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.