Cultural Effects Model

If the same media messages are repeated often enough they will be accepted as fact, but audience members can choose to resist these messages.

The cultivation effects model also suggests that the audience are active and can 'decode' these messages in media texts in a number of ways. Peoples responses are affected by their social backgrounds.
There can be different types of readings:
Dominant
Negotiated
Oppositional

If the audience are shown a message numerous times within a music video then they will start to accept it as the norm. For example, women are often shown to be glamorous or sexualised  in music videos and therefore some people will begin to accept this as reality.

Lip Syncing

Lip Syncing is filming the artist miming to their song and then editing the audio over the top so that it looks like the singer is actually performing. It is the process of matching lip movements with sung or spoken vocals.

Good lip syncing is very important in the post production of a music video, even if it is the smallest bit out, the audience will be able to tell and it will ruin their enjoyment of the video. Some also move their lips at a faster speed than the original audio track so that the video footage can be played in slow motion.



It is also important for the instruments to be synced properly. This video for example is poorly synced as it shows cymbals being played when there are no cymbals used in the song at that section. The singer also needs to ensure they open their mouth enough so that it appears that they are actually singing rather than simply miming along to the track.

Analysis of Music Videos From Our Chosen Genre

Mise en scene: The Mise-en-Scene used is typical of the genre and fits well with the theme of the video. In the performance shots they are all wearing black which is very typical of the genre. In the asylum shots, they are wearing white surgical robes to link in with the theme.
Sound: No extra diegetic sound has been added.
Camera Angles: Handheld shots are used at the beginning of the video from the point of view of the patient lay on the bed showing the surgeons leaning over him. Dutch angles are used throughout the video to show confusion and dizziness from the perspective of the patient.
Narrative: The story line for the video is based around the fact that the song is called nightmare, and in the video the viewer sees the mans journey through the asylum type building. He goes past various rooms each with a different band member in them going insane. It shows how they all eventually lose control of the demons in their nightmares.
Relations between lyrics and visuals: Where it says "So sedated as they medicate your brain and while you slowly go insane." This is a common theme throughout the video and is enhanced by the use of dutch angles and fades to show the effects of the medication.
Editing: Fades are used lots and many of the shots are blurry to showing confusion and that the patient is slowly going more and more insane.
The video follows Goodwin's theory where it shows the most shots of the lead vocalist, who also plays the main character on the bed.





Mise en scene:The mise-en-scene follows the motif created by Slipknot, that being their masks that they always wear. They are also all wearing dark clothing. Each room has a colour palette that it sticks to so they everything blends together causing the lead singer to stand out, although all the colours throughout the video are fairly muted and dark.
Sound: Diegetic sound has been added at the beginning of the video, there is wind whistling and you can hear the shovel dragging along the concrete and then digging into the ground.
Camera Angles:
Narrative: The story basically begins with a man digging into the ground and as he falls through the ground he changes into the lead singer. It then follows him around various underground rooms containing the other band members.

Goodwin's theories are shown in this video through the main focus being on the lead singer and also the voyeurism shown through all the females in the video being dressed in provocative clothing.

Textual Analysis and Goodwin's Theory

Relations between lyrics and visuals: "Hear the sound of the falling rain" the lead singer raises his hand to his ear to show he is listening to the sound of the rain. "Hear the dogs howling out of key" Raises hands to his mouth as if he is howling. "To a hymn called faith and misery" Crosses his chest to relate to the worship of hymns.
Relations between music and visuals: Throughout the section of the video when the band are in the car, the drummer is constantly drumming out the beat on the car, and when it goes "Hey!" he throws his sticks in the air, and later on raises a glass on the "Hey!".
Certain genre characteristics: This video isn't very conventional of videos in its genre since it doesn't show any band performance shots.
Numerous close of the main vocalist: There are many shots of the main vocalist including a section where the rest of the band aren't even in it and it is simply the lead singer and backing dancers.
Voyeurism or male gaze: This is shown through the all female backing dancers towards the end dressed in leotards and fishnets.

Andrew Goodwin's Theory

Andrew Goodwin identified the key features involved in a music video. These involve:
-Relations between the lyrics and visuals. Whether they be telling the story, contradicting them or symbolic.



This is the video for the song 'Devil in a Midnight Mass' by Billy Talent. The clip has scenes filmed in a church which relates to the lyrics.

-Relationship between the music and the visuals. Things happen in time with the music.



The people in the video walk in time with the music and specific points in the video also relate to the music, such as the doors being broken open.

-Intertextuality. Referencing other music videos, films, songs or popular culture in the video.



This video involves many intertextual references including references to popular music videos such as Lady Gaga 'Bad Romance' and Katy Perry 'California Girls'.

-Certain genre characteristics.
-Numerous close ups of the main vocalist. Usually close ups of other members are also shown, but less frequently than the lead vocalist.
-Voyeurism or male gaze is usually used to show the female characters or artists in the video.



Male gaze is used throughout this video when showing the women.

-Develops the artists style or iconagrpahy which becomes recognisable beyond the video.

Initial Ideas on Our Own Music Video

Analysis of Student Music Video

Mise en scene: The costumes we well thought out and fit well with the genres generic conventions and the chosen storyline of their video. This video shows very good use of different locations, each of the locations used fit well with the story line of the video and kept it interesting.
Sound: No extra diegetic sound has been used.
Camera Angles: The shots were varied and kept the video interesting. They have also used shots that are stereotypical of the chosen band, such as the low angle on the guitar solo.

Narrative: The storyline is conveyed very well and it is clear to the audience all the way through. It fit very well with the lyrics and kept the audience engaged without being overwhelming. The performance shots follow the generic conventions of their chosen genre and also fit well with the motifs used in the bands actual music videos.



Editing: The guitars synced very well with the audio but the lip syncing wasn't quite as good. I feel that they also overused some of the transitions such as the fade. Some parts also seemed to have too many cuts so it made it difficult for the viewer to focus on what was going on in each shot.

The Purpose of a Music Video

The purpose of a music video is to promote a song, artist or album. Music videos tend to be visually memorable, this is so that people will share the video and watch the video numerous times. If a music video isn't interesting, then people will not watch it.
Videos can be created with a narrative story line which helps to convey the meaning and lyrics of the song. It gives the audience something interesting to watch whilst listening to the song and helps them to visualize the imagery described in the lyrics.
Artists may use popular culture and modern trends to attract an audience to their video as they will be able to relate to it.

Music videos are also a way for the record label to show of the artist and show the audience the star image. Its is also a way to make money which the artists can then use to make more music and videos. Occasionally in music videos you will find product placement of companies that have helped to fund the video.

The video for Panic! at the Disco's Ready To Go was sponsored by Tuborg and therefore their products were used within the video. 

The History of Music Videos

1970's- On the hit TV show 'Top of the Pops', when an artist or band couldn't appear in person and they didn't have a music video to show of them, they would have dance troopes dance whilst the song was playing.
Top of the Pops was played before the watershed and was quite censorous. Acts would produce a promo that would be banned or edited.















1980's- MTV was launched as the first television channel to play constant music videos 24 hours a day. The first ever video to be played on MTV was 'Buggles - Video Killed the Radio Star.'



-In the early to mid 80's, artists used much more sophisticated effects and added more of a story line to their music videos.
-Michael Jackson was the 1st artist to create the concept of making a short film as a music video. He used this concept for his video for 'Billy Jean'.

1983- Michael Jackson's short film for the song 'Thriller' took the music video to a new level. It was very unconventional to music videos seen in that era. It used conventions and techniques that you would have been more likely to see in a film. It used aspects such as a voice over, natural lighting and also included a title and credits. The cost to make the short film was $500,000.



1985- VH1 was launched. This channel played much softer music and was aimed at a much older demographic.
-Dire Straits music video for the song 'Money for Nothing' was a new level for computer animated imagery.



1986- The Chart Show on channel 4 was launched. It played solely music videos that were in the charts.
-Peter Gabriel's 'Sledgehammer' used special effects which hadn't been seen before in the world of music videos.



-Directors started to get more involved in music videos. Such as Michael Jackson's 'Bad'.

-Music videos started to have more and more money spent on them. Duran Duran's 'Wild Boys' had a budget of $4,000,000.

Textual Analysis of Music Videos

Mise-en-Scene: There are always people dancing in the background of all the shots to show that it is set at a party. Low-key lighting is used to reinforce this atmosphere. The location and costumes fit well with the generic conventions of the genre and the fact that there are teenagers in the video helps to reach the target audience as they can relate to it more.
Sound: There is extra-diegetic sound added into the video including people singing happy birthday to fit with the theme of the song and the video and also people shouting and laughing which adds to the atmosphere of the party.
Camera Angles: Handheld shots are used to make it feel like a home-video that somebody has made of their party. Dutch angles are also used to show the effects of the group of teens being drunk at the party. There are numerous shots where it appears that the camera has been set down on a table and the various guests can come and film themselves.
Narrative: The narrative of the video is that there is a group of friends at a party and they are telling people its their birthday as an excuse for how they are acting at the party.
Titling: Their are credits at the end, this is unconventional of a music video. Also the fact that the credits are their twitter usernames is unconventional of credits in general so this makes the end of the video even more unconventional.




Mise-en-Scene: She is wearing unusual costumes which is a regular motif of Lady Gaga. Outlandish outfits draw attention to her which links to the lyrics "I live for the applause.".
Sound: No extra diegetic sound has been used.
Camera Angles: Since her aesthetics are so important, lots of close ups and full body long shots to emphasize this. She is also always in the centre of the shots showing that she is the centre of attention.
Narrative: The song is about her living for the crowd and for their applause so in the video she is constantly doing things to draw attention to herself such as wearing crazy outfits, bright make up and generally doing things that the audience wouldn't expect such as having her head edited onto the body of a swan.
Titling: There are credits at the end which isn't a common convention of music videos.




Mise-en-Scene: The video is set in a jungle with various animals. The costumes reflect the jungle theme by including prints such as leopard.
Sound: There is extra diegetic sounds added including lions roaring and screams. This adds to the jungle atmosphere and also makes you pay more attention to the characters and animals.
Camera Angles: High angles used to show how small she is compared to the size of the jungle. Low angles used at the from the middle to the end to show that she has become more powerful.
Narrative: The song is about her becoming confident and powerful so the narrative goes along with the storyline of her finding her roar.
Titling: There is a title used at the beginning and 'The End' shown at the end to give the feel that this is shot in a fun, short film type way.

Textual Analysis of When The Sun Goes Down - Arctic Monkeys

Mise en Scene: Set on a council estate to show that the characters in the video are of a lower class background. Natural lighting is used to show that it is a real life situation that hasn't been glamourized in any way. The main girl in the video always wears a tracksuit even when wearing a dress over the top to connote the idea that even when she tried to cover up the fact that she is a prostitute which is frowned upon within society, it is still an underlying layer of who she is.
Sound: Extra diegetic sound has been added at the beginning of the video of a female saying "Come back, and I'll treat ya nice. I won't bite, I'll do it nice and slow for ya."
Camera Angles: There have been lots of long shots used to show the surrounding environment and to set the scene of the video. There has also been the use of many close ups of the girls face to show her emotions. Handheld shots have been used to give the video a more realistic feel and that it is a real life situation.
Narrative: The storyline follows a girl and an older man from a low class estate
Titling: At the beginning of the video it says '...Right beside us are the ones hidden by the night...', this gives the audience an insight into what the video is going to be based upon.
Relations between lyrics and visuals: 'Who's that girl there?' shows the main girl who will be seen throughout the rest of the video. 'I bet he'll rob you if he can.' The main man in the video steals food from the girls plate.

Textual Analysis of Writing's On The Wall - Plan B

Mise en Scene: Three locations are shown in the video, the house belonging to the main male characters wife, the venue of the main males performance and the bar that he goes to towards the end of the video. The lighting is always much darker when the male is in shot compared to the bright natural lighting used in the woman's shots.
Sound: Extra diegetic sound added of a crowd cheering at the beginning and end of the video. There is also a moment in the middle of the video where the main woman has a phone call with the main male.
Camera Angles: Close ups have been used many times to show the emotions of the main characters, they have also been used to show the food that the woman is preparing to show the amount of effort she has put in. Establishing shots have also been used to show change in location and that the woman in left in the house whilst the man is out having fun.
Narrative: The storyline follows a couple who are drifting apart and even though the woman is putting in lots of effort, the male character still has an affair with another woman. The lead woman spends all day making dinner for the man but he goes out with for a drink and leaves her alone.
Titling: No titling has been used in this video.

Real Media Texts - Music Video

P!nk - Raise Your Glass

The Narrative: The theme and narrative of the video is about empowering people to be proud of who they are. Its shows various people who may not be considered societies idea of beautiful and shows them overcoming the pressure to change who they are.
Settings: School canteen, Brick wall, Bull fighting ring, Civil partnership wedding, Back alley, Industrial site, Sumo wrestling ring, Milk farm, Skate park, Room of flowers, Bed, School prom, Outside at night, Graduation.
Number of shots: 139
Transitions used: Fade to black.
Representations seen: This video goes against many stereotypes that are shown in the media. The women in the video are powerful and strong. The video also shows support to homosexual rights and animal rights.




Panic! at the Disco - Nine In The Afternoon

The Narrative: The story line follows each band member into their respective dream worlds which are all filled with surreal objects and happenings.
Settings: Old fashioned streets, Bedrooms, Candy-land, Parade, Fake garden.
Number of shots: 191
Transitions used: Wipe away, Fade to black.
Representations seen: The band members are the main roles in the video. The song is very relaxing and soft, this is represented in the video with it being about dreams.


 

Stone Sour - Through Glass

The Narrative: The song is about how your perspective can change how you view someone or something, this is shown in the video by using the cardboard cutouts to trick the viewers perspective.
Settings: Hollywood house.
Number of shots: 108
Transitions used: Fade to black, blur, fade to white.
Representations seen: The video shows a stereotypical representation of Hollywood residents.

Slipknot - Spit It Out (1999) (Video Analysis)

Genre: Slipknot are a nu-metal band. The video is mainly performance and has intertextual references to the film 'The Shining' (1980). Live performance is a conventional feature of rock/metal videos.

Narrative: The narrative of the clip follows a shortened down version of the story-line of 'The Shining'. The band members dress as certain characters from the film e.g the twins.

Representation: People associate this genre of music with being scary and this stereotype is carried out throughout the clip as it uses many aspects of a horror film. The band are known for their trademark masks which are shown throughout the video.

Visual codes: The video is set in a house much like that of the film 'The Shining', there are also segments of the video that are live performance from a stage show. The colours used are fairly dark with flashes of red. The red is used to connote danger. A shot composition that stands out to me is when the shots flicker in time with the music showing the band members in place of the twins.

Technical codes: Cut aways are used between the intertextual scenes from the shining and the live performances. There are lots of close ups to show each of the band members and their various mask as this is slipknots signature look. The cuts are very fast paced which fits with the speed of the music.

Audience: The target audience for this video would be metal fans or people who are interested in horror films. The video is themed around a horror film and this entices people to watch it.

Institution: The record company 'Roadrunner Records' would want to show numerous close ups to make the audience aware of the performance aesthetics of Slipknot. Slipknot's mask have been the focus of their image since the very beginning, they have always had variations of each members signature mask at every stage of their career.

Specific Knowledge of Music Videos

Rock and indie music videos tend to have a much more prominent story line to that of other genres. The video is solely based around the narrative with clips of performance.



Pop videos tend to follow the theme of being romantic and based around fairy tale like love stories. They are also often fairly cheesey.

Nightclub setting is stereotypical for this genre. The video also includes girls dancing and the use of male gaze.



Live performances are stereotypical to rock/metal genres. They show the band and their instruments and also include clips of the fans. This is because the atmosphere of these kind of shows is very specific to the genre.



Rap artists commonly use isolated buildings, cities and street in their videos. All of these settings are shown within this video.

Knowledge of Music Videos

This mindmap shows my knowledge of music videos before starting the research tasks.

Name and Candidate Number

Abigail Tredget
7528