Language and Digital Convergence
How do media producers use language to communicate meaning?
Music video producers use language such as camerawork, editing, mise-en-scene, intertextuality and colour palettes to communicate meaning. Meanings created through language are used to create a brand identity or star persona, engage the audience and provide a narrative.
Camerawork includes shot types, movement and angle of the camera. This can be used to drive narrative for example a high angle close up shot could be used to represent a character as inferior as the audience is looking down on them. Editing transitions and pace provide structure for the narrative, music videos often use 2 or more locations and the transitions between the two need to maintain the narrative. Fast pace editing also helps to engage an audience as the images are constantly changing meaning they do not have enough time to be distracted. Mise-en-scene is an important factor when creating a brand identity or star persona as it involves costumes, props, locations, facial expression etc. For example; a bright, colourful setting would suggest that an artist persona is fun and uplifting whereas dark lighting and plain setting connotes a different style. This links to colour palettes as they emphasise the atmosphere within a music video. Intertextuality within a music video creates a sense of reality for the audience and helps to portray an artist as relatable to their target audience.
In Janelle Monae's music video for 'Make Me Feel', she plays to characters who are complete opposites. One is shy and reserved while the other is confident, outgoing and fun. This this connoted through the mise-en-scene, the differences in their costumes.
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| This character wears bright, colourful clothing and her body language and facial expressions exude confidence in herself and her sexuality (which is the theme within the video) |
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| This character wears darker, more conservative clothing and is very shy. In this mid shot she is lingering by a door trying not to interrupt two other characters flirting. |
In the music video for 'Celebrity Skin' by Hole, a birds-eye view extreme close up of Courteney Love as she lip synchs the lyric 'oh make me over' suggests she is a passive being to the world of Hollywood as she is being looked down upon and has no control over what Hollywood turns her into.
How do media producers use digital convergence to link their products?
Media producer use language such as colour palettes, star persona to create digital convergence between their products. Music videos and an artists accompanying website can be linked through use of still shots from production of the music video, the same colour palette used in both the video and the website, and the same ideologies promoted through both platforms.
Websites can also be used to provide further digital convergence through links to an artists social media and other platforms for their fans to interact with them on. This helps to promote an artist as they seem accessible and their music video will be promoted on every active platform they have as well as engage the audience.
