12B - how is meaning constructed in videos?

Consider how meaning is constructed in some of the following videos, using your reading from Archer's article and using the framework of semiotics to deconstruct the signifiers:

12A - Applying narrative theory to a music video

Now that you have considered how approaches to narrative reveal repetitious and recognisable narrative structures in your film openings, apply the same concepts to music videos.  Watch the videos below and choose a narrative theory to apply.  Does this reveal that these music videos are experimental in their approach to storytelling, or do they use familiar and recognisable structures, despite the lack of dialogue?

Task 2 - Semiotic analysis and representation

1) What visual signifiers are encoded in the video? 2) What ideologies are being constructed?

Welcome back everyone! Post 1: Key features of a music video

Andrew Goodwin, Dancing in the Distraction Factory, 1992 stated that typical music videos have the following features:

1. Genre characteristics
2. A relationship between lyrics and visuals
3. A relationship between sound and visuals
4. A high proportion of close ups
5. Visual motifs
6. Notion of looking
7. Intertextual references

To test this theory, analyse your own choice of music video below (looking at page 47 of the booklet and the writing frame in shared area if you need it).

1) What is the genre of the track and what typical conventions are evident in the music video?
2) What is the relationship between lyrics and visuals?  Give three specific examples from the video.
3) What is the relationship between music and visuals?  Give two specific examples.
4) What is the proportion of CUs to other camera distance shots in the video?  What other shots are prominent or significant?  What are the CUs framing?
5) Does the artist have any visual motifs?  If so, what are the connotations?
6) Is there any notion of looking present?  Where?
7) Is the video voyeuristic?  Is it fetishistic?  Why do you think that is?
8) Are there any intertextual references to film, news, tv programmes, art, other music videos?
9)  Is the video primarily performance, narrative or concept based?  If a mix of two or more, what are the proportions?  What is the relationship between the two different sections?
10)  Does the video conform to Goodwin's theory?  Explain.
In addition: What visual effects are employed?  Is this typical of the artist?  What would you say about their style?