Theorists of Representations
Levi Strauss - 1958 - Binary Opposite
Levi Strauss came up with the theory of how we understand words that aren't directly based on the meaning that they contain, but on the opposites that they reflect. For example Good versus Evil. Binary Opposites are used within the media world a lot, they're used for many stories as they are a conventional narrative and enable an equilibrium. This is a good example that is frequently used in films and music videos. Levi Strauss theory also showed that the ideology behind it is how we perceive the world around us for example, good people and bad people.
A good example of a music video that back up this theory is Taylor Swifts - We Are Never Ever Getting Back Together. It shows a clear antagonist and protagonist who we instantly see as good and bad.
How this will be applied to my own work
In my own work I will be using the male and female love story to follow the conventional narrative of many music videos. I feel using this will allow my target audience to engage with the product and be interested in the narrative. However, many love stories in music videos and films end in a good way enabling an equilibrium which Levi Strauss theory backs up showing clear opposites. In my product I want their to be a clear contrast between the protagonist and antagonist so that there is also a clear understating of the narrative. This will be shown through the male character trying to remember and re-light the memories between the girl and himself but in the end they realise they are not to be and the male is left alone. Applying this theory to my work will pull in the girls within my target audience as they will feel they can connect personally and emotionally with the protagonist. Within my work this will be seen as a unconventional love story as normally we see the girl being the protagonist and the male as the antagonist. I will also be using two dancers within my video. One in a black costume and one in white, this could connote to the audience as the male characters good and evil side showing towards the events that occur relating again to the theory.
Laura Mulvey - 1975 - Feminism
Laura Mulvey's theory looks at how an audience view people who are presented in certain ways through the media, Mulvey's theory was then called 'The Male Gaze'. 'The Male Gaze' typically focuses on women's figures such as their curves. Women feel that the women and girls displayed through the media are how the men want the women to look in reality this is seen as the women viewing the content through the eyes of a man. 'The Male Gaze' is how people view the person being presented to them. For example when we view these images of Miley Cyrus and Lady Gaga, we look at their bodies, outfits and look as a whole and feel that is how we have to look for attention from men, as these images attract men due to sex appeal. An important factor of this theory is also the camera movement within film. Particular movements of the camera show women in an objectified way.
How this will be applied to my own work
In my own work I will be applying Laura Mulveys theory as I will be using three girls, two of which are dancers. The two dancers will be in black and white leotard/dress costumes, these costumes will be figure hugging and flesh will be on show which Mulvey says that the women in the videos who have to be seen like this are giving themselves a chance for men to objectify them and create sex appeal and also give girls a feeling that they need to look like these women. I wont be using this theory to extremes but a subtle underlying use will help with attracting the male audience. I will also want to use camera angles that see us looking down at them or cantered angles with moving close to their bodies for close ups. These are also seen to objectify women but depending on how it is done and in a subtle way, the girls do not have to look like objects and create a sex appeal. I feel the way they look and dance will interpret how the audience create certain representations towards them.
Tessa Perkins - 1979 - Stereotypes
Tessa Perkins says that stereotypes is not a simple process. She identified that some of the many ways that stereotypes that assumed to operate are not true. Perkins says that as society changes it is hard for stereotypes to change with society as they stick. Stereotypes are an invaluable aid to understanding the world and all stereotypes must have a bit of truth or they would not have such an influence on the way we act and perceive people.
Marxism
Marxism said that dominant classes create dominant ideology: how culture is constructed in a way that enables the groups holding the power to have maximum control with the minimum of conflict. His theory looks at how society is built in 'classes' and argues that lower classes cannot better themselves and that upper class people are the powerful and control ideological views put to society.
Marxism felt that power was held by a minority group known as the 'elite' and thought that these people have access to capital and because of this they could use their money and power and keep within their group to make more wealth. He said the majority of the population, the 'mass' or 'proletariat' had their labour to help them make a living because of this he felt that the mass depended on the elite. The elite took advantage of this power and to maximise their own profits and accountability they need to get as much labour for as little money as possible.
Examples of his theory in action;
Mediation of media can relate back to this theory in a way that the people who are rich hold ideological power therefore, can present messages to the world in ways they want to perceive. The media control the messages and what is shown give certain messages about groups of people.
How this will be applied to my own work
A good example of a music video that back up this theory is Taylor Swifts - We Are Never Ever Getting Back Together. It shows a clear antagonist and protagonist who we instantly see as good and bad.
How this will be applied to my own work
In my own work I will be using the male and female love story to follow the conventional narrative of many music videos. I feel using this will allow my target audience to engage with the product and be interested in the narrative. However, many love stories in music videos and films end in a good way enabling an equilibrium which Levi Strauss theory backs up showing clear opposites. In my product I want their to be a clear contrast between the protagonist and antagonist so that there is also a clear understating of the narrative. This will be shown through the male character trying to remember and re-light the memories between the girl and himself but in the end they realise they are not to be and the male is left alone. Applying this theory to my work will pull in the girls within my target audience as they will feel they can connect personally and emotionally with the protagonist. Within my work this will be seen as a unconventional love story as normally we see the girl being the protagonist and the male as the antagonist. I will also be using two dancers within my video. One in a black costume and one in white, this could connote to the audience as the male characters good and evil side showing towards the events that occur relating again to the theory.
Laura Mulvey - 1975 - Feminism
Laura Mulvey's theory looks at how an audience view people who are presented in certain ways through the media, Mulvey's theory was then called 'The Male Gaze'. 'The Male Gaze' typically focuses on women's figures such as their curves. Women feel that the women and girls displayed through the media are how the men want the women to look in reality this is seen as the women viewing the content through the eyes of a man. 'The Male Gaze' is how people view the person being presented to them. For example when we view these images of Miley Cyrus and Lady Gaga, we look at their bodies, outfits and look as a whole and feel that is how we have to look for attention from men, as these images attract men due to sex appeal. An important factor of this theory is also the camera movement within film. Particular movements of the camera show women in an objectified way.
How this will be applied to my own work
In my own work I will be applying Laura Mulveys theory as I will be using three girls, two of which are dancers. The two dancers will be in black and white leotard/dress costumes, these costumes will be figure hugging and flesh will be on show which Mulvey says that the women in the videos who have to be seen like this are giving themselves a chance for men to objectify them and create sex appeal and also give girls a feeling that they need to look like these women. I wont be using this theory to extremes but a subtle underlying use will help with attracting the male audience. I will also want to use camera angles that see us looking down at them or cantered angles with moving close to their bodies for close ups. These are also seen to objectify women but depending on how it is done and in a subtle way, the girls do not have to look like objects and create a sex appeal. I feel the way they look and dance will interpret how the audience create certain representations towards them.
Tessa Perkins - 1979 - Stereotypes
Tessa Perkins says that stereotypes is not a simple process. She identified that some of the many ways that stereotypes that assumed to operate are not true. Perkins says that as society changes it is hard for stereotypes to change with society as they stick. Stereotypes are an invaluable aid to understanding the world and all stereotypes must have a bit of truth or they would not have such an influence on the way we act and perceive people.
How this will be applied to my own work
The theory of Tessa Perkins will be applied to my work no matter the outcome. My target audience will gain representations of my characters through the narrative and context that i portray to them. Perkins felt that stereotypes are hard to change. However, my characters may be a little hard to stereotype as I will not be using the typical 'chav', 'asian', 'emo' but I will be hoping to create the indie-rock/pop feel to the video and have my characters relate to the theme.
Marxism said that dominant classes create dominant ideology: how culture is constructed in a way that enables the groups holding the power to have maximum control with the minimum of conflict. His theory looks at how society is built in 'classes' and argues that lower classes cannot better themselves and that upper class people are the powerful and control ideological views put to society.
Marxism felt that power was held by a minority group known as the 'elite' and thought that these people have access to capital and because of this they could use their money and power and keep within their group to make more wealth. He said the majority of the population, the 'mass' or 'proletariat' had their labour to help them make a living because of this he felt that the mass depended on the elite. The elite took advantage of this power and to maximise their own profits and accountability they need to get as much labour for as little money as possible.
Examples of his theory in action;
Made in Chelsea - Upper Class
Mediation of media can relate back to this theory in a way that the people who are rich hold ideological power therefore, can present messages to the world in ways they want to perceive. The media control the messages and what is shown give certain messages about groups of people.
How this will be applied to my own work
Hypodermic Needle Theory
How it will be applied to my own work
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