He also sees visual references in music video from different sources, although the most frequent are cinema, art, fashion and photography.
His description of the music video as "incorporating, raiding and deconstructing" is essentially the essence of intertextuality, using something with which the audience may be familiar, to generate both nostalgic associations and new meaning.
He came up with the idea that the video allows more access to the performer than a stage performance, and the Mise-En-Scene in particular can be used to create an aspirational lifestyle for the viewer.
For example;
The music video "Focus", sung by Ariana Grande, directed by Hannah Lux Davis, and produced by Brandon Bonfiglio includes aspects of a TV commercial. There are many close ups of Ariana, with bright lights on her face, and there is even a close up of a Samsung phone, commercialising the product, as well as her. The close ups of Ariana also match the song as the camera is "focused" on her, adhering to John Stewart's theory, focusing on the star. There are also visual references as the music video involves Ariana sitting and crouching inside a circular area, which has visuals of a camera lens. This also complies with John's theory as it has visuals of photography and art. This in itself creates a setting for the video. There are also wide shots of Ariana kneeling in a box like area, which adverts are main attention to her so we are "focusing" on her. The lighting is also quite bright so we can clearly see her. Additionally, throughout the video we see her wearing different outfits. This complies to the theory as it involves visuals of fashion. The video includes flashing lights at Ariana, connoting that she is in a fashion shoot, thus conveying visuals of photography.
No comments:
Post a Comment