Textual Analysis 3 - Happy by Pharrell Williams.

Stuart Hall's reception theory suggests that audiences decode the producers meaning depending on their cultural view points and experiences. 

Hall's reception theory can be applied to 'Happy'. This theory is relevant to this music video, as I have a negotiated view on it. The dancing around the street, I feel, fits with the song well, as it literally shows people being happy, which is the message being portrayed. However, I also disagree with the message, as I find it repetitive and annoying. Furthermore, the producer has however, successfully got their message across to the audience, as most of people watching this video are 'happy' afterwards. 

A completely oppositional view can be taken on the music video, as it was done so in Iran. The Iranian government forbids women being unveiled in public and dancing with members of the opposite sex. However, due to the popularity of the song, many recreations have been made with the title 'Happy from..', which led to one being made in Iran. The Iranian government didn't agree with this music video, or the recreation one, and therefore took an oppositional approach. This therefore demonstrates how each different audience member can take a different approach and agree or disagree with something.

Gauntlett's theory of 'Media 2.0' is also applicable, as demonstrated when people around the world began creating their own 'Happy in...' videos, some of which went viral. This allows the audience to engage and interact with people globally. Therefore the theory of the content being abundant, is applicable here, as it's cheap and easy for fans to create their own media. The distribution being abundant of the happy video is true, due to the video being shared globally, and the video being distributed through social media instantly.

Recreation Task - Happy.

Significant moments in music videos.

Textual Analysis 2: 3 class recommendations.

During a lesson last week, we were asked to write down a song which has a music video we like. We then watched a playlist of these songs in class, and had to write down the genre and stereotypes of that genre which were shown through the music video. 

The first music video we watched was Rat Boy - Sign On.

This music video starts off with fast paced editing, and a mirroring technique. The camera is tracking, and constantly moving, giving the sense of confusion and as if you're in the music video. The shots are mainly wide shots, with the occasional close up. This enables the audience to see what's going on. The close ups usually occur when one of the band members are on screen, in order to sell the artist and allow the audience to see who they're listening to. 

The artist is represented as casual, due to their lack of smart clothing, and their casual dark clothing, such as jeans and t-shirts. This suggests that they appeal to a younger audience, and are relaxed. Along with the aesthetics of the music video and the editing, the music video is done for a purpose of fun and enjoyment.

The genre characteristics/conventions, are shown through the music video, and suggest that it's indie music. The video also has intertextuality, and resembles the music video y Supergrass - Alright.

The music video overall creates a feeling of enjoyment for the audience, and therefore because the artists are having fun, it suggests the audience may watch it for fun.

 The second music video we watched was Olly Murs ft. Demi Lovato - Up.

This music video starts off with slow paced editing, and long close ups of the artists singing, in order to engage the audience and allow them to see who is singing. It also helps sell the artist.

The artist is represented as realistic, due to their realistic costumes/clothing. Their clothing represents what type of artist they are, suggesting they're quite realistic and relatable artists. Also, they're outfits are realistic yet slightly sophisticated, suggesting they could attract a younger and slightly older audience. Their clothing and the aesthetics and the set fit with the music and lyrics, a addressed in Goodwin's theory, as they help create a narrative to the song, of which a couple have broken up. 

The genre characteristics/conventions suggest that the artist(s) make music from the pop genre. The music video connotes the idea that the song is about love and that the couple have broke up. The video is emotional, and is represented through the actions of the artists, such as their actions being identical and happening simultaneously.  The close ups of the artist are used to show their emotions, and make the audience feel emotional or help connect with the artists. The dark lighting helps set the mood and helps get the sense of emotion across to the audience. 

The music video overall creates emotion for the audience, as well as enjoyment. The slight upbeat of the song helps create the enjoyment.

The next music video we listened to was Demi Lovato - Neon Lights. 

The editing of the music video is fast paced, hinting at enjoyment and connoting the idea of a dance environment.The camera shots are close ups of the artist mainly at the beginning, in order to help sell the artist, with the camera constantly moving. The dark lighting helps set the mood, with neon lights around, helping create the nightclub environment which therefore suggests dancing and enjoyment.

The artist is represented as voyeuristic yet realistic, which is shown through her clothing. They're wearing dark clothing yet neon makeup, shown through close ups, making them stand out. The music video is set in a night club, with lots of people dancing, including the artist. This therefore creates the idea of fun and enjoyment, which will appeal to a younger audience. The music video fits with the song and lyrics. 

The genre characteristics/conventions, suggest that the song is a pop song, especially aimed at a younger teenage audience, due to the lively, energetic nature of the song. The song resembles Kylie Minogue's - Spinning around, and therefore intertextuality is noticeable.

Textual Analysis 1: Supergrass - Alright.

Throughout the video, features of Goodwin's theory can easily be identified, however they are also subverted in some aspects of the video. The genre of the song is pop/rock, however the music video doesn't follow the conventions of a rock music video, however it does follow the conventions of a pop video as it's lively and fun.

The relationship between lyrics and visuals isn't as strong as the relationship between music and visuals. The music and visuals have a strong connection, as when the introduction is beginning, the video switches to a man playing the introduction on a piano.

Throughout the video, there;s lots of close ups which helps the audience clearly identify who each member is, and therefore can help promote the song/music video.


The music video opens with a blue circle, with 'supergrass' written on, with 3 silhouettes and a disco ball behind them, all within the light blue circle. This spins clockwise, with the black background behind them slowly shrinking, whilst the image of a vinyl appears, with the logo in the middle of it. This gives the sense that the people in the music video are going to be singing along to the vinyl, and therefore the music video may be more informal than in a studio. 

The idea of them singing to a vinyl is subverted when the video switches to a clip of a man playing a piano on a beach, which is the introduction to the song. This connotes the idea that the video may take place on the beach. However, it also gives the implication that the music video may be informal and fun, as the man is dressed in a black suit with ridiculous white beading all over it; therefore implying the video will not be formal or serious.  

Further into the song, we see a wide shot of the three member's in a double bed, with a multi-coloured/patterned patchwork quilt, on the beach. This suggests immediately that the video is weird, yet fun and different, therefore creating enjoyment for the audience. Due to the fast paced movement of the video, with short and sharp cuts frequently, it makes the audience engaged, as they're having to keep up with what's happening. It also, again, creates the sense of enjoyment and fun throughout the video. 

The reoccurring theme of carelessness and humour is continued throughout the video, which is exemplified especially in the clip where one of the men is sat, in what looks like a living room set up, with an armchair, a tall lamp, two small tables either side of the chair with a phone on. However, this set up is on the beach, with hands waving around behind the arm chair. This continues the theme of ridiculousness. 

Throughout the whole song, there isn't a serious aspect at all, however the video does in someways link with the genre and theme of the song, with the lyrics suggesting that they;re young and can do what they like, which is magnified through the music video. 

Introduction to A2.

With exams behind us, it's time to begin A2 media! With this, comes the task of producing a music video. Our main brief is to produce a promotion package for the release of an album. This package includes producing a music promo video, whilst also completing two out of the three following tasks;

• A website homepage for the band.
• A CD inlay for its release as part of a digipak (CD/DVD package)
• A magazine advertisement for the digipak (CD/DVD package)

Whilst I am not sure which two of the three tasks I am going to complete, I intend to complete whichever tasks I chose, in much depth and detail with plenty of planning, as my group and I planned very much for AS and it proved effective.