music video theoretical focus

music video theory summary:

Richard dyer's star theory- This theory explores the formation of a star, often in a music video. It notes that there are 3 key elements to being a star- construction, ideology and commodity. When these are applied a star is formed as a product of the cultural and economic process. However it is important to consider the paradox of a star in media whereby they have to be ordinary vs extraordinary and present vs absent. 

Goodwin's music video theory- This theory suggests all music videos follow the same structure and conventions. These are Genre characteristics, lyrics and visuals, music and visuals, close ups and motifs and intertextual references. These elements can be found in all music videos ad show the consistently in genre conventions. 
example of music video using these elements:

cant catch me now music video by Olivia Rodrigo on behalf of the Hunger games: ballad of songbird and snake film release. 

 This is the opening scene of the music video and allows an immediate construction of the 'star' persona. Fan will be gratified and excited to see her reference and therefore this aligns to the view of a 'star' as a commodity as fans will consume the media due to Olivia's mention  

Below reflects Goodwin's genre conventions and characteristics of a music video. Olivia is depicted as playing her instrument and singing the song lyrics- joining lyrics and visuals- allowing audiences to feel involved in the video's construction. 

Music video infographic

 

Through the infographic I explored the different eras and developments within the formation of music videos. The infographic explores the progression from simplistic music videos to more modern forms with the involvement of technology and globally recognised artists and bands such as Queen.

The Guardian replica front cover

 For this task I worked in a group to help replicate a Guardian front cover, using genre conventions and the process of writing in adherence to their left leaning political ideology. I followed genre stereotypes such as high copy to text ratio and serif font, helping to convey the level of sophistication and ‘trust’ the Guardian want their ABC1 audience to infer. Furthermore, the story of Ed Gein is presented with a lot more professionalism however evolving zeitgeist can be seen via the large image emphasising the increase in tabloidisation within the news industry. 

The Sun replica front cover

For this task I worked within a group to help create a replica Sun front cover. Following key genre conventions such as a high image to text ratio and use of adverts targeted to a C2DE audience, the front cover is able ti refer t the social and cultural zeitgeist of the discovery of Ed Geins house. This story and its depiction on the cover would adhere to the Sun readership as it has been sensationalised and therefore engages the audience to read and grow invested in what happened - use of enigma codes and mockery as shown in the cover line. 

Big issue front cover

 For this task I created a replica big issue front cover. Using Canva and adobe photoshop, I followed the conventions of the big issue such as their use of bright colours for street selling and large visible masthead. Furthermore my main cover model is Ellie Kildunne, a red rose England rugby player, who won SPOTY runner up award. This was a crucial turning point in the visibility of all female sport yet alone rugby. Historically women in male dominated sports such as rugby are misrepresented or excluded from the media however her success in the field showcases a social and cultural shift in society. 

Shsg advert

 advert for shsg sixth form

Using a DLR camera and photoshop I took multiple images reflecting SHSGs school motto and mindset. The image reflects SHSGs beliefs around being safe, happy and successful through the layout and wide shot image. The colour palette of green conveys the School community, adhering to the advert being targeted to new students joining the sixth from therefore encouraging them to become apart of the school 

Hugo boss perfume advert

beauty advert inspired by Hugo boss

 To engage my target audience of ABC1 (stereotypically) females I have used a motif of colours reflecting these ideas. The pink and red enhance the physical contents of the perfume, drawing and gratifying the audiences attention. The use of a handwriting font adds a sense of personality and relatability to the advert along with connoting femininity and sophistication 

I researched other Hugo boss adverts and was inspired by their depiction to create a modern but feminine product