlight her emotions and isolation. The dark lighting creates a tense, sad atmosphere. The slow editing focuses on the song’s dramatic movie.
In Billie Eilish's Wildflower music video, Billie explores betrayal from a best friend. Wide shots of the landscape and close-ups of Billie highlight her isolation and connection to nature. The video features natural settings, bright sunlight, and simple clothing. Slow editing and long takes match the song’s relaxing mood.
Music Video 1: Narrative How is narrative used in the music video and what impact does this have on the audience? Can you apply any narrative theories to the story in the music video? Music Video 2:Camerawork (shots, angles, movement) Look for particular camera shots and movement - remember that movement is a critical convention of most music videos and camerawork can contribute to this. Music Video 3:Mise-en-scene What do you notice about the use of mise-en-scene to create meanings for the audience? Use CLAMPS to help you here and think in particular about how mise-en-scene is used to communicate the genre of music and the personality or brand identity of the band/artist.
Music Video 4:Editing For editing, analyse pace, transitions, the number of shots and juxtaposition. How does the music video create pace and excitement - or does it create a different effect for the audience?
Music Video 5:Conventions
Think back to our Introduction to Music Video and our work on Andrew Goodwin's theory on music video conventions as part of the Ghost Town CSP. How many key conventions of music video can you find in your fifth music video example?
Music Video 6:Visual effects, intertextuality or product placement
Choose a video that has interesting visual effects or intertextuality and analyse the effect this creates and how it is constructed. Alternatively, you could look at product placement here and see how a band or artist has incorporated a brand or product into their video. You can find a range of notable music video examples in this blogpostor you are free to select videos of your choice. You may wish to write more about one video than another but as long as you have 800+ words of music video research in total you will be fine. Feel free to use bullet points if this is helpful.
For this aspect of your summer project, write a basic treatment that gives your reader a good idea of what your three-minute video will look like. The most important thing is to keep in mind the brief - the music video must feature the artist or band (likely to be a performance element) plus a focus on footwear for the sponsorship deal specified in the brief.
Start your treatment with the following key details:
1) Artist/band and song you will use for your video
2) Original name for artist/band you have created - MUST be completely original
For example, Ed Sheeran - Shape of You is the artist and song you plan to use but your original name for your artist will be John Smith - Shape of You.
TREATMENT:
GRUDGE - Olivia Roderigo
RNB
THEME WILL BE HEARTBREAK
DEPRESSION
AFTERMATH OF BREAKUP
TYPICAL SCENE INCLUDING A RUNNING IN THE FIELD SHOT
FLASHBACK OF THE GOOD MEMORIES
SLOW MOTION TO CAPTURE THE DREAMINESS
LOW ANGLE SHOTS ALONG WITH WIDE SHOTS TO CAPTURE THE ISOLATION
MISE - EN - scene
MINIMALISTIC CLOTHING
RUNNY MASCARA
BOTH POVS
3) Statement of Intent Write the first draft for your genuine 500-word Statement of Intent. This will be submitted to the exam board alongside your media products and is worth 10 marks of the overall 60 marks available. The original AQA brief is here: NEA Student Booklet - Brief 4.
This is just your first draft of the statement so try and keep it under 500 words if you can. That will leave a bit of room to add later when you do your next draft.
500 WORDS
My intent with this music video is to use a RnB track by n artist like Billie, Lana, Olivia etc to make a sad and mellow music video about heartbreak. I will be using a lot of the techniques used by Billie and Lana such as close ups and wide shots to really capture that isolation and heartbreak from their significant other. The setting will be very dark and gloomy almost like in a horror movie to give a feel of abandonment and no escape from this occurring nightmare of heartbreak. The editing will be very low and I will use flashbacks to present old memorise of the couple while showing the present in a messy break up state. The costumes and makeup will be minimalistic with some subtle hints of runny mascara and messy outfits.
I will incorporate the shoes through the way I angle the camera in low shots to try and capture the downness that the main actor/actress is feeling within the music video. I will also film some running and bicycle shots of the couple in the flashback and try incorporate a lot of the attention on the shoes while also staying focused on the plot.
4) Ignite presentation Prepare a 5-minute, 20-slide presentation using the Ignite format in which you present your coursework project. In effect, this is your statement of intent in presentation format. You must cover:
Your music video and music magazine concept: your new originalartist, genre, song and music video treatment. Then, your print brief: music magazine title, double page feature, additional page, photoshoot etc.
Media language: how you will use music video conventions and music magazine conventions - e.g. camerawork, editing and mise-en-scene to create meanings for your audience.
Media representations: how you will use or subvert stereotypes in your music video and music magazine; applications of representation theory; social and cultural contexts - how your coursework will reflect contemporary media culture and society.
Media audiences: your target audience demographics and psychographics; audience pleasures - why they would enjoy your music video and magazine; audience theory if relevant.
Media industries and digital convergence: the potential record company that would promote your band or artist; the publisher for your music magazine; the brand identity for your artist; how fans would engage with your products etc.
Ignite presentations have very specific rules: you must create exactly 20 slides with each slide set to 15-second auto-advance. This means your presentation will be exactly five minutes followed by questions and comments from the class. You will deliver your presentation on your coursework planning in the first week back in September. Your Ignite presentation will be marked out of 30 on the following criteria (each worth a possible 5 marks):
Media Magazine Theory Drop - Postmodernism Create a new blog post called 'Postmodernism in music video: blog tasks'. Read ‘The Theory Drop: Postmodernism’ in MM66 (p26). You'll find our Media Magazine archive here - remember you'll need your Greenford Google login to access. Answer the following questions:
1) What did media theorist and Semiotician Roland Barthes suggest in his essay 'The Death of the Author'?
suggested that the interpretation of someone's work should not be based on the intentions or identity of the author. Instead he argued for focusing on the reader's interpretation and the text itself.
2) What is metatextuality?
Metatextuality refers to the relationship between texts, where one text refers to or comments on another text.
3) What is the repeated phrase on the cartoon on postmodernism on page 28?
Didn't have access
4) How does postmodernism link to media representations and reality?
Postmodernism suggests that media representations don't present reality; they actively shape how we see and understand it.
Music video CSPs and postmodernism Now apply postmodern ideas to our music video CSPs by answering the following questions:
1) How does the music video for Ghost Town incorporate elements of postmodernism?
Intertextuality
Irony
Pastiche
Deconstruction
2) What film genres are alluded to in the music video for Ghost Town? Which scenes in particular created these links?
film genres like dystopian and post-apocalyptic films from scenes depicting empty streets, and abandoned buildings create.
3) How does Old Town Road use postmodern elements in its music video?
"Old Town Road" mixes country and hip-hop, references Western films with comedy, blending old and new elements of media in a playful way.
4) How does the Old Town Road music video reflect technological convergence and modern digital culture?
The "Old Town Road" music video mixes old cowboy themes with modern internet culture, showing how technology and digital trends reshape traditional ideas in creative ways.
5) What do YOU think Lil Nas X was trying to say about reality and American culture in the music video for Old Town Road?
In the "Old Town Road" video, Lil Nas X critiques stereotypes of American cowboy culture while celebrating individuality. He blends old and new elements to challenge traditional ideas about identity and reality in a playful way.
1) What subcultures did 2 Tone emerge from in the late 1970s?
2 Tone emerged from the ska and punk subcultures in the late 1970s. It blended elements of both genres with a distinctive focus on race.
2) What social contexts are discussed regarding the UK in 1981?
Social contexts discussed regarding the UK in 1981 include rising unemployment, racial tensions, and social problems.
3) Cultural critic Mark Fisher describes the video as ‘eerie’. What do you think is 'eerie' about the Ghost Town video?
The "Ghost Town" video is eerie because of its portrayal of abandoned streets and buildings this atmosphere is similar with the song's themes of social unrest during the time.
4) Look at the final section (‘Not a dance track’). What does the writer suggest might be the meanings created in the video? Do you agree?
The writer suggests that the "Ghost Town" video creates meanings of isolation and desolated streets and aligns with the song's themes of social unrest.
It was a song that mixed the Ska and punk genre in a time where there was social unrest.
2) What does the article say about the social context of the time – what was happening in Britain in 1981?
high unemployment rates, social unrest, and tensions as significant issues influence the culture and society at the time. These challenges provided the background information for "Ghost Town".
3) How did The Specials reflect an increasingly multicultural Britain?
by blending ska and punk with reggae influences, incorporating diverse band members, and addressing social issues of racism while incorporating unity in their lyrics.
4) How can we link Paul Gilroy’s theories to The Specials and Ghost Town?
through their use of ska and reggae music, which originated from Caribbean communities in the UK. The band's multicultural lyrics addressing social issues like racism reflect Gilroy's emphasis on hybridity.
5) The article discusses how the song sounds like a John Barry composition. Why was John Barry a famous composer and what films did he work on?
John Barry was a famous composer known for James Bond, his music for films like "Goldfinger," "Thunderball," and "Diamonds Are Forever" helped define the spy genre. Ghost Town - Media Factsheet Watch the video several times before reading Factsheet #211 - Ghost Town. You'll need your GHS Google login to access the factsheet. Once you have analysed the video several times and read the whole factsheet, answer the following questions:
1) Focus on the Media Language section. What does the factsheet suggest regarding the mise-en-scene in the video?
empty streets, props, abandoned buildings, broken windows, lighting (dim or natural light), and costumes (band members' clothes reflecting the era and style).
2) How does the lighting create intertextual references? What else is notable about the lighting?
classic film noir's use of shadows and contrasts adding to the lighting, enhancing the video's eerie atmosphere and urban setting.
3) What non-verbal codes help to communicate meanings in the video?
non-verbal codes such as facial expressions of band members, camera angles focusing on desolate urban landscapes, and use of symbols like broken windows and empty streets help convey meanings of abandonment.
4) What does the factsheet suggest regarding the editing and camerawork? Pick out three key points that are highlighted here.
Use of Quick Cuts
Long Takes
Camera Movements
5) What narrative theories can be applied to the video? Give details from the video for each one.
Todorov's Narrative Theory: The video starts with a normal city scene, disrupts it with abandonment, and resolves with the band performing in desolation.
Propp's Character Functions: The band acts as heroes facing societal abandonment, navigating obstacles like empty streets and buildings.
6) How can we apply genre theory to the video?
The "Ghost Town" video blends music video with movie, creating a hybrid genre.
7) Now look at the Representations section. What are the different people, places and groups that are represented in the Ghost Town video? Look for the list on page 4 of the factsheet.
include abandoned city, diverse band, horror themes and possibly issues like poverty or racial tensions.
8) How can Gauntlett's work on collective identity be applied to the video?
showing how it addresses concerns and diversity, showing a sense of collective identity among the audience.
9) How can gender theorists such as Judith Butler be applied to Ghost Town?
Gender theorists like Judith Butler could analyse "Ghost Town" by looking at how the video portrays and challenges traditional ideas about gender roles and identities.
10) Postcolonial theorists like Paul Gilroy can help us to understand the meanings in the Ghost Town music video. What does the factsheet suggest regarding this?
It reflects issues of race, identity, and isolation.
Create a new blog post called 'TV assessment learner response' and complete the following tasks on your coursework blog:
1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).
2) Read the whole mark scheme for this assessment carefully. Identify at least one potential point that you missed out on for each question in the assessment (even if you got full marks for the question).
• The increasingly blurred nature of film genres in the contemporary media landscape. Sequels
and parodies often offer intertextual references and audience pleasures linked to recognition of other films, franchises, genres or stars. Possible theories: Steve Neale –
similarity and difference; Schatz – genres are dynamic and go through cycles. Kingsman: The Secret Service suggests the parody or deconstruction stages – where genres are
experimented with to establish new or different conventions.
3) The first question demanded a response using postmodern terminology. Write a definition here of the three main terms:
Bricolage: "Bricolage" is the creative act of using whatever materials or resources are on hand to construct or achieve something new.
Pastiche: "Pastiche" refers to a creative work that imitates or incorporates various styles, techniques, or elements from different sources or periods, often to create a new and distinctive composition.
Intertextuality: "Intertextuality" refers to the relationship between texts, where one text references, quotes, or alludes to another text. It highlights how texts are interconnected and can influence each other's meaning and interpretation.
a) analysis of the products that focuses on contexts and ideological positioning - media products are inherently ideological, they cannot avoid positioning audiences
b) use of media theory - the construction of representation through the narrative conventions of enigma and suspense is highly artificial, making it very difficult to read the programmes as representations of reality
c) a judgement or conclusion on the question - The focus on real historical events raises questions about how these events can be represented to create an ideological position.
d) examples from the TV CSPs - Representations of the Stasi include their role in detentions and murder but the alignment of the audience with Lenora and Martin counters this.
e) use of media terminology - The narrative relies on a highly constructed enigma of the detective narrative providing audience pleasure but complicating the concept of realism.
5) Based on this assessment, write three things you need to revise before the upcoming end of Year 12 exams.
1) Type up your feedback in full (you do not need to write mark/grade if you do not wish to).
WWW: some attempt to apply Hall's Theory
EBI: Need a stronger understanding of reception theory and more details into the CSPs.
2) Read the mark scheme for this exam carefully, paying particular attention to the 'indicative content' for each question. Firstly, focus on the unseen question and identify two aspects of the poster that you could have written about in your answer.
• The way events, issues, individuals and social groups (including social identity) are
represented through processes of selection and combination
• The codes and conventions of media forms and products, including the processes through
which media language develops as genre
3) Look at the indicative content for Q1 again and make a note of any theories or examples of media terminology you could have used in your answer.
Reception Theory
Encoding Theory
Specific Genres ( horror, sci-fi, thriller )
Visual Codes
4) Now focus on the TV 25-marker. Read this exemplar response for the TV question and pick out three arguments, phrases or theories from the essay that you could use in a future question on Capital and Deutschland 83.
• The focus on the cold war is a reference to actual historical and political events
where the encoder assumes a certain cultural competency.
• The narrative is structured around the use of oppositions to represent East and West
Germany and their signifying values, these will be decoded differently depending on
political perspectives and experience of the audience.
• The hero is an East German, reflecting values associated with communism and
socialism, to what extent does identification with character make these the
preferred values of the drama?
5) Finally, identify three things you need to revise for Media Paper 2 before your next assessment or mock exam.
