Tag: critical perspectives

Unit 4 2/2 Contextual Parameters

The music video which we did was contemporary context because it was set in the present tense and wasn’t meant to be set historically. Context is everything behind the text which sets an idea which can be fully understood. Our music video reflects that it is modern because of the current bright lighting we used. We also used green screen which is quite a modern thing as well as using Adobe Premiere Pro to edit the music video, adding in different countries the plane flies past.

I think that the music video doesn’t really achieve synergy as the song doesn’t really have a theme or topic so the music video could be random which it was. Synergy is when two or more media products help each other to work together. However I believe that synergy will be useful when people watch the music video because then they might listen to the song on its own which will be a good promotion and then will help the band gain money in the music industry. For example: My Heart Will Go On by Celine Dion links to the movie Titanic and Disney’s High School Musical promotes the DVD which then promotes the soundtrack, merchandise which promotes the sequel, Disney store and finally the movie.

Geographical/Cultural context – I think that, although the plane flies past many different countries both in the EU and out of the EU, it just reflects British ideas and not internationally.

I think that our music video represents the society in a good way and not diverse. It is a really random music video and doesn’t aim any culture in particular as we tried to include as many countries as we could.

I believe that our music video wouldn’t shock, offend or break rules because it isn’t aimed at anyone in particular. It may offend some people because of the fake shark which some people may be offended by because of the way it is held. I think, in particular, the main bit which would break rules in the music video, would be when we used pictures from movies such as ‘Shark Tale’, ‘Finding Nemo’ and ‘Up’.

Sony can use synergy the most because they conglomerate (group together) which owns various smaller companies (subsidiaries).



Critical Perspectives & How I Used Them While Making Our Music Video

One example of critical perspectives include gender theory which includes the male gaze, masculinity and feminism. Male gaze is when the camera focuses on certain parts of the body. For example: in the movies James Bond, the camera pans closely to James Bond’s topless body and in music videos such as Anaconda by Nicki Minaj, they focus on the women’s bottoms mostly, which gives the audience no choice but to look there, no matter whether you’re female or male (gender), heterosexual or gay (sexuality).

The audience uses media to satisfy the needs and wants. They do this by showing programmes people like to watch called gratifications. One way they do this is by using escapism which attracts the audience and helps them temporarily forget what’s going on in their lives and helps the audience to put off doing things like house chores.

Another critical perspective would be signs, otherwise known as semiotics and signifiers. These are used in music videos where the person on the screen uses gestures. For example in R&B and rap songs such as most of Eminem songs and Tupac’s ‘I Get Around’. Both Eminem and Tupac use hand gestures whenever they rap to add empathy to the song and to attract the viewer.

Genre is another critical perspective which focuses on stereotypical things such as in music videos that have a horror genre like Thriller by Michael Jackson, they usually wear dark clothes, have little lighting and usually features ghosts, vampires or werewolves or a combination of them all.

In our music video, we aimed the target audience of our music video at teenagers around our age, 16 – 18, to make the music video a little easier to film. We found that when you know the target audience and use critical perspectives when planning and filming your music video, in general it makes the whole thing a lot easier and it’s more useful knowing the target audience beforehand.


Understanding Target Audience (Critical Perspective?)

Audience Segmentation

Audience segmentation is something media industries do to split society into bits or “segments.”

This can be done through demographics (age, gender, sexual orientation (sexuality), ethnicity, occupation/class)

Geo-demographics = Where you live

Psycho-demographics = Lifestyle choices e.g being vegetarian, smoking, driving, owning a dog are some psycho-demographics.

Acronym = An abbreviation formed from the initial letters of other words and pronounced as a word E.G. NASA, BOGOF & MILF.

Or the first two letters e.g. OFSTED is Office Standards in Teaching and Education.

DINKY (Double income no kids yet)


Unit 4 – Critical Perspectives

Postmodernism can be applied to:




What does postmodernism mean?

Post – After

Polytheism – Believes in many gods (Poly – Many. Theism – Gods)

Animism – Everything has a feeling and they believe everything has energy

Monotheist – One god – Islam, Christianity, Judaism (mono meaning one)

“Grand Narratives” – Big stories to explain why the world is

D.I.Y – Blurring of boundaries

Borrowing from other sources

Genre – Westerns, Horror, Sci-Fi – Linking them all together

Intertextuality – When texts refer to other texts

Critical Perspectives Examples

Target Audience

Gender Theories (Male Gaze)

Textual Analysis



Narrative Theory



Semiotics (signs)