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Conventions: sets of codes repeated across numerous media texts from the same form and within the same industry.
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ANDREW GOODWIN MUSIC VIDEO CONVENTIONS
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Goodwin (1992) studied hundreds of music videos
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He tried to find what most of them had in common.
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1. There is a relationship between lyrics and visuals.
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2. There is a relationship between music and visuals.
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3. Music videos demonstrate genre characteristics.
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4. Communicating (or creating) Star power will be required by the record company.
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5. Audiences are encouraged to become voyeurs and are positioned to look intently at individuals (often objectifying them)
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6. There are often intertextual references to other media texts - films, TV programmes, other music videos etc.
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Vance Joy, Riptide, 2013
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Real name: James Gabriel Keogh
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Australian singer-songwriter
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Signed to Atlantic records: subsidiary of major label, Warner
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Lyrics have been described as a “coming of age story”
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Contains many metaphors
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And pop culture references
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Video directed by Dimitri Basil and Laura Gor
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Roland Barthes - Semiotics
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Meaning is communicated through a process of signification
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Denotation – literal or common sense meaning of a sign
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Connotation – associated or suggested meanings
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Connotations usually rely of multiple possible meanings, depending on the situation and interpretation
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Barthes said that many signs are POLYSEMIC - have many meanings.
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The connotations usually rely on culturally learned meanings
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Lyric - “All my friends are turning green”
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Denotation – these people are friends of the singer, they are looking at the money.
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Connotations - the symbolic nature of the colour green: Envy/jealousy, illness/sickness, nature, growth, life etc. The symbolic nature of money: Wealth, status, power, success
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Is it implying that friends are envious about the success of Vance Joy as he will be making lots more money than them?
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that friends (possibly in other bands) have “sold out” by giving into money? (turning away from the singer and towards the money)
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That money will always cause problems and sour romantic relationships – the money is becoming between the two people in shot.
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Consider intellectual montage
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Does Riptide feature Goodwin conventions?
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RELATIONSHIP BETWEEN LYRICS AND VISUALS - In Riptide there is a direct connection between what we hear and see -texts communicate meanings in a process of signification. Mostly the images denote the lyrics – using first level signification. Some images connote deeper meanings – using second level signification. Some signs in the text are polysemic.
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RELATIONSHIP BETWEN MUSIC AND VISUALS - The editing of the visuals is on the beat of the music. However the edits are irregular compared to the beats (shots are held for different lengths). ome elements of the visuals repeat (to an extent) with the chorus. BUT the overall ‘upbeat’ nature of the music contrasts the ‘dark’ atmosphere in the imagery (horror and abuse references)
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MUSIC VIDEOS DEMONSTRATE GENRE CHARACTERISTICS - Vance Joy’s Riptide belongs to the hybrid genre of Indie Folk. Repetition within the Indie Folk genre includes lo-fi videos with bands playing instruments, basic narrative (if any) and few special effects. Riptide is relatively unusual as an Indie Folk video in terms of its production values, its lack of performance and its different settings and iconography.
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COMMUNICATING STAR POWER - Vance joy was a relatively unknown artist – new to a major record label, might expect the label to want to use the video to build star power for a new artist. However Vance Joy does not appear in the video
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It is very cinematic and has high production values
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The colour scheme, composition and quirky performances might remind audiences of Wes Anderson’s films
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Independent film aesthetic
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Lends indie credibility to Vance Joy as an artist
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INTERTEXTUAL REFERENCES - This shot of tarot cards also references the French New Wave film Cleo from 5 to 7 (Agnés Varda, 1962), Midnight Cowboy (John Schlesinger, 1969): Referred to in the lyrics “There’s this movie that I think you’ll like” ETC
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The video opens with text similar to a billing block on film posters
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So many parallels with and references to film
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Could communicate to an audience that this is more ambitious and artistic than an average music video
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Therefore communicating that Vance Joy is an ambitious, creative, forward-thinking artist
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Riptide is a very polysemic text – it is ambiguous and open to interpretation
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It’s good to be able to acknowledge and explore multiple possible meanings
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Meanings aren’t fixed and are created by audiences
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THINK Gauntlett Identity theory
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The ambiguous nature of the text means that audiences can pick and mix the elements of the video that appeal to them
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Audiences may interpret the video according their own identities
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NEW ORLEANS
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Louisiana (southern USA)
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Majority black population
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Culturally mixed
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Distinctive culture called créole
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Spanish and French influences from colonial era, mixed with African, Native American etc.
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Famous for mardi gras
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The Mardi Gras Indians are black citizens who wear elaborate costumes
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Inspired by Native American traditions
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Famous for music
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Marching bands …which developed into jazz – ‘invented’ in New Orleans
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... and Blues music
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And known for food
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Especially sea food
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Influenced by both African and European cultures
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Problems with poverty
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Locals often work in poorly paid service jobs
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Disproportionately affects the black community
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Economy relies on tourism
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31% black residents live in poverty
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Compared to 10% white residents
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Average black-owned home is worth half as much as average white-owned home
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‘Antebellum’ period in Louisiana – early to mid 19th century
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Formation refers to the fashion of this era
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- And the grand homes built then
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These would have been accessible only to wealthy white people
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HURRICANE KATRINA
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August 2005
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Category 5 hurricane
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- “Catastrophic damage will occur”
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- “Most of the area will be uninhabitable for weeks or months.”
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New Orleans is surrounded by water
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Much of the city is below sea level
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Man-made ‘levees’ hold the water back from the city
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Several of these broke in the hurricane, causing flooding
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80% city was under water
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What were leaders expecting to happen after they moved citizens into temporary shelters?
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- Outside help would soon come
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- Federal police, national guard etc.
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- A mass evacuation was expected
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What actually happened?
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- People were stranded without food and medical support
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- Ordinary citizens had to take charge of rescue
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- Wealthy residents were able to leave by car
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- Poorer residents were trapped in the city
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BUSH: response was too slow, did not publicly acknowledge hurricane Katrina at first. Relief package signed 3 days** after hurricane ended. Took too long to visit New Orleans. Claimed the government didn't know the hurricane was coming but this was proven to be untrue
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why do people thing Bush responded this way?
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- Worst affected areas were working-class and predominantly black
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- Some felt racism played a part in the slow response
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BLACK LIVES MATTER
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Term was first used in 2013
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Response to the death of 17 year-old Trayvon Martin
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Shot and killed by a member of a local community watch group on his way back from a nearby shop
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His killer was acquitted of murder and manslaughter
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Responding to deaths linked to police brutality
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Argues that racism is systematic + ‘Embedded’ in the way the police operate
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THE BLACK PANTHER PARTY 1966 - 1982
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Called for;
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- End to police brutality
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- Employment for black Americans
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- Better housing for black Americans
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- Justice for black Americans
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- Part of wider Black Power movement
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- Worked within community: free breakfast for children, free health clinics
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- But were not pacifists and often clashed with police
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- Observed secretly by the FBI
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BEYONCE 2016 SUPERBOWL PERFORMANCE
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Her dancers were dressed in berets and black leather : referencing the Black Panther party
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2016 was the 50th anniversary of the founding of the Party
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This reference might make us think about how much progress has been made since 1966
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the demands of the Black Panthers are the same issues still affect black people
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Black Lives Matter takes up many of the same concerns the Panthers had in the 1960s
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Some people felt the Panthers were anti-white
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Some associated with the party supported black separatism: Idea that white and black people could not co-exist
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Hip Hop Evolution – New Orleans ‘bounce’
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Africans were brought to New Orleans in the slave trade
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French colonisers let them retain elements of their native culture
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Second line tradition: The centrality of music and dance, part of life and death, something everyone can participate in
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TIGGERMAN
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- A song by New York group The Showboys
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- A particular drum beat from the song became popular with New Orleans DJs
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CHARACTERISTICS OF BOUNCE MUSIC
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- Use of 808 drum machines (including the ‘Triggerman’ sample)
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- Call and response
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- Dancing
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- Links to the ‘second line’ tradition and New Orleans’ musical heritage
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SISSY BOUNCE
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- Inclusive subculture of bounce music
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- LGBTQ+ rappers and DJs
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- Performers often non-binary and explore gender identity
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- Performers often non-binary and explore gender identity
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- Beyonce samples ‘sissy bounce’ artist Big Freedia in Formation
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- Big Freedia is a gay man, but describes himself as “gender nonconforming, fluid, non-binary”
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- Sometimes uses pronouns ‘she’ and ‘her’
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- Referencing Big Freedia might tell us that … Beyonce wants to represent diversity within the black community
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- Sending the message that there is no “correct” way to be black, to be a man, etc.
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Beyonce gives the black power raised fist salute
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Lots of lyrical references to (particularly Southern) black culture
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“I got hot sauce in my bag swag”
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“I like cornbreads and collard greens, bitch”
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Note the defiance
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Perhaps suggesting these traditions are perceived as unsophisticated
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“I like my negro nose with Jackson Five nostrils”
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Michael Jackson had plastic surgery to change the shape of his nose
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Could reflect beauty standards – changing to look more ‘white’
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Could also refer to husband Jay-Z, who is often mocked for his nose
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Beyonce rejecting white beauty standards and celebrating black features
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Message of pride in Beyonce’s identity
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New Orleans references are exploitative
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Nothing to do with the song
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Don’t address the impact on (particularly black) lives in New Orleans
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Designed to shock and attract attention
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“I like my baby heir with baby hair and afros.”
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- Argues that this line appears to celebrate natural black hair
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- Possibly a reference to Beyonce’s daughter who has natural black hair
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- The dancers in the video mostly have natural ‘afro’ hair
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Beyonce herself contradicts the above
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Shown with a weave covering her natural hair
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Beyonce is shown with a range of hairstyles throughout the video
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Some more ‘natural’ than others
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Perhaps suggesting that although pride in black features is important…
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… so is personal choice
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The video also includes shots in a shop selling wigs
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Suggesting that hair is part of personal expression
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Colourful wigs that suit that vibrant surroundings of New Orleans
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bell hooks
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Beyoncé as a role model for women to achieve. Suggestion that women achieving status and success is in itself a challenge to patriarchy. Lyrics say, “You just might be a black Bill Gates in the making” and “best revenge is your paper”
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Promotes solidarity amongst women
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The word “formation” has connections to military – organising troops to go into battle
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In the video choreographed dancing communicates the idea of unity and acting together
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The video contains imagery that communicates empowerment of women…
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And imagery that empowers black people
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The extent to which it specifically comments on black female identity is debatable
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GAUNTLETT
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Challenging ‘singular, straightforward messages’ about gender
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Beyoncé as confident and powerful (e.g. adopting the stance of a male rapper)
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Celebrating different elements of Beyoncé’s own identity
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Big Freedia sample
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STUART HALL
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Challenging racial stereotypes
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E.g. mise-en-scene emphasising wealth, success, status challenging the dominant representation of black people as poor and or unsuccessful
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Reimagining the Antebellum era with black people in positions of power
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Drawing attention to and subverting racial power dynamics
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LIESBET VAN ZOONEN
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The question of whether Beyoncé’s body is shown as an “object to be looked at” could be debated
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Costume, suggestive dance moves etc.
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But also filmed and edited in a way that doesn’t allow for a lingering “male gaze”
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ROLAND BARTHES
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The concept of the signifier/signified, using specific signification in the music video and considering how this might be interpreted according to social convention
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For example, the use of antebellum era dresses, or the boy in a black hoodie.
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ROLAND BARTHES
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Does the video challenge Baudrillard’s idea that in the modern age of simulacra we are in a world of images which no longer refer to anything ‘real’? Real events & issues…
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Does this video refer very specifically to reality and encourage audiences to consider these issues, or is it just a promotional tool?
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PAUL GILROY
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Does the music video challenge racial hierarchy by subverting expectations and placing a black woman in a position of power and dominion?
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But does it perpetuate a sense of binary opposition between races by perpetuating Gilroy’s sense of ‘otherness’ and a clear divide based on racial lines?
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Cheatography n. The art of mapping complex subjects into clear, instantly navigable reference guides.
