Reception Theory

The reception theory is based on how the audience interprets a media text for themselves.
The audience don't passively accept a media text like other theories may say, instead they interpret themselves based on their experiences in life and their cultural background. The text isn't what creates the meaning for itself, but instead the relationship between the audience and text.

We applied this in class to Madonna's 'What It Feels Like For A Girl'.



The audience would each interpret this in different ways. Females who see this video may interpret this as empowering and an example of modern feminism, showing women as not just sex objects but as people who exhibit power and can hold their own against men. Men however may see this video as offensive and an example of misandry, noting the double standards if it was instead a man in a car showing this aggressive behaviour towards women.

Reflections on 1st shoot

Over the weekend we got our first bit of filming down, and went to the Chinatown area of Liverpool which is a bit run down and fits into our dark natured narrative scenes well. There was also not many people around here, so we had better chances to film without unwanted extras or having to stop and resume filming constantly. One negative aspect of the shoot was it was raining throughout the day, so we couldn't keep the camera out too long risking it getting wet and not working properly.

In conclusion I think this was a successful day, and first step into getting all our footage and completing our music video over the next few weeks.

Twitter

Our band has created a Twitter page to follow, which can be found here:

https://twitter.com/FallLine3

Updates on this blog...

Hi everyone, I haven't been blogging here lately but the posts I have been creating with my group partner Anthony can be found here:

http://chchsmediagroup3.blogspot.co.uk/

Our song choice

The song my group is using for the music video can be found on my group blog here:

http://chchsmediagroup3.blogspot.co.uk/2013/10/song-choice.html

Questionnaire

To help us with our research in creating our coursework, it would be much appreciated if you answered the questionnaire below and on my group's blog.

Carol Vernallis Music Video analysis

Carol Vernallis has a theory around music videos with four main points of analysis. Here are the key points:

1. Narrative

• The video is a visual response to the music
• Not necessarily a balance between narrative and performance
• Narrative is not always complete
• The structure may appear disjointed
• There is something that drives the video forward which isn't usually the main narrative but maybe the music, performance or another element altogether 
• May not always be a clear resolution (closure) at the end
• Poses questions that it doesn't answer or in a montage style

2. Editing

• Editing may match musical phrases or the beat
• Video may break or disrupt many rules of continuity editing - clear convention of music video editing 
• Editing can become foregrounded - edits may be obvious to draw attention as opposed to continuity editing

3. Camera Movement and Framing

• When it comes to shot types, extremes are common
• Style of framing and movement may run through video and is distinctive to that video
• Camera may move in time with the music
• Camera may move on the lyrics
• Master shot used frequently as are close-ups

4. Diegesis

• May be revealed quite slowly 
• Actions not necessarily complete
• Character or objects may move to the music
• May be gaps in audience's understanding of the diegesis
• Frames may be more important than others
• May be many repetitions

I am applying this theory to the music video 'Dilemma' by Nelly (feat. Kelly Rowland).

1. Narrative

The song is about the relationship between a man and a woman, which is reflected in the video which shows an on-and-off relationship between the two artists.

During the narrative the characters are at times shown lip synching to the song as well as performing in a street which is separate from the narrative.

The narrative is fragmented as it jumps through various times of the day and into different situations such as a cinema, as evidenced in the picture

What drives this video forward is mainly the music, with the catchy hook and production as well as Kelly Rowland's first popular appearance on a single after Destiny's Child.

There is not a clear resolution in the video as the narrative closes with Nelly and Kelly Rowland both with separate people and Kelly showing her disapproval which contrasts the performance element were they are like a happy couple.

2. Editing

The editing in this video I'd consider invisible and conventional continuity editing as the video is stylised more as a film or musical then a regular music video. It cuts within the lyrics through it's continuity editing, and during Nelly's first verse it does match the beat and cuts every time he starts a new bar such as at 1:14.

3. Camera Movement and Framing

The video constantly features close-up shots of both the primary artists, with the establishing shots mainly being at the start of the video as it enters the actual song after the intro. The main framing of two artists is them both in the middle of the shot for the majority of the video while performing.

4. Diegesis

The audience's understanding of the diegesis would be fine as the narrative isn't exactly broken or requiring deep thought to see how it moves along. Actions are usually completed with the only gap in time I noticed being the jump from the daytime where Nelly is performing on his own to the cinema scene which is in the night.