Answer the questions below to complete your introduction to the Music Video topic:
1) What are the key conventions of music video?
Visual Effects
Intertextuality
Fast Paced Movement
Not very long
2) What is intertextuality?
When one media text refers to or suggests another media text
3) When did music videos first become a major part of the music industry?
When they were made as mini films eg beatles and elvis
4) What launched in 1981 and why were music videos an important part of the music industry in the 1980s and 1990s?
MTV WAS LUANCHED AS A PLATFORM FOR MUSIC VIDEOS
5) How are music videos distributed and watched in the digital age?
Music videos are distributed and watched through youtube
6) Why was piracy (illegal downloading on the internet) a problem for the music industry?
The content becomes free meaning the artist doesn't make money
7) What digital services did the music industry set up to combat the threat of piracy and illegal downloading? Give examples.
They set up subcription services such as spotify and yt music
8) What is digital convergence?
The ability to view the same multimedia content from different types devices. These are all thanks to the digitization of content.
Saturday, 25 April 2020
Advertising: assessment
1) What does intertextuality refer to in Media Studies? [2 marks]
When one media text refers to or suggests another media text
2) Explain how the OMO advertisement reflects the social and historical context of its time. [6 marks]
In the 1950's women where represented as domestic and housewife as she is hanging clothes. they were seen as less superior to men. She is also wearing bright clothes and make up which signifes women as being attractive and she represents beauty and fashion as she is wearing red lipstick.The anchorage text is like a conversation between a child and their mother which signifies how effective the product is it reinforces the maternal stereotype.
3) How do advertisements reinforce and challenge stereotypes in the media?
Answer with reference to the NHS Blood and Transplant online advertising campaign Represent. [12 marks]
The NHS Blood and transplant campiagn reinforce stereotypes in the media by using jobs not really assiociated with black people like scientist.Gender is also subverted as the boxer Nicholas Adams is portrayed as strong, Lady Leshurr as dominant , female scientists as smart, Kanya King , who is the CEO of MOBOs, as powerful.Futhermore age subverts stereotypes as the younger actors are portrayed as dedicated , hard-working and successful.
Friday, 24 April 2020
Galaxy 'Chauffeur' advert: blog tasks
1) Who is Audrey Hepburn?
Audrey Hepburn was a famous Hollywood star in the 1950s and 1960s. She was associated with Hollywood glamour and style and was also a fashion icon and model . She died in 1993 at the age of 63.
2) Why did Galaxy select Audrey Hepburn for this advert?
Galaxy selected Audrey Hepburn because she was extremely famous back in the 1950s so older generations could relate to her.
3) What are the connotations of Audrey Hepburn and celebrity in this advert?
4) Why is the advert set in the 1950s? What audience pleasure does this provide?
The audience get a sensation of nostalgia as they remembers memories of Audrey Hepburn and the type of background used the in the video.
5) What is intertextuality?
Intertextuality is where on media products makes references to other media products.
6) What Audrey Hepburn film is suggested in this advert and how is this effect created (e.g. mise-en-scene - CLAMPS: costume, lighting, actors, make-up, props, setting)?
The film that is suggested in this advert is Audrey Hepburn's film 'Roman Holiday'.This is shown by the actors.Galaxy have deliberately chosen someone who looks like the actor Gregory Peck. Also , Audrey Hepburn is wearing the same type of dress as she did in the movie ' Roman Holiday.'
7) Which of Propp's character types are represented in the advert? (Note: you will not find them all).
8) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
9) What representations of gender can you find in this advert?
Women are represented as beautiful because Audrey Hepburn has makeup on.
10) Are stereotypes reinforced or subverted in the Galaxy advert? Give examples.
This advert reinforces and subverts representation of gender. It reinforces that women need makeup to look beautiful.However it subverts the fact that women are inferior to men , because the men were the ones driving the women around.
Audrey Hepburn was a famous Hollywood star in the 1950s and 1960s. She was associated with Hollywood glamour and style and was also a fashion icon and model . She died in 1993 at the age of 63.
2) Why did Galaxy select Audrey Hepburn for this advert?
Galaxy selected Audrey Hepburn because she was extremely famous back in the 1950s so older generations could relate to her.
3) What are the connotations of Audrey Hepburn and celebrity in this advert?
The connotations of having a celebrity is to show that galaxy chocolate is targeted towards all social classes.
4) Why is the advert set in the 1950s? What audience pleasure does this provide?
The audience get a sensation of nostalgia as they remembers memories of Audrey Hepburn and the type of background used the in the video.
5) What is intertextuality?
Intertextuality is where on media products makes references to other media products.
6) What Audrey Hepburn film is suggested in this advert and how is this effect created (e.g. mise-en-scene - CLAMPS: costume, lighting, actors, make-up, props, setting)?
The film that is suggested in this advert is Audrey Hepburn's film 'Roman Holiday'.This is shown by the actors.Galaxy have deliberately chosen someone who looks like the actor Gregory Peck. Also , Audrey Hepburn is wearing the same type of dress as she did in the movie ' Roman Holiday.'
7) Which of Propp's character types are represented in the advert? (Note: you will not find them all).
Hero - Person driving in the car.
Heroine - Audrey Hepburn
Donor/False hero - bus driver
8) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
Equlibrium - she is just sitting in the bus relaxed.
Disequilibrium- The bus driver and store owner get into an argument which stops the bus from moving.
New Equilibrium - The man in the car comes and allows Audrey Hepburn to ride in his car.
9) What representations of gender can you find in this advert?
Women are represented as beautiful because Audrey Hepburn has makeup on.
10) Are stereotypes reinforced or subverted in the Galaxy advert? Give examples.
This advert reinforces and subverts representation of gender. It reinforces that women need makeup to look beautiful.However it subverts the fact that women are inferior to men , because the men were the ones driving the women around.
Represent NHS Blood & Transplant campaign: blog tasks
1) What does BAME stand for?
Black, Asian and Minority Ethnic
2) Why is there a need for blood in the BAME community?
3) What does this advert want people to do once they've seen it (the 'call to action')?
They want people of these minorities to donate blood as not enough of these minorities
4) Why is the advert called 'Represent'?
As it positively represents the BAME community
5) Why have the producers chosen famous BAME celebrities to feature in the advert? Give an example of three well-known people who appear in the advert and why they are famous.
They have used famous BAME celebrities in the advert as it represents their community and makes them want to donate blood like these celebrities like lady leshurr, Ade Adepitan, Kenya King
6) Why is there a slow-paced long shot of empty chairs at the end of the advert?
It has connotations of of death, the consequences of not giving blood.It also makes BAME people guilty that they aren't donating enough blood.
To illustrate that more people of these ethnicity need to donate blood
7) How does the advert match the key conventions of a typical urban music video?
The advert matches the key conventions of a typical rap music because it is set in an urban area and the main actor is wearing sportswear.
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
The race/ethnicity aspect subverts BAME sterotypes because there is a black scientist although scientist are mainly associated with people of white culture.Gender is being subverted also as boxer Nicholas Adams is portrayed as strong, Lady Leshurr as dominant , female scientists as smart, Kanya King , who is the CEO of MOBOs, as powerful.Age subverts stereotypes as the younger actors are portrayed as dedicated , hard-working and successful.
9) How does the advert reinforce certain stereotypes of the BAME community? Could there be an oppositional reading where some audiences would find this advert offensive or reinforcing negative stereotypes?
Race and ethnicity is reinforcing black sterotypes as black actors are associated with jobs such as:footballer,singers,dancers.Gender of women reinforces sterotypes likes fashion and dancing.
10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
Costume- Sports wear is worn to reinforce the urban background.
Lighting- Mid-day , dark and gloomy sunlight to reinforce London's miserable weather.
Actor- Lady Leshurr , a British grime and hip hop rapper,singer and producer .
Makeup-Makeup is used on Lady Leshurr which reinforce the stereotype that women need to look attractive at all times.
Props- No props used.
Setting- Music video is set in London , on top of a roof top which is dirty and old.
Black, Asian and Minority Ethnic
2) Why is there a need for blood in the BAME community?
Only 3% of Blacks and Asians donate their blood
3) What does this advert want people to do once they've seen it (the 'call to action')?
They want people of these minorities to donate blood as not enough of these minorities
4) Why is the advert called 'Represent'?
As it positively represents the BAME community
5) Why have the producers chosen famous BAME celebrities to feature in the advert? Give an example of three well-known people who appear in the advert and why they are famous.
They have used famous BAME celebrities in the advert as it represents their community and makes them want to donate blood like these celebrities like lady leshurr, Ade Adepitan, Kenya King
6) Why is there a slow-paced long shot of empty chairs at the end of the advert?
It has connotations of of death, the consequences of not giving blood.It also makes BAME people guilty that they aren't donating enough blood.
To illustrate that more people of these ethnicity need to donate blood
7) How does the advert match the key conventions of a typical urban music video?
The advert matches the key conventions of a typical rap music because it is set in an urban area and the main actor is wearing sportswear.
8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.)
The race/ethnicity aspect subverts BAME sterotypes because there is a black scientist although scientist are mainly associated with people of white culture.Gender is being subverted also as boxer Nicholas Adams is portrayed as strong, Lady Leshurr as dominant , female scientists as smart, Kanya King , who is the CEO of MOBOs, as powerful.Age subverts stereotypes as the younger actors are portrayed as dedicated , hard-working and successful.
9) How does the advert reinforce certain stereotypes of the BAME community? Could there be an oppositional reading where some audiences would find this advert offensive or reinforcing negative stereotypes?
Race and ethnicity is reinforcing black sterotypes as black actors are associated with jobs such as:footballer,singers,dancers.Gender of women reinforces sterotypes likes fashion and dancing.
10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
Costume- Sports wear is worn to reinforce the urban background.
Lighting- Mid-day , dark and gloomy sunlight to reinforce London's miserable weather.
Actor- Lady Leshurr , a British grime and hip hop rapper,singer and producer .
Makeup-Makeup is used on Lady Leshurr which reinforce the stereotype that women need to look attractive at all times.
Props- No props used.
Setting- Music video is set in London , on top of a roof top which is dirty and old.
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