He was born in hillingdon, middlesex.
This theorist provides framework for the analysis of music videos, it is suggested that the following areas should be analysed:- Genre characteristics:
- There is a relationship between lyrics and visuals(either illustrative, amplifying, contradicting)
- There is a relationship between music and visuals(either illustrative, amplifying, contradicting)
- The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work(a visual style).
- There is frequently reference to notion of looking (screens within screens, telescopes, etc.) and particularly voyeuristic treatment of the female body.
- There is often intertextual reference (to Films, TV programmes or other music videos).
From both of these PowerPoint's you can See that i have covered all the points he has mentioned above and applied them to two music videos that i have chosen to apply his theory. I have found out that his work does provide a framework for the analysis of music videos. Andrew Goodwin's theory focuses on the media language and therefor his theory is only for music videos.
Claude Levi Strauss
He said that Binary oppositions are sets of opposite values which reveal the structure of media text. An example he said was would be GOOD and EVIL-as we understand the concept of GOOD as being the opposite of EVIL, It is the establishing of these binary opposites that propels the narrative forward.
My example of this would be RIGHT AND WRONG- as we understand that right is the opposite of WRONG. From this i have gathered that binary oppositions are sets of opposite values which establish the structure of the media text and this propels the narrative of the video to come forward and intrigue the audience.
Roland barthes is also a media language theorist/semitoics theorist:
He Suggested that narrative works with five different codes which activate the reader to make sense of it.
- Action-a narrative device by which a resolution is produced through action ,e.g a shoot-out.
- Enigma-a narrative device that teases the audience by presenting a puzzle or riddle to be solved. works to delay the story's ending pleasurably.
- Symbolic(Connotation)
- Semic(Denotation)
- Cultural - a narrative device which the audience can recognise as being part of a culture, eg. a "Made Man" in a gangster film is part of the mafia Culture.
I believe that rolan Barthes is correct when he says there are five different codes that work narrative becasue without any one of the codes the media text would not be interesting and this would not let the reader become more influenced rather it will bore them. Roland Barthes has mentioned the five codes which makes a clear statement that if a music video was made wihtout one of the codes then it wouldnt make sense to the audience as media products will become unnoticed due to these facts as they would like to see these things which will make them activate into interpreting the product correctly.
