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. 

NEA RESEARCH PART 3: INTERTEXTUALITY RESEARCH

The aim of this research task was to identify how artists, specifically pop, embed intertextuality into their videos and the effect this has on their watchers. The main effect of using this is to enable audiences to make links between two pieces of text, enhancing engagement and interest. 



An intertextual reference i intend to employ in my own video is the features of Dua Lipa's "New Rules" video; mainly the inclusion of several different girls, with contrasting styles and appearances, but also the choice to focus on one girl (the artist) more than the others. In my own video, the artist will be the centre of attention, but not so much that the message i intend to give is lost - that all girls are unique and should be equally recognised. 

NEA RESEARCH PART 2: GENRE RESEARCH

In this post i am going to condense my research made into the genre of my chosen brief. The main reason for me doing this is to highlight and analyse codes and conventions of a variety of media texts in order to help me produce the most effective media product i possibly can.  

The genre of the text as described in my chosen brief is pop and i'll be looking at the conventions of 3 media products which fit this same genre. 

Conclusion/Summary of research:
This research was effective in giving me access to the typical conventions of pop music videos which will be helpful for me to reflect back on when producing my own to the highest standard possible. Elements of these existing texts which i would consider including in my own music video might be the way the cast are presented, in terms of hair, make-up and clothing. All of the texts i researched appeared to have a range of unique clothing, along with intense makeup and subtle but classy hairstyles. Because of this, I can only assume it is a generic convention of pop music videos and so i will be spending some time thinking about the appearance of my cast. After conducting this research, my idea has developed and adapted in terms of creativity and the locations i wish to record my video. 

NEA RESEARCH PART 1: HISTORY OF MUSIC VIDEOS

Learning Objectives:

• K: What the minimum requirements for the preparatory tasks.
• U: The relevance of each of these tasks.
• BAT: Undertake preparatory work as prescribed below.
• CO: Use media terminology throughout verbal and written communication. 

• 1. When and what was the first music video ever created? 1981 - "Video killed the radio star" - The Buggles. 
• 2. When and what was the first pop music music video ever created? ^
• 3. What are the 3 most viewed pop music videos of all time in YouTube and when did they become the most viewed pop music videos? Despacito (Luis Fonsi - Ft. Daddy Yankee and Justin Bieber), Shape of you (Ed Sheeran) and See you again (Wiz Khalifa ft. Charlie Puth). 
• 4. What is MTV and VH1 and when were they founded? MTV is an American pay television channel owned by Viacom Media Networks and headquartered in New York City. The channel was launched on August 1, 1981. VH1 an American pay television network based in New York City owned by Viacom. It was originally created by Warner-Amex Satellite Entertainment, at the time a division of Warner Communications and the original owner of MTV, and launched on January 1, 1985.
• 5. What is VEVO and when was it founded? VEVO is an American multinational video hosting service founded on December 8, 2009, as a joint venture among three major record companies: Universal Music Group, Sony Music Entertainment and EMI.
• 6. Find the 10 most influential music videos of all time and when were they released.  
• 1) Thriller - by Michael Jackson. ... (1983)
• 2) Sledgehammer – by Peter Gabriel. ... (1986)
• 3) Subterranean Homesick Blues - by Bob Dylan. ... (1965)
• 4) Here It Goes Again - by Ok Go. ... (2005)
• 5) Strawberry Fields Forever - by The Beatles. ... (1967)
• 6) Smells Like Teen Spirit - by Nirvana. ... (1991)
• 7) Bohemian Rhapsody – by Queen ... (1975)

This research will contribute to the planning and developing of my music video as by watching the most popular and influential videos, i will consider the codes and conventions they have employed and hopefully reflect this in my own to make it as professional-looking and appealing to my audience as possible.