Three theories application - Florence and the Machine - What kind of man

To explore the three theories we researched, we applied them all to one music video. Here is the music video:

And here is the powtoon explaining how we applied the theories (Change to 480p!):

Three theories task

Today we were given three relatively new (to us) theories to research. Here is what we found:

Hypodermic theory

Use and gratification

Reception theory

Narrative theory - Music video - Pool - State of mind

Propp

The hero of the narrative is clearly the girl, even if it can be argued she is anti hero due to her almost villanous job. By the end however she is most definitely the hero, as shown through low angle heroic shots. The young male character is actually an countertype to the 'princess' role, as is the female being the hero actually, as the role of the princess is typically a woman. This represents the band as being different and willing to make a statement about sexism and how everyone should actually be equal, a very positive image for the band. There is of course a villain, who is quite stereotypical due to his grim setting and costume along with his motives. It could be argued that the villain is also the dispatcher as he sends the hero on her journey that changes her to become a true hero. 

Strauss

There are two opposites presented in the video, first of all there is the heroic woman and princess like man, not only opposite because of gender but also because of their power levels. The other opposite is of course the classic hero and villain dynamic, shown through cross cutting between them and the conflict also. 

Todorov

Todorovs circular narrative theory fits nicely to this video. The equillibrium can be one of two things; either the woman going about her job as usual, or the man sitting peacefully at home. The disequillibrium is then either when the man is kidnapped or when the woman sees what the villain does to the man, both events that are negative and set in place the next steps. Realisation comes when the woman stops her car and realizes that what she is doing is wrong, which leads to her to the attempt to repair stage in which she kills the villain and saves the princess. For the new equillibrium, the shot at the end of the video showing the woman and the man at an equal level signifies that they are partners now, and will work together. 

Barthes

The enigma code can be applied to this video as halfway through the video it seems as if the hero is just going to walk away, so the audience has no idea what will happen next. The cultural code can also be applied as the video presents a countertype to typical gender roles, so it is testing the audiences morality on if they accept it or not. 

Narrative theory - CD cover - Courteeners - Concrete love

Propp

The band are portrayed as being heroic due to the clear clouds and the white shirt of the lead singer of the band which makes him look more significant than the others. The lead singer also appears more heroic due to the fact the other band members are wearing dark clothes which emphasises the angelic lead singer. The other band members look like helpers who are helping the hero on his quest but are not as significant as the lead singer and this is shown by the fact that they arent wearing pure white like the rest of them and implies they could potentially be the 'false hero'.

Strauss

The only binary opposites shown here could be bad vs good. This is shown because the lead singer is wearing a white shirt which connotes purity, good and innocence, this contrasts the other band members who are wearing dark colours which shows them to be less angelic and potentially bad.

Todorov

The original equilibrium is the band being united and together and the disruption could potentially be that the other members are not as angelic or on the side as good as the others. It could also mean the fans have a 'favourite' which is the lead singer and this could cause conflict and affect the bands relationship.

Barthes

I think the code in this CD cover is the symbolic code as this is where the audience assumes that a character dressed in black is evil and forms expectations of their behaviour on this basis. This fits this cover as the other band members are dressed in dark colours which people may associate to be menacing and evil when actually they could be on the side of good and this may be a misconception.

Narrative theory - Album poster - Oasis - Be here now

Propp

The band are shown to be the heroes as they are making a statement and appear to be cool and heroic to their fans. The villain could be anyone who tries to get in the way of the band and criticise them and in this case they might be the owner of the car.  

Strauss  

The binary opposites here are quite obvious, there is the Rolls Royce car in a pool which contrast as the water is ruining the car, another opposite is the band and the setting of the album. There is an opposite of rich vs poor or well off vs less fortunate, this is because the picture shows materialistic things such as a big house, expensive car and a massive garden with a pool and the band are more stereotypically associated with not having a lot of money, just getting by and being unfortunate which is a stereotype associated with the indie genre.  

Todorov  

The normal and original equilibrium would be the garden to be immaculate and everything to be perfect and in place, the disruption is the Rolls Royce in the swimming pool which shows the band causing controversy but being 'cool'. As there does not appear to be any  resolution the new equilibrium is that the car can stay in the pool and that the band have succeeded in making a statement.  

Barthes  

The main code seen in this album poster is the semantic code as the audience is directed towards an additional meaning by the way of connotation, for example, you would see this and think who did it is an idiot and stupid but it actually portrays the band to be cool and very rock and roll.

Album poster analysis - Arctic Monkeys - AM

The name of the artist is Arctic Monkeys, which is quite a quirky and fun name. The 'Monkeys' part connotes mischief, relating to the idea of a 'bad boy' schematic going on within the band. The name overall is unusual and different, perfectly conforming to the genre. The lettering is best described as bold and curvy, connoting that they are a confident and well established band with a recognisable name. The curve in their logo connotes them as being quite easy going and friendly, attracting an even wider audience. None of the band is present in the poster, which further connotes that the band is well established and does not need to be seen as everyone already knows who they are. The caption 'the new album' further supports this too, as it infers that this well-known band receives a lot of attention with each new album release. The dominant image is the radio wave logo, connoting that the album will consist of smooth indie music as it once again curves like the band logo itself. The 'AM' is also in the middle of the waves, connoting that the band is at the heart of the music itself. The title of the album is 'AM' which stands for the band’s name Arctic Monkeys, again conforming to the idea that they are so beloved they can even entitle an album after themselves and sell well. It does bode a sense of being obnoxious, but this adds to the bands persona, especially the lead singer Alex Turner. Dominant colours are black and white, which could signify that this album will be a 'classic' for them. The target audience for this poster would be fans of the band as they will recognise it straight away and almost teases them with the lack of content, although the radio wave visual is also quite eye catching and would attract anyone attention. 

Album poster analysis - Florence and the machine - Lungs

The name of the artist is Florence and the Machine which connotes the band as having one lead artist (Florence) and also connotes and signifes the music will be somewhat of an ensemble and that the music is seemingly produced from a machine of music, signifying it will be of good quality.The font is best described  as being lighthearted for the actual artist logo, connoting them as being relaxing and friendly which is of course positive. The font for everything else however is quite proffesional and in your face, which creates this image of the new album being bold, fresh and of a 'big' scale. The fact that the poster states the album is avaible on CD, Deluxe CD, vinyl and digital signifies that the artist is comfortable with the proliferation of hardware and actually shows the artist in a good light as they appear to want to please everyone with the different formats and are not afraid to move forward with the rest of the world. The physical appearance of the star is her lying down on some kind of nature background. The fact that she is lying down and her arms are quite open connote her as being laid back and light hearted, which is very appealing to the audience. Her eyes are closed and she is facing away, connoting her as being either shy or in deep thought which could reflect the music. Her costume is a lacey and frilly top that seems to look of high quality so she is represented as not only easy going and friendly but also classy, a positive image for the artist. The flowers and general nature behind her also connote her positively, signifying she is one with nature and almost presents a 'mother nature' type image. Of course the one thing that stands out is the visible lungs on the artists chest. Although quite a graphic image, it is positive. It signifies that the artist is being open through her music to the audience, creating a strong relationship and connoting that she has nothing to hide. The lungs could be argued to be the dominant image, although Florence's face also is dominant which signifies her as being the lead and the focus of the album. The title of the album is 'Lungs' which connotes life due to breathing, signifying what the album may focus on. The dominant colours include red, pink and white which are all generally positive colours that link to life, love and nature. The target audience for this album is most definitely fans of the artist as she is plastered onto the poster dominantly although the abstract lungs image will also attract an audience looking for 'different' music. 

Album poster analysis - Blur - The great escape

The name of the artist is Blur, it used to be 'Seymour', however, Food records said they did not like the name and it would need to be changed in order for them to be signed. They then changed the name to 'Blur' which Food liked and this connotes that they were open to change and were willing to make sacrifices in order to push their careers forward and be successful. The font/lettering is best described as quite subtle as it isn't direct in your face and the font isn't directly in the middle of the poster, this connotes that the band are more interested in the image than their own name which is different for this genre as most bands are seen as arrogant and self centred. The physical appearance of the stars are not present in this album poster and this shows that the band do not sell their music on the artist's appearance and that it is all about the music which is common with this genre indie.

The dominant image within the front cover is a speed boat and someone's legs above water as if they have just dived in, this suggests that the band are fun and do cool adventurous activities such as hanging out with their friends and diving. It also shows the people smiling and having fun which shows the artist in a positive light and to be nice people. The title of the album is 'The Great Escape' and this signifies that they are escaping from something either good or bad, the band says that majority of the album was about loneliness and depression so therefore it could be about escaping these negative emotions and moving on to fun and happy things which is shown by the image on the poster.

Dominant colours is blue and a bit of white and this connotes faith, confidence and wisdom but also a clear mindset which can be related to the meaning behind the album and the title. The blue of the water also connotes cleanliness and this may be also cleanliness of the negative vibes associated with the music but also the creation of more positive atmospheres and meanings. The white shows innocence and purity and again cleanliness which all relates to them 'escaping' from a dark place in their lives and moving to a more positive future. The artist fits into the genre of Indie as most artists from this genre are associated with a dark past/place to do with drunks, drink and loneliness and these messages are shown through the album title and also the meaning behind the songs on the album.

Album poster analysis - Oasis - Be here now

The name of the artist is Oasis, the band member Liam Gallagher suggested to change the name from The Rain to Oasis from an 'Inspiral Carpets' tour poster in his room that had a tour venue at a place called Oasis Leisure Centre. This connotes they are influenced by other artists and were always thinking about how to improve their band including the name. The font/lettering is best described as mixed as the band name is quite bold and in your face but the other lettering is quite subtle and small; this connotes that the band's name is the focus of attention and that they are the main point of the poster. 

The physical appearance of the stars is not present in this poster, however, although you cannot see the band the image is quite dominant and says a lot about the band. The dominant image is a Rolls Royce in a swimming pool, this is a huge statement and shows the band to be rebellious and very rock and roll. Fans of the band may also portray this as being cool and breaking rules which is typical of this genre of music. The title of the album is 'Be Here Now' and this signifies the demanding side of musicians potentially when their fame has got to their head, this is supported by the image that shows the band to be slightly arrogant and careless which can be related to the album title.

Dominant colours include bluey green tones and these connote growth, freshness and stability which can all be associated with the band in a positive way. The colours are quite natural and bright which symbolises a positive atmosphere and wisdom. The artist fits into the genre of indie rock and this is signified by the dramatic image of the poster which shows the band to be rebellious and making a statement which is a stereotype associated with this genre of music as the band appears to have a don't care attitude. The target audience for this album poster is teenagers/young adults and it is appealing to them as they might view this to be cool and interesting whereas adults may find it stupid and annoying but young teens will look up to the band for being different and making a statement.

CD cover analysis - Miles Kane - Colour of the trap

The name of the Artist is Miles Kane. This is significant as he was a former singer in bands The Last Shadow Puppets, and The Rascals, and now broken up, he uses his own name to promote his music. This could connote that his music is now better from just him as he is promoting himself by using his own name. This is also significant as fans of his previous bands will recognise his name and listen to him.

The font/lettering is very dominant on this album cover as it is the only colour on the whole cover, and although pale purple/pink, it draws the attention of the listener as it covering the artist's body which is significant as people may not recognise the artists face due to being in a band previously, so therefore this lettering over the artsist's body is helping him get recognised.

The physical appearance of the artist is him sorting his shirt, looking very laid back but also into the camera which creates a more intense relationship with the audience as it feels like he is looking at you.
The dominant image on this cover is the artist. It is in black and white with low key lighting which signifies mystery, this is significant as the fact he is releasing a solo album means that there is question into what genre he will appeal to.

The album, titled Colour Of The Trap, was released on 9 May 2011.
The CD is on the label: Columbia, and is produced by Dan Carey, Dan the Automator, Craig Silvey, Gruff Rhys, this is significant as it is a well known label this connotes that they have good support from big conglomerates that will help them sell their music and albums with financial security and backing and producers and will therefore attract followers.

CD cover analysis - The Stone Roses

The name of the artists is  'The Stone Roses'. Several stories later emerged suggesting that the band had initially been called 'English Rose' or that the name was somehow linked to The Rolling Stones,  but these were untrue, Brown explaining "No, I don't know where that English Rose story came from. John thought up the name 'Stone Roses' - something with a contrast, two words that went against each other. This connotes British as if inspired, the rolling stones were famously British and a key aspect of British culture.

The font/lettering is very bold,in capital latters which is very in your face, and is a greeny/ yellow colour which connotes grunge. The colours also stands out from the coloured paint and the yellow lemons which attracts your to it and therefore makes you remember the artists name.

The star/band are not on the album cover which is significant as it shows that they are all about the music and are not selling their music on their appearances

The dominant image within then front cover is paint splashes with lemon segments. This is significant as the lemon and paint is famously associated with the band. This makes the album cover automatically more appealing as the audience will see these features and automatically know who the album is by before even seeing the album title, or artists name. As with most Stone Roses releases, the cover displays a work by John Squire. It is a Jackson Pollock-influenced piece titled "Bye Bye Badman," which makes reference to the May 1968 riots in Paris. The cover was named by Q magazine as one of "The 100 Best Covers of All Time." In the accompanying article, Squire said: "Ian [Brown] had met this French man when he was hitching around Europe, this bloke had been in the riots, and he told Ian how lemons had been used as an antidote to tear gas. Then there was the documentary—a great shot at the start of a guy throwing stones at the police. I really liked his attitude." This story was also the inspiration for the lyrics to the song of the same name. The background of the piece is based on the Giant's Causeway in Northern Ireland. The band visited the causeway while playing a gig at the University of Ulster in Coleraine.

The titles of the album, is the same name as the artists, 'The Stone Roses'. This is significant as the band is promoting themselves through their name and is very important to them. Also the fact the album is called the stone roses makes people talk about it a lot more as instead of calling the album a name, an audience has no choice but to talk about the artist.;

Dominant colours include the green and yellow which signifies grungey feel to the album. Also the Red, Blue and White colour stripes on the front cover is patriarchal as it connotes Britain and the fact they are a British band makes it fit into the indie genre a lot more.

The CD is produced by Martin Hannett, who worked with Joy Division, New Order, this appeals to the audience as the producers has worked with bands of a similar genre of madchester, which now fits into the indie category.

The record label was universal which appeals to an audience as this is a big record label and connotes success.

Attitudes and values associated with this genre include hooliganism, drugs, alcohol and crime.

The target audience for this is teenagers/ young adults probably 15-30 as violence and hooliganism is associated with this music.

CD cover analysis - Oasis - What's the story morning glory?

The name of the artist is Oasis, the band member Liam Gallagher suggested to change the name from The Rain to Oasis from an 'Inspiral Carpets' tour poster in his room that had a tour venue at a place called Oasis Leisure Centre. This connotes they are influenced by other artists and were always thinking about how to improve their band including the name. 

The font/lettering is best described as quite simple and is portrayed as a title of the album rather than being in your face and very bold. This connotes that the actual album artwork is more important to the band then just showing the title and the name of the album. 

The physical appearance of the star is quite hidden as the stars back is facing the camera so you cannot see facial expressions or much costume. He is wearing a casual jacket and dark jeans which connotes he is relaxed and chilled which is typical of the indie genre. There is another man on the cover and he is facing the camera, however, the image is slightly blurred so you cannot make out his facial expressions and cannot see how he is reacting to the star who is walking aside him. 

The dominant image within the front cover is a street with many shops, however, it looks empty aside from the two males walking in the middle of the road who are crossing paths. There is high key lighting due to the sunny day and also a street lamp that is lit up on the street, this suggests a positive atmosphere and also makes the connection between the two males more significant as there is no one else around them. 

The title of the album is '(What's the Story) Morning Glory?' and this signifies the use of drugs and can be a reference to morning glory seeds which are said to have hallucinogenic effects. This indicates that the band are familiar with substances such as drugs and also reinforces the stereotype that indie bands are obsessed with sex, drinking and drugs. 

Dominant colours include blue, yellow and green tones which appears quite cold which fits with the title of the album as the 'Morning' is associated with cold air and morning dew etc. The colours are quite earthy and these connote the artists relationship with the world and their surroundings which is shown by the artwork also. 

The CD is produced by Owen Morris and Noel Gallagher, this appeals to the audience as Owen Morris is a well know producer who has worked with other artists similar to Oasis such as the Verve, he has also produced other albums from Oasis such as 'Definitely Maybe' and this would appeal to the audience as they may be familiar with his other work and may appreciate him and know he is talented and works with good artists. Also, the fact it is produced by Noel Gallagher would appeal to the audience as it shows the band are working on all aspects of the album and are dedicated to making it the best they can.

The record labels include Sony Music and Columbia, this connotes that they have good support from big conglomerates that will help them sell their music and albums with financial security and backing. The fact that well known record labels have signed them also shows that the band must be very talented if they have backing from labels like that.

The artist fits into the genre of indie and this is signified by the costume and appearance from the album cover, the long hair of the artist and the casual clothes of an oversized jacket and dark jeans are conventions of a typical indie band. The simplicity of the album also signifies the indie genre as they tend to keep things simple and not over the top of dramatic like other genres e.g. pop. The simple colours are also evidence of this as they are not bright and in your face like other genres may be. Attitudes and values associated with this genre include drugs, sex, alcohol and heartbreak or depressing love stories. The indie genre is also associated with dark clothes usually leather jackets and long hair including sideburns that is considered fashionable. 

The attitudes of indie genres are also that they don't care about many things and nothing phases them much, they just care about music and there fast pace lifestyle. 

The target audience for this CD cover is teenagers or older male men, the cover is appealing to this audience as the band have developed a 'fan base' mostly from teenagers who are now becoming more familiar and fond of the indie genre particularly those from the 90's. 

I would think older middle aged men as they might find the artists and the album cover relatable, from the message behind the album but also the appearance of the band and also their morals and lifestyle. 

CD cover analysis - Courteeners - Concrete Love

The name of the artist is Courteeners, which already appears quite different and unique which helps signify it belongs to the Indie genre. The font is best described as being neat and almost posh, connoting that this band is of high quality and perhaps may not be as dark as other Indie bands can be. The band is shown in a low angle shot which once again represents them as being of high quality and powerful. They are all walking forward which could connote their career is moving forward into something new, and are also walking towards the camera which connotes that they are closer to the audience than ever before. They all have quite serious facial expressions which fits the genre and signifies the mood of the music, although white clothing is present which creates quite a positive atmosphere. The dominant image within the front cover is the artist, this connotes that the attention is on them and that their physical appearance is what sells the music. Their is also a blue sky with a few clouds which signifies a positive atmosphere due to the natural lighting which insinuates that they are angelic. The title of the album is 'Concrete love', this suggests that the music will be about love that is solid and strong, which is quite positive and conforms to the positive atmosphere the cover has presented so far. One of the dominant colours is of course blue, which is actually quite positive and connotes positivity especially when it is the sky. Another dominant colour is white, which definitely connotes positivity and purity, showing the artist in a good light. The CD is produced by Joseph Cross, which appeals to the audience as he is a very successful producer and has had a strong relationship with the artist for years. The record label is PIAS co-operative, a respected and experienced record label with a trustworthy background. The artist fits into the genre of Indie as their costume and overall look conforms to the standard look of an Indie group and their name is quite 'out there' and different, as the Indie genre typically strives for. Attitudes and values associated with this genre are quite moody and deep, although this cover seems to counter that. The target audience for this CD cover is fans of the band as they are the main focus and fans of the Indie genre in general as it conforms to a lot of the conventions of said genre. The cover is especially appealing to fans as it displays the band in an attractive and powerful way. 

Analysis of music videos - The Courteeners - Why Are You So In Love With A Notion?

Use of camera

There are various camera shots used in this music video, there are mostly close ups and extreme close ups of the couple and their life together and facial expressions; e.g. close ups of cigarettes and alcohol shows their type of lifestyle. There are also close ups of Liam Fray the lead singer of the band this could be due to the fact he has a personal fan base away from the band and this will accentuate his relationship with the audience. Medium close ups and long shots are also used to show the band which connotes they are united together and want to show the audience that they can play instruments and are talented musicians.

Pace and rhythm of editing

There are many montage clips of the couple and their lifestyle involving drinking and partying which can represent their fast pace lives. The video is also set in black and white which can signify it is all in the past and maybe this is a relationship which has now ended? There is a lot of significant editing towards the end of the video where the clips rewind and go from end to start which supports the idea of someone thinking back of their past relationship. The beat of the music is fast pace which is parallel to the music video which makes it fluent and easy to follow.

Genre ingredients

As the song and video is based upon a love story this is reinforces the ideas that indie music is mainly about love and heartbreak, but also another code and convention that indie artists are obsessed with illegal substances such as drugs and having crazy lifestyles which is shown in the video.

Audience and text

The audience do have a connection with the artist and this is to maintain the current relationship between the band and their existing fan base and this is why you see a lot of the band throughout the video and it is neither dominated by narrative or performance. The video keeps the audience engaged and connected in the couples relationship and this can create enigma as the audience are interested in the young couple's lives.

Type of video and lyrics

The video is a hybrid of performance/band and narrative, however, it is mostly focused on the narrative and the story of the couple potentially because the video is essentially a visual image of the lyrics which is very much about a love story which may be relate-able to the viewers. This band in particular clearly sell records from their music but also because of their appearance and their appealing 'look'.

Analysis of music videos - The Stone Roses - I Wanna be Adored

Use of camera

For use of camera there was mainly medium and long shots of the lead singer Ian Brown and the rest of the band as the video is all about the performance and has no narrative or story underlying it. The beginning of the video is a pan across a desert like setting and you can see the band walking through and this creates enigma and shows the band are not all about fancy backgrounds as they keep the video simple which draws more attention to their music which is what sells the band rather than their appearance and fancy videos. There are close ups of the band individually and also long shots of them together to show they are united but also are individual and have their own personality, this is emphasized by several zoom ins.

Pace and rhythm of edit

The pace and rhythm is parallel to the music and the dancing of the lead singer syncs with the pace and rhythm of the editing. There is cross cutting from the lead singer to the band and also to the setting which shows a relationship between the singers. There are also many jump cuts which fits the song and the video is fluent with the pace and rhythm. The colours are also purply tones and earthy tones which is very plain and this is a good alternative to a coloured video for an indie genre as it doesn't distract from the band.

Genre ingredients

This video fits with the genre of a typical indie band and video as it is all about the band and the music as the only images you see is the band, there is no story or message in the video and there is no visual imagery to represent the lyrics either. It is slow and serious which connotes a negative atmosphere and is typical of an indie band as they are known to be depressing and sad.

Analysis of music videos - Florence and the machine - What kind of man

Use of camera

At the start of the video, in the car setting, there is a two shot of the man and the woman which clearly establishes a relationship which is vital to the narrative. A contrast in shots is also apparent when one shot shows the weather being bliss and nice, whereas the following shot presents the audience with a much more grim weather setting, signifying disequillibrium. Like many other narrative music videos, close ups are used throughout on the centrail character to highlight their importance.

Pace and rhythm of editing 

The first flashback is initiated by a jump cut to a shot consisting of low key lighting which not only contrasts the previous shot to show the difference but also signifies this flashback is not going to be a positive one. The flashback is also very roughly edited, on purpose, to further signify the negativity of said flashback. The pace of the video generally increases as the pace of the music does, linking them both.

Genre ingredients

Dark narratives is a big part of the Indie genre, and this video is no exception. The start of the video includes a white costume and high key lighting which tricks the audience into thinking it is going to be a positive video but the hope is quickly torn away, introducing the dark narrative. An aspect that seems to come up a lot in this genre is a change in a character. Once again we see a change in the central character of the narrative, which automatically creates a character arc that is interesting and worth watching. Something that did seem out of place however is the fact that the singer is actually playing the central character. In Indie genre videos, the performer will usually be performing in the video or make a small cameo, but not in this. Abstract movement is also included, which conforms to the idea that the Indie genre thrives on being different and unique. 

Analysis of music videos - Arctic Monkeys - Why'd You Only Call Me When You're High?

Use of camera

The camera shots are mostly focused on the main character which is Alex Turner; the lead singer of the band. Aside from a few medium shots of his friends at the bar, there are mainly close ups and medium close ups of him and a few friends at the beginning but majority are of him on his own to show his facial expressions. The camera appears to be hand held due to the fuzzy and unstable clips which can signify his mind-set after having drugs and alcohol in his system, the camera ability represents his brain functioning which appears to be shaky and on edge.

Pace and rhythm of editing

The character in the music video is stumbling to the pace and rhythm of the music which is slow and shaky, yet again to resemble his mind-set and thoughts. There are lots of straight cuts to create verisimilitude and to bring the video to life, alongside this there is loads of cross cutting from Alex and to the images he thinks he is seeing, this emphasises how he is not in a stable state and adds to the narrative.

Genre ingredients

The indie genre is represented within the video as it has a very original and 'individual' style, not your typical music video from any type of artist. The appearance and costume of the lead character also reinforces codes and conventions of the indie genre as he has slicked back gelled hair and a black leather jacket that is commonly associated with the indie style. The video is based on drugs, alcohol and sex which are a theme that runs throughout many indie bands and is associated with the indie genre.

Audience and text

The video can create a close bond between the main character who is also the lead singer of the band and the audience, also the video would be appreciated by the existing fan base of Alex Turner as practically the whole video is focused on him and the close ups makes it more personal as you do not see or connect with anyone else. There is no performance in the video or many clips of other members of the band which shows they sell their products on the basis of their sound rather than their appearance which is different to other boy bands from genres such as pop.

Analysis of music videos - Pool - State of mind

Use of camera

There is a variety of long shots and close ups in the opening of the music video to create enigma as to who the character in the shots is. Once the character is revealed, she is mianly presented through low angle shots which clearly connote her authority and power. Not only is she powerful but the audience is also expected to follow and support this character through the use of pan shots that track her, making her the centre of the narrative. Close ups are also inevitable for this main character, only emphasising her importance even more so. Perhaps the most interesting use of camera in the video is towards the end when the female is presented in a low angle, then the male potential love interest is presented in a high angle shot, connoting their power levels. However an equillibrium in terms of equality is given when in the next shot they are shown in the car together at equal level through the shot.

Pace and rhythm of edit

As mentioned before, a mini montage is put together at the start of the video to build up to the characters reveal, however in this moment there is also another significant feature; the music begins once the character has been revealed, connoting that the music is focused on her and she is at the centre of this journey and video. Jump cuts are effectively used in the kidnapping sequence, to display a routine of sorts for the female, offering an insight into how her life usually plays out. This makes the change in her character later on even more significant. Cross cutting between the villain and the hero puts Strauss' binary opposites theory to use, and also establishes a connection between multiple characters, especially the male and the female who are together at the end. Cuts match the music in this video which is common but also strengthens the significance of the music to the narrative. The pace of the music increases when the narrative starts to become intense and dangerous, strengthening the connection further. Slow motion is used effectively towards the end of the video to signify that the central character is taking time to reflect upon herself, leading up to the monumental change in her character that leads to the re-equillibrium.

Genre ingredients

In the Indie genre, dark and unusual characters are often involved. This relates to the idea that Indie is there to be different and unique, but also quite deep and brooding which offers a sense of realism for a lot of the audience. This is no different in this video, with the central character not only donning a dark costume but also incredibly dark characteristics. The character is not the only dark aspect of the video, with the narrative overall being dark with only a hint of hope right at the end. This differentiates the genre from most others, which can be argued to be its main aim. Another aspect that presents the video daring to be different is the countertype in which a woman is kidnapping a man, whereas in most forms of media stereotypically the man would kidnap the woman. Even though the resolution isn't exactly complete happiness, a resolution is quite rare in this genre. 

Music videos - Initial research

In today's lesson we looked further into music videos and conducted more research into three different types of music video; illustrative, hybrid and disjuncture.
Here are some initial ideas and notes from the three videos we watched and began to analyse.

The first video is 'One direction - Steal My Girl'


Summary

For this video we discovered that there was many long shots which show the band and the people in masses to connote the band are united and strong. There are also a lot of close ups of the band individually, this is because with a pop genre and particularly with boy bands its not so much the music that sells the song/artist it is the appearance of the band that encourages people to buy and watch it. As boy bands have crazy fan bases it is essential to show all the members together but also individually as the fans are likely to have a 'favourite' member of one direction and so the use of camera is significant in creating a relationship between the audience and the band. This is portrayed also through the use of cross-cutting between the band individually and together. This music video is  a disjuncture as the lyrics are quite sad about someone stealing his girl which you would associate with jealousy and anger but the video is happy and lively which contrasts the lyrics.

The next video we looked at was 'Ed Sheeran - The A Team'


Summary

This video is very much illustrative and has a strong story/narrative behind the song which is presented in the music video and is relevant to the song. There are not many shots of the artists which shows they are not important and do not sell their music on their appearance but on their music and this is powerful as it shows the message behind the song is more important than the artist which says a lot about the artist. There are lots of close up of the main character which creates a connection between the audience and the girl in the video as we sympathise for her due to the close and uncomfortable shots of her crying and even prostituting herself to finance her addiction. There are many time lapses in the song which shows she is the focus of the song and video and are many straight cuts to create verisimilitude. It is clear the video is message driven and has a lot of intimacy and is quite dark which is typical of an indie artist.

Finally is 'The Editors - Smokers Outside The Hospital Doors'


Summary

This video is a hybrid and has a very even mix of narrative and performance, the narrative side is mostly hand held which signifies rough and unsteady which can resemble the girls mental health. There are medium close ups and close ups of the band performing with their instruments which connotes them as talented and dedicated. There are elements of a montage sequence with lots of straight cuts. Due to the narrative side of the video, there may be personal messages throughout the video that relate to the band which maybe only their fan base will understand.