In this growing world of media, there are plenty of products that share a sense of similarity in one way or another. The video that my partner and I have been working on is amongst this 'clique' as the artist is a female R&B musician, much like the likes of Beyoncé. My partner and I looked at some videos and understood that there are certain conventions from them that we can include in our own work. Below is what we found in one of Beyoncé's productions:
Broken-Hearted Girl
The style of music video that this production has is both narrative and performance, which is exactly what our video is. Another similarity that the two production share is the fact that both of the videos tell the tale of a lover that is hurt by her ex-boyfriend, and the audience are enabled the opportunity to see the point of the view of the female's side. What I liked the most about this idea is that it plays with Stuart Hall's idea of different readings. The dominant reading is that the female is the one that has been played by her ex boyfriend and that she is the one that the audience must feel empathy towards. This is conveyed through her being the one singing and her being the one thinking of the times that the two of them spent together. Something that I noticed in this video is that there is very minimal chance for the consumers to understand what the other half of the situation (the man) is feeling. What I understand is that Beyoncé's team wants her to be an independent female that is representative of many women in today's world (see: 'Run The World (Girls)' music video). With this representation needing to be showcased, the lack of other POV's enabled her to be the dominant viewpoint in the video. What I would like to do with my project is have the dominant reading highlight how the female artist is the one in the right position so that her authority (as spoken about in the treatment) can be connoted through the amount of power that she holds. However, in order to get more people talking about the video, including more layers to the video can allow this to happen. The way that I plan on doing this is by including the opposing side (the male in the relationship) displaying his emotions about the situation. Nonetheless, although the guy will have more of a viewpoint, this does not mean that he gets to overtake the female, particularly in terms of the dominant reading. The artist will be singing throughout and will constantly be showcasing her feelings towards the situation, but I will slot in a few moments where her ex can be seen as upset. I will incorporate this by including a voiceover at the start of the couple fighting and the artist not listening to the guy's justification, as well as having a very small moment where he thinks about the good times that they had together. With this incorporated into the production, it leaves room for the consumers to ponder about whether the guy is right, the girl is right, or whether they are both on an equal playing field. This will then hopefully create a bit of hype through word of mouth so that the artist can be more noticed by the public.
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