Timed Essay Question 2

Timed Essay Question 2 Explain how media language in music video incorporates viewpoints and ideologies. Refer to one of the music videos you have studied to support your answer. In this essay, I will be discussing to the extent the impact that the application of media language within music videos (Stop Where You Are) has on the way the audience will interpret a text, and whether they influence a viewer’s ideology. Camera angles, lighting’ editing and many other aspects of media language are used to achieve this. Firstly, the establishing shot of the setting suggests it is a very urban and run-down environment. There also close ups within the tunnels which show graffiti on the walls. These connotations suggest that there is poverty within the area. These examples of media language are also semiotics of the crime genre, and the audience will immediately associate these connotations with gang culture, as these examples have stereotypically been used in texts before. The overall message in SWYA, is that the modern society are very judgmental, and that we (the audience) should not ‘judge a book by its cover’. The setting subtly reinforces this message, because as the video progresses, the sky appears to become bluer and brighter, this is seen from various low angle and establishing shots which are used throughout the video. This is an example of pathetic fallacy, as the weather helps to convey the idea that although the setting initially seems slightly duller and more run-down, the people within the area are in-fact civil and it is not a bad place. This links back to the original message, which is to avoid being prejudice. The overall message is portrayed by initially using stereotypical connotations for social groups, which portray them in a negative light, but then attempt to the show the good side of these people. For example, the high angle shot of the homeless women, shouting at a suited, well-dressed male makes the homeless lady appear worthless and aggressive, which are both negative connotations. This also represents the dominant ideology, as a middle-aged man is wearing a suit, and most likely has a well-paid job, whilst the female is seen as in significant to the male. This also links to gender theory, as it suggests that men typically have more power than women in society. However, as the video progresses, the man is seen buying a coffee for the lady and sympathising for her, whilst they have a normal conversation. This shows a more progressive representation of the social groups and challenges the dominant ideology, as the man does not believe he is above the women, and the homeless is being friendly towards the male, we are seeing those from different backgrounds and social groups come together. The audience will interpret the views from SWYA differently depending on their believed ideology. They may take a preferred, negotiated or oppositional reading towards parts of the text, depending on their views. For example, a viewer who believes in the dominant ideology will agree with the connotations used for the homeless women to begin with, as she is aggressive and different to them. However, they would most likely have a negotiated or opposed reading to the connotations used, which portray her as being friendly, whilst she has a conversation and coffee with the male. The audience would have formed these preferred ideologies depending on their identity. Someone’s identity is formed by past experiences, upbringing, gender, age etc. These factors are what will contribute to how the audience interprets the text and particular social groups. Teenagers are another social group which are stereotypically represented in a negative way. The wide angle shot used on the teenage girl (at the beginning of the video) emphasises how insignificant she is. This reinforces the common stereotype that teenagers are powerless in todays society. Which is linked to the dominant ideology. A few seconds later, a jump cut shows a closer view of a mid-shot, this shot implies that the representation of the teenage girl is about to change in a positive way. As the video progresses towards the end, there is a low angle shot of the teenage girl with a positive facial expression, the low angle shot suggests that she does in fact have power, likewise with other teenagers in society. This opposes the dominant ideology and suggests that everyone in society should have an equal chance, this portrays the overall message of the music video, which is to challenge prejudice within modern society, and not to believe in the negative connotations which are attached to social groups. In conclusion, media language is used throughout SWYA to portray those from different social groups, in different ways. The use of media language can also promote ideologies by representing society in a particular way, for example by representing the black male as intimidating and in poverty to begin with, promotes the dominant ideology, as those who believe in this ideology will believe that the white, middle class, middle aged males are predominantly the successors in society nowadays.