Introduction to a2
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Transcript of Introduction to a2
Introduction to A2
Advanced Portfolio
Course Breakdown
• Coursework 50%• Exam 50%• In the exam:
Section A: reflecting on courseworkSection B: We Media & Democracy
Music Video
• Blogging• More advanced use of technology• Creating a music video promo for a song that
does not already have a video• Creating a Digipak and Magazine Advert• Individual or group work• One term
How will it be different to AS?
• You will learn media theories and apply them to both professional products and your own work
• You will develop high level understanding of the impact media has on our everyday lives
This Term’s Aims
• To understand the language of music videos• To understand the narrative devices used in
music videos• To understand how intertextuality is used• To explore representation of artists• To understand how audiences are targeted
and how they are positioned by the producer• To learn how to use Final Cut Express!
Let’s Get Started!
What is a Music Video?
• In pairs create a mind map of all the conventions of music video you can identify
• Let’s watch these to see if you are correct!
Andrew Goodwin: Our 1st Theorist!
• A relationship between the lyrics and visuals (illustrating, amplifying or contradicting the lyrics)
• A relationship between music and visuals• Particular genres may have their own video style and
iconography• A demand from the record company for lots of close-ups of the
main artist• Artist develops their own star iconography in and out of their
videos• Reference to voyeurism (screen within screen, binoculars,
cameras…)• Intertextual references
John Stewart: Our 2nd Theorist!• music video has the aesthetics of a TV commercial, with lots of
close-ups and lighting being used to focus on the star’s face• He sees visual reference in music video as coming from a range of
sources, although the three most frequent are perhaps cinema, fashion and art photography
• Stewart’s description of the music video as ‘incorporating, raiding and reconstructing’ is essentially the essence of Intertextuality, using something with which the audience may be familiar, to generate both nostalgic associations and new meanings.
• The video allows more access to the performer than a stage performance can. The mise-en-scene, in particular, can be used to emphasise an aspirational lifestyle.
Camerawork
• Significant impact on meaning• Movement, angle and shot distance should all
be analysed• Camera movement may accompany movement
of performers or stage performance• Close up dominates because of the size of the
screen and desire to create sense of intimacy• Lighting to focus on the artists face
Editing
• Mostly fast-cut montage• Images difficult to grasp on first viewing• Some videos slower pace and gentler shot
transitions to establish mood• Dido, Mariah Carey…• Digital effects like split screen, CGI
Intertextuality
• Post-modern text• Drawing upon existing texts
in order to spark recognition in the audience
• Short hand• Not all audiences will spot
the reference• Pleasure• Some draw upon cinema, TV
genre, other music videos, video games…
Task 1:
• View Eminem’s Video Without Me• Note how far it proves Goodwin and Stewart’s
theories• Use the grid