Why did you choose the text you are analysing:
Because the song is played by one of my favourite bands and I love how they're just sitting outside playing like a normal band and there's nothing unusual about the video or how they are playing.
In what context did you encounter it:
I encountered the band through a friend and then looked them up on youtube, realising I really liked their music and then bought their album on iTunes.
What influence do you think this context might have had on your interpretation of the text:
When I first listened to the song it was without the video on youtube and it made me feel happy and energetic, and then I saw the music video and it portrayed those feelings to me still because it showed the band in the music video having fun and being energetic towards their music.
What conventions of the genre do you recognise in the text:
- Multiple People ( Band & Public )
- Outside ( City Location )
- Public Area
- One Take
- Multiple Angles
- Close Ups & Midshots
- Dancing
- No cuts or fades until the ending
- Natural ending
To what extent does this text stretch the conventions of its genre:
Most music videos use multiple shots, different backdrops and use cuts, fades and jump cuts whereas their music video is taken in one take where they use no editing and they're in the same location and place. At the start of the video before they start playing there are two shots that fade out showing the area that they are in. The only editing in the music video is the writing at the beginning introducing the name of the video and at the end where the credits are also the music being recorded and placed over the top of the video to get a better quality of sound. There are some videos that also do this but its not commonly used when making a music video so its breaking the conventions of editing because they use it to the bare minimum.
Where and why does the text depart from the conventions of the genre:
It breaks the editing convention from when the band starts singing to the end where they stop singing and before and after minimal editing is used just to introduce the name of the video and then credits at the end.
What sort of audience do you think the video is aimed at and how typical was this of the genre/style of music:
The audience the music is aimed at is Teenagers - Young Adults because the genre of music is Alternative and Indie. This type of music is typically aimed at those type of people because they are the same age as the band and normally what the band is singing about they can relate to their life at the time. Also the alternative/Indie genre is quite energetic music, adults and elderly people wont be able to relate to the music or get the same energy from it as the teenagers and young adults will and children wont understand what it's about so they typically aim it at teenagers and young adults. Where and why does the text depart from the conventions of the genre:
It breaks the editing convention from when the band starts singing to the end where they stop singing and before and after minimal editing is used just to introduce the name of the video and then credits at the end.
What sort of audience do you think the video is aimed at and how typical was this of the genre/style of music:
What sort of person does it assume you are:
The music video assumes you are a teenager or young adult with lots of energy so that you can dance along with the music the band is playing; but they also assume that you can relate your life or part of your life to the music video in order to get a full understanding of what's happening and what they are singing about.
What assumptions seem to be made about your class, age, gender and ethnicity:
I don't think the music video makes any assumptions of what class, gender or ethnicity you are. I think it just makes an assumption on what age you are because of the typical type of people who watch the video; these people are teenagers and young adults so the video reflects on what you do, which is have fun with your friends outside listening to music or playing music.
What interests does it assume you have:
It assumes you have an interest in music and or playing music with your friends. It assumes you like to meet up with your friends and "chill" outside and have fun doing so.
What relevance does the text actually have for you:
I can associate the video with what I do in day to day life such as hang out with friends, listen to music, go outside, talk, dance around etc it just portrays a teenage life such as mine and shows us that all teenagers do the same things.
What knowledge does it take for granted:
Because everyone wants to fit in, the music video shows us that we all do the same things and it reassures us that we all fit in because no matter what class or gender or ethnicity you are we all go out and have fun with our friends and that we all do the same things like listen to music and have a good time.
To what extent do you resemble the 'ideal reader' that the video seeks to position you as:
I resemble the ideal reader because I can connect with what they are saying and doing in the music video, allowing me to be the ideal viewer for the music video and creating a sense of reassurance and a knowledge of all teenagers including me fit in to society allowing us to feel better about ourselves and be more confident when doing so.
Are there any noticeable shifts in the musics style:
No there isn't any noticeable shifts in the style of the music video, it's consistent throughout the video.
What response does the video seem to expect from you:
It wants to give you a happy, energetic, fun, meaningful, excited response so that you come away happy and pleased to make you want to buy the song and listen to it more.
How open to negotiation is your response:
You're invited to feel all those things but you're also corrected to do that because of the up beat tune and the image the video portrays so you can relate to the music and feel happy.
Is there any penalty for not responding in the expected way:
Yes, if you can't relate to the video then you may feel sad or angry because it doesn't reflect how you go out and meet up with your friends and have a good time and it could show you that you need to do that more and have more fun.
To what extent do you find yourself 'reading against the grain' of the text and the genre:
I dont really read against the grain in this video because it reflects the lifestyle I have and live in, so there isn't an extent that I find myself reading against the grain or genre.
How typical do you think this video is of a music video:
I don't think it's a typical music video because it uses less editing and concentrates on the image and music more than anything else, whereas most music videos like to tell a story; this music video tries to reflect a lifestyle.
