Research: Break the Silence Textual Analysis

research: star theory

Richard Dyer star theory

Stars as constructions

Dyer proposes that: 

“A star is an image not a real person that is constructed (as any other aspect of fiction is) out of a range of materials (eg advertising, magazines etc as well as films [music]).”

This means that a star is an artificial image representing a ‘real person’ and ‘real emotions’. They are constructed and manufactured by institutions by using a range of different materials, such as advertising, magazines etc. it helps if the star has a usp or recognisable image that can be copied or parodied such as Bowies lightning strike make up or Elvis’s hair.

Paradoxes

There are two paradoxes in dyers theory:

1)“ a star is both ordinary and extraordinary.”

Dyer says that a star must be represented as normal just like us (ordinary). However, at the same time they need to have something that we don’t have, something that makes them talented and special (extraordinary) which separates them from us.

2)“a star is both present and absent.”

Dyer also suggested that the star is always present in our lives in conversations, styles or even habits. Nonetheless, they are also absent as they are something we think to be too good and out of reach. 

How the theory will inform my practice 
I will present my star as both ordinary and extraordinary. Ordinary in the sense that they are in casual clothing and they are just a couple of friends that have made it big due to their talent. Extraordinary in the sense that they are very talented and they have mastered their instruments and this separates us from them. 

Research: Chained music video textual analysis

Chained by The XX textual analysis

link to video here 

Institution

The XX are an English indie pop band with four members: Romy Medley Croft who plays guitar and vocals, Oliver Sim does bass and vocals, Jamie Smith does the production, beats and mixing

The song chained is featured on the album Coexist and is about a relationship coming to peaceful yet but still sad end. The song has a slow tempo and is part of a very relaxing album, which deals with themes such as heartbreak, intimacy and loneliness. The album was released in 2012 and it was the band second release. It went to number one in the album charts in its first week in the uk.

The XX are signed too 2 record labels: Young Turks and XL Records. Young Turks is Independent, and is owned by Beggars Group. XL Recordings is an English independent record label owned by Richard Russell. It originated as a 1989 offshoot of Beggars Banquet Records and is part of the Beggars Group of labels.

Audience

The primary target audience of this video would be both men and women aged 15-30 that are interested in indie music and pop music and maybe some forms of electronica. 

Narrative

The narrative of the video is fairly loose but there is a basic structure. The video focuses on the three members of the band diving and sinking in the water. The video is less of an advertisement for the band that focuses on the star image of the band and more of a set of aesthetically pleasing visuals that amplify the lyrics. The lack of narrative in this video links to Carol Vernallis’ theory that music videos should not have a complete and structured narrative like a film would have. They should have a looser narrative with room for the interpretation of the audience so that the video is able to enhance the music and not distract the audience from it.

The narrative of the video is not geared towards the male gaze and the band is not represented in a voyeuristic way this challenges Goodwin's theory concerning voyeurism . This is typical of the indie genre, which tends to focus more on the music and maybe a more aesthetically pleasing video rather than the objectification of both women, and in some cases, men. However there are exceptions to this.

Editing 

The video is edited to be in time with some of the beats of the song and the pace of editing somewhat speeds up when the tempo of the song starts to speed up slightly or when there is a build up in the song. These things link to Andrew Goodwin’s theory that there is a connection between the visuals and the beats of the song and the idea of ‘thought beats’ and seeing the sound. The editing does not completely fit with all the beats to the song however. As a whole the pace of editing throughout the video is fairly slow and slow motion is used a lot. This creates a dramatic looking video and fits with the artistic and moody tones that are often present in the indie genre.

What I have taken away from this video
In my own video I intend to use some elements that are featured in this video such as the super slow motion under water shots, varied shot types and composition and the grey blue colour pallet. As well as this I intend to use a simple narrative structure as this video does. However I would like to include more shots of the band lip syncing and playing their instruments which would adhere to Andrew Goodwin's star theory and demands of the record label more closely. 

Planning: lyrics analysis

this is an analysis of the lyrics to the song head above the water. I have started to think about what visuals I would like to run along the music and what sort of narrative that this would create.

Research: Focus Group

Below i have constructed my own focus group in order to ask them for feedback through out the production process. My focus group is made up of people that i believe would be withing my primary and secondary target audience.
Primary target audience: men and women aged 15-25 in the B, C,D and E demographics and the explorer physcographic with an interest in art, film and primarily muisc.
Secondary Target audience: men and women aged 40-50  in the B, C,D and E demographics and the explorer physcographic with an interest in art, film and primarily muisc.

The focus group will: 

• Understand how consumers view your brand
• Understand how consumers in a particular category think
• Explore the purchasing habits of customers
• Generate ideas on how to solve a problem or fill a need in a product category

Research: notes on article

Camerawork

Camera movement can be used to accompany movement of performers (walking, dancing etc.)

Camera movement can be used to create a more dynamic feel to a performance.

Close ups can create a sense of intimacy between the viewer ns subject of the video. They can emphasize the product, the song and the artist.

Editing

The most common form of editing associated with music videos is fast cut montage; this can make it difficult to completely view all of the images on the first viewing, therefore ensuring multiple viewings.

Slow pace and gentler transitions are used to help create different moods- this combination is often used for solo female singers.

Effects such as split screens; colorization and CGI provide different types of pleasure for the audience.

Star Image

In 1979, Richard Dyer said, "a star is an image constructed from a range of materials"

For example, for pop music these materials are:

▪ Songs- their lyrical themes and musical structures/genres can present the artist in a certain way

▪ Record covers- singles and albums and the image of the star they present

▪ Media coverage- from interviews about career and private life through tabloid gossip

▪ Live performance- the image through the stage show

▪  Music videos: music videos reinforce existing image of the artist and takes that image further 

Voyeurism

The idea stemmed from Freud and is often used in media studies: “the practice of obtaining sexual gratification by looking at sexual objects or acts.”

Male gaze;

The male viewer's gaze is geared to notions of voyeurism in that is a powerful controlling gaze at the objectified female on display.

Goodwin argues that the female performer will be frequently objectified in this fashion, often through a combination of camerawork and editing with fragmented body shots emphasizing a sexualized treatment of the star.

However in recent years stars such as Madonna have taken control of their provocative and sexualized representation.