Magazine Advert for the release of the Digipak

Magazine Advert

Final CD Cover

Front Cover

Lyrics

Biography

Behind CD

Back Cover

EXCITING!!

Today in our media lesson, we checked Chris Cohen's (our artist) myspace blog and he hs written a comment and posted a link to our youtube roungh cut music video! This means he has watched it. I will youtube our final version and send him the link to that! :D :D :D :D

http://blogs.myspace.com/index.cfm?fuseaction=blog.view&friendId=489014703&blogId=527501584

Media and Collective Identity notes

How do I create my identity?
• Clothes
• Job
• Appearance
• Friendship groups
• Sexuality
• Childhood background
• Education
• Wealth/status
• Religion
• Ethnicity
• Mother tongue
• Technology
• Video games
• Age
• Family
• Friends
• Social class
• Community
• School, clubs, groups, hobbies
• Social networking sites

How does the media communicate collective identity?
How do media texts arouse audiences’ sense of national pride or disgust, antagonism or ambivalence?

What makes you feel British?
• The Royal Family
• Tea
• Fish and chips
• Doc Martens
• Parka
• Big Ben
• Doctor Who
• London Eye
• Houses of Parliament
• Buckingham Palace
• England Flag (St George) and Union Jack
• Farmers
• Terrace houses
• Cobbled streets
• Red letterboxes
• Red telephone boxes
• Double Decker buses
• Baked beans
• Corrie and ‘Enders
• Guy Fawkes
• Punch and Judy
• Chicken Tikka Masala
• Queuing
• Full English breakfast (fry up)
• Shakespeare
• Baden-Powell
• Marmite
• The BBC

FOCUS ON THE ROOTS OF SOCIAL REALISM IN FILM AND TV
You can reference:
• News
• Magazines
• Newspapers
• Radio
• Television
• Internet
• Film

Students should create case studies on certain feature films or television drama. They can reference any aspect of the media – sports events are especially explicit displays of identity.

Radio 4 Today programme 1.2.10
A discussion about Andy Murray losing the Australian Open against Federer. The discussion centered on collective identity, for example, if Murray had won he would have been called a great British player. Because he has lost, he is called a great Scottish player.

Question 3 - What have you learned from your audience feedback?

For my audience feedback I decided to use the social networking site 'Facebook' as it is the one I use the most, and I felt I could get a sample group from there that is close to my target audience. My target audience consists of teenagers and young adults from the age of 15 to about 25. The music video and print productions will appeal to both males and females, however, I think the music video will appeal more to males as the male character appears more and the storyline is more focused around the male. Furthermore, the song is by a male so that may contribute too. I also believe the productions will appeal to: esteem seekers who are acquisitive and materialistic and aspire to what they see as symbols of success, including things and experiences; innovators that are self-confident risk-takers, seeking new and different things and set their own targets to achieve; and strivers that attach importance to image and status as a means of enabling acceptance by their peer group and at the same time hold onto traditional values. Most of our audience, therefore, will be members of the lower B, C1, C2 and the higher D. But mostly C and D as they are only probably in part-time or small jobs, the smallest of which could be a paper round.

If I was to generalise, the audience would have small part-time jobs like paper rounds or shop assistants. This is generalised and may not be necessarily true. Most of my focus group have small part-time jobs, but a couple have highly paid jobs. The audience that we expect to view our music video and buy our CD can be of any race or culture but the video cast consists of only a white male and a white female so therefore those of other than white British culture may not have anyone to relate to in it and may not wish to watch it at all. If we were to evaluate the strengths and weaknesses of our production, this would definitely be one of the weaknesses.

I ended up with a sample group of 11 people that I chose myself. These were the people that were either involved in a band, or knew what my work entailed. They were close to the demographic groups C1, C2, C3 and D. The important facts were that I had uploaded the JPEGs of my CD Cover and posted a link to my ancillary texts video and my final cut music video on YouTube. New technologies definitely helped me gain a wider understanding of what my target audience liked or disliked about my productions, and what they wanted to get from them.

My group consisted of 6 males and 5 females. They were aged between 15 being the youngest and 22 being the oldest, so overall were the perfect group for my target audience. I uploaded the pictures of my digipak and magazine advert to Facebook so that any members of my group could comment on them and specify what the liked or didn't like. I sent out a Facebook email to the whole of my focus group, and asked a couple of extra people that I had missed from the email but that I thought would be important in my overall conclusion. I had previously gained information from comments that people had left on my rough cut music video on YouTube. These were helpful and they also contributed to my final research findings that led me to the final version of everything. A lot of the points that my discussion group came up with were all similar to each other, and I realised that audiences do actually relate to the characters in the music video in the same way and have the same ideas.

I expected a lot more feedback from my focus group but only 4 out of the 11 replied. However, these comments proved helpful and I have just had to make do with them. I learnt that Facebook and other social networking sites were valuable in the research for my promo package. I felt relieved that I had such positive feedback; things like 'can't fault any of it, I love the simplicity' and 'the hand on the front cover draws the audience's attention to the CD'. For me, the best thing was that my target audience was in control of what they wanted to see on the digipak. If they didn't like it, they said what I should change. For example, the biography I had to change because one of my focus group members said it was too long. Therefore I have shortened it down.

Therefore I have learnt that the audience has such an impact on whether a music video/song/abum does well. If they do not like the appearance, they will not buy the product. I am happy that the continuity of my pieces is controlled and is consistent throughout. My focus group have led me in the direction of a better piece and, hopefully, a more successful piece.

To what extent is the way women are represented, in the music industry and music videos, genre-specific? MUSIC INDUSTRY INVESTIGATION - SUMMER 2009

I have chosen to research this particular area because I feel quite strongly, as I am sure that many women do, that there is unfair female representation within the music industry as a whole, and therefore feel obliged to undertake some research into why this is the case. The idea of genre came about after I had chosen the idea of researching women in the music industry. I starting researching videos to see the ways in which representation was unfair and realised it was, the majority of the time, unfair representation in RnB and rap videos. I thought this was also interesting and therefore decided to add that to the research I will produce. It has been interesting finding the extent of representation and how far artists or bands are prepared to go to promote themselves and their songs. It is very demeaning to females when we perhaps like a song that a particular artist produces, and then watch the video to find male dominance and the video being shown in a male’s perspective, the Male Gaze. It is relevant to society now because, even though women were seen as inferior to men throughout history, some feminist groups, and also the general public, still seem to find faults within society for the way women are treated. Furthermore, women are heavily stereotyped, so I felt it was important to do justice for women who want to break out of stereotypical ways and finally feel equal to men. Within this essay and PowerPoint presentation, I will explore the extent of unfair female representation, discuss factors such as the Male Gaze and ‘sexing up’ the music industry, reference such sites like The F Word, and also add in my own opinions and the opinions of others.

My research consisted of internet/remote research on feminist websites, articles about the music industry and women and also YouTube. I have spoken to a number of my friends within the sixth form that are also taking media studies to get their views on the representation on women. I have also been analysing videos, by watching music channels such as MTV and TMF, and also searching YouTube to find some interesting videos from different genres and comparing them. I have also been researching the internet for articles from magazines or newspapers that aid my research. It is interesting that men expose their opinions of the representation of women in their writing too. During the course of the summer holidays, I began my research at videos. I believed that if I could start anywhere, this would be the best starting point. And then, as I got more involved with the research, I began to ask friends their opinions on the matter, and soon it became clear I was going to enjoy this research. Looking back, I believe I could have done a lot more research around my chosen topic, but am satisfied with the research I have collected. I got given some useful websites to research and soon found myself exploring lots of articles about people’s views on the topic too. The entirety of the topic is vast, so I had to do a lot of deep research to find relevant secondary sources that I could reference and use within project. The majority of my research is qualitative; however, I could have used more quantitative research as well. A lot of my research is also subjective because it is opinionated, or an account/article from someone’s point of view, however this could therefore be seen as partly objective because it is considering gender history and women’s suffrage, for example. I found out what I wished to achieve, and therefore am content with my findings. However, I could have made a plan to research more in one aspect and maybe less in another, as my video analysis is quite limited. On the contrary, I am pleased with the way I carried out my research, and the extent of which my research covers the basis of the topic I chose. This has therefore contributed greatly to my belief in gender equality and assures everyone and anyone that feels the same way, that they are not the only ones that have supported or do support women’s rights. This topic relates quite well with the history of gender struggles and male dominance adding to the research’s objectivity.

First, I would like to begin with the feminist website ‘The F Word’. There are 68 articles that relate to women and the music industry; I would like to reference two. The first one is entitled ‘Sex and the Music Video’. Fay Bound Alberti finds that whatever video she watches, she can’t seem to hide away from ‘soft-core pornography’. She says, “Close-ups of breasts, bottoms, thighs, ever-rising bikini-lines assault the senses as the camera pans in for a gynecologically-inquisitive shot of those disembodied parts humping and pumping like a ’70s porn video.” She references videos such as Eric Prydz – Call on Me and artists such as Britney Spears and Nelly Furtado. She says that she believes most women in the music industry conform to the basic male fantasies, such as sex and wearing little or no clothes, and therefore fulfilling their (majority male) audience’s wishes. The unfair representation of women influences young girls to be like these women, influences the way young boys see women’s roles, and also demeans women and makes them sexualised for a male audience. Another article, entitled ‘Feminism and music – the same old stereotypes’ By Louise Livesey, is another very good article, explaining the problems with the representation of women. She says that music videos and the music industry generally have entered a phase of “male sexual titillation”. She references the importance of women’s involvement in the music industry and says that they aren’t just there to be used to hyper-sexualise the music industry, they are there because it’s their dream to be acting in a video/be a singing artist or band. Again, like the previous article, she says that the videos and artists influence young girls to be like their favourite pop group/singer. The lyrics ‘Don’t you wish your girlfriend was hot like me…’ reflect the way in which a girl of any age can be affected and changed by the music industry. Is this right, to be influencing girl’s lives and making boys see women as stereotypically ‘sexy’?

Here is a quote from AOL Music. They say:
“It’s hard to blame the Pussycat Dolls for marketing their hyper-sexuality. It’s the music industry as a whole that put all their eggs in the old ‘sex sells’ basket. In the last 15 years, rap videos have gone from the ‘hood to the strip club, while Britney Spears’ crotch is considered more newsworthy than her new record.”

AOL Music has suggested here that they are aware of the pressures put on women to perform in the music industry. They also reference the ‘rap’ genre, contemplating the fact that women are represented against their will in these videos. This supports the theory of the ‘Male Gaze’. This is where a music video or film production, a photograph or something produced, is by a man. Therefore, we perceive the video from the point of view of a male. There was an article, which I found on a feminist blog by ‘La Somnambule’ entitled ‘Where does the male gaze end?’. On the 21st May 2006, there was an article in the Observer about a photoshoot with Corinne Bailey Rae, a folk/soul singer. It supported the ideology of the male gaze and therefore is a big aid to my research. La Somnambule says; “Bailey Rae sits on the grass, legs crossed, dress rolled up, and arms hanging in her lap. The way her body is positioned creates a ‘V’ shape so that the eye of the observer is drawn towards her barely covered crotch. Again she is submissive and powerless, because of the angle the photograph is taken from.” This describes the main photo advertising the article. It says that the photo is childlike and coy, and therefore represents the male photographer’s views on women, and the way they act.

“I think it is both an interesting and a sad thing that some women don’t understand that there’s a link between them being portrayed like that and how men view women in general. I never saw the Madonna image as powerful – it just seemed like a woman running her hands over her breasts for the benefit of the male gaze”.
Corinne Bailey Rae.

http://www.youtube.com/watch?v=L_fCqg92qks

This is a video, and RnB/dance genre, by Eric Prydz. In the video there are a number of women in leotards dancing and doing ‘aerobics’. These are presented as more of a ‘sex move’ than an aerobic. This is equivalent to any type of ‘soft pronography’ and clearly targeted at a male audience. The women are hyper-sexualised, meaning to impose a sexual interpretation or perception on something or somebody. The embedding has been disabled by the user’s request; therefore I cannot put it onto my blog. Other artists that represent women as ‘sex objects’ and desires for men are; Snoop Dogg, Dr Dre, a lot of dance music and so one of my friends (Natasha Burton) told me; “Just go to the charts and every artist surely has some unfair representation of women!”

The implications for the music industry are now more important than ever before, especially with the growing idea of feminism spread throughout the internet. Surely now, the music industry is going to be influenced, and is clearly going to develop in the same way it is now. Unless anybody campaigns for change, which in my argument and other people’s feminist views is quite possible, the music industry will carry on demeaning women. If this continues to be the case, women are going to think less and less about the music industry and therefore the popularity of the music industry will decline. Women’s views of genres such as RnB, Dance and Rap will also fall and become based upon its unfair representation. To overcome this, the music industry needs to employ more female directors, photographers and choreographers to produce advertisements and promotions for an artist or song such as photoshoots, CD covers and music videos. This topic will soon take over the music industry and bring it into decline. ‘Fun feminism’ began with the Spice Girls and other artists, but since then, it has spiralled out of control and become almost a target to women. If something isn’t done to prevent this, then women are going to be taken aback by the representational issues, and young boys and girl’s views on women and the role of women are going to be totally biased.

For my media production, Emily, Ian and I have only 2 characters. The song is called ‘If You Only Knew’ by Chris Cohen (unsignedbandweb.com) as we had to change last minute due to an unreliable artist. In the video, there is a couple that have an argument. Taking account of my research, I suggested that the female become the strongest in the argument as she is the weakest towards the end. Throughout the video, the male and female characters are on par with each other as far as one isn’t stronger than the other. Then at the end, the female realises how much she misses the male character and goes back to him. After the research I have carried out, the ending represents the male gaze slightly as the women is seen as weak for going back to the male, rather than the male going back to the female. However, it is balanced with the female’s strength at the beginning of the narrative.

This research project has really highlighted, for me, the importance of representation, and how it can affect everyday life. Young people’s views are highly influenced by any media sources from magazines, films and children’s programmes, to musical performances, channels and videos. A lot of what young people base their views on is what they see in these media productions. Is it fair to stereotype women in a way that boys see them as the ‘housewife’ and the ‘sex object’? Is it right that young girls should aspire to be like their famous role models and become ‘size zero’ ‘super sexy’ and wear little or no clothes and tonnes of make up? No woman wants to be stereotyped and categorised, and we are therefore taking steps backwards towards society in history. Men are not superior to women, it is just a view that men had in historical periods. Surely we are supposed to be moving forwards, not backwards? Or is that just me?

Bibliography

• Google (www.google.com)

• YouTube (www.youtube.com)

• The F Word feminist website (www.thefword.org.uk)

• Suite 101 (http://musicindustry.suite101.com/article.cfm/women_in_music)

• La Somnambule’s blog (http://lasomnambule.blogspot.com/2006/05/where-does-male-gaze-end.html)

• AOL Music (www.aol.com)

• A feminist 101 Blog: ‘What is the Male Gaze?’ (http://finallyfeminism101.wordpress.com/2007/08/26/faq-what-is-the-%E2%80%9Cmale-gaze%E2%80%9D/)

CD cover ideas...

Front:
Fingers together in the shape of a photo, as if you are pretending your hand is a camera. This reinforces the photo imagery that features throughout the video. The words will be in the 'photo' and therefore, the photo is the main feature of the album.
Another idea is to have Chris Cohen's (Ian's) hand held out, so it's just the hand on the side on the front cover. The words will be in his palm showing his control over how his album is.
One final idea, is his hand in a high-five shape, and the words again on his palm, as if he is about to grab them. I think this is a good idea, because it's like him grabbing the guitar or the photo in the video.

Back:
The back cover of the CD is a screen shot from the music video of Ian playing the guitar. I decided to include this because the whole album is made up of acoustic/guitar songs. Also, Chris Cohen's guitar is the main feature in both the song AND the music video. This also links the music video to the CD. The tracks are listed in 'sized' order. This way the words look symmetrical or equal.