Analyse the   music video for Riptide by Vance Joy  focusing on the following elements. Refer to contextual information and technical codes to support your points.



GENRE AND AUDIENCE

Research and summarise the indie genre : conventions, influences, audience  and key artists.
What is the definition of " indie " and does the artist, video fit into this category ?


NARRATIVE AND ICONOGRAPHY

Linear , clear and resolved narrative , or fragmented montage based on the lyrics of the song ?
Analyse scenes for symbolic objects and the meaning they contain .


REPRESENTATION

How is gender represented in the video ? Look at stereotypes, repetitive motifs and how women and men are  framed narratively and through iconography.



POSTMODERNISM

Which of the following postmodernist techniques are used in the video ?

Consider  these in particular :

Intertextuality ( including pastiche and parody of other media texts e.g  films by cool alternative directors such as Wes Anderson and David Lynch)

Ironic non -judgemental tone  ( particularly when referencing  dark subject matter )

Reflexivity ( the text showing awareness of its artificial constructed nature ) 

How does this change how  the audience responds to the messages, representations and other elements of the video ? Does it change the meaning ?

KEY TEXT : Dizzee Rascal ( Dream) Music video

VIDEO



Analyse  the content of the music video for Dream , using the technical codes ( use of camera, lighting, props , costume, iconography etc )and the narrative of the video  to focus on the following areas :

Narrative

What is the main narrative and message  of the song  , and how is this  added to or altered by the visual elements of  the video ( e.g lighting and colour ,camera framing ) and the techniques used, such as the use of puppets  ? 

Does the video  subvert or confirm the messages and content of the song ?  How ? 

What might the video be saying about Dizzee Rascal's relationship with the pop and grime genres , their audiences and the music industry ? 

Representation 

How is ethnicity, age , gender and class represented in the video ? 

How is the extent of  power and freedom  enjoyed by these characters shown visually ? 

What binary oppositions are created or shown in the video between different stereotypes or characters ? 

Are there any characters that subvert or challenge stereotypes about their social or ethnic group ?  



Intertextuality : What cultural or media references does the video and song make and why ?

e.g Captain Sensible

      Muffin the Mule

           golliwogs



THEORY  :  Postcolonialism( Gilroy) : Summarise the theory  and how it can be linked to content in the video.  Does the video refer to "traditional white Empire  " UK culture  and create a binary opposition with modern multicultural postcolonial Britain ? How ?

MUSIC VIDEO CASE STUDY 1 : Dizzee Rascal : Dream ( 2004)

 DREAM by Dizzee Rascal video LINK

KEY TEXT SUMMARY : Water Aid " Rain for good "

Analyse how the Water Aid charity advert Rain for Good   uses its technical codes to provoke responses, emotions and connections with its target audience.




How is the UK represented in the advert ? 

Who are the target audience ? How can you tell ?


How is the landscape of Africa represented in the advert ?


How are the people in Africa represented in the advert ? Focus on the main character as well as

 other people you see.




What is the central message of the advert and how does it achieve this ? Look at techniques to appeal to the audience and the technical codes used.


Does the advert follow or subvert the conventions of the  charity advert genre ? Compare with other adverts you have seen which focus on negative emotions and representations and focus on a narrative of a victim that need saving. Water Aid's previous campaign is good for a comparison too.  

(https://www.youtube.com/watch?v=szT7grQnHRU)


Give specific examples of technical codes ( camera shots , lighting, graphics etc. ) to support your points