P-P-P-Post Modernism

What is post modernism? The question that is hard to answer simply. But let's see what we can do.

According to Wikipedia Post Modernism is the follow: 

"Post modernism is a term that describes the post modernist movement in the arts, its set of cultural tendencies and associated cultural movements. It is in general the era that follows Modernism"

So let's make this a little clearer shall we? 

And What Do The Audience Think?

Stuart Hall is a cultural theorist and a professor of Sociology at the Open University. Hall looked into the ways in which audiences read into media texts. This is also called audience positioning. He came up with a model commenting on the three different ways in which we, as an audience, interpret mass media texts by contrasting social groups. 

Encoding and Decoding

The first of the three is:

• Dominant Reading (also known as Preferred Reading): This is where the audience will fully accept and their reactions will match how the producer intended for them to react. This makes the coding seem more organic and natural.

• Oppositional Reading: This is when the audience rejects and doesn't accept the producers intentions. This could be down to their social position. 

• Negotiated Reading: This reading is when the audience is middle grounded on the coding. The audience either partly agrees or disagrees with the intended reaction(s) or modifies it in a way which reflects them more preferably.

Stuart Hall was also interested in the media power; this includes social values and how it creates dominate ideologies. e.g. women's roles in society.  He has a firm belief that mass media holds a key grip on what defines the issues of public concern and catches interest through audience positioning.

Each individual audience member decodes readings uniquely. This brings forms the term polysemy which means a piece of text can have multiple meanings, leaving it open for anyone to interpret however they wish. In various contexts and cultures.

This is your map to Weston College...

A group of us made it our mission to survey the college we go to to try and find some typical UK tribes right under our noses. We found this a little difficult as most people were camera shy or had very similar styles and tastes. 

I think the only one that really stands out as being a specific tribe would be the guy dressed in red and black with black long hair. He seems to fit the 'emo/rock' stereotype with dark clothes, dark hair and he also was styling a pair of headphones around his neck which also shows some passion for music.

Tribal Roots

Michel Maffesoli, French sociologist, made work around a social link community. The prevalence of imagination and everyday life in contemporary societies. Author of his book 'The Time of Tribes' he argues about the conventional approaches to understanding solidarity and society are deeply flawed. Maffesoli's definition of his theory on 'Urban Tribes' is as follows"urban tribes are micro groups of people who share common interests in urban areas. The members of these relatively small groups tend to have similar worldviews, dress styles and behavioural patterns. Their social interactions are largely informal and emotionally laden, different from late capitalism's corporate-bourgeoisie cultures, based on dispassionate logic". 

Reflecting this theory onto music videos it's clear that each urban tribe associate themselves with a certain genre of music. For example, Rock music would most likely be listened to by 'Scene Kids'. 

There are 5 main segments to each micro group these include:

• MAINSTREAM
• ALTERNATIVE
• URBAN
• LEADING EDGE
• ASPIRANT

And within these segments are individual social groups; these include:

MAINSTREAM:

• Chavs
• Townies
• Fan Girls
• Chavers
• Boy Racers
• Blingers
• Sports Junkie

   

ALTERNATIVE:

• Nerds
• Real Gamers
• Hardcore
• Emos
• Scene Kids
• Young Alts
• Skaters

URBAN:

• Stylers
• Get Paid Crew
• Trackies

 

LEADING EDGE:

• Creatives
• Indie Scenesters
• Tumblr Kids
• DIYers
• Hipsters

ASPIRANT:

• New Casuals
• Trendies
• Rahs

Using Michel's UK Tribes theory is a good way for music marketing to advertise to their desired audience. Depending on what genre of the artist it determines the way in way they are represented to their target audience. An example of this would be a Pop artist wearing Rock or Urban clothing trying to advertise to Pop audiences - it's not going to sell very well as the audience and fans won't relate or have a shared interest. This is the distinctive link between music companies and urban tribes; it helps the artist to sell their music to the correct respondents.

If I was to categorise myself into Maffesoli's theory I'd probably fit in to the 'Townie' micro group as I'm quite 'normal'  and uniform compared to the other groups, however I find myself drifting between groups that I share interests with such as 'Rahs', 'Stylers' and 'Trendies'. 

As previously mentioned it's important for music artists and marketing to catch the eye of the right tribe/audience. I've decided to look into three social groups and match them to a music video that fits their social attributes.

Starting with 'Fan Girls' 

Their social hang out being Twitter they are able to stalk and get the down low on their favourite celebrities. For this tribe I've picked 'Directioners'. They are one of the (possibly the) biggest fan bases in history and it's obvious which video they love most:

One Direction - 'What Makes You Beautiful'

Next up I've picked 'Rahs'

'Rahs' tend to hang out on social media sites such as Facebook and listen to indie genre such as 'Kasabian', 'We Are Scientists' and 'Arctic Monkeys'. Their view on music is more about appearance and attitude so this does vary.

Arctic Monkeys - 'Why'd You Only Call Me When You're High'

Finally finishing with 'Emos' 

'Emos' tend to listen to expressive 80's punk rock melodies and tend to read magazines and listen to music channels such as 'Kerrang!' A typical 'Emo' band would be:

My Chemical Romance - 'Welcome To The Black Parade'



The Circle of Lif--Genre.

Genre's go through temporary phases of popularity; coming in and out of fashion. Thus causing a 'genre cycle'. Below is my prezi on what each stage consists of with examples:



Who is Mr Neale?

Media Theorist, Steve Neale believes that "genre requires repetition and difference" in order to work. Neale stresses that you have to stay within certain boundaries before repitition and difference become confusing for the audience and also keeping out of the 'boring' category. These concerns can cause the audience to lose a lot of interest or become disorientated. Likewise, too much difference can steer away from the genre entirely, again causing bewilderment for the audience. This is why Steve says it is essential to get the absolute perfect balance between repetition and difference. If there is no balance recognition for the audience becomes stressful and difficult, therefore I will show three music videos that execute Steve Neales theory correctly:

Start with Beyonce's - 'Countdown'

Beyonce is an artist who swims in and out of genres frequently. Partcularly pop, r'n'b and hip hop. She's a versatile artist who can pull off many styles. In her video 'Countdown' we already recognise the song to be of 'pop' critera as it is upbeat, quirky and catchy.

It's clear that this is a popular video as it has over 50 million views and 196 thousand likes on Youtube. Like Steve Neale says this video is repetitive with the lyrics e.g. the chorus it's also repetitive with the way in with the song and lyrics flow, the structure of the lyrics usually start with "Me and my boo boo...". Not only do the lyrics find themselves repeated but the video is done in a very clever, artist way and kudos goes to the editor of this video! You'll see through the video that there are multiple close up shots in the same outfit, same hat and same make up method infront of the same back drop but what makes it clever and different is the colours change at a fast pace. Although she is in the same style of outfit it subltly differs through the rapid change of colour pallet.

Mise-en-scene isn't the only other thing that you'll find yourself noticing yet loving, but also her dancing and the way the editor has put together the video. There's a lot of use of cutting shots up and putting them together along side each other and Beyonce is inside doing the same dance sequence - what makes this bearable is the way in which everything is put together with the beat of the music. It follows the rhythm much like in Andrew Goodwin's theory. (Prepare for photo bombard)

These are only a few on many shots where repetition is used in artistic ways, here have some more:

I think what makes this video so unique yet repetitive is the editing skills used. If there wasn't so much editing it would look like any old pop music video with a catchy tune. 

Following with - Lady Gaga - 'Applause'

Lady Gaga is no stranger to being different. Some people may say she was born this way (Very bad pun, I know.) Her music videos since debuting in 2008 with her hit song 'Just Dance'she has always brought something a little quirky to the pop scene. Not only are her music videos exciting, and somewhat refreshing, but also her choice of attire. Does anyone remember her cold meat number? 

So, I've chosen to pick her latest song 'Applause'. Once again, she has without fail brought us a post-modern fuelled anthem. Now lets look at some of the things that Steve would consider repetitive. Of course a Lady Gaga video would be nothing without her impulsive dance sequences, and crazy outfits. In this we see a lot of interpretive dancing with her and several over people. And of course the signature 'applause' clap movement, and not to forget pop genre convention, massive amounts of lip syncing. 

But what about this is different from any of her other videos or anyone else's for that matter? It's clear there isn't the typical bright, boyant, vibrant colours used only meer hints but, I think it goes without saying that Gaga is all about entertaining the audience and her entertainer personality pulls this is beyond expectations. There are no expectations with Gaga other than it's going to be a little bit kooky. To keep the audience interested, in the first 25 seconds I counted at least 20 different shots. There's so much variety of camera angles it's almost hard to keep up but it doesn't half keep your eyes glued to the screen

A bit recognizable trait for pop music is studio location and synthetic lighting which in both Gaga and Beyonce's video en tale. 

Finishing with Fall Out Boy - 'The Take Over, The Breaks Over'

Let's finish off with something other than pop videos. A old favourite of mine - Fall Out Boy. According to Wikipedia they are a 'pop-rock', 'alternative rock' and 'pop-punk' genre. Some typical conventions for Rock are the most obvious, group camera shops, instruments and skinny jeans. Steve Neale's theory is present in this video as there are many repetitive shots of the band playing together (long shops, establishing shots) and plenty of close ups of instruments and artists. What makes this different that just your bog-standard rock band video is the introduction and the random activities that occur during the video.

It's shot in black and white and the editor has colour picked certain objects to drawn the audiences attention to it. This monochrome effect also reflects the dog's vision, as canines are supposed to be colour blind. There's lots of little connotations to dogs such as the main singer being dressed as a giant steak, he's also seen with a cat mask on, other dogs walking around, post men and fire hydrates. I like how it is repetitive enough for us to understand and identify that the band and genre is rock through the mise-en-scene and props. But unlike many rock genre videos this is shot in a studio set up instead of say, a abandoned building, or in a concert. There's also a lot of dancing in this video compared to other rock artists to tend to stick to quite basic movements. 

Something that I found really interesting and unique from other rock music videos is the honesty they put into this one. They included fans comments about they 'changing' and being different from their roots. I think this is quite a bold move for a band of this genre to include in their videos as this relates back to rock bands being more emotionally connected to their fans through concerts and the like.

The Theory Behind the Genre.

 

What is 'genre'?

 

Genre involves characteristics which all audiences can identify and recognise. Genre can also be looked at as a 'formula'. This 'formula' is repeated and used over and over again across all media platforms. For example in a pop music video you would find all the same styles of location, costume, colour pallet and iconography. In a Horror film as an audience we'd recognise it as it's genre from the same atmospheres, the music choices, locations, costumes and props.

 

(Iconography of 'pop genre')

These elements create a certain expectation and the artist and directors need to fulfil these assumptions. The audience may even find a sense of pleasure in predicting these outcomes.

Despite the fact the audiences know all this and grant themselves some satisfaction of guessing correctly, audiences, including myself are open to slight alterations and unexpected genre elements - to keep things fresh. With this in mind it keeps things from being boring and unsatisfactory; thus making it a combination of both familiar and unanticipated.

 

An example of this would be Miley Cyrus's - Can't Stop music video. In this it features lots of elements of a pop genre, the close ups, the bright colours, dance sequences and upbeat tempo; however it is very alternative and unexpected and someone 'disturbing' to watch. This to me is bringing forth a new 'era' of pop videos to the scene.

 

(Miley Cyrus - Can't Stop)

 

But to actually identify a genre as something can cause to be quite problematic. How do we know how to differenciate pop from it's sub categories e.g. electro-pop, dance-pop, synth-pop ect? As an audience we can only hope to successfully identify and disect these problems by approaching it with theory.

Rick Altman has propsed a theory from his book 'Film/Genre' and has called it the semantic and syntactic approach.

 

 

 

 

Now, what is semantic and syntactic mean I hear you cry? Well, semantic is only concerned with the conventions of the genre that communicate to the audience with things such as location, props, music, camera and artists/stars. For example in a Rock video we'd expect to see:

• Guitars
• Skinny jeans
• Long hair
• Dark locations
• Close up of instruments
• Close ups of main singer
• Head banging
• Abandoned builds ect

Syntactic revovles around the relations of these elements and how the structure narrates the song/film. For example in a film or music video a protaganist could start off as a 'nerd' and soon work their way, through out the film/song, into becoming 'popular'. But during this narration a series of enigmas (problems) which get in the way of success.

To put it simply, Altman suggest that genre can be read through these steps:

• Production (the blueprint)
• Text (the structure)
• Exhibition (the label)
• Consumption (the contract)

Blueprint: Genre can be seen as a blueprint, as a formula like previously mentioned, that programmes and patterns the industry production.

Structure: Genre can also be seen as a type of structure, as the formula framework on which individual films/songs are founded.

Lable: Genre as a lable names the category central to the decisions and communications of distributors and exhibitors.

Contract: The viewing position required by each genre film/song of its audience.

If we, the audience, are able to look at film and music genres in this way, we can begin to understand and depict what each one is. Providing a sophisticated approach to reading into genres.



Wobbly Jungle Robba, Cherry Sparkles and The Desert Monkeys

My previous post I wrote about different genre conventions in 3 well known music genres: pop, rock and urban. With this knowledge me and some friends filmed a short video explaining and demonstrating what exactly each of these genres look like in music video form. Prepare to laugh, prepare to cry...

I present to you The Desert Monkeys, Cherry Sparkles and Wobbly Jungle Robba.

Pop, Rock n Drop it!

Every music video has it's own genre. It is an essential part of the directors job to include codes and conventions of the artists musical genre. In the case of many 'pop' starts; music videos are quite consistent and rarely stray from the rules. Such as the artist Katy Perry. She is a typical 'pop' icon and her music videos are eye-catching and match with her specific chosen genre. 

Otherwise known as ICONOGRAPHY is it vital for the audience to latch onto these conventions in order to understand what genre of music they are listening to. Iconography is the repetition of elements in which make the genre what it is. This makes the default package using visuals and symbols to help identify and associate with said genre. Now, I hear you ask; what is it exactly that makes up 'ICONOGRAPHY'?

Iconography is typically made up of muse-en-scene elements, such as:

• Costumes
• Lighting
• Props
• Locations
• ect.

As an audience we consciously (and sometimes unconsciously) spot these elements and our brain immediately stores it into a specific genre e.g. pop, rock, urban ect...

Referring back to Katy Perry's 'California Gurls' music video we can straight away see the colour palette used is bright, colourful and 'in-your-face'

Vibrant purples, pinks, orangesand blue hues are commonly seen in pop videos as these colours attract the eye and are instantly recognisable to that artist or genre. There are distinct colour schemes. As the above image suggests - this is from Katy's pop video. It's obvious that these colours are from this genre as they are exciting and suggest the music is upbeat and positive. The most occurring colour choices used in the pop genre are bright pinks, yellows and blues as these appeal to their target audience which statistically are of younger ages.

'Rock' The band Nickleback are a well known rock band for the 90s and their music videos cause a clear divide between the genres of pop and rock. The most typical colours used are blacks, dark reds/burgundies and 'off' colours e.g. off white. This is to suggest a more moody and emotional vibe to the song. A more serious edge. Most rock bands use quite loud, aggressive instruments which reflect into the colour pallet. For the male rockers blacks and greys are quite often seen on their clothes, location and visual colour balance of the video. The use of blacks and greys suggests a hidden aura, something more sinister and unknown. Female rockers tend to move towards the mauve purples, rich burgundy or blood red. These connotative colours reflect a deeper, more emotional and even sexual vibe. These choices can come off also as quite gothic.

Lastly we have the 'urban' genre. Colour pallet for urban is a mixture. It infuses both light and dark tones depending on which artist. Such as Eminem ; his music videos are 50/50 between pop of colour and dark and underground. There's also artists such as Nicki minaj who on first glances, you'd think her music videos reflected a pop artist as her colour pallet is very similar to someone like Katy Perry. As previously mentioned, urban can be a mish-mash of sorts wholeheartedly depending on the star and directors choices. Below are two colour pallets from Eminem and Nicki Minaj both contrasting what an 'urban' music video stereotypically looks like.

Nicki Minaj - Super Bass.

(both images from same music video)

Eminem - Without Me

The colour pallets for each urban artist change and mix into other genres depending on the style and tempo of their song. They are still urban but with contrasting colours to otherwise trick an audience. What makes them distinctly urban without listening to the music are the other elements that come into play such as...

Costume: Urban.

Sticking with Nicki and Eminem; their costumes are typical for the male and female versions of an urban artist.

Starting with ladies first, Nicki Minaj wears skin tight, figure hugging costumes often revealing her cleavage and/or legs. This is often a choice of attire for female urban artists as it suggests they are sexual, attractive, confident and unique. Women in the urban genre are often used sexually as it is a genre for most men an/or young teenage boys who listen to it. 

Where as males tend to opt for the baggy tracksuit, gold chains, snap back outfit or white tank and jeans combo. This suggests a lack of 'smart' dress and a 'I don't care' attitude which is often portrayed in urban genres.

As for pop and rock the costumes are quite different. Looking at Katy and Nickleback it's clear which artist represents which genre through their clothes. Katy Perry wearing bright, fun, enticing colours, most times revealing her body such as legs, cleavage, stomach and behind it's an obvious sign of a pop star. Females are quite often shown off in this manner. Where as rock stars are more rugged, messy, untamed and aggressive looking. Occasionally sporting a leather jacket, dark skinny jeans, tattoos and print tees. 

Locations & Props:

A music video would not be what it is without the extravagant settings, lighting, props and location. After all, the purpose of a music video is to advertise to product - the music and the star. If a music video isn't eye catching enough or doesn't reflect the genre correctly it can result in decline in popularity and sales for the artist. Needless to say, music videos are very important from several aspects.

Pop videos tend to have an realm of non-realist elements to them. Providing fantasy, entertainment and pleasure. Pop genre is something fun to watch and thus needs to fulfil it's purpose in visual form. Just like in Perry's California Gurls she is in a board game titled CandyFornia this is a sign of intertextual reference towards many board games e.g. Monopoly.

Usually sets for pop are quite large in scale are dance choreography is popular in this genre and amplifies the lyrics of the song.

Rock tends to follow a more liner approach to music videos and opt for the typical old, run down abandoned building/house, or a derelict part of the land which is dark and untouched. There's also the option of a rock concert style where the band are playing for hundreds or thousands and it's all very 'in the moment'. This shows the audience they are passionate about their fans and don't need extravagance like say, a pop artist might.

Urban genre uses more luxury or underground locations, again, depending on the artist. Urban artists usually sing/rap about wealth, cars, women, reputation ect..and this is shown through their videos. Although the audience and fans can't relate to the message of fast cars, shootings stars, and mansions it's feeing the imagination and fuelling peoples wants and dreams. Urban and Pop stars are more idolised over Rock stars who are probably more relatable in terms of emotion and lyrics.

Camera Shots:

Although not a huge part but none the less a significant part, the use of camera and angle can also indicate what type of genre a song might be. For example; pop music use a lot of close-up shots of the star, used to focus on the artist and make them recognisable. These close up shots are used for females to sexualise them often or not. Not only does this attract the male audience but it makes the female audience idolise and desire what the star might look like or have.

Conventions of camera work in Rock are more long shots of a stage or the entire band members, establishing shots and aerial shots over the crowd at a concert this suggest a large environment yet intimate with the fans. Also some low angle shots from a fans point of view to show perhaps some sense of intimidation or worship towards the artists. There are also frequent close up and medium shots of the band members or artist playing an instrument often in a handheld manner to make it come off as shaky and organic.

And finally, urban. Urban music videos are similar to rock in the sense that that use lots of low angle shots on the artist to come across as bigger and more intimidating. They also use lots of establishing shots of mansions and cars. There's also use of medium shots of the artist either sat on some steps, on a car bonnet or by a pool these usually instigate some sort of power or pride in urban music.