DIRT Marksheet 7 – H409 Music Videos Artist representations in mv’s

Name:                                      Date:

AO1: Demonstrate knowledge and understanding of the theoretical framework of media and contexts of media and their influence

Assessment Objectives AO1: 1a 1b – Demonstrate knowledge and understanding of the theoretical framework of media.

AO1 Total: 10 marks.

The content below is not prescriptive and all valid points should be credited. It is not expected that responses will include all of the points listed.

AO1:1 How producers may choose to include different representations in music videos to promote the artist(s), for example:

· producers of music videos may construct representations of the artist(s) that emphasise key aspects of their image, such as their performance prowess, which depending on the genre of music video could be high paced, coordinated dance routines, or performance highlighting the artist’s (or artists’) musical prowess and artistry, or narrative performance highlighting the artist’s (or artists’) image. Music videos may focus on one element of those highlighted above in depth but producers are more likely to select a combination of these elements to strongly emphasise key aspects of the artist’s (or artists’) mediated image.

 · producers of music videos may construct representations of the target audience for the artist(s), for example the storyline of narrative elements of a music video may feature representations (or idealised representations) of fans (the target audience) interacting with the artist(s) in order to elicit within fans a feeling of belonging and loyalty with regard to the mediated image and/or music of the artist’s (or artists’).

· producers of music videos may promote the artist(s) to their fan-base (target audience) through elicit value-transference to the artist(s) through representations other than those of the artist(s), for example: o through artistic excellence and high production values, e.g. a highly cinematic in style narrative music video; or through more abstract, ‘high art’ expressionist videos (that may be live action, animated or feature digital CGI; or feature a combination of these elements) that appeal to the artist’s (or artists’) fan-base (target audience) o through the use of glamour, for example, featuring representations artist(s) through the use of performers (which may be real, digital or animated) in ‘glamorous’ and / or highly aspirational situations o music videos may also elicit value

· List A videos using social realist representation of ‘street life’ to represent the authenticity and cultural currency of the Corinne Bailey Rae video, aiming to transfer that value of transcendence to the artist

· the use of intertextual, postmodern representations in List B videos. the cinéphiliac recreation of Spielbergian 80s suburban America in the David Guetta video

· the use of messages and viewpoints in videos that aim to bolster the image of the artist and chime with those of the positioned audience - the very filmic representation of teenage alienation in Guetta’s video creates an ambiguous message that adds to the sophistication of Guetta’s image and fits the large-scale nature of the song.

·         Comprehensive demonstration of knowledge and understanding of representations in music videos.

·         Comprehensive, detailed and accurate knowledge and understanding of representations in music videos.

·         Clear and precise and balanced explanation of how representations are chosen to promote the artist(s) in music videos.

7–10  Answer is supported by detailed and accurate reference to one set music video.

4–6  An adequate demonstration of knowledge and understanding of representations in music videos.

·         Adequate and generally accurate knowledge and understanding of representations in music videos.

· Generally accurate explanation of how representations are chosen to promote the artist(s) in music videos.

· Answer is supported by general accurate reference to one set music video

1–3 A minimal demonstration of knowledge and understanding of representations in music videos. · Knowledge of representation in music videos is minimal, demonstrating little understanding.

· Explanation of how representations are used in music videos is minimal and may not always be accurate. · Reference to a set music video to support the answer is minimal and may be inaccurate.

0 No response or no response worthy of credit.

Have a look at all the points you could have made from Miss Brookes’ feedback (next page) and reflect on what you did well and what was missing.

Identify a strength or strengths in your assessment: Identifying shots What are the areas you need to improve? Make sure to answer the question What do you need to focus on for your next music video assessment? Gendered stereotype Focus, grey concrete blurred focus, brutal Long shot reveals young woman-isolated against concrete walls, reaction shot shows her vulnerability Secondary characters are introduced discourse challenges-stereotypes Montage editing briefly used to allow audience to construct meaning Parallel sounds match visual images Connotations that whoever you are you can transcend poverty and inequality Initial stereotypes of angry homeless man and uncaring businessman are suggested and then challenged Urban connotations

AO1:2

Responses will demonstrate knowledge and understanding of contexts of media and their influence on media products and processes including:  explaining the economics of traditional and online editions of The Guardian and the Daily Mail newspapers (for example, paid for primarily by advertising based on audience number/ demographic as well as direct sales)  showing the significance of these changes for traditional print editions and online editions and newspaper audiences (e.g. The Guardian focusing on its online content and seeking to develop a donation-based culture; the Mail moving slightly downmarket with clickbait stories hosted on MailOnline; both papers are still seeking to maintain their print editions although these are making a loss)  explanation of technological convergence and/ or the proliferation of technology and the effect this has had on institutional process and audiences with reference to economic context (for example, The Guardian’s use of email to attract a regular audience; targeted advertising; the need for stories to be published online throughout the day as rolling news) GIVE SPECIFIC EGS  explaining the economic effect of the decline of traditional print editions, for example, with reference to circulation and yearly sales figures of traditional print versions and the rise of online subscription (neither The Guardian nor the Mail currently operate a paywall, compared to some of their competitors, although there is some debate as to whether this model is sustainable) HOW DOES THE GUARDIAN ASK READERS FOR MONEY?  explaining the economic implications of how newspapers are in competition for readers and how advertising revenue from the ‘new’ media is vital - GIVE EGS OF ADVERTISERS  explaining the different platforms used by audiences to access news content from The Guardian and Daily Mail with reference to the growth in online readership (give some numbers) and the impact on how audiences consume news (use of specific social media, websites means many consumers no longer pay for news content). GIVE SPECIFIC EGS.

https://docs.google.com/presentation/d/1pvT6qH6Tixu9Gy4TMcIwRTkHOadzENkNm1qflBe8MxU/edit?usp=drivesdk

analysis

closeup of man with tattoos low angle, static shot, blurred and into focus in slow-mo

mid-shot, low angle, two shot. The woman is in the foreground, he is out of focus which is unusual for the homeless who are usually marginalized. The man is subverting the conventions

Website creation practice

https://sonyayegorovna.wixsite.com/website

Summer Work

Big news and current events:
The UK has voted to leave the EU by 52% to 48%. Leave won the majority of votes in England and Wales, while every council in Scotland saw Remain majorities.
https://www.bbc.co.uk/news/politics/eu_referendum/results

Politics
Cameron, who supported Britain's continued membership of the EU, announced his resignation on 24 June 2016, stating that he would step down by October. Theresa May won the contest on 11 July 2016, after the withdrawal of Andrea Leadsom left her as the sole candidate.
Theresa May herself resigned on 24 July, with Boris Johnson being appointed Prime Minister by Queen Elizabeth II shortly after.

Royal events

• Royal Garden Parties at Buckingham Palace and the Palace of Holyroodhouse.
• The Queen's Birthday Parades: Trooping the Colour Saturday 1 June & Saturday 8 June.
• Royal Ascot Tuesday 18 June - Saturday 22 June.

Terrorism and Hatred

On 22 March 2017, a terrorist attack took place outside the Palace of Westminster in London, seat of the British Parliament. The attacker, 52-year-old Briton Khalid Masood, drove a car into pedestrians on the pavement along the south side of Westminster Bridge and Bridge Street, injuring more than 50 people, four of them fatally.

Eight people were killed and many more injured when three attackers ploughed a van into pedestrians on London Bridge before launching a knife attack in nearby Borough Market on Saturday, June 3, 2017

The Finsbury Park attack was a vehicle-ramming attack in Finsbury Park, London, England, on 19 June 2017. A van was driven into pedestrians in Finsbury Park, London, by Darren Osborne, causing one death and injuring nine people. This occurred near the Muslim Welfare House, 100 yards from Finsbury Park Mosque

22 people died - including a number of children - after an explosion tore through a pop concert at Manchester Arena. More than 800 other people received physical or psychological injures in the blast at an Ariana Grande concert on May 22 2017. Terrorist Salman Abedi was named as the suicide bomber who carried out the attack.

On 16 June 2016, Cox died after being shot and stabbed multiple times in Birstall, where she had been due to hold a constituency surgery. Thomas Mair, who held far-right views, was found guilty of her murder in November and sentenced to life imprisonment with a whole life order.

Syrian War

A peaceful uprising against the president of Syria almost eight years ago turned into a full-scale civil war. The conflict has left more than 360,000 people dead, devastated cities and drawn in other countries.

UK specific issues

• May made clear when addressing the nation on 13 July 2016, she was going to do more to help “ordinary working-class families” get on in life. She promised those familes that she would “think not of the powerful but you,” adding that the “government I lead will be driven not by the interests of the privileged few, but by yours”. But it was her second goal - to deliver the Brexit that the British people voted for in 2016 - that was to consume almost all her time and energy and, in the end, bring her leadership of the country to its disastrous finale.
• On 14 June 2017, a fire broke out in the 24-storey Grenfell Tower block of flats in North Kensington, West London just before 1:00 am BST; it caused 72 deaths, including those of two victims who later died in hospital. More than 70 others were injured and 223 people escaped. It was the deadliest structural fire in the United Kingdom since the 1988 Piper Alpha disaster and the worst UK residential fire since the Second World War. The fire is currently being investigated by the police, a public inquiry, and coroner's inquests.
• The Windrush scandal is a 2018 British political scandal concerning people who were wrongly detained, denied legal rights, threatened with deportation, and, in at least 83 cases, wrongly deported from the UK by the Home Office. Many of those affected had been born British subjects and had arrived in the UK before 1973, particularly from Caribbean countries as members of the Windrush generation.
• The 2016 junior doctors strikes in England had a ‘significant’ impact on the provision of healthcare, with thousands of appointments cancelled, and significantly fewer admissions and A&E attendances than expected. 
• The Charlie Gard case was a best interest’s case in 2017 (4 August 2016 – 28 July 2017), an infant boy from London, born with mitochondrial DNA depletion syndrome (MDDS), a rare genetic disorder that causes progressive brain damage and muscle failure. MDDS has no treatment and usually causes death in infancy. The case became controversial because the medical team and parents disagreed about whether experimental treatment was in the best interests of the child.
• Johnson, now 31, grew up in County Durham and was a youth player at Newcastle United and Middlesbrough. In 2010, he was picked up by Manchester City for a rumoured £7 million, signing a lucrative four-a-half-year contract. The next year he helped City win the FA Cup and the following season was part of the squad that won the club's first Premier League trophy in 2012. He also earned 12 senior caps for the England national team. After struggling for game time in City's star-studded squad, Johnson signed for Sunderland for £10 million in 2012 and continued playing after his arrest and charge. At the start of his trial in February 2016 he was earning £60,000 a week playing for the Black Cats. He was finally sacked by the club after he pleaded guilty to grooming and sexual activity with a child.Trends