Forms and Conventions of a Music Video

Forms and Conventions:
- Performance
- Narrative
- Concept

A music video is an advertisement for a new song for an artists new album.

Music videos are normally 3-5 mins long, contain quick cuts, erotic imagery and computer graphics.

Shelter

What Does Shelter Do?

- Gives people help and advice on finding homes and keeping them. Therefore, naturally the advert will be aimed towards the working class audience (D and E).
- Gets to the root of the problem.

The 2011 Shelter campaign ran for 6 weeks in hotspots for housing problems. It used direct mode of address (looking straight into the camera), dull and emotionless characters. 

George Gerbner

Cultivation Theory

Media Vocab

Denotation- what we see when we look at an image

Connotation- what something could mean

Mise en Scene (Costume, Lighting, Actors, Make up,  Props & Setting)

Semiotics- the study of signs

Audience- Disability Regions Class Age Gender Ethnicity Sexuality

Language Industries Audience Representations 

Costume Lighting Actors Make-up Props Setting

Target Audience- Disability Race Class Age Gender Ethnicity Sexuality 

Genre- a style or art, music or literature

Psycho graphic profiling- dividing your market based upon different personality traits, values and attitudes etc.

Demographic profiling- dividing your market based upon age, race, gender and income etc.

Broadsheet- a newspaper with a large format, regarded as more serious and less sensationalist than tabloids.

Tabloid-  a newspaper with a compact page size smaller than broadsheet with an emphasis on celebrity stories and gossip etc.

News Values- general guidelines or criteria used by media outlets to decide the prominence a story receives, (Threshold, Unexpectedness, Negativity, Elite persons/ places, Unambiguous, Personalisation, Proximity, Continuity/ currency).

Participatory Media- is media where the audience can play an active role in the process of collecting, reporting and analysing content. 

Webcasting License- a webcast may be distributed to the public live or on demand.

Technological convergence- as technology improves so do the operating systems such as: TV's, computer's and smartphones.

Semantic Web- an advancement in the internet where it is structured so it can be read directly by other computers which initiate responses.

Binge-viewing- watching a significant amount of episodes consistently one after another.

DAB- Digital Audio Broadcasting

Traditional media- The original forms of large-scale communication such as: newspapers, magazines, radio and direct mail.

Google analytics- a service provided by google that monitors the web traffic of certain websites.

NRS- the national readership survey is a way to classify the audience demographic for the purpose of market research.

Cultural Imperialism-  promoting the culture or language of one country in another.

Piracy- the unauthorised use or copying of someone else's work which causes people to be wrongly credited for something they haven't worked for. 

Horizontal integration- increasing the quantity of production in the same part of the production line.

Diversification- when a company increases the number of/ the type of product in order to make it more diverse.

Independent media- any form of media that is not influenced in anyway by political or governmental stances.

Conglomerate- an organisation made up of two or more companies working together in order to achieve a common goal.

GRA- graphic arts

PEGI- Pan European Game Information which is responsible for regulation of video games as well as awarding age rating certificates to each one.

Media-watch UK- a pressure group formed to prevent the broadcasting of content that they find inappropriate. 

IPSO- independent press standard organisation in charge of regulating newspapers.

The Big Issue

Magazine Language:
- Images.
- Colours.
- Power of Word.
- Logo.
- Font (Typography).

Social, Cultural and Political.

Masthead - title of magazine.
Plug - text that plugs a feature in the magazine.
Puff - a story that is given prominence.
Anchorage text - gives the main image meaning.
Skyline - text that runs across the page.
Banner - same as skyline just at the bottom.

Relies on advertising, sponsorship and circulation revenue.

Charity Ad

Charity Campaigns:
- Target Audience ABC.
- Using vulnerable human beings (children) as its not their fault for being in that situation.
- Plays on heart strings.

We are losing empathy, because heavy exposure to violence in the media. Numbs us.

Children are exposed to about 5 violent scenes a day, leading to the acceptance of violence and seeing the subject as a normal thing.
Therefore, charities have to make the adverts more extreme to hit the audience with effect

Generic Codes and Conventions of charity ads:
- Creation of sympathy (facts and stats).
- Creation of empathy.
- Shock - make you feel you have to contribute.
- Charity name.
- Slogan.
- Use of colour (dull dark colours to create the overall sad, damp mood of the advert).
- Web address.