Institution and Audience
This video could be consumed in both ambient and focused viewing because although Marina and the Diamonds is from the pop genre, she isn't a mainstream artist, and so isn't as well known as some of the main contributors to pop like Beyoncé, Rihanna and Katy Perry, who are all used in advertising. Marina and the Diamonds is an industrial artist meaning that this video is hi-fi. It is produced and released to a mainstream market and shows the typical conventions of this through the "glitzy" looking production.
Genre and Narrative
The generic forms and conventions of this video are that it is very performance based. This is very conventional in the pop genre. Mise en scene and especially costume is focused on heavily with mainstream female pop artists, as there is usually a high turnover of costumes throughout the video. This constructs females as sexual objects for the male gaze, attracting a more male audience while this particular genre usually attracts more of a female audience. This is also shown with the focus on bright lipsticks, drawing attention to her lips which is another sexual signifier.
The relationship between both lyrics and visuals and sound and visuals are both illustrative. There are many examples of this through out the video where the subject of the lyrics is in the visuals like the line "don't need a relationship", a cartoon heart is popped. At the beginning she is wearing boxing gloves with POW! text on the screen showing her independence and how she will fight for what she wants, shown throughout the song. This is also represented by her office setting as that normally connotes a high powered job that men work at.The cutting rate is also kept rigidly to the beat of the song to tie the visuals and sound together even further.
This video could definitely be considered art, as it emulates pop art. The bright colours and cartoonish post production makes this video unique compared to other pop videos. The transitions between the variety of shots like the fast slides and the constant text and animations to narrate what is happening on the screen are all used for comedic effect, adding to the cartoonish quality of the video. It is inherently commercial by use of products like a cereal box and magazines, this is a generic feature of pop videos as there is normally a clear link between pop music and advertisement.
This is a very arty music video with obvious influences from the pop art movement and artists such as Roy Lichtenstein. This pastiche technique is a very popular feature of the pop genre that could look good in our video.
ReplyDeleteWell done Emma, you include some excellent observations in this. Your use of language is good but you could use more media terms in this and also cite more examples from the video as evidence to points you make.
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