8/10/2019 Music Video Beyonce Audience & Representation
1/46
Explore Audience &representation of gender in
Beyonc's music video Runthe World (Girls).
LOWhat information needs to be included in a audience/
representation essay?
BLPMaking Links
8/10/2019 Music Video Beyonce Audience & Representation
2/46
Requirements
Use technical terms e.g. long shot, high angle,transitions, connotation, stereotype, representation
Explain how the music video reinforces or subvertsgender stereotypes
Show how the music video creates connotations and
how these might appeal/ positions and respond to theaudience
BLPMaking Links
8/10/2019 Music Video Beyonce Audience & Representation
3/46
What is a music video?
Why do music videos exist?
What are the codes andconventions?
Music Videos
8/10/2019 Music Video Beyonce Audience & Representation
4/46
What are your expectations of
music videos?
Conventions
Narrative
(how the story istold/ the order)
Characters /Representation
Mise-en-scene:Lighting, costume,make up, setting
Camerawork
Editing: pace/sequences/ rhythm
Sound
Visualeffects
8/10/2019 Music Video Beyonce Audience & Representation
5/46
8/10/2019 Music Video Beyonce Audience & Representation
6/46
Genre conventions?
List
8/10/2019 Music Video Beyonce Audience & Representation
7/46
Genre conventions
The video is editing to the pace and rhythm of the song
An element of performance is present in the video
A lack of diegetic sound or ambient sound
A connection between the narrative and themes of the videoand lyrics of the song
The artists presence in the video
The lyrics of the song influence what is shown in the video (Mise
en Scene) The pace of editing fits the pace of the music (beat matching)
The codes of dress reflect the mood of the song
8/10/2019 Music Video Beyonce Audience & Representation
8/46
Music Video Conventions
What conventions do you notice in the
following videos?
Katy Perry - Roar
RihannaStay
MacklemoreCant Hold Us
BLPMaking Links
http://www.youtube.com/watch?v=CevxZvSJLk8&list=TLcUD1PG3eVZbNFMzaEw1yfWfToGROg2UFhttp://www.youtube.com/watch?v=JF8BRvqGCNs&list=TLrCYyerw2oy0bwM93LxrkiCYGfOIOwwkOhttp://www.youtube.com/watch?v=JF8BRvqGCNs&list=TLrCYyerw2oy0bwM93LxrkiCYGfOIOwwkOhttp://www.youtube.com/watch?v=JF8BRvqGCNs&list=TLrCYyerw2oy0bwM93LxrkiCYGfOIOwwkOhttp://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=2zNSgSzhBfM&list=TL2LBZ3HWSsi43w_wx3CI70ItwKYaDUvf6http://www.youtube.com/watch?v=JF8BRvqGCNs&list=TLrCYyerw2oy0bwM93LxrkiCYGfOIOwwkOhttp://www.youtube.com/watch?v=JF8BRvqGCNs&list=TLrCYyerw2oy0bwM93LxrkiCYGfOIOwwkOhttp://www.youtube.com/watch?v=JF8BRvqGCNs&list=TLrCYyerw2oy0bwM93LxrkiCYGfOIOwwkOhttp://www.youtube.com/watch?v=JF8BRvqGCNs&list=TLrCYyerw2oy0bwM93LxrkiCYGfOIOwwkOhttp://www.youtube.com/watch?v=CevxZvSJLk8&list=TLcUD1PG3eVZbNFMzaEw1yfWfToGROg2UFhttp://www.youtube.com/watch?v=CevxZvSJLk8&list=TLcUD1PG3eVZbNFMzaEw1yfWfToGROg2UFhttp://www.youtube.com/watch?v=CevxZvSJLk8&list=TLcUD1PG3eVZbNFMzaEw1yfWfToGROg2UFhttp://www.youtube.com/watch?v=CevxZvSJLk8&list=TLcUD1PG3eVZbNFMzaEw1yfWfToGROg2UF8/10/2019 Music Video Beyonce Audience & Representation
9/46
8/10/2019 Music Video Beyonce Audience & Representation
10/46
The purpose of the Music Video
Promotes a single and, normally, an album (marketing!)
Promotes the artist or band
Creates, adapts or feeds into a star image
Entertains the audience
Sets the meaningsof a song by the use of images
To promote the directormany film directors began in music
videos
To represent the ideology of the institution, and deliver a
message to the audience.
8/10/2019 Music Video Beyonce Audience & Representation
11/46
What is Ideology?
An ideologyis a world view, a system of values,
attitudes and beliefs which an individual, group
or society holds to be true or important; these
are shared by a culture or society about howthat society should function.
8/10/2019 Music Video Beyonce Audience & Representation
12/46
Representation:
Music videos display a certain ideology.
Mainstream genres will often reinforce dominant
values and display stereotypes in order to have mass
appeal. While more alternative artists may feature shocking or
unconventional imagery and messages in their videos
in order to appear anti-establishment.
8/10/2019 Music Video Beyonce Audience & Representation
13/46
8/10/2019 Music Video Beyonce Audience & Representation
14/46
Today!
Milestone feedback
Reinforce audience/ representation
Storyboard Feedback - improvements Ideas for thrillers
8/10/2019 Music Video Beyonce Audience & Representation
15/46
Top Boy feedback
Lack of specific analysis, technical & visual &terminology
Target audience could be identifiedbetter
Remember positive/ negative to
what/whom?(active audience Better to say atraditional/contempory representation or Older
audience might accept the preferred/ dominant
reading because or a young black male audience
with a similar cultural experience might have
negotiated reading
No mention of culture/ cultural competence/
situated culture
8/10/2019 Music Video Beyonce Audience & Representation
16/46
Reference to purpose? Teaser trailer short
amount of time to engage audience and
entice them to watch the show, so use ofstereotypes helpful(shorthand)
Respond due to desentization/ hyperreality
(shaped by other texts) Preferred, negotiated, oppositional
Extend to why stereotypes existdominant
ideologies reinforcing/ subverting to supporthegemonic power eg. Masculinitysupport
Marxism viewKeep ruling elite in power?
Support Feminist viewor intensify drama?
8/10/2019 Music Video Beyonce Audience & Representation
17/46
Uses and gratifications / utopian solutions not
addressed
U&G - Relate to the character (personal identity)
supported by Richard Dyers theory that the
media offer us something that is lacking in
modern life. In this case Intensity created by thefast paced editing linked with the close up shots
of the protagonist running and the increasing
tempo of non diegetic music connoting a racing
heartbeattarget teenage boys lacking this
need main audience for action films which
share these codes and conventions.
8/10/2019 Music Video Beyonce Audience & Representation
18/46
stereotypes comfort the older audience by
reinforcing their view of the world
continuity?
I want a better life to challenge (C4
education remit) older audiences watching for
surveillance reasons by offering an alternativeperspective (not only dangerous) but use of
dialogue may also reinforce the stereotype of
the pitied to those older audiencessympathetic to the wider political - social
reasons.camera slowly dollys out on
Deshane connoting he is on his own without
hel .
8/10/2019 Music Video Beyonce Audience & Representation
19/46
Tonight Matthew
Line 1 (pick a number 1 to 5)
Line 2 (Pick a number 1 or 2)
Line 3 (Pick a number 1 to 5) Line 4 (pick a number 1 to 4)
8/10/2019 Music Video Beyonce Audience & Representation
20/46
Age range
1. 10-14 2. 15-24 3. 35-44 4. 45-54 5. 55+
Gender
1. Male 2. Female
Fans of
1. Fans of Beyonce 2. Fans of RnB 3. Fans of Pop
4. Fans of classical 5. Fans of Indie Rock
Ethnicity and religion
1. White 2. Black 3. Asian 3. Christian 4. Muslim
8/10/2019 Music Video Beyonce Audience & Representation
21/46
Continue Task
Which group member is Targeted
Attractedby
What is the Appeal Positionedwith or as
Respondin what way
View the Representation/ stereotypes
BLP M ki Li k
8/10/2019 Music Video Beyonce Audience & Representation
22/46
Our Video of Focus
Run the World (Girls)
What is the narrative of the video?
Where is it set?
BLPMaking Links
BLP M ki Li k
http://www.youtube.com/watch?v=VBmMU_iwe6U&list=PL3kTUMlpIWsfoWceYbRUDhvuZGSSNKSechttp://www.youtube.com/watch?v=VBmMU_iwe6U&list=PL3kTUMlpIWsfoWceYbRUDhvuZGSSNKSec8/10/2019 Music Video Beyonce Audience & Representation
23/46
Types of music videos
Performance (appeal of shared Genre
conventions?Pleasure!)
Mainly focus on the artist or band playing the
music
No narrative
Wide variety of camera angles which are regularlyrepeated
LOWhat information needs to be included in a
representation essay?
BLPMaking Links
BLP M ki Li k
8/10/2019 Music Video Beyonce Audience & Representation
24/46
Types of music videos
Narrative (Clear linear narrative target
younger/ older/ mainstream audiences)
Follows a clear story line that reflects the song
lyrics
Performer may be involved in the story, may also
be kept separate
BLPMaking Links
BLP Making Links
8/10/2019 Music Video Beyonce Audience & Representation
25/46
Types of music videos
Concept (Appeal to more alternative
audience?)
Based around a central idea
Often concentrate on specific editing techniques
Look unusual
Her Morning Elegance / Oren Lavie
BLPMaking Links
BLP Making Links
http://www.youtube.com/watch?v=2_HXUhShhmYhttp://www.youtube.com/watch?v=2_HXUhShhmY8/10/2019 Music Video Beyonce Audience & Representation
26/46
Target Audiences
Who is the target audience (TA) for the
video? Primary/ secondary
How does the video appeal to this TA?
BLPMaking Links
8/10/2019 Music Video Beyonce Audience & Representation
27/46
Target Audience
Primary audience: Teenage girls/young
women, who are fans of pop/ RnBmusic.
Secondary audience: Teenage boys/young
men, who are fans of pop/ RnBmusic.
More detail more points!!!!
8/10/2019 Music Video Beyonce Audience & Representation
28/46
Helpful hints
Empowering message - that women "run the world".
Egyptian headdress
Beyonce's costumes are very provocative
Beyonce is seen taking the wallet from a man
The video features a range of interesting and attractivefashions
Beyonce uses many sexual poses and dance moves.
a mid-shot of Beyonce in chains
Long shot holding two hyena's which she whips into control a post-apocalyptic state / dystopia
Beyonce has two male bodyguards stood in front of her
How o erent texts target t e r
8/10/2019 Music Video Beyonce Audience & Representation
29/46
How o erent texts target t e raudience?
The track features an empowering message - that women "run the world". The
Cleopatra headdress connotes power- this links to Egyptian matriarchy. It may
appeal to young women/teenage girls, who may aspire to be confident and
dominant. Teenage girls may find her role model gratifying in this it helps them
create a sense of personal identity (Blumler & Katz), teaching them how to be
attractive and in control. Beyonce's costumes are very provocative, revealing her cleavage and exposing her
thighs. The "skimpy" and "sensual" costumes may appeal to the sexual desires of
young men. However, it also provides a model of behaviour for young women
who want to know how to look appealing.
Beyonce is seen taking the wallet from a man, and he appears powerless and
doesn't protest. This appeals to young women's desires to be in control of men.
The video features a range of interesting and attractive fashion. The fashion may
appeal to women's desire to look attractive, but also to express themselves
through their clothing.
Beyonce uses many sexual poses and dance moves. The dance moves may appeal
to men as it may offer them some sexual arousal (Blumler & Katz).
8/10/2019 Music Video Beyonce Audience & Representation
30/46
8/10/2019 Music Video Beyonce Audience & Representation
31/46
Beyonce takes the wallet from the man, showing she has ownership over
the man. The man does not protest symbolizing he is scared of her and
she is in control. This subverts the stereotype of women being passive
(John Berger). The audience are made to think that women are sexy. This
is portrayed through the fact that Beyonce is in control of two Hyenas
(wild animals renowned for being hard to control) - suggesting again that
they are dominant. Also the mise-en-scene of the video is showing the
world in a post-apocalyptic state which could suggest that the answer to
the lyrics Who run the world? was men and that they screwed up and
now women are in charge trying to sort everything out - equilibrium anddisequilibrium.
The use of the Egyptian headdress suggests that she is powerful, this
positions the audience to think of her as a modern day Cleopatra and
being in control.
8/10/2019 Music Video Beyonce Audience & Representation
32/46
BLP Making Links
8/10/2019 Music Video Beyonce Audience & Representation
33/46
Representation
However realistic or compelling some media images
seem, they never represent the world directly. They are
always a construction, a re-presentation, rather than aclear window on the real world
Some media re-present certain images, stories and
situations which might make them seem
natural/familiar.
LOWhat information needs to be included in a
representation essay?
BLP Making Links
BLP Making Links
8/10/2019 Music Video Beyonce Audience & Representation
34/46
Stereotypes
What is a stereotype?
What are common stereotypes of men and
women?
BLP Making Links
BLP Making Links
8/10/2019 Music Video Beyonce Audience & Representation
35/46
Stereotypes
What is the traditional male stereotype?
Appearance
Personality
LOWhat information needs to be included in a
representation essay?
BLP Making Links
BLP Making Links
8/10/2019 Music Video Beyonce Audience & Representation
36/46
Male Stereotypes
LOWhat information needs to be included in a
representation essay?
BLP Making Links
BLP Making Links
8/10/2019 Music Video Beyonce Audience & Representation
37/46
What is the traditionalfemale stereotype?
Appearance
Personality
LOWhat information needs to be included in a
representation essay?
BLP Making Links
Stereotypes
BLP Making Links
8/10/2019 Music Video Beyonce Audience & Representation
38/46
Female Stereotypes
LOWhat information needs to be included in a
representation essay?
BLP Making Links
8/10/2019 Music Video Beyonce Audience & Representation
39/46
BLP Making Links
8/10/2019 Music Video Beyonce Audience & Representation
40/46
Stereotypes
How are women/men represented in the musicvideo?
Does this reflect the world we live in?
How does the Music video reinforce or subvert
female stereotypes?
What thoughts might a woman/male have watching
this music video?LOWhat information needs to be included in a
representation essay?
BLP Making Links
BLP Making Links
8/10/2019 Music Video Beyonce Audience & Representation
41/46
Stereotypes
How are men represented in the music video?
Does this reflect the world we live in?
How does the advert reinforce or subvert male
stereotypes?
What thoughts might a woman/male have watching
this music video?
LOWhat information needs to be included in a
representation essay?
BLP Making Links
BLPMaking Links
8/10/2019 Music Video Beyonce Audience & Representation
42/46
Stereotypes
The media plays a strong role in constructing gender
roles.
Most product invoke gender identity, allowing
notions of femininity and masculinity to provide ameaningful system of difference that helps products
to be associated with particular gender
for example; men = shaving, driving fast cars, having
hearty appetitesjuxtaposedagainst women =applying make-up, in the home, eating lightly
LOWhat information needs to be included in a
representation essay?
g
8/10/2019 Music Video Beyonce Audience & Representation
43/46
BLPMaking Links
8/10/2019 Music Video Beyonce Audience & Representation
44/46
Stereotypes
How are females represented in the modern world?
LOWhat information needs to be included in a
representation essay?
g
BLPMaking Links
8/10/2019 Music Video Beyonce Audience & Representation
45/46
How are females represented in the modern world?
Stereotypes
LOWhat information needs to be included in a
representation essay?
g
8/10/2019 Music Video Beyonce Audience & Representation
46/46
Storyboards improvements
Narrative
Shot length
Missing details
Lack of accuracy
Thriller conventions
Trailer conventions
Comments link to target audience