Props

Microphone & Stand

I will be using a microphone and stand to help with the performance element of my music video. These are used in live performances which shows how I am trying to interpret the more indie 'in it for the music' approach.

Black electric guitar

I am using a black electric guitar as I feel the black resembles the genre and the guitar shows the true and real approach. Also, it will add something interesting to the performance as she will be able to use to emphasise the lyrics.

Clock

In one of my shots there is a clock. This represents how she is waiting as she is waiting for a long time therefore the time shows this.

Health and Safety

Doing a risk assessment was important for me as a priority whilst filming was ensuring that my cast and people who helped out were kept safe.

Possible places my video will be featured/advertised

YouTube

YouTube is a website that allows live streaming of all sorts of videos. This would be a good place to feature my video as so many people have access to the web therefore they can view anything online.

































The first thing I did was see what the 'top music videos by genre' are.

This meant that I could see whether any pop punk music videos where in the top charts.

I also typed 'pop punk' in the search bar to see the suggested searches which meant that I could see what is mostly associated with pop punk and what people are mainly searching regarding pop punk.

The final thing I did was search 'pop punk' which then lead me to a '42 song pop punk mash-up' which allowed me to see what the most popular pop punk music videos look like to help influence my own music video and understand whether or not my video would be suitable for YouTube or not.

Instagram

Instagram would be a good place to display my music video as many bands and artists tend to put previews of their music videos onto instagram to tease their followers as there is a time limit on how long your videos are. It is a good place to get noticed as people can search hashtags and come up with the most recent posts that have hashtagged what the instagram user is searching for (e.g. #poppunk)











Here I searched #poppunk which then gave me the most popular hashtags regarding pop-punk.

Here are the results from my search. As you can see there is no videos that have recently been posted where the instagram user has hastagged pop-punk therefore instagram may not be the best thing to use to advertise my product, however more and more people are using Instagram, especially the younger generation therefore if a products target audience was teenagers then this would be a good advertising opportunity.

Audience Theory

Uses and Gratifications theory- Blumler and Katz

Everyone consumes the same product however we adapt to it in different ways e.g. my sisters keeper- some people know someone who has had cancer and would feel sad and can relate to it, some people don't so could feel grateful.

People choose to watch comedies because they're funny and allow people to forget about problems and choose to watch them over dramas because it makes them happy.

This theory says that the audience have a choice and makes them a more active audience as it makes them more gratified/fulfilled. It says we control the media as we choose what we consume. If we don't consume it then the media won't produce it, our choices are what controls the media. How we understand and associate with products is based on our life experiences.

This theory is different to the others as it suggests the audience controls the media as we are the ones actively choosing to watch the products we do and why we choose to.

The theory

• Represents a change in thinking
• Looks at the motives of the people of the people who use the media asking why we watch what we do and why we bother to read what we do
• Argues that the audience has social and psychological needs which generate certain expectations about the mass media and what they're exposed to

The 4 needs

The underlining idea behind the model is that people are motivated by a desire to fulfill or gratify certain needs.

•  Surveillance:

Based around the idea that people feel better having the feeling that they know what is going on around the world. (we watch the know as we feel that it is a reliable source of information). We use the media to be more aware about the world.

• Personal Identity:

Explains how being a subject of the media allows us to conform the identity and positioning of ourselves within society. (Pop stars can often become big role models, inspiring young children).

• Personal Relationships

2 parts- relationships with the media & using media within relationships

Media within relationships- We can form a relationship with the media and also use it to form a relationship with others. Many use the TV as a form of companionship and TV is often seen as quite an intimate experience. We can sometimes use the media as a springboard to form and build upon relationships with real people. Some studies suggest that some families use sitting around watching the TV as a stimulus for conversation

• Diversion

Describes what is commonly known as escapism (Watching TV to escape our own lives and problems. We want to see that people experience the same feelings as we do.)

Reception Theory- Stuart Hall

States that media texts are encoded by the producer meaning that whoever produces the text fills the product with values and messages. The text is then decoded by spectators (different spectators will decode the text in different ways not always the way producers intend)

The 3 readings are:

1. Preferred reading
2. Negotiated reading
3. Oppositional reading

Preferred reading: what the producers want the audience to think about the text.

Negotiated reading: when the audience understands the text as the producers want them to, but they also disagree/decode the product differently.

Oppositional reading: When the audience decodes the text in a total different way how the producers want them to.

Hypodermic Needle Theory

Is the idea that the audience is injected with information from the media and how our ideas are influenced by the media. This us bad because the public can misinterpret the message and suggests that we are a passive audience.

• It was developed in the 1920's
• Suggests that we are all the same and respond to things in the same way
• Implies mass media has a direct, immediate and powerful effect on audiences
• The mass media in the 40's and 50's were perceived as a powerful influence on behaviour change
• Several factors contributed to this 'strong effects' theory of communication, including:

-the fast rise and popularization of radio and TV

-Suggests that the mass media could influence a very large group of people directly bu 'injecting' them with appropriate messages designed to trigger a desired response

-suggests a powerful and direct flow of information from sender to receiver

Cons of this theory:

*Out of date

*Not all people consume media in the same way

*Not everyone watches the news

*Audiences are not simply passive

Locations used to shoot music video

Field
I want my video to feature a field as I think it will portray the loneliness that the song represents as she will look isolated against the rest of the world and show how she is 'waiting for nothing'. I also think that it will look good as the field has a tree that I would like to include in my shot. I also think that having a different variety of shots will look good as the scenery in the background will look good.

Dark room
I think that the dark room will also promote the loneliness that the song is trying to get across. The effect I want is for her to look like there is literally nothing for her to wait for and that she is the victim in the situation. I also think it allows her to get emotions across as it makes us focus completely on her as she will be the only one in the shot.

Alley way
I think the alley way will make it look like everyday life has been interpreted into the video as the song is about actual emotions that the artist who the song is actually by felt and it creates the normality of things people actually feel.

Representation Theories

Laura Mulvey- Male Gaze theory

• States how the audience views women who are presented in the media.
• States that the women are there to be seen and that the use of camera portrays them as sexual objects.

Focus:

• How men look at those images
• How women look at themselves from those images
• How women look at other women (do they see them as unrealistic ideologies and are they supposed to conform?)
• Emphasising curves of the female body
• Referring to women as objects rather than people
• The display of women is how men think they should be perceived
• Female viewers view the content through the eyes of a man

This theory describes how the audience or viewer is put into the perspective of a heterosexual male and how the camera uses particular movements to present women in an idealistic way. The man emerges as the dominant power within the created film fantasy and it states that the film gaze with women and men is the same because women look at themselves through the eyes of a man.

Summary:

1. Music videos emphasise curves of the female body
2. Music videos show women as objects rather than people
3. Music videos display women in a way to please men
4. Females view them in the same way as men

Music videos that support this theory

Richard Dyer- Star theory

'To be a star you have to have certain qualities'

'Stars are commodities that are produced by institutions'

'A star is a constructed image, represented across a range of media and mediums'

'Stars represent and embody certain ideologies'

• It is the idea that icons and celebrities are constructed by institutions for financial reasons and are built to target a specific audience or group of people

-Audience and institutions

-Constructions

-Hegemony (cultural beliefs)

This theory says that stars are fake and their job is to be looked at and to make money from.

• Audiences and Institutions

-stars are made to make money and for that purpose alone.

-audiences want to consume what they think/are made to think is ideal.

-institution modifies the stars image around the target audience.

-a star is made based on what the audience want.

• Constructions

-a star is built for an audience and is not an actual person.

-a persona is created to identify with so stars can differentiate between different stars.

-they are built with someones signature to them

• Hegemony

-we relate to a star because they have a feature we admire or share with them.

-some people may attempt to replicate them which could be negative.

'A star is an image, not a real person, that is constructed (as any other aspect of fiction is) out of a range of materials (e.g. advertising) magazines etc as well as films and music' 1979

Stars that support this theory:

Katy Perry                   Beyonce
 

Tessa Perkins- Stereotypes

What is a stereotype?

Someone who is prejudged on their looks or by what they do and then put into a group because they have similarities, based on characteristics, expect them to have certain ideologies and beliefs.

Why do we stereotype others?
-to identify what someone is like (prejudge)
-because the media puts ideologies in our minds
-to understand people we might not come in contact with

Stereotypes are assumptions we make on groups of people.
Stereotyping is not a simple process and contains a number of assumptions that can be challenged:
Perkins identified 5 assumptions

• Stereotypes are not always negative
• They are not always about minority groups
• They can be held at ones own group
• They are not rigid or unchanging
• They are not always false

Stereotypes are not always negative:

People always assume they're negative

e.g. troublesome youths 'hoodie culture' however youth can also be seen as postive (good in exams)

Not always about minority groups:

we can make assumptions about the upper class

e.g. prime minister

Held about ones own group:
People judge people within their own groups

e.g. we all want to be at wyke to get good grades, however within our own group of people there will still be stereotypes (emos, goths etc.)

Rigid or unchanging:

Once it has been created it is hard to change as changing a mass audiences point of view is difficult to change, however they develop through time
e.g. homosexuality used to be seen as 'weird' and 'abnormal' but now it is legal and people are less judgmental

Not always false:
We witness and read stories in the media to shape our minds and understandings. We may witness it first or second hand however there must be some truth in a stereotype otherwise the ideology behind them would not have existed in the first place
e.g. emo's are thought to listen to heavy metal and smoke etc and many 'emo's' do

Implications of stereotypes:

• Stereotypes are not always erroneous in context (usually wrong)
• They are negative concepts
• They are about groups with whom we have little or no social contact; by implication therefore they are not held about ones own group
• People either hold stereotypes of a group or don't. This can lead to negative behaviour towards a member of that group can be predicted
• Because someone holds a stereotype of a group, his or her behaviour towards a member of that group can be predicted
• Stereotypes are an invaluable aid to understanding the world and all stereotypes must have a bit of truth

Target Audience Profile

Doing this shows who my expected target audience will be and how I will try to incorporate the interests of this girl into my own products. This means that I can concentrate on appealing to people who are more likely to buy the products from my artist, rather than a wide audience who it may not necessarily be interested in the product enough in order to buy it, and the music industry nowadays is mainly about money.