The Heat-Jeremiah Jea (2014) Music video Directed by Ounce UK: Warp Available at https://www.youtube.com/watch?v=vI3jU4_vHj0 [19/9/14]
A) The purpose of this audio-visual product 'The Heat' by Jeremiah Jea is to entertain the viewer, sell products, and share their story and to self-promote.
B) The form this audio-visual product takes is a music promo.
C/D) All audio-visual products are designed to create a preferred reading to the viewer. The preferred reading 'The heat' by Jeremiah Jea is about coming from Nothing' to something' without any help but yourself it’s about never giving up, This is stereotypical of this genre of music (Rap (or that’s my interpretation at least)
There are several aspects of mise en scene;
Location/Iconography
The main location the music video 'The Heat' was filmed was the roof however this wasn't the only place; it was also filmed in a house (party going on) and on a street with graffiti. All of these locations suit the style and stereotypes of rappers (Risk-takers, Criminal). This indicates that Jeremiah Jea's acting fits the typical stereotype rappers are given (Criminal/Crooks). However to Jeremiah Jea this is just a persona that is forced upon rappers. Furthermore this gives him an appearance of a stereotypical dominant male, which is again another reason the star persona, fits the genre of rap. (Richard Dyer, 1975)
The clothes or more likely costume Jeremiah Jea is wearing throughout the music video promotes the typical stereotype of how rappers are seen as the denotation is he is wearing joggers, hoodies, trainers and hats/caps which promotes his persona as a rapper and this represents the youth of today as criminals as they're seen as troublemakers, However this means that the youth and young adults will relate to them and they will hit their target audience. This again shows him as a stereotypical dominant male to the typical stereotype of the subordinate female. (John Berger, 1972 men act and women appear).
The iconography of the props used within the video to enforce Jeremiah Jea 'star persona’ (Richard Dyer, 1975) is the cannabis he appears to be smoking, the clothes/costume Jeremiah wears and the alcohol all of these props again enforce the star persona that he portrays as the dominate male (criminal) that’s associated with the youth today and rappers.
The gestures that Jeremiah Jea uses are the usual hand gestures/facial expressions and body movement you would expect of a rapper as they are seen commonly in rap videos as they are aggressive hand gestures which again supports the assumption of the stereotype of a dominate male and the star persona that comes with the lifestyle (Richard Dyer, 1975). However it is because of the star persona and how they act to get it with the aggressiveness that attracts the audience (viewers) to the artist and it’s because of how they are recognised as part of society that allows them to work in the genre of music so easily.
The lighting and colour effects have been used to in the video 'The Heat' by Jeremiah Jea to create atmosphere of different types, for the majority of the video Jeremiah is on the roof denoted in natural light (High key lighting) however it does criss-cross between low key and high key as Jeremiah in one scene is in a small studio room with no windows and just a dull light to create a tense atmosphere and the colours also vary. For example when he is in the party scene with the flashing lights and different effects create a mixed atmosphere. Another effect he uses is Black & White, which again creates a tense atmosphere. This is typical of rap videos using effects like Black & White, Flashes of light, criss- cross and both High/Low key lighting to change the viewer’s emotions. This also enforces the usual star persona that goes with the genre rap (dominant) as they use the effects to attract attention to the singer, as he or she is the main attraction because of how they are perceived an enigma.
Camera angles)
This brings us to camera angles, types and movements as this helps to connote the narrative. For example at the 6th second to the 10th second they use a mid-shot (Dutch) to show the background (deep depth) and to connote Jeremiah as an ideal self and partner (Carl Rogers, 1980) In this scene they also use shallow depth which is where the foreground is in focus (shallow depth) this creates the feeling that Jeremiah is the center of attention which again connotes the idea of Jeremiah being the ideal partner and ideal self (Carl Rodgers, 1980), Another example of a camera shot is at the 14th second mark which is a close up of Jeremiah to represent Andrew Goodwins theory from 1992, They also show the close up from a canted angle made to look like a high angle as Jeremiah is angled this way while looking directly at the camera to create voyeurism which is where your create the effect of being watched and getting pleasure out of it by doing it without their knowledge. Another example would be the camera movement at the 20th second to the 25th second where Jeremiah is walking and the camera is following him. This is a tracking shot which help you relate and empathize with the viewer as well the fact that throughout the duration of the 5 seconds a mid-shot is used and therefore with it the term known as ideal self and ideal self (Carl Rogers, 1980) which again shows confidence and masculinity i.e. dominance (John Berger, 1972).
Editing)
The music video ‘The Heat’ by Jeremiah Jea uses several different types of editing for example, one of the editing techniques the video denotes is a technique known as jumpcutting they use this throughout the first 34 seconds of the video to show Jeremiah from different angles to promote the star persona (Richard Dyer, 1975) of dominance and power that comes with the genre, They also use the editing technique known as cut alongside the jumpcuts to show Jeremiah from different angles to show him as an ideal self and partner (Carl Rodgers, 1980).The video also uses an editing technique known as dissolve at the 43rd second to denote change of the scene/location. Another editing technique the video uses is title graphic this is used at the start of the video to denote his name and promote himself.
Sound)
This music video uses both diegetic and non-diegetic sound for example at the start of the music video they have sound playing (background music) and then later they have the artists rapping.
E) The genre of this audio-visual product is Rap, Hip-Hop and R'n'b and therefore appeals to a range of different ages (audiences).
Intended audience)
The intended target audience for this music is fans of Hip-Hop (Dick Hebdige, theory on sub culture, 1979) typically male between the teenage years of 13-18 and young adult between 18 and 24. The narrative used for this video 'The Heat' by Jeremiah Jea is linear and therefore in chronological order. This video also uses the structure of a performance and Kate Domialle Cinderella as his dream has come true, as he has made something of himself, which bring us back to the point, came from nothing to something. This music video also uses Todorav’s narrative structure of the equilibrium (intro) then the disequilibrium (enigma) then the action taken towards the disequilibrium (Enigma) and finally the restoration of a new equilibrium.
Example 2-
Ain't worried about nothin'-French Montana (2013) Music video directed by Eif RIVERA
US: Available at https://www.youtube.com/watch?v=PD6AfcoG4o8 [19/9/14]
A) The purpose of this audio visual product 'Ain't worried about nothin' ' by French Montana is to entertain the viewer, sell products, and share their story and to self-promote.
B) The form this audio-visual product takes is a music promo.
C/D) All audio-visual products are meditated to create a preferred reading to the viewer. The preferred reading 'Ain't worried about nothin' ' by French Montana is about not caring about "Nothin' " and just doing what you want to do (having fun) which is stereotypical of this genre of music (Rap (or that’s my interpretation at least)
There are several aspects of mise en scene;
The video Ain't worried about nothin' by French Montana main and only location is driving down the streets, this connotes the stereotype of rappers as being troublemakers and criminals because the location fits the genre of music 'rap' as driving slowly down a street in an expensive car with a group connotes the idea of being a criminal and it can be interpreted as being in a gang which also builds upon the idea of the star persona (Richard Dyer, 1975) My interpretation of Richard Dyers word are that with and actress/singer you never see the full truth as its their jobs to put on an act i.e. persona to make you think they’re like you (to relate).
Allow you to relate and or feel good about yourself. This also works with the clothes or more likely costume the French Montana is told to wear T-shirt, chains and jeans this helps them relate to their viewers as it allows the viewer to connect the singer/actress. Especially as the clothes they are told to wear are ones that would enforce and support the typical stereotype of the rap genre and the rappers being in gangs/criminals as they are clothes you would expect rappers to wear which only enforces the stereotype of rappers. Another reason why it’s a good idea to look the part i.e. looking like a criminal in a rap video is that the type of music the person listens to could be a reflection of the person emotions at that time or state of mind and you want to keep them listening and if you don’t look the part it may break the appeal to that specific song and or genre. Another mise en scene feature is the iconography of the props for example the denotation is that there is a Lamborghini, police car, bikers and chains. And the connotation is that the Lamborghini is an expensive car and by the way French Montana looks clothes wise suggests he's a criminal (could say its sign of prowess /show dominance). The police car again suggests that Montana is a troublemaker and therefore seen in society as a criminal. The biker gang again reinforces the idea of being a troublemaker and a criminal. The last prop I would use is the Chains around his neck of a dollar sign this is a common prop in rap videos, which again builds upon the idea of being a typical rap video/dominant male type. The gestures that French Montana uses are the kind of aggressive hand gestures and facial expressions you would expect of a rapper which again builds upon the stereotype of rappers being criminal as they are aggressive and the fact that all of my above points show him as being a troublemaker (criminal) and therefore appears to be the typical dominant male. The last feature of mise en scene is lighting and colour which doesn't really vary much as its all in natural lighting (high key lighting) and therefore hits the criteria for a good majority of rap videos so it again has managed to hit the stereotyping of the genre rap.
Camera work)
This brings us to camera angles, types and movements as this helps to connote the narrative. For example throughout the music video they use a low angle camera shot and tracking shot on French Montana and the other rappers as the low angled camera angle is used to promote the typical stereotype and persona of rappers like their masculinity, power and dominance (John Berger, 1972) and the tracking shot is used to make you empathize with what they’re about. An example of composition French Montana uses in his music video is John Thomas rule of thirds which is a 3 by 3 gird in which the object that is supposed to be the centre of attention is within or on the four 4 mid-points and junctions, John Thomas talks about. French Montana uses this in a mid-shot (Dutch) which is to show the background (deep depth) and therefore the people around him to again connote his dominance over them. The video also uses a shallow depth to show the iconography of the alcohol in the scene to connote the lifestyle of a rapper. French Montana also uses several close-up of himself to show his importance, his dominance over others, which represent Andrew Goodwin's theory from 1992.
Editing)
The Music video again “Ain’t worried about nothing” by French Montana also uses the editing technique known as title graphics at the start of the video, at the 1st second and the 7th second, denoted is the artists name 'French Montana' and then the song name 'Aint worried about nothin' as well as at the 11th second denoting 'Eif Rivera' the directors name this connotes that the text is there to help self-promote i.e. to promote the director and artist and that French Montana sees himself as an ideal self and partner (Carl Rodgers, 1980). Another editing technique the video uses is the editing technique known as dissolve at the 57th second to switch location/scene, Another editing technique used within the video is the most common technique, cut which is used to switch between locations/scenes and therefore connotes an ellipsis.
Sound)
This music video uses both diegetic and non-diegetic sound for example at the start of the music video they have sound playing (background music) and the artists rapping.
E) The genre of this audio visual product is Rap, Hip-Hop and R'n'b and therefore suits a variety of different genre therefore suits a variety of different people and groups (audiences).
Intended audience)
The intended target audience for this music is fans of Hip-Hop (Dick Hebdige, theory on sub culture, 1979) typically male between the teenage years of 13-18 and young adult between 18 and 24.
Narrative) The narrative structure of the music video 'Ain't worried about nothin' by French Montana is linear as its a music video and therefore in chronological order. The type of narrative structure this video uses is a performance this means that you see the singer dancing around or hanging out with friends much like French Montana is in the video. This can also be seen in several ways in respect to Kate Domaille eight narrative structures as Montana can be seen as an indominate heroes who can't be put down (Candite) as well as having the dream come true (Cinderella) as Montana is rich, expensive cars and as it says in the song name Ain't worried about nothin.
Example 3-
L.I.F.E.G.O.E.S.O.N-Noah and the Whale (2011) Music video Directed by Charlie FINK UK: Available at https://www.youtube.com/watch?v=mCHzicKq3W4 [19/9/14]
A) The purpose of this audio-visual product 'L.I.F.E.G.O.E.S.O.N.' by Noah and the Whale is to entertain the viewer, sell products, and share their story and to self-promote.
B) The form this audio-visual product takes is a music promo.
C/D) All audio-visual products are meditated to create a preferred reading to the viewer. The preferred reading 'L.I.F.E.G.O.E.S.O.N' ' by Noah And The Whale is well it says it in the name life goes on, It’s about not giving up and standing tall (not letting anything knock you off your feet) or in Charlie Finks words the endless possibilities that lie in a life changing decision which is stereotypical of the genre Indie music. (Or that’s my interpretation anyway it’s a lot harder to pinpoint what the song is about in indie based music as it means different to everyone who listens to it.)
There are several aspects of mice en scene;
The main location of the music video L.I.F.E.G.O.E.S.O.N by Noah And The Whale is in Studio a but they do however have two other locations on a stage and in a bar, all of these locations build upon the genre of indie folk. The cliché of sitting in a bar on your own supports the genre of indie folk on and its lonely tone it has to it. The denotation of the clothes (costume) the band wears is that they all wear different suits and the connotation is that they wear them to help them relate to their audience and this allows more connections and therefore more loyal audiences which mean they will sell products. Especially if by doing this they create a persona that works for them and the genre of music they're in, as this will allow them to create better quality videos if the viewer’s believe in the persona (Richard Dyer, 1975). This also works with gestures used as it can create/add the finishing touches to a persona so again this allows a more loyal audience. The gestures they use are quite stern and controlling but they still manage to sit openly at the same time with their legs crossed and hands over one and other which say that they're open/not defensive. Another reason certain clothes are worn are for the saying Male gaze this is a seductive/manipulative method referred to by Laura Mulvey this says that much like the women in the red dress and blonde wig in the video, trying to look like Marilyn Monroe (as she was considered to be the major sex symbol of the 1950-present) *that she is supposed to be seen as sexy and dominant (in control) this is done by obviously being the centre of attention wearing red a colour that immediately attracts your attention and by representing Marilyn Monroe. Furthermore this can link to the gesture side of things as the women in red is dancing around happily and being the center of attention this challenges the typical stereotypes of women being the subordinate while the men are the dominant.
Another feature of mise en scene would be the iconography of the props, For example the denotation of the music video L.I.F.E.G.O.E.S.O.N by Noah and the Whale is that they use instruments such as drums, guitars and their vocals the connotation would be that by doing this they are representing the indie genre as this is typically seen in indie music and is therefore sticking to the stereotypical music video that the genre indie has become known for. The last feature of mice en scene would be the lighting and colour which was used a lot compared to the other video I looked at, for example the video L.I.F.E.G.O.E.S.O.N by Noah And The Whale uses black and white throughout the video and the colour used within the video is there to attract attention to the object or person in this case it brings us back to the women in a red dress and blonde wig as she is there for the male gaze aspect but also for the colour she bring into the scenes as she is the only object/person with bright colours (attractive colours).
Camera work)
This again links to the camera angles, types and movements as at the start of the video they use John Thomas rule of thirds to introduce the women in the red dress and show she is the center of attention as well as show the band surrounding her in the foreground (shallow depth). They also continually pull focus to create an effect to connote what the audience should focus on i.e. who's important. The band is also seen in group shots and close up to show their individualism, they use the iconography of the different clothes they're wearing to tell us their individuals with their own persona or personality as well as mid-shots to show the background and where they're performing (In a bar/club) which is stereotypical of the genre indie folk and reinforce male gaze.
Editing)
The music video L.I.F.E.G.O.E.S.O.N by Noah and the Whale again uses the most commonly known editing technique, cut which connotes a change of the scene or location, The video also uses a technique know as the blur factor to connote the significance that the effect aimed at.
Sound)
This music video uses both diegetic and non-diegetic sound for example throughout the music video they have the background music playing and the band singing on screen.
E) The type of genre this song is placed in is indie folk and therefore applies to a smaller audience (niche) which unfortunately means they won’t have as much chance as becoming known worldwide which the goal is probably.
Intended audience)
The intended target audience for this audio-visual product is hipsters (Dick Hebdige, theory on sub culture, 1979), and people typically between the ages of 14-18 (Teenagers) and 18-24 (Young adults).
The narrative structure of the music video 'L.I.F.E.G.O.E.S.O.N' by Noah And The Whale is linear as its a music video and therefore in chronological order. The narrative type used in this music video is Cinderella i.e. the hope that you dream will come true in this case its just getting through one day to a to the next to you eventually have a different life (L.I.F.E.G.O.E.S.O.N). The structure the music video has used is a hybrid as it is both a performance and a narrative as the band is in it and an actor they switch to, to tell her life story when she’s dancing around in a nightclub or bar.
Example 4-
My nigga-YG Featuring Young Jeezy (2013) Music video directed by DJ MUSTARD US: Available at https://www.youtube.com/watch?v=MSrTnWDTdwI [19/9/14]
A) The purpose of this audio visual product 'My Nigga' by YG is to Entertain the viewer, sell products, share their story and to self-promoter.
B) The form this audio-visual product takes is a music promo.
C/D) All audio-visual products are meditated to create a preferred reading to the viewer. The preferred reading 'My nigga' by YG is about Hanging out with your 'brothers' and not letting romance get in the way which is stereotypical of this genre of music (Rap)"Bros before hoes". (Or that’s my interpretation at least)
here are several aspects of mice en scene;
The main location 'My nigga' by YG is driving down the streets/partying but there are a few scenes where they are in prison cells and interrogation, This connotes the stereotype of rappers as being troublemakers and criminals because the location fits the genre of music 'rap' as driving slowly down a street in a muscle car with a group connotes the idea of being a criminal and it can be interpreted as being in a gang, This also builds upon the idea of the star persona well as the fact he’s in prison says it all as this also suit the genre as they are perceived as criminals. Especially since YG uses the iconography of a prop to represent the stereotypical R’n’B For example the denotation is that he is in a muscle car a type of car that is considered very masculine/dominant (John Berger, 1972 (showing off/prowess) (Richard Dyer, 1975) My interpretation of Richard Dyers words are that with an actress/singer you never see the full truth as its their jobs to put on an act i.e. persona to make you think they’re like you (to relate) and to make them seem more than other at the same time. The costume and make-up YG is wearing is there to make you the viewer relate easier to him he does this by wearing clothes that the viewer would wear. Clothes that are typical of rappers this builds upon the stereotype/persona of their genre. The denotation is that he’s wearing a; t-shirt, cap, Jeans and joggers the connation is that this allows him to create a persona that appeals to the viewer and relates to the viewer as he tries to make you believe you're one in the same (Richard Dyer, 1975). This again bring us back to the point of Richard Dyers word and the idea of the actress/singer having a persona to influence you as it makes it easier to connect with the viewer. In the video 'My nigga' by YG the denotation is the muscle car and the gold chains they wear and the connotation is that the muscle cars/gold chains can be seen as boasting your masculinity and showing your prowess this is also typical of rappers as they are seen as misfits (criminals) trying to show who's better. The gestures also show this as in the video My nigga by YG, YG is using hand gestures to imitate a gun while saying 'I’ll die with my finger on the trigger' this also connotes the idea of being a gangster (criminal) as this is a stereotype of rapper (being associated with guns and drugs (Gangs) this also build upon the idea of Richard Dyers star persona that all singers/actresses have a 'separate identity to what they show you'. And now the last feature of mise en scene is lighting and colour effects For example the lighting used within the video My Nigga was all high key lighting (natural lighting) and the effects used was criss-cross/black and white this promotes the darkness found in a life of a criminal. The lighting and colour the music video uses is all high key lighting this can be used to build upon the persona of him being a criminal (doing what he wants when he wants)/ the genre of rap.
Camera) The camera angles, types and movements used in the music video “My Nigga” by YG vary as the music video has a large variety of different shot types, movements and angles. For example throughout the course of the video YG uses shallow depth, mid shots (Dutch) and low angled camera shots to create and implant the idea in your head that the disequilibrium (enigma) is coming.
The tracking shot is used to represent his dominance over the people around him as he is the object that is usually in the centre of the picture this shows YG using John Thomas rule of thirds (A 3 by 3 grid) to help promote his dominance therefore representing the persona that rappers have and the tracking shot is used to make you empathise with them. Another reason why the mid shot was used is because it shows you the background or in this case the people surrounding him to again show his dominance. The video also uses a shallow depth, mid shot to show the iconography of the alcohol in the scene to connote the lifestyle of a rapper. The music video also consists of several close ups which again shows Andrew Goodwin's theory to be correct as the iconography of YG's close ups is to connote his dominance (John Berger) over others.
Editing)
The music video ‘My Nigga’ by YG again uses several different editing techniques for example, at the start of the video they use an insert shot on the car to denote its significance /importance as it shows their dominance and how rich they are as well as the handcuffs at the 50th second and then the 1st minute to again denote the significance the object holds to the story. They again use title graphics to tell the story of a ‘gangster’ which connotes the idea of being a rapper as this star persona (Richard Dyer. 1975) comes with the genre, and they also use the editing technique known as cut to change scene/location.
Sound)
This music video uses both diegetic and non-diegetic sound for example at the start of the music video they have sound playing (background music) and then later they have the artists rapping.
E) The genre of this song is again Rap, Hip-Hop and R'n'B. Which again means it appeals to a wider range of groups as its target audience will be larger therefore it will be able to aim for one of the songs goals to self-promote and sell products.
Intended audience)
The intended target audience for this music is fans of Hip-Hop (Dick Hebdige, theory on sub culture, 1979) typically male between the teenage years of 13-18 and young adult between 18 and 24.
The narrative structure of the music video 'My Nigga' by YG is linear and therefore in chronological order. The videos narrative structure is also made up almost completely of shots (scenes) of the singers and therefore makes it a performance as its just shots of the actors and singers hanging out. However it’s also a narrative as its tell a short story of a life in a gang where someone gets taken in for questioning then interrogated and released and rewarded for not 'snitching' this shows the life of a gangster and how being bad brings rewards like riches and expensive objects, this brings us to Kate Domaille 8 narrative types; Archiles, Candite, Cinderella, Circe, Faust, Orpheus, Tristan and Iseult and Romeo and Juliet. In this video the narrative type that is portrayed is Faust, which states selling your soul to the devil may bring riches but eventually your soul will belong to the devil. It also follows Todorov’s narrative structure of the equilibrium then the disequilibrium (enigma) the action take towards the disequilibrium (enigma) and then the renewed equilibrium.
Example 5-
Awake My Soul-Mumford and Sons (2009) Music video Directed by Island Records Ltd US/Canada: Available at https://www.youtube.com/watch?v=KpcBjt8Wqg8 [19/9/14]
A) The purpose of this audio visual product 'Awake My Soul' by Mumford and Sons is to Entertain the viewer, sell products, share their story and to self-promoter.
B) The form this audio-visual product takes is a Music Promo.
C/D) All audio-visual products are meditated to create a preferred reading to the viewer. The preferred reading 'Awake My Soul' by Mumford And Sons is about love no matter how you interpret it whether you think you don’t deserve to be with that specific person/weather you think it’s about I quote "where you invest your love you invest your life"/A struggle with anything from alcohol addiction to smoking or loving thy Christ (having faith) which is stereotypical of the genre Indie and therefore means that it will appeal to the audience that they intended.
(Or that’s my interpretation anyway it’s a lot harder to pinpoint the what the song is about in indie based music as it means different to everyone who listens to it.)
There are several aspects of mice en scene;
The location in which the music video 'Awake My Soul' by Mumford And Sons was filmed on a countryside in snowy hill and dead trees this is typical of the indie genre as its lyrics used and the videos content contradicts itself and matches at the same time. For example the snow can be considered a rare and beautiful thing however the dead tree could represent a dying love or failing relationship this contradicts the previous statement about it being about happiness and love. This means that it can be interpreted in many different ways thus giving it a larger target audience as it can relate to a larger group of people that struggled with alcohol addiction or faith to being cheated on. This is again typical of the indie genre. The gestures used was minimal as there wasn't any the only one that you could talk about is the fact that he walks up to her and starts singing to her but she just stands there like a statue with her eyes closed as if she wants nothing to do it him this again contradicts and matches the song lyrics and meaning as well as the interpretation of when she opened her eyes the light returned this could mean that until you let love in you will never have it or whatever it's interpreted as it means they found what they needed/wanted from recovering from alcohol addiction to being cheated on or finding faith. The lighting and colour effects also match the video and song lyrics used as they used black and white from the start of the video to the end but they reverted it back to colour a few seconds near the end which could represent that he got through to her, found what he was looking for (faith, love and forgiveness), the colour is also minimal as the only time you see it is when the video is reverted back to its normal colours as this created an effect of you missing something from your life and now you have found it, this again builds upon the idea of all of the interpretations. This is typical of the genre indie having several different outcomes and meanings. As far as the rest of the features of mise en scene go there wasn't really any to be used for example the props and costume there wasn't any significance for the clothes as it could have just been cold and for the props there wasn't any what so ever.
Camera) The camera angles, types and movements used in the music video 'Awake My Soul' by Mumford and Sons vary as the video contains several different kinds of angles, types and movements. For example at the start of the video they use a panning shot to introduce the location and the women. They also use John Thomas's rule of thirds in a mid-shot to show a different view of both the women and the location as well as when the man is walking up the hill as this shows them as an important part of the performance. The video also contains several close ups of both the women and the man to represent Laura Mulvey's (1975) idea of having a dominate male and subordinate female. They use several mid-shots to track where the male is walking and close-ups when the man is singing. A high angled shot was also used to promote vulnerability of the women or what the women is supposed to represent. They also used movement throughout the video when the camera is circling the women to show every angle possible of her. Movement is also used when the camera is going from her feet to her head to introduce her to show the significance of her being in the video and to show what she is supposed to represent, This is shown by her standing tall throughout the video as if she is or was an obstacle he had to overcome this is also shown when the singer (the man) in the video is singing at her to represent the song is aimed at her.
Editing)
The music video ‘Awake My Soul’ by Mumford And Sons uses several different editing techniques for example, they use title graphic at the start of the video denoting 'Awake My Soul by Mumford And Sons' which is used to self promote themselves which therefore connotes that they see themselves as and ideal self/partner (Carl Rodgers, 1980) and the most common editing technique, cut, which denotes a change of scene/location and therefore connotes a ellipsis.
Sound)
This music video uses both diegetic and non-diegetic sound for example throughout the music video they have the guitar playing and the band singing (background music) but then later at 2:06 they have someone singing on screen.
E) The genre of this song and the band is Folk rock, Indie rock and last Bluegrass (American roots/sub-genre of country music) this again means that it will appeal to a larger target audience however because all of its genres are a niche market it won't really make much difference.
Intended audience)
The intended target audience is hipsters (Dick Hebdige, theory on sub culture, 1979), the gender varies as its kind of soul music and is therefore varies depends on how your feeling, whereas the I would say the age range is typically between 15-24 as it more likely for a younger audience.
The narrative for the music video 'Awake My Soul' by Mumford and Sons is again linear and therefore in chronological order. The video 'Awake My Soul' is presented as a narrative as it’s telling a story of love, betrayal and faith (depends how its interpreted) this also corresponds with the lyrics to create all these different interpretations this therefore means it has more than one of Kate Domialle 8 narrative structures for example it could be said they use Romeo and Juliet, Orpheus or Tristan and Iseust. Romeo and Juliet, which is the love story, Orpheus, which is the loss of something personal, and Tristan and Iseust which is the love triangle, This is because it can be interpreted in so many different way, which also enforces the idea that the genre indie can be interpreted to several different meanings.
By Joseph Treacy
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