In terms of music videos, media language is the way in which key messages are conveyed to the audience.My A2 advanced portfolio was a music video in the genre Indie Pop/Rock, to the song 'Mouthwash' by Kate Nash. I am going to talk about four different ways in which media language was used within my music video.
Godwin states that music videos rarely point to the lyrics; that they serve to set a mood and convey a message. My music video amplified the meaning of the lyrics through literal representation and interpreted. I represented lyrics literally over the lines 'I use mouthwash', where a bottle of mouthwash is seen to be emptying, showing its use. Whereas, I also used the mise en scene of the woods. Although there is no mention of woods in the lyrics, we saw a setting of a wooded area to represent freedom, a key element of the song's meaning we wanted the viewer to also identify.
Blumer and Katz's 'Uses and Gratification' was prominent in my music video. My artist easily created a relationship with the audience through breaking the fourth wall in close up shots at which she looks into the camera, making eye contact with the viewer. The audience can identify with my artist because of her young, normal, humorous personality portrayed through a set of blooper shots in the middle of the video, showing that she is just an average girl, who makes mistakes just like the audience. Ideas of diversion and escapism were exampled through ideas of my artist skipping away into the trees, extreme low angle shots of the sky in first person, allowing the audience to imagine themselves as the artist in the music video.
The sky and ground exampled a use of Binary Oppositions. The ground representing her being tied down by society, and also a very literal shot of her being physically tied to a tree with rope while singing 'you cannot confine me' juxtaposes and is a literal message to audiences members that feel as though society's constraints on our target audience, of power and independence. The artist often looks up to the sky, an analogy of freedom and breaking free.
The shots of tea cups filling an emptying with tea are a use of Barthe's semiotics. Although the line is 'and I drink cups of tea' which the tea cups shots are shown over, this filling and emptying also represents time passing, linking to the mood of the chorus of regretting being 'alone on a Friday night' and not letting the constraints on society enable her to enjoy her life.
In conclusion, my music video represented my interpreted meaning of breaking free from the constraints of society through this meaning being represented by multiple use of media language, a key part of music video production in order for an audience to be receptive.
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