Representation - Music Video Task
AO1 Demonstrate knowledge and understanding of media concepts, contexts and critical debates.
AO2 Apply knowledge and understanding when analysing media products and processes.
In the exam, you need to be able to write about:
· the role of selection, construction and anchorage in creating representations
· how the media uses representations
· the points of view (ideologies), messages present in representations
You will be expected to:
Ø recognise and analyse representations evident in the stimulus material
Ø demonstrate an understanding of the concept of representation and its importance in analysing and understanding media texts.
Ø develop your response beyond a description of simple representations
Ø be aware of the more complex issues underpinning a discussion of representation e.g. issues surrounding stereotypes, construction, mediation and ideology
Before you look at your given text and question, can you answer the following?
1. Why is representation important when analysing and understanding media texts?
2. How are stereotypes formed? Why are they problematic?
3. How are different representations constructed in media texts?
4. What is mediation? Why is it important when analysing representation? Which theory can you link to the issues surrounding mediation?
5. What is ideology? How can you identify the ideology of a media text? Why is this important when analysing representation?
Choose a music video to study. You should prepare a short presentation on your video, analysing any representational issues present.
GENDER AGE ETHNICITY NATIONAL/REGIONAL IDENTITY ISSUES/EVENTS
Consider who or what is being represented. If it is people, are they men, women or children? What are their race, origin, social class, status, nationality, age and state of health?
· Who (organisations or individuals) is responsible for constructing the representations?
· Where are the representations placed? (i.e. what places are represented and in what context?)
· Are the representations positive or negative?
· Do the representations involve idealised versions of people and places?
· What attitudes, beliefs and values are represented?
· Do the representations confirm or challenge existing stereotypes? For example, in light of the history of slavery, is it possible to represent black people as servants or low-paid agricultural workers without the associated negative connotations?
AUDIENCE:
· What is the intended audience for the media product? For example, is it aimed at pre-school children, school children, pre-teens, teenagers, young singles aged 18–30, married couples with or without children, separated singles, middle-aged couples with adult children, retired couples or pensioners? It could be combinations of these.
· How is the audience defined and targeted by the product? Is it a mass audience or a niche audience?
· What is its gender, ethnicity and social class?
· Based on this, what do you think are the expected preferred readings for the product?
· What uses and gratifications will the audience gain from this text?
How does the target audience shape a) the representations present in the video? b) our analysis of these representations?
IDEOLOGY:
· How does the text represent relations between men and women?
· Is heterosexuality seen as the norm?
· Does the text show violent solutions to disagreements as the norm?
· Does the text assume that people live in nuclear families (a man, a woman and their children)?
· How are older people represented? Are they treated with respect or ridicule?
· Are acquiring and spending money represented as the principal goals of life
· Which cultures and ethnicities are represented?
· Who and what are not represented?
· Are the values mainstream or alternative?
Which theories can be used to help you identify the ideology of your text? Think about Mulvey’s male gaze and objectification, Propp’s functions etc.
LANGUAGE:
· What media languages are involved in the product? Are they written, verbal, nonverbal, aural, visual or a combination of these?
· If the text is a film, how is the language of film used?
· If verbal or written language is involved, what kind of language is it — formal, colloquial or slang?
· Is there a regional accent?
· Are other techniques used, such as rhyme or alliteration?
· Are there any examples of intertextuality?
How does the media language used in your text identify its place within a genre? i.e. put your text into the wider context of the conventions and expectations present within its genre – does it reinforce or subvert these?
Some examples of music videos to look at - feel free to choose your own!
AO2 Apply knowledge and understanding when analysing media products and processes.
In the exam, you need to be able to write about:
· the role of selection, construction and anchorage in creating representations
· how the media uses representations
· the points of view (ideologies), messages present in representations
You will be expected to:
Ø recognise and analyse representations evident in the stimulus material
Ø demonstrate an understanding of the concept of representation and its importance in analysing and understanding media texts.
Ø develop your response beyond a description of simple representations
Ø be aware of the more complex issues underpinning a discussion of representation e.g. issues surrounding stereotypes, construction, mediation and ideology
Before you look at your given text and question, can you answer the following?
1. Why is representation important when analysing and understanding media texts?
2. How are stereotypes formed? Why are they problematic?
3. How are different representations constructed in media texts?
4. What is mediation? Why is it important when analysing representation? Which theory can you link to the issues surrounding mediation?
5. What is ideology? How can you identify the ideology of a media text? Why is this important when analysing representation?
Choose a music video to study. You should prepare a short presentation on your video, analysing any representational issues present.
GENDER AGE ETHNICITY NATIONAL/REGIONAL IDENTITY ISSUES/EVENTS
Consider who or what is being represented. If it is people, are they men, women or children? What are their race, origin, social class, status, nationality, age and state of health?
· Who (organisations or individuals) is responsible for constructing the representations?
· Where are the representations placed? (i.e. what places are represented and in what context?)
· Are the representations positive or negative?
· Do the representations involve idealised versions of people and places?
· What attitudes, beliefs and values are represented?
· Do the representations confirm or challenge existing stereotypes? For example, in light of the history of slavery, is it possible to represent black people as servants or low-paid agricultural workers without the associated negative connotations?
AUDIENCE:
· What is the intended audience for the media product? For example, is it aimed at pre-school children, school children, pre-teens, teenagers, young singles aged 18–30, married couples with or without children, separated singles, middle-aged couples with adult children, retired couples or pensioners? It could be combinations of these.
· How is the audience defined and targeted by the product? Is it a mass audience or a niche audience?
· What is its gender, ethnicity and social class?
· Based on this, what do you think are the expected preferred readings for the product?
· What uses and gratifications will the audience gain from this text?
How does the target audience shape a) the representations present in the video? b) our analysis of these representations?
IDEOLOGY:
· How does the text represent relations between men and women?
· Is heterosexuality seen as the norm?
· Does the text show violent solutions to disagreements as the norm?
· Does the text assume that people live in nuclear families (a man, a woman and their children)?
· How are older people represented? Are they treated with respect or ridicule?
· Are acquiring and spending money represented as the principal goals of life
· Which cultures and ethnicities are represented?
· Who and what are not represented?
· Are the values mainstream or alternative?
Which theories can be used to help you identify the ideology of your text? Think about Mulvey’s male gaze and objectification, Propp’s functions etc.
LANGUAGE:
· What media languages are involved in the product? Are they written, verbal, nonverbal, aural, visual or a combination of these?
· If the text is a film, how is the language of film used?
· If verbal or written language is involved, what kind of language is it — formal, colloquial or slang?
· Is there a regional accent?
· Are other techniques used, such as rhyme or alliteration?
· Are there any examples of intertextuality?
How does the media language used in your text identify its place within a genre? i.e. put your text into the wider context of the conventions and expectations present within its genre – does it reinforce or subvert these?
Some examples of music videos to look at - feel free to choose your own!