- Amplify
- Contradict/Disjuncture } - Lyrics
- Focus <- Illustration
Examples:
Cold Play - The Scientist
Madonna - Material Girl
Intertextuality
This refers to the process where one media text may take ideas from another existing text - it may be a carbon copy, a pastiche, a parody or a homage - e.g a music video may borrow elements from a well known film.
Representation
Representation can be portrayed through many different aspects in a Music Video. Video's like Madonna's Diamonds are a Girls Best Friend shows elements of Glamour and playing out the "popstar" lifestyle.
Representation can be portrayed through many different aspects in a Music Video. Video's like Madonna's Diamonds are a Girls Best Friend shows elements of Glamour and playing out the "popstar" lifestyle.
Another is the "mean and moody" look which a lot of rock and rappers videos include as part of their image. This would usually co-inside with guitar solo's to show their talent and appeal to the women of the audience. They may infront of the camera perform some anti-establishment activity like, smashing up instruments to prove a point to the industry of what and who they are.
Female artists tend to seductively pose this would be to appeal to the male audience, as well as maybe giving a confidence boost to women who enjoy her music. The typical "music video girl" costumes are usually very revealing as they strut around in short skirts and showing cleavage as a sex appeal. They also iunclude dance routines which are then sometimes seen as iconic and the video is watched repeatedly to copy the moves, an example of this would be Rizzle Kicks Mamma Do The Hump.
Usually a music video has shots at deserted locations and with a straightforward narrative as a complicated narrative hasn't been proven very effective or relatable. Some videos include crowd shots or the artist playing to an audience, this would be to make the audience feel like they have front row seats as they get to see the performance close up. A few music videos like to create characters as part of a story to follow the lyrics. Some of these characters are from the well known stories or like Niki Minaj are just created. These are then set usually in urban locations as that is where the action is usually. Another element which can work quite effectively if created well is voyurism as audiences like to see something different.
Intertextuality
Homage - Imitation is the highest form of flattery
Pastiche - Using the imagery of one text to make a comment about another
Parody - Taking the mickey
Examples:
Geri Halliwell - It's Raining Men
Destiny's Child - Girl
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