Media Theory Research
Media Theory Research
Introduction
In this post I am going to be exploring the ways a range of theories can be applies to music video, by doing this I will be making an initial decision in terms of which media theories I will likely use in the production of my final product.
Research
Product 1:
A Change Is Gonna Come
I have chosen this product to analyse, instead of an environmental protest video, as this product shows protest and people actively acting against an issue (mine being environmental, their being lack of equality). I believe it is important for me to go over this, instead of the ones I have previously been looking at as I want to show protest, to explore change and how we can come about this change.
*Within the music video, the use of Semiology (a media language theory by Barthes) is shown throughout. Through the protests, denoting anger and upset, and the literal signs people were holding up to denote racism and lack of equality.
*Narratology is also a theory shown, by Todrov. Todrov states the movement between equilibrium to a new equilibrium. Despite this media text not having an equilibrium, it is always in conflict (de-equilibrium) which i think is important, as it shows with climate change there is no equilibrium. With any inequality, there will be no equilibrium.
*Structuralims is used through the black and white and the coloured picturing, showing that what happened back then is still happening now, and that nothing has changed. The binary opposites of past and present both resulting into the same conclusion due to a lack of change. The binary opposites of the white man controlling the black, moving into the representation of postmodernism, by Baudrilllard, who states that there is a belief in progress, but there has been no literal progress, there are still problems and issues, such as BLM (as a 2020 example).
*Theories of Identity by Gauntlett is also prominent from the use that in the modern world, these people KNOW their identity and are protesting against the discrimination of it, for example the LGBTQ+ community has found who they are, and who they want to be and choose to live their life, and yet are discriminated against. This shows that we, as a society, must accept who they want to be so that they do not have to be protested against.
*The two feminist theories by bell hooks and Van Zoonen, feminists re protesting, they know their lack of equality and they are actively (like bell hooks wants) protesting for their equality, Women want to be treated with more equality for who they are and not what they are. As well as this, bell hooks states about racial discrimination, we see this within the protests within black communities who state about the equality of the colour fo their skin.
*Post-Colonial theory by Gilroy if the final theory i find prominent within this music video from how the black community still, after so long, must protest for their equality and their rights. It shows the white surpremisy is still existent and that there is an issue, especially in this year, police and government have not yet taken account to make life fair, and still are discriminatory.
Through this music video I have learned that despite protests from Martain Luther King Jr. in August 28, 1963, there is still inequality within the world almost 60 years later. Each individual fighting for their individual right. From LGBTQ+, to feminism, to racism, to even fighting against the war and the use of nuclear weaponary (cold war). Despite all this people are still fighting, I want to use this music video to show that we are still fighting, that we are fighting for the environment. Despite everything that is going on. It is an issue, like their inequality. Animals do not have a voice. The ocean does not have a voice. Climate does not have a voice. And we as humans must be that voice for them. This music video shows the fight, the voice they push. For those who cannot. They are fighting for multiple reasons. It may not effect them, for example a man could protest for women, but they are fighting for them, to support them and to be the voice others cannot.
This music video is their fight song, and I choose to use this within my own examples, through my website to show protest. As well as through my music video, to show the effects. Through the use of Structuralism. I hope to use binary opposites to display man vs nature, as well as Narratology, that there will never be an equilibrium until we do something and create global change.
*Binary opposites - they are in black and white as soon as the video starts, showing that environmental impact from the people can only be seen in black and white, for what it is rather than what it could be. It must be recognised for what it is before it gets any worse.
*Semiotics, the world is presented with the words “i could tell you i was fragile”, not only does it denote clear signs of us breaking and destroying the world at our only touch, but it connotes the planet dying, and the planet showing it’s life through the life force of the nature that we kill. A leaf is able to be crushed at ease. A life taken at will. The world is only as strong as the life forces which inhabit it.
*”west point, Nebraska. June 14, 2013” showing an image of a storm, it is a narrative as it shows real life examples and takes us on a journey of the lifetime of the world. We are following the story of our earth and our planet, One Republic have created the planets narrative, a theory constructed by Neale’s Genre theory.
*Halls theories of representation are present through the use of signs, such as deserts, the planet, storms, destruction. It uses natural disasters and the victims to represent real life and the struggle and suffering of the planet and those who live on it.
* Media effects are present as the media is influencing people, One Republic are a very powerful and well known band (with 8.84 million subscribers). They are influential and to have over 1000 comments show how people are impacted by this, who want to share their emotions, not only does this link with media effects but also the end of audience theory, that people like to interact with the media. They have a fan base and people supportive of this particular song. One particular comment to note was by MysticWolfMusic who commented, “This is so powerful and needs to be heard by more. Thank you for spreading a message that needed light through your music, OneRepublic. We need more artists like you guy”, this comment was 3 years ago and got 1.9k likes. This is very powerful from a audience point of view.
I have chosen this song not only for its beautiful lyrics but through its powerful message. It is stunning to watch and really reflects the pain of the earth. Every single lyric sung, in my opinion, could be a word said directly by mother earth, as if it were her plea for help, for a better world. Not only have One Republic clearly displayed the representation of the earth’s pain, but also the people suffering through that pain. The protest being that Mother natures pain is our pain too. The most powerful lyric being, “I could tell you I'm immune to everything but that's a lie.”
This artist has not only displayed clearly the pain but also how we, as a society are suffering, which is something i want to display within my music video. The pain of destroying the future for the youth, of breaking the childhood and creativity within them. We are in a structured society. Birth, education, work, retirement, death. We have no time for the environment, but we could, if we open up and start to rebuild what we had destroyed. We only have one life, the earth only had one life.
Conclusion:
In conclusion, I will use some of these theories explored in my final produce, for both my music video and website, in doing so I hope to being a range of benefits for my audience interaction.
Shirky's end of audience theory is a major theory that will greatly benefit my website as if I am able to gain an active audience who will be able to interact with my website whether it be via a comments page or a way to interact with the page i.e. access my music video or access links to other environmental communities, where they can get support for their fight to save the environment, it may allow my website to be more accessible and engaging for those active audiences.
Another theory I will look into is Halls receptionist theory. Hall talks about preferred, oppositional and negotiated audience. I would like to be able to make clear messages encoded within my product in hopes that the preferred audience will be able to understand and engage with the product, and that no false or confused messages are delivered within the music video. In doing so, I know in society there will always be a negotiated and oppositional audience, as stated by Halls theory however, I will try to allow my music video to accept these audiences as the subject of my video is highly bias based on opinion.
Finally, Todrov's theory of narratology is the most important for the music video in particular. Without a story, or something that conveys message to the audience, there is no personality to the music video. A music video is supposed to represent the lyrics and the emotions of an artist who is presenting their song to their fans/audience/viewers. A music video is for the audience to understand what the artists song means to the artist, whether it has a different meaning to the audience is for them to find out. A story, for me, is the most important as it shows hardships and represents society for how the directors or artists view it. For me, I wish to display a narrative that expresses the youth and is representative of the future generations.
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