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Description and analysis of narrative in our music video

The music video I produced for Systems by Harvey Causon is a non- linear narrative in which the video doesn't follow a chronological story or plot. My production uses few of Barthes theory of narrative codes, with the symbolic code being presented within the location of the beach and being at the Sea. Proairetic code is used throughout the video with the beginning entering the video on a train and with the video a variation of transport used and walking which moves the video on. Within this my video can be seen as narratologically interesting, I would argue that my video has an abstract narrative, with the structure revolving around a variation of shots and locations being symbolic of memories and the mind. The main focus is to have aesthetic shots which bring the production together in an impressionist way concluding the text openly leaving the video to the viewer’s personal perspective.

How does the narrative structure of Chase and Status Lost & Not found construct meanings and shape audience responses?  

The music video for 'Lost and Not Found by Chase and Status uses a linear narrative structure which is examined using Todovo's concept of narrative. The 3-act structure involves the query and question at the beginning where the audience question the missing girl, the equilibrium. Following on with the commotion in the middle, presenting an episodic narrative focusing on various characters, the disequilibrium. Subsequently moving on in search of a resolution to all the disruption to reveal an unexpected ending however leading it to a closed-ended text. In which it also acts as the new equilibrium bringing the story to an end.  

Using Todorov's concept as a framing device is used as a way to provide an understanding for the text, providing anticipation for the ending of the story line however, though the text is closed- ended it still leaves the audience in question to want to know the background to the narrative. I would argue that the closure of the narrative provides a reality of perspective and wrong accusation in serious situations, where the result may not be as predicted within story.  

Within the video narrative codes are used and woven into texts to capture the audiences attention. The idea of narrative codes was devised by Roland Barthes with the purpose to drive one to maintain interest in a story. The video doesn't hold significant symbolic codes and enigma codes however the Proairetic code is used, it captures an event or moment that drives the narrative on. In the music video a photograph of a missing girl is used to focus the main question to where the narrative is going, with it being presented as one of the main signifiers which holds  in the video it is used to catalyst the forthcoming plot of the video. The other significant moment right at the beginning and the end of the video is a bicycle, its how the video opens and immediately drives the narrative, and in conclusion the video ends with the boy on his bike therefor physically driving the video to an end. 

The narrative is based on the chaotic structure of life presenting the realism of society and how people forgo within their day to day life, however people are constantly going through their own issues. With different slice of life scenarios following different people's life either lost or found, both intentionally and against their will. The footage moves from scene to scene and character to character as the story unfold on the dramatic plot. 

Target audience

How media institutions target different audiences?

There are different ways to initiate different target audiences, some holding different strengths and weaknesses which others don't have, enabling institutions to segment audiences for their production. 

Demographic measurements Demographics can be used the positives of this is that they  have  measurbility and hard data where institutions can look at recordings and look at sectors initialising disposable outcome and how to specify their product to them. For example, a music festival may indicate the price of their festival by working out the demographic of people listening to the music artists. Using demographics however has weaknesses to take in, it doesn't consider complexities of lifestyels people have and the proposal of youth income where they cant be accurately fitted into a demographic as they don't earn a permanent income. Furthermore, the categories within demographic could be seen as too broad, not presenting the limitations of interest between people within the same demographic. 

Tribes/ subculture model (channel 4) Tribes and subcultures are another mode to target different audiences, the benefits of narrowing down groups using this allows firstly a precision however, only with the types of lifestyles people have. Subcultures also provide more of an identification of links between music, with people conforming to particular sub-cultures because of the music which is associated with them. Furthermore, this helps create a greater segmentation between target audiences whereas other modes such as demographics do not necessarily provide this. It however, lacks complexities within identities, only generating stereotypes. 

Psychographic model
Young and Rubicam use a model to divide audiences into 7 different category types: the aspirer, the explorer, the redesigned, the reformer, the succeeder, the struggler and the mainstream. The weakness of this model is the fact it is very basic and vague, though it takes a perspective of lifestyle rather than income, it provides difficulty to put people in only one category.

Habits and lifestyle 
YouGov.co.uk use a survey system where they create profiles of music artists for example based on what the public similar tastes around the target. The website gives extreme detail profiles for the person, outlining their music tastes, film interest, political view, class, age and gender. It allows the user to take in account other medias and factors that surround the target person. The model has the benefit of combining information from lifestyle and demographics. It however has the weakness of being inaccurate with some information if only minimal information is collected for the profile and also cannot account for all the complexities of a individuals likes and interests. 

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