MEDIA

THEORISTS
Shantelle Keech

Andrew Goodwin 7 Rules

Within our product, we will be conforming to Goodwins rules;

well be conforming to the correlation of lyrics and visuals.
For the second, during post production we will be able to alter
the timings of shots and transitions to correlate with the
musics speed and tempo. The video is both narrative and
concept based, supporting the conventions of the indie-pop
genre. The band, Canopy Climbers, is not signed to a record
label, meaning that we have no demands which were
required
to visuals
fulfil. (contradiction VS
1.Correlation of lyrics
and the

conformation)
2.Correlation of music and visuals
3.Genre characteristics (iconography of codes and
conventions)
4.Voyeurism (Notion of looking gaze and artist
perception)
5.Demands of record label (star image, close ups,
recurring visual style)

Gramsci Hegemony
Hegemony is the dominant ideology which follows the
theory of power being maintained by the media and
higher social groups. It states that the ruling class is
represented as normal which is an act of manipulation
in society which teaches people to conform to these
values. An example of Gramscis theory within the
media is racial hegemony which is recognised through J
Coles Crooked Smile; the concept is used to represent
the social flaw of the white race over the black race.
Within our own product, we will be enacting counter
hegemony whereby well be representing a rejection of
the traditional ideals. As a result, well be normalizing
homosexuality.

Todorov Narrative Theory

Our intended use of Todorovs narrative theory is for
the final acceptance of sexuality at the end of the video
creating a re-equilibrium.
The protagonist will either accept his true feelings or
will completely reject them, causing a correlation
between the lyrics and the visuals (Goodwins Theory):
But I keep coming back / To steal from You / I add it to / A
bottomless hole / And I'll keep coming back / As long as I /
1. Equilibrium:
Can sleep atNeutral
night / I start
don't (normality)
know where it goes

2. Disruption: Disruption of the

narrative/normal day
3. Realisation of disruption
4. Attempted Restoration
5. Re-equilibrium: Neutral end (new
normal)

Vladimir Propps 8 Types of

Character
1. Hero - Protagonist
2. Villain - Antagonist
3. Princess What the heros deserving of throughout but cannot obtain
due to the villain (Object of the quest)
4. False-hero Villain pretending to be moral
5. Donor Prepares the hero or offers a magical substance
6. Father Set the task for the hero and establishes roles of characters
7. Dispatcher Character who sends the hero on their quest and identifies
evil
8. Helper (magical) Character who assists the hero

Application of Propps theory to

existing products
Within the Indie-pop music video genre, there are many links to this theory,
as recognised within the music video for Hollow Tune by Brick+Mortar.
Hero: Protagonist
helps another person
with his injury and
helps move the story
along.
Hero: Helps protect
the gay couple when
theyre being
attacked.

Antagonist: Homophobic
man attempting to
impose his personal
views through violence
against the gay couple.

https://www.youtube.com/watch?v=PiET3kz4JFU

Antagonist: War keeps the soldiers

away from their
families

Applying Propps Theory to Our

Product

We will be embedding Propps theory of

character types within our music video in order
to enhance the roles that were portraying.

Specifically, within our music video, we have the

indexical link to the Father role due to his
traditional roles being pressured onto his son.
The protagonist, behaving as somebody whos in
denial of their sexuality, would be classified as a
false-hero whilst also acting as the princess
character type due to him being the object of the
other male characters admiration.

Richard Dyer Star Theory

Dyers theory applies the thinking of an artist enacting a persona
or icon thats constructed by the industry or their record label.
It states that famous people are constructs, creating star theory
and utopian ideals of a celebrity.
In relation to our own product, Dyers theory is irrelevant;
Canopy Climbers is an unsigned band with limited media
recognition which meaning that the representation will be
unrestrictive of their music and the band as a whole.
Audience and Institutions:
- Stars are made for money purposes (synergy)
- Brand identity increasing, benefiting the institution