Genre Theory

Blumler and Katz Theory

Stuart Hall Theory

Hypodermic Needle Theory

History of Music

How have music video's changed over time?

With very little technology in the early 60's, it was very difficult to create a music video like what we see today; with interesting choreography, story lines and special effects thrown in. However, many artists like Michael Jackson, Chubby Checker, Madonna and Britney Spears setting the standard of music videos years ago. Now a day the standard and quality technology has improved drastically that it allows recent artists such as Beyonce and other artists such as Taylor Swift and Rihanna (which i have not mention in my analysis of music videos) to have crazier and more extreme effects and music videos- which will appeal to the current target audience- this is a very big change from past music videos. However there are some similarities that can be seen throughout the years particularly the camera angles, shots and movements and the use of narrative in the artists music video. With the help of YouTube and MTV, music videos have been able to develop and improve to something that a current target audience would see as the 'norm' in 2015. 

Tessa Perkins Theory

Andrew Godwin Theory

Andrew Godwin (1992)

Andrew Godwin argues that in music video's, "narrative relations are highly complex" and meaning can be created from the individual audio viewer's musical personal musical taste to sophisticated intertexuality that uses multicultural phenomena of western culture.

Andrews theory states that there are 5 key aspects to a music video.

• Thought through beat (seeing what the lyrics mean in your head) 
• Relationship between the song and visuals.
• Narrative and performance of the song.
• Technical aspect of a music video.
• Star image (protagonist), lots of camera shots making him/her the center of attention.

Thought through beat (seeing what the lyrics mean in your head)

The first step of this process is to analyse the music structure understanding the chorus and verses. Then the second step (main voice of the song), the voice of the artist would be very unique compared to others and will give the person a form of identification that can be related to the star image or singer. The third step would be the story of an artist which is trying to tell within his song. It can establish them as a story teller. And the Music video can aid this by showing us the video through the vocals of the song.

Relationship between the song and visuals

There are three ways visuals are used to promote a song:

Illustrate- music videos use certain images & short shots to illustrate/explain the meaning of lyrics to their song and the genre.

Disjuncture- the meaning of the song is completely ignored in the music video.

Amplify- this is when the images and camera shots are manipulated and shown repeatedly through out the music video and is drummed into our vision.

Andrew believed that music video can promote a song by though the way it analysis the lyrics. This is shown in many music videos when a character does exactly what the song says.

Narrative and performance of the song

Andrew Goodwin believed that it was important for an artist to be involved in the music video by performing or acting out as a role as the main character or singer. It helps to make the song look more realistic and also giving the audience a special connecting and good understanding of the song. A good example of this is the song ROAR by Katy Perry. She is the main actor in the song an also the singer and helps the video by making the song and video look more realistic and this also helps engage the audience.

Technical aspect of a music video

Andrew says that the technical aspect helps to hold the music video together through the use of Mise-en-Scene, Special effects, sound and editing. Lightening and colour helps to set the mood for the music video and create emphasis and significant parts of the song to create dramatic effect and thrill the audience. Mise-en-Scene is also very vital to the production of the music video, it can help the artist gain authentication and also make their work appear more professional. The beats of the song are also very useful as they can help to create effective cuts that go with the rhythm of the song to make the music video look more entertaining.

Star image

Andrew referred to the star image as a vital aspect of the music video, he/she makes the music video look more appealing to the audiences while bringing a unique style to the video in the way he/she is portrayed to the audience. The star image is always very unique in the way he/she is presented e.g. the costume, moves and appearance. This helps to promote the artist/star's image in public and also helps to promote the video while creating a public reputation for the artist.

Richard Dyer- Star Theory

Richard Dyer star theory is the idea that icons and celebrities are manufactured by institutions for financial gain. He believes that stars are constructed to represent 'real people' experiencing real emotions. Stars are manufactured by the music industry to serve a purpose; to make money out of audience, who respond to various elements of a star's personality by buying records and becoming fans.

Dyer's theory can be broken down in to 4 key components:

• Stars as constructions
• Audience and institutions
• Ideology and culture
• Character and personality

Stars as construction

Stars are constructed, artificial images, even if they are repented as being "real people", experiencing real emotions etc. it helps if their image contains USP so that they can be copied and/or parodies because of it. Their representation may be metonymic (image associated)- Madonna's conical bra in the early 90's or Micheal Jacksons glove. Pop stars have the advantage over film stars in that their constructed image may be much more consistent over a period of time, and is not dependent on the creative input of others (e.g. screenwriters writing their lines).

Audience and institutions

Stars are manufactured by the music industry to serve a purpose- to make money out of audiences, who respond to various elements of a star persona by buying records and becoming fans. Record companies nurture and shape their stars as the TV talent show processes have shown us. they tend to manufacture what they think audience want.The institutions want to make money out of their constructed stars and create constructs of stars they believe an audience want to copy.

Hegemony 

Stars represent shared cultural values and attitudes to promote a certain ideology and this is also what makes them a 'star' by having such a powerful influential audience. By making an audience want to mimic star qualities and conform to their ideologies and promote their attitude. This leads us on to ideology and culture.

Ideology and culture
Stars represent shared cultural values and attitudes that promotes a certain ideology about themselves as an artist and what they want an audience to see what they believe in. By having dominant desirable ideologies it allows the audience to see their star qualities and make them more desirable. Conveying their beliefs and opinions out side music and film helps a celebrity create a star persona. Stars promote their ideologies within culture to make them a consumable house hold name. Audiences tend to copy or idolise 'stars' so promoting their own beliefs make them more desirable.

Character and personality
Dyer says stars provide audience with 'ideas of what people are supposed to be like' and because of this audiences feel the need to conform to these constructions. A star creates a character based on themselves and what the feel the audience want to consume they promote an image what they feel is desirable for an audience. Dyer states they are constructs of what an audience wants to consume. They are constructions of themselves (not real identity). Stars are characters that create personalities to present to an audience. Audience consume this idea and the character these stars re-present to an audience.

Pardox of the Star
Dyer suggests that there are two paradoxes and that the star is both 'ordinary' and 'extraordinary'. He states the star needs to be like us to be able to relate to the audience but also offer something that we do not have in order to deem them special enough to be stars

Pardox 
If stars presented themselves in a 'normal' way they would not be desirable or unique and different. As an audience we understand the image they present to us is probably not how they act all the time however if we did not an over exaggerated or desirable character they would not be seen as different therefore they would not have star quality.

Star image and motif
For stars to be an established artist or brand and to make an audience want to carry on consuming them a tactic used by institutions is to create an image or motif that is re-occurring. For e.g. creating an iconic image, as previously discussed or having fonts, imagery, or motifs that become consumed and a good way to market a star to an audience.

Tim O'Sullivan Theory

Tim O'Sullivan (1998)

Tim O'Sullivan theory refers to a set of ideas which produces a partial and selective view of reality. Argues that all media texts tell us some kind of story. Media texts offer a way of telling stories about ourselves- not usually our own personal stories, but the story of us as a culture or set of cultures. The medias role may be see as reinforces dominant ideologies and undermining and challenging these ideologies.

Media raw event for consumption of an audience.

• Camera angles
• Commentator
• replays

These factors play a huge part in creating a story for liking of an audience.
Any media text reflects the ideology and values of any set of culture.
O'Sullivan in 1998 once said that ideas about gender are produced and reflected in language. He also said that a stereotype is a label that involves a process of categorization and evaluation.

Tzvetan Todorov Theory

Tzvetan Todorov (1965)

Todorov's theory narrative theory basically states that most story's or plot lines follow the same pattern or path. Todorov proposed that narrative structure has 5 main stages. However these can be summarised as 3 key points:

Beginning- a state of equilibrium
Middle- distribution to the equilibrium
End- reinstating of the equilibrium

Stage 1: A state of equilibrium is defined.
Stage 2: Distribution to the equilibrium by some action or crisis.
Stage 3: The character(s) recognition that there has been a distribution, setting goals to resolve                             problem.
Stage 4: The Character(s) attempt to repair the disruption, obstacles need to be overcome to restore                     order.
Stage 5: Reinstatement to the equilibrium. Situation is resolved, a conclusion is announced

Mistletoe- Justin Bieber

The first indication of distribution of equilibrium is at 0:17, then again at 0:35 by the female character. However, the equilibrium distribution is only small so is constantly restored.

From 0:50 there is clear equilibrium with both characters happy, until 1:31 when the distribution of equilibrium is clear, with the girl walking away.At 1:45 there is recognition of disruption when the boy realises she is upset.

At 2:00, there is attempt to repair the disruption because he has sent her a present. And at 2:15, he is waiting outside for her, attempting to repair the disruption.

At 2:18, both the characters are seen together, smiling, suggesting that the equilibrium is restored. For the rest of the video, the characters are seen to be happy with one another, and at 2:55 kiss, showing the reinstatement of equilibrium.

Wherever You Will Go- The Calling

This video is harder because it involves more bricolage than the Justin Bieber video, and is of a less linear structure. However, I am going to comment on the story (or my interpretation of the story), rather than the presentation of the video.

At 0:30, the female character is getting a tattoo of her partners name. This suggests that there is equilibrium. 

At 1:06, the female character is seen walking into the house smiling, but at 1:12, the male character is seen inside the house with another woman. This suggest disruption of equilibrium.

At 1:30, the woman finds the male with the other woman, showing the recognition of disruption of both characters.

there is no clear attempt to repair disruption, however at 1:56, the woman is seen throwing the man's clothes out. Maybe this is her way of attempting to repair the disruption?

At 3:03, the woman is seen with a different guy, and looks very happy. However, the 'ex' is not happy. The equilibrium is restored in her life, but not his.

Sven E Carlsson Theory

Sven E Carlsson (1999)

Sven E Carlsson's theory is that binary oppositions drive the narration of the music video forward, e.g black and white theme. Also that there are two main types of music mething else is shown during the song's duration which may have symbolism or an artistic meaning.  video; performance and conceptual. Performance clips where the video mainly shows an artist (or artists) singing and/or dancing. Conceptual clips are where so

Performance

There are three main types of performance clip; song performance, dance performance and instrumental performance. A way of telling if a music video is a performance clip is that the artist is likely to be shown in more than one setting. 

In performance clips the artist (artists) can be used as a commercial exhibitionist. An example of this is Nichole Scherzinger's music video for 'Try With Me'. Here, Nichole has been used as a selling item who people would aspire to be like. High key lighting is used throughout and an elegant luxurious setting makes the video appear high quality throughout. As the commercial exhibitionist Nicole wants success therefore evokes the charisma of stardom and sexuality. There are no backing dancers or special effects, all focus is on her and she is using suggestive body language in an elegant white (symbolic of purity and wealth) dress.

Another type of performance clip is the electronic shaman, and an example of this is The Maccabee's music video Pelican. The artist is invisible and it is only their voice that anchor the visuals. The video has a unique video for it shows objects being split into two and also shows abstract shapes. The video is symbolic of looking into the world for it seems to be cut up, and then at the end the narrative reverses back to the beginning. This shows an artist approach to the band's music video whilst also showing a narrative.

A type of performance clip is also a televised bard, and an example is Radiohead's music video Just. Here the group are shown performing, but they are not involved in the narrative shown. The artist is a singing storyteller, and uses on screen images instead of inner, personal images. There is a clear narrative in the music video, which illustrates the lyrics perfectly. The narrative is about curious people asking questions who end up getting themselves into a mess too, hence fitting the lyrics, 'you do it to yourself'.

Narrative clip

An example of a narrative clip in terms of Carlsson's theory is The A Team by Ed Sheeran. The music video is understood as a silent movie to a musical background hence it is a narrative clip. The story is easy to follow and contains no lip-synchronisation. The narrative in this video is about a women who's life is messed up and she sells love to men for money for drugs. The video is in mainly low key fitting the upsetting story line.

Art clip

An example of an art clip is Massive Attack's music video for Teardrop. The music video is very abstract with emerging shapes, focused around a baby in a womb. The artist is invisible and it is only their voice that anchor the visuals. The visuals switch between multiple shapes, and this is compliments the music of being an experimental genre. A variety of shots have been used such as extreme close ups followed by emerging darkness. There are visual binnary oppositions throughout such as high key then low key tone. There are also conceptual binnary oppositions throughout such as life (developing baby) and death (all black screen symbolising death). There is no perceptual visual narrative.

Claude Levi Strauss Theory

Claude Levi Strauss (1958)

Claude ideas about narrative amount to the fact that he believed all stories operate clear binary oppositions.

Binary opposition is a pair of related terms that are opposite in meaning. he suggested that the narratives (that the way events are put together to be shown to an audience) had to be driven by conflict from contrasting forces and that they're the oretical opposites and set off against one another.

Examples:

• Good VS Evil
• Black VS White
• Rich VS Poor

The importance of these ideas is that essentially a complicated world.

Kate Domaille Theory

Kate Domaille (2001)

Kate Domaille believed every story ever told can be fitted into one of eight narrative types. Each of these narrative types has a source, an original story upon which the others are based. These stories are as follows:

Achilles- The fatal flaw that will eventually lead to the destruction of the 'Flawless' for example       Superman.
Candide- This is the story that the indomitable hero cannot be put down. Examples are James Bond, Rocky etc.
Cinderella- This story is when dreams come true and it's happy, more seen in romantic genre's such as Pretty Woman.
Circe- This is about a chase, hero versus villain. A battle between the good and the bad.
Faust- This narrative story is more about 'selling your soul to the devil' and becoming better off but will ultimately fail and your soul will belong to the devil.
Orpheus- In this narrative, something personal or loved becomes lost or taken and therefore the narrative follows the journey in order to retrieve what has been lost. An example would be 'Taken'.
Romeo & Juliet- This is the 'love story.' A romance between two characters. An good example is 'Titanic' and possibly 'Dirty Dancing'.
Tristan & Iseult- Yet again more often seen in romantic genres, a love triangle. When a character loves another however they are already spoken for or a third party becomes involved.

Bob Dylan- Beyond here lies nothin'

This video here has the narrative of  'Romeo & Juliet' although the narrative is about a women who has been kidnaps and she fights to escape and at the end when she finally manages to escape she kisses him which demonstrates why this music video fits into the category of 'Romeo & Juliet' and also the lyrics are about love too.

Scouting for girls- She's a lovely

This music video narrative would fit into the category of 'Tristan & Iseult' I believe it belongs to this narrative because the women in the video loves the male (Peter Ellard) however she is already taken for.

Laura Mulvey- The Male Gaze Theory

Laura mulvey

Laura Mulvey is a British feminist film theorist. She was educated at St Hilda's College, Oxford. She is currently professor of film and media studies at Birkbeck, University of London. Mulveys theory focuses on 'visual pleasure and narrative cinema' her studies are based on how women are viewed as sexual objects initially in Hollywood films. The male gaze occurs when the audience is put into the perspective of a heterosexual man. A scene may focus on the curves of a women's body putting you the viewer in the eye of a male. The concept of gaze is one that deals with how an audience views the people presented. 

For feminist it can be thought of in three ways: 

1. How men look at women

Men focus on the sexual features of a women and see her as an object. Men focus on the curves and other parts of their bodies and do not alway value them as valid roles. They see women as sexual objects.

2. How women look at themselves

Women are made to feel negative about themselves when viewing other women, they pick faults with their own appearances and gives them low self-esteem. Women look at themselves as a comparison and feel inferior to the women in media products. They do not take into consideration post production and compare themselves to an unrealistic role model.

3. How women look at other women

Women look at other women to shape their own identities. They take elements of what they like from women they see to try and construct an identity they deem fit and desirable for society women look at other women and compare themselves to them to create an ideal version of themselves.

Brief

A promotion package for the release of an album, to include a music promo video, together with two of the following three options:

•A website homepage for the band;

•A cover for its release as part of a digipak (CD/DVD package);

•A magazine advertisement for the digipak (CD/DVD package).