When producing our final music video we will have to use elements from all of these theories to make our media text as successful as possible. Here I have analyzed some good examples of music video and shown how they reflect the media theories.
Eminem and Rhianna - Love the way you lie
Gender - both genders. The inclusion of both male and female actors featuring as characters in the narrative and the combination of both the male and female artist mean that this video does not target a gender specific audience.
Race - this video aimed at mixed races. The fact that the two main artists in the song are each of a different race means that the audience for the video is broader and does not necessarily target a specific race or culture, however the narrative storyline is that more typically associated with western culture and so this may lessen the appeal for some ethnic groups.
Age - 16 - 25. This video is aimed at quite a young audience. As this video is part of mainstream popular culture this means that it attracts a young audience before they have even viewed the video. The fact that the actors starring in the video are quite young means that people in their teens and 20s feel they can identify more with the characters they play and therefore identify more with the music and the video.
Socio- economic -
Status E - C1. One of the main groups of people this video targets when looking at the age group of the target audience is students. These make up part of the subsidary class (Group E) which is why this group is included in the target audience. The events within the narrative of this video are some which often occur within working class society such as problems with drugs, alcohol, bad relationships etc. This means that people within this group may be able to relate to problems which are shown in the video and to identify with the characters.
Uses and gratifications theory
Personal relationships - This music video has a narrative. This means that the narrative provides a topic of discussion for people based on their views about events happening within the video. The inclusion of famous actors playing the main protagonists within the narrative also provides a topic of discussion about whether they have seen them acting in anything else and wether they enjoyed it or not and what they think of the actors in general. This discussion allows people to form personal relationship based on shared views and ideals.
Personal identity - The topic for the narrative base is centered around the working class, broken relationships and drink and drug problems which occur within that particular class. This means that by targeting this group within the socio-economic status they have provided a base for people within that class to identify with the characters.
Surveillance - The events featured in the narrative show people what life is like for some people living in the world. As an audience we feel this gives us more knowledge of what is going on in the world and how life actually is for some people.
Maslow's Hierarchy of needs
Belonging needs - Through discussion about the video people are able to socialise and form relationships. Through shared values and ideas about the video/ artists etc. people are able to form friendships and feel they fit in as part of a group. This fills their belonging needs
Security needs - The situation of the characters in the narrative may make people feel better and more secure in their own life in comparison to the lives of the characters. This means that their security needs may become fullfilled.
Esteem needs - The situation of the characters portrayed in the narrative may make some people feel better about themselves due to them having a better lifestyle and more secure family background. This may give people greater self esteem and therefore better fullful their esteem needs.
By Evie
No comments:
Post a Comment