X - Factor and cultural values

hypodermic needle - people forced to watch it, it is everywhere, every type of media

relatable - identity

escapism - boredom

No challenge to watch - want to escape from their life, no woking outs

Binary opposition - Good guy bad guy (lewy walsh and simon cowell) Simple

Anchorman - pointless

Vines - youtube - rubbish you watch anyway

TASTE - CULTURAL VALUE - MAINSTREAM AUDIENCE (POPULAR)

only educated people Shakespeare, theatre etc.

Marxism - class system 

Elitist (only certain people can have it)

set of ideas - opinion  - through education

it is a system we are lead to believe is right and true

post modern audience

watch it because it is rubbish

irony - audience know it is crap but they still watch it. 

music videos are a form that go against the ideas of theorists. post modern era

e.g genre is breaking apart

debates - teaching other people - creating a poster about ith

parabel visualisation

Theory

genre is the same

jason mittel - genre is a cultural category

My Website Draft for Dave Anqii

Draft Dave Anqii Website

Task for Theory Learning

4 essay plans - one for each area
which four theories will i be using - names
decision to which production thriller or music vid that will be better to write about
Find parts of vid that will support the theory - how you can see it or not se it in my work
does it reinforce or challenge the theory

go back to home theory (representative ness) - then talk with someone else to get other peoples theories

Judith Butler - gender performance
—Butler argues that gender is a performance.
—It is what you do at particular times, rather than about who you are.
Apply this to your work….
Do the male characters behave typically masculine?
Do the female characters behave typically feminine?

In the thriller video we shot, our actors were solely men. This is supporting Butlers theory that gender is a performance. That men are seen to be well suited to the dominating gender. Our actors both behave typically masculine.

This is the same for out music video, men typically masculine, looking at women voyeristically.

Laura Mulvey - the male gaze

One theory in media studies is the idea of the ‘male gaze’. This explores the idea that the camera ‘sees’ images through male eyes.
http://www.youtube.com/watch?v=ViwtNLUqkMY
“The message though was always the same: buy the product, get the girl; or buy the product to get to be like the girl so you can get your man” in other words, “‘Buy’ the image, ‘get’ the woman”

You can be what a man wants, or the man can get what he see's, if you buy into this product

In our music video we have chosen to use the male gaze. We want our main female character to be looked at voyersotically, therefore reinforcing Mulveys theory that the camera sees through the male eyes. However we also have a notion of looking coming from the female as well

Gauntlett described the Social construction of identity: how can you work out who you are through what you see in a media text? Your identity is not fixed: you will be shaped by what you watch.
--Identity as project – audience chooses the tools
-Conflicting media messages about identity
So.. When we watch a text we compare ourselves to the stereotypes presented within it.
Look at the use of stereotypes in your music video. How far could you say your music video encourages audiences to reconfirm or challenge who they are when watching your video?

Our music video supports Gauntletts theory that people see them selves through what you watch. for example we have young people, therefore the audience watching will be of the same age range because they will want to compare themselves to the people in the video. 

Update

Final prop list

Props for final shoot

• flags for one side of the cabin, and to cover the windows and photos in the location
• balloons for decoration on the floor
• red table cloth to cover tables
• disco lights and strobe light
• speakers
• funky glasses
• red party cups
• drink (bottles)
• Confetti
• glow in the dark wrist bands

My Digi Pack Design

Lesson plan - Nicole and I

Feminism / Post feminism
—Feminism = a movement (c. 1960s) promoting the rights of women to be equal to men and arguing that women should no longer dress and behave as men wish them to.

—Post-feminism = movement arguing that women have now achieved equality and should be free to dress and behave as they wish without doing so for the benefit of men. Use of Irony and reclaiming sexuality - not exploitation
Example: Girls Aloud.
Post-feminist icons?
Objects of male gaze?
Exploited or powerful?
Role models for women?

Women manipulate men, making money from them by showing them sexualised images, dominating them and taking advantage of their desires. 

When men had control over women, women had to cover up, after feminist schemes, women have more freedom to strip off and do what they want.

Not getting judged as harshly as they would have.

In my music video the women has wooed the man voyergeristically. She will look sexualised, showing that she is free to wear what she wants.

However in contrast to this because all women look the same, they are still controlled by society, dressing how men want them to dress.

Theory's for Exam

Four Theorists that apply to Representation


David Gauntlett - constructing identity : Audiences and representation, Gauntlett says that we reconfirm or challenge our identity through watching media texts.

Gauntlett described the Social construction of identity: how can you work out who you are through what you see in a media text? Your identity is not fixed: you will be shaped by what you watch.
--Identity as project – audience chooses the tools
-Conflicting media messages about identity
So.. When we watch a text we compare ourselves to the stereotypes presented within it.
Look at the use of stereotypes in your music video. How far could you say your music video encourages audiences to reconfirm or challenge who they are when watching your video?

Laura Mulvey - the male gaze
One theory in media studies is the idea of the ‘male gaze’. This explores the idea that the camera ‘sees’ images through male eyes.
http://www.youtube.com/watch?v=ViwtNLUqkMY
“The message though was always the same: buy the product, get the girl; or buy the product to get to be like the girl so you can get your man” in other words, “‘Buy’ the image, ‘get’ the woman”

You can be what a man wants, or the man can get what he see's, if you buy into this product

Judith Butler - gender performance
—Butler argues that gender is a performance.
—It is what you do at particular times, rather than about who you are.
Apply this to your work….
Do the male characters behave typically masculine?
Do the female characters behave typically feminine?

Feminism / Post feminism
—Feminism = a movement (c. 1960s) promoting the rights of women to be equal to men and arguing that women should no longer dress and behave as men wish them to.

—Post-feminism = movement arguing that women have now achieved equality and should be free to dress and behave as they wish without doing so for the benefit of men. Use of Irony and reclaiming sexuality - not exploitation
Example: Girls Aloud.
Post-feminist icons?
Objects of male gaze?
Exploited or powerful?
Role models for women?

Women manipulate men, making money from them by showing them sexualised images, dominating them and taking advantage of their desires. 

When men had control over women, women had to cover up, after feminist schemes, women have more freedom to strip off and do what they want.

Not getting judged as harshly as they would have.

In my music video the women has wooed the man voyergeristically. She will look sexualised, showing that she is free to wear what she wants.

However in contrast to this because all women look the same, they are still controlled by society, dressing how men want them to dress.

Notes

more advanced language/vocabulary make you more intelligent?

2x Yes

2 No

Consensus - Get’s your brain going, new ideas, agreement

External Validation - What other people think of you

"Red Lights Indicates Doors are Secure" - Media A2

Cockney lads drinking and smoking

lip syncing bad

Not very Hyper-Real - could have done more to be exaggerated

Good shot types

Planning for Mock Video - Update

So this week Alex and I have been planning out what day we are going to shoot our mock video and who is going to act in it. So far we have Anita, Amy, Cody, Claire, Josh, Holly and Reece able to help us out.
We have organised to use Wednesday next week to get as much filmed at possible. We are going to use black bags to black out the room as our actors can only do it in day time, and then the night time shots we will do later with the two main characters. This way not everyone will need to stay. We are going to provide drinks and snacks to keep our actors happy!
We have got the camera, including two lenses and a GoPro, and the props are also ready. Alex and I will be using our 90 shot storyboard to help us film sections of the music video.

My Website Draft

http://elalmediaa2.wix.com/daveanqii

Media Regulation

Media Regulation is the control or guidance of mass media by governments and other bodies. e.g music videos that request an agreement to be certify that the viewer is over 18. Targets include, T.V, Radio, Music, Music Videos, Movies, Programs, Etc.

Liable means printed but completely untrue

The Press Complaints Commission
www.pcc.org.uk

The PCC was founded in 1953. The PCC is required to uphold ethical standards in journalism. The papers are just doing what they want. There needs to be a more powerful organisation to prevent this states Hunt "At the moment it is like the Wild West out there. We need to appoint a sheriff."If the press regulated themselves they could put what ever they wanted, this would lead to more made up stories. Causing disagreements and reputation loss to members of the public violated. The press regulating themselves will just allow for them to avoid lawsuits and paying out in upheld cases where they're are libel for damaged.

Case where complaints were complaints were Upheld against newspapers.

The complaint aforementioned is from a women that the news shopper had breeched clause 11. She believed that the news shopper had identified that she was a victim of sexual assault. This had been done by showing an image of the location it happened, of which was her home, identifying her.

Case where complaints were complaints were Not Upheld against newspapers.

This complaint says that Clause 3 and 4 have been breeched. Photographs had been published of a women violating her privacy. However because she served a sentence in a public place the newspaper considered that the complaint did not have any right to special protection.

Website Research - Examples

http://obedlilymediaa2.wix.com/sirenmusic#!

http://jckthornton7.wix.com/frankomusic

http://laurenaimeea2.wix.com/avaofficial

Theorists

Frankfurt School, Hyperdermic Needle:

'The Hypodermic Needle Theory suggests that the media ‘injects’ its messages straight into the audience with suggestions designed to trigger a specific desired response. The theory states the audience is entirely passive and is immediately affected by the media’s messages, as the Media’s hold over the public is so intense that the public is essentially unable to escape from its influence.'

From: http://keyconceptsc1.wordpress.com/2011/11/07/hypodermic-needle-model-tied-to-the-frankfurt-school/

Laura Mulvey:

Mulvey suggests that the audience view the films in two ways: voyeuristically and fetishistically. As audiences watch films without being watched by the characters they become onlookers of their lives. Therefore they become voyeurs of the people on screen. This can lead to two effects: objectification and narcissistic identification. Voyeurism involves turning the represented figure into a fetish so it becomes increasingly beautiful but more objectified.

From: http://mixsoph.blogspot.co.uk/2008/11/gaze-is-feminist-theory-developed-to.html

Andrew Goodwin:

4. Star-In-Text (Goodwin): puts the star as the focus of the video, emphasis the stars persona (Madonna)

5. Music videos demonstrate genre characteristics (rock in rock videos)

6. Relationship between lyrics and video + Relationship between music and visual 

7. Demands of the record label will include the need for lots of closes up of the artists etc..

8. Frequent reference to notion of looking (screens working screens, tvs, magazines etc) voyeuristic treatment of the female body 

9. Often intertextual reference to films, TV etc..

10. They are 'hyper-real', 'reality' and visual experience (jumbled)

Intertextiality

Radiohead - No surprises

Radiohead - No Surprises

Conceptual 

Lyrics and music relate.

All in one shot.
Lights flashing with the music
Lyrics backwards so he read them
Drowning in his sorrows - helplessness, human life is fragile
Reincarnation, going back to the beginning.
Self-Reflective

Breaking or re-enforcing conventions - breaking conventions as it is about suicide, carbon monoxide, lethal in certain does

Concept and music - The concept is being trapped, committing suicide, resembling life. slow pace and aery music.

Image - Depressive and emotional image, designed to attract a mature audience.

“self-reflective” - reflective on his life, reflection on his face, watching his life flash before his eyes. suicidal reflection, looking back on his life.

Notion of looking - Goodwin, we are looking through the glass at him. focusing on the star - Star in text - Hyper real.

Intertextuality - Idea

Kid Cudi - Pursuit of Happiness ft. MGMT

There are a few shots in the music video 'Kid Cudi - Pursuit Of Happiness ft. MGMT' that we want to do for our music video. 

The silver confetti is going to be part of our video, we want the confetti to be closer to the end of the video, to enforce that the end of the song is approaching.

This shot has given the inspiration, we liked the idea of having some shots of the Dj. Therefore this is a great shot to look at for ideas and inspiration.

Project X - MOVIE

We have got ideas from the movie 'Project X'. Project X has given us the ideas for what we want our characters to wear in the video. Casual clothing that has lots of colour and exposure, this will attract the younger audience by doing this.

We liked the shots of the main character around people, looking like he is possibly on drugs. Everything being out of focus, not alone.

Here again is a shot if a Vinyl, we wish to include this in our video, as we want to reinforce the artist Dave Anqii is a Dj. 

We liked the shots of people laughing and cheering in dark lighting, we want to put this into our video, to make it look like everyone is having a great time, that no one is alone, reinforcing the lyrics of the song.

Charlotte Hatherley - Bastardo

We think that 'The Midnight Dogs' would be a good act to perform before Charlotte at a concert, this is because they cover the same genre.

https://myspace.com/themidnightdogs/music/songs

Basic Timeline

Here is the first basic outline of the story for our track.

Props

Inspiration Videos

Contacting Dave about Track and Radio Edit

We have been regally contacting our artist Dave Anqii and he seems keen on our ideas. We have asked him to created a radio edit for us as the track we like is 5 minutes long, Dave is working on the edit now, so hopefully we will have it shortly. We have asked him questions about the track and he has replied with his idea too. 

Chosen Song 'Never Be Alone'

RD - Do it Like Me

Difference 

They are different because of they way they present themselves. They are wearing un-feminine dark clothing, that suggests they grungers, their music is more hip-hop therefore challenging and counteracting their look.

Target audience

Their target audience is urban street, they have put London in the back ground, however they are on what looks like an abandoned buildings roof, showing rebellion, that they are not supposed to be their, This is also reinforced by the shots of graffiti'ing and street art on buildings. An act that is illegal, showing rebellion against society.

analyse attitudes and values

They portray an aggressive attitude which contradicts the music, I believe their values and attitudes relate to a hip-hop culture which we analysed in teen sub-cultures. The values of power and being independent are clearly shown and with the style of video it enforces theses attitudes.

Hip-Hop - Teen Subculture

Hip Hop

Hip-Hop is a rap culture predominantly very American, Hip-Hop values and attitudes focuses arounds rap, graffiti, Dj'ing, money and style. Hip-Hop is a very criminal sub-genre with the main portion of the music being about money, drugs and women. They are feared by many mainstream cultures due to their fashion, aggressive behaviour and values, they go against the mainstreams values by enforcing bad behaviour. Hip Hop is a very competitive culture and is gang orientated, they are very extravagant wearing a lot of jewellery and driving sports car. This is a ego thing and is to try and out do and show other rappers how much they have. 'Rack City' by Tyga shows everything about the hip-hop culture and focuses on their values and attitudes.

Punk - Teen Subcultures

Punk is all about the crazy hairstyles and being an eyesaw. They generally want to rebel against society's norms and make a point about it.

This music video shows the punk rock look by the crazy spike hairstyles, tattoos, guitars, and location. They generally wear dark clothing with a hint of bright colour. The target audience is punk, as it is relatable, also a sense of rebellion being in an abandoned location, they are making people change.

They differ from mainstream by rebelling from it. There are some mainstream artists that genre in Punk for example Avril Lavigne. But most punk tracks are not mainstream as they are rebellions.

Hipsters - Teen Subculture

Hipsters

Hipsters like the lead an alternative lifestyle and focus on independent thinking. Hipsters combine a shaggy rough look with a smart twist, usually men can be found with messy hair, trimmed beard but wearing a tweed jacket and fitted jeans. This style creates contrast and takes them away from mainstream thinking. Many hipsters like to think of themselves as visionaries  seeing the bigger picture and living a free life. Many hipsters have degrees and are usually well educated and keep calm but quite judgemental attitudes and values.

Hipsters tend to listen to folk and indie music which is becoming very popular, an Irish folk indie band Of Monsters and Men are one loved by Hipsters. As you can see from the song there isnt much style represented but more of a greater 'meaning'.

Ravers-Nu Ravers - Teen Subcultures

Ravers wear neon clothing and like drugs. Their attitude is crazy, reckless and sexual.

This music video targets the audience of ravers, showing in the video the effects of drugs, also fantasy's  of sex. Also the colours of the clothing are loud and bright, therefore ravers tend to wear this type of clothing too.

They are mainstream to a certian extent, some ravers music is mainstream for example avicii, however there are also some artists like netsky that are not so mainstream.

Skaters - Teen Subculture

Skaters

Skaters are a subculture who enjoy skating and can be commonly mistaken for punks. Skating comes from California and the fashion is very relaxed wearing jeans, t-shirts (vans or emerica) and skate shoes. Skaters can be grouped together by fashion, slang and style. Skaters have very chilled values and attitudes, with only an interest in skating. Their music is along the pop-punk, reggage-rock roots and is usually upbeat with tales of high school and skating.

In this music video 'Heaven is a Halfpipe' by OPM, the wholes song is about skating and you can see by the fashion; baggy shorts, vans, caps and skatebaords. 

Skaters do not want to be associated with mainstream style, they want to be free and this is shown in their attitude and style.

Chavs - Teen Subcultures

The values of chavs are low and they act disrespectful, they are always in large groups (gangs). Stereotypically boys that are poorly educated and live in poverty areas. 

This music video has a target audience to chavs because they are dressed in the same clothing, and move in large gangs of boys, there are multiple shots of high rise flats and poverty areas, allowing chavs to relate to the video.

They differ from mainstream as they are not valued highly in society, therefore not on the radio.

Digi Pack Vampire Weekend Contra Edit

Step by Step

1. I opened the picture taken of me in photoshop.

2. I changed the lighting of the picture using curves and the photo filter, giving the yellowish tint to the picture, just like the original.

3. Next I used the colouring tool and used the soft fading brush to apply the purple. I done this in three different layers.

4. I then merged all three layers together and blurred the lines so that the colour looked smooth and blended.

5. I then put a warm yellow colour fade on the top to give a nice blended shade on the edit.

6. Lastly, I googled and downloaded the 'Futura' font that Vampire Weekend have used and added it to my edit. By doing this I also had to move the letters apart to match the original album cover by using adjustments.