music video essay

Explain how representations in music videos are chosen to promote the artist(s). Refer to one of the music videos you have studied to support your answer. [10] 

In the music video for stop where you are by corrine bailey rae representations are used to promote CBR by showing her not to judge anyone. The music video is all about breaking down stereotypes and showing everyone to be great.

One example of this is at the start of the video, where it shows a young Indian girl, wearing a hoodie, the hoodie could give of connotations of someone who is bad. However, the music video shows her to be sad and does this by a longshot as this shows how she feels insignificant. CBR, then heads over to her and after they start talking the girl becomes happier, this therefore represents CBR as someone who can help others.

Another example in which the video for stop where you are breaks down stereotypes is with the homeless women. This already breaks down a stereotype has the stereotypical homeless person would be a middle aged man. They first of make the homeless woman come across as extremely aggresive by the way she shouts at the man passing her, they also make her seem more aggressive by doing lots of quick cuts. However, when the man comes back he has a conversation with the homeless woman and she is shown to be nice, this is another example of the video breaking down stereotypes.

Another way in which the video for stop where you are promotes CBR is during the chorus. Right before the chorus CBR is walking through the flats when she is bumped into by a teenage black man wearing a hoodie, this would already give the audience connotations of someone who is to be avoided as they could be part of a gang. This is reinforced by the video as it quickly pans into CBR who is looking worried. However, as the chorus starts he goes into slow motion and starts dancing. This is significant as it shows another false stereotype being broken down. It also implies that CBR brings out the best in people. The use of slow motion also helps to fit in with lyrics of the chorus as it says "stop where you are" when the slow motion.

In the video for stop where you are the location is also use to promote CBR and project her in a positive light. The video is set in a large, dark flat. This would already give of connotations of somewhere that is not nice to live. However, as CBR starts to walk through there is shots of the sun rising through cracks in the building. This therefore gives connotations of hope and therefore shows that the building is not bad, this idea is consistently reinforced by the video as it shows the people who live there doing great things. It also implies that could be because of CBR as these shots always follow shots off her.

In conclusion the video of stop where you are portrays CBR in a positive light by the way false stereotypes are broken down in the video and how it shows CBR role in doing this.

CBR shots

Titanium screen shots

Titanium, Stop were you are

Titanium

• Video starts with a huge mess on the floor and a longshot so you can see the character and the mess that they have made.
• It than pans towards the character in mid-shot so you can see their facial expression and than follows them as they walk down the corrider between the mess.
• As the character walks down the corrider someone shuts a door when they see her (could represent metaphorical doors being shut. The kid then opens a door to leave the school it is edited as one longshot.
• The video than does a series of quick takes between the teacher, police officer and the student, this is in time with the music. She is then shown cycling away in a series of quick cuts as it shows different part of the bike, this gives the impression that the kid is going really fast.
• The video then does a jump cut to two women running. The kid comes from the back of the shot and cycles past them. 
• The video than does a series off short cuts showing the kids bike as she cycles home.
• The kid then enters the home in a jump cut, the house is also very messy. There is then a jump cut to the TV, where is reporting on a supernatural occurance in a school, which is the kid.
• The kid then runs into the room and chucks a teddy bear on the floor, this represents her growing up.
• There is then a jump cut to the door where we see shadows, to build tension, with the music.
• There is then a series of quick cuts as the kid runs to the back door. However, she cant open it . There is then a jump cut to the front door being broken into. There is then a jump cut to her using her powers to open the door.
• There is then a series of long takes of her walking through a forest. Then her being chased through the forest.
• It then does a jump cut to her being captured and shoved to the floor.
• Then in a long shot it shows her using her powers.

Stop were you are 

• The video starts with a midshot on her face, then cuts to her walking and then back to her face. It then does a series of cuts showing the building. Then cuts of her walking up the building. It then cuts to a girl standing wearing a hoodie, this gives connotations of someone who is doing something wrong. It is also a long shot to make the girl look insignificant.
• It then does another series of cuts until it cuts to someone covered in tattoos, this is also gives off the same connotations. 
• There is then another series of quick cuts showing the building, the building is a city tower block so it gives of connotations of being not a nice place to live.
• There is then a cut of the singer walking up to the girl in the hoodie.
• There is then a cut to two girls having a fight, goes against stereotype that is girls not boys.
• The group of girls is then showed running towards the singer but it goes into slow motion. There then continuous to be lots of quick cuts as the girls run past the singer. 
• It then cuts to someone harassing someone in a business suit. They then buy them a drink.
• It then cuts to the tattoo person walking their dog.
• It then cuts to a group of people dancing. There is then the same series of quick cuts.
• The whole video is about breaking down stereotypes.
• The first person is a young teenage Indian girl, she is wearing a hoodie. Because of her age and the hoodie it would give connotations of someone who is bad, this however goes against a traditional stereotype of someone with her ethnicity. 
• There is then two teenage white girls fighting, which goes against stereotypes.
• There is a female homeless person in the video, this goes against stereotypes as the stereotypical view of a homeless person is a middle aged man.
• There is then a young black man who is also wearing a hoodie, he bumps in to CBR and when he does she looked worried. This gives the false stereotype that he might steal from her, which is reinforced from the video. However, he is just a dancer.

shelter

old spice

Lucozade

Advertisment task

Big issue comparison

Big issue

The Big Issue notes and analysis

Newspaper representation

Newspapers front cover

Mid Market- Daily Mail

The daily mail is more formal than the popular press however it is more informal than quality press. This is because it uses slang terms such as "slammed his brexit dithering". It uses this sort of language to appeal to a wide audience but specifically the middle class. It is normally a mix of hard and soft news on the front cover, normally featuring a bit about politics, the royals and celebrities. However, on today's newspaper it is only focused on politics and hard news. It does not have traditional serif masthead for the title but instead sans serif. This is done as it makes the title stand out and give the daily mail a strong sense of identity. It also makes them look like a traditional paper from the past which would make the general public trust them. It does have a capitalized banner headline that states "condemned by his own candidates". This makes the headline stand out and appeal to the middle class audience. The front page has a high image to copy ratio which features a large picture if Jeremy Corbyn and a little bit of writing, however the difference is marginal. The paper also has its own traditional logo at the top. This logo looks like it is from the past and it would give a strong sense of nationalism to the British public. All of the above helps the daily mail appeal to a British, middle age and middle class audience.       


Broadsheet- The Guardian     
The Guardian uses formal language and no slang such as "councils call for huge funding rise to tackle flood devastation." This is so it appeals to the upper class and people from the A-B demographic. The Guardian has a largely hard news agenda as the front page focuses on the election, flooding and councils. However, there is a bit of soft news at the top as it has some film news and celebrity news. This little bit of soft news makes the guardian appeal to a wider audience. It has traditional serif masthead writing. This allows for more copy on the front page and makes it look more intelligent. This helps it appeal to the target audience. The headline is also in traditional serif masthead and capitalized as in sentence. This makes it look more formal which appeals to the demographic A-B. The front page is largely dominated by copy with very few images. The copy is also very small so that it takes most of the room. The Guardian has news as information and not entertainment, this is because it mostly focuses on hard news. This therefore offers news as information. All of the above helps the guardian appeal to an upmarket and upper class people.


Tabloid- The sun
The Sun Uses very informal language such as "Three Lions Maul Monte". This is done as it appeals to the working class and gives the impression that it is like speaking to your friend. It has soft news as it focuses on football and celebrity gossip. It does have a bit of hard news as it has a bit of news of Nigel Farage. It has traditional serif masthead, in very bold writing. It also has white writing on red background. This is so the writing stands out. The headline is fully in bold, capitalized and in white on a black background. The front page is dominated by image with very little copy. This is so it appeals to lower class audience and a C2-E demographic. Most of the news are entertainment (soft news). All of the above helps the sun address a downmarket audience.
                                                             

HWK Newspapers Research

Activity 1 – researching the decline in print newspaper circulations

Average Daily Print Circulation for National Newspapers for January 2000, in millions
The Sun	3.6
Daily Mail	2.4
Daily Mirror	2.3
The Daily Telegraph	1.0
Daily Star	0.5
Daily Express	1.1
The Times	0.7
Financial Times	0.4
The Guardian	0.4
The Independent	0.2

The sun now currently has a daily print circulation of 1.3 million, Daily mail 1.2 million, Daily mirror has 0.5 million, Daily telegraph 0.3 million, Daily star 0.3 million, Daily express 0.3 million, The Times 0.4 million, Financial times 0.2 million, The Guardian 0.1 million, the Independent no longer prints.

1.      Which newspaper(s) no longer has print editions?

In March 2016 The Independent stopped print editions of their newspapers. Instead they are fully online newspaper.

2.      Which new national newspapers have been founded?

The I was founded in 2010 was a sister newspaper to the Independent but it was acquired by Johnston Press in 2016. It is a broadsheet. The sun on Sundays was first founded in 2012. It is a Tabloid.

3.      What is the general trend in newspaper circulation?

Newspapers has been in decline there has been a weekday circulation drop off 7% and Sunday circulation has dropped by 4%. 

4.      Which genre of newspaper has had the steepest decline – the red-top tabloids, the middle-market newspapers, or the broadsheets?

Broadsheets have had the steepest circulation decline as tabloids sell more print. However, Broadsheets get more hits on their websites than tabloid newspapers do.

Activity 3 – Concentration of ownership

Newspaper Groups	National Daily Titles Owned	Daily Circulation in millions (percentage of total)
News International	Sun, The Times	2.0 (36%)
Daily Mail and General Trust	Daily Mail	1.3 (23%)
Reach plc	Daily Express, Daily Star, Daily Mirror	1.3 (23%)
Telegraph Group	Daily Telegraph	0.4  (7%)
Johnston Press	i	0.3  (5%)
Nikkei/ Financial Times Ltd	Financial Times	0.2  (4%)
Guardian Media Group	The Guardian	0.1  (2%)

What percentage of daily circulation is owned by the top three owners?

The top three owners News International, Daily Mail and Reach plc sell 82% of the total newspapers sold. This amounts to 4.6 million newspapers daily.

Name the two writers who argue that concentration of ownership decreases quality and choice in newspapers. 

Doyle says that too much concentration of media ownership is dangerous as the media has too much power. Marxists that the big cooperation’s dominant which limits choice. 

This was printed by the sun on Tuesday 16th of October 2016 it is published by the News group Newspapers. This is a tabloid and the intended audience of the sun is both male and female from a C1-E demographic. They appeal to this demographic by having the picture from Team America World Police a film they would recognize. It also has little writing and more pictures on the front to appeal. The title of the article is "how do you solve a problem like Korea", this sets a serious tone as it shows how dangerous Korea is. This danger is emphasized by the sun pointing out the "fury at nuke tests". The picture is of Kim Jung Il from Team America World Police. This portrays the North Koreans as being stupid and a joke. It also portrays them in negative light. This front cover overall portrays the North Koreans in a negative light and nuclear weapons in a negative light. 

Audience notes

Demographic A- Higher management, Bankers, Lawyers, Doctors, Professionals.
Demographic B- Middle management, Teachers, Creative and media.
Demographic C1- Office supervisors, junior managers, nurses, white collar jobs.
Demographic C2- Skilled manual worker, plumbers, builders, blue collar jobs.
Demographic D- Semi Skilled, Unskilled manual workers.
Dempgraphic E- Unemployed, Student, Pensioners.

An audience response could be based on their Cultural experience, Historical competence, Situated culture, Gender, Ethnicity and Age.

Aspirers- Seek status. Materialistic, orientated to image and appearance, persona and fashion. Typically younger people.
Succeeders- Seek control. Strong goals, confidence, work ethics and organisation. Typically higher management and proffesionals.
Resigned- Seek survival. Rigid values. Interested in past and tradition. Typically older people.
Explorers- Seeks discovery. Energy, individualism and experience. Likes adventure. Typically a younger demographic.
Strugglers- Seeks escape. Alienated and disorganised. Has few resources. Buys alcohol, junk food, lottery tickets. Typically lower demographic.
Reformers- Seeks enlightenment. Freedom of restrictions. Personal growth. Social awareness. Anti-materialistic.

Stuart Hall's reception theory

Communication is a process involving producers encoding products and the audience decoding them. There are three hypothetical positions from which messages may be decoded. 

The dominant position- the encoders meaning is fully understood and accepted.

The negotiated position- The meaning of the encoders term is acknowledge and understood, although the message is adapted or negotiated by the decoder.

The oppositional position- The encoders message is understood but the decoder disagrees with it, reading it in a contrary or oppositional way.   

Representation booklet

https://drive.google.com/file/d/1jmsroqjip5OmiwPVo1DIzh4JtGSyxUnd/view?usp=sharing

Representation notes

Everything in the media is a construction which is done by the process of selection, omission and construction.

Stereotypes- shortcuts we use to associate one thing with another. These are repeated so we think that they are true.

Archetypes- an extreme stereotype.

Counter type- a representation which challenges stereotypes.

Countertypes

This is a countertype as it is a women carrying a knife, this would normally be expected of males. Also the woman has been working out and got lots of muscles which is another stereotype.

This is a countertype as it is an old lady lifting weights. This is a countertype as an old lady would not be expected to go to the gym.

This is a countertype as it is large person playing sport.