LIIAR Concepts

As learnt from AS, it is vital I consider 5 key elements when undertaking the task of a production.

Firstly, language. The way in which my music video attempts to communicate an idea to my audience. Media language produces differing responses and reactions in different people. The language can be portrayed in many forms - it can either be written, non-verbal, verbal or visual. I anticipate the latter - visual will be the strongest communicator in the case of music videos via the form of camera angles, shots, mis en scene etc. Music videos tend to be mainly diagetic, with the odd non-diagetic piece of sound supporting a narrative.

Secondly, Ideology. The set of ideas the institution - so in this case the record company and artist chose to represent. This ideology aims to shape the views of the audience. Differing artists have very contrasting ideologies and the genre of music can often be a clue. For example a rock n roll star in he John Lennon mould - promoting peace and love is distinctly recognisable from that of a rap artist such as Eminem whom openly discusses violence in a positive manner. Within society there are certain values and beliefs that are described as 'dominant' ideologies.
The majority of people within society often agree with these.. thus the music videos may decide to follow or challenge those ideologies.

Next is the Institution. Those in charge of producing media texts. When considering the music industry it is record labels that produce, distribute and market in order to sell as much as possible. There are many roles within this area of work. For example, directors, editors and indeed the songwriters themselves.

Penultimately, and vitally the Audience - the people that consume the product. Music videos are produced in a certain way to cater for music channels and the internet to target a specific audience. Pop music is generally regarded as mainstream music - it is familiar and catering to the mass majority. This is in contrast to, for example a heavy metal band in the Metallica mould - whom cater to a specific niche, and thus adjust there sales pitch accordingly.

Finally, Representation. Used within media texts to construct meaning about the world. The most common form of representation in music videos is the use of certain social groups - shown either in a positive or negative light. In addition, stereotypes are often used to promote familiarity with audiences. Again, these use of representations often differ depending on the genre of music. Rap artists are often represented as rich, powerful and associated with the social group of gangsters. A fine example of a contrast would be slipknot whom wear masks to create an intimidating appearance - as opposed to the attractive one which rap stars attempt to capture.