Lesson 1 - Stereotypes in Music Videos

Learning Objectives:

• To Know: About stereotypes in music videos.
•  To Understand: How music videos challenge or reinforce stereotypes to help sell the artist.
• To Be Able To: use new knowledge in a class activity.
• C.O.: To use media terminology effectively in both written and verbal communication.
• Wider Reading: Types of music videos - click here.

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Key info to get you started...

Music Videos are one of the most effective products for artists to use to sell their music and create a brand for themselves.  A music video can "make" or "break" a song and potentially an artist, so it is very important that they give out the relevant messages and represent themselves appropriately.  This way fans continue to buy their "image".

In order to study music videos effectively we have to "separate" the actual music from the actual video. 

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Get prepared...

1. Open a word document and write today's date at the top.
2. Write the title: Getting to know Music Videos.
3. Write the K, U, BAT and CO Learning Objectives on your document.

Now, write these questions down and answer them...

1. What are music videos?
2. Why are music videos important to the artist?
3. How do you think music videos make money for artists?

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Task 1: Learning the terminology - Click here for definitions

Terminology being explored in this lesson:

• Stereotype
• Narrative
• Mise-en-scene
• Representation

Get familiar with these terms... you don't need to write the definitions down but you need to be able to use them throughout the lesson as part of your Communication Objective.

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Shareable link to all videos below:

https://harrisfederation-my.sharepoint.com/personal/l_amador_hfed_net/_layouts/15/guestaccess.aspx?folderid=196924d62d38742c39368bbd8a9ce2fab&authkey=AXK6n2rvJICRpZp8trwWqz8

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Task 2: IDENTIFYING STEREOTYPES

Watch and write a short analysis of the music video below... follow the points!
Artist: Eminem
Song: The Real Slim Shady
Release year: 2000

Views: Almost 222 million views on youtube

• What is this video about? What is the narrative about?
• How does the music video represent the artist? Is this a positive or negative representation?
• Why do you think the artist agreed to this representation? How does this representation help sell the artist?
• Identify 2 stereotypes this video is constructing. Think of ethnicity, gender, age, social class.
• How does the MES create representation? What representation is it creating?
• Does the music link to the content/narrative of the video? In what way?
• What do you think makes this video so popular?

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Task 3: LINKING STEREOTYPES TO CULTURE.

Watch and write a short analysis of the music video below... follow the points!
Artist: Mark Ronson and Bruno Mars
Song: Uptown Funk
Year of release: 2014
Views: Over 2 billion views.

• What is this video about? What is the narrative about?
• What message(s) is this music video trying to communicate? 
• How does the video link culture and race/ethnicity?
• How does the music video represent the artist? Is this a positive or negative representation?
• Why do you think the artist agreed to this representation? How does this representation help sell the artist?
• How does the MES help create representation?
• Does the music link to the content/narrative of the video? In what way?
• What do you think makes this video so popular?

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Task 4: In pairs, discuss...

Watch and select 2 music videos from below.

Find examples of ethnic minorities in the TWO music videos you chose for each of these categories:

• Exotic (meant to be rare, different, perhaps elements of another culture)
• Dangerous (meant to be scary)
• Pitied (we feel sorry for...)
• Humorous (it makes us laugh)

How are ethnic groups represented in the TWO videos you chose?

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Task 5: Consolidating the lesson - exam question

'Music videos reinforce stereotypes of ethnicity.' How far is this true of TWO music videos you have studied? (20 marks)

In your response, you must:

•   explore representations of ethnicity in TWO music videos you have studied - you need to make reference to some of the categories as above (10)
•   consider whether you agree or disagree with the statement (10)

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Write your answer as an entry in the comment box below or in your media book/word document.