Music video: Introduction

1) What are the key conventions of music video? They feature a variety of things, typically movement 


2) What is intertextuality?
Intertextuality is when one media text references another media text – through genre, conventions, mise-en-scene or specific cultural references.
Music videos often use intertextual references – often to classic films but also to television, popular culture, news, videogames or even other music videos.

3) When did music videos first become a major part of the music industry?
in the 1980's and 1990's

4) What launched in 1981 and why were music videos an important part of the music industry in the 1980s and 1990s?

there were a variety of different music videos and MTV music channel


5) How are music videos distributed and watched in the digital age?
They were done by the TV like how they had MTV and in 2005 they released youtube so that people could enjoy the content that was being made

6) Why was piracy (illegal downloading on the internet) a problem for the music industry?
Piracy was a big problem as it was hard to find out who had copied their song without authorisation also the the people who had pirated the song, the original makers cant earn money.7) What digital services did the music industry set up to combat the threat of piracy and illegal downloading? Give examples.
They started to make products which are dedicated to music and also they made apps that had things that would have to pay monthly to listen to them.8) What is digital convergence?
when the consumer or audience can access all things on one device or thing


Extension tasks

Read this Guardian feature asking whether YouTube is good or bad for the music industry. What is your opinion on this crucial question? I think that it allows people to create new content and share it with others so that they can all see what has been made, etc also if the were ruining the music industry that would be impossible as if one were to add a song to their video or had pirated it and uploaded to youtube then they would get a copyright strike meaning that any funds made in that video wont go to the video creator but the actual person who own that content.


Read this Guardian feature on how videogames are now more important than music videos for breaking new artists. Do you agree videogames are now more influential than music videos?

Yes as videogames have an immersive amount of things in them depending on the effort that was there also they shows that it is very popular also video games usually have an amazing soundtrack or themes which are enjoyable to anyone, as you play the game and listen to the master piece that has been made, the soundtrack and theme are usually used to fit the situation, character or place, which shows that they are more influential.  

Advertising: assessment

1) What does intertextuality refer to in Media Studies? [2 marks]

When one media text refers to or suggests another media text 

2) Explain how the OMO advertisement reflects the social and historical context of its time. [6 marks]

The OMO advertisement reflects its self by showing how different genders have different tasks at the time and how the men were superior and the women were inferior another thing would be how they put a women in a washing up powder to shows how they are inferior and how domesticated they are while the men go to make the money and they don't do any of this house chores, so at the time everyone must've accepted this kind of things as it was acceptable.

3) How do advertisements reinforce and challenge stereotypes in the media?

They try to get along with what the public and media think about the the opinion on whats right or not therefore if they get a good opinion about it then it shows that they have successfully proved their point and then they will take that information then later use it on an advertisement by subverting or reinforcing a stereotype, this can later be seen of when they show the gender doing the opposite gender'd job instead of what they are entitled to, they may reinforce it by saying that both genders are supposed to do the same thing instead of doing separate jobs and other things.