Introduction to Music Video: Blog Tasks

1) Some of the key conventions of music video includes movement, which can be fast or slow paced in terms of actors, camerawork or editing. Many of them contain a performance element, narrative, or general storyline. They can also consist of many visual effects, mise-en-scene (CLAMPS), imagery and intertextuality.

2) Intertextuality is when one media text references another media text; this can be through genre, conventions, mise-en-scene or specific cultural references. Music videos commonly use intertextuality which can be by referencing other music videos, classic films, television, pop culture, news or videogames.

3) Music videos began to become a major part of the music industry in the 1980s, they slowly started becoming more popular as more broadcasting services were created.

4) In 1981, MTV was launched as a platform for music videos and was the first music channel on television. Programmes such as the BBC show 'Top of The Pops' also showcased music videos from the charts, along with 'live' music performances. In the 1980s and 1990s, big budgets were spent on producing innovative and creative music videos - for example Michael Jackson’s Thriller that had a film narrative, a well known director and featured intertextuality (horror films). Beforehand, music videos were made like mini ‘films’ of the bands performing (e.g. The Beatles, Elvis).

5) Nowadays, in the digital age, music videos are watched and distributed using a number of streaming devices - a main one being YouTube. When YouTube launched in 2005, the way that consumers access and enjoy music videos changed significantly and self-promotion became more common. Some of the most famous artists today were able to make it big due to YouTube, word of mouth of the fans and digital media. Other services such as Twitter, TikTok, Instagram and Spotify are also ways in which music and music videos are shared and distributed throughout the media.

Extension:

1) In my opinion, YouTube is amazingly beneficial and helpful for the music industry as it is a way to stream, share and watch music videos on a much grander scale. Also, it helps promote different artists and their music, which wouldn't have been possible without it, along with the use of word of mouth which helps to boost music videos and encourage others to watch and listen to them. Additionally, YouTube is a huge reason as to why many previously rising stars made it big within the music industry today.

2) I don't believe that videogames are more influential than music videos as not only do music videos stream the specific song, they also consist of a narrative and depth in which videogames do not use with their music. Music videos help to support breaking new artists more than videogames do, as they mainly have a clear focus on the artist whereas videogames do not.

Magazines: Final Index

My Magazines Final Index:

1) Magazines: Tatler magazine CSP

2) Magazines: Heat magazine CSP

3) Advertising assessment learner response

Advertising assessment learner response

1) Feedback:

Score: 24/32

Grade: 7

WWW: Wajiha, another solid performance here! Lots to credit and comment on - focus on Q4 (Galaxy) is developed!

EBI: For NHS (Q3) identify key figures from the advert who represent ethnicity/race and subvert/reinforce.

2) Marks:

Q1: 2/2

Q2: 8/12

Q3: 4/6

Q4: 10/12

3) Some points that I didn't include in my answer to Q2 (the OMO 12 mark question) were: adverts would be taken at a face value in the 1950s and believed to be true; encouraging women to have a competitive 'winning' approach to washing with the use of the phrase 'whiteness alone won't do', a mundane task is made to seem exciting and rewarding - ie the image and the way it is anchored with 'This'll shake you, Mother!'.

4) One way in which the NHS Represent advert subverts stereotypes of race and ethnicity is by the use of Kanya King, CEO of MOBO, who is presented as a powerful black woman in an open-plan office behind a MacBook with mise-en-scene emphasising her power and authority (e.g. costume, pose, expression, setting). A way in which they reinforce stereotypes of race and ethnicity is by the producers using an urban music video shot on the roof of a car park starring rapper and MC Lady Leshurr to target a black and minority ethnic audience. This reinforces stereotypes of race and social class with regards to the black community and other minority groups.

5) The reference to classic Hollywood films is reinforced by the logo, slogan and pack shots: the Galaxy packaging uses light brown and gold to create connotations of luxury. The smooth, handwritten-style typography also offers connotations of class and luxurious quality. ‘Why choose cotton when you can have silk’ encourages the audience to reward themselves with a treat and capture their own brief moment of Hollywood style. Intertextual references to Roman Holiday and Breakfast at Tiffany’s help to create the Hollywood glamour that Galaxy are trying to communicate through the CGI Audrey Hepburn whilst the ‘chauffeur’ looking similar to Gregory Peck also reinforces this. The use of ‘Moon River’ is another intertextual reference to Audrey Hepburn’s films, and the style of music also helps Galaxy establish their key message of ‘silk over cotton’.

Heat CSP case study

Introduction - Heat media pack

1) Heat offers its readers exclusive celebrity news, an all-inclusive fashion and beauty section and "Life Hacks" which includes travel, food, fitness, well-being and homes.

2) Heat keeps their readers up to date with everything going on in the showbiz world, including the lives of famous celebrities such as Hollywood A-list actors/actresses or well-known artists. It fills their readers in on what's the latest to ensure that they are aware of the things that are happening to certain people in those type of industries.

3) Aside from celebrity news and gossip, Heat provides its readers with affordable and trending clothing items and things that are a "must-buy" in the fashion industry. It offers them fashion advice, whether it is inspired from celebrities or street-style; it is also all-inclusive meaning that people of all ethnic backgrounds, body types and sizes can benefit from this. As well as this, Heat supplies their readers with life hacks which covers food, fitness, well-being, travel and homes - all along with their own "unique heat twist".

4) Heat magazine's audience profile is as follows:

• Female: 90%
• Male: 10%
• Average age: 37
• Age profile: 52% are aged between 15-34
• Segment: 50% ABC1
• Marital status: 57% married

Media Language

1) The cover lines are mostly written in a bold sans serif font, which immediately stands out to the readers. They also include rhetorical questions - for example "Is this Harry & Meghan's biggest mistake yet?" in order to fully attract a wider audience and make them want to read it to find out more. It also includes a large exclamation which reads "CAUGHT OUT!", to perhaps make it the first thing that catches the reader's eye and intrigue them, encouraging them to purchase the magazine.

2) The colour scheme on the Heat magazine cover consists of a huge variety of different bright and bold shades of pink, yellow, white and red. The use of these vibrant colours was maybe done to attract attention from audiences. There are many different images which supports the idea that gossip magazines tend to be more busy and packed with an abundance of things to make it seem as though they are bursting with a large range of stories.

 

3) The use of paparazzi photos create a sense of realism whilst also again reinforcing the gossip aspect of the magazine. Most of the facial expressions of the celebrities look neutral or straight-faced, which heavily implies that Hollywood is not all the blitz and glamour that it may seem. This is again shown through the way that most of them are not dressed in the classy or dazzling clothes that they are normally seen to be wearing, again sparking interest as it may show a side to celebrities' lives which are not usually shown through social media.

4) On the Tatler magazine, there is only one main central image as opposed to the Heat magazine which consists of many different pictures of multiple celebrities spread out across the cover. Also, Tatler is made up of a relatively pale assortment of colours, which are mostly pastel, e.g. light pink, white, light blue. However, Heat has a range of shades throughout, with many being bright and vivid colours. Tatler magazine has a central image of their model, in this case Emma Weymouth, who connotes to elegance and dignity especially seeing as her photo was taken by a professional team of photographers. On the other hand, the images on Heat magazines are of celebrities which are taken out of turn or unplanned, therefore it doesn't seem as sophisticated or refined like Tatler is, which shows the audience the clear distinction between the two and which may seem more suited to their liking as both have entirely different design choices.

Representations

1) Heat includes a wide range of celebrities, for example: Prince Harry, Meghan Markle, Victoria Beckham, Liam Payne, Cheryl Cole, Dani Dyre and Giovanna Fletcher.

2) Celebrities are mostly represented in a negative light on Heat magazine, as most of the photos are paparazzi pictures which were taken without consent. Also, the cover lines again support this as they include personal parts of their lives, which are then published for all to see. This subverts the thought stereotype that all celebrities lead perfect lifestyles filled with wealth and luxury - as there is also the side to them filled with countless out-of-pocket scandals and drama which is shared with the whole world, stripping them of their privacy.

3) On the cover of Heat, women are not presented as they would usually be expected to - what with wearing a full face of make-up along with a stylish and neat choice of clothes. Instead, they are shown without an excessive amount of make-up on their faces, messy hair and wearing somewhat normal clothes, such as Victoria Beckham. However, they are shown to be bad or problematic people through the cover lines - which reveal very disreputable parts about them - from being painted as a secretive liar to being involved within an affair.

4) Tatler represents the upper class through the use of their regal and expensive design, along with their choice of model, who is a marchioness. They are presented in a graceful and poised way in comparison to Heat magazine. Although the celebrities on the cover of Heat are all wealthy and upper-class, rather than being portrayed as distinguished, they are instead shown to be improper and discreditable.

Tatler CSP case study

Introduction - Tatler Media pack

1) The editor first introduces Tatler with her own personal positive view on the magazine, describing it as "a fabulously targeted, sensationally accurate rifle shot to the very richest readers in the country". This suggests that it is an extremely luxury, regal, expensive magazine which is targeted towards the most wealthiest citizens. From this, it immediately draws the attention from the audience and interests them to perhaps purchase it in order to see for themselves whether or not it lives up to these high expectations.

2) The key demographic details of the average Tatler reader are as follows:

• Age: 41-years-old
• Gender: 73% female, 27% male
• ABC1: 83%
• Average HHI (household income): £261,572
• London/South East: 70%

These demographic details indicate that Tatler is targeted mostly towards a wealthier audience that are within the middle-aged range. It also implies that it consists of a predominantly female audience, who are interested in fashion and glamour. The audience are also primarily a part of the middle or upper-middle classes, showing that for the most part, Tatler magazine revolves around socialites who do not have to work on a daily; who instead attend social events such as parties.

3) Tatler readers on average spend around £843 million on fashion a year. These statistics convey the fact that they enjoy shopping for clothing items and accessories, and that they do not hesitate to make large purchases. 96% of Tatler readers own designer fashion, 62% of them agree that seeing designer items advertised in magazines influences them into buying it themselves, showing that they are avid readers of Tatler due to its fashion element, one of the reasons as to why Tatler is so popular among the middle and upper-middle classes.

4) The annual special Tatler editions are:

• January: Travel Guide
• March: Weddings Guide
• April: Beauty & Cosmetic Surgery Guide
• June: Spa Guide
• July: Watches & Jewellery Guide
• October: Schools Guide

This suggests that the Tatler audience are all interested within advice regarding their appearance, fashion, travel and events - perhaps implying that they are wealthy as so to have such a dignified and social life. This is shown through all the different types of guides, from spa to watches and jewellery. I think that they best fit into "the aspirer" and "the succeeder" psychographic audience, as they greatly care about how they look to others and what they wear, implied by the type of guides Tatler release to their audiences. Also, they seek the best and prestigious brands, given that they most likely have the power and social status to do so.

Media Language

1) On the Tatler cover, there are two types of fonts displayed within it including serif and sans serif. The serif font perhaps suggest that the magazine is refined and expensive, targeted towards those of the upper class. It connotes to classiness, elegance and lavishness given by the way it stands out so clearly on the cover. The sans serif font shows that it is more modern and less old-fashioned, indicating that the publishers chose to do this in order to keep up with modern-day and to keep up to date with today's trends.

2) The cover lines appeal to the audience by using star power, for example the phrase "Meet Boris's Brother Max". This interests the audience as it includes the use of a famous person's name, in this case the former Prime Minister of the United Kingdom. Another way is also through the phrase "lockdown fashion fit for a queen", perhaps drawing attention from audiences to purchase the magazine as it makes it seem that the fashion published in Tatler is luxurious and enough to make the buyer feel almost like royalty. The play-on-words phrase shown on another cover line "SEE EU LATER!" would perhaps attract upper-class subscribers to Tatler due to the fact that most of the people who chose to leave the European Union were a part of that specific demographic of people, therefore sparking an interest for them.

3) The colour scheme varies from a range of different colours, including: dark green, white, baby blue and light pink. The dark green background connotes to richness and grandeur, as it may be made to look like topiary which is something that is often linked to royalty, considering that that is what usually surrounds a castle. This contrasts with the significantly lighter shades which make up the model (Emma Weymouth)'s dress, consisting of white, blue and pink. The colour pink is a dominant shade within the whole outfit which may connote to femininity or may be thought of as ladylike.

4) The central image stands out immensely on the middle of the page, which immediately captures the reader's eye. Emma Weymouth is a famous woman, who is known for being the Marchioness of Bath, which again uses star power in order to attract the target audience. She is wearing a lot of make-up which defines her facial features even more to perhaps seem more "elegant", as that is how women are expected to be presented as throughout the media. The dress she wears seems princess-like, again linking back to the sense of luxury which is what Tatler is renowned by. She wears a diamond ring on her left ring finger, indicating that she is extremely wealthy and this may also link to marriage, which implies that may have been the publishers' intentions.

Representations

1) Some examples of famous people mentioned on the cover include Emma Weymouth herself, who is the Marchioness of Bath and Boris Johnson, ex-Prime Minister of the United Kingdom and former leader of the Conservative Party. They refer to Boris Johnson through his brother Max and they are both mentioned by first names only which may come across as informal. They perhaps decided to include them on the cover in order to show just what type of target audience the magazine is aimed at, as these are people who are a part of the same social class that most of Tatler's readers are made up of. Also, many people are aware of these people and know of them which again is another way to interest an even wider audience.

2) The cover lines suggest that the average Tatler reader is interested in politics, fashion, romance and worldly events. This is shown by the mentions of the UK leaving the EU and the name of the former Prime Minister, the focus on "lockdown fashion fit for a queen" and the advice on how to find a significant other at a time of crisis, in this case the COVID-19 pandemic.

3) The model on the cover is a mixed-race woman, who became Britain's first black marchioness, and by using her as the cover model it creates a sense of diversity on what was previously thought to be a magazine for white people. She is also a clear representation of the rich upper-class in Britain, as shown by her dignified appearance and important title which signifies that she has a high social status in society.

4) A certain stereotype that is reinforced on the Tatler cover is the sexualisation of woman in the media. This is portrayed through the way that the model is wearing quite a revealing off-the-shoulder dress and also has an excessive amount of make-up on her face, supporting the idea that that is how woman should be represented in the media. A stereotype that is subverted is the fact that Tatler are known for predominantly using white people to model on their front covers, though in this case not - which subverts the typical racial and ethnical representations of people on Tatler.

Social and cultural contexts

1) Types of people who are not featured in Tatler include the average citizen, including the middle and working class. This typically means people who don't have an extreme amount of wealth and don't lead a social and posh lifestyle like the people on Tatler do.

2) It makes life in Britain seem as though that it is all luxurious, opulent and extravagant, despite the fact that it isn't the lifestyle that most people lead in Britain. They choose to show the dominantly wealthier side and ignore the penurious side that is overrun by poverty and homelessness, both of which are unfortunately the harsh reality for many in the UK.

3) People from the lower classes may take offence or feel insulted by the Tatler cover as it is implicit of the clear distinction between the upper and working classes.

4) 

These different issues of Tatler explicitly shows that most people who are featured on the cover are famous celebrities for example actors/actresses, or a part of royalty. It all follows the same common theme that everyone who is featured on Tatler are all prosperous and have a high status within society. Some common subjects that are featured regularly include fashion, gossip, beauty, politics, weddings, events, holidays and the royal family.

Typography

 Task 1: