Wednesday 24 September 2014
Post Modernism
Post modernism is the idea that media produces an idea that any media product is of any greater value than another, all judgements of value is just taste. It is also said to reflect modern society's feelings of alienation, history, process or sometimes truth. Philosophy on postmodernism such as Jean-Francois Lyotard argue that recent economic changes produced particular 'structures of feeling' or 'cultural logic'.
MTV believe that we now live in a 'three minute culture' or that we are part of an over-visual society (society of the spectacle) due to the television and the internet shortening people's attention spans today.
It could be used that is idea has implications for the realist forms of media, this is because our sense of reality is now said to be utterly dominated by popular media images and cultural forms can no longer 'hold up the mirror to reality'. It is believed that today reality itself is saturated by advertising, film, video games and television images.
It could be argued that celebrities such as Madonna or Michael Jackson are examples of postmodernism as they have created different identifies for themselves. I feel like this is an interesting way to look at postmodernism as it is usually iconic to art pieces, not a person.
MTV believe that we now live in a 'three minute culture' or that we are part of an over-visual society (society of the spectacle) due to the television and the internet shortening people's attention spans today.
It could be used that is idea has implications for the realist forms of media, this is because our sense of reality is now said to be utterly dominated by popular media images and cultural forms can no longer 'hold up the mirror to reality'. It is believed that today reality itself is saturated by advertising, film, video games and television images.
It could be argued that celebrities such as Madonna or Michael Jackson are examples of postmodernism as they have created different identifies for themselves. I feel like this is an interesting way to look at postmodernism as it is usually iconic to art pieces, not a person.
Sunday 21 September 2014
Wednesday 17 September 2014
99 Problems Music Video Analysis
Genre Characteristics:The music video is set in an urban estate which is usually a characteristic to the hip-hop and rap style of music. The video contains young black people driving around estates or playing basketball, there are also shown wearing baggy clothes which is usually connoted with the rap sub-culture.
Voyteuristic:
In Jay Z's music video it shows women a lot differently to how men are shown in the video. Firstly, there are sometimes short scenes of a mid shot of women dancing with not many clothes on. The use of the shot could value women as less important than the men in the video as the shots for the men are more close up. The second type of shot used on women is a close up shot of the women's breasts and bum when they are dancing.Lyrics and visuals:
Record Label's style being portrayed:
The record label portrays them being towards the urban and street audience as they add all connotations of the street life in Jay Z's video. For example the idea of gangs and having issues with the police is something happening in the music video. By the end Jay Z is shot down but also looks cool whilst doing so. Jay Z is given a cool image with this upbeat track.
It could be believed that the dance routine shown 3 minutes into Jay Z's video is a mimic of one of Michael Jackson's dance routine. This may be used because Michael Jackson is a huge black icon and maybe the video is showing respect towards his talent.
Friday 12 September 2014
Goodwin's music video theory
Goodwin created a theory as he believes that there are 5 key aspects in a music video which the audience took notice in. These conventions which Goodwin stated are found in most music videos today.
1) Genre characteristics
Examples of this theory:
Most rock / indie / metal / alternative bands include the band playing their instruments in their videos. This is usually because artists in the pop industry do not play instruments themselves so it is a unique selling point to their image.
My example would be A Day To Remember's video when it's just the band performing and the vocalist miming, lyrics occasionally appear on the screen aswell.
2) Lyrics and Visuals
Goodwin's theory believes that the lyrics make reference to what is happening in the video. It could be believed that the visuals on screen can make it easier for the audience to remember lyrics or understand them more than when you just listen to the song.
My example would be the video to Cupid's Chokehold, when the lead singer is struggling to find a girlfriend and we see him move onto one girl after another after cupid's spells. The music video is very narrative.
3) Music and Visuals
The relation between music and visuals in Goodwin's theory is mainly about the genre of music, the beat and tempo of the song. An example of this would be usually dance/electro music would have usually a dance routine to it as it is known to be the type of music you would dance to. On the other hand perhaps a metal video would be a lot darker or perhaps show the crowd they perform to.
My example of this would be Martin Garrix's Animals video as the video is simply just lots of people dancing at a rave/club in animal masks.
4) Close ups of the artist
Artist's record labels are keen to get their faces seen in their videos as usually the face of an artist could potientially sell their singles more. Most artists seen in the charts have a unique look to themselves which the record label is keen to get across.
My example of this would be Miley Cyrus' Wrecking ball as when her audience were younger she was known for Hannah Montana but she had changed her image drastically since then so we're shown the 'new her' and how she has changed since her past Disney career.
5) Notion Of Looking
Goodwin believes that some videos contain the audience viewing the artist's lifestyle and views. Examples of these are how women are treated like objects or are slutty in situations and men are commonly portrayed as unfaithful or aggressive.
My example of this is Paramore's misery business when a girl in school, with a low cut and short dress (which is the opposite of what the lead singer who is a girl is wearing) bullies a girl in the band's school and then kisses the same girl's boyfriend which portrays the girl in the video as slutty and self centred.
1) Genre characteristics
 |
| All I want - A Day To Remember |
Examples of this theory:
Most rock / indie / metal / alternative bands include the band playing their instruments in their videos. This is usually because artists in the pop industry do not play instruments themselves so it is a unique selling point to their image.
My example would be A Day To Remember's video when it's just the band performing and the vocalist miming, lyrics occasionally appear on the screen aswell.
 |
| Cupid's Chokehold - Gym Class Heroes |
2) Lyrics and Visuals
Goodwin's theory believes that the lyrics make reference to what is happening in the video. It could be believed that the visuals on screen can make it easier for the audience to remember lyrics or understand them more than when you just listen to the song.
My example would be the video to Cupid's Chokehold, when the lead singer is struggling to find a girlfriend and we see him move onto one girl after another after cupid's spells. The music video is very narrative.
 |
| Animals - Martin Garrix |
3) Music and Visuals
The relation between music and visuals in Goodwin's theory is mainly about the genre of music, the beat and tempo of the song. An example of this would be usually dance/electro music would have usually a dance routine to it as it is known to be the type of music you would dance to. On the other hand perhaps a metal video would be a lot darker or perhaps show the crowd they perform to.
My example of this would be Martin Garrix's Animals video as the video is simply just lots of people dancing at a rave/club in animal masks.
4) Close ups of the artist
 |
| Wrecking Ball - Miley Cyrus |
Artist's record labels are keen to get their faces seen in their videos as usually the face of an artist could potientially sell their singles more. Most artists seen in the charts have a unique look to themselves which the record label is keen to get across.
My example of this would be Miley Cyrus' Wrecking ball as when her audience were younger she was known for Hannah Montana but she had changed her image drastically since then so we're shown the 'new her' and how she has changed since her past Disney career.
 |
Misery Business - Paramore
|
5) Notion Of Looking
Goodwin believes that some videos contain the audience viewing the artist's lifestyle and views. Examples of these are how women are treated like objects or are slutty in situations and men are commonly portrayed as unfaithful or aggressive.
My example of this is Paramore's misery business when a girl in school, with a low cut and short dress (which is the opposite of what the lead singer who is a girl is wearing) bullies a girl in the band's school and then kisses the same girl's boyfriend which portrays the girl in the video as slutty and self centred.
 |
| Don't Stop The Music - Rihanna |
6) Voyturistic
Voturism is when Goodwin believes that the audience are interested in the artist's lifestyle and what they do when they are not in front of a camera or microphone.
My example of this is Rihanna's Don't Stop The Music which is a huge difference to most of her videos. Most her music video include her and some kind of relationship with another man, However, in this video it is about her going on a night out and seeing Rihanna clubbing and having fun.
 |
| Californication - Red Hot Chili Peppers |
7) Intertextual Reference
Intertextual references are usually when a band and artist includes a programme, television show or a film in their music video if it is relevant.
My example for this is Red Hot Chili Pepper's music video when the majority of the video is a video game which connotes to the lyrics.
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