Monday, 27 June 2016

Andrew Goodwin


Alanis Morissette- ‘You Oughta Know’

Within this essay I hope to evaluate Andrew Goodwin (1992) and his theory regarding ‘how to analyse music videos’. His theory consists of five different elements. Firstly he suggests that we should look at the beat of the music itself. Within Alanis Morissette’s music video ‘You Oughta Know’ the artist voice is represented as extremely unique. This forms an identification, creating a star image, which the audience find easy to connect with. This allows the music video to become more appealing to the audience. This music video is additionally focusing on the performance rather than the narrative within the video.

His second analyses element consists of evaluating the narrative and performance within a video. In regards to this video, Alanis is constantly walking through the desert and changes outfits from black to white. Moreover the song fails to give a complete narrative, ultimately leaving the audience to decide what is truly happening. Alanis is additionally shown throughout the whole video (acting as bothy the narrator and the participant). However we don’t get a complete image of her face suggesting that there is an element of mystery. This helps to draw the audience in further. This acts as his third element to his theory whereby music videos have a ‘star image’.

His fourth element to his theory analyses the reaction of visuals to the song, this is done through illustrating, amplifying or disjunction. Within the music video the use of ‘amplify’ is used. Alanis’s image is repeatedly used throughout the video to create atmosphere and ultimately help to capture the audience.

The final element to his theory is the technical aspects within a music video. Throughout this music video a range of close ups and frequent cuts are used to create atmosphere and emphases the motif behind the music video. Mise-en-scene is additionally used to create meaning and suggest an edgy feel to the video which matches its genre. Moreover engaging the audience further. In conclusion by using Andrew Goodwin’s theory, we can analyse music videos in more depth and begin to determine why particular features were incorporated into the music video.

Andrew Goodwin's 6 parts and 5 key things in a music video...


Music Theory

Andrew Goodwin (1992) media theorist

His book… Dancing in the distraction factory

The element in which he observed…

He came up with this theory that there are 6 key elements to a music video and 5 ways to analyse a music video.

6 key elements to a music video…

  • Visuals that fit the music- The cuts and edits of the video are in sync with the rhythm and beat of the song- matching the overall atmosphere of the video.
  • Genre characteristics- Dependant on the genre there will be different representation of gender, ethnicity e.c.t.
  • There is relationships between lyrics and visuals- This can help portray the message of the song to the audience.
  • The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motif which reoccur across their work- this allows the label to set a certain image which will help to target a specific image.
  • There is frequently reference to notion of looking (screens within screens, mirrors, stages, etc.) and particularly voyeuristic treatment of the female body- The ‘male graze’ is often used to attract a male audience. The male graze is a focus on presentencing things that appeal to males. The emphasis on looking also includes the artist looking directly into the camera helping the audience connect with the artist.

 Three parts to the male gaze…

  1. Men looking at women
  2. Women looking at themselves
  3. Women looking at women
     

  • There are often intertextual references (to films, TV programs, other music videos etc.)

Goodwin’s ‘how to analyse music videos’…

  1. Thought beats- ‘Seeing the sound’

  • Set 1- to look at the music itself. We must take into account the structure of the song.
  • Set 2- The voice of the song. The artist’s voice is extremely unique and can form identification or trademarks that work well within the star image.
  • Step 3- Goodwin points out the artist’s mode of address. Songs can be seen as stories and the artist is the storyteller.

  1. Narrative and performance.

  • Songs fail to give us the complete narrative. We only tend to get a gist of the meaning of the song and then tend to make up our own idea of what is being told.
  • Music videos should have coherent repeatability- easier for the audience to watch it over and over again.
  • The artist acting as both narrator and participant helps to increase the authenticity however the lip sync and other mined actions remain the heart of music videos.
  • The audience need to believe this is real.

  1. Star image-
    This is a vital aspect of music videos. Meta narrative (which is a ‘big story’ that describes the development of the star over time) has an important part to play in the music video production process.
  2. Relation of visuals to the song-
    There are three ways in which music videos work to promote a song.
    Illustrate amplify disjunction…
    Illustrate- Music videos can use a set of images to illustrate the meaning of lyrics and genre, this is the most common.
    Disjunction- this is where the meaning of the song is completely ignored.
    Amplify- this is similar to repeatability, Meanings and effects are manipulated and constantly.
  3. Technical aspects-
    Through camera angles, movement, angles, mise-en-scene, editing, sound, lighting, colour, special effects. (What holds the video together).

Friday, 17 June 2016

Music Video

Narrative
Narrative music video's normally have qualities which tell a story. This can be completed through inspiration from lyrics which aid the creation of the music video.

Example...
Blank Space by Taylor Swift.
This music video incorporates elements of performance but ultimately tells a story hence why this is a narrative music video.
https://www.youtube.com/watch?v=e-ORhEE9VVg




Music Video

Conceptual
An idea that runs throughout the whole thing. This can be done/shown in editing, however is commonly not very easy to relate to.

Example...
Ellie Golding- Dead in the water.
https://www.youtube.com/watch?v=VkI0znzpwS0
This music video has an editing technique that runs throughout the video, where there are frequent cuts which creates a flash back effect. There is also an element of frequent prop use (the post cards) which is used as a stimulas throughout the whole video




Wednesday, 15 June 2016

Media Vidoes

Performance...

Performance within music videos- The concept of performance includes element such as, Lip syncing and instrumental usage/featuring.

Example...
DNCE- Cake by the ocean.
This music video incorporates lip syncing and the use of instruments to help create an effective music video.
 https://www.youtube.com/watch?v=vWaRiD5ym74