SPECIFIED READINGS IN VIDEO ANALYSIS

The video begins with low key lighting which immediately suggests the past as a caption appears with the date '1994' which makes the viewers interested. Fergie is the forefront of her video glamorous and this is done through various close ups and mid shots. Fergies- Glamorous video conforms to the conventions of illustration as her video is speaking about her past and how her father influenced her as a person which resulted in her being successful and living a glamorous life style, this is the explicit meaning as there are cross cuts to a black and white effect which represents a different period of time then to a glossy effect where Fergie is seen on her private jet drinking champagne looking sophisticated as her clothing is designer and her is groomed.
There is a transition to a 1950's film where Ludacris and Fergie are represented as 'Bonnie and Clyde' which is intertexuality as there costumes are derived from these two famous people. It is the revealed in the video that Fergie was doing a shoot for a film which moreover reinforces her glamorous lifestyle which is a dominant reading.
There is match on action at the end of the video which shows Fergies reflection on the past
which can been seen as a dominant reading as it is obvious to all viewers as she is shown as a young girl and average teenager.

The reading of the video Chris Brown- Beautiful people can be seen as negotiated reading as viewers are faced with guys on scooters going through their neighbourhood which can be quiet confusing as it doesn’t visually match with the auditory music within the video. Soon after there is a cross cut to Chris Brown in a studio with various close ups to well known artists he has collaborated with this is reinforces there importance and connection to Chris Brown career. The video is derived from the lyrics as there is a range of artists and people within the video it related it illustrates the name of the video ‘Beautiful People’. This video subverts from the typical music video as it is like a mini film with combined performances which makes it have disjuncture as Goodwin’s Theory states.

How does Lady Gaga's- Bad Romance conform and subvert to the codes and conventions of a typical pop video?

From Goodwin's Theory of music videos it can be argued that Lady Gaga's Bad Romance Is an example of amplification as the entire video is has a wide variety of differences. The video begins with high key lighting to makes viewers engage immediately with the visuals swiftly the lighting changes to low key lighting which creates suspense and reinforces the dark side of Lady Gaga this subverts to the typical codes of a music video as usually there is low key lighting then high key lighting when the artist is introduced. There is choreography with lady gaga being the fore front of the video with lots of close ups of her actions she is wearing provocative clothing which is a part of her image as she appears to be psychotic and unordinary in the music industry this is identified through her red clothing and white pvc costume. There are many aspects that symbolize the lyrics such as the fire which shows burning desire. Lady Gaga’s Bad Romance also subverts to the typical music video as her representation as a female is unbalanced through her clothing and actions moreover it could be said that there is intertextuality within this video as elements in Bad Romance are derived from Madonna- like a prayer and also Gaga’s look has been influenced by Marilyn Monroe as she has imitated her blonde 1950’s hair style and image.

VIDEO ANALYSIS

I have decided to analyse professional music videos using Goodwin's theory of music video to help come up with ideas for my own video. There are 5 parts to Goodwin's theory. Genre Characteristics deal with what would be expected to be present in a music video based on the genre the track belongs to. Relationship between Lyrics and Visuals is when the video shows what is being said in the lyrics. Relationship between Music and Visuals is when the video matches the music being played, for example the pace of editing matching the tempo. The Demands of the Record Label are present when close ups of the artist are used to advertise the artist. Intertextuality is used to reference other media in the video.
I then applied Goodwin's theory to three music videos below.




Adele- Chasing Pavements
Is an example of Dysjucture as the video has elements of a mini film
The main element of 'Chasing pavements' from Goodwin's theory of music video is intertextuality. It is clearly based on a relationships and the downfalls that can lead to decisions of a break or resolution as there are constant references to people being torn apart through the use of editing which entertains the audience and ensures that the video is memorable. Lots of fast cuts are used in keeping with the tempo of the music and the cuts . The demands of the record label are met as lots of close up shots of the artists are used which would help to familiarise the audience with the artists although they are not in costume nor are they performing.

VIDEO RESEARCH TASK

I have chosen the music video 'Do For Love'- Tupac.  This video is
unlike any other video as it is animated with cartoons insted of real life
moving images of people or the artist himself. I particularly like the artistic
themes throught the video which tells a story and is a further illustration of
the lyrics which creates meaning.

GOODWIN'S THEORY

Andrew Goodwin has identified a number of key features in music videos they are:
- A relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics.
- A relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music.
- Genre-related style and iconography present.
- Multiple close-ups of the main artist or vocalist.
- Voyeurism often plays a major part, especially in relation to females.
- Intertextual references to other media texts may be present.

He says that music videos are often constructed by the link between the visuals and the song plus the artist. Relationships are built between these in the video, and the close-ups of the artists gives them the representation and publicity they require. Voyeurism is used to increase the video’s attractiveness, particularly to males, whilst intertextuality is often employed in humorous videos.

Many of these features are present in all music videos, depending on the genre of the song and the aim of the record company/artist