Theories: Hypodermic Needle Theory

Further Audience Research:

As part of my audience research I have looked some audience theories. These theories explain how audiences consume and interpret media texts. It looks at passive (Hypodermic Needle) and active (Reception Theory). It also looks at factors in which why they consume and what they consume (Uses &Gratifications).


Hypodermic Needle Theory

• Passive audience
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The Hypodermic Needle Theory suggests that the audience is passive and that they are being injected with beliefs and ideas the producer of the text wants them to believe. The theory suggests that the media is a device used to brainwash the public.

Location

My Location Ideas

All my locations are inter-textually linked with each other for example, a photo studio, a theater and a recording studio are all entertainment/show-business locations. The concept of my video is to capture the day-to-day activities and jobs a music artist goes through on a daily basis. These include doing photo shoots for album covers, magazine articles, endorsements and also for advertising. 

The most important job of the day for an artist is recording. Pop stars are recording artists, they record singles and albums then distribute them to the public. I liked the idea of including the recording of the song in my video as it gives the audience a 'raw' experience. They are allowed to witness how the production of the song which i feel is important because we as an audience are used to seeing music videos with a narrative. I feel my video will give the audience a new outlook on music videos. 

Another location for my video is the theater. The theater is the most conventional location for my genre. Having researched other existing pop rock music videos i found they all contain a scene with a band performance. I will be filming the band performance in the theater as it will create the illusion of a performance. Although, the artist will be performing (lip syncing) throughout the video, the theater scene will create the feeling that the artist is on a stage performing to an audience.

And my final location is the green room however, i am undecided whether I would like to use the green room to film. In the original video of 'Heart Attack' special effects have been used which gives the video an updated look however, because the concept of my video is behind-the-scenes i feel it would defeat the purpose as special effects would make the video artificial and unnatural. Whereas I am trying to create a video which is 'real', 'natural' and 'raw'.

I am fortunate enough that my college has the facilities to provide for my ideas. The college has all the locations listed above however, some complications and set backs will occur. My first set back and hopefully the only one, is that the theater is booked until January. This means that i will have to begin filming and create a first draft with a huge part of the video missing. It also means that i have less time to edit the final product. 

Casting

Finding A Star!

I have created an advert which will be shown on the notice boards in the college foyer and also in the turtor notices. I am hoping people will show interest and I will be able to cast a female for my video. I have specified in the ad for the person to be confident as it will be an easier process if the person is confident and a natural in front of the camera. 

Inspiration

Videos Which Have Inspired My Idea

The following collection of videos are music videos which have inspired my to think of new ideas for my own video. These videos have helped me think of a new and original concept for my music video. I will explain the why and how these videos have helped me:

Firstly, this video for "On the Floor" is by Jennifer Lopez and i particularly like the opening of the video. I wish to recreate the first scene of the car pulling up to the night club with Lopez inside. The car, a BMW, was driven by a driver which implies wealth and power. It promotes women in a positive light for example, Lopez is seen as a woman who can afford such luxuries as a chauffeur. This suggests she is a powerful and rich woman who can afford these services. Although, Laura's Mulvey theory of the Male Gaze would imply Lopez as being a sexual object which is evident in the video (her sexualised costumes) however, the luxury vehicle and chauffeur suggests she is a hard working woman who can afford to live her life in the fast lane, no pun intended. 

I would like to open my video similarly to "On the Floor" instead with a limousine. The concept of my video is 'A day in the life of a Superstar'. The limousine has connotations of wealth, power and celebrity and by including it in my video it will showcase such connotations. 

 Video by Jennifer Lopez- "On the Floor"

The second video which has helped me gather ideas is "Help For Heroes" by the 2010 X Factor Finalists. In this video, you can see the finalists in a recording studio recording the song.

They are not actually recording the song instead just creating the illusion they are. I particularly like the filming in the recording studio as it is relates well with the 'Behind The Scenes' concept of my video. 

 Video by X Factor Finalists 2010- "Help For Heroes"

I also liked Timabaland's 'Apologize' because of the concept of the video. For example, like the X Factor video it is filmed in a recording studio and it shows Timbaland compose the song whilst One Republic are recording. The video opens with a close up of Timbaland adjusting the sound board. I too wish to include a close up of the sound board to show that the artist is producing the song. The concept of my video is 'Behind The Scenes' therefore I have chosen to film some scenes in the college recording studio, as it implies that the artist is producing the song. 

Video by Timabaland ft One Repeublic- "Apologize"

Final Idea

Final Idea

The final idea and concept of my video is to create a video which is almost like a video diary of the artist for example, 'behind-the-scenes' footage. I was inspired by Pink's recent video 'True Love' which shows her backstage in her dressing room, preparing for her performance. 

Pink also gives insight into her personal life by featuring her daughter and husband in the video. Videos which show artist's personal lives show more interest from fans than the standard narrative/performance videos. For example, many celebrities like to keep private about their personal life however, when they decide to open up and show fans what their life is like behind the cameras, it allows the fans to get closer to the artist. It also shows the artist has trust in his/her fans by allowing a glimpse into their life. 

This video  has a narrative/performance structure with narrative based on what goes on behind the scenes in Pink's personal life. Pink is telling the story (narrative) through her performance of the song and it also includes footage from Pink's tours and live performances. 

Existing Pop Videos

The following videos demonstrate the conventional costumes found in pop rock music videos.

Britney Spears "I Love Rock n Roll"

Rihanna "Shut Up And Drive"

Katy Perry "Teenage Dream"

Initial Ideas- Mis En Scene

Location

• In order to clearly represent the genre of pop rock, the mis en scene must have iconography which symbolizes the genre. 
• For example, i have chosen to film the video in a studio location. The lights will be bright and the artist will be performing against a white background. Having researched existing pop videos i have found that most pop videos are filmed in a studio which establishes genre conventions. 
• Other location ideas include a bedroom which is best suited for concept 2. The hospital location is for concept 1. However, I have revised the idea and came to the realization that it will be highly unlikely to get permission to film in a hospital. 
• Concept 3 is the most suitable idea for my video. For example, having analysed the lyrics, there is no narrative or story the song is telling and instead the lyrics are just describing the feelings of the artist. 
• An abstract/performance video will best portray the emotions and feelings found in the lyrics.

Styling: Costume

• Costume and styling is the most common form used to represent genre. For example, in a country song you expect to find cowboy boots and fringed vests.
• Which is why in a pop rock video you expect to see a lot of black and leather. Leather is a must-have in rock n roll it instantly represents the genre because the audience is used to associating with rockers. 
• However, Leather is no longer for rockstars. Artists from all different wear leather. From the likes of pop to hip hop to country leather is a fashion essential in all music. 
• E.g Birtney Spears' "I Love Rock & Roll" video we saw her dressed in head to toe black leather. Also in "Since U Been Gone" Kelly Clarkson is dressed in all leather ensemble for the band performance. 
• The song is about heartbreak therefore, i want the look of the shoot to be dark and moody. Having looked at fashion trends, the Rock N Roll look has been very trendy in last few years. 
• However, on the other hand i also want to include lighter looks such as all white ensembles.

Styling: Hair & Makeup

• I want to carry on with the 'Rock N Roll' look and have hair & makeup which is conventionally found in pop rock videos. 
• The makeup along with the outfit will be dark for example, smokey eyes and dark lips.  A pale complexion will make the dark makeup stand out more. This can be created by using a light foundation. 
• Hair will be big and messy!
• Disheveled hair is a very common style in Rock N Roll. Think Kate Moss who has taken 'bed hair' and turned into an iconic hair style. 
• Top knots and high buns are also trendy only if they are messy. 
• The concept of Rock N Roll Chic is that it must be effortless. It should look like the person does not care and has just threw on the outfit together in the matter of seconds. 
• In terms of manicures, nails will be black. However, i could also have metallic nails such as gold or silver as it is also goes with the Rock N Roll look.

Styling: Accessories

• Studs, Studs, Studs!!!
• Studs are everywhere! From shoes to clothing to jewelry and you can even wear them on your face. 
• The artist will be wearing as it is conventional for the female artist to wear heels. Heels are lady like, feminine and quite formal. 
• In my opinion, boots make any outfit look edgier
• Layering is also popular in the Rock N Roll look. Lots of jewelry could look tacky however, only if it is not done properly. Layered necklaces and stacked rings add glamour to the hard outfit.
• And finally shades! Sunglasses are a celebrity must! Whether you are an actress or singer, sunglasses will be found in any star's wardrobe. They give the celebrity a 'cool' look but also hide them from pesky paparazzi.