Richard Dyer

Richard Dyer's work focused on the role of stars in film, TV and music. He writes about the fact that a star is not a person, but they are in fact an image constructed out of a range of materials, for example magazines or advertising. Fundamentally, a star is incoherent and Dyer says this is because it is based on two key paradoxes. Paradox one being the star must simultaneously be ordinary and extraordinary for the consumer. Paradox two being the start must simultaneously be present and absent for the consumer. The incoherence of a star ensures that audiences continually strive to 'make sense' of the image.

Adorno and Hebdige

Theodore Adorno argued that capitalism fed the people with products of a 'culture industry', which is the opposite of 'true art' and was used to keep the people passively satisfied and politically apathetic. He also believed that 'false needs' were being created by the culture industry and given to the people. These are needs that capitalism has created to replace peoples true needs, for example freedom and creativity.

Dick Hebdige viewed Adorno's ideas as too pessimistic and dismissive of mass audiences as passive and easily manipulated. Hebdige has the view that consumption is more of an active process and audiences are free to resist the power of large capitalist companies by ignoring, undermining and finding other alternative products to consume.

Music Video History

- The earliest forms of music video were developed by Oscar Fischinger, with films such as 'Komposition in Blau' and later work with Disney's 'Fantasia'.

- Short films emerged in the relatively early days of sound film-making, with artists such as Bill Crosby and Billie Holiday.

- The short films were often more daring sexually, and in some cases politically.

- The US films were often produced by the company Harman-ee, and each music video cost about an average of $8000 to make.

- In the late 60's music tastes had shifted to rock, so Harman-ee began shooting bands such as Procul Harum.

-The USA's answer to the Beatles, the Monkees, introduced many new devices which would later find their way into music promos, such as surrealism, jump cuts and wacky comedy.

- In 1981, Music TV was created and it's growth was rapid. Although it was dominated by white acts and male rock, apart from a few artists such as Michael Jackson, it was almost the end of the decade before any other black artist's work broke through.

- In 1984, MTV was established as central to the music industry.

- By the end of the 80's, the music video was an essential element in the promotion of all singles.

Shot Count Analysis

Track: Post Acid                                                 

Artist: Wavves                                    

Director: Patrick O'dell                                

Release Date: Aug 26th 2010

Length of video: 2:25

Number of shots in entire video: 93

Average length of shot: 1.5 seconds 

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Number of shots in 30 second segment: 29

Within the 30 second segment there are:

Number of CU:2

Number of ECU:0

Number of LS:11

Number of MS:6

Number of panning shots:1

Number of tilts:0

Other shots:0

Analysis 

From analysing this music video I have learnt that within a music video there are a diverse amount of shots used within a short period of time and that the cuts, usually quick cuts or fades within this video, tend to follow the speed of the song itself.

Shot number	Shot type	Shot length	Description	Edit to next shot
1	Mid shot	1 second	Mid shot of alien skateboarding	Quick fade
2	High angle shot	1 second	High angle shot of alien skateboarding	Quick fade
3	Panning shot	1 second	Panning shot of alien skateboarding	Qucik fade
4	Close up	1 second	Close up of alien	Quick fade
5	Long shot	2 second	Band and alien walking towards camera in long shot	Quick fade
6	Long shot	0.5 seconds	The band and alien walking in a long shot	Quick cut
7	Long shot	0.5 seconds	The band and alien walking in a long shot	Quick cut
8	Long shot	0.5 seconds	The band and alien walking in a long shot	Quick cut
9	Long shot	0.5 seconds	The band and alien walking in a long shot	Quick cut
10	Mid shot	1 seconds	Mid shot of band sitting down outside shop	Quick fade
11	Mid shot	1 second	Mid shot of alien holding food	Quick cut
12	High angle shot	1 second	High angle shot of alien and band	Quick fade
13	Long shot	1 seconds	Long shot of band jumping around	Quick cut
14	Long shot	1 seconds	Long shot of band jumping around	Quick cut
15	Close up	1 seconds	Close up of band members face	Quick cut
16	Long shot	1 second	Long shot of band jumping around	Quick cut
17	Mid shot	2 seconds	Mid shot of alien trying on clothes	Quick cut
18	Long shot	1 second	Long shot of band on sofa	Quick cut
19	Mid shot	3 seconds	Mid shot of alien trying on clothes	Quick cut
20	Long shot	2 second	Long shot of band on sofa	Quick cut
21	Mid shot	3 seconds	Mid shot of alien trying on clothes	Quick cut
22	Long shot	2 second	Long shot of band on sofa	Quick cut