LIIAR (Music Video's)

Language: The language of a music video is what the product is trying to portray to the viewer. For instance a video that uses a lot of close ups on the artist involved is trying to implement the focus on the artist, so the viewer watches and admires them as they perform. In a band, although it is not always the case but more recently the front man is the most famous part of the band, in turn becoming the most vital as selling the track as a product. So music videos will tend to focus on them rather then the other, equally important members of the band.

The Language is the way in which the video attempts to communicate with the audience. The use a range of visual languages through as I described earlier the camera work and other aspects such as the

mise-en-scene. What you see in the product is vital, for instance a Westlife song would not show men in leather jackets with greasy long hair, head banging as it is not a code or convention of the genre of music Westlife establish themselves with.

Ideology: This is the ideas portrayed within the product which the artist or institution would like to represent to the audience. Someone's ideology is the way in which they look at the world, and their views on society. Different Artists have different Ideology's even if they come from the same genre in the music industry or they are completely different types of musicians. For instance, George Michaels regularly refer to the acceptance of homosexuality, which is reflected in his music and videos, whereas some like Snoop Dogg would be show themselves as money orientated, with a gangster image and "slapping up some hoes".

Institution: Record Labels are the companies responsible for signing Artists and releasing their tracks. It is their role to produce, distribute and market their products in order to compete with other record labels. Many record labels are branches from other major labels that can focus specifically on one certain genre.

Audience: Audiences are the groups of people the consume the music product. Music videos are designed in specific ways to target a specific audience, in order to promote the product primarily to an audience in which it will be most successful. Music Videos looking to sell in the mainstream stage are lucky as they can aim their products at such a large audience. For instance Bruno Mars' "just the way you are" track was recently number one. It is a generally a RnB track but it has gained so much success with a large audience as the song has gone mainstream.

However, many music videos target a more specific section, what is known as a niche audience. These videos are produced for artists from a sub-culture genres such as Indie/Rock or Hip-Hop. The amount of People products from these genres are being aimed at would be considered more concentrated and is represented as being "anti-mainstream".

For example, Frank Turner as a product would be targeted at a more folk orientated audience and may not reach such popularity in the mainstream music industry.

In contrast however, artists considered to be aimed at a sub-cultured genre can be catapulted into mainstream success through the popularity of their product. For example the Arctic Monkeys started out as an underground indie band, but have now themselves to gain more of a mainstream audience.

Representation: Music Videos use representations to construct meanings and beliefs and symbolise them to their audiences. One of the most commonly noted forms of representation in music videos is expressed through different social groups, and differ in different music genres. For instance, in one of 50 cents music videos, through mise-en-scene, he is represented as living a "gangster" lifestyle, with the luxurious houses and cards, naked women following him like sheep, living in a male dominated society. This is in great contrast to a Band like Blink 182, who are represented as having more of a rebellious, punk rock lifestyle, appealing to teenagers around the world. They are fun and enjoyable, which is symbolised through their comedic videos where they mock themselves and artists from other genres.