Music Video Beyonce Audience & Representation

8/10/2019 Music Video Beyonce Audience & Representation

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Explore Audience &representation of gender in

Beyonc's music video Runthe World (Girls).

LOWhat information needs to be included in a audience/

representation essay?

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Requirements

Use technical terms e.g. long shot, high angle,transitions, connotation, stereotype, representation

Explain how the music video reinforces or subvertsgender stereotypes

Show how the music video creates connotations and

how these might appeal/ positions and respond to theaudience

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What is a music video?

Why do music videos exist?

What are the codes andconventions?

Music Videos


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What are your expectations of

music videos?

Conventions

Narrative

(how the story istold/ the order)

Characters /Representation

Mise-en-scene:Lighting, costume,make up, setting

Camerawork

Editing: pace/sequences/ rhythm

Sound

Visualeffects


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Genre conventions?

List


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Genre conventions

The video is editing to the pace and rhythm of the song

An element of performance is present in the video

A lack of diegetic sound or ambient sound

A connection between the narrative and themes of the videoand lyrics of the song

The artists presence in the video

The lyrics of the song influence what is shown in the video (Mise

en Scene) The pace of editing fits the pace of the music (beat matching)

The codes of dress reflect the mood of the song


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Music Video Conventions

What conventions do you notice in the

following videos?

Katy Perry - Roar

RihannaStay

MacklemoreCant Hold Us

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http://www.youtube.com/watch?v=CevxZvSJLk8&list=TLcUD1PG3eVZbNFMzaEw1yfWfToGROg2UFhttp://www.youtube.com/watch?v=JF8BRvqGCNs&list=TLrCYyerw2oy0bwM93LxrkiCYGfOIOwwkOhttp://www.youtube.com/watch?v=JF8BRvqGCNs&list=TLrCYyerw2oy0bwM93LxrkiCYGfOIOwwkOhttp://www.youtube.com/watch?v=JF8BRvqGCNs&list=TLrCYyerw2oy0bwM93LxrkiCYGfOIOwwkOhttp://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=JF8BRvqGCNs&list=TLrCYyerw2oy0bwM93LxrkiCYGfOIOwwkOhttp://www.youtube.com/watch?v=JF8BRvqGCNs&list=TLrCYyerw2oy0bwM93LxrkiCYGfOIOwwkOhttp://www.youtube.com/watch?v=JF8BRvqGCNs&list=TLrCYyerw2oy0bwM93LxrkiCYGfOIOwwkOhttp://www.youtube.com/watch?v=JF8BRvqGCNs&list=TLrCYyerw2oy0bwM93LxrkiCYGfOIOwwkOhttp://www.youtube.com/watch?v=CevxZvSJLk8&list=TLcUD1PG3eVZbNFMzaEw1yfWfToGROg2UFhttp://www.youtube.com/watch?v=CevxZvSJLk8&list=TLcUD1PG3eVZbNFMzaEw1yfWfToGROg2UFhttp://www.youtube.com/watch?v=CevxZvSJLk8&list=TLcUD1PG3eVZbNFMzaEw1yfWfToGROg2UFhttp://www.youtube.com/watch?v=CevxZvSJLk8&list=TLcUD1PG3eVZbNFMzaEw1yfWfToGROg2UF


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The purpose of the Music Video

Promotes a single and, normally, an album (marketing!)

Promotes the artist or band

Creates, adapts or feeds into a star image

Entertains the audience

Sets the meaningsof a song by the use of images

To promote the directormany film directors began in music

videos

To represent the ideology of the institution, and deliver a

message to the audience.


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What is Ideology?

An ideologyis a world view, a system of values,

attitudes and beliefs which an individual, group

or society holds to be true or important; these

are shared by a culture or society about howthat society should function.


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Representation:

Music videos display a certain ideology.

Mainstream genres will often reinforce dominant

values and display stereotypes in order to have mass

appeal. While more alternative artists may feature shocking or

unconventional imagery and messages in their videos

in order to appear anti-establishment.


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Today!

Milestone feedback

Reinforce audience/ representation

Storyboard Feedback - improvements Ideas for thrillers


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Top Boy feedback

Lack of specific analysis, technical & visual &terminology

Target audience could be identifiedbetter

Remember positive/ negative to

what/whom?(active audience Better to say atraditional/contempory representation or Older

audience might accept the preferred/ dominant

reading because or a young black male audience

with a similar cultural experience might have

negotiated reading

No mention of culture/ cultural competence/

situated culture


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Reference to purpose? Teaser trailer short

amount of time to engage audience and

entice them to watch the show, so use ofstereotypes helpful(shorthand)

Respond due to desentization/ hyperreality

(shaped by other texts) Preferred, negotiated, oppositional

Extend to why stereotypes existdominant

ideologies reinforcing/ subverting to supporthegemonic power eg. Masculinitysupport

Marxism viewKeep ruling elite in power?

Support Feminist viewor intensify drama?


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Uses and gratifications / utopian solutions not

addressed

U&G - Relate to the character (personal identity)

supported by Richard Dyers theory that the

media offer us something that is lacking in

modern life. In this case Intensity created by thefast paced editing linked with the close up shots

of the protagonist running and the increasing

tempo of non diegetic music connoting a racing

heartbeattarget teenage boys lacking this

need main audience for action films which

share these codes and conventions.


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stereotypes comfort the older audience by

reinforcing their view of the world

continuity?

I want a better life to challenge (C4

education remit) older audiences watching for

surveillance reasons by offering an alternativeperspective (not only dangerous) but use of

dialogue may also reinforce the stereotype of

the pitied to those older audiencessympathetic to the wider political - social

reasons.camera slowly dollys out on

Deshane connoting he is on his own without

hel .


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Tonight Matthew

Line 1 (pick a number 1 to 5)

Line 2 (Pick a number 1 or 2)

Line 3 (Pick a number 1 to 5) Line 4 (pick a number 1 to 4)


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Age range

1. 10-14 2. 15-24 3. 35-44 4. 45-54 5. 55+

Gender

1. Male 2. Female

Fans of

1. Fans of Beyonce 2. Fans of RnB 3. Fans of Pop

4. Fans of classical 5. Fans of Indie Rock

Ethnicity and religion

1. White 2. Black 3. Asian 3. Christian 4. Muslim


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Continue Task

Which group member is Targeted

Attractedby

What is the Appeal Positionedwith or as

Respondin what way

View the Representation/ stereotypes

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Our Video of Focus

Run the World (Girls)

What is the narrative of the video?

Where is it set?

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http://www.youtube.com/watch?v=VBmMU_iwe6U&list=PL3kTUMlpIWsfoWceYbRUDhvuZGSSNKSechttp://www.youtube.com/watch?v=VBmMU_iwe6U&list=PL3kTUMlpIWsfoWceYbRUDhvuZGSSNKSec


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Types of music videos

Performance (appeal of shared Genre

conventions?Pleasure!)

Mainly focus on the artist or band playing the

music

No narrative

Wide variety of camera angles which are regularlyrepeated

LOWhat information needs to be included in a


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Narrative (Clear linear narrative target

younger/ older/ mainstream audiences)

Follows a clear story line that reflects the song

lyrics

Performer may be involved in the story, may also

be kept separate

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Concept (Appeal to more alternative

audience?)

Based around a central idea

Often concentrate on specific editing techniques

Look unusual

Her Morning Elegance / Oren Lavie

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http://www.youtube.com/watch?v=2_HXUhShhmYhttp://www.youtube.com/watch?v=2_HXUhShhmY


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Target Audiences

Who is the target audience (TA) for the

video? Primary/ secondary

How does the video appeal to this TA?

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Target Audience

Primary audience: Teenage girls/young

women, who are fans of pop/ RnBmusic.

Secondary audience: Teenage boys/young

men, who are fans of pop/ RnBmusic.

More detail more points!!!!


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Helpful hints

Empowering message - that women "run the world".

Egyptian headdress

Beyonce's costumes are very provocative

Beyonce is seen taking the wallet from a man

The video features a range of interesting and attractivefashions

Beyonce uses many sexual poses and dance moves.

a mid-shot of Beyonce in chains

Long shot holding two hyena's which she whips into control a post-apocalyptic state / dystopia

Beyonce has two male bodyguards stood in front of her

How o erent texts target t e r


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How o erent texts target t e raudience?

The track features an empowering message - that women "run the world". The

Cleopatra headdress connotes power- this links to Egyptian matriarchy. It may

appeal to young women/teenage girls, who may aspire to be confident and

dominant. Teenage girls may find her role model gratifying in this it helps them

create a sense of personal identity (Blumler & Katz), teaching them how to be

attractive and in control. Beyonce's costumes are very provocative, revealing her cleavage and exposing her

thighs. The "skimpy" and "sensual" costumes may appeal to the sexual desires of

young men. However, it also provides a model of behaviour for young women

who want to know how to look appealing.

Beyonce is seen taking the wallet from a man, and he appears powerless and

doesn't protest. This appeals to young women's desires to be in control of men.

The video features a range of interesting and attractive fashion. The fashion may

appeal to women's desire to look attractive, but also to express themselves

through their clothing.

Beyonce uses many sexual poses and dance moves. The dance moves may appeal

to men as it may offer them some sexual arousal (Blumler & Katz).


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Beyonce takes the wallet from the man, showing she has ownership over

the man. The man does not protest symbolizing he is scared of her and

she is in control. This subverts the stereotype of women being passive

(John Berger). The audience are made to think that women are sexy. This

is portrayed through the fact that Beyonce is in control of two Hyenas

(wild animals renowned for being hard to control) - suggesting again that

they are dominant. Also the mise-en-scene of the video is showing the

world in a post-apocalyptic state which could suggest that the answer to

the lyrics Who run the world? was men and that they screwed up and

now women are in charge trying to sort everything out - equilibrium anddisequilibrium.

The use of the Egyptian headdress suggests that she is powerful, this

positions the audience to think of her as a modern day Cleopatra and

being in control.


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Representation

However realistic or compelling some media images

seem, they never represent the world directly. They are

always a construction, a re-presentation, rather than aclear window on the real world

Some media re-present certain images, stories and

situations which might make them seem

natural/familiar.



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Stereotypes

What is a stereotype?

What are common stereotypes of men and

women?

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Stereotypes

What is the traditional male stereotype?

Appearance

Personality



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Male Stereotypes



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What is the traditionalfemale stereotype?

Appearance

Personality



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Stereotypes

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Female Stereotypes



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Stereotypes

How are women/men represented in the musicvideo?

Does this reflect the world we live in?

How does the Music video reinforce or subvert

female stereotypes?

What thoughts might a woman/male have watching

this music video?LOWhat information needs to be included in a


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Stereotypes

How are men represented in the music video?

Does this reflect the world we live in?

How does the advert reinforce or subvert male

stereotypes?

What thoughts might a woman/male have watching

this music video?



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Stereotypes

The media plays a strong role in constructing gender

roles.

Most product invoke gender identity, allowing

notions of femininity and masculinity to provide ameaningful system of difference that helps products

to be associated with particular gender

for example; men = shaving, driving fast cars, having

hearty appetitesjuxtaposedagainst women =applying make-up, in the home, eating lightly



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Stereotypes

How are females represented in the modern world?



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How are females represented in the modern world?

Stereotypes



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Storyboards improvements

Narrative

Shot length

Missing details

Lack of accuracy

Thriller conventions

Trailer conventions

Comments link to target audience

Music Video Beyonce Audience & Representation

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