conventions of the form powerppoint
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Conventions of the Music Video form for A2 Media Studies by Chloe DunnTRANSCRIPT
CONVENTIONS OF THE FORM
Chlo Dunn
MUSIC VIDEOS
All music videos follow a set of codes and conventions in order to make the
form recognizable to the audience. Different genres use different conventions in
order to differentiate the types of music from one another, they are different
because each genre targets a different audience with possibly a different
demographic like age and social status and also a different psychographic like
fashion sense and where they shop and what they do in their spare time.
Conventions of the form provide a structure so that the audience understands
and becomes familiar with music videos and what they expect to see in a music
video.
Conventions will change due to the genre of the music however all music videos
follow some general conventions, these include; the video style which is
generally performance, narrative or abstract. The camera angles, shots and
movement. Editing techniques like pace of shots or any effects. Sound, which
can be diegetic or non-diegetic depending on the style of the music video. And
finally Mise en Scene like props, lighting and costume.
STYLE
Performance
Performance style is used predominantly to promote the artist. It is
conventional for audiences because the viewer can see the artist doing
what they are paid to do, performing. This style is mainly used in the
rock/indie genres as instrument playing is what their audience want to
see and what they can relate to. This style also works for solo artists,
particularly females who can use the style to sing and dance, perhaps in
a provocative way which will attract male viewers that aren’t their target
audience. This coincides well with Laura Mulvey’s theory of the ‘male
gaze’
STYLE
Narrative
The narrative style is used more to promote the song than the artist although it
does do both. The narrative can keep the audience entertained whilst making the
song memorable so the audience is more likely to buy it. The narrative usually
reflects the song lyrics and as most songs are about love, the characters within
the narrative help the audience to relate to what the song is about. This increases
the amount of emotion felt by the viewer and can encourage them to purchase the
song and video. Other narratives may include film like videos that are based on
action or horror etc. this excites the audience and makes them want to watch till
the end to find out what happens which will mean them listening to the full song
and may change a person’s opinion of the song.
STYLE
Abstract
Abstract style is used more to evoke a feeling or
mood in the viewer or to give them an impression
about what the song is about. We are motivated most
by our feelings so using the abstract style to make
the audience feel a certain way is more likely to
make them buy the song.
CAMERA
The camera is very important in making a music
video different shots, angles and movements are
conventional of music videos in order to set a
viewing pace to the video.
CAMERA SHOTS
Establishing shots and wide shots are used often show a
particular location which can instantly give the viewer an idea of
the genre. Medium close up shots, close up shots and extreme
close up shots are very conventional of music videos as they show
the artist’s face. They do this to promote the artist and so that it is
easier to remember them. This is the whole point of a music video.
It is also used to show emotion in the artist’s face, this is
particularly used in narratives or abstract styles as it is important
to get across the correct mood and feelings to the audience.
CAMERA ANGLES
The eye level angle is used most commonly in music videos. This is because
that is how the audience is used to seeing things. It makes the video seem more
realistic and in the real world. It makes the audience feel more relaxed and
makes the video more relatable. High angle and low angle shots are used,
particularly in narrative videos to show the balance of power. High angle shots
make the artist or subject look less intimidating whereas low angle shots make
them look bigger and more in control. It can be used in narratives to
differentiate between the protagonist and antagonist. Dutch angles are
commonly used in music videos to make the video more creative and unusual.
Its use in a narrative style could portray the character’s feelings of confusion or
even a mixture of feelings. Bird’s eye angle is used to show the subject in a
different perspective to the audience. It usually a more flattering angle than a
normal horizontal angle, which is important to make the artist as attractive as
possible to help promote themselves. It can also be used to show the audience
something the subject may not have seen.
CAMERA MOVEMENT
Tracking and pans are the conventional camera
movements of the form as it gives the audience a
sense of journey which most songs entail. They can
give the viewers a better view of the location or
show something the subject may not have seen. They
also add pace to a song which is important in
reflection to the mood and tone the artist wants to
put out.
EDITING
Most music videos include some sort of editing. The most
common of which is editing to the beat of the song. This makes the
video more aesthetically pleasing to watch and allows the viewer to
understand the correct pace and mood put across. Some videos
include post-production effects like black and white or sepia to age
the video depending on what is fashionable in that era. It also adds
to the mood and makes the video more edgy. Flash backs are used
in a non-linear narrative to show a character’s progression or
journey and can make the narrative stand out and appear different.
SOUND
Sound is incredibly conventional in a music video.
The sound can be diegetic or non-diegetic depending
on the style and can often include both. The sound is
usually sound parallel which means it matches the
editing, if it is a fast song then the video will be fast,
the same if it is slow and also the mood, if the song
is happy then the video will be happy.
MISE EN SCENE
Mise en scene is very conventional in music videos
as they are what creates stereotypes which are when
we expect certain conventions to occur in different
people or things.
LIGHTING
Lighting is always used in music videos. The
amount of light or the colour of the light will reflect
the mood of the video, if it is light then the video is
more likely to be happy. Flashing lights used will
often coincide with the beat of the song to keep with
the pace. The angle of the light is used a lot in
narratives as it can help indicate who is a
protagonist or antagonist.
PROPS
Props are used often in music videos that relate to
the lyrics or aid a narrative. They make the video
more fun to watch and can be a key part of a
narrative or display a point the artist is trying to
show. They can also be used for a comical value to
help engage the audience or make them laugh.
COSTUME
Costumes are very important as they can help explain a narrative or a
particular character. Musicians today are often seen as style icons and
get a lot of their audience from the way they look. It is also I crucial way
to market themselves in order to sell more music. Hair and make-up can
also be used in the same way. Costumes like props can be used for a
comical value, the more outrageous, the more it will be talked about
through online media and that increases publicity for the song and the
artist. A good example of this is Lady Gaga. She has become best known
not for her music but for her weird dress sense however she is still a
respected musician and making lots of money.
LOCATION
The location of a music video can instantly give the audience an
idea of the genre. For example, forest locations would be best
associated with the folk or country genres whereas derelict urban
areas are associated with indie rock while clubs and sunny
beaches are linked to pop music. A good location can attract an
audience and make them interested to know what the song is
going to be about. The location can also be crucial for the
audience to understand the narrative and give the video a sense
of meaning.