Research - Textual anaysis of music video 2

Research - Textual analysis of music video 1

Research - Timed analysis music video

Mabel – OK (Anxiety Anthem)

0:00 – 0:05
Mabel is filmed in a midshot walking back and forth from the camera showing her face and body. The colouring is in black and white to emphasise the meaning of the music not the video. Colour theory - In terms of light frequencies (additive color theory), white is the presence of all colors and is, therefore, a color. Black is not; without light everything is black. However, when thinking about color in terms of physical pigments (subtractive color theory), like paint, the tables turn; white is not considered a color while black is the presence of all colors

0:05 – 0:09
Extreme close up of her body. The clenched fists could be interpreted as something that someone with anxiety would do which relates to the meaning of the song. She is also seen to be wearing an oversized jacket with a top showing a lot of skin. This could be linked to Laura Mulvey and the term “male gaze” in 1975 where she believed that film audiences have to ‘view’ characters from the perspective of heterosexual male. Although the video is an anthem about mental health the female could still be sexualised in the way of the male gaze.

0:09 – 0:15
A close up edging closer to the face of the artist with direct mode of address to make the video more serious due to the issue the artist is raising awareness for. “Wake up with a knot in my chest” displays Goodwin’s theory that lyrics will make constant references to visuals on screen. The monotone aspects of her facial expressions make the audience believe she really does have the emotions of a knot in her chest. As well as black and white colouring being carried on to add dramatic tension and the display of a serious matter.

0:15-0:20
Extreme close up of her mouth lip syncing the music making the video more dramatic in the way only her mouth is seen. The choker around her neck saying ‘love’ in bold letters has an effect on the audience in the way they should love themselves and others to overcome a mental illness which could be considered as another example of Goodwin’s theory linking lyrics to visuals.

0:27 – 0:30
Extreme close ups and regular close ups are now shown of two individuals who look like they are trying not to cry or are upset with the “I’m still hurtin”.

0:30- 0:37
Repeated extreme close ups of individuals who seem to battling the theme of theme of anxiety due to their facial expressions and movements alongside the words of “sleepless nights” to emphasise the point further

0:37:0:44
Camera movement ranging from wide shot to mid shot to close up of the artist to emphasise her hand actions and make the video more dramatic in the way it is fast paced

0:44-0:50
The fast paced has moved to slow motion of the individuals again to show how they are sad and monotone rather than fast paced and happy

0:50-1:02
Fast paced camera movements of mid shots and wide shots to work alongside the beat of the music. Displaying the individuals doing something that is considered more fast paced and happy such as dancing or boxing with the lyrics “it’s okay to not to be okay”

1:02-1:05
The artist shown by a close up performing behind an old fashioned microphone therefore linking it to a genre convention of a performance music video.


1:05-1:20
Short clips forming a montage of the singer and individuals. The singer lip syncing to the chorus of the song and the individuals in a powerful stance to display that everything will be okay and it is okay to not be okay like the song is trying to message.

1:20-1:30
Camera movements ranging from wide to mid shots of Mabel lip syncing to the song behind a microphone.Goodwin’s theory is also evident due to the camera focuses on someone with tattoos on their arm alongside the lyrics "just wear it on my sleeve" displaying emotions metaphorically.

1:30-1:50
Fast paced camera movements of mid shots and wide shots to work alongside the beat of the music.Including people working out and dancing to music however the emotions are still not happy.

1:50-1:54
Close up of the singer to display the emphasize of the lyrics and the focus of the artist who wrote and performed the song

1:54-2:10
Midshot of various actors dancing and close up of Mabel singing. This could interpreted as the close focus she has on her being her flaw personally as a celebrity. Various colour changes black and white shadows on the people dancing adding to the mysterious atmosphere of the video as well as the symbol of the juxtaposition of light and dark when you are okay and when you are not.

2:10-2:35
Faster music is introduced meaning the montage of people gains speed and have shorter cuts to fit alongside the beat of the music.Close up of the singer is used to emphasize the lyrics as well as the focus on her as an individual.Midshot of the dancers meaning they are seen however have less focus on them as individuals due to the camera angle.

2:35-2:56
The music is now of a slower pace meaning so are the movements to match the beat of the music which has been done throughout the video so far.

2:56 - to end
The ending of the music video means the sound gradually as well as the tempo lowers and slows down as well as the movements of the dancers and artist. The camera angles are mainly close ups to make a dramatic ending to a subtle and monotone music video.

Planning - Audience research

Teenage Dirtbag by Wheatus

Gender - From a male perspective with females being the secondary character. It shows a male wanting a females attention. Works alongside the stereotypical movie story line of the popular girl as the nerdy boys love interest.

Ethnicity - White students not showing a diverse range of ethnicties even the band are all white males with no other races shown.The type of music being a rock and pop genre would also relate to white males stereotypically.

Age- It is aimed towards the age of high school students from looking at the video i would say the actors are between the age of 16 and 18 due to them attending a prom however the video can be aimed between the ages of 16-25.However the film it is based on and the music video could be enjoyed by anyone above the age of 25 due to the subtle comedy and engaging story line.

Region - The region is America due to the band and actors all being American as well as being set in an American High school. The video is also based on the film Loser released in 2000 with the same actors from the music video which is also an American film. However although it represents the American region it could be enjoyed by many different regions as it is available worldwide.

Socio-economic - Students are the ones shown in the video - E would be the male who is being made fun out of maybe due to this clothes not being a designer brand or lack of finances where as the popular males in the video are shown from a c1 background wearing clothes that have designer labels so the socio economic is based on the popularity of the students. With the more money they have more popular they are.

Rubicam and Young
The Aspirer in Teenage Dirtbag - These people are materialistic people that are driven by others perceptions of them rather than by their own values. These respond to what others see as being superficial. Eg; Image, appearance, person and fashion. While most would look at the contents of a pack, these would focus on the attractiveness of it.These type of people's core in life is for status.In Teenage Dirtbag this would link to the popular group at the high school due to them wearing designer clothes and wanting to keep up with the latest trends.
The struggler in Teenage Dirtbag - These people are the type of people that have the 'You Only Live Once' approach to live, as they live for today and make few plans for tomorrow. They are often associated as wasters and losers, people that have little aims and few resources apart from physical skills. If they get anywhere in life, it's seen as if it will only depend on if they win the lottery rather than working hard and getting places. Their lives are apparently associated with alcohol and junk food and visual and physical impact and sensations are important in their brand choices. These people seek escape. This would relate to the low lives seen in the background at the school are seen to have the attitude of not caring.
The mainstream in Teenage Dirtbag - These people live in the world of 'the everyday', in their lives a daily routine is a main part of their life and the way they live. When looking at their life choices they adapt a rather 'we' than 'me' attitude, so their untied with other people. They are mainstream with society and the largest group evidently. They respond to 'family' brands an value for money to stick to what they know and live like the majority - money saving. Their core need in life is for security. In Teenage Dirtbag this would relate to all of the teenagers in the background of the music video as they are doing day to day activities by going high school and doing normal activities such as Prom.

Blumler and Katz created the uses and gratifications theory as they acknowledged that all media, including music videos, offered their audiences a form of knowledge and pleasure when watching. They argue that it is the "gratifications" created by these different forms of media, that make them enjoyable to audiences. The music video has a purpose for audiences that they discover whilst watching.This theory assumes audiences are active rather than passive. Audiences that watch music videos approach the music video for different reasons, that it offers them.  Their theory suggests that individuals and social groups use music videos in different ways. This is supported by Roland Barthes theory as he explained that what is being received by audiences, may differ to the producers actual intentions.
Diversion in Teenage Dirtbag Audiences consume media texts to escape from their everyday lives. They choose entertaining texts that allow them to divert their attention from the real world, in Teenage Dirtbag this is shown by the stereotypical nerd ending up being the love interest of the stereotypical popular girl.This is engaging in the way the end result is not what people expected however is seen in many movies and people want to see if the boy gets the girl so they carry on watching.
Personal identity in Teenage Dirtbag Some audiences like to watch or read media texts because they can compare their life experiences with those represented in it. Audience pleasure comes from empathising and identifying with characters or content represented in them. In this case the variation of students in the video shows how nearly every person aged 16-25 could relate this video back to their time at school and what group they fitted into.

Music video examples

Justin Bieber's music video to "Beauty and the Beat" is a clear example of one of the uses and gratifications that audiences receive from music videos. This music video is an up-beat song that shows a teenage lifestyle. It is evident that audiences are being offered a form of escapism from reality, and are able to escape in the hedonistic life of the music video.The use of a hand held camera throughout the music video effectively draws audiences into the party that is being displayed, and adds an element of realism to the scene. The singer is constantly focusing on the camera to ensure audiences are engaged with the party and what is going on. This is demonstrates Richard Dyer's star theory as Justin Bieber's teenage audience want to see the star in the music video, which makes him appear desirable to them. 
Massive attack's "Live with me" demonstrates the second type of gratification identified by audiences. This form of gratification that audiences obtain from the music video explains the possibility for audience members to identify with character, and the use of a media allowing them to discuss the concepts with others. This is evident due to the topic that is being shown in our narrative​.​Adult audiences are able to identify their problems in the protagonist of the music video. The video illustrates the typical difficulties that many working-class people may face when dealing the stress they get from work. Consequently, the nature of this topic in the music video causes audiences to discuss their similar problems with one another and how they also relate to this character, who finds the solution to her problems in alcohol.
Hello by Adele creates a sense of identity about the life of an individual that many audience members themselves may be living. This gratification is similar to the previous one as they both demonstrate how audiences relate to music videos. The personal identity in the narrative is the main artist herself, who is compared with her audiences who are going through similar situations in their life.The protagonist in this music video has returned to her old town and is reminded of the time when she met someone she use to love, and how they ended up being separated. Many audiences compare themselves to the artists and how they're similar their experiences are for a nostalgia of their previous relationships. The whole narrative, is a de-saturated green effect that exposes melancholy and conveys an on-going flashback into a past life. Audiences can themselves go into a flashback of their lives.

Ocean Drive by Duke Demont

Gender- Majority of the actors are female making it female orientated however it could be aimed towards males in the way the male gaze with females being in revealing clothing with reckless behaviour is shown making it a prime example of why females would receive the male gaze as well as Van Zoonens theory of the representation of women.

Ethnicity- Majority of actresses are white females however some such as the female in the thumbnail seem to have tanned skin from a Latino culture.
Age - It is aimed towards young adults due to the lyrics relating to experiences during times as youths and teens. The age would be between ages 16-25. However people over the age of 25 would enjoy the music video as they could relate it back to the time in their youths and the experiences they once endured.
Region - The official music video for "Ocean Drive", which was recorded in the Melrose District of Los Angeles however is aimed worldwide as it is not aimed towards a specific region.The song was popular in many countries around the world making it not specific to one region a prime example the song being in the UK charts

Socio economic - This video shows teens going on a road trip and having fun E would be the ones who are students maybe looking to find a release and have fun  where as the young adults with the cars and going around Los Angles would be from a c1 background due to expenses of them activities 

Rubicam and Young
The Aspirer in Ocean drive - These people are materialistic people that are driven by others perceptions of them rather than by their own values. These respond to what others see as being superficial. Eg; Image, appearance, person and fashion. While most would look at the contents of a pack, these would focus on the attractiveness of it.These type of people's core in life is for status.This would relate to the young adults with the nice cars and going to parties having that stereotypical popular outlook.
The struggler in Ocean drive - These people are the type of people that have the 'You Only Live Once' approach to live, as they live for today and make few plans for tomorrow. They are often associated as wasters and losers, people that have little aims and few resources apart from physical skills. If they get anywhere in life, it's seen as if it will only depend on if they win the lottery rather than working hard and getting places. Their lives are apparently associated with alcohol and junk food and visual and physical impact and sensations are important in their brand choices. These people seek escape. This would relate to stereotype of youths seen is this video with reckless behaviour and you only live once attitude.

Blumler and Katz created the uses and gratifications theory as they acknowledged that all media, including music videos, offered their audiences a form of knowledge and pleasure when watching. They argue that it is the "gratifications" created by these different forms of media, that make them enjoyable to audiences. The music video has a purpose for audiences that they discover whilst watching.This theory assumes audiences are active rather than passive. Audiences that watch music videos approach the music video for different reasons, that it offers them.Their theory suggests that individuals and social groups use music videos in different ways. This is supported by Roland Barthes theory as he explained that what is being received by audiences, may differ to the producers actual intentions.
Diversion in Ocean drive is shown by escapism of reality in the way the youths are shown to have no real sense of belonging and are taking a break from their day to day lives to have fun. Audiences watching this might want to escape in the way but do not have the time or finances to do so by watching this they can get the satisfaction of watching others do what they would hope of doing.
Social interaction and integration in Ocean drive This category includes audiences who look for media which includes social empathy, a sense of belonging, identifying with others, a way of substituting real life companionship and connecting with family, friends and society. Examples include TV dramas such as 'Orange is the new black.'In ocean drive the audience would feel a sense of belonging due to how the video relates to their life. The video is not filled with special effects or elaborate story lines it is just friends having fun together.

Research Music video genres

Genre conventions by Holly Saunders from HollySaunders7