Firstly I have broken down the timings of the lyrics:
Secondly I have annotated key words within the lyrics:
Themes:
- Changing character
- Loving someone but they don't love you for who you are
- Trying to impress others
- Not being true to yourself
- Hiding your true identity behind a mask
- How death affects the way we grieve
What is Media Language ? Every medium has its own ‘language’ ( or combination of languages). These are used to communicate meaning which the audience and for them to understand them, as they are familiar with the codes and conventions used. Understanding the grammar, syntax and metaphor system of media language increases our appreciation and enjoyment of media experiences as well as helping us to be less susceptible to manipulation.
Media Language can be shown in a variety of ways, for example TV shows elements of verbal, written language, moving images and sound. Language and sound can be used to reach into the emotional core of humans. For Example the John Lewis Christmas Advert 2014 shows this:
Charles Sanders Peirce (1931) - Semiotics
Peirce said we only think only in signs, "Nothing is a sign unless it is interpreted as a sign". These signs take the form of words,
images, sounds, odours, flavours, acts or objects, but such things have no
intrinsic meaning. Therefore these signs only become signs when we invert them with meaning. Different cultures and personal experiences determine how we create a meaning for these signs.
Anything can be a sign as long as someone interprets it as 'signifying' something - referring to or standing for something other than itself. We interpret things as signs largely unconsciously by relating them to familiar systems of conventions. It is this meaningful use of signs which is at the heart of the concerns of semiotics.
Peirce 3 Types Of Signs
1. Icon/iconic: A mode in which the signifier is perceived as resembling or imitating the signified (recognizably looking, sounding, feeling, tasting or smelling like it) - being similar in possessing some of its qualities: e.g. 'realistic' sounds in 'programme music', sound effects in radio drama, a dubbed film soundtrack.
2.Index/indexical: A mode in which the signifier is not arbitrary but is directly connected in some way (physically or causally) to the signified - this link can be observed or inferred: e.g. 'natural signs' (smoke, thunder, footprints, echoes ) or medical symptoms (pain, a rash, pulse-rate) or measuring instruments (weathercock, thermometer, clock, spirit-level) These link symbols to meaning e.g Clock = Time
3.Symbol/symbolic: A mode in which the signifier does not resemble the signified but which is fundamentally arbitrary or purely conventional - so that the relationship must be learnt: e.g. language in general (plus specific languages, alphabetical letters, punctuation marks, words, phrases and sentences), numbers, morse code, traffic lights, national flags.
Roland Barthes (1967) - Semiotics
In semiotics, denotation and connotation are terms describing the relationship between the signifier and its signified, and an analytic distinction is made between two types of signifieds: a denotative signified and a connotative signified. Meaning includes both denotation and connotation.
Barthes argued that in photography a connotation can be (analytically) distinguished from the denotation. What we see and how be interpret something is different.
Saussure's model of the sign focused on denotation at the expense of connotation and it was left to subsequent theorists (notably Barthes himself) to offer an account of this important dimension of meaning .
We all share these ideas f Myths Related to connotation is what refers to as myth. For Barthes myths were the dominant ideologies of our time. Ideology is reflective to beliefs and and ideologies.
Firske and Hartley (1982) - Semiotics and Representation
T The 1st and 2nd orders of signification called denotation and connotation combine to produce ideology - which has been described as a third order of signification.
Paradigms and Syntagms
Roman Jakobson (1956)
Jakobson and later Claude Levi-Strauss, emphasized that meaning arises from the differences between signifiers.
These differences are of two kinds: syntagmatic (concerning positioning, high angle, tilt. The audience becomes positioned in a certain way ) and paradigmatic (concerning substitution, choice such a props, narrative events such as Horror vs Sci-fi).
Genres are paradigms (models) which can have different meaning determined by structure. In film and television, paradigms include ways of changing shot (such as cut, fade, dissolve and wipe). The medium or genre are also paradigms, and particular media texts derive meaning from the ways in which the medium and genre used differs from the alternatives. Such as Alien , which is Horror and Sci-fi ...... .....
This therefore requires us to use semiotic terminology to explain our encoding of elements and codes and conventions within our texts. For example a low angle is used to create a certain meaning , such as showing a dominant character looking down on a weaker character.
Other Language Theorists
Linguist Ferdinand de Saussure (1974)
- Working 1910s but work wasn't published until 1974. - Offered a 'dyadic' or two-part model of the sign. - He defined a sign as being composed of two elements:
---The 'signifier’ (Denotation) - the form which the sign takes
---The 'signified’ (Connotation) - the concept it represents
How is media language represented in Sam Smith-Lay Me Down ?
Between 0:00 and 0:25 , the introduction of this music video, there is silence. This has been done to demonstrate the typical start of a funeral. Funerals are places of morning and remembrance for the death of a loved one. As the camera pans around Smith it is evident that he is a time of morning. Through the use of mise-en-scene, the camera pans across burnt out candles which according to Pierce is a sign which can be identified into three types , Icon, Index and Symbol.
Insert candles
Peirce 3 types of signs:
Icon/iconic: A mode in which the signifier is perceived as resembling or imitating the signified (recognizably looking, sounding, feeling, tasting or smelling like it) - being similar in possessing some of its qualities: e.g. 'realistic' sounds in 'programme music', sound effects in radio drama, a dubbed film soundtrack.
Index/indexical: A mode in which the signifier is not arbitrary but is directly connected in some way (physically or causally) to the signified - this link can be observed or inferred: e.g. 'natural signs' (smoke, thunder, footprints, echoes ) or medical symptoms (pain, a rash, pulse-rate) or measuring instruments (weathercock, thermometer, clock, spirit-level) These link symbols to meaning e.g Clock = Time
Symbol/symbolic: A mode in which the signifier does not resemble the signified but which is fundamentally arbitrary or purely conventional - so that the relationship must be learnt: e.g. language in general (plus specific languages, alphabetical letters, punctuation marks, words, phrases and sentences), numbers, morse code, traffic lights, national flags
David Buckingham- Genre as change Barry Keith Grant 1995 Divided up into more specific categories that allow audiences to identify them specifying by their familiar and what become recognisable characters Steve Neale 1995 Nosferatu 1922 - Trailer Horror Shadows Dark Lighting Interview with the vampire 1994 Shift in narrative explaining why he is a vampire still got the conventions - fangs, blood sub genre - love All genre have sub genre
For my visual essay I will be analysing different concepts of Sam Smith's music video , Lay Me Down. Each concept will include a brief introduction and how it relates to my chosen music video.
About The Music Video
This is video is about Sam Smith who is stood at the altar at his husband's funeral, while morning family and friends sit behind holding candles. The clip then shows a flash back to their wedding in the same church. This time everyone is smiling and clapping, then the clip turns back to a melancholy Smith sitting alone in the church.
The original single came from Smith debut album, In The Lonely Hour (2014). The single was released in February 2013 and reached 46 on the UK single chart although no official music video was released until the single was re-released in February 2015. A third version , featuring John Legend was released one month later for Comic Relief. The third time the single was released the music video changed and went to no1 in the UK. Therefore both videos show different ways in which the song/lyrics can be interpreted.
Quote Smith - “This video shows my dreams that one day gay men and women and transgendered men and women all over the world, like all our straight families and friends, will be able to get married under any roof, in any city, in any town, in any village, in any country. I hope you enjoy it. I love you all.”
Representation Theory
Ideology is a group of attitudes, beliefs and values which have an affect on the media industry.
Social media is an example of how the media industry can be used to manipulate what we want others to hear and see about our own lives. People are more inclined to show the positive aspects of their lives as this is what is seen as the norm. Society is more liking to conform to the norms and values shown by the media as is what is regarded as "normal". However in recent years the media remains powerful in representing what is seen as "normal and not normal". The media is so influence in changing people's view therefore by showing what is "not normal" through the media industry it allows the audience to create a sense of individual beliefs. An example of this is the BBC TWO comedy sitcom, Boy Meets Girl. This is the first the sitcom to feature transgender issues and a first sitcom to star a transgender actor.
Also socialisation within particular societies is influenced by the media. Through primary socialisation parents use their understanding of ideological views to educate their children. This is also done through secondary socialisation as when a child goes to school they learn about new ideological views. The media has a huge influence on children as they are growing up. The reason for this is because media is used to control people's views particular issues such as religion and politics. The news is an example of the media manipulating/ acting bias in order to change/ influence the audiences views. Sometimes the news doesn't critically evaluate all aspects of a news story to make the story balanced/ fair.
Representation is all about a particular set of ideas being portrayed through media texts. In this music video Sam Smith is showing a gay marriage taking place in a church. This is a trope of present day society as on 13th March 2014, same-sex marriage became legalised in England and Wales. However in order to get married in a church, the same-sex couple will face many difficulties. This music video shows how same-sex couples should be able to marry in a church. The video was released in February 2015, a year after same-sex marriage became legalised. Sam Smith also wrote on Instagram he wanted a 'Homophobia free future' , which further expresses the underlying issue raised within the music video.
Laura Mulvey : The Male Gaze
Mulvey is a British feminist film theorist who believed that women were used/viewed as sexual objects via the use of various media texts . This means that women have no meaning except to be desirable for men, hence they have a lack of character. This is then shown through the mise-en-scene and cinematography which aims to highlight a woman's sexual aspects e.g the bum or curves. This is known as the male gaze. The male gaze occurs when the audience is placed into the perspective of a heterosexual man. The woman is used as a sexual object and the man is deemed to be the more dominant/powerful character.
There are three types of gazes:
1. How men look at women
View the sexual features on a woman
Camera movements show the curves and other sexual parts of a woman's body
They become objectified as a sex appeal
2. How women look at themselves
Pick faults within their own appearances (low self-esteem)
Compare to an unrealistic role model
Don't consider post-production
Feel negative about their own bodies and seek change
3. How women look at other women
Compare against each other
Look towards shaping their identity together
Construct an image which is deemed fit for society (Ideal Woman)
In Relation to Sam Smith - Lay Me Down
In relation to the music video Lay Me Down , Laura Mulvey's theory becomes challenged. Laura Mulvey argued that women in music videos are viewed as sexual objects. In this music video there are many appearances of women, however they are not placed there to be viewed by heterosexual men , in a sexual way. Although the camera focuses on numerous women, the cinematography and editing do not show the typical conventions in which Mulvey believed women are viewed as. An example of this is Mulvey believed the cinematography made women be portrayed in a certain way, such as slow tilt down their legs. Cinematography has not been used in this way in Smith's video because he is not trying to show women as sexual objects. Women appear in both sides of the video , once in darkness to symbolise the funeral and then again in white to symbolise a wedding. In both of these, the appearance of women doesn't significantly change. This is because the women in the video aren't placed in the music video to be viewed by heterosexual men as intentional sexual object. This would also change the underlying concept of the video. Furthermore the sound used , such as the lyrics are not used in a way in which to question the female body and therefore makes no sexual references to women. This contracts Mulvey's theory because she believed that women were referenced to as sexual objects through the choice of language within the lyrics of a song.
Mulvey argued that there are three types of gazes, firstly gaze one is how men look at women. In relation to Smith's music video it is clear that this video hasn't been made for the purpose of heterosexual men. Therefore camera movements such as close ups of women's lips have not been used. Although there are many appearances of women , they have not been placed within the video just to objectified by men. Mulvey's theory doesn't consider how homosexual men view women within music videos , or in this case how they view other gay ind The second gaze is how women look at themselves. Women are not shown in a negative aspect within the music video and are not made to be looked down upon by men. Also Mulvey argued that because women look at other women it has a direct reflection on how women look at themselves, such as picking faults within their own appearance. However women may be able to relate with the people within this music video such as how different women are affected by death. The third gaze is how women look at other women. Mulvey suggests that women shape their identify on other women which is bad because music videos portray unrealistic role models. The women within this video may aspire other women , but not in a sexual or needs/desirable way.
Richard Dyer : Star Theory
Quotes by Dyer:
" starts are commodities that are produced by institutions "
"A star is a constructed image, represented across a range of media and mediums"
What is a star according to Dyer?
A star is an image which an audience desires to be like. However the institutions aim to represent real people but this is not the case as they form a constructed ideology . They are constructed by institutions for financial gain. Therefore the star will have one specific audience/group of people to make a larger profit on merchandise etc.
Dyer suggested that there are four concepts to why/how stars are constructed by institutions. These are:
Stars as constructions
Audience and Industry/Institutions
Ideology and Culture
Character and Personality
Firstly stars are represented as real people which we can consume from , however this is not the case as evidence suggest that stars are constructed. A Unique Selling Point (UPS) is given to stars in order to make them more desirable to the audience. A UPS such as Michael Jackson's white glove makes him as a star, unique. Hence why one official white glove worn by Michael Jackson sold at auction for $420,000 (including taxes and fees) in 2009. In relation to film stars , pop star have an advantage as only been constructed once. Film stars require a change of character so it makes them harder for institutions to construct an image for them. An example of this is Tom Hanks plays a variety of characters in many films, where as Madonna has stayed relatively the same throughout her pop career.
Secondly stars are manufactured to serve a purpose. Record companies will nurture and shape their stars into what they think/know the audience will consume from. Modern stars are just replicas of something that has been seen before such as The Beatles and One Direction. The institutions know how to make a profit from replicas of something they have achieved great success with in the past. Although each genre of music have different ideological views, stars are constructed differently depending on the genre of music they sing. The audience can copy off stars such as wearing the same iconic clothing. An example of this is Cher, who is well know for her large curly hair which makes it easier to dress up/consume outfits from her.
Thirdly stars covey their beliefs and opinions out side of music to create a celebrity persona. This is so the audience can relate them as they are seen as the same as them. The culture which they live in can also aspire the audience to be like them, for example Barbra Streisand is Jewish and is actively open about her religious beliefs. Also the social media can portray starts to be a perfect construct. Beyonce uses Facebook to post photos of family days out, with her husband and young child. Dyer believes these images aren't real but made to look like perfect for the artists audiences.
Fourthly as a consumer, we have certain ideas about what stars are supposed to be like so the institutions create starts with desirable qualities of character. A 'fake' personality can also be created such as making the artist look impressive when in front or an audience/media text. It can be argued that Justin Bieber has a fake personality because he has arrived late for concerts and been rude towards the press and some fans.
Stars and Motifs
Institutions create motifs for their stars for a variety of reasons, such as :
It creates a reoccurring iconic image
Recognisable through semiotics (logos)
Make money for the institutions
Large amounts of merchandise
Used on a variety of products
Lack of words means it can be used worldwide
Examples of famous motifs:
One Direction:
The Beatles:
Red Hot Chili Peppers:
In Relation to Sam Smith - Lay Me Down
Richard Dyer's 4 concepts of a star which can be applied to Lay Me Down.
Firstly Dyer believed stars were constructs. This means Sam Smith is represented as a real person so his audience can consume from him as a product. Smith's unique selling point (USP) is the type of artist which he is and the genre of music which his sings. Smith performs in the POP genre of music and in May 2014 Smith revealed that he was openly gay to his fans. This is not a common feature to artists in POP music so it shows how he has a USP for which the genre he is most commonly associated with. Smith has stayed relatively the same in regards to his style however Dyer suggests this may change over time as Smith becomes consumable to a larder audience. This is so the institutions can make more money from Smith as a construct.
Secondly Dyer argued that stars are manufactured by the institutions to serve a purpose for the audience. The institutions know what type of star they are constructing. Sam Smith has be constructed by his institution to suit his target audience. An example of this is Smith is shown wearing a cross - shaped earring. This makes him more consumable to his audience as individuals can interpret and relate to Smith. Many interpretations can be made form the cross such as it being symbolic to Smith's childhood because he went to catholic school until the age of 18. Smith claimed that wearing an earring in this music video was unintentional. In an interview, Smith said '...And I remember when I watched the video back, I was like, 'That can be my thing.' There's a little meaning behind wearing crucifixes in my ears, you know? But I would never go into it.". This quote suggests that Smith likes to keep his audience guessing and therefore consuming from him. Also it implies Sam Smith is aware that he is a product of consumption, '...that can be my thing...' shows that he understands he is being made into a product by the institutions in order to appear more consumable.
Thirdly Dyer suggested that stars convey their own ideology and culture whether this is a fake or real persona can misleading to the audience. Sam Smith uses the social media to post images and messages about what he has been up to . This makes him a star as he shares his life with the audience, so they can consume his ideology. The images which Smith post on Social Media make us feel apart of his life as we become socially activated within his personal life. Also Dyer believed these images to be apart of a fake persona as he suggested this makes a star more desirable. In an interview with 4Music, Smith said "I actually have OCD really bad, and it's getting a bit worse at the moment." This shows Smith's own struggles, therefore an audience can relate to these struggles and want to consume from Smith because they see him as a 'normal' person.
Fourthly Dyer implied that the audience consume the character and personality of the star. A stars personality is reflective in their actions which are portrayed towards the audience. Sam Smith shows characteristics of a loving, funny, sociable and charitable personality which means the audience find him a desirable character to consume from. Also people can relate to his personality such as he visits the gym. I know this because he posted an image of him at the gym on Twitter so his audience can relate to him and see him as a 'normal' person. The images below represents the final element of Dyer's theory.
Twitter - Gym:
Charitable:
Loving:
Funny:
Sociable:
Smith doesn't directly have a motif , however I believe he has many hidden motifs which make him a star , from which an audience can consume from such as:
1. Hair Style
2. Ear Piercing
3. Clothing
I have searched Sam Smith Music into Google images, this is a screenshot of the results which I found. From this screenshot it is clear that Sam has a very unique style. This makes him a recognisable star according to Richard Dyer as Sam Smith has created himself into an image in which the audience can consume from.
The images below shows Sam Smith, before and after his diet. Dyer believed these rapid changes within a star makes them more consumable to an audience. This is because the audience will want to follow Smith's diet progress and maybe even take in his tips and advice.
Tessa Perkins : Stereotypes
Perkins 5 Assumptions Of Stereotypes
1. Stereotypes are not always negatives -Youths may be seen as negative, e.g. Hoodies can be linked to youths in crime/gangs -Youths may be seen as positive e.g. Results Day shows excellent results -People are more likely to read about negative aspects of life rather than the positives 2.They are not always about minority groups or the less powerful -Upper Class = Posh , Snobs -Lower Class = Loud , Poor , Outspoken 3.They can be held about one's own group -POP, POP ideologies, Mise-en-scene, Clothing 4.They are not rigid on unchanging -Hard to change but can change over time -Miley Cyrus and Britney Spears 5.They are not always false -We need to understand the truth in the artist -Institutions shapes and helps us understand the stereotypes -Associate the ideology behind the character
Implications Of Stereotypes
Not always erroneous in context
Can be very negative
About groups with little or no social contact ( institutions portray certain ideologies around a particular stereotype)
Leads to negative behavior/ wrong assumptions (unfair treatment of members of society)
Without stereotypes we wouldn't be able to understand individuals/values in society
Negative representations of class hierarchy
In Relation to Sam Smith - Lay Me Down
Being Gay-Sam Smith
Sam Smith doesn't openly express or draw attention to himself as being a gay artist. However in a recent interview Smith made the following statement: Sam Smith went to a Catholic school but wasn't afraid to speak up for equality, he said "From what I can remember, they believe that you can be homosexual, but you just can't practice it, which is ridiculous. I would just say, I am proof that it's genetic. It has to be, because it wasn't a choice.' And that's it. That's my only argument, you know? You love who you love, and I can't help that I like guys." Also in May 2014 Smith revealed to the public that he is gay. At the 2015 Grammy Awards, where he won four categories, he said, "I would like to thank the man that I fell in love with last year - the man who this album is about. Thank you so much for breaking my heart, because you got me four Grammys!".
Blumler and Katz- Uses and gratifications Stuart Hall- Reception theory
Hypodermic Needle theory/ effects theory
Uses and Gratification - Blumler and Katz
In order to create an understanding of the uses and gratification within media texts, I have analysed a clip from the film My Sister's Keeper. My Sister's Keeper What feelings does this clip show ? -Emotional -Grateful for what we have in our own life -Sad/Sympathetic for the characters -Anger that we can't help -Guilty we can't help Why would other people choose to consume this film ? -Relate to the story -Understanding cancer related stories -Feel grateful within their own life -To display emotions such as crying -Accommodate their own needs Uses and Gratification Theory We choose media texts for our own gratification as we act as an active participant . This means we choose what we want to consume and are not forced into consumption of products which we don't want. This implies it is what we do with the media rather than what the media does to us. The theory argues that an active audience are motivated to make their own choices, and it asks why do we consume from the TV, films, newspapers and social media. This theory suggests that the audience has social and psychological needs, which generate certain expectations about the mass media and what the media exposes the audience to. This model represents changes within the way we look at media products such as why do we feel compelled to keep up to date with our favorite TV program. . 4 Blumler and Katz Key Elements Blumler and Katz identified 4 key elements which need to be fulfilled and gratified by the audience. 1.Surveillance 2.Personal identity 3.Personal relationships 4.Diversion
1. Surveillance: This theory suggests that people feel better when they understand the world in which they live in and one in which they can relate to. We watch TV as source of entertainment which we can consume from to make us feel secure and safe. The consumer is passive and is accepting in what they are consuming. This is because we are assured that what we are consuming is correct. The media is a helpful tool in everyday life such as the News and the Weather. Even more so social media can influence how this concept works as fake stories can create a false sense of security. For example creating a fake persona of oneself online.
2. Personal identity: Personal identify refers to how being the subject of the media allows us to confirm the identity and positioning of ourselves within our own society. This is found in music videos such as POP, stars often become big role models and inspire young children. This has a significant impact on the way in which the audience consumes a product . An example an this is throughout time, Miley Cyrus's personal identify has changed which has had an impact on the way many people now consume from her. We can associate and relate to the product directly making us feel gratified. Such as sharing our identities with the star to make us feel normal and accepted. Different genres allow different individuals to relate to a range of elements.
3. Personal Relationships:
There are two parts to a relationships, relationships with the media and using the media in relationships with others. Firstly an audience can form a relationship with the media for example they see TV as a form of companionship. This means we consume our favourite TV soap because we have a connection with the characters and can relate to them in our own lives. This provides an intimate experience such as when characters die in a film we often grieve for them as though we have lost a friend/companion. Also it is important that the audience make a connection as they don't only wish to keep consuming the product, but also the star/character. The more likely the audience can relate to the product and character the more likely they are to continue consuming. If a star appeals to a mass audience more people will consume from them and be able to create a personal relationship with the star. These relationships can help us to understand social issues we have encountered to help us deal with issues raised in out own lives, such as My Sister's Keeper. We can use media products as a form of emotional counselling as the audience goes a journey of comfort and support with the characters shown on TV or their favorite music artists. In turn this offers individuals a personal relationship of support/help even though the characters tend to be apart of a fake reality. Secondly the media can help build /make the audience create their own relationships in reality. For example the media can be used as a 'spring board' to build relationships with people. This can include having a TV program in common which may be used as a conversation starter, making talking to strangers easier. Finally research suggests that some families use TV as a stimulus to conversation by discussing what is on screen. A clear example of this is Gogglebox.
Gogglebox:
4. Diversion:
The diversion element describes what is commonly known as escapism. We watch TV so we can forget our own lives and problems for a while and focus on another person's, diverting our thought process. We watch music videos/films to take our minds off every day as it distracts oneself from the problems they may be experiencing, to make themselves happy. TV soaps can also tackle issues which the audience can relate to , such as teenage pregnancy in Coronation Street.
Music Videos showing the Uses and Gratification theory:
The Fry - How To Save A Life
What features in 'How To Save A Life' allow us to personally identify with it?
Words of advice/emotions shown on screen
Showing the process of loss
Identify with the characters and lyrics in the stages of loss
Emotion shown through facial close-ups/ body language
Characters tend to be a young age to relate to the target audience
Shows how different people are affected by loss
Does it appeal to only one age category?
No because many people are affected by issues of loss at anytime within their life
Examples of loss: pets, family members, friends etc.
Can also relate to loss of a friend e.g. moving away
Younger people may need the guidance from the video
Does it only appeal to one gender?
Appeals to both a mixture of boys/girls
Both genders experience these emotions and loss
Identifies women as more openly emotional
Identifies men with personal struggles (holds out hand as sign of help)
How does it address issues that all members of society can associate with and why does this make the product successful?
Relevant to everyone as everyone will experience some form of loss
Relate to the issues in modern day society
Successful product as it appears to a variety of people
Offers guidance to those in need
How did you identify/relate to this music video?
Related to the main issue of loss
Emotions
Reflective on your own life
Sad towards the characters in the music video ( feel helpless)
Understand issues relating to other people's loss
The Script - Breakeven
What features in 'Breakeven' allow an audience to personally identify with it?
Men can identify directly as its from the point of view of a man
Shows men being emotional ( a sense of vulnerability)
People can identify with break ups
Memories of flashbacks
Does it appeal to only one age category?
A wide variety, but predominantly young adults
All age categories as everyone can be affected by a breakup
Narrative is more identifiable to young (it shows a relationship with less baggage e.g. no children)
Does it only appeal to one gender?
Not one gender
Both men and women can experience break-up
Men relate to the concept of the video being from a man's point of view
Women understand how a break up affects a man
How does it address issues that all members of society can associate with and why does this make the product successful?
They feel comfort as other people are going through break-ups
Make men more comfortable expressing emotion
Women understand what men are going through
How did you identify/relate to this music video?
Understand how men experience break up
Shows another perspective on a break-up
Women can sympathise with the man's feelings
In Relation to Sam Smith - Lay Me Down Blumler and Katz 4 key elements of uses and gratification can be applied to Sam Smith's Lay Me Down. Surveillance:
This part of the theory suggests that people feel better when they understand the world in which they live in. Issues raised within this music video can directly relate to issues in modern day society. For example the topic of gay marriage within Church has recently been legalised in the UK. Therefore showing this topic in a music video helps the audience to create a better understanding of the current world in which they are live in. Because the consumer is passive they can interpret and make assumptions about the music video. The audience see how different people cope with death in different ways within this music video and the audience then assume what they are consuming is correct. An example of this, is it can help individuals who think that men don't show emotions when mourning as this video shows a man with tattoos on his face, crying during the service. Personal identity: Personal identify refers to how being the subject of the media allows us to confirm the identity and positioning of ourselves within our own society. This is found in music videos such as POP, stars often become big role models and inspire young children This is shown in Smith's music video because he is helping people understand the concept of gay marriage and showing that it isn't different from a heterosexual marriage. The audience of this video can directly relate to the narrative which makes them feel the music video is gratifying them. This is because Smith is sharing a real part of his life with the audience. Smith experienced a break up which could symbolise the death. Such as sharing our identities with the star to make us feel normal and accepted. Different genres allow different individuals to relate to a range of elements.
3. Personal Relationships:
There are two parts to a relationships, relationships with the media and using the media in relationships with others. Firstly an audience can form a relationship with the media for example they see TV as a form of companionship. This means we consume our favourite TV soap because we have a connection with the characters and can relate to them in our own lives. This provides an intimate experience such as when characters die in a film we often grieve for them as though we have lost a friend/companion. Also it is important that the audience make a connection as they don't only wish to keep consuming the product, but also the star/character. The more likely the audience can relate to the product and character the more likely they are to continue consuming. If a star appeals to a mass audience more people will consume from them and be able to create a personal relationship with the star. These relationships can help us to understand social issues we have encountered to help us deal with issues raised in out own lives, such as My Sister's Keeper. We can use media products as a form of emotional counselling as the audience goes a journey of comfort and support with the characters shown on TV or their favorite music artists. In turn this offers individuals a personal relationship of support/help even though the characters tend to be apart of a fake reality. Secondly the media can help build /make the audience create their own relationships in reality. For example the media can be used as a 'spring board' to build relationships with people.
4. Diversion:
The diversion element describes what is commonly known as escapism. We watch TV so we can forget our own lives and problems for a while and focus on another person's, diverting our thought process. We watch music videos/films to take our minds off every day as it distracts oneself from the problems they may be experiencing, to make themselves happy. TV soaps can also tackle issues which the audience can relate to , such as teenage pregnancy in Coronation Street.
What features in 'Lay Me Down' allow us to personally identify with it?
Issues raised within the narrative
Gay marriage within a Church
Funeral and ways in which people deal with the issue of death
Emotions Smith shows towards his audience
Two gay individuals holding hands in a modern music video
Does it appeal to only one age category?
No because many people are affected by issues of loss at anytime within their life
Many different types of people in the video e.g. young boy, old man, a guy with lots of tattoos
Everyone at any age can experience loss
Young children may not understand the concept of gay marriage within a Church as being a controversial issue
This music video teaches not to judge people based upon appearances e.g. a guy with many tattoos is crying and showing emotions
Does it only appeal to one gender?
Appeals to both genders
Both genders experience these emotions of loss and love
Both gender types can be gay
Both gender types understand the issues of gay marriage
How does it address issues that all members of society can associate with and why does this make the product successful?
Gay marriage is a modern day issue within society
Everyone can fall in love and get married
Anyone can experience the issue of loss
Successful product as it appears to a variety of people
Teaches not to judge individuals
Educates on the issue of...if a gay person can have a funeral with God surely they can get married in a Church under God's blessing
How did you identify/relate to this music video?
I have gay friends who are religious and would like to marry in a Church
Grateful towards your loved ones in life
Sad towards the characters in the music video ( feel helpless)
Understand issues relating to other people's loss
Reception Theory - Stuart Hall
In Relation to Sam Smith - Lay Me Down
Hypodermic Needle Theory
The Hypodermic Needle Theory argues that the mass media have a direct and immediate impact on the audience. In the 1940s and 1950s the mass media were perceived as a powerful influence in changing societies behavior. There are many factors which have affected this, such as the rapid population of radio, TV and propaganda techniques within adverts.This theory shows how the mass media can influence very large groups of people directly uniformly by 'shooting' or 'injecting' them with appropriate messages designed to trigger a response. It also suggests a powerful and direct flow of information from the sender to the receiver. This model implies that the media messages are injected straight into a passive audience which are then immediately accepted by the audience. These media texts aren't challenged so the audience accept them. However this has been proved to be out of date as people are now aware of what the media's intentions are. Although the media can be viewed as a dangerous means of communicating an idea because the receiver/audience is powerless to resist the impact of the message. People end up thinking what they are told because there is no other source of information which implies the audience are brainwashed. War Of The Worlds
-1930s broadcast via radio -1 hour broadcast aired on 30th October -Presented in the form on News Bulletins -People listening thought it was real and assumed Martians had come to invade the world -It demonstrates this theory well as the audience believed the event was real -Reflective of this time as there was no other way to find out if this was real -Now shows that this theory is out of date as we have new forms of media texts to consume from
Negatives To This Theory
Out of date and invalid
Audience are no longer passive , other theories have shown this
Don't all consume media texts in the same way
Technology has changed how we consume media and the sources where it originates from
More aware of society and how institutions operate
Now used to the messages in which the media portrays so we can reject it.
In Relation to Sam Smith - Lay Me Down
This theory suggests that the content shown in this music video will reflect and have an immediate impact on the audience. The institution which had created this music has created the video to portray a certain meaning and ideological views. There are many underlying themes of this music video which all have an impact on the way in which the audience consumes it . Firstly the theme of death occurs. This is theme in which many people are aware of because the the majority of the audience can relate and understand this issue. The camera pans across the various mourners within the church. This screenshot shows some of the characters reaction to the death.... The Hypodermic Needle Theory suggests that the reason the institutions have done this is to directly relate to a mass audience. However this theory believes the audience are unaware of this. I believe that this is not true as the comments which appear underneath the YouTube clip show that the audience are aware of the messages in which the audience are trying to portray. Secondly the theme of gay marriage occurs. This is explicitly shown to the audience as the couple appear to hold hands. This audience theory implies that the events shown in this music video can be a dangerous means of communicating because the receiver/audience is powerless to resist the impact of the message. However the message being portrayed in not seen as dangerous by many people within modern day society , This is because of changes in society means that most people are accepting of gay marriage.
