http://www.youtube.com/watch?v=ZFhWFwOu5Qk&feature=related
Institution and Audience
- How might this video be consumed?
The song itself has become a big hit and is well known throughout Britain. The way in which it is consumed varies. Web 2.0 has helped the success of the song because you can consume the video very easier on YouTube and other similar websites. The music video could be view both focus and ambient. For people who don't really know the Kooks would be focused as the video is narrative based, making it a video that people would want to see then ending. Kooks fans however might just want to listen to the music and not watch the video as it is a slow and quite uneventful. The True music fans might not worry about the video and just want to listen to the music.
- What role would the record label play in creating these promotional texts?
The Record label would have the role of making sure they make a great music video. The record label makes the Digipaks and Advertising such as posters. This is to advertise the band and new song in order to make more money when it comes down to sales. When linking this video to Dyer. This video is used to make the audience to create a para-social intimacy. the consumer is repeatedly able to view the star in detail. The star in turn through the extra diegetic gaze makes a connection with the audience. As seen in this video, The consumer is meant to empathise with him as he is going through a break-up.
Genre and Narrative
- What are the forms and conventions evident in the video?
The Kooks as a band have a certain video style that the seem to stick to each time. This video is very much the same as this. The narrative is quite vague with only a few links to lyrics. I believe The Kooks do this to go away from the mainstream videos and are trying to be unique. In the video Naive there are two different narratives. A couple in a bedroom, and the other is the lead singer going into a club. At the end of the video both narratives meet.
- Is this an example of illustration or amplification? or Disjuncture? Why?
I would say that it is disjuncture because there is little relationship between Lyrics and Narrative. This is common for Kooks tracks. They seem to go away from the text and make a different and quirky video. This is to make people want to watch it again and again. I feel they are very successful at this. This is proven by there sales and general popularity within there chosen genre.
- Could this video be considered art?
I don't think this video is artist as there are no shots I would deem as artist. This video is mostly shot in a dark club. However, music videos could all be deemed as a sort of art. The shots used and ideas used all have some sort of element of art. Whether that's the type of shot used or the location. There is also various lighting techniques that could be considered art.
Media Language
- What is the message or purpose of the video?
The Video itself would have been used to sell the song. Having a video allows the distributor to put it on the Internet and also on Television. The video is also to accompany the song and make it seem much more appealing for an audience to listen to and watch. The message of the song is that heartbreak happens. You need to go past it and move on.
- What visual techniques are used to do this and why?
The lo-fi tone of the video gives the video a more real look to it, giving the viewer more of a chance to relate to the video than more high budget spectacles. The video is Mostly meat shots. This shows the main artist's image and style. The video is the story of the lead singer and his heartache with a girl. The techniques that they used to show this were affective in making the audience relate to this video. Tracking, meatshots and low angled shots were used to make this lead singer the main aspect of the video and create a certain aura about him. There are also light techniques which are used to convey a club scene. A strobe light is used to convey this image.
Representation
- How are the band/artist represented?
The artist is represented as a sociable guy that is seen walking around a club and sitting with friends. He is very casually dress with what looks like little effort. This goes against mainstream music video as they are normally represented as very good looking with nice clothes. They are represented to be the "nice guys" as they are the ones being cheated on.
- How are different social groups represented?
The social group that is represented here are the late teens early 20s. This is due to various different aspects of the video. The main thing that I saw that represented the social group was the location in which it was set. The location is a busy night club, this location alone connotes young people. This represents them as a group that goes out and has fun in clubs and pubs. The music video could also connotes the stereotype of the lay about teenager. The music video is about heartache. This subject is related to most people in the world. Making this video very present and real for many people that consume it.
