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Purpose of a music videoThey promote a single, normally, an album<br>They promote an artist or band
Brand ImageWhat we see a brand as
Brand identityWhat a brand sees itself as
Basic structures of a music video3-4 minutes<br>Typical music video combines a mix of live performance,narrative, and other visual imagery including computer graphics and animation
Performance music videoMany music videos include performance of the artists as part of the video
Generic ingredients of music videos"Shots of artists performing- Could be live stage performance, with shots of artists and audience<br>Could be artists in ""real life"" situations&nbsp;<br>Often includes lots of close ups of artists, can be particular visual style that goes with artist<br>Often artists can appear to perform in unusual places"
InterpellationWe wrongly identify with our positions within media and participate in our own manipulation
Manufacturing consentConsenting to our own sterotypes
High cultureCulture products which are percieved as some of the pinnacles of achievements
Mass cultureCultural products that are both mass produced and for mass audiences
Stuart Halls theories of representationRepresentation implies the active work of selecting, presenting, or structuring and shaping<br>The media does not just mirror society but mirrors certain characters, issues and incidents and are represented to audiences in particular, often pleasing ways<br>Media representations are selective and manufactured making them distinct from the real world<br>The repeated emphasis on certain opinions, themes, events or practices across time, media and consistent exclusion of others may have a bearing on future attitudes, identities, behaviour and social patterns
Idea of spectacle"Music videos may be considered a spectacle<br>In this, the performers are performing, often looking directly at the viewer called ""direct address"" where they interact with the viewer<br>The female figure, is often an object of an erotic gaze, whilst also offering direct address, also an object of male desire which is a voyeuristic gaze"
VoyeurSomeone who looks at someone for pleasire which means females in music videos are often dressed and posed in very sexual ways
Narrative of music videosOften, the video tells a story either that features the lyrics or is suggested in the lyrics
Symbolic part of music videosUse of lots of symbols to build up meaning<br>Lots of montages- lots of images to create meaning sometimes often contradictory<br>Lighting often used to suggest mood
Thematic aspect of music videosThere are lots of common themes in music videos<br>Depends on the genre of music
Codes and conventions of music videosVisually stylish<br>Cutting related to the rhythm of the music<br>Intercutting between performance and images or story<br>Experimental use of camera editing
Andrew Goodwins types of music videosIllustration<br>Amplification<br>Disjuncture
Illustration music videoEverything we see comes directly from the lyrics of the song
Amplification music videosThis type of video includes sequences which add extra meanings, separate from the lyrics themselves, often alongside sequences of illustration
Disjuncture music videosThe images in these videos have no apparent link to the song's lyrics
Laura Mulvey's visual pleasure and narrative cinemaEmphasis on sexuality and physical appearance- the product of a male dominated industry and cameras are an extension of the male gaze<br>Mulvey argues that- Men control the narrative, women are passive objects of the male gaze and pleasure in viewing comes from voyeurism
Monstrous FeminineMaking a healthy women become a monster
4th Way FeminismIt is often associated with online feminism, especially using facebook, twitter, instagram, youtube, tumblr and other forms of social media to discuss, uplift and activate gender equality and social justice<br>It is indictive of the continuing influence of the third wave, with its focus on micro-politics and challenging sexism and misogyny in so far as they appear in everyday rhetoric, advertising
The hyperreal Baudrillard 1993 (postmodernism)The media itself has come not the represent the real world but ,in fact, replace it<br>For Baudrillard this is called the 'hyper-real'<br>The media dominates our perceptiom of the outside world&nbsp;<br>In this way a media representation becomea hyper reality, with the reality encountered in the world itself a pale shadow of this
Post ModernismWays in which new texts are constructed by making reference to, or 'borrowing' from, already existing ones<br>Audience are left to make the connections rewarding their cultural capital
Playfullness and Self Reference<br>A classical narrative will try to hide the fact that its a fictional product<br>A postmodern film will jump up and down to draw its attention to itself and its modes of construction<br>The result is that we are slightly distanced from the film
bell hooks feminist theoryHer theory encourages long-standing idea of sisterhood but advocated for women to acknowledge their differences while still accepting eachother<br>Cannot be equality between men and women without equality between men and between women<br>Calls for a restructuring of the cultural framework of power, one that does not find oppression of others necessary<br>Part of this reconstructuring would allow men into the feminist movement, so that there is not a separationist ideology<br>This shifts the original focus of feminism away from feminsisation towards understanding, genders and sexes so that all are in control<br>
Representations and how they convey values, attitudes and beliefs around the worldBeyonce offers subversive comments about race&nbsp;<br>Could reinforce and possibly condone the objectification of women to be looked at as a core element of western patriarchal culture<br>Formation is exploring the idea in some sequences, as Beyonce is clearly playing on this objectified representation by dressing and dancing provocatively<br>By taking ownership of her representation, she is empowering herself and others
bell hooks and BeyonceBeyonce serves as a model for young women<br>She also reinforces white standards of beauty<br>Takes part in the commodification of race<br>Formation explores notions of both race and gender as the video includes refrences to Beyonce's cultural identity and celebrity status, as well as broarder refrences to historical and contemporary oppression of minority ethnic groups
CivilisationismThe most advanced stage of human social development
Anti-anti-essentialismA biologival or natural core to black culture and black music cannot be found<br>However, it still says there is a category such as black culture<br>Gilroy's notion of black culture is based on social practices and social definitions- therefore black music is intimately connected to a range of social and political issues<br>As a consequence, themes surrounding core aspects of black culture have been articulated
Product contextFormation was the lead single for the album lemonade released the day before Beyonce performed at the Super Bowl final in February 2016<br>The Formation music video, directed by Melina Matsoukas, was released with the song<br>The Music video has won numerous awards including a Clio Award for innovation and Creative Excellence in a Music Video at the 2016 awards, and has been nominated in the music video category at the 59th Grammy Awards<br>The video is set against the backdrop of the flooding in New Orleans following Hurricane Katrina and the associated racial tension in America, and also draws parallels with refrences to racism and slavery
History of Post Colonialism"Early media portrayed colonialism as natural<br>The ideology reflected ""our"" superiority and civlising influence"
Postmodernism and FormationThe music video is made for sales and used as a promotion tool for Beyonce's career<br>The video could be making valid social comments or reduce complex social issues to a means to promote the Beyonce brand and make money
economic contextA music video is part of a cohesive marketing comapign related to finance and profit<br><br><br>The video is designed to promote a politcal/cultural agenda or to simply generate publicity and make money<br><br><br>According to Wikipedia, as of December 2016, Lemonade has sold 1.5 million copies in the US, making it the country's third best selling album of the year<br><br><br>Lemonade has sold 2.5 million copies as of 2016 worldwide, according to the International Federation of Phonographic Industry, becoming the best-selling album of that year
Representation and the selection and construction of individualsAs well as offering a range of different representations in terms of race and ethnicity, we can also consider the specific representation of Beyonce herself<br>Beyonce can be considered as a media construct with her persona being selected to create her- e.g someone of strenght and power
Media Language- influence over meaning and intertextualityThere are intertextual refrences in the video- e.g, news footage of police brutality and footage showing elements of 'bounce'<br>It is important to consider the elements in the music video in ways that they contrast and conflict, and whether this creates a confused meaning for the audience or a cohesive message<br><br>The use of costume and how it contrasts expectations of genre and Beyonce- The white costume she wears is a traditional white women clothing, The parasol is used to stay whiter and the costume is revealing meant to appeal to a wider audience, The costume is also loaded with political meaning, the costume can be seen as going against tradition and be seen as taking back/ taking over history. Her hair is also blonde, quite straight and with some product reflecting white beauty standards<br><br>Beyonces figure expression and movement- Beyonces dance moves are aggressive, powerful, energetic and punchy. In this Beyonce can be seen as an active and passive onject of the 'male gaze', she fetishises her body but it can also be seen as her resisitng the male gaze with the dance moves adding agency. She also dances in formation of an x to reflect the Black Panther movement
Barthes and FormationSignifier+signified=sign<br>There is a focus on the antebellum dresses- worn during times of slavery&nbsp;<br>Occuring before the Us Civil war