Music video conventions-
Cutting on beat
Close up of artist’s face- ad brand identity, identification
with the artist
Narrative
(Performance)
Strong relationships between music video and image of the
artist or band
Parallel editing
Narrative tends to be linear
Performance is usually temporal editing
Marshall McLuhan “the medium is the message” – different
forms have different expectations and techniques have different meanings.
Goodwins points-
Lyrics relate to visuals:
-
Illustrative- direct demonstration of what
lyrics are
-
Amplifying- gives more emphasis, exaggerates
lyrics
-
Abstract- lyrics don’t relate to the music video
Music relates to visuals:
-
Visual representation of instruments
-
Cutting on beat
-
Camera movement
-
Dancing/gestures
Demands of record label:
-
Selling brand identity
E.g. close ups of artist, close
up of motif- repeated throughout video
Intertextuality:
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Reference to other texts (films, books
television shows)- very personal to the spectator
Reference to motion of looking and voyeuristic treatment of
the female body:
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Voyeurism- pleasure of seeing without being seen
Genre characteristics:
-
Different conventions depending on genre
References to looking/voyeurism:
Camera focuses on exposed parts of the female body i.e.
legs, waist, and chest
Midshots of her body while she isn’t looking- voyeurism
Tracking slowly- audiences eyes looking up and down
Camera tends to be positioned in typical male point of view
Appeals to inspirations of females
Star persona- “a star is a image, not a real person, that is
constructed from a range of materials” Richard Dyer
‘Materials’ – media materials (films, celeb shows,
interviews, mags, radio, music videos, digipack covers, newspapers)
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