Popular music and post-modernism in the 1980's, (Will Straw)
The thing that stands out about recent writings about music videos is the importance about the changes in subjects and their theories in cultures.
Music videos are the latest of important examples of media texts that show how the media is developing.
Music videos didn't fit with any existing academic area.
Post structuralism is an era, where things don't fit into categories, music videos exemplifies that era.
Music videos haven't been written about for very long, originally they came from the rock culture.
Artists are scared because image is very important, more important than the music. It's to do with vanity and this threatens the music industry.
The music video limits the listener in the imagination so they don't enjoy music as much.
Engaging this academic text with reference to our coursework and blog
This text claims that music videos are influenced by the changes in different academic subjects, and that they are a convulsion of them and their different theories. For example, in our music video, image is extremely important, because we are representing a stereotype, and best trying to portray this with the use of image. We are influenced by being art students, where knowing the impact of line, color, form and texture, and see it as extremely important. These theories are important in concern of how we are reflective on ourselves and what we want to portray in our music video, based upon our experiences and theories/subjects in which we have been influenced by.
Will Straw states that the production values of the developing media is indicative of the time that it is produced. The technology used and quality of picture, sound and editing show the audience what time this is produced in. A music video produced in the 80's would be entirely different to one produced in 2009, because of the development of technologies, ideas and theories, plus the broadening of subjects. Music videos are extremely focused, however, involve areas from subjects, that effect the audience on a personal level, for example, we are wanting to highlight feminism, prostitution, and relationships, which can come from subjects such as history, psychology and religious studies, also media, and music. Music videos are developing from the interaction and freedom of these different subjects, technology, theories, and creative ideas. They don't fit into an academic area, they interact with each other. The music video made, is indicative of the era that it is produced, the post structuralism of the recent times, where development of technology and ideas is at its upmost.
Straw's idea is that the history of music videos was created by the late capitalist societies, their culture and their ideas. He believes this began from influential rock and jazz cultures, and that their is an important link between these rebellious cultures and the music video and it's style. In our coursework, we support this idea by highlighting things that people wouldn't usually feel comfortable with seeing or talking about. We want to provoke an emotion from the audience so that is has an effect on the music itself, and highlight the song, in light of what they are being shown, because we understand the song can be interpreted in different ways, we want to show the audience our way of thinking. The emotion itself will be something they are not used to feel, as it is an uncomfortable subject that they are being shown, and it can provoke different emotions, but they will be intrigued and interested.
Image is highly important to us, however, what is image if the image isn't for your own benefits. This is where feminism comes into our category of prostitution. She sees it as a benefit for her, not for the men she sleeps with, it shows her doing something she likes for money, which could be seen as a benefit, and give her the upper hand, using men for their advantages. However different audiences see different. They could see the opposite, depending on their own experiences and life.
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