Cross-Media Case Study

Goodwin's Theory and Analysis

 Goodwin's Theory:


- Music videos demonstrate genre characteristics, such as stage performances in a rock video.
- There is a relationship between lyrics and visuals.
- There is a relationship between music and visuals.
- The demands of the record label will include the need for lots of close ups of the artists and the    artist may develop motifs which recur across their work.
 - There is frequently references to notion of looking, such as screens within screens.
- There is often an intertextual reference - to films, TV programmes, etc... An example of this is Snoop Dogg featuring in Orange's advert in 2008.


Analysis, Katy's Perry 'Roar.'

The music video proves Goodwin's theory, following many of his points. At the beginning of the video, the title 'Roar' appears, followed by a tiger's roar - showing there's a relationship between music and visuals. Throughout the music video, this occurs, every time Perry sings "Hear me roar," the audience will quite literally, hear a tiger roar. The audience will also see a tiger, in the reflection of the water or 'made' by fireflies during the video; showing the relation between lyrics and visuals. Towards the end of the video, Perry sings the lyrics "louder than a lion," as she 'roars' louder than the tiger and tames it. She lip syncs the lyrics during the video, showing another relation between the lyrics and visuals. However, she is often alone in the video, showing she is the star and this is her song.

The video has many close ups to show her emotions, and in turn to create a relationship between her and the viewer. The most notable close up is at the beginning, when Perry makes eye contact with the camera - drawing the viewer in and to make them sympathise with what happens shortly after. There is also notions of looking during the music video, during the beginning we see the male take a selfie, only through the screen - suggesting the audience isn't suppose to see it. Then later on, Perry is showering and the camera is hidden behind leafs - yet gain suggesting the audience shouldn't be looking at what they're seeing.

Technical Codes: Cinematography and Editing

Cinematography

- Camera movement may accompany movement of the performance, walking, dancing etc... But, it may be used to create a more dynamic feel to stage the performance. For example, circling the band as they perform.
- Close-ups predominate, this is mostly because of the size of the screen - but, also the desire to create a sense of intimacy for the viewer. It also emphasises the commodity on sale, not just the song, but the artist themselves.

 Editing

- The most common form of editing associated with the music promo is the fast out montage, rendering many of the images - impossible to grasp on the first viewing, thus ensuring multiple viewing.
- There are videos which use slow pace and gentler transitions to establish mood. This is particularly apparent for the walk of many female solo artists; as they have a broader audience appeal.

Example: The Verve - Bittersweet Symphony.

Cinematography:

- Tracking backwards/forwards with the performer centred.
- PoV shots of the people he is barging out of the way.
- Handheld close ups, use of a steady cam.
- Over the shoulder.
- Depth of field, allowing the audience to focus on him.
- Low angle mid shot of the group of men, establishes the end of the narrative.

Editing:

- Filter, blue/negative hue and saturation. Links to the title of the music video, adds a cold atmosphere.
- Fast and frequent cuts.
- Continuity editing.

From this music video, a clear narrative is given to the audience. The performer, who is clearly upset/moody, is knocking over anyone in his way.  

Development of technical codes:

-The key innovation in the development of the modern music videos was the recording and editing processes - along with the development of a number of related effects such as chroma-keypr green/blue screen.
- The advent of high quality colour videotape recorders and portable video cameras enabled many pop acts to produce promotional videos quickly and cheaply in comparison to the relatively high cost of film.

In the 1990s, a number of technical codes became common:

-The most common form of editing (associated with the music promo) being fast cut montage.
- Many images shown in quick succession, impossible to grasp on the first viewing.
- Split screen
- Colourisation
- Non-representation
- Lack of edits

However, as the genre developed, music video directors increasingly turned to 35mm film, as their preferred format. While others opted to mix film and video.