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.
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.
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
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.
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.
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.
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