a2 media

1. Theories
By Krishma Shari

2. Jason Mittell (2001)
Jason Mittell states that industries use certain conventions
for the audience to acknowledge what genre the music video
is and to make references to society.
This theory is true as music video have to show the genre in some sort of way for the audience
to know what music video it is. The genre gives the music video an identity for the audience to
acknowledge this and to show conventional uses that the audience are already aware of and
notice this.
In the destiny’s child video ‘Say My Name’, this is clearly shown as the artists are represented in
a way in which the audience can immediately understand this music video is an R&B video. For
example, the artists are very glamorous and there are background dancers to represent the
R&B genre, as everything is in sync to each other as that was a great importance. This looks
very unnatural and that background setting is fake, just to match the outfits and song well, but
it does not look natural.
However, if you look at artist’s in more modern videos, there is no set narrative and artist’s do
not have to always look so glamorous and ‘dolled up’ to show their genre. There is always a
show of expensive materials in an R&B video, however in modern videos they are shown and
represented in a more natural day-to-day basis way. For example in ‘Nicki Minaj – Right By My
Side’, there are scenes which are very natural, in the street, her house, in the garden, and it
looks more realistic to suit today’s society and can relate more to the audience from their own
knowledge.

3. Christian Metz
Christian states genres go through changes throughout time
and as life changes.
This statement is true as throughout lifetime, artist’s perspectives and genres change through
social change and as things adapt in society. There is not one specific way to identify the R&B
genre as over the years is has rapidly and hugely changed. For example, the R&B genre music
videos from roughly 10 years ago consisted of certain elements which were similar to nowadays,
however there is a clear different.
In the music video of ‘Destiny’s Child – Say My Name’ it is very synced together as the
background setting and outfits all match colours and the scene looks very faked out, and looks
very odd to how people would act in today’s society. Whereas, in contrast to that video, the
music video of ‘Rita Ora – How We Do’ is a great representation of how society is today and many
young teenagers and people can relate to this particular video. The dancers and people within
the video are acting more natural what the audience would be able to understand and enjoy
seeing, as they may be able to relate.
You can see a great contrast in both videos, but can see the same genre because the uses of
certain elements in the video. This proves Metz’ statement is correct and does change
throughout the lifetime of the genre itself.

4. Narrative

5. Todorov’s Theory
He suggests that the narrative has a set pattern or storyline to
the video. He believes it begins with normality and then
become disrupted, and when resolved it is then concluded.
His theory summarised:
- Equilibrium and stability within the main focus
- Source of disruption caused by ‘agents of disruption’
- Recognition of disruption
- Attempt to resolve source of disruption
- Back to equilibrium or stability restored
If Todorov’s theory was applied to music video of ‘Rihanna – Take a Bow’ there would be no link in
the narrative pattern whatsoever. There is some sort of storyline, however it does not follow
Todorov’s theory. The video is simply cuts and shots of the main artist but does not show the
video with any set narrative.

6. Levi Straus’ Theory
Straus believed in the binary opposition theory that the
narrative consisted of ‘two sides’ within the story, as there
is always some sort of opposition.
He says, “tension and drama in the narrative comes from
conflict or opposition between two sides.”
If Straus’ theory of binary opposition was applied to the music video of ‘Rihanna – Take a Bow’ it
matches and link with his theory well. Within the video there is a source of opposition where
the girl has been cheated on by her boyfriend, and has not had a good relationship with him.
This causes friction and hatred towards one another which causes the binary of opposition,
as both characters become against each other. Throughout the video, the artist is portrayed
in a way that she is fully against the male character, so this is a clear indication of Straus’
theory.

7. Stereotypes
Stereotypes are caused by labelling within certain situations
and circumstances within media as society has been able to
adapt from many different contexts of media, as therefore
the audience are able to stereotype certain things, simply
by seeing the same representation from different videos.
For example, people are able to stereotype what is ‘good’
and what is ‘evil’ within media videos.
The stereotypes that have been used in the video I am analysing are the stereotypical male and
female roles within an R&B music video. For example, the boyfriend has ‘typically’ cheated
on the female character, and stereotypically shown within R&B music videos, the female
character tends to show attitude and a portrayal of how it does not bother her, is also shown
which is in the music video of ‘Rihanna – Take a Bow’.

8. Gender
Gender is shown in a certain way within R&B music videos. For
example the male character is always conventionally
masculine and a very ‘sexy’ looking character. Whereas the
female is also very good looking and there is a lot of show
of the female body to show off the ‘sexiness’ and represent
the beauty of the artist and to also appeal and interest the
male viewers.
This is represented well in the video, as Rihanna is the sexy female character with a show of her
body and figure to show off her ‘sexiness’ to the viewers and also for the male character, he
is shown to be very masculine and macho, with his ‘built body’ and very ‘sexy’ looking
appearance.

9. By Krishma Shari