Representation of women in Music videos

The Gaze theory: the gaze theory is how the audience views people that are presented in music videos. In terms of the male gaze it’s how the male gender view the female gender when watching music video.

1.     How men look at women

2.     How women look at themselves

3.     How women look at other women

Laura Mulvey the one who created the term ‘male gaze’ I 1975believed that the audience have to view characters from the perspective of the heterosexual point of view of males.

When music videos are made they normally tend to linger on a women’s body and the events that occur within the music video, which involves them.

This links to Andrew Goodwin’s ideas of voyeurism. He states that music videos contain references to the idea of looking- this could refer to close up or intimate shots of your artist (which are often from the perspective of the male gaze.

For our music video the male gaze theory is something, which we would not like to include into our video, this is because as a group we have decided that we want to subvert the theory and not portray women in that kind of way. In addition we mostly have male actors in our video, as it is hard to find women that want to be within the video. 

 

video that conforms 

 

video that subverts

Research on Audience and Genre 

what is genre ?- genre is a system used to Categorizes different media text. 

what is audience ?- the audience are the ones that the music or music video is made for, they are the ones that judge and ultimately decided how successful what you created is.

why i choose do a rap music video : rap music is my favorite kind f music and have grown up listening to it, i am familiar with current artist that make music with this genre and believe i know what is needed in order to create a music video that matches what ca e seen from rap artist 

theories behind Genre:

Tom Ryall's theory-The purpose of genre is to meet or subvert the people's expectations of that genre, that causing pleasure or ( when they are met ) or having a deeper impact ( when they are subverted).  This is stating that depending on whether the audience agree or disagree with a text e.g. a video depends on what the genre is and the generic conventions used to portray that specific genre. in our case the first step to proving this thoery would be to conform to the generic contention of our genre of music, in this case it is rap. the next step would be how well can we portray these conventions and make sure they have a good impact on the target audience  

Stephan Neale the genre triangle- the triangle identifies the three interlocking keys to a media text; producers, text and audience. The producers develop the text and the audience tell the producers weather it the sort of thing that they are into and would like to see again. this is very important as we want to make sure the music video the music video has a positive impact on the audience and that understand what they are watching, having said that this cannot happen if the audience cannot understand or relate to anything they are seeing in the video so yet again generic conventions must be clear. this is very important for my own music video because for e to have a successful music video I must make the choosing the correct conventions that match my genre of music also make sure that the audience is familiar with them within the genre  

The music Industry background information. 

The Music industry   consists of the companies and individuals that make money by creating and selling music. Among the many individuals and organizations that operate within the industry are: the musicians who compose and perform the music; the companies and professionals who create and sell recorded music. 

current model of what the music industry is like in the modern era

in the early 20th century recording music sound was considered 'disruptive' to the traditional way of recording music by song sheets, this took sometime for people to adapt to. eventually the song sheet writer were overtaken and replaced by record labels such as Colombia record or Sony BMG. after this the big 6 came about, these groups began to dominate the music industry and the profit it made.

 

a representation of the big six companies that took control over the music industry, over time they began to reduce as companies such as Sony and Warner music. eventually, Sony and BMG became Sony BMG. independent record labels also began to rise as artist decided to distance themselves from the larger music group.

within the music industry you also have independent music artist and their companies, what is meant by independent music labels are labels that are not part of the bigger music foundations such as Sony and Warner, the reasons why we have independent record labels is because a lot of artist find that some of their deals don't give them a fair cut of the money that they earn from making music because of this artist such as Macklemore come about. Independent artist do find it harder because they are not supported by they don't always have the money to mass produce CD's or always have a studio to record, plus they are also need to get their music to stores that want to sell their music. with bigger labels they already have companies that produce CD's for they and have deals with stores to sell their products.

Me and Jaiden have created this practice video to practice lip syncing the music to the video, seeing as we are going to sync the music to our actually music video. The reason for this is we wanted to see what shots and camera angles work well when the music and visuals are linked together, in addition we also took the time to see what effects also worked well with the lyrics, we found that using techniques such as cross dissolve and cutting. Doing this has helped us to see that when it comes to actually filming the entire thing the pace of the music may be a problem as it is harder to match the fast paced movements we will need to adjust to this in order to make a good music video.

i created this video in order to experiment with different editing techniques, I have used the fade in/out effect in order to make it look like the person in cutting in and out of different places.I wanted to shows this as i would like to use this technique in my music video at some stage, it would be good for creating flash backs or showing two of the same person.

Mise en scene 

for the music video the Mise en scene will be very different to how a love song or a pop song will be, costume in rap music is very important as it portrays what kind of person the artist is, its their image how everybody recognizes them. for a rap genre I would like it if my artist would conform to the generic conventions of what a typical rap artist would wear. It is mostly common for a rap artist to wear the cloths that makes them look 'ghetto'.

to achieve this look we would have our artist to wear cloths such as hoodies, jeans, tracksuits, and most urban brands such as Adidas,Nike, Hollister. as we want to conform to audience pleasures these are the brands that our audience are going to recognize as they most likely wear the same brands as them.


Iconography
in the hip hop/rap genre artist tend to have their signature clothing that makes them standout to the artist, for example typically we see rap artist wear accessories such as snap-backs, big glasses, rings, gold ad silver chains including watches.mot artist wear these pieces of clothing to show they are apart of the rap genre. the  

costumes 

rap artist wear jogging bottoms designer jeans and tops trainers or sneakers, they sometimes wear smart casual clothing but they depends on the type of rapper you come across. trainers boots or sneakers are also worn,they wear these cloths to give off the impression they are rich and have the means of buying nice expensive clothing, it can also represent the amount of power they have depending how the accessory they are wearing.

Positioning and body language

rap artist normally stand with their hands out and to the side of them, they do they t show they are big and powerful figures within their music videos. Hands can also be to their sides or near n pockets, this is done to show they are relaxed and cool. facial expressions are normally serious or straight faced.