TASK 1

COLUMBIA RECORD LABEL

MUSIC VIDEO 1

MEDIA LANGUAGE 

REPRESENTATION
Through the use of ML and REP portrays conventions of a western movie, attracting audience who are interested in western movies which are usually targeted at the
older 30-50 demographic. 
The use of props such as of the costumes- tracksuits, baggy t-shirts, allows the any demographic to denote as they are  all aware of modern everyday trends of the younger society. 

INDUSTRY 
The Columbia record label is reflected in this music video as it is mainstream. The music video contains high production values, which is evident through the use of props such as cars and horses. The video is distributed over many online platforms, accessible on Columbia Record Label website as well as Youtube, allowing to reach the young target audience as the internet is popular for this generation as well as older demographic as they want to stay with the trend and also use the internet. 

TARGET AUDIENCE
Lil Nas offers a unique style "The song is country rap. It's not one, it's not the other". His uniqueness attracts a new range of audience, it mixes fans of rap genre as well as of country. It targets a combination of different generations, younger demographic which are into rap as it is seen as 'cool' and also the older demographic, which enjoy listening to country songs. 

MUSIC VIDEO 2

MEDIA LANGUAGE 

THEORIST/S:

TODROV'S NARRATIVE THEORY 

His theory suggests that all narratives follow a 3 part structure, which this music video follows. The equilibrium is when the couple are together. the disequilibrium when the couple had a fight. the break-up is the acknowledge of the disequilibrium. The resolution is the main character, Adele trying to gain him back. However the resolution is unsuccessful. This leads to a new equilibrium- Adele decides she is fine being alone. 

REPRESENTATION

ML is used to construct the Adele's (the protagonist and artist) strong, powerful character/ personality.  The use of pathetic fallacy such as rain and storm does not only reflect the protagonists feelings, but it also allows a strong representation of Adele to be created as she compared to the power of the weather. 

INDUSTRY 

The music video as it is mainstream, which is common for Columbia record label. The music video is of a high budget, which is evident through the use of props such as a customised telephone box, as well as the use of special effects. The video is distributed through Youtube. This allows the industry to target the 30-49 demographic as they want to use the internet due to wanting to feel young and 'with the trends'. Youtube widens the target audience as it is accessible internationally, common for mainstream music videos.

TARGET AUDIENCE

The music video targets audience who are interested in Adele's life as they receive her point of view on things/ events. It targets mainly Adele fans - which could vary with age. Adele is 31 years old, therefore could target women similar to her age- they may be inspired her as she is an independent strong female character. 

The music video ML and REP uses complex literacy devices such as pathetic fallacy for example the rain or winds which reflect Adele's emotions/ feelings. The 30-49 demographic are more competent when it comes to language, therefore targets the target audience perfectly. 

PARLOPHONE 

MUSIC VIDEO 1

MEDIA LANGUAGE

THEORIST/S:

TODROV'S NARRATIVE THEORY 

Todorov's theory can be applied to the narrative in the music video. There's an equilibrium where everything is balanced. The elephant is at the zoo. then there's a disruption when the elephant decides to escape the zoo to find it’s friends. The video then ends in a better equilibrium where the elephant finds it’s friends and is free from the zoo. 

REPRESENTATION

ML is used to construct the representation of the artists lives and that what they have achieved/ what they do is their 'paradise'. The use of elephant costumes who run away to find paradise, which is later then revealed as being the artists reflects that their fame and success is only possible when they are all together, representing a strong relationship between the group. 

INDUSTRY 

The Parlophone label is reflected in the music video through the use of  a narrative/ plot typical for the pop genre. it is also common for Parlophone to create music videos which have meanings behind them. 

TARGET AUDIENCE

This particular song could be aimed at a demographic of 18-35 as is based about finding your paradise and your life goals, which can be very inspirational for someone still trying to figure out their life. The concept is complex, there is a lot of complex literacy devices used such as metaphors, targeting 30-49 demographic as they are more knowledgeable when it comes to language and denoting these codes. 
The video targets anyone who loves animals or the potential of finding their paradise. It also targets Coldplay fans, which have no specific demographic group, instead ranges from different age groups and different classes, as the video includes the artists and a live performance.  

MUSIC VIDEO 2

MEDIA LANGUAGE

REPRESENTATION
ML is used in this music video to construct the little boy as someone who wants to be accepted by society, through the use of many cuts, creating a fast pace which shows the boy is frightened by the situation and confused. Applying Andrew Goodwin theory- who identifies that there are 5 key aspects of a music video which the audience should look out for, which include narrative and performance, relations of visuals to song, technical aspects of music video. The music video is like a short film. The little boy is different to everyone else in the music video and is looked down by them which is showed by the boy is running away from them. 
The society is represented as someone who does't want change and expects everyone to be the same, as they chase the little boy and are also frightened by him (the teacher closing the door when she sees him). 


INDUSTRY 
The music video is of high production values which reflects the Parlophone record label, which is evident through the use of special effects. The music also follows a plot/ narrative with a meaning behind, common aspect for the Parlophone label. The song's lyrics and music video conveys the message about inner strength. 

TARGET AUDIENCE
Titanium is a pop song which draws from the genres of house and urban-dance, therefore attracting audience interested in these aspects. The song's lyrics are about inner strength, which allows to target demographic of any age above 16 which are struggling with life and need strength. The song is an inspiration for them. The whole story acts as a metaphor, this may be difficult for the younger demographic to understand the story, therefore mainly targeting the 30-49 demographic as they are more knowledgeable when it comes to language and denoting these codes. 
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