#shirt that says I heart intertextuality

[drfrankendyke]

My summer reading list, in order.

[emilymooremedia]

Music Video Analysis: The Sound - The 1975

Camera

In this mainly performative (but could also be argued slightly narrative) music video, a range of camera movements and shots are used - the camera never seems to stay still; for example, throughout the video multiple long shots of the band (within the transparent cube) are shown, and feature a zoom in or out. There are also many shots where the camera slides between members of the band, pans around the location, or moves to follow one of the artists; throughout the video the camera seems to have a 'hand-held' element to it - it is always in motion. I think that this large range of camera movement, most of it done quite quickly, reflects the tone of the song, which is fun and upbeat. An obvious use of the camera to match the music, lyrics and visuals is at 0:32 when the image of the lead singer performing seems to pulse - not only does this match the beat but it also links to the lyrics "the sound of your heart", as the camera pulses like a heart. This music video also uses a range of shot types; for example, long shots quickly cut to close ups, with medium close ups often being used, along with extreme long shots/ extreme close ups - again, this matches the fast, upbeat feel of the music. This music video has been used as a way to address the hate that the band have received and I think that the huge range of camera movement and shots used are effective in presenting the way that this made the members feel; the constant change seems to add an almost chaotic energy to the video, which could reflect the way that the band felt panicked and self-conscious as a result of the hate. Close ups of the lead singers face are used to show his expression, which is often looking slightly distressed, with his eyes moving from side to side, which could support this idea. Medium close ups and close ups of the extras in the video, who are representing the people spreading the hate, are used to show them 'gossiping' and their negative expressions as they stare at the band, even shaking their heads at points. Long shots are also used in this video, perhaps to not only show the body language of both the sets of groups, but also to show the obvious divide of the two - with the band being inside a box, while the others are outside of it (through the majority of the video at least). Towards the end of the video, when the music becomes more fast-paced and the same lyrics are repeated, the camera movements become more rapid to suit the music. I like the low angle, medium close up at 0:59 because (while it literally does show the artist from a different angle) it allows the audience to see the artist from a different, seemingly more vulnerable perspective - I think that this shot portrays him in this way through having the sides of the frame slightly blurred, as well as showing the backs of other band members turned away from him. This low angle shot is then repeated again at 1:03, where we see him looking paranoid, and this sense of paranoia the band members feel is only emphasised by the use of extreme close ups on their wide eyes throughout the video ; they have ben conveyed with this vulnerability and paranoia perhaps to show how they feel as a consequence of the hate the band receive.

Editing

Throughout this video, very quick cuts are used, along with cuts on the beat to match the fast-paced music, which adds to the fun and youthful tone of the video and song, resulting in the band also being presented this way. It could also be argued at these fast cuts adds to the chaotic tone of the video as a result of the hate the band receive. The whole way through the video, very quick cuts are used to show a brief close up shot of a hand pressed against the glass of the cube, surrounded by mist - this gives the connotations of entrapment, perhaps suggesting that the band members feel trapped by the hate they're receiving. A fade between shots is used at 2:52 instead of the usual cut, and this could be to signify that the situation of the band has changed - this is the first time the audience see them outside of the box and the 'haters' inside of it; the fact that this group of people are now inside could have be done to show the progression in the band through the way they deal with negative comments as they now put them to the side (away in the box). During this part of the music video the shots are left a lot longer between cuts and this is because the music has slowed (the fast cuts start again as soon as the fast music begins).

Mise-en-scene

The colour scheme used throughout this music video is mainly pink and white, and right towards the end it is black and white. This has been done so to link to the album cover that this song comes from, which is pink and white - perhaps the black and white used at the end of the video could have been a reference to their previous album, which front cover was black and white. However, the black and white used also means that the music video is cohesive with other music videos by the band, which are also sometimes done in black and white. The music video begins without any music playing, just a shot of the band, which the title of the song and band name is then layered over. These titles are a slightly transparent pink with white font, so this also fits the colour scheme. I think that the transparency of these opening titles also creates a definite link between the band and the song, as the title of it is literally placed on top of them. While the negative comments that pop up frequently throughout the video also follow this pink and white colour scheme they do not match the titles' transparency. This could've been done to represent that while they are not comments that are true about/ reflect the band (through the lack of transparency), they are not entirely separate from them, that they perhaps influence the band in some way, as they still match the colour scheme.

The costume used in this video creates a contrast between the two sets of groups - the band vs. the people who are hating on them; the band are all wearing black, while the 'haters' are wearing white. The lead singer is wearing black eyeliner and black nail polish and this shows that the band must be more of an 'alternative pop' group as it is very unconventional for a pop boyband to wear this type of makeup in their video. Another way in which the costume emphasises the contrast between the two groups is through the band's black leather jackets and the 'haters' white shirts; the band appear more 'edgy' while the people outside the back perhaps appear more dull.

The first shot that the audience see of the video is of the band stood in the glass cube, which is raised slightly from the floor. It could be argued that they have chosen to do this to reflect how the band feel as if they have been put on a podium for other people to watch and critique them. However, towards the end of the video, the location of the band and the people outside of the box switches - this could've been done to show that the band now put the negative comments to the side, away in this 'glass box', where they can see them, but cannot interact with them or feel anything because of them (the glass acts as a barrier between them) whereas before the band felt trapped by the negativity.

Props used in this video are typical of a performative music video for a band, with the fact that the musicians are playing instruments and the lead singer is singing into a microphone. Some of the 'haters' outside the box are seen using props like a book, a thin folder and a phone, perhaps to represent the different kind of people that hate on the band; some are actual music critics (with the book and folder) while others just post hate online (with the phone).

The performance of the lead singer is essential in the making of this music video, as he contributes strongly to the tone of the video right from the beginning. We see him looking paranoid and vulnerable (as mentioned previously) through extreme close ups of his eyes moving from side to side, along with his uncomfortable expressions, and this allows the audience to realise that the people watching them through the glass are not good.

Genre

The genre of this song is pop, even though the band tend to be labelled as more of an 'alternative pop' group. I think that this music video is effective in presenting the song's genre, but also the band's genre; it does this through the bright colours and performance style video which shows the pop of the song, but also presents the alternative pop through costume. The narrative of the band receiving hate is a common issue in today's society, and as pop is obviously a very current genre, it is successful in being able to relate to it's target audience.

Intertextuality

I can not spot any intertextual references within this music video, except for the reference to another one of the band's own songs when the comment appears on screen that says 'I only heard Chocolate once, but I hated it'. This creates a connection between the band and the fans, as they will understand the reference, while people who are just watching the video because they like the song may not.

Audience Reception

Using Stuart Hall's Reception Theory, and assuming that the audience adopt the position of preferred reading, I think that the audience will be able to decode the producer's message of people being able to overcome the hate around them. In this video, the band begin trapped in the cube - trapped by the hate - but towards the end they are shown outside of it, showing the audience that they don't have to let negative comments control them.

I think that many different people will watch this video; avid fans will watch the video because they are interested in the band members themselves and enjoy their music, while, there will be people who simply just enjoyed the song watching the video out of curiosity to what type of content the band produce.

Andrew Goodwin's Theory

I think that this music video conforms to certain parts of Andrew Goodwin's theory. The video does demonstrate pop genre characteristics, with the bright colours and mix of performative and narrative style. While there is not really any link between the lyrics and the visuals, except for the pulse of camera when he sings "the sound of your heart" (possibly making this an amplification music video), there is a link between the music and the visuals, as when the music becomes more fast-paced, the cuts between shots become more frequent, and the camera movements become quicker. Goodwin states that the demands of the record label will include the need for lots of close ups of the artists and this music video definitely shows this idea as there are plenty of close ups and extreme close ups of the band members. He also says that the artists may develop a motif, and this band definitely do this through the costume of the band and the unique performance of the lead singer, along with the video turning black and white at the end, as many of their other videos are in black and white. In this video, there is a reference to the notion of looking, if only briefly, when one of the people dressed in white seems to be recording the band performing on their phone. A way in which I think this music video does not conform to Goodwin's theory is that it does not feature any voyeuristic treatment of the female body, which is especially surprising for a pop music video, which often shows women presented in this way. Also, there does not seem to be any actual intertextual references within this music video, except for the reference to another one of the band's songs, although that may not count as it is not a broadly recognised reference, more an easter egg for the fans.

Laura Mulvey's Theory

I do not think that this music video conforms to Laura Mulvey's theory of the Male Gaze, as the camera does not linger on the curves of the female body, relegate women to the status of objects or view her through the virgin/ whore dichotomy. However, this is hugely down to the fact that there are not any main women characters present in this video, although there are female 'haters'. The music video narrative and the lyrics of the song do not make it relevant for there to be any voyeuristic treatment of the female body and so the video does not feature any; on the other hand though, it could be argued that this type of treatment is not necessary in most music videos and yet is still done. It is interesting to note that pop videos are often created through the Male Gaze, but this pop video does not do this.

Levi Strauss' Theory

The main Binary Opposite shown in this music video is between the band and the 'haters'; this opposition is shown through the literal boundary that is put up between them (the box), along with the contrasting black vs. white costume the two different groups wear. Another opposition in the video is shown through the start in comparison to the end of the video - the band change location; at the start they are inside the box and at the end they are outside the box.