Media Language Analysis

Discuss how narrative structure is used in 'Choreograph' by Gilligan Moss

The music video for ‘choreograph’ by Gilligan Moss utilises a linear structure which can be interpreted using Todorov’s concept of narrative. It only encompasses a three act structure. An equilibrium (the boy’s mind being distorted), followed by the conflict of him putting his earphones on causing the change into a disequilibrium, where he is proving a persisting annoyance to the family. The action builds up, adding more characters to finally climax at the point that he turns into an old man in the third act, the new equilibrium. The disequilibrium is his ignorance to the action around him, and this accumulation of the constant ignorance, with the addition of more and more characters, leads to the denouement of when he becomes the old man. The conflict of the boy without the headphones, in obvious mental pain, versus the friction it causes when he does have his headphones on means that the audience are awaiting a climax of the reaction of this friction. The ending rejects the normative structure of the family and instead breaks away from hegemonic family structures. Instead of conforming to the stereotypical reinforcements and ideals of family life, the boy zones out from that and lives his life in a rebellious and conflicting way. Todorov’s three act structure allows us to understand how the video creates friction and thus a conflict, and how we as an audience are constantly awaiting the product of such a conflict.

This message suggesting a resistance against dominant ideologies is shown through a metaphorical story, showing a stereotypically depicted family and a child who is obviously contrasting to that. The structure is fairly closed in how the story flows- we see the boy at a negative equilibrium, and he resolves it creating conflict with his family but has developed a new, more positive for him, equilibrium. We follow this story up front, however we are only shown the basics of the story. The ambiguity of time, setting and context suggests that as an audience, we are expected to piece together are own prologue and prior narrative to create an understanding of the action now. The circular elements within the linear structure give the impression that time is moving quickly, contrasted with the slow movement of the boy. The two contrasting paces make for a more ambiguous product and thus considering it a more open structure.

This video follows many of Louis Barthes codes. Although much of the video is proairetic, it also follows quite a symbolic code. The use of the headphones is fairly proairetic as it takes the boy from the equilibrium to the disequilibrium and conflict. However it also holds symbolic purposes as it suggests a less specific release of tension. It essentially portrays his rebellion and holds this image specifically but uses it to connote a larger meaning. Throughout, it is essentially following a proairetic code as it is each part is constantly moving the story forward, and apart from the beginning where we see the boy in distress, we are hardly following an enigmatic code- we don’t tend to ask many specific questions concerning certain parts. Although the use of an artificial set used as the back drop in addition to the use of multiple actors playing the same roles, evokes questions as to why, they are used as more of a progressor. The shots of the eggs being placed are used as a signifier of time. We associate eggs with breakfast and assume breakfast is had once a day- this suggests that one egg means one day. Therefore we assume a development in time which is also then reinstated when we see the boy having aged significantly with the large sum of eggs on his plate. These two concepts both suggest that the video is fairly proairetic.

The accumulation of eggs, showing a movement in time can be described as a narrative driver as it is taking us through time. It’s showing us a forward movement in the story, and showing us a development in the period that we are watching. The other narrative device is the headphones. It takes us from one section to the other. We start in a conflicting equilibrium which is resolved by putting the head phones on but causes a wider conflict and thus a disequilibrium within the story.

Theatre Influences

What are the Uses and Implications of Genre for Producers and Audiences

What are the Uses and Implications of Genre for Producers and Audiences 

Producers use genre in a way to manipulate and simplify where and to whom their film will be exhibited. Genre is 'a kind if text that derives its form from the structure of a (frequently repeated) social occasion', says Gunther Kress, suggesting that a genre exists because of the repetition of certain techniques. This means that producers are able to exploit already popular techniques. An example of this is Mumford and Sons and folk music. Their use of banjos and a typical folk aesthetic, creates preconceived ideas of how people perceive them and their music. It automatically can be branded as a genre before the music is even heard. These codes and conventions allow for produces to control where their demand is directed. In superhero films, the producer has a pre-existing audience because people who enjoy the conventions of other superhero films know what to expect and they will watch the film because of the genre's previous success. As Christine Gledhill said, 'One advantage of genres is that they can rely on readers already having knowledge and expectations about the works within a genre.' Producers can also reap upon other producers, or other similar media's success. They can reuse and recycle successful ideas, casts, props, costumes, sets, etc. because they know that they have already worked and can work again- with this and 'the relative stability of genres' it allows for 'the producers to predict audience expectations.'

Audiences use genre to be able to understand what they like and where they would turn to when it comes to media choices. They also use it for identity purposes, where they can feel more resolute when part of a 'tribe'. Genre is a way of fulfilling audience demands by using pre-made ideas and conventions, 'helping any mass medium to produce consistently and efficiently and to relate its production to the expectations of its customers.', says Denis McQuail. However audiences also use genre to know where to steer away from. For example if they didn't like sci-fi films, they would know to not go and see a space film if it was to come out. This reinforces the tribalism behind the media industry and allows for more choice and understanding behind where people choose to focus their interests. When looking at genre, most of the time, the audience are able to feel stable in knowing what they are consuming, they know, contextually, what the media will contain.

Music videos use genre as a means of branding by challenging or developing upon genre conventions. They often use it to give them an edge over other artists, as it is hard to gain originality with such masses of competition. For example, Ed Sheeran uses a very Irish, Celtic aesthetic in order to distinguish him from other pop artists. His early music had strenuous links to Irish/Scottish musical culture and therefore he developed upon that sound with his look and his conduct. He used this as a means of differentiation from other artists when he came to penetrate the pop industry. Not only is this a way of gaining more attention because of his originality, nut he also is able to target a group that may not necessarily enjoy contemporary pop music, as pop is not the only genre to define him. Another example of doing so is Taylor Swift. She uses genre in a very volatile way in the sense that she is constantly changing or challenging genres and adapting upon genres. She entered the market as a folk pop singer, then she shifted to a more innocent movie star sort of performer and recently has lost her innocence and is trying to become more of a female icon showing strength and domination. These shifts can be linked to the constantly shifting opinions and popular media content. Therefore genre is also used in a way to exploit the movement of current social trends, and singers like Taylor Swift, Katy Perry, Chris Brown are all examples of people who have challenged the genres they associate themselves with or changed genres altogether, in order to follow the current trends of society.

What Can We Learn From

Applying Goodwin's Theory

Potential Song Choices

1.    

• 1. 
• Good beat
• Tells a story 
• Summery 
• Simple style video to fit with genre
• 2.
• Starts very upbeat
• Style links to low budget
• Doesn't tell much of a story
• A bit boring- not much variety in dynamics
• 3.
• Mellow and relaxed
• Slower beat 
• Techno style 
• Not much of a story
• Interesting song
• Good beat and change in dynamic
• 4. 
• Good variety
• There's a story line
• Low budget genre
• Gets a bit boring
• Definite sections
• 5.
• Definite sections
• Interesting
• Room for experimentation 
• Interesting lyrics but not much of a story
• Very repetitive

How and why do different genres use performance and lipsync in music videos? What are the connotations and aims of the lipsync?

How and why do different genres use performance and lipsync in music videos? What are the connotations and aims of the lipsync?

Genres differ in how they use a music video to promote their product. For example a drum and bass song is very unlikely to use lip syncing where as a more wordy, indie song is more likely to use a simple lip syncing video. Budget is essential for the way that a music video is produced. For instance, Milky Chance- a small name at the time of the release, produced "Stolen Dance". The whole music video was set in one room with just him lip syncing, playing a guitar. This signifies the meaning in the song as well as provide an efficient service relative to the budget available. It suits the wordy, indie, mellow vibe of the song and it creates an authentic look to the already quite vintage stylistic song. In contrast a song like "Turn Down for What" by DJ Snake, and directed by the Dans (Dan Kwan and Daniel Scheinert), was produced with a much larger budget and therefore they were able to be much more experimental. Lip syncing is hardly used and instead the atmosphere is created through a weird story line in the music video. The use of lip sync is very relative to the genre and the accessibility of good technology. It also is used to level the piece of music with the audience and allow the artist to be related to more, allowing the audience to connect with the music more.

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