Task 1.1 - Prelims
Lip Sync
Experimental Cinematography
Task 1.2 - Music video Media Language Analysis
Genre theory – Steve Neale
The main point within this theory that we are focusing on is :
· The idea that genres may be dominated by repetition, but are also marked by difference, variation, and change.
The main point within this theory that we are focusing on is :
· The idea that genres may be dominated by repetition, but are also marked by difference, variation, and change.
The genre of Hip hop / Rap have has many different conventions one main convention is that there are many low angled, close up shots. This is used to imply the artist has power over their audience. This is because it makes them look like they're looking down on their audience and the close up means that they're important therefore they need a whole frame to themselves. This can be seen in Famous Dex - Pick it up music video in photo 1 in the slide show.
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In photo 2 we see Asap Rocky performing with a crowd behind him this is another genre convention of hip hop music videos. This is because if it looks like they're actually dancing to the song which means that they like the song, this would then make the audience feel like they enjoy the song at the same time.
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In the shot above we see another genre convention of the idea that the male performer usually perform with a woman standing irrelevantly next to them. This is to emphasis how important Asap Rocky is which suggests status, it also represents how irrelevant women are as he isn't paying attention to them
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A big convention of Hip Hop music videos is that the are a lot of references to wealth and this is usually done with the mise-en-scene of props, in the shot above we can see expensive jewellery being shown this connoted status withing society.
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Another convention of hip hop music videos is that there is usually a lot of males surrounding the artist to almost represent a gang, this is to show power as it shows strength in numbers. It also shows the artist being accepted in society which again signifies status. This shot shows that he has a lot of men behind him supporting him.
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Lastly in Hip Hop music video men gave all the power, it shows women as disposable and expendable. Which presents them as objects and nothing more. We could then say that in music videos of the Hip Hop genre includes a lot of misogyny. This is shows here as Asap Rocky is shown to be the most important focus as the cinematography places him in the middle of the shot with two irrelevant women.
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But this music video also doesn't conform to the genre conventions
Two conventions that the music video doesn't follow and diverts from is that usually there is a suburban America which is in black and white to show that it is old-fashioned and behind the times, within this music video we aren't presented with this. The other is that usually the artist is presented wearing sports jerseys. In this music video we aren't shown any of these items of clothing.
Task 1.3 - Related Product Media Language
- Layout - The layout of the website is made to look like an old sega mega drive as the AWGE and SEGA logo are extremely similar, it also includes links to merchandise, information, videos and pictures theyve created as well as contact infomation.
- Design - This is designed to look very retro as it fits well with the style of ASAP rocky videos which are very old with a VHS effect on them. The website also has a very simplistic design which helps navigate to the destined location
- Composition - The websites mouse pointer is the AWGE logo. It also has very game looking clickable links
- Marketing Techniques - The website has a shop that allows fans of Asap to purchase memorabilia and clothing which has been designed by ASAP Rocky because this brands movement is very publicly expressed that it is founded by ASAP Rocky
- Imagery - There is a heavy feature of the brands identity by using the brands logo.
Task 2.1 – Representation Screenr
issues - being homosexual in asian culture
Representation of an individual - them being lesbians.
Representation of an individual - them being lesbians.