BLOG TASK 2A Power Point presentation to explore how effective the combination of my main product and ancillary texts is?

Keith Negus believes that a pop promotional video is the explicit and unashamed promotion of an artist and/or image. The media text I have constructed explores a day in the life of some of society’s most decrepit figures, while constantly flitting back to the epicentre of the creativity, which is; ‘The DJ’.

The media text has been carefully formulated to attract real young teens who themselves, are undergoing the hardship instigated by the economically oppressive nature of today's’ society.

The media text incorporates styles attempting to convey ‘gritty realism’ .

Explain what the Digi pak and Magazine advert were trying to do.. The digi pack is normally the

last contact the consumer has with any art relating to the product before purchase. We constructed the media text, eagerly hoping to captivate the essence of our pop promo within the design; ensuring the same attraction the consumer has towards the video, proving to be a vivacious tactic within our campaign.

Much like the digi pack, the magazine advert hopes to captivate the essence of the pop promo’s aesthetically induced message. The fragmentation of the media texts image, exemplifies the video’s meaning. i.e. how the group within the narrative are broken and lost.

Carlsson Theory Theory re preformers in pop videos One or more of: Commercial exhibitions Televised bards Electronic shaman

What is your star and brand name? The essence of my stars image, brand and name exists

within three areas: 1) They are the reckless, violent and the lost backlash of a

broken society, 2) The DJ is creative, vivacious and down to earth; a

puppeteer of the thugs’ behaviour stating that he is a master of his environment – a true urban product as well as ‘king of the streets’.

3) Within their hard exteriors are human beings longing for retribution against the cruel harshness of their situation.

Richard Dyer In order to understand the relationship between

the music industry and its audiences, it is important to consider the roles of music stars..

Stars have some key features: A star is an Image: this is not a real person, but is

constructed out of a range of materials, such as advertising, magazines etc..

Stars are Commodities: produced and consumed on the strength of their meanings.

Richard Dyer Stars depend upon a range of subsidiary media

such as magazines, TV, radio, the internet, in order to construct an image for themselves which can be marketed to their target audience.

Too create our star image we created a Pop Video, a magazine advert and a Digi Pack.

The star image is incoherent, that is incomplete and ‘open’.

Dyer says that this is because it is based upon two key paradoxes:

Richard Dyer Paradox 1: The star must be simultaneously ordinary

and extraordinary for the consumer.

Paradox 2: The star must be simultaneously present and absent for the consumer.

Richard Dyer in relation to my video Its necessary that I apply and subsume Richard

Dyers theory about the two key paradoxes when formulating my video. This synergy between Dyers ideas and my videos construction exists and the evidence is the following….

Richard Dyer in relation to my video It conforms to paradox one for their economic situation

and the feelings of anger the thugs convey are a common image and existence within society; meaning that many consumers of the media text will relate to this either due to their similarities or conformation of ideologies. They are extraordinary to the consumer due to their erratic and violent behaviour, which may seem reckless and exhilarating to the common fan.

Richard Dyer in relation to my video It conforms to paradox two because they are present

within every young man within society; whether you observe angry adolescents in your local area or on the news. They are not present due to similar reasons stated above I.E many of their actions are often what the consumer fantasises instead of actually occurring as part of their day to day life.

Richard Dyer The incoherence of the star image ensures that audiences continually

strive to ‘make sense of’ of the image. This is achieved by continued consumption of the star through his or her

products. In the music industry, performance seems to promise the completion of the

image, but it is always ultimately unsatisfying. This means that fans will go away determined to continue consuming the

star in order to carry on attempting to complete their image Finally, the star image can be used to position the consumer in relation to

dominant social values (that is hegemony). Depending upon the artist, this may mean that the audience are positioned

against the mainstream (though only to a limited degree, since they are still consumers within a capitalist system) or within the mainstream, or somewhere in between

Richard Dyer A quote from Richard Dyer (Stars, 1981): “In these terms it can be argued that stars are representations of persons

which reinforce, legitimate or occasionally alter the prevalent preconceptions of what it is to be a human being in this society. There is a good deal at stake in such conceptions. On the one hand, our society stresses what makes them like others in the social group/class/gender to which they belong. This individualising stress involves a separation of the person's "self" from his/her social "roles", and hence poses the individual against society. On the other hand society suggests that certain norms of behaviour are appropriate to given groups of people, which many people in such groups would now wish to contest (eg the struggles over representation of blacks, women and gays in recent years). Stars are one of the ways in which conceptions of such persons are promulgated.”

Levi Strauss Concept of Universal Myths Myths are narratives which belong to

cultures rather than individuals and which tend to be passed down generation to generation.

He identified many universal social structures, e.g.: importance of kin (importance of family), taboo on incest etc…

He said that “myths performed a valuable social function by embodying values and ideas which are important for particular societies”. – often in form of binary oppositions.

Levi Strauss sees myths as a human need to make sense of the world, solving our cultural and common dilemmas, myths offer answers to these dilemmas.

Myths are a kind of universal language.

Universal myths are everywhere, in every day stories, gossip, drama and in the mass media as they explore the world in which we live.

How Levi Strauss’ theory applies to my Pop Video Universal myths in

media texts come threw:

Subject, Themes Narrative, resolutions Characters,

archetypes and stereotypes

Dialogue

Levi Strauss’ theory in relation to my video Levi Strauss’ theory applies to my pop video and was

heavily considered during its construction. I have created a narrative within the media text that exemplifies one of the most urban and highly influential archetypal stories in existence; a story entailing a group of young men trying to find themselves in the mist of war, violence and confusion. The video confronts factors spanning from such generic yet powerful qualities as testosterone-ridden males, defending their territory to the children of the jungle. Factors that appear in myths and legends all over the world. A true primal chronicle.