Goodwin's theory focuses on all the elements and conventions that go into a music video in order to make it successful and effective. he listed that these conventions involve: genre characteristics; which involve ideas like dance routines and stage performance, lyrics and visuals; the lyrics involved in the music video relates to what the audience can see in the music video, close ups and motifs; this is where music videos constantly show references to where the audience has to look, eg screens within screens, and finally intertextual reference; this being that in the music video it will make a reference to other films, programmes, videos ext. so ultimately Goodwin argues that if artists continue to use these predictable patterns it will create connections and meaning towards the fans, therefore making an effective music video.
in my music video example of 'hello' by Adele Goodwin's theory is expressed by the genre characteristics of Adele having a raw performance in which realistic and strong emotion is presented and felt. the lyrics and visuals of this song can be spotted from the title 'hello' and the location of the video, Adele is seen isolated and 'hello' illustrates how she is calling out to someone when in such a secluded area. in addition, there are a lot of close ups in this video of Adele signing which the audience would be able to visual and depict the emotion coming from her signing suggesting the significance of how she feels and also there are multiple close ups of the man who is thought to be her old 'lover' and that signifies the relationship they had, including the good and bad.
Richard Dyer's star theory involves three main ideas. 1) the star as a construction 2) the star as a commodity 3) the star as an ideology. the celebrity is seen as a manufactured image, meaning they are not just an actual person but they are artificial images articulated by the media industry. celebrities are also seen as products which are designed to be marketed and sold in order to get financial gain. furthermore, celebrities are seen to represent certain groups and beliefs, promoting them to the audience. also part of Dyer's theory is the idea of the central paradox. this is where the celebrity must appear to be ordinary whilst also being extraordinary, and they have to be present whilst also being absent.
in my music video example of 'oops I did it again' by Britney Spears expresses the ideas in the star theory. for example, the star as a construction is shown by Britney wearing the red catsuit. this is because it is not realistic to see many individuals wear that type of outfit daily and so by seeing something unusual in the sense it is not commonly seen creates a massive image which is not easily forgotten. also the star as a commodity is depicted from this song as it was used to expand Britney's brand identity as an artist and it was successful as this video now has 517million views so as a celebrity Britney was effectively marketised where many kept watching this video and bought her merchandise and went to her tours. furthermore the ideology of feminism is reinforced by Britney's lyrics of 'I am not that innocent' which emphasises how it is becoming more common for women to take control and stand for what they want and this is what this lyric connotes, that women are able to be passive or submissive.
No comments:
Post a Comment