Evaluation Question 1: Conventions of the genre

Narrative theories in our music video

Narrative theories in our music video

Our music video does fit Todarov’s narrative theory but not in the way a traditional text would. Our video begins with the whole band playing together; this equilibrium is interrupted with the music that allows each character to enter their own chamber of reflection, this is where each person is shot in their own personal environment which is a visual metaphor of how music can feel like an escape to some people and can be a form of meditation. This is tied in with the overlaid video to create a psychedelic effect and help create a distinction between reality and personal reflection. This continues and is eventually resolved at the end when the band are seen playing together again. Although Todarov’s narrative theory is not immediately clear in our music video as it is more of a metaphorical disruption. There is an equilibrium, disruption and new equilibrium however there is no recognition of disruption and no clear attempt at repair. The beginning and the end of our video are shot in a similar way in the same location; this makes our audience question whether the characters really left the room or were just in their own psychological chamber of reflection.

Propps’ theory on character types is not present in our video, there are no good or evil characters present, this can help audiences project themselves onto our neutral characters and gain gratification. Propps believes every media text contains a clear protagonist, villain and many other archetypes. Our music video however defies this theory although some people may interpret the music to act as a villain as it separates the heroes into their own worlds

Goodwin’s theory of lyrics and music video is clear in our music video. The echoing lyric of “alone again” is repeated while each character is in their own chamber of reflection. This helps emphasise the isolation they feel while in their meditative state. The song title ‘Chamber Of Reflection’ although not a lyric, is portrayed in the video as each character enters a mental state that could be described as a chamber of reflection.

In terms of a closed or open structure I would argue that our video could be interpreted in either way. Our video ends with each character leaving their chamber of reflection and playing together as a band, this could be seen as a resolution and form a closed structure. However, at the very end the drums begin to count in again, this could be an indication that the song is about to begin again like an auditory ellipses, this could also signify the cyclical nature of life.

Semiotics are particularly present in our music video, the candle could be interpreted as a symbol of meditation as they are often used in religious practice. The minute timer could be seen as a symbol of masonic rituals which include chambers of reflection.

Binary opposition is used in our video to emphasise the feelings of the characters being alone vs when they are together. Although being alone is traditionally seen as being a negative thing, in our video it is seen as a positive stage where the characters can reflect upon themselves.

Applying audience theories to my music video

Apply the concept of audience to one of your coursework pieces:

My music video captures our male dominated audience through gratification theory, our audience can project themselves onto us as we play the various instruments, and this is pleasurable to viewers who cannot play musical instruments. Dennis McQuail states that we all consume media for different reasons that are unique and personal to ourselves, this can be applied to our audience as seeing us playing together as a band may resonate with them. McQuail also theorises about why modern users watch texts and use social networking. I believe our video is viewed for relaxation motives to help the viewer unwind and relax; this is because our video contains a slow beat and colourful happy visuals.

My survey concluded that most people in our target audience choose to view music videos on the website YouTube. By choosing to upload our music video to YouTube it enables us to reach the largest audience possible. This popular viewing platform for music videos is particularly popular for children and young adults aged 12-25; by allowing our video to be viewed on this website we have ensured that none of our target audience is isolated.

One way that our target audience has been addressed is through the narrative, our story is not encoded is a strict way. The music video allows the individual to decode it in whatever way they choose, this is particularly important for our target audience of young males who like to feel that our music video is applicable to their life. Stuart Hall describes this two-step flow theory and suggests that there is no right or wrong way to decode something but instead the actual meaning of the text is decided by society’s decoding as a whole. This idea can also relate to Roland Barthes theory who states that the encoding of a text is not significant and that an individual’s decoding of a text is more important. This is why the creator of a media piece cannot dictate what people choose to take from it.

Film is uploaded

Here is our finished music video which has been uploaded to YouTube

Editing finished audio problem

Yesterday we finished editing on our music video, Lewis uploaded the final piece to youtube however there has been a problem with the audio and it has become distorted. We will be working to find a solution to this in today's lesson.