YEar 12 revision

2. OBJECTIVES FOR
RIPTIDE
• To understand the processes through which meanings are
established through intertextuality
• To analyse how audiences respond to this aspect of media language
• To analyse the way meaning is created through micro elements
• To know the codes and conventions of music video and how genre develops over
time
• To explore the significance of challenging or subverting genre conventions
MEDIA LANGUAGE:
REPRESENTATION:
■ To analyse the way media constructs versions of reality
■ To explore how and why stereotypes can be used positively and
negatively
■ To analyse how media representations convey values, attitudes, and
beliefs about the world
■ How the audience are positioned by the music video
Van Zoonen: Feminist theory
Roland Barthes: Semiotics
David Gauntlett: Identity theory
Claude Levi-Strauss:
Structuralism
Tzvetan Todorov: Narratology
Andrew Goodwin: Genre theory
Steve Neal: Genre theory

3. ANDREW GOODWIN
• A relationship between the lyrics and visuals (illustrating, amplifying or contradicting
the lyrics)
• A relationship between music and visuals
•Particular genres may have their own
video style and iconography
• A demand from the record company for lots of close-ups of the main artist
• Artist develops their own star iconography in and out of their videos
• Intertextual references
• Reference to voyeurism (screen within screen, binoculars, cameras…)

4. UK GRIME/RAP

5. INDIE-POP

6. DANCE/ELECTRONIC

7. GENRE CONVENTIONS
• Why do we like genre?
• Why do film creators like genre?
• Why do distributors like genre?
• What might conventions be problematic?

8. STEVE NEALE
• all genres contain instances of repetition and difference
• difference is essential to the economy of the genre
• e.g. a film must match the genre conventions to be identified as part of
that genre
• Neale states that Hollywood’s generic regime performs two functions:
• to guarantee pleasure and meaning for the audience
• to offset financial risks

10. MAINSTREAM MUSIC VIDEOS
• What is meant by the term ‘mainstream’?
• What defines an artist as mainstream?
• Do mainstream videos share certain characteristics?

11. APPEALING TO A WIDE AUDIENCE

12. APPEALING TO A NICHE AUDIENCE

13. HOW HAVE MUSIC VIDEOS DEVELOPED
OVER TIME?