Summer Break

Lyric analysis

We felt that it was necessary to analyse the lyrics of 'I Need Your Love'. This was because we did not get a clear indication of the story-line whilst watching the video, subsequently providing us with no inspiration for our own production. By looking at the lyrics we inferred group decision upon the ideology and representation of the lyrics sung by the artist.

We drew conclusions from the lyrics, which we hope to be valuable for when we are creating our own plot-line. These ideas can then transcribed through story-boarding, which are important to be referenced  at the time of creating our music video.

Final music video analysis: Calvin Harris ft. Ellie Goulding - I Need Your Love

Calvin Harris is a singer-songwriter, producer and DJ who works with various artists in the music industry. Within the song 'I Need Your Love' he worked with Ellie Goulding, who is a 26 year old musician who became well known after winning the 2010 BRIT's critic choice award and has since then, published two albums 'Lights' and 'Halcyon'.

The genre of this song is dance-pop and this is evidenced through the up-tempo sound throughout. The natural lighting throughout highlights their relationship and how they interact with each other. The excitement of them getting tattoos corresponds with the genre because it's thrilling, which is a feeling that most people could get whilst dancing to the song. The setting towards the end of the video is at a nightclub in the USA which relates to the genre as you can see through the mise-en-scene that everybody is dancing, showing an uplifting atmosphere.

The narrative follows the relationship between Goulding and Harris through a handheld camera as the main focus of the video is the romance between them both. This camera is later picked up by various individuals gaining the audience an insight into their daily lives. We had to look at the lyrics in order to understand the narrative due to it being unclear within the video. Some characters we felt weren't necessary in the plot, and throughout it didn't explain that the two protagonists had broken up. 

The representation of Ellie Goulding is pure and innocent at various points within the video. Close-ups of Goulding are used with her shown on a bed, with sheets covering around her, almost sexualising her. she is shown to be in a long white shirt which suggests it his her partner's shirt this again reinforces that she has been sexualised. although the colour white is symbolised to be pure and innocent which may give the assumption that Ellie Goulding is shown to be innocent when it comes to love and that love is pure like the colour white. 

The audience of this song is targeted at people in relationships as there is a clear narrative of people in love. This could also be targeted at single people who lust over their relationship, which is is clearly evidenced as positive.

Linguistic, Aural and Visual Codes

Linguistic Aural and Visual codes are used to help the audience make sense of the video they are watching.


Linguistic Codes: The written and spoken codes within the video




In the music video Alfie by Lily Allen there is a Loony Toon style titles at the start of the music video. This type of linguistic coding already gives the audience an indication that the genre of music Lily Allen plays is upbeat and playful, which relates to Loony Toons that is represented as a fun childish and playful show.


Aural Codes: The voice-overs, sound effects in the video. (Anything audio which isn't the song itself.)


In the music video Wonderman by Tinie Tempah aural codes are used when there is a voiceover of the rocket launch. This makes the music video more realistic as in most rocket launches there is a countdown.



Visual Codes: The costumes, gestures, dance routine, colour theme personal style and images within the music video.

In the music video La La La by Naughty Boy visual codes are used in video in order to help the audience understand what is going on in the video. This can be shown with the main characters in the video.  Each character has a set costume to help portray the message to the audience, for instance the character that tries to depict the scarecrow in a wizard of Oz themed music video has a potato sack bag material mask. This material is what most scarecrows are made out of which helps the audience make the link that this character is meant to represent the scarecrow from the wizard of Oz.

Song Permission

We received an email back regarding our song choice giving us permission to use 'I Need Your Love'. However, we are going to use the acoustic version Ellie Goulding performed as we don't think it's copyrighted.

Due to privacy issues, we have decided to block Elizabeth Peers' private information in respect to her wishes and keep her anonymous.

Narrative Theory

3 Types of Narratives

Open Narrative - This is when the story is left open, with no final conclusion. It leaves the audience deciding what happened.

Closed Narrative - This is when the story ends within the video. there is a clear beginning middle and end to story

Multi Strand Narrative - This is when there is more than one story-line running at the same time throughout the music video.

Todorov's Narrative Theory

Andrew Goodwin's Theory

Andrew Goodwin

Uses & Gratifications Theory

Diversion

Diversion is considered to be the main form of escapism within the Uses & Gratifications theory. It enables audiences to escape from everyday problems using multiple types of media. Television shows, Books and Music are a few examples of media that audiences can focus upon, as oppose to letting personal problems get the better of them.

Diversion could affect audiences in many specific ways. For example, someone may choose to watch a TV show for entertainment purposes, which lets them use the satisfaction to help mend any problematic issues that are occurring around the same time. Another individual may find diversion in the form of reading a book, which helps them relax. Music is a specific factor which is influenced by diversion. When people want to escape from their surroundings, they tend to find that music is effective here as it enables them to focus more on the lyrical and ideological side of things.

Personal Relationships

Personal Relationships is another factor which is within the Uses and Gratifications theory. This is where the audience uses the media for their emotions and other sorts or interaction. The media is used to gain insight into circumstances of others social empathy. It also gains a sense of belonging.

Personal relationship could affect audiences in many ways. For instance a magazine by reading up on the latest news you are able to keep up to date with your friends about what is going on. Another type of diversion could be TV for the exact same reason it helps you keep up to date with your friends’ news or shows that you are both interested in.

Personal Identity

Personal identity is when you use the media to find out things about yourself. This may be in the way of how some characters are presented which may reflect upon us in some way. Personal identity through media helps reinforce personal values as well as gaining in

Personal identity could affect audience through a newspaper or magazine as it advertises opportunities in which that person can get involved in or there may be a story in which a person would be able to relate to. Another way personal identity is used in media can also be the TV there may be a certain character on a show which someone can relate to who may reflect themselves in some way.

Surveillance 

Using the media to find out about events what are going on around us. People use media for surveillance as they may be seeking advice on practical matters decision making or opinions on something in particular. It may also satisfy a person curiosity or to help them learn something. Surveillance in media could also be used in a way to gain a sense of security through knowledge.

Surveillance may affect an audience through the use of many types of media, for instance a magazine as people might be able to get the latest on a celebrity life. This could also be done through another type of media like TV as there are many shows in which celebrities are filming their lives or the news in general help tell people what is happening in other people’s lives.

Action plan (July)

Tuesday 2nd July - Uses and Gratifications theory

Thursday 4th July - Andrew Goodwin's theory

Friday 5th July - Narrative and Todorov's theory and song permission

Monday 8th July - Linguistic, Aural and Visual codes

Wednesday 10th July - Music video analysis of 'I need your love'

Monday 15th July - Lyrics analysis

Friday 19th July - Summer Break