Narrative and performance are key things which are mostly seen within a music promo however over the years videos are developing and artist are beginning to step out of the ordinary and create videos of huge uniqueness and individuality.
Narrative is the plot within a music video an almost story line which is told throughout the song. Three key words which are used to describe narrative is connection which means to give organisation, a beginning, middle and ending. The second key word is understanding, narrative allows a viewer to construct a meaning of a song. Finally comparison, the audience are able to compare narratives with others. Usually songs narratives are not complete and leave mystery and most videos have no meaning at all they are simple various imagery put together.
Narrative theories
Roland Barthes' theory has tow parts the 'Enigma code' which means that it is not explained which concludes in questions being asked. The second part is the 'Action code' which means there i major structuring which builds an interest or creates suspense of the audience behalf.
Tzvetan Tordorov's theory is that he believes narratives begin with harmony then move into disharmony until a new harmony is recreated again at the end of the piece.
An example of Tzvetan Tordorv's theory is Coldplay's song The Scientist. Whilst watching this video remember the graph show above and the words used, this video helps to represent this.
Two useful terms to remember is Intertextuality which is when a video refer's to other media texts an example of this is Robbie William's let me entertain you which has huge references to rock star's throughout.There are three main types of intertextuality the first is homage this is seen as being flattery to an artist or a film director.An example of this would be Michael Jackson's Smooth Criminal this pays homage to a film called the band wagon, Beyonce's naughty girl has also been seen as paying homage. The next type is Pastiche this is when an artist perhaps uses imagery from a film and makes a comment on it, for example Will Young's video Swith on video creates a pastiche from Top gun from the use of imagery of various planes. Finally is parody this is simply taking the mickey, the film Casper has been made a parody by Back street boys in their song Everybody.
When you watch this video can you see the resemblance from casper?
The second useful term is Post-modern(ism) this is simply when texts are created by reusing ideas and imagery which may have previously been used. Post-modern has three parts it begins with experimental of genre to be able to attempt to realise trends, next is the cannon stage which works within trends to fit them into our cultural understanding. Finally is post-modern this is when they look at the new and and ulter it to make it new.
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