Music Videos: One Video from List B

Context and Background

Each music video on List B is part of a broader audio-visual creative package, seeking to both entertain and drive sales of music singles.
Music videos serve as supplementary texts, exploring larger themes, narratives, and aesthetics tied to the artist or the song’s content.
Music videos are distributed widely through a variety of platforms, including digital mediums such as YouTube, Vevo, and artist’s websites, aptly representing a key part of our transmedia world.

Media Language

Use of cinematic techniques, including varied shot types, angles, lighting, and editing to amplify the song’s emotional impact.
The employment of visual metaphors, symbology, and iconography to add layers of meaning and intrigue.
Attention to mise-en-scène – Including setting, costume, make-up, body language and facial expressions, allows for nuanced communication and representation.

Representations

Examining representation of gender, race, class, and physical ability in music videos from List B offer insight into societal norms and stereotypes.
The relationship between the artists and the viewer is shaped through these representations.
Often used to both challenge and compound existing representations and stereotypes.

Audience Interpretation

Decoding music videos relies heavily on the individual viewer’s cultural and contextual knowledge – this interaction is dubbed as reader-response theory.
Considering fan bases, comments, views, and social media engagement can provide useful insight into audience interpretations.
Audience responses could range from intellectual appreciation, emotional engagement, and desire to mimic or follow the suggested lifestyle or values.

Role of Media in Society

Considering the wider influence, music videos are potential agents of cultural imperialism - promoting specific cultural values, ideologies or lifestyles.
Use of music videos for social commentary or encouraging dialogue about societal issues – highlighting the didactic function of media.
Evaluating the interplay of commerce and art in the production and consumption of music videos.

Examining the Texts

Considering the interplay between visual narrative and song lyrics, examining how music videos may transform or elevate the understanding of the song.
Identifying the uses and relevance of intertextuality – references to other media texts, affect our understanding and interpretation of music videos.
Analysing the use of various cinematographic devices and how they contribute to the overall theme or message of the video.

Remember, the emphasis should be on understanding the music video’s use of media language and representation and their potential impact on audiences and society.