Overview of Textual Analysis'

3 videos I analysed...

1. The Kooks- Always Where I Need To Be
2. Oasis- Wonderwall
3. Arctic Monkeys- R U Mine?

Genre Conventions...

• Presenting themselves in a rebellious way (going against conventions of the other genres, for example- not having a video that is solely based on the performance of the song or how popular and good the artists look- focusing mostly on the lyrics of the song by having them singing in places where not many people will be watching- e.g. the Kooks on a rooftop or the Arctic Monkeys who are listening to their own song on the radio and pretending to be performing it in the car), whilst still trying to stress the importance of the meaning of the song and its lyrics
• Spreading their own ideology through the video and it's lyrics; that music is not always about performance and making the artists look good, they stress the importance of the song through its lyrics. Tim O'Sullivan's theory suggests that it is only extremely powerful groups of people that can spread their certain ideology, however, in videos such as these, bands and artists can spread their ideology through their videos and lyrics, through many aspects of the video such as mise-en-scene, editing and cinematography.  
• Do not focus too much on their own image, but the audience can still tell that they want to look good, in some ways this is the conventions of their image- that they do not try too hard.
• Locations- subtle but still enforcing their success and fame. e.g. in The Kooks' video they cut from them performing in a small apartment, to a rooftop with the NYC skyline in the background. And the the Arctic Monkeys video the radio station may be a shabby looking place but it still shows that they are famous because their song is being played to all the listeners. These artists also use social realism, in not only this video but in the majority of their videos. They present the working class way of life in a more realistic way (the term social realism came about in the 60s, and it meant that not only in the music industry but also in many other media forms the working class were starting to be presented in a more realistic way, with more and more working class artists having their realistic image put out there). They show that to be successful you do not need to lead a lavish lifestyle- for example in the R U Mine? video they have their song playing on a radio station that looks shabby but the main idea is that their song is being played and thousands of people will be hearing it. 

Form Conventions...

• All 3 videos use lots of different shots, for example, all 3 use close ups (focusing on many different aspects of the video. For example in The Kooks' video it has close ups of iconic buildings and locations, instruments, as well as the artists... and in the Arctic Monkeys video when they are miming we are shown a close up of their faces to reinforce the lyrics of the song). 
• Long shots and establishing are also used, which help promote the artists image because it helps show how far they have come- representing their fame to the audience; such as the rooftop with the NYC skyline in it in The Kooks' video.
• The Kooks' and Arctic Monkeys' videos both have fairly quick editing, cutting from shot to shot many times in each video- as a convention of all music videos, however, because they edit to the beat of the song, the Oasis video is edited a bit slower compared to the other two as it is a much slower song, so each shot lasts longer than the other day- I will take this into consideration when I am doing the storyboard for my video as it is also a slow song, meaning the editing will not want to be overly fast, otherwise it will look out of place with the song and would not follow conventions of music videos.