Tuesday, 19 October 2010

Codes And Conventions


The following codes and conventions will be used in my analysis of three music videos;

Language-
The language is looking at appropriate text and how it is presented to the audience. Elements such as the title, images, photography and video must appeal towards the viewers interests and convince the audience to purchase the artists records/music either as a single or album. The language is also related to the genre of the music through the audio and what information is portrayed through the music video.

Institution-
The companies control the language, the ideology and what the music is representing. The institution is the company which would represent and organize the the music video production and also distribute the music through music channels, radio stations and advertise them in magazines and adverts.

Ideology-
Presented ideas as the audience would expect, appearing as common sense and genuine, it is important within the video. Ideology is the values that the media text conveys. The idea of the music video is to attract the right audience by showing the genre through visual contents.

Audience-
The audience must be attracted towards the music and find the video entertaining and feel the music video suits their expectations. Images, text, genre, must appeal and attract the customer and suit their needs.

Representation-
The representation is shown through the video as a way of representing the genre of narrative behind the lyrics. The representatives are shown as elements in the video to aid the genre of the music.

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