Richard Dyer

Richard Dyer

Richard W. Dyer is an English academic specialising in cinema. As of 2006 he is Professor of Film Studies at King's College London. Previously he was at the University of Warwick.

He thought that when watching films you should be able to answer these questions:

What sense of the world is it making?

What does it imply is it typical of the world of deviant?

Who is it speaking to for whom and to whom?

What does it represent to us and why how do we respond to the representation?

I have a applied this to a real life text- Life Of Brian

What sense of the world is it making?

Shows us the story of Jesus’ life and the people living when Jesus did and the portrayal of how empty headed they were in those times.

What does it imply is it typical of the world of deviant?

When the film was released England was quite a Christian country therefore people found it offensive.

Who is it speaking to for whom and to whom?

Young, British, open minded adults who are in to controversial text. 

What does it represent to us and why how do we respond to the representation?

It could represent Christians as naive and stupid as they’ll do anything anyone tells them.

By researching Dyer's theory it will will be in my music video, by me deciding on whether upon I want to make my music video controversial and take risks with it. Although I highly doubt that I will as with the song I am using it will be extremely difficult to  make my video controversial.

Settings Board

 

 

With reference to my genre, I think the settings I chose fitted the conventions perfectly. I think this because in all Indie Pop music videos the artists seem to be in a sort of iscolated setting, when a person is described as being 'Indie' it means thet don't really follow the mainstream, they're independent which is where 'indie' is derived from. Therefore it shows their sense of independence and their journey my having a quiet setting. The settings in my music video and other music videos of the same genre seem to be pretty places, making the video asthetically pleasing for audiences.

Below are the two main settings in my music video. As you can see, both of the settings seem to be very isoclated and impressive places. This is the type of image I would like to include in my video. 

This has helped me learn to get the right setting for the music video and the genre of the song and how the audience research showed that beautiful setting are a must to go with the song.  I really like the locations that I chose and think they really make my music video. It really links everything together with the ancillary tasks and the magazine adverts. It is a theme all over my project and shows I have thought about mise-en-scene and everything around this to make my music video as successful as I can.

Institutional and Exhibition Research

Institutional

Silvertip Films is a small UK business based in London that create music videos, corporate/promo videos and film live concerts or events. The artist or company that want a video created for them will approach the company and set up an initial meeting to discuss ideas. I dicovered Silvertip Films when researching which institutions promote and make un-signed artists through music videos.

Here is an example of a few shots of Silvertip's work;
Serena Kern- My Promise

They let the artist have a say in what they want in their music video, but they do also help the artist to develop a clear idea. Their music videos have been broadcasted in the UK and elsewhere in the world, and have even been nominated for awards. They film music videos for both signed and unsigned artists, and their videos have made artists successful.

Silvertip tends to only film narrative videos as this keeps the budget low. As I have not completed my music video yet, I can not say how my text looks like a 'real' product. But because I know I am creating a video with a narrative, I know that this is similar to the type of videos Silvertip create. My video is also slightly different to their videos as I am using more locations than they would tend to use.

Exhibition

If my music video where to be broadcasted in the 'real' world, it would be shown on YouTube and maybe radio stations such as Radio 1. It would fit with other media products that are shown on these types of media broadcasters because they show a wide range of genres and my chosen song isn't as mainstream as other songs.

 

Music videos are very important to the music industry. They help to 'advertise' the band/artist by allowing the audience to identify with them, it helps to give them a brand identity. It also maximises the awareness of the band, by being played on a channel such as MTV every day will increase peoples awareness of the song and the band meaning people are more likely to buy the song. They relte to my text as my artist is still unsinged.

The internet has made a big impact on the music industry. Sites such as Youtube and Vevo have allowed music videos to be easily accessed through the internet. These sites are extremely useful for amateur filmakers to allow their work to be shown. Anyone can upload a film onto YouTube and it can be viewed by millions of people accross the world. If a video gets a certain amount of hits (how many people have watched it) then YouTube will pay the filmaker for the video. Also, if a video does well on YouTube it is likely to gain the attention of large businesses who will then contact the owner of the video. YouTube is where my artists whos song I am using made her fame, and also where I found out about her music.

From doing this piece of research I have learnt how my product would be produced in the 'real' world. I understand what I would need to do if I was to approach a company about producing my music video. I have also learnt how important music video sites such as Vevo and YouTube have been to not only an artist but to amateur filmakers. When I create my music video I will try to use different conventions of the video to my advantage that will help it become popular on YouTube. As the song I am using is about a relationship that has ended and that it is aimed at a young teenage audience (similar to the target audience of YouTube). I will use this to my advantage by making it clear in my video that this is what the video is about so that the audience of YouTube can relate to my video. I will also use young, good looking actors in my video, to possibly increase the views I would get if it was to be uploaded to YouTube. Also I could send my artists song to Silvertip and see what they think and it would help my artist to get more well known.

Stuart Hall - Audience Reception Theory

Stuart Hall, the son of an accountant, was born in Kingston, Jamaica in 1932. He moved to England with his mother in 1951. They lived in Bristol before Hall took his place at Oxford University. His Reception theory is a version of reader response literary theory that emphasises the reader's reception of a literary text. It is more generally called audience reception in the analysis of communications models.

His audience reception theory are as follows;

Preferred Reading- Where the audiences accept the producers intended ideas and messages.

Negotiated Reading- Where the audiences accept some aspects of a producer's ideas and messages, but also reject/question somethings and bring in their own ideas.

Oppositional Reading- Where the audiences reject the preferred reading and create a new opposing interpretation.

When these are applied to a modern day music video; Everytime - Britney Spears

Preferred Reading- Britney is not the far different to the normal average girls. This would help her to connect to  younger girls that have issues and makes her more reliable.
Negotiated Reading- They underdtand where shes coming from with her problems but she should have found a better way to express them for example, a break up or her crying, something not as graphic as her chosen music video.
Oppositional Reading- It's wrong, people look up to her they think its an acceptable way out of their problems if they see the video and that its encouragng her fans to self abuse.

By learning Stuart Hall's audience reception theory it will help me to decide whether I would like to use it in my music video. It also will help my apply this to my music video if I chose to use it. In my music video I am thinking of creating a performance/story therefore if I chose to create a conflict I will apply Hall's theory to my text and try and ensure my audience get the preferred reading of my text.