‘Real Text’ AnalysisBeyoncé- Me Myself and I

AlunaGeorge- Your Drums, Your LoveKaty Perry- Firework

TLC- WaterfallsMichael Jackson and Janet Jackson- Scream

Rianne Addo

Beyoncé- Me Myself and I

Forms and Conventions/InstitutionsGenre: R&B/SoulReleased in 2003

Director: Johan RenckReached #2 in the ‘Billboard US Hot R&B/Hip Hop Songs’ Chart

Label: Columbia RecordsMTV played this music video as the channel plays music videos that feature well-known mainstream artists (which Beyoncé is), which is where most consumers watch the video, as opposed to Internet websites such as YouTube, as this option of viewing a

video wasn’t as recognized/mainstream to the audience.

Hybrid of Performance, Concept and Narrative

Performance as she is singing (lip syncing) to the audience

Concept based as parts of the video are in reverse to show the audience that she would deal with previous situations with her new mind set of being an independent woman.

The Narrative is the fact that her boyfriend has cheated on her, therefore she feels as if she needs to be dependant on herself only.

Cinematography

Relationship between sound and imagesEditing

Mise-en-scene

Wide shot used a lot to display as much as possible. This links with the fact that this song is of the R&B/Soul genre, whereby songs of this genre tend to be about the artist revealing all their emotions.

Background curtains and artists clothing are black as the theme and emotions towards the situation in the song are negative, therefore the black colour scheme adheres with the tone of the song (narrative wise).

Artist is smoking a cigar which is stereotypically a masculine practice, and therefore ties in with the fact that she wants to be independent and break the division between gender roles and be independent.

Main editing technique used is parts of the video being played in reverse. This technique was used to show the audience how she would deal with the situations differently with her new mind set of being an independent person overall.

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

In other parts of the video she displays what is said in the lyrics through acting. At one point she says ‘I’m smarter than that’, which is in reference to the artist trying to drown herself.

Taking the techniques used into consideration, I believe that some techniques adhere to the conventions of R&B/Soul music videos, e.g. it displays the artist singing to the camera, which is a convention seen in R&B/Soul music video as it suggests that she is presenting her emotions. However, I believe that the main editing technique used in this video (parts of the video being played in reverse) is not conventional with R&B/Soul music videos, but works well with the meaning of the song, and therefore this music video subverts with the conventions of a R&B/Soul music video to a certain extent, without going off on a completely different tangent, making it an unique R&B/Soul music video.

RepresentationsThe artist is represented as wanting to be independent as a result from being dependent in a relationship, whereby her partner cheated on her. The video shows a growth from being dependent to being independent.

Evidence through Mise-en-Scene

She is attempting to drown herself as she is vulnerable due to her dependency on her partner failing her as he cheated on her.

Artist is smoking a cigar which is stereotypically a masculine practice, and therefore ties in with the fact that she wants to be independent and break the division between gender roles, and be independent.

She is alone, wearing expensive and sophisticated clothes, which suggests that she is successful and wealthy without a male figure, which again ties in with her goal to be independent.

Evidence through Camera and Editing

This medium long shot allows the audience to see her posture, of which she is walking boldly, with her head held up high, which represents superiority, independence and elegance.

Using Panning allows the audience to see the artist sing about her emotions. This links with the dominant representation of women being emotional and displaying their emotions very obviously as opposed to men who tend to bottle hide their emotions.

Audiences

I believe that the target audience for this music video are women who have been cheated on, so invites them to empathise with Beyoncé. In this medium shot, Beyoncé is crying and contemplating drowning herself due to her partner cheating on her. When applying the Uses and Gratification theory to this, audiences tackling the similar problems would be able to identify with her through their personal relationships. A feminist interpretation of this video would be that women are vulnerable and unstable without a partner, which is suggested here with Beyoncé even contemplating death due to an unfaithful partner.

I also believe that as Beyoncé is looked upon as a positive role model in the media, the message of being independent and confident despite a partner cheating on you will attract these women and encourage them to overcome a similar situation by this approach. In this medium long shot, Beyoncé is walking upright which implies dominance and confidence, qualities that the audience targeted in this video would want after situation like this. When applying the Uses and Gratification theory to this, audiences may feel pleasured by watching a positive outcome from a negative situation and feel as if they can aspire to Beyoncé's approach and hopefully identify with her personally, eventually. A post feminist interpretation from this video would be that women can be strong and dominant with sex appeal. This is shown through her revealing her cleavage but still walking upright with her head held high.

Target Audience and Audience Theories

AlunaGeorge- Your Drums, Your Love

Forms and Conventions/InstitutionsGenre: R&B

Released in 2012Director: Henry Scholfield

Reached #50 in the ‘UK Singles’ ChartLabel: Island

This single was released in the format of digital download and advertised on YouTube. Since its release in September 2012, it has 2+ million views on YouTube, showing that it was successful.

Hybrid of Performance and Concept

Performance as she is singing (lip syncing) to the audience

Concept based as the street dancers dancing in the video are representing the Aluna’s emotions.

Cinematography

Relationship between sound and imagesEditing

Mise-en-scene

Wide shot used of the dancers dancing to reinforce the artists emotion. The wide show allows all the dancers to be viewed, to further exaggerate the artist emotions. This links with the emotive nature of songs in the R&B genre.

The fact that they are in an art gallery which tend to be mellow, allows Aluna to think to herself, whereby all her emotions are displayed, again linking with the R&B genre where emotions are shown.

Aluna is the only person wearing cream, whereas even George blends in with the street dancers, allowing herself to stand out, and allowing the audience to divert their attention to her at all times and realize that the emotions being described in the song are about Aluna.

An editing technique used was panning from her profile to her full face. This was used to inform the audience that this video is centred on her, rather than the audience only seeing half of her.

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

The dancers are dancing in sync with the artists emotions.

Taking the techniques used into consideration, I believe that some techniques adhere to the conventions of R&B music videos, e.g. it displays the artist singing to the camera, which is a convention seen in R&B music video as it suggests that she is presenting her emotions. However, I believe that setting is not conventional, but adheres to R&B itself, as it allows the artist to project her thoughts in a mellow environment.

Medium close up used to display the artists emotions through Aluna’s facial expressions. This links with the fact that the song is of the R&B genre, as R&B songs tend to be emotive.

RepresentationsThe artist is represented as by being emotive, something that is stereotypically seen as a naïve trait and commonly associated with females. Relationship is seen as complex.

Evidence through Mise-en-Scene

She is looking down, suggesting that she is thinking about what she is singing about- emotions. This links to the dominant representation carried by women, whereby they are seen as ponderers and are well in tune with their emotions.

The location of an art gallery signifies relationships as a complex concept. This notion links with the fact that Aluna is singing about how George is oblivious to her love for him, and compares it to ‘treading water for your love’.

Audiences

I believe that the target audience for this music video are women who long for the attention and love from a potential partner that they are fond of. When applying the Uses and Gratification theory to this, This medium wide shot, allows the audience to identify their personal potential relationship with the fact that the potential partner may be oblivious with the fact that the individual is fond of him/her. This allows the audience to empathise with Aluna, and possibly influence them to talk to the potential partner as Aluna has.

Target Audience and Audience Theories

This video fuses R&B with the art subject, allowing a larger audience (people interested in art and dance) to watch the video and see how this video links art with emotions, which are two complex aspects of life.

and

Relationship Art Gallery with dancers

Katy Perry- Firework

Forms and Conventions/InstitutionsGenre: Pop

Released in 2010Director: Dave Meyers

Video reached #1 in MuchMusic’s top 50 videos of 2010Label: Capitol

MTV played this music video as the channel plays music videos that feature well-known mainstream artists (which Katy Perry is). This video has a staggering 385 million+ views on YouTube, showing that it is a successful and could reach a large amount of

people.Hybrid of Performance, Concept and Narrative

Performance as she is singing (lip syncing) to the audience

Concept based as the firework represents confidence to people with insecurities.

This video has many narratives with the universal theme of insecurity. One narrative in this video is a females insecurity to be in a bikini as she feels insecure about her weight compared to.

Cinematography

Relationship between sound and imagesEditing

Mise-en-scene

Wide shots used a lot to display as much as possible. In this shot, the majority of the shot is the firework. This was used to inform the audience of the main message of this video- the firework representing confidence, a universal human characteristic.

Main editing technique used is parts of the video being played in slow motion. This technique was used in the second half of the video, when all the insecure individuals started to embrace their insecurities with confidence. This was used to highlight the important message being portrayed in the video.

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

Taking the techniques used into consideration, I believe that these techniques adhere to the conventions of Pop music videos, e.g. it focuses on a universal issue tackled by individuals and allows the audience to identify with it through these techniques.

In this wide shot, the rule of thirds is used, whereby the main aspect that the director wants the audience to see is in the middle, attracting their attention to this message portrayed in this shot. The insecure female finally has the courage to take her clothes off, whereby slimmer people are in the first third and third third of the shot. This allows the audience to see her insecurity (being a different size to everyone else in the shot)and how she overcomes it(eventually takes her clothes off) all in one shot.

The overall lighting in the video is dark, in contrast to the with the bright firework released half way through the song. This allows the audience to view the growth from being insecure to being confident. As these two characteristics are opposites, parallels can be drawn from this with the opposites of lighting between dark lighting and the bright lighting from the firework, with dark lighting representing insecurities and bright lighting representing confidence.

RepresentationsPeople are represented as being insecure and timid. However, individuals are also represented as being strong as they are able to overcome problems.

Evidence through Mise-en-Scene

The boy’s posture shows that he is timid and unconfident, which links to the representation of youth being insecure and shy.

Evidence through Camera and Editing

The females arms up in the sky give off a sense of achievement and relief, therefore parallels can be drawn with this and individuals being able to overcome their problems.

There is a panning shot of young individuals running, which links to the dominant representation of youth being energetic.

Audiences

I believe that this music video attracts youths tackling insecurities, a widespread issue. In particular, it discuses the issues of weight, sexuality and family problems. As these issues are discussed in everyday life, it allows youths to identify with it, and also overcome the problems they have by watching this video. In reference with the Uses and Gratification theory, the target audience are able to identify and emphasize with the issues and be educated in how to overcome problems to acquire confidence.

Target Audience and Audience Theories

TLC- Waterfalls

Forms and Conventions/InstitutionsGenre: R&B/Soul/Hip-Hop

Released in 1995Director: F. Gary Gray

Reached #1 in the ‘Billboard US Hot 100’ ChartLabel: LaFace Records

Channels such as MTV played this music video as the channel plays music videos that can appeal to a wide audience, in which this video’s message was the issue of drug dealing and HIV, something that is relatable to a variety of audiences, whether they listen

to R&B/Soul/Hip Hop.Hybrid of Performance, Concept and Narrative

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

Concept based as Waterfalls represents the issues that they are tackling.

There are two narratives in this video, both tackling a world issue. One is tackling HIV, whereby the other is tackling the pressure of drug dealing, in which they both die.

Cinematography

Relationship between sound and imagesEditing

Mise-en-scene

In this extreme close-up, the singers say ‘he doesn’t recognize his reflection’. This links with the fact that he has just slept with a female with AIDS, and has seen early symptoms of the disease. This allows the audience to acknowledge that he feels as if he is completely changed, as eyes are a ‘window to a person’s soul’, therefore as he can’t even recognize his eyes, it shows that the change in himself is large. This links with the fact that this song is categorised as R&B, as it allows the audience to empathise and be emotive.

One editing technique used is when many shots are used within 5 seconds of different settings, whereby they zoom into the cities. This technique allows the audience to acknowledge that the song is about people from inner cities, whereby many individuals of the world can identify.

In parts of the video TLC are lip syncing the lyrics of the song.

In parts of the video, TLC are narrating the stories shown in the video. In this shot, the lyrics sung is ‘He cant seem to keep his self out of trouble’ which is in reference to the male going inside a car to drug deal whereby his mother is against it.

Taking the techniques used into consideration, I believe that these techniques adhere to the Hip-Hop/R&B/Soul genre, as it allows the audience to identify with human problems, and is emotive, which are qualities seen in these genres. However, I believe that the fact that they are not talking about themselves subverts the Hip-Hop/Soul/R&B genre, but also attracts a wider audience and invites the audience to feel more involved into the song.

There are many images of waterfalls collapsing into rivers (setting). Parallels can be drawn between this and the lyric ‘Don’t be chasing waterfalls’ whereby waterfalls are in reference to the issues tackled in inner cities.

Representations The people in this video are represented as easily lead, with the artists being the narrators.

Evidence through Mise-en-Scene, Camera and Editing

This wide shot allows the audience to see the male making the wrong and dangerous decision and being easily lead by his peers to sell drugs, leading him to death. The wide shot also allows the audience to visualise the contrast between the male choosing his mothers decision and his peers decision. As his mother is pictured to be faint, this suggests that he is not listening to his mothers advice.

Audiences

I believe the target audience for this music video are individuals who are tackling common inner city issues such as HIV and drug dealing. As this music video doesn’t provide a resolution to the problems, it allows the audience to reflect on their past experiences and hopefully improve, again allowing them to feel involved in regards to with the music video. Therefore according to the Uses and Gratification theory, the audience are able to empathise with the narratives.

Target Audience and Audience Theories

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.