1. Analysis of 3 Similar Products to Main Piece
Howler – Back Of Your Neck
http://www.youtube.com/watch?v=swg9X1LcXm8
Genre elements Conventions presented in the Back Of Your Neck Video
Performers/Characters –
representations, stereotypes,
behaviour, body language,
specific pop stars
The band conforms to their “indie” labelling and plays around
with retro clothing style such as, vintage jumpers and skin tight
jeans. Their behaviour also demonstrates their genre and
stereotype shown through a relaxed persona, drinking and
smoking. The main singer in the band is shown to the audience by
his positioning in the band setup e.g. at the front also by the
majority of the footage being focused around him.
Genre Type: Performance,
Narrative or Conceptual? Are
there elements of each?
Describe them.
If there is a narrative, what
type of narrative is it?
(Linear/Non Linear?)
The genre of the music video is a performancevideo; this is
because there are parts of the video which are just of the band
performing on a stage. This video also includes footage of the
band not on stage which has been shot to look like archive
footage. This footage is of the band travelling and the audience
are made to feel involved with the band being shown this footage.
This video has elements of a time disoriented non linear narrative
due to the shots moving backwards and forwards between archive
footage and a stage performance.
Iconography – props, symbolic
codes
The iconography in the video includes the bands instruments
which are heavily featured throughout the video such as drums,
microphone guitars and bass.
Setting- mise en scene There are two main focuses in this video: one is the band traveling
together and the other a static performance show. The mise en
scene when the band are traveling is crowded rooms with friends,
car and train journeys.
Technical and audio codes –
camera use, editing, lighting,
diegetic/non diegetic sound,
sfx
Archive footage has been used which includes the band traveling
and spending time together. This footage is shot with a handheld
camera which feels like the audience are traveling with the band
and a band member has shot this footage. Another aspect which
makes the audience feel incorporated into the video is the use of
a variety of close up shots, and wide shots to show the band
members and where they are.
When the band are performing a tripod has been used which
contrasts the other footage and the editing is very different also
as the traveling footage cuts very quickly whereas the
performance shots are longer. A variety of lighting has been used,
when traveling about natural lighting is used and when the band
are performing high key lighting is used to show off the band and
their instruments.

2. Analysis of 3 Similar Products to Main Piece
Neale’s ‘Mental Machinery’:
How does the text meet
audience expectations? How
does it conform to convention
and/or deviate from
convention?
The text meets audience expectations because it shows the band
performing and also behind the scenes footage which gives the
audience a feeling like they are being incorporated in the bands
life. Due to scenes being included in the music video like them
traveling and enjoying time together relaxing at home and
together the audience feel they are seeing another side of the
band. The video also appeals to the indie genre because it doesn’t
focus on fancy effects and manipulation of the surroundings. The
video has been manipulated to look like a old film camera style
somewhat like a home video filmed by the band.
What ideologies are encoded in the music video?
The ideologies which are encoded are the importance of friends and company with others. The
band are shown as a group and working collectively to produce music together.

3. Analysis of 3 Similar Products to Main Piece
The Black Keys – Little Black Submarines
http://www.youtube.com/watch?v=6k8es2BNloE&feature=BFa&list=PLkGdbOiouc7ASLlsz3bEM8FiB
Q6__ZrLl
Genre elements Conventions presented in the Little Black Submarines Video
Performers/Characters –
representations,
stereotypes, behaviour,
body language, specific pop
stars
The main focus is on the band members performing however the
audience play an import role in the production of the video as they
give the impression that the video is a live performance.
Genre Type: Performance,
Narrative or Conceptual?
Are there elements of each?
Describe them.
If there is a narrative, what
type of narrative is it?
(Linear/Non Linear?)
This video is a performance video and has the two main members of
the band singing and playing drums.
Iconography – props,
symbolic codes
Props which are used includes guitars microphones and drums
I would go as far as saying that the audience have been used as a
prop in this video due to the performance narrative there is an
inclusion of the audience they also show the intermit live nature to
the video.
Setting- mise en scene The only setting used in this video is a small pub setting with a stage
and area for an audience.
Technical and audio codes –
camera use, editing,
lighting, diegetic/non
diegetic sound, sfx
The lighting is low key as the setting Is supposed to be a grungy sort
of bar/pub however there are spot lights used to emphasise the
performance aspect to the video. Close up shots have been used to
create the feeling of being involved with the band. Artistic close ups
of the microphone and instruments being used also show the
performance side to the video. When the pace of the music picks up
so does the quick editing of the shots in the video.
Neale’s ‘Mental
Machinery’: How does the
text meet audience
expectations? How does it
conform to convention
and/or deviate from
convention?
The audience for this type of video would expect the focus to be on
the band and this video delivers that through the close up shots and
the focus not being on how much money has been spent on the
production of the video.
As a video for this specific band however this video deviates from
their norm as most of their videos have a comical narrative to them
such as their “lonely boy” and “tighten up” music videos.

4. Analysis of 3 Similar Products to Main Piece
Mumford and sons – Lover of the Light
http://www.youtube.com/watch?v=nMJUbZrNnA8
Genre elements Conventions presented in the Lover of the Light Video
Performers/Characters –
representations, stereotypes,
behaviour, body language,
specific pop stars
This video doesn’t contain the band instead it focuses on a man
who is visually impaired. This has been shown through the
clever camera angles, subject matter and edits included in the
video.
Genre Type: Performance,
Narrative or Conceptual? Are
there elements of each?
Describe them.
If there is a narrative, what
type of narrative is it?
(Linear/Non Linear?)
This video has a conceptual genre type. This is because of the
visual element which tells a story to the audience beautifully.
There are also some narrative aspects and the video. There are
multiple meanings which the audience may interpret
differently. It reaches audiences on an emotive level visually
and creates mood and evokes feelings.
Iconography – props,
symbolic codes
There is a symbolism with the deer which is incorporated into
the video but this is down to audience’s interpretation of this
symbol as to what it might mean. The main props are simply
what can be found around the house of the character for
example he makes a cup of tea and breakfast which
demonstrates the difficulties a visually impaired person faces.
Setting- mise en scene The mise en scene varies throughout the video from outside
shots with stunning sunset/sunrise and forest locations but also
the characters house and rooms within his house such as his
bedroom and kitchen. When the character leaves the house he
embodies someone who has been set free which connotes that
he was stuck in his house due to his disability and through the
video you see him overcome this and break free and run.
Technical and audio codes –
camera use, editing, lighting,
diegetic/non diegetic sound,
sfx
Whilst in the house close up shots of hands and the characters
face show his impairment and his emotion. Panning and
tracking shots are used when the character is running through
the forest towards the light which is the sun. There are a variety
of long shots and shorter shots all edited together. Diegetic
sounds are included at the beginning when the filming is
outside. Although the narrative behind the video is sad due to
the character being held back by his disability overall the video
is about him overcoming this and behind empowered the
lighting is high key throughout.

5. Analysis of 3 Similar Products to Main Piece
Neale’s ‘Mental Machinery’:
How does the text meet
audience expectations? How
does it conform to convention
and/or deviate from
convention?
This video deviates from the norm as most alternative/indie
music videos have a comedic reference or have a performance
narrative. However I think that audiences will take in the
emotion of the video and feel a connection relating emotionally
to the video which is what audiences of this genre expect.
What ideologies are encoded in the music video?
This music video makes audiences think about the character and the struggles he faces. It makes
audiences feel some way linked to the character and feel positive feelings. This video provokes
emotions and makes us revaluate our own lives and situations showing that even with a
disability this character was empowered and it didn’t hold him back.