Thursday, 14 June 2012

What are the conventions of hip hop music videos?

To be posted to your blog IN DETAIL by TUESDAY 2ND JULY. You will get feedback on it and then get to improve it within a week of receiving feedback. Remember, I want you all on as close to 20/20 for R and P as humanly possible.

What are the conventions of hip hop music videos?

With reference to AT LEAST 6 different artists and, by the sheer irrefutable demands of the laws of maths, 6 different music videos.

FORM: NOT an essay. PowerPoint (not too text heavy, but succinct and clear text) or Prezi or Vlog post or a more traditional blogpost or video clips and still images edited together into a piece complete with text explaining. Hey, you could even chroma keyer in your head and make it float round the video as you talk if you want!

INCLUDE: Video, hyperlinks, images, tables if you wish...anything other than just page upon page of text. My blog posts aren't great, if you can't say 'my blog posts are way better than yours' to me, you need to look at what you can do to improve it. This blog post is not a good model.

TECHNICAL TERMINOLOGY - if there is a Media word for it, use it!

MAKE SURE YOU: explain everything clearly. Comment on what has been done and why as well as the effect of it. Maybe even how, depending on what you're thinking about.


Use Goodwin to develop your answer, using the 6 elements he identified. This will give you an effective structure to your response.

1. The video will conform to the conventions of the genre.

This is the main one, this will be the one that really helps you answer the question in detail. There are loads of things to consider. The following bullet pointed list contains ideas. There may be more you want to do, but these will cover lots. These should form a detailed section each.

  • Cinematography;
  • Editing;
  • Sound;
  • Mise-en-scene;
  • Representation (class and gender are probably the two main ones here, ethnicity seems like an obvious one too but you'll need to find a video with strong visual consideration of conflict/unity);
  • What image or message is given to the audience about the artist? How and why?;
  • What is included to appeal to the audience
  • Ideology (what particular world view / social message / values are held to be important and how is this transmitted to the viewer? This is a chance for you to work in your understanding of Audience theory such as Hypodermics, active audience, mode of addressMorley's dominant, negotiated, oppositional readings etc).
2. There will be a link between the lyrics and the visuals. What, why and how? Lots of examples. The word iconography might be useful. Use the 'genre' label to assist you.

3. There will be a link between the music and the visuals. What, why and how? Lots of examples. Use the 'genre' label to assist you.

4. Close ups of the artist and close ups of key uses of iconography.

5. Use of reference to the act of looking and voyeurism of the female form.

6. Intertextual references. What, why and how have they been used? Lots of examples. The word iconography is going to be important. Use the 'genre' label to assist you.

Looks a lot of work? Good. It is. But if you put as much effort as you can into this you will find that the impending posts I'm going to get you doing will be much, much easier. I cannot stress how much I want to be able to send you off to the A2 exam sat on a big, fat 20/20 of R&P. Do it, do it, do it.

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