June Mock Revision - Q1

Component 1A

Question: In what ways do music videos encode viewpoints and ideologies? Make reference to Formation by Beyoncé and Riptide by Jack Vance.  [30]

• What is an ideology?
• A thought or an opinion or a belief.

• In media products what constructs ideologies?
• Media Language.

• Who constructs the ideologies?
• The Producer.

• What purpose do producers construct and encode ideologies?
• To manipulate the audience, and to brain wash the audience.

• Ideology of Riptide?
• Makes the audience think, so the producer has made it purposely confusing.

• Ideology of Formation?
• Embracing the roots, about slavery and racism, hurricane Katrina in Louisiana the white people got treated better over the black people.

NEED TO INCLUDE MEDIA LANGUAGE - SHOT TYPES/ MISE-EN-SCENE

NEED TO INCLUDE THEORISTS

• hooks (Representation)
• Feminist Theory - 

• Gilroy (Representation)

Theorist Part 1 - Textual Analysis

• Barthes
• Created Semiotic Codes - Symbolic, Proairetic, Hermeneutic.
• Hermeneutic - Mystery
• Symbolic - something means something else
• Proairetic - Action

• Claude Levi-Strauss
• Structuralism - Binary Oppositions
• Narrative is constructed through two ideas being in conflict with one another.

Theorist Part 2 - Representation Theory

• Stuart Hall
• Representation & Stereotypes
• Representation is a re-representation of a group in society through media codes.

• David Gauntlet
• Identity - Pick'n'Mix Theory
• Audiences can pick and mix an ideology to suit them best.

• Lisbet Van Zoonen
• Male Gaze Theory
• Women are used in media products to sell them to a heterosexual male audience. Example of voyeurism and objectifies the girl.

• bell hooks
• Feminist Theory
• 'feminism is for everyone' - and the ways in which men are represented have negative impact on men also.

• Gilroy
• Post Colonialism
• Media products still follow colonial ideologies, and enforce racial hierarchies.

Riptide Music Video - Textual Analysis

SHOT 1

• The low key lighting causes us to think this looks like a horror movie and makes intertextual reference to her being in pain.

• The on screen graphic of the wrong lyrics shows that this woman is going against the norms and she is rebellious.

• By her makeup being smudged makes her look uncomfortable and in pain and doing something against her will.

SHOT 2

• A tracking shot as if we are stalking the girl and were being voyeuristic.

• We are unsure wether this is male gaze as sometimes we are attracted them sometimes we are put off so it encodes the confusing ideologies.

Formation Music Video - Textual Analysis

SHOT 1

• Independant but also isolated.

• Gesture of her pose with her hand in the air with fists makes her look like the statue of liberty and makes her look powerful tied in with the low angle shot emphasising her importance.

30 MARKS