G325 Question 1BIlan Rubens

Key Concepts

Genre

Narrative

Representation

Audience

Media Language

GenreDefinition:

A style or category of art, music or literature.

How this applies to A2:

When creating the music video, the genre is key as

it is the starting point of production. From this you

know what the target audience of the music video

would be, what style of music video you would

have, what props and costumes it would involve as

well as what the narrative of the video would be.

NarrativeDefinition:

A spoken or written account of connected events; a

story.

How this applies to A2:

When making the music video you need an idea of

the sort of story that the video tells, which depends

on the genre you are doing. An upbeat happy song

would tell a positive story whereas a slow sad song

presents a more negative narrative.

Representation

The description or portrayal of someone or

something in a particular way.

How this applies to A2:

The singer has to be represented in a certain way,

once again relating to the genre of the song. For

example, rappers like to be presented as rebellious,

“bad boys” whereas young female pop singers are

usually presented as positive happy people. As well

as the genre, the representation also depends on the

target audience of the song.

AudienceDefintion:

The assembled spectators or listeners at a public event such as a play, film, concert, or meeting

The readership of a newspaper, magazine, or book.

The people giving attention to something

How this applies to A2:

The content of the video is important as it has to apply to what the audience would want to see. This differs depending on the genre of music. For example, rap music contains a lot of expletive language and usually focuses on adult topics, therefore the audience of this music is a lot older than the audience of pop music. Because of this the music video would most likely contain provocative women wearing minimal or revealing clothing, whereas pop music would not have such things because of a younger target audience.

Media Language

Defintion:

Media conventions, formats, symbols and narrative

structures which cue the audience to meaning. The

symbolic language of electronic media work much

the same way as grammar works in print media.

How this applies to A2:

Before creating the music video, media language is

frequently used, such as when analysing other

videos, discussing shots and technology that is used.

In addition to this, media language is involved during

the post-production process, when editing the video.