NEA RESEARCH PART 7: PRODUCERS AND DIRECTORS RESEARCH

In this post i will be researching a few different media practitioners linked to the music video brief, focusing on the style and use of conventions in the products they produce. Additionally, i will be looking into some of their existing products in order to gain inspiration of techniques they have used, which can then be incorporated into the production of my own video and website. By effectively reflecting these practitioners styles, my tasks can be produced to the best standard possible. 

What I learnt from this research is that the majority of music video producers/directors have a certain genre of music videos they regularly produce and stick to this style. This gives them the opportunity to make each video as appropriate to the category as possible because each one will follow a similar criteria of conventions.

NEA RESEARCH PART 6: INSTITUTIONAL RESEARCH

In this post i will be undertaking research on media institutions linked to the music video brief, specifically focusing on the type of company they are and the products they produce. This will be effective in providing me with ideas to consider when completing my own production of the music video and website. I believe that by understanding the institution linked to my chosen brief, it will help me to produce a media text that follows and resembles their style, ideologies and ethos more effectively. 



I think that the institution has established these values and purposes to give them something to strive for, developing the standards of the company and increasing competition with rivals. For example, having the purpose to 'fill the world with emotion, through the power of creativity and technology' gives sony music the motivation to make an impact through the products they serve. I will incorporate this purpose into my own product through the use of creative editing and filming techniques. I hope to show diversity in the contents of my music video through the settings and people featured. Finally, i will be sure to avoid topics which could be deemed to interfere with the companies ethical values. 

NEA RESEARCH PART 5: MEDIA THEORY RESEARCH

After completing this task, i hope to have a better understanding of a range of media theories and be able to easily identify the use of them in Pop music videos. This means that i will have the opportunity to then consider which ones i would like to include in my own music videos. 

1. Blurred Lines - Robin Thicke


- Feminist Theory: Van Zoonen - A patriarchal atmosphere is created through this music video in the way that women's bodies are presented as objects of men. This idea is illustrated firstly through the minimal clothing the women have on, which contrasts with the shirts, trousers and jackets which the men are covered with. This is effective in making the men seem authoritative due to the girls lack of concealment, portraying a vulnerable state. In addition, there is a specific shot which presents women as working in the place of men, which can be seen when one of the mens cigarettes is lit by the woman. This music video is therefore likely to appeal to men, over women, as they may start to believe that they can replicate this authority the men have here on themselves in real life. 
- This music video can also link to/challenge Gauntletts theory of identity. It seems that women here lack entitlement to self-expression and are limited to the actions and orders of men. In the modern world, it is now an expectation that individuals make choices about their own identity and lifestyle, and these progressive ideas have been practised much more since the production of this video in 2013 due to the influence of the media. 

2. Ariana Grande - 7 Rings
 
- Theory of Gender Performativity: Butler - The female gender is clearly sexualised here through the performance and visual presentation of Ariana herself. Firstly, the use of provocative clothing, artificial hair, glowing skin and glossy lipstick makes it seem as if the producers have constructed her in a way which fits the medias established perceptions of beauty, drawing the attraction of men. In addition, this idea is further emphasised through the sexual gestures created in her natural, free movements which give off a sense of openness and invitation to the watchers. 
- Hyper-reality: This video appears to distort reality through the use of artificial settings, lighting and props, as well as the dramatic appearance of the Ariana herself. For example, the scenes are set in and outside of an enormous house, with lots of cars surrounding, and Ariana is dressed with an excessive amount of diamond jewellery and clothing. This presents a false perception of reality and may encourage young girls to live in simulacra as their lives do not live up to this constructed fantasy environment. 

Conclusion: 
1. Genre Theory - i will incorporate this theory into my own music video by including the generic codes and conventions of pop music videos, which i identified in my previous research tasks. 
2. Theories of Identity - i want to show in my video that everyone has the opportunity to create their own identity through the use of a range of different girls, with different appearances, fashion-senses, etc. 
3. Theory of Representation - I want to reflect several representations in my music video which can be interpreted in different ways, as watchers develop their own meanings from them. 

NEA RESEARCH PART 4: MEDIA LANGUAGE AND REPRESENTATION

in this research task, i am going to be analysing the construction of representations in 2 music videos and how media language has been used to create an intended effect on the audience. This is an important task as it means i will have an insight into how music videos are able to appeal to their audience through their strategic choices in production, helping me to plan my own video to the best standard possible. 

After identifying and analysing media language used in pop music videos and artist websites, i now have an idea of the conventions which should make up my music video. For example, the people in my video are going to represented in a way which makes them seem relatable to teenage girls, who are likely to be the primary target audience. I intend to use exciting camera shots/editing work which gives the video a sense of energy and excitement, provoking engagement from watchers. Also, the locations you see in the mis-en-scene will be ones which i believe teenage girls would enjoy themselves, e.g. bowling and the soundtrack will contain lyrics they would likely be able to relate to, as seen in my analysed music videos. In terms of my website, i hope to give it a quirky and modern outlook which would interest navigators as they are lead to believe that she has originality and is different to any other modern female singers.