john theory
TRANSCRIPT
SECTION AINTRO.
MUSIC VIDEOSMUSIC VIDEOS
A2 MEDIA STUDIES EXAM – SECTION A: THEORETICAL EVALUATION OF COURSEWORK In Section A you answer both 1(a) and 1(b). Question 1(a) will ask you to discuss the development of your skills from AS to A2 in relation to one or two of the following aspects:Digital TechnologyCreativityResearch and PlanningPost-productionUsing conventions from real media texts
1(A)
In the exam you should spend about 30 minutes answering question 1(a). In order to do well on this question you must remember to:
Discuss both your AS and A2 courseworkDemonstrate progress from AS to A2Refer to specific examples from your
coursework productionsUse terminology
1(B)Question 1(b) will ask you to select one of your coursework products, either AS or A2 and analyse it relation to one of the following specified theoretical concepts:NarrativeAudienceGenreRepresentationMedia Language
1(B)
You will need to spend about 30 minutes answering question 1(b) in the exam. In order to do well you should:
Demonstrate your understanding of media theory
Relate theory to a range of specific examples from your coursework product
Use theoretical and production terminology well
GENRE THEORY
MUSIC VIDEOSMUSIC VIDEOS
MUSIC VIDEO GENRE THEORYKatie Wales, 'genre is... an intertextual concept', and nowhere is this more appropriate than with music videos
Andrew Goodwin - music videos follow the following conventions:
1. Conventions depend on the genre of the music
2. Star persona is important and companies use close ups to sell them to the audience
3. Voyeuristic images are used to attract an audience
4. They often contain intertextual references to other media
5. There is a link between the lyrics and the visuals
6. There is a link between the visuals and the music / pace etc
ANDREW GOODWIN‘DANCING IN THE DISTRACTION FACTORY’Certain music genres contain conventions that audiences wish to see:• Rock bands traditionally will have performances of the band energetically singing the
track – perhaps in front of an audience, drummers emphatically drumming, singers scowling down the mic – all to show how tough they are
• Girl bands traditionally have a focus on heavily choreography dance routines, fashion, attitude, independence
SVEN E CARLSSONMusic videos mostly fall under 2 categories:• Performance (dance, song or instrumental focus)• Conceptual (abstract ideas the artist wants to promote through their song)
MUSIC VIDEOS
WATCH BOWIE, QUEEN & BON JOVI (SEE BLOGPOST FURTHER DOWN THE PAGE) & COMPLETE GRID IN YOUR BOOK
REPRESENTATIONTHEORY
MUSIC VIDEOS
MUSIC VIDEOS
REPRESENTATION OF GROUPS social class/status
ability/disability
gender
sexuality
national or regional identity
race and ethnicity
REPRESENTATION OF GENDER IN MUSIC VIDEOS
Solo Female/MaleBoy/Girl Groups
Male/Female Bands
HEGEMONYA dominant social or cultural view
e.g. The hegemonic cultural stereotype of men: masculine, aggressive, in charge, powerful
e.g. The hegemonic cultural stereotype of women: feminine, weak, subservient, traditional roles (wife, mother)
STEREOTYPES – RICHARD DYERStereotype (first used as a term by Walter Lippmann in 1956)
Has come to be defined as a negative representation or over-simplification of a category of people in a group
Dyer explains that stereotypes reinforce ideas of differences between people which are natural – i.e. Criminals are represented as low-lifes, untrustworthy...
COUNTER ARGUMENT – TESSA PERKINS (1979)Stereotypes are not always negativeAre not always about minority groupsStereotypes are not always false
Apply this to your characters in your videos • E.g. What social group(s) do your characters belong to? How is this made clear? • What age group do your characters belong to (e.g. Nervous, unsure teenagers...)
COUNTER ARGUMENT – DAVID GAUNTLETT AND MARTIN BARKERIdentities are not given but are constructed and negotiated (Gauntlett)
Martin Barker condemns stereotypes for mis-representing the real world by reinforcing false stereotypes
David Gauntlett acknowledges pluralistic change (e.g. stereotypes can be varied) but suggests a hegemonic framework still exists in society but also in media representations – This can act as a positive point to help audiences decode meaning quickly from media texts
MARGINALISED?
Consider using Levi-Strauss – binary oppositions
Mainstream vs. Marginalised
Counter-culture vs. Dominant cultural hegemony
USE REPRESENTATION GRID IN YOUR BOOK TO MAKE NOTES ON THE VIDEOS LISTED ON THE NEXT SLIDES
LAURA MULVEY – MALE GAZE
REPRESENTATION OF GENDER
ED SHEERAN – THINKING OUT LOUDTraditional gender representations
Use of dance – reinforces the stereotype – male leads the dance
Feminine apparel of the woman
Emphasis on the strength of Sheeran in the lifts and masculinity in his outfit. Focus on the rolled-up sleeves revealing tattoos
Male gaze concept: at one point Sheeran ‘plays’ the dancer’s leg like a guitar – she is literally his instrument/object to play with
LITTLE MIX – SALUTE
MUSE - MERCY
HOLE – CELEBRITY SKIN
REPRESENTATION - RESEARCHWhat representations have you discovered in your case studies? Dominant?
Marginalised? Stereotypes? Demographics (Gender, Age, Ethnicity, Sexuality, National Identity etc…) Sociographics (teen culture, professions, social groups, interests/activities)
What are you coming to recognise as the conventional stereotype in your research and how might you adapt this to conform or challenge the stereotype in your own production?
HOMEWORK – NEXT WEEK
Explore theories of representation in one music video.