Media Language
Reading a media text is a two part process. First of all you deconstruct it by focussing on certain technical and stylistic elements, then you think about how they work together to make meaning, this is reconstructing the text.
The elements you need to focus on are:
• Camera work: shot types, angles and movement
• Editing: Cuts, transitions, graphics and sequences.
• Sound: Diegetic and non-diegetic, how this works with the images
• Special effects: Graphics, make up, stunts, green screen etc…
• Mise en Scene: Props, location, composition, lighting, costume, performance and movement.
When you analyse a text it should always discuss some or all of the key concepts for Media Studies: GENRE, NARRATIVE, REPRESENTATION and AUDIENCE.
Important Things to Remember About Music Videos
• Music videos essentially have two strands running parallel through the video: narrative and performance. The narrative is the story that runs through the video. The performance element is when the artist(s) sings to camera. Sometimes the performance can be part of the narrative but it can also be a cut-away from the narrative to a stage performance.
• The primary purpose of a music video is to promote an artist, song or album. To do this the video needs to fit a clear genre and be attractive to a specific target audience. It does this by creating elements that are recognisable and explicit but there will also be implicit and sub-textual meanings which you can find and discuss. It also means there needs to be many close ups on the artist and the majority of camera time is focused on them to ensure the audience know them and like them.
• Different groups are represented in different ways. You should look at how particular groups are represented in the music videos which you analyse. For example the representation of women in Hip Hop and R+B videos. Is the representation positive or negative? Does it rely on stereotypes? Are they realistic? How does this representation appeal to the target audience and engage them in the text?
Coursework Folder Task
Analysis of three music videos. Remember to include screen shots and plenty of media language. You do not need to write it as an essay, you can use bullet points as follows:
Introduction- explain what genre the song it, who the artist is and who the specific target audience are
1. Technical codes - here you should write a paragraph for each technical area listed below (make sure you use the specific terminology)
2. Symbolic codes - here you should analyse the signifiers in the music video and explain how they communicate the genre to the audience and appeal to the audience
3. Representation of social groups- here you should discuss how different groups are represented in the music videos and why you think the producer has chosen to represent them in this way
4. Andrew Goodwin- Explain how the video fits into the elements that Goodwin identifies in his writing about music videos
5. Audience Appeal- you should finish with explaining why the target audience would enjoy this music, what gratifications would they get from it?
6. Conclusion - Here you should ad your opinions about what you like from this video and whether there are any techniques that you would like to replicate in your own production piece
Technical Production Terms
Camera Shots, Angle, Movement and Composition
• Shots: establishing shot, master shot, close-up, mid-shot, long shot, wide shot, two-shot, aerial shot, point of view shot, over the shoulder shot, and variations of these.
• Angle: high angle, low angle, canted angle.
• Movement: pan, tilt, track, dolly, crane, steadicam, hand-held, zoom, reverse zoom.
• Composition: framing, rule of thirds, depth of field – deep and shallow focus, focus pulls.
Editing
Includes transition of image and sound – continuity and non-continuity systems.
• Cutting: shot/reverse shot, eyeline match, graphic match, action match, jump cut, crosscutting, parallel editing, cutaway; insert.
• Other transitions, dissolve, fade-in, fade-out, wipe, superimposition, long take, short take, slow motion, ellipsis and expansion of time, post-production, visual effects.
Mise-en-Scène
• Production design: location, studio, set design, costume and make-up, properties.
• Lighting; colour design