Media A2

Music Video
- Technical codes and conventions of the music video.
- Cinema created to bring songs/music to life.
- 1920's music video - Bessie Smith. There are limited cuts.
- 1965 - Bob Dylan
- 1970's - TV shows promote videos.
- 1975 - Bohemian Rhapsody - There are advanced visual effects for the time it was made.
- Dido - editing.
- One take, no cuts - Wiley ft. Daniel Merriwether - Cash in my pocket.

http://www.youtube.com/watch?v=s6bNKS8QAjM&ob=av2e

Technical Codes
- Camerawork
- Camera movement
- Close-ups tend to predominte, as in most TV due to the size of the screen.

Andrew Goodwin writing in 'Dancing in the Distraction Factory' (Routledge 1992) 
Music Video Analysis
1- Music videos demonstrate genre characteristics.
2- There is a relationship between lyrics and visuals.
3- There is a relationship between music and visuals.
Amplifies, illustrates, contradicts.
4- Demands of record label will include need for lots of close-ups. Artist may develop a motif that may recur through their other videos.
5- Frequent reference to the notion of looking. (screens within screens, telescopes)
Voyeuristic treatment of the female body.
6- There is often intertextual reference (to films, tv programmes, other music videos) intertextuality.
For example - Orange adverts (Snoop Dogg)
The Simpsons/Family Guy - political references.
Newspapers and soap stories. Eastenders' 'Who shot Phil' and 'Romeo and Juliet' storyline.

Follow the style - stylistically - imitating the style of a film, T.V genre, video game, cartoon etc.
For example, Michael Jackson 'Thriller' - horror film.

http://www.youtube.com/watch?v=sOnqjkJTMaA&ob=av2n

Madonna 'Die Another Day' - James Bond film.

Intertextual references can add another dimension of meaning to a text, as well as fulfilling an important role for audiences. They can work on different levels so that they will be understood by some, but not necessarily all, of the audience. Thos who do 'get' the reference feel privileged and in on a secret.

Lady Gaga ft Beyonce - Telephone
- Media tabloids said Lady Gaga was rumoured to be a 'man'.
- Advertising virgin phones, diet coke, dating site 'plenty of fish'
- The video is presented like a film.
- Lyrics and visuals contradict each other.
- Violence/danger - yellow tape.
- Tarantino style, Pulp Fiction.
- Song 'vibrates', visual 'vibrates'.

http://www.youtube.com/watch?v=EVBsypHzF3U&ob=av2e