RESEARCH - Laura Mulvey's Theory

Laura Mulvey’s quote on the Male Gaze:

            “In a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female. The determining male gaze projects its fantasy onto the female figure which is styled accordingly”.  –Laura Mulvey, 1992

My interpretation of Mulveys theory is that there is a sexual imbalance between male and women stereotypically, male having higher roles and the women being looked down on. Men get pleasure from simply looking at women, while the woman being passive meaning allow/accepting them to gawp at their figure and assets. Female figure which is styled accordingly meaning the women wear provocative clothing.

Her theory is commonly known as the ‘Male Gaze’, when one is viewing a music video the women are shown to be objectified. Women are mainly used for male enjoyment; this is mostly with in the genre of grime/rap/R&B/pop etc. When lyrics are based on a woman, the music video shows focus mainly on her assets. Sometimes edited to show just her figure/assets on screen, girls in music videos are always in costume of something revealing or provocative for the male viewers.

Example:

Robin Thicke - Blurred Lines        http://youtu.be/yyDUC1LUXSU

From this music video it clearly shows women as an object, the singers/rappers within the video stare at their figure. Also, the lyrics are based on girls. The girls in the music video are walking around being very passive wearing next to nothing! Women are perceived very much as just an object to male viewers.

RESEARCH - Carol Vernalis's Theory

Carol Vernalis main theory on music videos is that the continuity of shots are broken down in to sequence to reel in the viewers, effects and transitions also help this. A main component within a music video is Jump cuts this also helps attract viewers when it cuts at the time of the beat; it creates the feel of the track being catchy. Also, a base track (master shot) is commonly used without a music video to give the video structure.

Examples:

Rizzle Kicks – Down With the Trumpets    http://youtu.be/8ip8OsExLJs

Within this video you can clearly see that the continuity within the video doesn’t add up as they move from one place to the other using Jump cuts. Also, the jump cuts are also in beat to the song. A good example is when the artists Jordan and Harley are holding the trumpet on their shoulder and fall on to a wall but then jump cuts and falls on to bed of daisies.

Rizzle Kicks – Lost Generation      http://youtu.be/iL51Tsh6Sdg

This music video is also a good example of her theory on rules of continuity editing as this has many jump cuts and always goes back to the base track being in the Big Brother house chair. For example Harley making toast jumps straight to eating toast then to sleep on toast. It skips parts out of the process in making the toast. The shots are also cut to the time of the beat and there are parts that are edited to slow motion to show how a part is sung or rhythm is as the time.

RESEARCH - Andrew Goodwin's Theory

Andrew Goodwin believes that traditional narrative music videos do not apply to pop music videos; this is because pop music is very repetitive and often repeats videos as the chorus or lines are repeated. However, some music videos provide pleasure to the audience that encourages repeated viewing; promoting the music/song. The music video also contains the artist which will often look into the camera which reaches out to the viewers, which create fans. For example ‘One Direction – That’s What Makes You Beautiful’, girls fall at their feet as if the boys are singing about them (viewer) as they watch the video.  Also, some music videos maybe promoting other aspects of media such as: films, branding, etc.

All music videos are an Illustration, Amplification or Disjuncture. What do these mean?

• -          Illustration in a music video, is simply narrating what is being said in the lyrics by the artist. Also, uses dance or digitalisation to express mood of song.

• -          Amplification in a music video is when the video adds on more in-depth meaning to the lyrics but do not contradict.

• -          Disjuncture in a music video is when there is little connection between video and lyrics and the video contradicts the lyrics. 

EXAMPLES:

Illustration ‘Owl City – Fireflies’ http://youtu.be/psuRGfAaju4

‘Fireflies’ is a great example for an Illustrated Music Video, as the lyrics that are being said by the artist are then reflected in the atmosphere (bedroom) he is in. The songs genre is SynthPop and the music video makes it really catchy with the different lights and ways to illustrate the lyrics. For example, the robots eyes flash in the rhythm of how the beat and lyrics are being sung, and also dances when said in the lyrics. As the artist sings the words “keep them in a jar” the video clearly shows a jar of fireflies which indicate that it is an illustration. Also, as the lyrics are being sung they come up on a type speak toy. The artist is the narrator as when he sings the lyrics the video reflects what is being said, he is also the participant as he turns on the buttons on the keyboard, such as ‘magic’ which then we see all the lights turn on and toys come alive in the beat and rhythm of the song. However, he is also the performer as we see him on the keyboard. As it fades out the toys turn off and the type speak toy says goodbye and a letter deletes till blank in time with the music which is very catchy. 

Amplification ‘Adele – Chasing Pavements’ http://youtu.be/08DjMT-qR9g

‘Chasing Pavements’ music video is an example of Amplification, as the lyrics that are being said are being amplified and are shown into greater depth than the words express. The genre of this song is soul, and is very moving. The music video is an enhancement of the words being sung which has a bigger impact on viewers. Adele plays the narrator and observer which shows the genres mood doesn’t contain dancing of high spirited rhythm. The lyrics are clear that the song is about love and heartbreak and clearly shows that within the music video. For example, there is a car smashed against a tree which shows there had been an accident, metaphorically speaking; a car crash in a relationship. We know this as there is a couple on the pavement. As the lyrics are being sung “should I give up or should I just keep chasing pavements” the couple are reunited and show they are happy and as the lyrics are repeated and Adele sings “should I give UP” emphasis on the UP as the man in the relationship lifts the girl up which is illustrated but more in depth amplified story. When she sings “leads nowhere” the couple then go back to their injured state which resembles heartbreak. There is a part where a shadow appears to the girl and the male finds a note which resembles she had cheated on him, which indicates what the love and heartbreak is about. This helps audience understand and reel them in, relating to themselves in their own love life. Tugging on those heart strings! Near the ending of the song becomes more upbeat and happier as we see the couples dancing then slowly falls apart and are separated on ambulance beds. 

Disjuncture ‘Radiohead – Karma Police’ http://youtu.be/9Ay699qcSb4

‘Karma Police’ shows disjuncture throughout the music video. The lyrics made very little connection and did not make sense according to the video. The music video shows a car driving and ahead a man appears running and the singer is in the back seat singing which is a little strange as we are not sure who is driving or why it is chasing a man? We also see the artist at back seat singing however, does not make direct eye contact with the camera/viewers. It goes off topic to the meaning of lyrics and the video does not link to lyrics at all. It then ends with the man running setting fire to the gas that leaked from the car and the car goes on fire and there is no artist at the back seat as the lyrics are sung “ I lost myself”.  

RESEARCH - Function of a Music Video

What is the function of a music video?

Function of a music video is to promote a song or an artist, but also to entertain the public. It creates fans and helps sell clothing, perfumes, CDs, concert tickets and other merchandise.

A good example of a music video would be, 'One Direction - What Makes You Beautiful'.

<iframe width="560" height="315" src="//www.youtube.com/embed/QJO3ROT-A4E" frameborder="0" allowfullscreen></iframe> 

This is a good example of a music video as it has a target audience, being girls/teens. Viewers are entertained but also in awe, staring at the five boys - thus creating fans/fanbase! Girls go crazy for One direction, all over the world they have a million followers on the social media site - Twitter. Girls go through anything to see them live and in the flesh. This has the selling point, buying merchandise, concert tickets and also their style. It has the entertainment factor of seeing them sing in a nice location and a story line, viewers are hooked. This also sells the song, as it is targeted at teens and girls; they'll be feeling as if they're being sung to which makes them love the song as well as the artists themselves. 

REFLECT - Skills Learnt From AS Year

This grid shows what I've learnt in my AS year in media from the skills I've learnt, the challenges I had and also the positives I got out of it. 

It also shows what I may need to develop on for the A2 year, the skills I will need, the challenges that may arise and cope with and also some positives that has come out of A2.

Research - Analysing costume, setting and location in music videos

Research - Review of previous student video

For me probably the best previous student videos of the few that we were looking at within lesson was the Delilah - Never Be Another ft. Devlin remake. I think for me the main representation that was highlighted was the male gaze and the 'lone wolf', these are both emphasised heavily upon using camera movement, edit to beat and the use of lighting and filters. Also, I liked the use of narrative/structure where it went from exterior to interior.