Andrew Goodwin’s Theory
Andrew Goodwin created a theory which relates to my blog and studying of media. His theory consisted of 6 major elements in the production of a music video in the thriving industry:
1- Music videos demonstrate genre characteristics-
For example a stage performance in a metal video, or a skateboarding video for the music of Ska.
2- There is a relationship between the lyrics and the visuals-
For example the relationship could be a paradox, ironic, amplifying, contracdicting or even illustrative.
3- There is a relationship between music and visuals-
For example the relationship could be a paradox, ironic, amplifying, contracdicting or even illustrative.
4- The demands of the record label will include the need for lots of close ups of the artist and the artist mat develop motifs which recur across their work (a visual style).
5- There is a frequent reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.
6- There is often intertextual reference. This can reinforce and connote certain conventions of the music video or even emphasise a certain emotion as seen in another text (to films, TV programmes, other videos etc.)
Andrew Goodwin created a theory which relates to my blog and studying of media. His theory consisted of 6 major elements in the production of a music video in the thriving industry:
1- Music videos demonstrate genre characteristics-
For example a stage performance in a metal video, or a skateboarding video for the music of Ska.
2- There is a relationship between the lyrics and the visuals-
For example the relationship could be a paradox, ironic, amplifying, contracdicting or even illustrative.
3- There is a relationship between music and visuals-
For example the relationship could be a paradox, ironic, amplifying, contracdicting or even illustrative.
4- The demands of the record label will include the need for lots of close ups of the artist and the artist mat develop motifs which recur across their work (a visual style).
5- There is a frequent reference to notion of looking (screens within screens, telescopes, etc) and particularly voyeuristic treatment of the female body.
6- There is often intertextual reference. This can reinforce and connote certain conventions of the music video or even emphasise a certain emotion as seen in another text (to films, TV programmes, other videos etc.)
The Male Gaze Theory- Laura Mulvey
‘In a world ordered by sexual imbalance, pleasure in looking has been spilt between active male and passive female”
Laura Mulvery is a female theorist who helped the shift the orientation of the film theory towards psychoanalytic work.
Theory-
Phallocentrism- was a theory of Freud which Mulvey incorparated into "Visual Pleasure and Narrative Cinema". She creates this idea generally with film and cinematography (but modernly can be connected to any media text) and how they are both adapted and structured from patriarchy. She is connected with exploring the representaion of women of image and film and the ‘Masculinization’ of the spectator’s position. The name male gaze implies the act of looking upon women as merely objects, and how some women can’t see anything wrong with this. Hollywood is significantly a good example of this as they use gender difference as a function of narrative. Mulvery views ‘scopophillia’ as active (actively looking upon women) males and narcisim as passive females. She calls this narcissism (in this context is being looked at/admired) as passive and developed through identification with the object- as women we see traits of the character we aspire to have. Mulvery believes this scopophillia (the pleasure of looking at another person as an object, subjectively a female) as in cinema as repression of exhibition onto the female performer.
She states that the spectator’s (audience) gaze is male in two senses:
1- The Gaze Without- in the direction of women as objects of desire (this is experienced by women also).
2- The Gaze Within- identification with the male protagonist (both genders aswell).
The first "look" refers to the camera as it records the actual events of the film. The second "look" describes the nearly voyeuristic act of the audience as one engages in watching the film itself. Lastly, the third "look" refers to the characters that interact with one another throughout the film. The main concept here is the voyersitic apspect of being looked at or looking.
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