'Analyse one of your media productions in relation to representation'
Representation is a key feature to the development and creation of my product. Representation, as described by Stuart Hall, refers to the idea that all texts are encoded with specific ideas and expressed through careful mediation. Presenting reality is a twisted and specific way. My production is my A2 music video, 'Save the World (tonight)' by Swedish House Mafia, which comes under the genre and sub-genre of dance/pop. I will refer to a range of theories that reflect or challenge the concepts of representation in my music video, analysing and using examples to apply such theories to my product.
Firstly, James Baker's theory can be applied to my music video is a variety of ways. Baker refers to the idea of 'Selection, organisation and focusing' existing within my text, and is constructed to present a specific idea. For example the idea of selection is presented though the use of specific clips and parts, while missing parts out to construct a more flowing video. This was used in my video through the constant changing of scenario and events with the switching of college location to that of the mugging or near-car accident; thus removing the links between them and instead focusing on the key scenes rather than build up to them. Baker also presents the idea of focus existing in my video, which is the concentrating on one specific element of my video. I applied this through the consistent following of the main character (superhero) with varied camera shots and existence of a superhero costume throughout the scenes; and the emphasis on the narrative and its expansion, with the likes of the College merely providing a backdrop from the events that are playing out. The idea of reflective viewing can also link to my music video, with there existing a clear link between reality and the story unfolding in my video. An example of this in my video is reference to college and the life of a student, which has no 'surreal' elements and can be reflected upon by the audience that is viewing it. This in turn allowing a specific audience to be represented and related to, while building surreal and narrative extensions on top of it.
Tim O Sullivan's theory is also applicable to my music video in a variety of ways. Sullivan presents the idea that 'Ideology exists in media texts', presenting the idea that there is a selective view of reality and the idea that characters fit specific stereotypical roles in texts. In my video reality is tailored to my own specific way for the audience with there existing an idea that although the main character goes through the process many ordinary student do, with an added twist of a surreal superhero element, be it that of a daydream or reality, co-exists with the reality element and provides the narrative and representation I aim to achieve. Generic and stereotypical roles do also exist in my narrative, representing the characters in a way in which much of the audience will instantly reference and understand. For example, during the mugging scene the character getting mugged is that of a stereotypical weak, young girl who in comparison to the mugger is helpless unless intervention occurs. This is also reinforced by the use of contrasting costumes and low-angle camera shots which cement the muggers dominant position. Thus giving the clear representation to generic character roles that play out in a narrative. Another example of this is the use of a superhero/'good guy' that is focused upon throughout the scenes, being strengthened by the use of empowering camera shots and a bright superhero costume. This representing the main character is a stereotypical, good light that is present in most narratives.
The idea of Marxism is also able to be applied to my product and it's representation. Marxism mainly presents the idea of there existing a 'Hegemonic view of society' and 'Representations being encoded into mass media'. For example, the youth in modern day society is normally portrayed to that of 'folk devils' (as said by Stanley Cohen), but in my music video the young main character challenges the negative conventions portrayed by the media and instead brings about positive change, through the likes of saving those in need and being 'proud to help'. Challenging society's representation of modern-day youth. The aspiration to be better is also a vital part of my music video, with the main character, a typical bored student, daydreaming to be that of something which makes a difference in society. This clearly representing an idea many can relate to, as most try wish to be something better than they actually are, be that being in a surreal/imaginary way or not. My video is also the 'breaking of the normal', taking the reality element of college life and injecting the idea of fictional superhero elements, creating a spin on reality and expanding on real-life representation.
Dick Hebdige's ideas of 'Subculture being a subversion to normality' and 'Subculture being negative as its not the norm' can however be seen and challenged in my music video in a variety of ways. The dance genre itself can be argued to be a subculture that is a subversion of normal life; embracing common elements, specifically with characters, that can be associated as a representation of a dance audience. An example of this being the use of over-the-head headphones and loose fitting trainers, which can be associated with the subculture of a dance audience. However, the subculture being 'negative' is challenged in my video as instead of being a 'folk devil' of a teenager much of society suggests, my main teenage character goes out to commit acts of helping and saving; creating a twist to the typical negative representation that much of society believes in. Another example being the approach to the 'negative scenes' of my video, which although are distressing, are placed in a concept that results in a positive outcome. Reaffirming the representation of negative points in a positive light.
David Gauntlett and his idea of 'Identity being complicated' and 'Artists play with the idea of identity' can also be applied to my music video is certain ways. For example, my main character, the superhero, has a complicated identity were he is both a 'superhero' while also being a stereotypical teenage student. This moulding a specific identity that is then shown and represented to the audience, which is unique and specific to my music video. This in turn also creates 'layers' to the main character, as he goes beyond the typical place-model of a main character adding various elements, such as being hero and performing music, to the standard main character. In turning creating a more depth that is represented in the way I aimed to achieve.
In conclusion, its clear a variety of theories and elements go into create a full picture of representation in my product. These range from appealing to my specific audience to creating specific elements that attach to my characters for a more unique representation.
Firstly, James Baker's theory can be applied to my music video is a variety of ways. Baker refers to the idea of 'Selection, organisation and focusing' existing within my text, and is constructed to present a specific idea. For example the idea of selection is presented though the use of specific clips and parts, while missing parts out to construct a more flowing video. This was used in my video through the constant changing of scenario and events with the switching of college location to that of the mugging or near-car accident; thus removing the links between them and instead focusing on the key scenes rather than build up to them. Baker also presents the idea of focus existing in my video, which is the concentrating on one specific element of my video. I applied this through the consistent following of the main character (superhero) with varied camera shots and existence of a superhero costume throughout the scenes; and the emphasis on the narrative and its expansion, with the likes of the College merely providing a backdrop from the events that are playing out. The idea of reflective viewing can also link to my music video, with there existing a clear link between reality and the story unfolding in my video. An example of this in my video is reference to college and the life of a student, which has no 'surreal' elements and can be reflected upon by the audience that is viewing it. This in turn allowing a specific audience to be represented and related to, while building surreal and narrative extensions on top of it.
Tim O Sullivan's theory is also applicable to my music video in a variety of ways. Sullivan presents the idea that 'Ideology exists in media texts', presenting the idea that there is a selective view of reality and the idea that characters fit specific stereotypical roles in texts. In my video reality is tailored to my own specific way for the audience with there existing an idea that although the main character goes through the process many ordinary student do, with an added twist of a surreal superhero element, be it that of a daydream or reality, co-exists with the reality element and provides the narrative and representation I aim to achieve. Generic and stereotypical roles do also exist in my narrative, representing the characters in a way in which much of the audience will instantly reference and understand. For example, during the mugging scene the character getting mugged is that of a stereotypical weak, young girl who in comparison to the mugger is helpless unless intervention occurs. This is also reinforced by the use of contrasting costumes and low-angle camera shots which cement the muggers dominant position. Thus giving the clear representation to generic character roles that play out in a narrative. Another example of this is the use of a superhero/'good guy' that is focused upon throughout the scenes, being strengthened by the use of empowering camera shots and a bright superhero costume. This representing the main character is a stereotypical, good light that is present in most narratives.
The idea of Marxism is also able to be applied to my product and it's representation. Marxism mainly presents the idea of there existing a 'Hegemonic view of society' and 'Representations being encoded into mass media'. For example, the youth in modern day society is normally portrayed to that of 'folk devils' (as said by Stanley Cohen), but in my music video the young main character challenges the negative conventions portrayed by the media and instead brings about positive change, through the likes of saving those in need and being 'proud to help'. Challenging society's representation of modern-day youth. The aspiration to be better is also a vital part of my music video, with the main character, a typical bored student, daydreaming to be that of something which makes a difference in society. This clearly representing an idea many can relate to, as most try wish to be something better than they actually are, be that being in a surreal/imaginary way or not. My video is also the 'breaking of the normal', taking the reality element of college life and injecting the idea of fictional superhero elements, creating a spin on reality and expanding on real-life representation.
Dick Hebdige's ideas of 'Subculture being a subversion to normality' and 'Subculture being negative as its not the norm' can however be seen and challenged in my music video in a variety of ways. The dance genre itself can be argued to be a subculture that is a subversion of normal life; embracing common elements, specifically with characters, that can be associated as a representation of a dance audience. An example of this being the use of over-the-head headphones and loose fitting trainers, which can be associated with the subculture of a dance audience. However, the subculture being 'negative' is challenged in my video as instead of being a 'folk devil' of a teenager much of society suggests, my main teenage character goes out to commit acts of helping and saving; creating a twist to the typical negative representation that much of society believes in. Another example being the approach to the 'negative scenes' of my video, which although are distressing, are placed in a concept that results in a positive outcome. Reaffirming the representation of negative points in a positive light.
David Gauntlett and his idea of 'Identity being complicated' and 'Artists play with the idea of identity' can also be applied to my music video is certain ways. For example, my main character, the superhero, has a complicated identity were he is both a 'superhero' while also being a stereotypical teenage student. This moulding a specific identity that is then shown and represented to the audience, which is unique and specific to my music video. This in turn also creates 'layers' to the main character, as he goes beyond the typical place-model of a main character adding various elements, such as being hero and performing music, to the standard main character. In turning creating a more depth that is represented in the way I aimed to achieve.
In conclusion, its clear a variety of theories and elements go into create a full picture of representation in my product. These range from appealing to my specific audience to creating specific elements that attach to my characters for a more unique representation.
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