OCR A2 Media Studies June 2012 intro

1. Music Video
Lesson 1

2. Lesson objectives
• Understand some key attributes and the
purpose of music videos

3. What is a Music Video?
Complete the sentence
• “A music video is……………………..”
• Discuss
• Brain storm

4. A music video is not
• A 3 part text
• No Todorov

5. What is the purpose of a music
video?
• Brainstorm
• Promote
 Artist
 Music
• Financial
• Artistic?

6. Watch a MV
• Rock DJ - Robbie Williams
• Analyse
• Shot count

7. Music Video
Lesson 2
History of MV’s

8. Lesson objectives
• To understand the history of the evolution
of the MV
• To reinforce lesson 1 especially relating to
the purpose of MV

9. How it all started
• 1900 Gramophone invented
• 1920 Fischinger sound/vision
synchronisation
• 1927 1st sound film
• 1940’s Hollywood musicals
• 1939+ Panarom
• 1963 Ready Steady Go (ITV)
• 1964 TOTP (BBC) + Beatles

10. How it all started
• 1981 MTV +Pop clips on Nickelodeon
• 1983 CMTV + Thriller
• 1984 Music Box in Europe
• 1985 VH1 begins + MTV take over
• 1987 MTV Europe to 1.6 million homes

11. MTV Europe

12. MTV UK weekly reach %
12
10
8
6
4
2
0

13. MTV UK weekly reach %
12
Factors for decline
10 • Proliferation of pop
channels
8
• Proliferation of cable TV
6 • YouTube
4
2
0

14. MTV Europe subscribers 2001
• MTV Central 33, 208, 517
• MTV Italia 15, 866, 816
• MTV European 10, 547, 850
• MTV UK & Ireland 10, 149, 761
• MTV Spain 8,029,854
• MTV NL 5,385,120
• MTV Nordic 5, 279, 559
• MTV France 5,261, 625
• MTV Poland 1,620, 325
• Hotel Room 218,235
• Total Free To Air 4,580,000
• Total 100, 147, 662

15. MTV in decline?
• Blog link to Guardian article

16. View and discuss

17. Music Video
Lesson 3
Analysing Music Videos

18. Essay title
The evolution and changing role of the Music
Video from 1900, and it’s likely development in
the future.
• 800 - 1000 words
• Word processed
• Illustrations allowed
• Referenced
• Copy on blog + Paper copy for feedback
• Deadline Friday 29th June
• Details on blog

19. Lesson Objectives
• To understand the key characteristics of
an MV
• To begin to apply formal analytical
techniques to MVs

20. Background
• Are there styles of MV?
• Discuss

21. Content
• What are some of the typical elements of a
MV?
• Discuss

22. Andrew Goodwins Analysis
• Andrew Goodwin
• Dancing in the Distraction
Factory
• Published 1992
• Suggests 7 characteristics
of MVs
• Not all MVs show all 7 -
but many do

23. 1 Lyrics and visuals
Relationship between lyrics and what is
shown on screen
• Illustrating
• Amplifying
• Contradicting
Eg - Showing an image of a dead dog when
the lyric “dead dog” is sung.

24. 2 Music and visuals
Relationship between music and what is shown on
screen
• Illustrating
• Amplifying e.g. pace
• Contradicting
• Cutting visuals in time to music
• Shot-count v bpm is relevant

25. 3 Genres exists
There are MV genres
• They are often associated with specific musical
genres
Examples of genre include
• Stadium performance
• Studio performance
• Location
• Narrative based
• Others?

26. 4 Artist close ups
Record companies require that the main
artist is strongly featured (in close up?)
• Artistic branding
• Celebrity making
• Artistic portrayal
• Implications on
looking good

27. 5 Star iconography
Artist may develop their own star
iconography
• Branding
• Style
• Brand values/USP
e.g. Spice Girls

28. 6 Voyeurism
(esp in treatment of women)
Concept of seeing something you
should/would not usually see
• Nudity/near nudity/revealing clothes
• Exhibitionism
• An intimate location e.g. bedroom
• Screen within screen
 Mirror shot
 Door/window framing
 Cameras or binoculars

30. Voyeurism
• What is acceptable?
• Too much - limits audience
• Too little - uninteresting

31. Voyeurism -
Frame within a frame
• Not overtly “sexual”
• Image surrounded by something acting as
a frame eg. Doorway, window etc

32. Frame within a frame

33. Voyeurism
Mirror shot
+
Scanty clothing
+
Private setting

34. Voyeurism
Subject framed by
•door
•window or
•other frame

35. 7 Intertextuality
There are often intertextual references to
• Other MV
• Movies
• TV texts
• etc

36. In addition
Normal conventions apply
• Camera angles
• Camera movements
• Editing
• etc

37. Examples
• Watch the examples and identify the 7
factors

38. Summary
Further activities
• Practice applying Goodwins to a MV of
your choice
• Visit Blog link to see detailed Goodwins
analysis of a Rihanna video
• Remember Essay due in Monday

39. Music Video
Lesson 4
Analysis of MV

40. Essay title
The evolution and changing role of the
Music Video from 1900, and it’s likely
development in the future.
• 800 - 1000 words
• Word processed
• Illustrations allowed
• Referenced
• Deadline Monday 30th June

41. Aims
• Understand the practical application of
Goodwins Analysis
• Try the application

42. Review sheet

43. Example for analysis
• It’s Raining Men Geri Halliwell

44. Activity
• Plan an essay - bullet point the following
paragraphs
• Intro
• 1 para for each Goodwin point
• Conclusion

47. Music Video
Lesson 5
Analysis of MV 2

48. Aims
• To gain further experience of the analysis
of MVs using Goodwins as a framework
• Understand that some MV’s exhibit some
aspects even at the expense of others

49. Aims
• To gain further experience of the analysis
of MVs using Goodwins as a framework
• Understand that some MV’s exhibit some
aspects even at the expense of others

50. Preparation
• Rule up “goodwins sheet”

52. Examples for analysis
• Jennifer Lopez
• Discuss

53. Examples for analysis
• George Michael
• What are the main characteristics and
creative elements of this?