LANGUAGE - Consists of everything we see within the frame i.e. cinematography, mise-en-scene and editing.
What particular medium are you looking at?
Music videos which are jazz and jazz related.
What are distinguishing features of your medium?
The most distinguishing feature of jazz music videos is that the majority of them include artist performance. Assuming that probably many music video directors draw from historical examples that might be the reason why they stick to the same convention for decades. Also the fact that jazz is the “father” of popular music means that the videos are more “traditional”. Unlike some modern examples from different music genres, jazz videos don’t really use intertextual references, such as; parody or pastiche. [Intertextuality - The way in which texts refer to other media texts that producers assume audiences will recognise.] They might use intertextuality in a sense that they refer to some old movies, soundies or musicals, however these references are not usually very direct comparing to the example from our handout, which is Madonna’s music video of the song “Die another day”. In this video we can clearly see the reference to the specific scenes from one of the Bond movies.
IDEOLOGY – It is about all the values a particular music video tries to convey through to the audience.
As jazz and jazz related music genres are usually addressed to more mature audience (24 – 40/50) , the ideology behind it would be again more traditional, maybe not as controversial as it would be in for example indie rock music videos which are clearly addressed to a younger audience (16 – 24)
What values are explicit?
Most of today’s jazz and jazz related music videos doesn’t show any explicit values, their content is again more traditional than in rock/pop mainstream music videos. They are not as much ‘showy’ as the mainstream videos: there is no sexually explicit or ant-establishment imagery like there often is in hip-hop or rock music videos. Those traditional values (love, friendship, family, slow-paced way of life, happiness) are shown in a rather implicit way.
INSTITUTION – Institution is very important, when it comes to the process of shooting. It can influence the ideology behind the music video.
The institutions behind any music video will be the record labels, as they are responsible for selling the music of particular artists.
AUDIENCE – The people who consume a particular product in this case – jazz music videos.
Who is it for?
Jazz and jazz related music is usually aimed at an audience with already established musical taste, university graduates from higher economical model (A B C)
REPRESANTATION – It is about what a particular music video represents
Which individuals/groups/issues appear in it?
People who appear in jazz music videos are young adults and adults ( 18 – 35) If they are any issue represented they concern traditional values – love ( eg. Koop – Come to me), friendship etc.
How are they portrayed?
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