Tuesday, 20 December 2011

JR - Question 1

Using Goodwin’s critical framework we can identify the features of a music video, and see if our project can be classes and a music video. Firstly Goodwin’s framework looks at the genre characteristics of the video, our genre is Pop, this is where Bruno Mars would be placed therefore we based ours upon this genre.


In our video, we have most of the primary characteristics of a pop music video, mainly those of Bruno Mars, these are; a leader singer who has most screen time, however there is also a narrative alongside the performance. The use of close ups are also widely used in the genre of pop as the artist is selling themselves in an advertising manner. 
The next feature of a music video is if there is a relationship between the lyrics and visuals, in our production there is a clear correlation between the lyrics and visuals, for example a set of lyrics ‘Let’s just run girl’ with this we use a visual of the singer singing the line and had a fade over of the girl running. The visuals are seen to be illustrative as most of them represent the lyrics, however there is a key focus on the love and passion felt throughout the song, so with this we placed a ranged of images of relationship based narrative.
In a music video the record label demands will include; the need for many different close ups of the artist; and that the artist may develop motifs which recur across their work this could be anything from tattoos to a rebellious attitude, however in our production the visual motif is not of the same as the real artist of the song, Bruno Mars is known for his big hair style, ray band sunglass and trendy hat wear, but with our interpretation we took this image and created our own smart version of Bruno. We decided to dress Loui (Our Bruno) is a smart blazer with a casual pair of coloured jeans, this gave an indie feel to our piece with fell away from the norm of pop culture, we got this idea from another Bruno Mars video ‘Grenade’ in which Bruno is dress very smartly pulling alone a piano.















The notion of looking is to see the artist through another form within the video itself (screens within screens, through a mirror etc). In our production we did not have any notion of looking as it was not a conventional factor to a Bruno Mars song therefore we felt it would be inappropriate to place a notion of looking into our video. However our video is voyeuristic in that it has a large amount of hegemonic-relationship with a boy meeting a girl, falling in love and running off together to get married, a very stereotypical concept to society.
Our production is Narrative/Performance based as we have a strong narrative of a couple running around having fun and the artist performing in an internal location which differs from that of the external locations of the romance. The representation of the couple can be seen by a large variety of different angle and shots with this we created a narrative which people could relate to, to which followed the concepts of which other Bruno Mars video took suit.

Our media production can be seen to connote love and romance in the different shots of stock animation creating a heart; this is also symbolic in that it allows the audience to feel to relationship between the girl and boy. The text is polysemic (Stuart Hall, 2000), in that it is closed to interpretation due to strong lyrics about relationship and being together with the one you love ensuring that the audience feel the same message throughout our performance and narrative. Also in our production it can be seen that there are several binary opposition (Levis-straiss), these are: boy and girl, outside and inside. Using semiotics to deconstruct the text, we can see that we have symbolic coding with the heart and also one lexical sign at the beginning where we used stop animation to spell out ‘marry me?’.



We have a large amount of iconic signs mainly love hearts with signify the concept of love and marriage which is represented in the girl being in a white dress and veil which enforces this connotation of marriage and love.

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