Steven Archer:
Steven archer is a media theorist mostly known for his article in the music magazine in 2004 which he detailed some of the key components for making an attention-grabbing music video how producers do this to draw the attention of their viewers.
Archer believed that essentially a music video should pretty much build on and enhance the experience that the viewer is getting through the music. Archer also believes that a visual representation is the best way to re-engage a viewer when the actual music itself is unsatisfactory. Archer believes that a music video is also another marketing strategy for the music to make it more appealing. He also believes that CDs and performances, e.g. Concerts, touring performances, etc... appeal to the wider majority of audiences and appeal to the fan's fetishistic intentions to consume as much media as they can.
Steve archers 5 key points:
- 'Thought beats' or the visualization of imagery through synesthesia
- Narrative and performance
- The 'star image'
- Illustration, Amplification, and disjuncture.
- Technical aspects
https://www.slideshare.net/SuperDrNerd/steve-archer-music-video-theory-54360498 This is where I got my research from.
Andrew Goodwin:
Andrew Goodwin believed that all music videos portrayed genre characters. Goodwin thought that lyrics and music video visuals connotated very closely. The visuals need to either match the lyrics in an illustrative, amplifying, contradicting, or disjuncture way.
Meanings of each of these things are:
Illustrative- When the music video is representing literally what the lyrics are saying
Amplifying- The repeating of key meanings to manipulate the audience
Contradicting- Where the video is contradicting to the music and lyrics.
Disjuncture- When the video has nothing to do with the lyrics and song.
The whole entire mood, tone, and atmosphere created by the music must match the visuals in either a contradicting, amplifying, or illustrative manner.
Some information taken from https://gracecwatson.blogspot.com/
Hi Hunter
ReplyDeleteOverall Score: 5 / 10
You have outlaid the basic info here, so that's great. This just needs to be explained, have imagery / examples that reflect what each aspect of the theory means (stating something like 'thought beats', doesn't show me that you know what that means). Also the aspect of including commentary from the point of view of how your music video either adheres to or challenges these theories. You haven't commented on that at all.