2. Laura Mulvey
According to Laura Mulvey and her beliefs, females are
used for the mere purpose of male fantasies an
satisfactions within the media industry.
However, the genre is also significant for this theory, and a song by Robin Thicke
‘Blurred Lines’ applies to this theory as it clearly involves the ‘male gaze’ theoretically
and physically. Although that is true, the convention is fundamental for some music
videos. For example. In this music vide the females are all dressed or ‘under-dressed’ in
the same outfits and are also equal to one another. Constantly in the background to
look better whilst dancing, or simply stand and be ‘appealing to the eye of the audience’
or for the most part ‘male audience’
However, Prototype can be ignored in this theory, as the focus of
the lyrics and video for the most part, is the artist himself and
him ‘getting better’…

3. Andrew Goodwin
0 …proposed that music videos contain traditional
narrative styles, and therefore Todorov’s ideas do not
apply to pop videos. Merely because it relates more to
movies through presenting the
equilibrium, disruption, recognition, attempt to
restore normality/equilibrium and finally, back to
normality. Clearly, this is long-winded and usually
would not fit into a music video, especially with the
average of a 3 minute song. Therefore, Goodwin had
responded with a simpler version for music
videos, proposing that there are three types of
videos…

4. 3 types of videos
Illustration – video tells the story and has a meaning
2. Amplification – video presents new meanings and ideas that
only add to the song and also relate to the lyrics
3. Disjuncture – little or no connection between the lyrics and
the music video
1.
An example of illustration would be ‘Pap don’t preach’
by Madonna, and ‘Telephone’ by Lady Gaga (link below
in the blog post incase you’d like a listen!)

5. additionally..
0 Goodwin also proposed that Pop videos rely on
repetition as the majority use the same images also
with the chorus in the video. Therefore the audience
may begin to associate certain mise-en-scene with a
particular genre. An example of that may be Indie rock
(Arctic Monkeys, The Killers and Franz Ferdinand)
who all have similar conventions of camera
movement, such as panning, also the instruments
being the prop and the stage as the location..

6. on the other hand..
0 Carrol Vernallis proposes that edits are more frequent in music videos, the majority
is disjuncture and involves base track editing as the rhythm is usually connected to
the song. Including editing such as CGI to draw attention, split screens and wipes.
The base-track is usually used to give the music video some composition and the
camera can also move along with the music.
0 An example that has a clear base-track is Burn by Ellie Goulding. It also includes
manipulation of time, meaning there had been slow motion shots, usually of the
singer.
0 http://www.youtube.com/watch?v=CGyEd0aKWZE (Burn – Ellie Goulding)
Prototype – The Evolution of Man
In terms of a base track, we as a group
opened up Final Cut Pro and
attempted to lay the base-track, which
we did, but found it difficult to edit in
such a way.
The main reason for the fact
that we didn’t use a base-track
is because we did not have
enough base-tracks filmed
from start to finish…
continued..

7. 0 ..all base-tracks started from random points within the song, therefore
laying out the base-tracks and editing align with the song.
0 We also found it easier to add sequences filmed as we went along,
because we have a story to create.
Develop or Challenge?
The Evolution of Man by Prototype definitely challenges Vernallis theory on
editing in terms of base-tracks. What is does develop is the use of panels and
CGI (black and white)
Split Screen used
Black and White

8. Develop or Challenge?
0 Develop a media convention that our video also follows is that the artist is
taking on the role of a character. Our artist is seen as both the performer and
character in the music video.
0 Challenging the proposition by Goodwin that videos rely on repetition. That is
because our video does not contain any repetitive shots and is always at a
new angle, even if the same location is re-used.
0 Developing Goodwin’s proposition on illustration and amplification. That is
because the video adds to the lyrics by creating this story of a break-up and
‘getting better’. Challenging disjuncture and not applying it to our music
video.