Music Videos
1. '
Formation' - You should have written an analysis by now, using Goodwin and Vernallis to explore to what extent the video adheres to or challenges conventions of music videos.
Add the following to your work: 9 frames from the video that exemplify these conventions / your remarks.
It usually looks like this:
If you're not sure about Vernallis still, refer to the guidance sheet I gave you last week.
Also, this is an ex-student analysis of a Dizzee Rascal video (Love This Town)
And here is an ex-student analysis of a Beyonce video using screenshots to illustrate Goodwins's points (Prezi created):
http://rhiannamediablog.blogspot.co.uk/2014/08/beyonces-pretty-hurts-analysis.html
2. You need to answer the following: (AO1 AND AO2)
Describe and analyse the ideologies conveyed through the representations in this music video (Formation). In your answer, you must:
- consider how representations convey ideologies (gender and race/ethnicity)
- make judgements and draw conclusions about how far social and cultural contexts affect the representations.
(This is Component 1 section A phrasing - except that in the exam you will be ask to do this and compare with another - unseen - text)
Here again, you can illustrate your work with relevant screenshots.
3.
Apply theories to help you analyse the music video's messages: (AO2)
- bell hooks' feminist theory
- Paul Gilroy's theory
Draw conclusions (AO2) using Hall's Reception Theory: what are preferred and possible oppositional readings?
SOME HELP BELOW:
-
bell hooks: Feminist attention should be directed at the 'inter-relatedness of sex, race and class oppression" (hooks, 1984)
Key word to use in relation to bell hooks' message:
intersectionality
Key idea: The idea that race and class as well as sex determine the extent to which
individuals are exploited, discriminated against or oppressed (hooks). 'Formation' explores notions of both race and gender as the video includes
references to Beyoncé’s cultural identity and celebrity status, as well as
broader references to historical and contemporary oppression of minority
ethnic groups.
-
Paul Gilroy: Theories around ethnicity and postcolonial theory
Background to theory - colonialism refers to the period between the 16th and mid-20th
centuries when many European countries colonised parts of Asia, Africa and the Americas.
Colonial discourse relates to the notion that the colonising countries tended to view people in
the countries being colonised as, for example, ‘other’, ‘primitive’, and ‘inferior’.
Postcolonial
theory studies and reflects on the impact of this period of colonisation on cultures and
societies.
So, focus on:
The idea that colonial discourses continue to inform contemporary attitudes to race
and ethnicity in the postcolonial era.
The idea that civilisationism constructs racial hierarchies and sets up binary
oppositions based on notions of otherness.
'Formation' explores issues relating to race and identity. There are historical
references to slavery (the slave trade developed when European settlers in
North America began to use African slaves as a source of labour) as Beyoncé
and other female characters subvert the notion of white power during this
period by taking on the role of the rich, powerful property owners.
Contemporary identity is also explored as the video directly references the aftermath of Hurricane Katrina (when, it has been argued, the black
population was more adversely affected than any other ethnic group) as well
as broader references to civil rights (e.g. the newspaper photograph of Martin
Luther King ‘More than a dreamer’) and the power relations between the
black community and the police (the young boy dancing in front of the line of
riot police officers). This establishes multiple binary oppositions, although
Beyoncé is consistently represented as dominant, successful and powerful.
4.
PRACTICAL WORK: If there is time, you may want to do some further work on your lip synch edit.
5.
HOME STUDY FOR NEXT WEEK:
a/ Write an analysis of Riptide, first focusing on the media language / conventions, then teasing out possible readings.
b/ Your NEA brief states that your artist should be signed to a independent record label.
Do some preliminary research into independent record labels (aim for 3) and some of the artists signed to them. Start researching possible songs you could use for your production; make a selection of 3 or 4 possible tracks, with a brief reason why it might be suitable.
And to give you a taste of what you need to research in the couple of weeks ahead, here is an extract from the specs. I will give you further detailed guidance.
RESEARCH
Students should undertake research to develop their understanding of the theoretical framework in
relation to their intended production including:
- Analysis of the use of media language in similar media products to identify the codes and
conventions of the particular genres and forms. Analysis should focus on:
o how specific techniques such as: layout and composition; editing; sound, etc. are used
to create meaning,
o the way in which representations of events, issues, individuals and social groups (as
appropriate) are constructed, considering how the choice and combination of elements
of media language influences meaning and conveys viewpoints and ideologies.
- Research into how the industry context – the media organisation, production processes,
distribution and marketing, scheduling/positioning, regulatory issues etc. – impacts on a
production.
- Research into the ways in which media industries use digital convergence
across different platforms – how media products are interrelated and how different media
platforms can be used to promote and distribute products, and engage audiences in
different ways. Identify examples from similar products analysed.
- Research into the methods used to target and address audiences, including analysis of the
techniques used to appeal to, engage and position an intended audience.
Identify examples from similar products analysed.
- Research into audience responses to,
and interaction with, media products.
- Secondary research - academic theoretical research appropriate to A Level to develop
understanding and support analysis.
- Primary audience research such as focus groups research prior to completion of production
work.
Lots to do! Good luck, everyone,
