Media TheoriesAMEER

Blumer & Katz – ‘injecting’

The idea that me as the producer of this media production is ‘injecting’ a message into the audiences mind, fits in with the

message being portrayed in my me and my partners music video.

The message could be seen that street based artists have had a

hard upbringing like in the narrative of our artist ‘Danny Billz’.

Compared to global artists, Grime artist constantly remind their

audience of their hard upbringing as they are using music as way to

get out of their troubled life.

Gerbner & Gross – Cultivation Theory

The idea of Gerbner and Gross’s ‘Cultivation Theory’ is that

audiences perceive things in a certain way. This has relevance to

my music video as stereotypically in modern day society black

youths that are affiliated with council estates are the ones causing

trouble in society. In ‘Danny Billz – East Side Story’, the artist raps

about how his local area was troubled, which led to him going in

out of prison. These type of narratives are frequently shown in Grime

videos, as Grime is a street based genre, therefore I can infer that

my audience will immediately stereotype my artist as being troubled

due to his ethnicity.

Cohen – Moral Panic

Similar to the Cultivation Theory, Cohen’s ‘Moral Panic’ is about representations that

portrayed in media text. My music video correlates with stereotypes that black youths

are causing trouble in society, as Danny Billz does rap about him being troublesome in his past life. A way in which our music video subverts this stereotypes is by portraying

present day Danny Billz, as a changed man.

Two Step Flow

This media theory applies to me and my partners music video as we recreated

real events that occurred in an individuals life. As our music video is a true story, I

believe this adds an emotional effect to our narrative, as this will allow our

audience (females in particular) to feel heart-warmed by our artists life.

Blumer & Katz – Uses and

Gratifications

Information – In our music video, I believe we are giving our audience a first

person perspective insight on the ‘street life’, and how it can influence your

life choices.

Entertainment – Similar to the Two Step Flow I think the fact our narrative is a

true story, this allows the audience to feel in touch with the artist. Especially

audience who live in similar conditions or have lived a similar life.

Bentley

‘Making of the new and the rearranging of the old’

Potter Payper – TBH is the song that we are covering, in order to be unique my

partner and I will put our own personal twist on the video, so that ours don’t just

look like a replica. Therefore, I believe this quote from Bentley sums up our

ambitions to make Danny Billz – East Side Story look like a completely different

song to Potter Payper’s.

Steve Neale

‘Genre is a term that can be split into different categories, based on characteristics that they share’

Setting – As Grime is seen as street based genre, conventionally Grime music videos are shot around the ‘local area’, which included council estates, parks and post code signs.

Narrative – The more slow tempo Grime songs generally have rappers telling the audience about there past life, this is the same in my music video; I find this effective as it shows how music can unite people with similar backgrounds in one genre.

Characters – Grime music videos conventionally have people of a similar age in them, but my music video subverts this as I have a younger actor resembling the protagonist artist. This something that would rather be seen in a Hip-Hop music video, for example Jessie J- Who’s Laughing Now’.

Themes – Grime artist conventionally rap about how much they love their area as it is where they were bought up. I believe my music subverts this as Danny Billz, is rapping about how his area led to him going to prison and doing wrong things.

Levi Strauss – Binary Opposition

The idea of ‘Binary Opposition’ is something that I feel is a underline message

portrayed in my music video. This is the idea of good vs evil, in my music video

Danny Billz is seen as the protagonist, but there is not specific antagonist. In my music video I believe it’s Danny Billz vs society, as in the lyrics of the song, Danny

raps about how his area lead to him having a troubled life. Therefore, I can infer

that there is a constant battle between the artist and society in this diegesis.

Tim O’Sullivan (1998)

‘All media texts tell us some kind of story’

Danny Billz – East Side Story, is telling the audience how hard his life

used to be

Gaunlett

‘Making is connecting’

By making this music video, I believe my partner and I are connecting with our

niche audience. As our narrative is first person perspective of our artist life, I

believe this will allow our audience to feel connected and witness of Danny Billz’

life. A way in which we are also connective with our active audience is through

creating a website and twitter page for Danny Billz, from personal experience I

know that this allows audiences to feel more connected with the artist.