Task #1

Lotus Flower - Radiohead: (Established Artist - Contemporary Text)

Media Language:

The music video starts off with a medium shot of Thom Yorke convulsing his arms. This action is surprising the audience at first, but, as the video progresses, we become used to this. I can connote that Yorke seems to be letting the music flow through him to present another side to the music. A mixture of medium shots seem to be the norm (differing between different angles) blended with close-ups of Yorke's face and further-out shots to show the whole person.

The entirety of the video is in black & white with the first 50 seconds of the video having very low-key lighting. Only a filler light is used in this section to illuminate the background. A lack of light in the foreground almost creates a silhouette of Yorke. The simplicity in this composition reflects the simplicity in that part of the music as only bass and drums are being heard. Now a key light is introduced to present to us Thom Yorke. The majority of the video keeps this lighting until the three minutes thirty seconds mark where a mixture of close-ups of Yorke's face are shown to accentuate the change in pace in the song. Lighting is also used here to bring about complex shadows on the face. After this, the 'normal' lighting is brought back as another chorus plays out. The outro of the song again shows the audience the low-key lighting seen in the beginning of the video.

Only non-diegetic is heard which is the song itself. At times, what we are hearing can be considered parallel to what is seen onscreen, however, there are points where the audience again questions whether this is parallel or contrapuntal. An example is when Yorke will be moving to the beat and then will randomly start spasming.

Institution:

Lotus Flower was written by Radiohead themselves and produced by Nigel Godrich, who has produced all Radiohead albums past and present included. The song was self-released on the official Radiohead website as an online music download. The music video was uploaded to the official Radiohead YouTube channel. 

Genre:

There are little typical generic conventions of a music video here. This could be on purpose as Radiohead may be trying to almost parody music videos as a whole by Yorke flailing about on screen. However, I think that Yorke is letting the music engulf him and is losing himself within his senses and the music.

Representation:

An argument can be made that Yorke is physically representing the views of parts of society that go against the social conformities of today. Examples are seen throughout the video and heard throughout the lyrics. An example in the lyrics is "I will shape myself into your pocket; Invisible, do what you want, do what you want." The first line could be referring to having to abide by the social traditions of the public. The word "invisible" in the second line could be referring to this section of society; this unwanted opinion that needs to be heard.

Audience:

An audience consisting of late-teen to mid-thirties can be applied to this text. Late-teens as they may be able to relate to what can be seen as a rebellious tendency from the lyrics. Mid-thirties as this audience would have been fans when Radiohead was in its infancy in the mid-nineties. These audiences tend to consist more of males than females. Also, the main psychographic for this text would be an aspirer. This is because they are always on the look-out for quality rather than quantity; they also look for alternative rather than the mainstream. This would appeal to more of a middle/higher-class rather than working-class.

Ideology & Values:

They promote the Ideology of not conforming to mainstream values; they (the band as a whole) continue to provide alternatives to the popular opinions on topics of today's society.

Narrative:

His actions can be seen to mirror that of the lyrics: "I will shape myself into your pocket", Yorke puts his hands into his pockets while still bouncing around to the beat of the song. "Invisible, do what you want, do what you want", Yorke is now thrusting in the direction of the camera symbolising that you should do what you want. "I will shrink and I will disappear", he now slowly crouches.

Take Me To Church - Hozier: (Up-and-Coming Artist)

Media Language:

The text is again in black and white. This adds a certain grittiness to text which mirrors the location of Russia well. In the climactic parts of the song, a fast-paced editing style is used. The showing of a passionate kiss between two men shows the viewer that the issue of homosexuality is involved.

Institution:

The song was written by Hozier himself and produced and released by Island Records. The music video was uploaded to Hozier's official channel as well as his Vevo channel.

Genre:

The songs genre is Indie Rock with Soul and Blues influences. Hoziers soulful lyrics are well-mirrored on-screen with the use of violence.

Representation:

The video is showing the representation of homosexuals in Russia; where it is against the law. I think that Hozier wanted to show an accurate representation of what is happening to those who are gay (ie brutally beaten). This also reflects back onto the society in Russia and the mediation of Homosexuality in the news.

Audience:

Hozier's general audience is predominantly younger than expected. However, this video is targeted to all ages and backgrounds as the message needs to put out to the masses. Hozier's audience is generally mainstream.

Ideology & Values:

The ideology of multiculturalism is being promoted here as Hozier wants to encourage social and political change within Russia and anywhere else where these views are held. He wants to educate and inform the masses about this big issue.

Narrative:

The video starts off with cutting between a close-up of a fire; a man franticly trying to bury a locked box; and another man riding a bicycle to come and meet the first man. Its is established quickly that these two are the protagonists of the text. Typically, Todorov's narrative theory could be applied to the text, however, there is no new-equilibrium here, only equilibrium then dis-equilibrium (the text ends here). The start of the dis-equilibrium is when the two protagonists are seen sneaking off to a secluded area by an on-looker. Next we see one protagonist packing and trying to get away from a hooded gang marching around looking for the two. Before this, the two male protagonists are shown passionately kissing, which, in turn, creates an action code to tell the audience that the issue of homosexuality is involved with the narrative. Once one is found and caught, he is dragged away to an area in the woods. A beating ensues, while the locked chest is unearthed and thrown into the fire shown in the beginning. The use of foreshadowing with the fire creates a non-linear narrative which draws the audience in even more. The villain (Propp) of the text is the gang on the hunt for two protagonists.