Music video research

Columbia Record Label
'Rolling in the deep'  by Adele

Symbols and Editing

• Majority of the video consists of dynamic camera movements, these appear legato and almost swift-like, this appears to be a generic convention of Adele's blue soul misc. The transitions are also elegant to create a peculiar and dramatic notion.
• Dynamics are also created through the vibrations of the water. Their movement connotes something approaching, which creates tension within the narrative. Barthes hermeneutic code can be applied here, as the audience is left to question the source of these vibrations. 
• The water can also be denoted as a poignant metaphor for her inner turmoil, and the fact that the glasses are half full is reminiscent of 'glass half empty or glass half full'. Underneath the surface, its syntax and connotations reveal pessimism and optimism within a person and Adele's emotions are conflicting as its interrogative nature leaves ambiguity and enigma with the audience. 
• The dancer performing with powder in the air distorts the shots and reveals the relationship itself as a distorted and convoluted spectrum.
• The video uses a montage, especially during the climax when the scenes tend to collate dynamically as a whole. The sequences are transitioned quickly from the beginning to end to produce a fleeting tone. 
• The montage of the sword dancer, plates breaking and the city raining creates a semantic field of demise and communicates dismal imagery. in my opinion, these images seem to hybrid with violence to reflect Adele's perplexing emotions and the chaotic nature of her mind.
• Slow motion is quite consistent here, slow motion of the plates breaking is captured, its disconsolate and its fragmentation could connote how insecure and incomplete Adele feels. Slowing it down adds to its pure authenticity and credibility at a raw state.

    

Sound and Lighting

• Low-key lighting is predominant here, creating shadows and luring darkness, this can be reflective of what she is facing in reality.
• The lyrics combined with the objective shots creates a sense of detachment and despair. (Goodwin)
• The neon lights are used when the pates are being fragmented and when the dancer is performing. The incandescence is perhaps adding to the extremity of Adele's sadness. The ambience of these activities is muted to enhance the importance of the lyrics. 
• Sound appears synchronous as she mimes to the track, this makes her performance full of fluidity which adds professionalism to her performance.

The Performer

• Adele subverts the archetypal pop culture, which consists of content connotations and echbarant imagery, formed through figures that have a tendency to dance and sing. ultimately, the intended atmosphere is usually uplifting and incandescent. She is contradictory as she is more solemn in her performance, this countertype creates an immediate interest within the audience. 
• The first sequences of the music video consist of a zooming in wide shot of Adele sitting with her side profile to the audience, this connotes a sense of detachment and objectivity. This is unusual for pop songs as the performer usually looks directly into the camera at eye-level when performing. This perhaps diminishes her confidence and assertiveness as she is not confident enough to have a direct gaze at the audience, this connotes a sense of despondency.
• Steve Neales reputation and difference theory can be applied here. The difference signified through the unconventional performance of Adele creates a subversion of stereotypes, which in turn, appeals and attracts the audience
• Her costume is all black which connotes death and darkness, signifying the ending of a relationship and revealing the intensity of her calignious emotions. However, black also connotes sophistication and she is represented as an elegant figure also through her styled hair which incorporates a hairband and a sleek up-do. Furthermore, she is wearing heels and a skirt, connoting femininity and perhaps despite the demise of her relationship, she still manages to look presentable and opulent. 
• On a deeper level, as the costume connotes death, it could be denoted that she is at a funeral of her ex's feelings towards her, exceeding the dejection of the song.
• Her minimal makeup connotes a limited desirability to look glamorous which adds to the atmosphere 
• Her sitting in the chair represents defiance and a sense of isolation throughout the music video.

How is media language used to construct meaning?

Media language contracts meaning in Adele's music video in various ways. The iconography, costumes, legato editing and swift like cinematography all communicate the intended denotations and connotations that audiences read so through mediation. 

How is representation used to construct meaning?

Adele is represented as a universal figure that has been betrayed by her lover, she is pouring out her emotions and perhaps this alludes to the emotional intelligence that females have, she represents the womanly frailty. Despite her race and class, the story of the song alludes to everyone. 

She is represented as a dismal figure that has immersed into despondency due to the ending of a relationship. 

How is the audience targeted?

The audience is targeted through the subversion of genres and the hybridity of her intense emotions. The lack of a direct gaze is different, and her performance is unconventional in a pop music video, this attracts and appeals to the audience. The ambiguity of some lyrics and shots creates enigma within the audience and leaves the audience with questions, this is an interactive and engaging music video which creates interest. The target audience is people that share similar emotions of a heartbreak and those that are interested in mature topics such as this. The typical target audience would also consist of working-class teenagers and adults raging from 13-40, these are also usually female.

How is the record label reflected in the music video?

Columbia is the oldest surviving record label and the second major label to make records, this is reflected through the professionalism, credibility and authenticity of the music video. This mainstream record label is also reinforced through its high production values in the music video, this is evident through props, costume and the swift editing.

Goodwin features of music videos

His theory states that there are 5 important aspects to a music video which are: 

Close-ups - star image

    

Genre Characteristics - The graphic match from the artist to a room that is heavily presented with a silhouette of a male figure reinforces the topic of romance which is a part of the pop genre in this instance. He is presented in high-key lighting, looking almost god-like, and this demonstrates his dreams and desires. 

The second set of images shows the constant comparison between the empty room and the miniature of the tall buildings, which suggests their unsuccessful relationship. The tall buildings act as a metaphor for her ambitions, which are connoted as unrealistic.

     

Voyeurism - there is no explicit voyeurism or any sexual exploitations in the music video. The artist is dressed modestly, being a respectful role model. Yet, he setting and symbols on the walls create a vintage atmosphere with the names statues and imagery.

 

A relationship between lyrics and visuals 

 

Intertextual References 

'Sorry' by Beyonce

Settings and historical relevance: 

• The settings of the video reference black history and the struggle for equality. The iconography of the bus in the video is reminiscent of the bus boycotts and freedom rides carried out by black and white Americans in the 1950s/60s, particularly of the prominent civil rights figure Rosa Parks. 
• The repetitive actions of women connotes a cultural unity and the ripple effects of protest. The lyric ' I'm not sorry' emphasises the defiance associated with the buses for black people and the refusal to be pressed. 
• The plantation style house is a reminder of slavery suffered by black americans in 18th and 19th centuries. 
• Beyonces behaviour is important in terms of context and this is enhanced through the meaning of media language, her sitting proud on the grand chair gives the impression of a throne and of ownership. The black women have claimed the house that represents the past oppression of their ancestors, even the way she sits with her leg flung over the armrest, connotes a defiance and a lack of care as well as confidence.
• The images of women lined up along the hallway sitting on chairs is evocative of 'sit-ins' a popular style of protest against segregation, where black women would refuse to move from places they were banned e.g. white restaurants. 
• The third setting of the outdoors is suggestive of a military, with the large vehicle and the unchanging stance of women. WW2 was an important step in shifting attitudes to black americans, particularly in the way they viewed themselves. This subverts the male association with military and their masculinity, the military feeling connotes these females as powerful and strong, despite being black and female. This alludes to bell hooks and her feminist theory where she suggests that other factors like race,class and ethnicity determines the extent to which individuals are exploited, these women being black increased their oppression and exploitation in the past.

Serena Williams 

• She stars in the music video, her role is significant as it denotes feminine support rather than being in competition. Her character connotes desirability, confidence and complacency, this representation is a powerful one as Williams acts as a role model for opressed black women, perhaps she can almost be seen as an archetype that the audience aspires to.
• She is a controversial figure who has received various criticisms about her masculine physique, her representation in this music video subverts and challenges those views, her independence helps define the hegemonic ideal, with her black skin, muscular body and absolutely no white-washing. 
• The low camera angles are used to give her a sense of authority rather tan sexualising her, there are no objectifying tilts or close ups, this alludes to Van Zoonens Feminist theory where she states that gender is constructed through discourse, with its meaning varying according to cultural and historical contexts, Beyonces black history has influenced her representation in the music video, she is a potent feminine figure that challenges past ideologies and stereotypes. 

Mise-en-scene 

• The black and white filter and colour palette allude to the infidelity of the narrative and has a racial message, removing colour from the video connotes a lack of importance and that ones race or colour shouldn't matter. It also gives it a B&W vintage effect which connotes that modernity should not focus on the past, that we should move towards equality within all circumstances. 
• The braids, costumes and aboriginal art all connote the tribal past of african americans and their origins. 
• The first shot of the women on the bus at floor level, of their shoes. They are wearing modern fashionable sneakers, this represents these women as modern and relatable and connotes a sense of modernity. However, all of them are wearing a black top, this connotes a sense of unity whilst the shoes create a sense of individuality within a collective. 
• Another aspect of their iniwivudlaism is their hair, all in divergent braided styles that don't idealise the white culture, this further embraces their cultural and physical identity. 

Narrative 

• The song dresses an issue of unfaithfulness on the part of Beyonces husband. However, the music video somewhat overturns the original meaning of the song and the overarching infidelity narrative seems to serve more so as a metaphor, drawing on parallels of failed promise, contradiction ad subordination that have come to shape the collective of african americans, and black women in particular, through histories and legacies of slavery, segregation and discrimination in the US. The anguish and anger in the song is targeted at the white audience and society in general. 
• It follows an unconventional narrative but it does tell the story of triumph. The women sleeping on the bus end up partying and the video becomes a celebration. The uniformity or even conformity of their movements is replaced by a freestyle dance, this connotes a sense of celebration and succession that these women have achieved.
• The crucial part of the lyrics is the poetry, for example, the opening line 'so what are you gonna say a my funeral now that you've killed me?' is captivating and contradictory ( how is she able to say this if she is dead?). Paired with the music-box music and slow-paced editing, the poetry is haunting and the audience would see this as interesting. 
• This powerful poetry is by Warsaw Shire, she is a young black woman who is highly successful in her field, much like the women represented in the music video.
• Initially, this music video is about female empowerment and defiance. 

How is media language used to communicate meaning?

The iconography of the music video along with the potent costumes, racial message being embedded into every aspect of the music video, such as the de-colouralisation and desaturation of the colour palette which connotes a racial importance. The cinematography, low angles and movements position women as superior figures that challenge not only the patriarchy but also racial complications of the past.
How are representations constructed to communicate meaning? 
Young black women are represented as independent, confident, beautiful and even act as role models for those struggling with oppression and even exploitation. Their powerful characters are represented through the use of costumes, low authoritative angels and with the addition of cultural and historical context, they are represented as defiant figures that challenge past views and ideologies of black history. 
How is the audience targeted? 

Beyonces audience is always highly diverse, usually female due to her excessive levels of promoting female empowerment. Also aged in their teenage, adolescent and early adult years. However, she also aims to target males in an attempt to question gender norms and expectations. All of this feeds into this music video, and the audience is targeted through the direct gazes of performers, potent costumes and engaging movements in the music video create an enlightening feeling. Serena Williams helps target sport fans that are interested in either tennis, championships, or the controversy of her male physique. 
How is the record label reflected in the music video? 
Columbia is the oldest surviving record label and the second major label to make records, this is reflected through the professionalism, credibility and authenticity of the music video. This mainstream record label is also reinforced through its high production values in the music video, this is evident through props, costume and the swift editing.

Parlophone Record Label

                                                                    

'Paradise' by ColdPlay

Cinematography and editing

• The music video commences with a mid-shot of an elephant who is centrally framed, he is behind bars which connotes confinement and captivity. This opening shot acts as a binary opposition to the song as the elephant is represented as in constraint whilst the lyrics denote a sense of liberation.
• The first few seconds of the music video are fast-paced, creating a fleeting and epithermal atmosphere, its also dramatic and enigmatic as it leaves the audience to wonder where the elephant is off to. Barthes Hermetic code can be applied here as the editing as synchronous shots interrogate the audience with mystery. 
• Some shots are cinematic, for example, the cinematic long shot of the plane along with the ariel shot of the island during the instrumental part of the song, are combined to manifest a calm and tranquil atmosphere, this connotes a sense of relief that is created through the succession of the elephant fleeting. 
• The elephant is running in slow motion to reinforce an unlocked paradise.

         

Lighting,Intertextuality, Colours and the narrative 

• The music video has a narrative and is a conceptual video. It tells of a narrative of an elephant escaping captivity where as the song is about a girl realising that her life isn't perfect. Thus, the narrative acts as a metaphor for the meaning of the song. Initially, it uses visual elements to add ambiguity and meaning to the song. 
• Cultural iconography of London is embedded into the music video. It reveals the historical context of the band who are British and uses the iconic red telephone box and the underground to set the scene. Barthes cultural code can be applied here, as these props and settings are founded on canonical works that cannot be challenged as it is assumed the truth.
• There are intertextual references to film as the music video commences with opening credits, the director and actors. There are also unconventional cinematic shots.
• The iconography of the graffiti connotes a sense of youth and it illustrates how this is aimed at various audiences. 
• There is an obvious emotional change within the protagonist, for example, the panning mid shot of the elephant begging for money, surrounded by the public in the underground station, shifts to him dancing in a new location. With fast-paced long shots of the elephant dancing, an exuberant and uplifting atmosphere is created. 
• The music video uses high-key and natural lighting with a vibrant colour palette which is desaturated in some shots, this connotes a sense of authenticity and realism. 
• There are also intertextual references to ColdPlays other song: 'every teardrop is a waterfall', for example the lyric ' every tear a waterfall' creates a semantic field of despair, and this is continued during the scenes when the elephant stops at the bike shop, which almost acts as a transferred epithet of content as it is the bike that leads him to paradise. Despite the disruptions, financial struggles and obstacles on the journey the elephant ends up in a paradise, and this could be a message of never giving up and striving for liberation. 
• Conventions of pop genre are embedded into the music video thoroughly, for example, the cut from the narrative to the performance engages the audience, whilst the performance allows a connection. 

More Theorists 

• An aspect of Goodwin's theory is presented in the music video as there is a relationship between the lyrics and the visuals. For example, in the beginning 'paradise' is written in a bold sans-serif font, this is surrounded by the sunset and animals roaming around freely. This connotes a sense of optimism and liberation as the animals aren't in the confined space of a zoo.
• Todorov's narrative theory can also be applied to the music video as it follows the structure:
• Equilibrium:everything is balanced with the elephant at the zoo
• Disruption of equilibrium: when the elephant decides to escape the zoo to find his friends 
• Recognition of equilibrium:when the police officers try to capture the elephant 
• An attempt to repair the damage:he takes the bike (london iconography) and escapes to the jungle. A sequence of various shots (long, mid, establishing and ariel) documents the whole journey.

How is media language used to construct meaning?

This music video combines the use of a narrative, London iconography, elephant costume of the lead singer, and actions to capture the despair of captivation. It captures the journey of freedom thoroughly through a sequence of various shots and involves intertextuality to create interest within the audience. Visual elements construct meaning and the audience denote it through the process of mediation.

How is representation used to communicate meaning? 

The music video represents the band members as elephants who unite at the end, them uniting represents happiness.

How is the audience targeted?

The audience is targeted through the conventional use of a performance, the members on stage engage the audience through the connoted liveliness and exuberance. 

How is the record label reflected through the music video? 

The record label has high production values which are embedded into the music video, for example, the performance includes a colossal venue with high-tech elements, the different lighting

'Titanium' by David Guetta ft Sia

Cinematography 

• Many jump cuts are used during the period in which the boy is cycling. The jump cuts help create the illusion that the boy is actually cycling much faster than we think and connotes a sense of surrealism. This is useful in hinting to the audience that the boy has superpowers. It also builds tension and is paired with the chorus to enhance its climatic effect within the narrative. 
• The tilted mid shot of a police officer connotes how the boy has authority over the officers due to his superpowers. The officer is represented as almost powerless and him looking up at the extraordinary sights has him fixated. 
• Most of this music video was filmed in an area of Canada, this is a very accepting place which acts as a (Levi-Strauss) binary opposition to how the boy feels, there is a lost correlation as the boy feels neglected and unaccepted. 
• The long and mid shots of the military connotes a sense of constraint and through their costume we can see their authority. They represent the bullies that the boy has been victimised by. 

            

Lighting

• Predominantly, the music video is filmed outdoors using natural lighting, which is refreshing for a pop music video. This reduced artificial effect means the shots are more realistic, connoting a sense of normality and a raw representation of bullying.
• Towards the evening, the lighting gets darker which can have many connotations. Firstly, it could suggest that the male protagonist is feeling increasingly upset. The music video commences with him feeling sorrow however he has less self-love throughout and this mirrors the theme of bullying, how it begins with a minor complication but then exceeds. There is a sense of despondency from the beginning, being further connoted by the darkness. Moreover, the lighting connotes realism and verisimilitude as the music video captures the whole day. 
• Interestingly, there is an occurring motif of torch lights which connotes hope, this acts as a binary opposition to the darkness of the video, perhaps acting as a metaphor of hope always being apparent when it seems that there is nothing left. 

How is media language used to construct meaning? 

Meaning is created through the inclusion of lighting, props and fast-paced action. The lighting adds realism to the video and constructs bullying as an important matter that stems from simple but significant occurrences. 

How is representation used to construct meaning?

Meaning is created through the the combination of different characters, the military and police are represented as authoritative figures through their costumes, however their power becomes undermined due to the superpowers of the boy. The boy is represented as a victim of bullying and this is potent through the use of a hand-held camera and dynamic shots. 

How is the audience targeted?

The use of close-ups on props makes the audience engaged and interested. The climatic and dynamic atmosphere intrigues the audience.

How is the record label reflected in the music video?

The record label has high production values and this is embedded through the mise-en-scene and professional editing. The video includes a young teenage protagonist and young adults to reflect the patent of signing young artists to the record label.