Intro -reword the question and briefly describe what representation is.

Para 1
Theory 1 Laura Mulvey The Male Gaze
Stereotype 1 women are objectified by the media
Example - female in our music video MeS `fitted clothing, glamourous make-up
Relate back to theory As Mulvey states women are typically sexualised, we followed this
convention in our music video.

REPRESENTATION
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Para 2
Theory 2 Michael Maffesoli Urban tribe
Stereotype 2 the stereotypical audience for Indie genre British Caucasians.
Example all your characters were Caucasian therefore following the paradigm of the
stereotype that Caucasians are the typical audience.
Relate back to theory you wanted to target a mass audience for indie music thus casting
archetypical characters
Para 3
Theory 3 Dick Hebdidge, subculture was created as a rebellion against mainstream society.
Stereotype Indie music was formed to go against the mainstream popular artists.
Example MeS hipster clothing Narrative the feel they do not conform within society
Relate back to theory Para 4
Theory 4 Louis Althusser suggests that the media create representations which then society
believe to be norm thus follow the representations.
Stereotype 2 Mainstream media portray middle/upper class lifestyle as the gateway to
happiness.
Example: The characters Setting is in a city represents city life to be ideal and successful.

Intro -reword the question and briefly describe what media language is.
Mention media language is editing, sound, cinematography and MES to
create meanings of G, R, N for A.
Para 1
Genre Theory 1 Fiske genre is there for convenience
MeS Example - female in our music video MeS sight fitted clothing,
glamourous make-up
Relate back to theory
Para 2
Audience Theory 2
Sound Example
Relate back to theory
Para 3
Narrative Theory
Editing Example
Relate back to theory Para 4
Representation Theory 4

MEDIA LANGUAGE
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AUDIENCE
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Intro -reword the question and briefly describe who your target audience
are.
Para 1
Theory 1 Uses and Gratification theory by Blumer and Katz
Why audience consume? Escapism and personal identification
Example - Narrative is escapist because..GIVE EG. Personal
identification of indie genre MeS hipster skinny jeans inspired by
music culture and lifestyle .
Relate back to theory - music is used as a form of escapism and
identification.
Para 2
Theory 2 Katz and Lazerfield The two step flow.
Why audience consume? The hipster movement was seen as an
alternative movement to the mainstream ideologies, however celebrities
and stars have began to follow the movement making it mainstream.
Example inspired by Florence and the machine her style and
alternative look vintage MeS following of audience. Inspired by her
movement and intertextual links Lip syncing of the artist.

AUDIENCE
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Para 3
Theory 3 Stuart Hall Oppositional, Negotiated or preferred readings
Why audience consume? what did the audience think about your music
video? Refer to your focus group and vox pops?
Example Quotes from audience feedback did they understand the
narrative and the themes within the music video?
Relate back to theory did audience have a Oppositional, Negotiated or
preferred reading?
Para 4
Theory 4
Why audience consume?
Example
Relate back to theory

GENRE
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Intro -reword the question and briefly describe what genre is.
Para 1
Theory 1 Genres control the behaviour of producers...
Robert Hodge and Gunther Kress (Hodge & Kress 1988, 7)
Purpose of genre why is genre important for the producer?
Example - what conventions did you learn from real media texts
and how you used them to create the genre?
ADD Theory: Hall music videos contain performance and
narrative
Relate back to theory genre is important to target specific
audiences.

GENRE
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Para 2
Theory 2 Genre is a principal factor in the directing of audience
choice and of audience expectations John Corner (Corner 1991:
2276)
Purpose of genre audiences like genre to identify conventions and
what they like.
Example - what conventions would audiences recognise about the
genre?
ADD Theory : Neale states genre is a set of expectations.
Relate back to theory you placed these conventions to target a
specific audience.
Para 3
Theory 3 Derrida states that a text cannot belong to no
genre.
Purpose of genre link to Goodwin and amplification of lyrics
abstract nature of music video but audiences still like to place
into genre.
Example - what abstract nature did you have? Did you have
hybrid genre?

NARRATIVE Q-Card
Intro -reword the question and briefly describe what narrative
your music video has
Para 1
Theory 1 Barthes Codes and Archer
Narrative Structure 1 What code? Link to Archer videos tend to
only suggest storylines and focus on fragments of the lyrics
(Steve Archer).
Example - Example of Narrative or lyrics from music video and
images linked to narrative.
Relate back to theory how do music videos have symbolic
meanings?
Para 2
Theory 2 Todorov and Berger
Narrative Structure 2 no structure as Todorov states but as
Berger states We are preconditioned to make narrative in
preference to shapeless, abstract, eventless images.

Narrative Q-Card
Para 3
Theory 3 Propp and Goodwin.
Narrative Structure 3 What character archetypes did you have? How
did they relate to Goodwins Amplification/Illustrative or Disjuncture?
Example Characters and what themes did you use within your
narrative to link to Goodwin?
Relate back to theory Did not have typical characters but
highlighted a storyline through the amplification of the
lyrics./suggested a storyline
Para 4
Theory 4 Strauss and Firth
Narrative Structure 4 oppositions within your music video? Firth
Performance, narrative and conceptual. Elements of conceptual and
Strauss?
Example: What is the oppositions how did you have in your
narrative/performance/concept?
Relate back to theory conventional of music videos to have P, N and