Analysis of media language (codes and conventions)

                                                

The Rocket Summers' video for 'Do You Feel' uses different elements within their performance to enhance different conventions within their video, the use camera movement, focus pulls and editing to promote energy within their video.

The video is a performance set in an alleyway in a urban city backstreets, with the band placed within parallel facing buildings, which immediate introduces the an urbanistic theme of the video. By using an urban location it sets an inspirational theme to their younger target, with quick cut shots showing aspects of the location, sustaining audience interests by showing only parts of the urban buildings within shots.   

Match on match allows there to be continuity throughout the performance using 5-6 shot-types. Focus pulls and Shallow focus are used within the performance  to emphasise the dynamic energy the band are trying to create furthermore, establishing the band as 'edgy' with excitement of the use of technique used. In addition the use of shallow focus shots pulls the audience’s attention from foreground to background, to different objects and between band members. The use of the pull in focus also differentiates the angles, in which its shot establishes the live rock aspect of the band.

Close-ups and extreme CU’s creates and intimacy between the band and their audience focusing on the singer’s mouth, highlighting the importance of the lyrics where their significance is furthermore highlighted through the lyrics of the hands of people filmed. The idea of having writing on hands gives an aspect to the video in which the audience can copy, aimed at young teenage girls this is very effective to enable them to relate to the video and its lyrics.

In addition, throughout the video the camera is constantly creating a sense of energy, which creates the live performance aspect of the music video. This is also used by having a handheld cameras, this creates a type of movement which also justifies the live gig aspect. The video uses compilations of many short takes produces a type of start stop motion effect giving an unconventional effect to the video, these aspects of the video make it quirky and consumes the audience to its unusual effects.