An example of a video that presents reality as far as possible, creating verisimilitude is 'When The Sun Goes Down' by Arctic Monkeys.
http://www.youtube.com/watch?v=qBbk9IjRd
How?
- doesn't glamorise anything, for example smoking and drinking is shown but always in a negative way
- the use of black and white adds to the negative atmosphere of the video, as colours don't sway the audience by changing the mood, and therefore connoting that there's no lying through the camera.
Sunday, 18 March 2012
Wednesday, 7 March 2012
Audience Theory - Essay Plan
How can audience theory be used in relation to your music video?
Hyperdermic Syringe Theory and Two-Step Flow
- linear models that state that audiences accept the messages that are injected by the media that they consume
- my video could suggest that all relationships are complex but have a happy ending
- however this isn't always the case, this is just one story
- this proves that this theory is outdated, too basic and suggests that audiences are passive.
Uses and Gratifications Theory - Blulmer and Katz
- my video is likely to relate to personal identity element the most, for example the audience finding themselves reflected in the text
- audience compare their own relationship to the text
- change/establish their own view on relationships
Stuart Hall
- no meaning until texts are received and interpreted by audience
- possible reading intended could be that relationships can break down, but can also be saved and create a happy ending
- could be decoded as a negotiated reading - relationships are complex and can be broken down or built back up, but this doesn't always happen, and can always happen in different ways, for example it could be the idea of forgiveness from either the girl or the boy
David Gauntlett - Constructing Identity
- identity isn't fixed, but is shaped by what you watch
- active audience - pick and choose elements to shape identity
- for example my video could present women in different ways such as being powerful, or getting hurt in a relationship.
- audiences may take a negotiated reading and accept some elements but not others.
Louis Althusser - Reinforcing the Values of Society
- who's in control?
- media texts, knowingly or unknowingly, reproduce these values and this reinforces them
- for example, my text presents a testing relationship which is dramtic and emotive
- individuals are interpellated, unconsciously controlled by these in power (media)
- audience understand the relationship in my video, and develop a view on what they thinks happening and what they would do in that position
- however these views and values are reproduce in a range of ways in a number of the videos, so the producer has a large amount of control by reinforcing these values, whilst audiences still feel in control as they are applying their values as an active audience.
Hyperdermic Syringe Theory and Two-Step Flow
- linear models that state that audiences accept the messages that are injected by the media that they consume
- my video could suggest that all relationships are complex but have a happy ending
- however this isn't always the case, this is just one story
- this proves that this theory is outdated, too basic and suggests that audiences are passive.
Uses and Gratifications Theory - Blulmer and Katz
- my video is likely to relate to personal identity element the most, for example the audience finding themselves reflected in the text
- audience compare their own relationship to the text
- change/establish their own view on relationships
Stuart Hall
- no meaning until texts are received and interpreted by audience
- possible reading intended could be that relationships can break down, but can also be saved and create a happy ending
- could be decoded as a negotiated reading - relationships are complex and can be broken down or built back up, but this doesn't always happen, and can always happen in different ways, for example it could be the idea of forgiveness from either the girl or the boy
David Gauntlett - Constructing Identity
- identity isn't fixed, but is shaped by what you watch
- active audience - pick and choose elements to shape identity
- for example my video could present women in different ways such as being powerful, or getting hurt in a relationship.
- audiences may take a negotiated reading and accept some elements but not others.
Louis Althusser - Reinforcing the Values of Society
- who's in control?
- media texts, knowingly or unknowingly, reproduce these values and this reinforces them
- for example, my text presents a testing relationship which is dramtic and emotive
- individuals are interpellated, unconsciously controlled by these in power (media)
- audience understand the relationship in my video, and develop a view on what they thinks happening and what they would do in that position
- however these views and values are reproduce in a range of ways in a number of the videos, so the producer has a large amount of control by reinforcing these values, whilst audiences still feel in control as they are applying their values as an active audience.
Sunday, 5 February 2012
Post-Production - Meaning through iMovie
I used the fast cut montage effect towards the end of my music video, by shortening the length of a range of shots on iMovie, using the crop tool. The fast-cut montage match the building beat towards the end of the video, matching genre characteristics. It also helped to keep the attention of the viewer, due to the fast speed of the changes, making likely that the video would be watched again to get a better look at all of the shots involved.
I also changed the saturation of the first few shots through the video effects available on iMovie. This gave the footage a vintage effect, matching the ideology of the band because the artist is new but has a slight vintage sound, for example with the use of the microphone effect of the singers voice at the start of the song. It also matched the image motif of the vintage microphone used in the video. This helped to keep the brand identity fluent and consistent through both music and visuals.
In the slower paced part of the music, I used the wipe (from left to right) transition, to follow the character off the screen by pulling on the next frame. I found that this added interest, gave the effect of the story moving on, effectively mirrored the pace of the visuals, as well as creating contrast to the other scenes of the video where the music and visual are both much more upbeat.
I also changed the saturation of the first few shots through the video effects available on iMovie. This gave the footage a vintage effect, matching the ideology of the band because the artist is new but has a slight vintage sound, for example with the use of the microphone effect of the singers voice at the start of the song. It also matched the image motif of the vintage microphone used in the video. This helped to keep the brand identity fluent and consistent through both music and visuals.
In the slower paced part of the music, I used the wipe (from left to right) transition, to follow the character off the screen by pulling on the next frame. I found that this added interest, gave the effect of the story moving on, effectively mirrored the pace of the visuals, as well as creating contrast to the other scenes of the video where the music and visual are both much more upbeat.
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