case study-Michael Jackson

Michael jackson

Michael Joseph Jackson was born on August 29, 1958, in Gary, Indiana, to a large African-American working-class family. His mother, katerine jackson, was a homemaker and a devout Jehovah's Witness. His father, joseph jackson had been a guitarist who put aside his musical aspirations to provide for his family as a crane operator. Believing his sons had talent, he molded them into a musical group in the early 1960s.  He was called the king of pop is still called the king of pop. his contributions to music and dance along with his personal life made him a global icon for over four decades.

The eighth child of the Jackson family, he debuted on the professional music scene along with his elder brothers Jackie, Tito, Jermaine, and Marlon as a member of the Jackson 5 in 1964, and began his solo career in 1971. In the early 1980s, Jackson became a dominant figure in popular music. 

Rock With You - 1979



This amazing unusual use of lighting and costuming is used to express his emotions of love and affection. His less-is-more approach is what makes this video so legendary as it's just him singing the song in a microphone with a mixture of long shots, mid shots and close ups.

Billie Jean - 1982



The following year, Jackson took less of a subtle approach with his signature moonwalks. This video told a story which amplified the meaning of the lyrics. With detectives following him, obviously looking for evidence to prosecute him, it seems as if this video mirrored what he was actually going through in his actual life- or at least he felt that way.


MICHAEL JACKSON


Budget: $500,000
Jackson didn't have to pay for the video because he made a deal with MTV and Showtime which covered the costs. Showtime got to air a one hour special with the 'making of' documentary  and the 14-minute film before it was broadcasted anywhere else.

This music video is considered the most famous of all time, the Library of Congress added it to its National Film Registry in 2009. The video was a cultural milestone introducing:

- elaborate choreography
- costumes and dialogue
- the concept of the long-form music video, where a mini-movie was made for the song, then edited into a short version for the song

The video won the Best Performance Video award, alongside Best Choreography and Viewer's Choice at the first MTV Video Music Awards in 1984.

Its famous graveyard dance started the trend of group dance scenes in pop videos.




Overall, Michael Jackson used his videos to reinvent his image, tell stories and address serious issues.

Katy perry case study

Audience reception theory

Audience Reception Theory

History of audience reception theory.

Stuart Hall's "Encoding-Decoding" model of communication essentially states that meaning is encoded by the sender and decoded by the receiver and that these encoded meanings may be decoded to mean something else. That is to mean, the senders encode meaning in their messages according to their ideals and views and the messages are decoded by the receivers according to their own ideals and views, which may lead to miscommunication or to the receiver understanding something very different from what the sender intended. (Hall 1993, 91) Hall says that there are three different positions audiences (receivers) take in order to decode the meanings within cultural texts, particularly televisual discourses. They are the dominant-hegemonic position, the negotiated position and the oppositional position. (Hall 1993, 101) The dominant-hegemonic position is when the viewer, or audience member, is located within the dominant point of view. (Hall 1993, 101) Within this position, there is little misunderstanding and miscommunication, as both sender and receiver are working under the same rule set, assumptions and cultural biases. It is this position that will allow the transmission of ideas to be understood the best, despite certain frictions that may occur due to issues of class structure and power, specifically between the elites who are able to dictate the rule set and the non-elites who must adopt.

Encoding and Decoding Music videos

Dolce & Gabbana
With certain campaigns encouraging consumers to buy the brand's product, this is how various audiences would react:

Preferred Reading: if you buy it you'd feel sexy whether you're a man or woman

Negotiated Reading: the viewer may like the perfume but doesn't like the brand's messages of feeling sexy

Oppositional Reading: the viewer doesn't like the perfume or the brand because it demoralises/ sexualises women (feminist view)

The target audience will always have a preferred reading. They accept all messages and decode the text in the way that was intended. Usually the secondary audience will decode a negotiated reading  and parents/ audiences who hate the music genre will have an oppositional reading


                                              Rihanna - FourFiveSeconds

Preferred Reading: the target audience (huge number of fans) would think the music video really compliments the song

Negotiated Reading: the secondary audience may think the song is nice but don't understand the meaning of the video because it does not appeal to them.

Oppositional Reading:  parents would think the artist is dressed inappropriately with her low plunge top, so it causes us to focus on her sexuality rather than her talent, this will not be shown as a good role model for young children and this might put parents off.



                                                         Iggy Azalea - Bounce

Preferred Reading: the target audience (massive fans) would think the style of the music video

Negotiated Reading: the secondary audience may like the video but don't understand how it correlates with the song

Oppositional Reading: parents would think that women are degraded to sexual objects with the provocative choice of clothing, bad influences on their children

Editing to the beat

This was a good exercise to prepare us for our music video, it allowed us to change things for example adding colour or changing the editing. this was very good help to us.

Richard Dyer- Star Theory

Branding the spice girls

music videos-added values

MV ANALYSIS-BAD DAY, SING, DRIVE

Deconstructing two music videos to identify characteristics of the music video genre 

"Bad Day" by Daniel Powter

- This music video starts off with a split screen showing the female on the left with the male on the right, they are both doing similar things which shows us the narrative side of the story, it shows the audience automatically how they never knew each other but were destined to meet. Even though the female in the music video wakes up earlier than the male, the routines in which they both do is exactly the same. they are several shots of them doing the same thing, implying that everyday is the same might be boring. they are fed up which has direct link with the song. the screen being split into two is very effective as it shows that the two people in the music video are two halves of the same whole. this makes them seem like the perfect match. They also have the same problems and the same ways of dealing with these problems as they were indifferent to their colleagues, were shouted at by their bosses and both of their ways of dealing with their stress was to draw what they felt and go out to buy junk (comfort) food.
Also, when they sit down on the ball style benches they are in the same place but they do not realise it yet which makes the audience realise they need to finally cross roads and meet each other. 

'Shut up and drive' by Rihanna

-This music video starts off with a contrasting setting of a big, rusty garage and the red sports car which she arrives in which will stereotypically mean  that she is entering a mans world but this is subverted  as all we see is sexy female women. This shows her dominance and luxury compared to anything else.
-Throughout the whole song the artist is showing sexual essence of a female, supporting her lyrics as she is pleading for attention, even though in the video she tries to show female dominance. The mise-en-scene is suited to show a sexy character and the shots cut to focus the audience to different parts of the body, distracting them from the actual song.

Album Art Exercise

This was the album art exercise, this was used as a way to test our skills in which we would use to create  our own for our films.

ELTON JOHN

THIS IS OUR ELTON JOHN COVER, this did not take a long to do and we also tried to get the lipscyncing spot on so that it will have the effect of us actually singing the song. this video included different shots such as mid-shot, close ups, this was filmed with a high definition camera which wasd held by a tripod. we tried to make the shots have a variety to show the effect that a real music video would have. to film this we had me and nadine standing infront of a camera and lipscyncing. the editing took a while to do because we tried to make it as perfect as possible bearing in mind this was our second cover, we made sure our facial expressions showed our enthusiastic we were. we also had to switch some of the shots to give it a good effect like a real music video. editing the song was also part of the process as we had to make sure the shots matched the song.

we made a few mistakes whilst editing but this would be normal for a music video you would never get it right the first time. also editing the speed of the music video took a lot of time however we tried to match it as best as we could.

During this time I learned really how to control the shots and use different types of shot angels to give it more effect.

style of music vidoes

Animated

The First music video i will be analysing is 'Fergie' clumsy, This music video can be seen to be narrative as it is telling a story, we could interpret this as her being a clumsy person who might not have a lot of luck in the area of love, because she is 'clumsy', this could be seen as intertexuality as it a mix of both narrative based concepts with animation, this will appeal more the younger generations because of the animation in the video, it seems like she has been dressed like teen so therefore it will attract the younger generations.





Narrative 
The second video I will be analysing is Beyoncé if I were a boy, this video is also telling a story but in a more serious way, it's nothing like the first video, it is created to be funny. It is down the point, the artist her self is featured in this video but in the different ways, first she is viewed as a male, as soon she comes downstairs, the husband is making the food, she seems like the one who is in charge. It then switches over to her playing the expressive role, she is the one making breakfast, as an audience we automatically know what is going on by the storyline, having a storyline in a music video attracts the audience a lot more as makers us as an audience feel like we are part of it.