Michael Jackson and Janet Jackson- Scream

Forms and Conventions/InstitutionsGenre: R&B/Pop/Electronic Rock

Released in 1995Director: Mark Romanek

Reached #1 in the six countries including USA and ItalyLabel: Epic Records

MTV played this music video as the channel plays music videos that feature well-known mainstream artists (which Michael Jackson and Janet Jackson were), which is where most consumers watch the video.

Hybrid of Performance and Concept

Performance as they are dancing and singing (lip syncing) to the audience

Concept based as the name of the song links with the bad press that Michael Jackson was getting in the media at that time. They are dressed in black and swearing at the camera to project their anger towards the media.

Cinematography

Relationship between sound and imagesEditing

Mise-en-scene

Low angle shot used as Michael and Janet are mocking the media, whereby Michael is the paparazzi and Janet/the Camera is Michael being scrutinized. This allows the audience to visualise Michaels struggle with privacy, as he feels as if the media are always analysing him, therefore have a higher authority over his personal life than he has.

The black and white colour scheme links with the negative connotations of the song, whereby he is angry. This links with his posture in this shot, with Michael literally screaming due to the scrutiny from the media.

In parts of the video the artist is lip syncing the lyrics of the song.

Taking the techniques used into consideration, I believe that some techniques help to adhere to the conventions of R&B/Pop/Electronic Rock music video e.g. as the artists are discussing issues that are based on their life experiences which is a common aspect of R&B.

There are many different shots in a short time frame whilst he is screaming, which links with the fact that there were many stories about him in the media whereby he wasn’t comfortable.

The artist smashing the guitar adheres to the conventions of Rock music videos, whereby they show their expressions through aggression.

RepresentationsThe artists are represented as aggressive and crazy, as the media press has caused this.

Evidence through Mise-en-Scene

The dark make-up, messy hair and black clothing symbolises frustration and rage, which invites the audience to acknowledge that something bad has lead the artists to feel such a way, which leads them to wear clothing that carries negative connotations.

AudiencesTarget Audience and Audience Theories

With reference to the Uses and Gratification theory, I believe that this music video is purely to entertain the audience that like Michael Jackson’s and Janet Jackson’s music, with the intention of providing enjoyment for consumer. As both artists are R&B artists, this diversion from both artists type of music could draw a wider audience, for people who enjoy Electronic Rock.