LIIAR

Language: The language of the music video on a technical aspect is basically the conventions used. The conventions create a particular language that the audience understand and recognise for example a montage of shots changing in time to a beat is a convention of music videos and therefore the audience will recognise this. The language of the narrative is portrayed by using technical conventions for example close-ups and medium shots are used to visually show the narrative. The narrative is usually a simple storyline in my chosen genre of music, dance. This is using language as it connects with the audience through the narrative. In this instance verbal language is the song itself and non-verbal language is defined as expressions and actions of the character/artist.

Institution: The producers of the music videos must engage with the audience to create a music video which they will want to view and enjoy viewing. Questionnaires and research play a large part in this as this enables the producer to gain an insight into what the public will enjoy and want to view; it takes their opinions into consideration.

Ideology: The ideology of the music video in general is to market the song successfully and encourage the audience to consume the song. The music video should also portray the character in an attractive enviable way as this will improve marketing as the audiences will either be attracted to the character or wish to be as attractive as the character - which is narcissism. This can result to the audience acting a certain way or dressing in a certain way after viewing a music video which they enjoy. This creates an ideology in itself as the music video will project a certain idealised character/idea onto them and the audience will consume this and self-project themselves into the character seen in the music video. Different technical techniques should be used to create a certain mood and atmosphere which will also have some impact onto the audience. It should represent the audiences beliefs as it is created for the audience so I should take care to not influence the video with my own ideology and beliefs although the video can be argued to do this as I am the one creating it so obviously my own beliefs will be reflected through this.

Audience: The audience of the music video will be anyone who consumes it, however the music video is created with a certain target audience in mind, which will be defined using methods such as research and questionnaires. Certain conventions will be used in the music video to appeal to the target audience. There are various ways to attract an audience with the following points in mind. Spectatorship is a main point as this is what is going on in people's minds as the music video is shown. By defining this it is then possible to ensure that certain conventions are used to create a strong atmosphere and provoke certain emotions which the audience will enjoy. Scopaphilia is basically the points of pleasure in a person's mind: what points and aspects of the music video will ensure the audience will enjoy the music video?

Voyeurism is to watch others without them knowing you are watching them. This is a convention of movies as we as an audience view the movie and the characters within that movie without them knowing we are watching. Therefore in my music video I should include some shots where the character is not looking directly as the camera but is instead looking away and not engaging with the audience directly. This breaks a convention of music videos but is a fair point to ensure the audience gain pleasure and enjoy viewing the music video.

Narcissism engages with the audience as the character in the music video should be seen as an idealised version of the audience's self. This will ensure enjoyment of the music video and can also improve marketing as the audience who view the video will enjoy engaging with the character as being themselves. Narcissism is a very powerful tool as the audience may pick up traits of the character and act like the character. They may also buy clothes, jewellery, get the same hairstyles as the character etc.

Fetishism comes into the final part of the last paragraph as the audience could enjoy watching glamorous objects which are shown in the music video and want these form themselves. For example, the audience could see a certain outfit in the music video and want one for themselves, they then go out and buy a similar outfit. This shows the music video has being successful and memorable and has had an impact on the audience.

Representation: The music video overall should represent the song as music videos are created to market the songs used in them. The video should fit the genre of the song and generally contain images that have some reference to the lyrics. The video should be unique and stand out so it will stay in the audience's minds which will successfully market the song as the audience are then more likely to consume the song. A powerful music video should ensure more people consuming the product: the song. It should also represent the emotions of the audience in some way which will also keep the video in their mind. The video could also be seen to be representing some of my own beliefs as I am the one creating it.