In this essay I am going to examine my A2 Advanced Portfolio Pop Music Video, which I made to the song 'Nasty' by Pixie Lott. I will apply a number of theories in order to deepen my analysis of the Media Language used within my coursework.
In terms of music videos, media language is the way in which key messages are conveyed to the audience to sell the artist, entertain the audience and provide escapism from the real world (as mentioned in Blumler and Katz's Uses and Gratifications theory). Furthermore, Andrew Goodwin, in his 1992 book 'Dancing in the Distraction Factory' explains how 'music videos rarely point to the lyrics; typically they serve to set a mood'. Rather than just pointing to the lyrics in my music video, I amplified them through the use of techniques such as iconography whereby I was able to provide the audience with a more fulfilling experience than just simply listening to the music.
Andrew Goodwin's book also states that a relationship is built between the artist and audience . This is relevant in my Advanced Portfolio as I used a technique called Breaking The Fourth Wall, whereby the performer is constantly looking into the camera and therefore at the audience, enticing them into the world of stardom which the performer is a part of. In terms of lyrics, my music video applies to Goodwin's theory that 'there is a link between the lyrics and visuals' as when the performer sings the word 'nasty' in the chorus, the letters of the word appear on screen, thus making it clearer for the audience as they can read the lyrics as well as hear them. This is also exemplified in the rap section at the very beginning of the video as the written lyrics are the only thing that appear on screen alongside the soundtrack. Goodwin also explains in his book that 'there are often inter-textual references'. In my Advanced Portfolio, the graffiti wall mise-en-scene is a reference to youth culture today, and how teenagers are rebellious yet fun as words like 'lol' and 'sweet' are shown on the wall. The clothes that my performer wears are brightly coloured at this location, exemplifying her bright personality
As I have already mentioned, Blumler and Katz’s ‘Uses and Gratifications Theory’ is also significant to my advanced portfolio music video. Personal relationships were established through my performer constantly looking into the camera as she sings, in order to seem as if the is talking to her ‘friends’ (the audience). The audience are able to see my performer as a role model, and identify with her, as she is of a similar age to them and therefore they are able to feel closer to her. Obviously, my music video is designed to entertain my audience as it provides enjoyment and escapism from the real world, into an idealistic teenage lifestyle, which the young audience can aspire to.
Throughout my music video I have used a monochrome theme, this could be related to Levi-Strauss’ ‘Binary Oppositions’ as there is a contrast between the black, which is considered as bad and rebellious and the white, which is pure. Barthes ‘Theory of semiotics’ applies here, as the use of the white also represents the innocence of my artist, which then I contrasted with the black to show how her innocence is slipping away, to become more rebellious and independent. This theory applies when l used slow motion shots of the performer flicking her hair and looking towards the camera, this could be considered as rebellious and challenges authority. Furthermore, one of my filming locations is in front of a graffiti wall, this also relates to the theory of semiotics as the artwork, colours and phone in the corner, symbolise the rebellion of young people (like the performer), there is also a fallen over traffic cone in a couple of shots, which also symbolises rebellion of young people. In addition, Barthes Theory of Semiotics can be applied to the opening scene of my music video. There is a rap to begin with, which I have the words flashing up on the screen in a pink font. The writing I use for this is very girly, so that and the colour symbolise femininity. Also at this point in the video, Andrew Goodwin’s theory can be applied as the video reflects the lyrics.
In conclusion, my A2 Advanced Portfolio Pop Music Video, presents many examples of media language, as I have used it in a way that makes it easy to build up a relationship with the audience, and present key points and ideas such as the rebelliousness of the youths today. I believe that the effective use of media language is a key part of any music video as it helps all the other aspects to be successful.
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