Audience
Andrew Goodwin
Thought beats - the editing of the song is going to be edited in time with the music so the audience watching are able to 'see the song' in their heads.
Narrative and performance - Goodwin says we tend to make up what we think about music video but in ours it's very clear what is going on. He also says that narrative and performance should work together in a music video, and although our narrative and performance aren't linked in the music video they are still linked through the editing. We choose to use ellipsis in our music video and the shots of the band will allow the audience to follow the story instead of having a jump cut between the two narrative shots.
Star Image - there are shots of the star image but they aren't the main focus of the music video - it is more focussed on the narrative element than looking at the band.
Relation of visuals to the song - the song is relating to a nightmare so we decided that we should have the narrative in a dream state. Some of the lyrics relate to the music video, like the alcohol and smoking relates to some of the lyrics in the music video.
Carol Vernallis
Transitions are only relevant in our music video when the male character is travelling from the real world to his dream state. As this is a rock genre music video, there won't be that many transitions or effects because this applies more to a pop music video. However, Vernallis says that editing is more frequent in music video than film because it can be fitted in time with the rhythm of the song. This will be good in our music video because the audience will get a visual idea in their head of the music, supporting Goodwin's theory. Jump cuts will also be used in the music video due to a time limit of the music video and we will use shots of the band to represent the skips in time.
Stuart Hall
Our music video is pretty straight forward so I think that the audience would understand it which would be dominant reading where the read the media the way that the producer intended them to. Referring back to my previous work that I wrote about encoding and decoding,
"Whenever a music video is produced and made, it automatically falls under the process of encoding because it had already been put into a format that is ready to be received by an audience.
Decoding in music video will be the audience receiving and evaluating the music video. The audiences will interpret the encoded message in different ways, some will receive it as intended and some will interpret a different meaning to the way the producers intended the meaning to be. This can be perceived as a problem however as the product can be perceived in the wrong way and the true meaning of the video can be lost. This can cause issues when it comes to reviewing the videos success."
this shows that dominant reading isn't just a basic, straight-forward and boring music video but it is successful as the true meaning of the music video won't be lost by the audience trying to pick at it and understand what's going on if it's a confusing music video.
Genre
Steve Neale
Neale says that pleasure is derived from 'genre requiring repitition and difference'; there would be no pleasure without difference. Our music video will have the continuous repetition of the band performing numerous times in the warehouse. Neale says audience like the stretching of genre conventions but as recently so many people have been doing this it seems logical to go back to keeping the conventions normal as this is less likely to apply.
Michel Maffesoli
The urban tribe which fits our music video the best is probably the alternative section of the urban tribes (uktribes.com) According to Maffesoli, urban tribes are micro groups of people who share common interests in urban areas. The members of these groups tend to have similar world views, dress styles and behavioural patterns. As all these elements are similar to the conventions of rock I think that the alternative urban tribe is the best fit for the music video.
Narrative
Todorov
The equilibrium of the music video is at the beginning when the couple are fine, the disruption of the equilibrium is where the male finds his girlfriend's phone with an unknown number on it, the recognition of the disruption is where they argue and he hits her and she falls on the floor (seemingly dead). An attempt to repair the damage is where he tries to revive her and help her and the equilibrium is where he wakes up from the dream and all is fine. However, for difference we decided to end it on another disruption of the equilibrium of him finding the text message that he found in the beginning of his dream.
Cameron
In the music video, anachronics will be used because the male is in a dream state in the music video, it isn't shot in reality and as these scenes are usually repeated, we decided to repeat it when the male woke up from his dream. None of the others will be used because we didn't want to make the music video too confusing for the audience.
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