Stuart Hall had two views the old view and the new view. The old view is representation is re-submitted info, there is only one fixed set of meanings and how we understand the representations after we have expected them. His other view as the new view which was; the audience must investigate representations from within and decide for themselves which I will be doing in this blog post and representations are open to multiple interpretations. Stuart Hall also was one of the theorist behind the Reception Theory. Here is an example of when Reception Theory is used.
This music video is called 'Hate Me Now' which is performed by Nas. As you see in the music video the artist Nas is represented as a vulunreable and weak person as you see him about to being crucified. This is also a countertype of the black rapper artists bevcaue they are usually shown as tough and fearless. This is a clear example of the reception theory because the young adult target audience may see Nas as a different person.
The Laura Mulvey theory 'Male Gaze' is where Laura Mulvey believe women are used in a sexual way to appeal tot he male audience. There is an opposite to the male gaze theory epoch is the female gaze theory which is where Men are used sexually to appeal to a woman target audience. Now I will be showing examples of both the male gaze and the female gaze theory which I have found. Below is an example of the 'Male Gaze' theory.
This is a music video called 'Blurred Lines' which was performed by Robin Thickle and Pharrell Williams. In this video women are represented as sexy and attractive bbyy using close ups of them posing semi-naked whilst wearing red lipstick. The colour red has sexual connotations and by doing this they want women to attract the male audience as well as the msuic itself beacsue it has that old school funk type of music.
The goodwyn's theory is called the 'voyeurism theory'. The word voyeurism is present in many music videos, especially in the treatment of females but also, in terms of systems of looking. There are three examples which relate to goodwyn's theory, these are; screens within screens, cameras and mirrors. Below are some examples of the tree exmaples witin the goodwyn's theory.
Screens within screens example - Last Republic - CCTV Music Video
Camera Example - Lady Gaga - Papparazi
Mirrors Example - M2M - Mirror, Mirror Music Video
The next theorist that I will be talking about is the ways of seeing theory by Berger. This theory relates to showing scenes that had happened in the past. For example a music video which features the berlin wall falling down or England winning the world cup. Below is an example of ehrn Berger's theory is useful.
In this music video they tend to show a lot of scenes from the past. These will include the first rocket being lunched and how living conditions were in the 70's and 80's. I think they did this so they can make their music video seem more interesting and appealing to their target audience because thye are doing something different to the usual music video made by Imagine Dragons.
The other theroist that I will now be discussing is Richard Dyer and his theory, 'The Star Theory'. There are three stages within the star theory and these are;Songs as personalities, in order to be successful, artists have to connect with their target audience on a personal level as well as through their music. The next one is Stars as products which benefits the artists. An example of this would be Dr. Dre and hs Dr. Dre Beats which have become massively successful due to the sales worldwide of them. The last stage in the star theory, is Stars as endorsments or ideologies and cultures. Ideology is a set of believs based on cultural values, economics and politics. An example would be an artist strating a fashion trend, to try and get their fans copying the style of clothing they wear.
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