Music videos- Riptide

Question 1

Product context of Riptide

Answer 1

• Vance Joy is an Austrilian singer who performs in the genre of folk/indie pop
• The song was the first song of Vance to be released in the USA gaining a platnium single.

Question 2

Media language- Economic context

Answer 2

• The music video to have a low-budget style was both economically motivated as well as artistic
• A low style budget is more likely to reduce the effect of high quality visuals too.
• Music videos could either be challeneged to be a advert of the band or potnetially how valuable they are to the producer.

Question 3

Combinations of media language influencing meaning and intertextuality

Answer 3

• Montage editing is used a way of being able to show large amounts of content
• ’ Intellectual montage’- Where new ideas emerge from the clash of images which the audience can dictate new meanings that don’t exist.
• Many scenes in the music video have a direct link to the lyrics. Audiences will be exposed to visual metaphors
• For the most part the music video rejects a clear narrative. This could be done deliberately to create and engima.

Question 4

Codes and conventions of media form and products in Riptide

Answer 4

• The overt graphical use of showing visuals relating to the lyrics may subvert this traditional convention is music videos.
• The video has explicit references to films. E.g.
  > The opening shot has a cinema credit scene. With the title block being similar to the ones you see in cinema.- Is it a short film or music video ??
• Uses the Horror genre iconography. E.g. females being dragged off screen
• The overt use of reference to film may suggest this is more than a music video.

Question 5

Consider the significance of challenging or subverting genre conventions.

Answer 5

• Riptide is unusual both as a music video and indie pop culture.
• The music video may have been portrayed in this way for uniqueness.

Question 6

Semiotics- Roland Barthes

Answer 6

• The video constructs meanings which become self-evident. E.g.
  “ All my friends are turning green” connote money and envy. This is achieved through naturalisation which allow complicated of audience readings.
• There are many scenes which polysemy can be interpreted too.

Question 7

Steve Neale- Genre Theory

Answer 7

• Riptide allows variation from the indie genre due to indie music videos being low-fi.
• The video both suits ideas that it was made for an artistic approach or a way for profit (Curren and Seaton)

Question 8

Social and cultural contexts of Riptide

Answer 8

• Surrealism, violence and sexual desire can be explored.
• The exploration of sub-concious can allows possiblties of being able to talk about representations

Question 9

How media representations convey, attitudes and beliefs towards women

Answer 9

• The music video is inclined to reinforce a patriachal viewing with women being objectifed.
• Women are portrayed as objects throughout. E.g.
  > A women is undressing with back to the camera.
  > Some scenes only show parts of a women.
• The women who is singing to the mic. Has immaculate make-up

Question 10

Gaunlett theory of represenation

Answer 10

• His concept of the pick and mix theory can conform to this music video as it constructs difference ranges of stimuli where the audience can interpret.
• The music video rejects straight forwards messages. And invites a variety of responses and interpretations.

Question 11

Bell Hooks theory

Answer 11

• The message of women is very contradicting. Are they portraying women in a way that is objectifying women. Or knowing in way to feeding oppression of women in the patrical society.