. Specific media studies and semiotic terminology,
. Media theory,
. Narrative analysis (where appropriate),
. Analysis of the media language used in terms of technical aspects of Camera shots, Angle, Movement and Composition, Editing, Sound, Music, Mise-en-Scène, Special Effects, and On-Screen Graphics.
Analysis of mode of address, who is the target audience and how are they addressed by the text?
An analysis of the representations included in the text
An analysis of generic codes and conventions.







music video analysis : Black Eyed Peas - I got a feeling









Various shot types are presented all throughout the music video these are there to make us feel in certain ways and to encode the meaning the editor has created. One of the types that is used is the insert shot, the insert shot signifies many aspects throughout the narrative. To begin in the first few minute or so we see the insert shot showing make up, combs and several other grooming products following this we see an insert shot of a mobile phone which is valuable and top of the range this has the connotations that the audience should be keeping up with new technology and fashion, they also use this towards the end showing some sort of wine being dropped this is stereotyping parties into saying that you need alchol to have a good time the fact it was dropped also could also be deceived that the people attending or drunk and not in control of their actions. Stereotyping also is shown through low angle shots of females in short skirts having the camera slowly panning upwards, this has been done to emphasis the females physical attributes and to attract male audiences to veiw the video.One master shot shows a living room full of attenders dancing with Will.I.Am central of the frame this allows the audience to step back for a brief moment and to pick out the band members from the others it also gives the veiwers a chance to reflect the overall mood and fashion instead of the frequent close ups of individuals. Lastly the most common shot is the two shot this happens as the song progresses and clevery shows how relationships change from groups to just pairs this again shows how alcohol can influence confidence.



Editing techniques are evident and most appropiate with a music video, one of the apects is the speed of the shots, at the start the rythme is failry slow therefore the editor has used less longer takes. However as the chorus comes into play the shots intensly speed up, this gives achorage to the beat which is now fast trying to make the audience feel they are in the video. Slow motion is used in places the creator clevely matching the lyrics to the video for example a group raising their drinks in a circle, this showing essential and relavant parts of the music video and denoting thats what people do at parties.

Mise-en-scene is used to denote the target audience and the type of music we are watching, in this case the music videos genre is faily mainstream as it falls into the catagory of R n B/hip hop therefore all the actors clothes juxtapose the two and add versilimiltude. Other micro elements such as props also help the overall versimilitude and realism of the video for example the use of neon paint which has strong conotations of partying and hard raving. The clothing of black eyed peas member fergie comes across as very promiscious and reveals most of her body this could have an effect on the female fans of the group giving them the impression they should dress like this to parties as its their ideal self and role model. However the outfit deffinatley will attract the males audiences too giving them a chance to see the singer come across as sexually provocative and visullay pleasing.

The diegetic world of this music video does the song justice and begins just in the first two seconds with an extremely urban setting of a city at night allowing us the audience to encode this and familiarize ourselfes to what the music may be about. The house also is stereotypical for an american house party and genre of song however towards the end lacks verisimilitude as the set suddenly changes into having bright coloured beams and in darkness, the conotations of a nite club.