How do music videos speak to/ interpolate the audience?

Sleep Now in Fire- Rage against the machine:

imagery and iconography

Visual symbols such as the millionaire imagery, dollar bills are used and reinforce anti-capitalist ideology. Using this, Rage Against the Machine are presenting meaning within their video where it can relate to a specific audience however, using symbols that are universally understood to present this. 

Positioning 

A handheld camera is used in mass within this text allowing the audience to immerse themselves within the video as if they are watching in present. Audience  shots using a shallow focus with the camera panning generates a positioning as if the audience are placed as a band follower, with this idea being highlighted within the video which uses busy mise en scene as if they are following the excitement of their performance. In addition the audience are included when the video begins arriving with the band and leaving the band also presenting the idea of a band follower.

Narrative and Structure

The structure within the video is fairly simplistic with with a linear structure beginning with arriving the band, meanwhile watching the band within the middle and leaving with the band at the end. The video however has an interweaving narrative which holds another story line of a TV programme (Who wants to be a millionaire) Signifying the capitalist ideology. 

Atlas Hands- Benjamin Francis Leftwich;

Positioning 

Throughout this video we are positioned as if we are part of the family so that we feel immersed within the text. The music video has an inclusive theme to it, making it feel as if the audience with the show family and are included in their homely activities. This is done through the use of close ups and deep focus shots, some of which are positioned just above a character looking down and some shots from direct perspective of characters. 

Imagery and iconography 
Taking inspiration for my music video the imagery used Leftwich's video is also aesthetically pleasing being pleasing on the eye. The video also has a film/ home effect to it making the video warming and inclusive, making t relatable for the audience giving the message for  aspiration for 'the perfect family'.

Narrative and Structure
Both the narrative and the structure of this music video are fairly simplistic for this video, similarly to the video Sleep Now in the Fire, we arrive with the character (family). With the middle the family build the boat and the audience in immerse within the day activities, then goes on to end with the father sending off the boat while the suns sets as the day comes to an end meanwhile so does the song. 

My Music Video

Positioning

Throughout my video the audience is positioned within irrespective of the two main characters however, foremost the male character. This will be completed through the camera work and editing within the video, including hand held camera movement at points and 360 camera work to position ourselves within the characters mind. The aim is to be positioned as if we are walking with the character and experiencing the perspective of his thoughts, making the shots precise and personalised to make the audience feel immersed within the characters mentality.

Imagery and Iconography

Our video will be simplistic, being easy on the eyes and having an artistic aesthetic with visually pleasing shots. This will be done through location with the beach being used to symbolise the mind of the character. Furthermore, this will be successful through the use of costume, with everyday clothing for both the characters and simplistic props to also present relatable imagery. 

ideology /message/lifestyle

The aesthetics of our video will create an inspirational aspect to the video. with beautiful, simplistic scenes of Holkham beach appealing to the viewers.

The main protagonists is crucial to making the audience feel included within the text making it relatable giving the audience a concept which they can emphasise with "finding someone to love". The audience are carried through entwined emotions however within beautiful scenery making them want to immerse themselves and understand the protagonists message of love. 

Mise en scene

Timeline

Initial treatment

Our concept for the song 'Systems' narrative focuses mainly on visuals and lyrics in the audio. The lyrics are complicated but we want to show the root of what they express. This then presents the meaning of the concept of two people and their introduction into one another lives from two perspectives. With a boy not knowing what to do with his life feeling lost and a girl who lives in a busy city life, always occupied. When they both meet each other they are immediately struck by one another and cannot keep their eyes of each other. It will have simplistic visuals such as vast spaces like Holkham beach to allow the lyrics to tell most of the story, when the pace of the lyrics increase the visuals become more complex and the location changes.

Mood Board

How is genre used

How is genre used by institutions/ media producers?

Genre can be seen as a means of controlling the demand and can mean that the media institutions and producers are guaranteed an audience for their audience. Christine Gledhill states that its 'a means of controlling demand' and the stability of genres enables producers to predict audience expectations. this is done by exploiting the genre conventions by following a set of codes. This leads to audiences wanting similar objects however, can stifle creativity when creating new products. 

Furthermore, genre is also used to account for a profitable genre with the continuations of a variety of continuing economic factors which can result in a successful outcome. 'Teams of stars,writers, directors and technicians can be built up, giving economies of scale' Nicholas Abercrombie. For example the producer of Shaun of the Dead and Hot Fuzz created their own genre to create a formula guaranteed success. 

in addition it is a way of standardising and stabilising  stabilise production in response to audiences,Christine Gledhill notes that "differences between genres mean that different audiences could be identified and catered [...] To the mass media, genres part of the process of targeting different market sectors". 

How is genre used by audiences?

Audiences use genre to identify their media preferences and to generalise their immediate interests. Christine Gledhill notes ' Genres permit the creation and maintenance of loyal audience which becomes used to seeing programmes with a genre'. this means that creation is used in a response to audiences preferences and creates a predictability of products for audiences. 

For audiences some use genre as a device to present identity and community. For example the Pop singer Lady Gaga has her own community of people called Monsters, individuals would associate themselves within this and creates an identity within pop culture. This can also further people to divert themselves from other genres for example, an individuals identification within one genre could mean they divert themselves from other genres for example someone who may associate themselves with pop could outline their diversion from rock.

How are genres shifting and permeable?

Genres being increasingly shifting and permeable because both the audiences and producers increase and enhance the predicted audience and decrease the chance of faults, adapting two different groups of people. Nicholas Abercombie notes that the "Boundaries between genres are becoming more permeable" For example the artists Taylor swift brings together Pop genre and Country music together. 

Analysing music videos using Andrew Goodwin's theory

Andrew Goodwins Theory

The music video for Beyonce's formation applies several elements of Goodwin's theory. Firstly fulfilling characteristics of the genre, with a dance performance demonstrating one of the aspects the artist is most known for. 

 There is a strong relationship between the lyrics and the visuals shown in figure 2 "i like my baby heir with baby hair and afros" and figure 3 "prove to me you got some coordination" this is used for illustrative purposes displaying meaning and clarity behind the images creating a narrative.

 Figure 1

 Figure 2

Within the video it holds many intertextual references; A man holding up a 
newspaper is briefly seen. on the cover Martin Luther King Jr. with the words: “The Truth - More Than a Dreamer”. Presenting the historical motive to the modern day song.                                                            Figure 3

(figure 4)                                                                                                         (figure 5)

(4) Albino Alligators. “I twirl all my haters...Albino alligators” — Referencing to the film Albino alligators set in New Orleans where the music video is set.With the police standoff referencing to alligators using an albino among them as a sacrifice to distract opposing alligators, who then become prey. Beyonce is seen twirling her umbrella in a white corset, like an alligator death roll. 

 (5) Women in White; The clothing worn in these scenes represent a time before and after slaves were freed around the 1900s. with the white corsets, binding the women — during a time when slaves were technically “free” but still being oppressed. 

One of the other elements applied from Goodwins theory is lots of close ups of the artist's face which would be one of the demands from the record label with the visual style of Beyonce's videos of close ups and her performance is a recurring part of her videos.

Amy Winehouse- Back To Balck

There is a strong relationship between the lyrics and the visuals firstly with the mise en scene and editing of the video. With the black and white edit and the black themed costume directly linking to lyrics of the song "back to black" amplifying the theme of Black shown in figure 1. 
Furthermore, the lyrics are illustrative for the narrative of the music video highlighting a death. Within figure 2 the music amplifies the pace of walking and mood to the song linking to Goodwin's third section of the theory.                                                                  

The demands of the record label needing close up's of the artists face is another element of Goodwin's theory which is shown in the music video. This was key for the artist as her unique style was her motif when she was famous, so like Goodwin's theory suggests, it will occur through her works.