House of Cards - How Audiences Consume and Interpret Long Form Television Dramas

https://www.theguardian.com/commentisfree/2013/feb/15/ways-watching-technology-television

On demand and binge watching

> On demand - Watching with no advertisements or commercials.

> Netflix and other streaming sights encourage binge watching TV shows through the introduction of new TV shows and releasing all episodes at once, rather than one episode at a time.

> On demand - You are able to find something you actually want to watch, rather than watching what is on the TV channels.

> Binge watching certain TV shows allows Netflix to know what you like, so can show you similar shows that you may be interesting.

> On demand - You can watch TV shows long after they have premiered and can access shows whenever you want to.

> On demand - Netflix originals gives Netflix subscribers exclusive TV shows that people without a Netflix subscription do not have access to.

> Binge watching beneficial for immersive content - keeps audience interested.

> Binge watching can offer escapism for viewers.

> Long form binge-worthy dramas keep audience from cancelling subscription to the streaming sights.

> Multiplatform devices, you can watch on demand from your phone, tablet and laptop whenever you want to. 

House of Cards - The Influence of Technological Change

Differences between UK and US long form drama
- US long form dramas have a higher budget
- UK long form drama have a shorter duration and are on at a fixed time.
- UK long form drama are less formal e.g. Eastenders

Long form TV is an American concept which effectively is a hybrid of a serialised drama with the high production standards of film.

Drama
> A show that runs in a series over years.
> Starts with an intense beginning to grip their audience 
> They contain cliffhangers to maintain interest
> TV drama is very much dialogue led.
> Production values are lower than film (fuded by advertising revenue or PSB)

Long form TV Drama
> Drama that runs in a series
> they start with an intense beginning to grip their audience 
> They contain cliffhangers to maintain interest
> they conclude the episode until the end where they conclude the episode. 
> very much dialogue led.
> Production values are higher than TV drama (funded by subscribers)
> High budgets permit high end actors and high end production

Production

> Traditionally film was available in reel format.   

> Film Companies such as Pinewood? Disney would commission distributers to get their movies into Theatres 

> The logistics of getting film distributed worldwide was expensive however for many years film based media was to be high quality. 

> Over time the quality of digital film has improved, resulting in a revolution in how films/video content are produced and distributed. 

> Film is less relevant to the film and TV industry as it has been superseded by Digital content

> House of Cards was shot entireley in digital using “Red Epic” cameras.

> Production, editing and distribution are lower for digital enabling high  end outcomes at a lower price.

http://silverscreenmodes.com/the-end-of-film/

Identify 3 reasons why digital production is cheaper and a more convenient medium:

> A film print costs about $2000, a digital disk less than $100. 

> Cheaper shipping costs.

> You no longer have to stop “filming” to reload film magazines, you just keep on shooting.

Terrestial TV

> Schedule content was fixed (reliant on analogue (radio wave technology as pre the internet)

> Viewing experience was communal (families watched the same/similar content) as content was transmitted via Radio waves.

> Dramas developed to encourage regular viewing

> Program content with high audience numbers secured revenue via advertising.

> Advertising revenue or PSB income (TV license) pays for drama for e.g. a typical Eastenders episode costs £141,000

Digital (streaming)

> In just a decade, Netflix has grown from a video service with seven million U.S. subscribers to one that reaches 93 million people worldwide.

> When Netflix first launched in the late 1990s, it distributed DVDs – mainly films – by mail. The convenience of the service disrupted the existing film rental industry and eventually led to its demise.

> During the early 2000s, advances in compression technology – coupled with more homes gaining access to high-speed internet services – allowed large video files to be easily streamed over the internet.

> Video streaming services such as Netflix (what I call “portals”) deliver programming “on demand” via the internet, viewers can choose what and when to watch instead of watching “what’s on.” 

> Subscription TV therefore offers significant benefits to terrestial TV.

> Netflix (originally a US company) provides services to 43% of the US market, it has developed its global market with a presence in 190 countries. 

> Its popularity is achieved by providing high production content in several TV serial genres.  This includes complicated serial dramas (“House of Cards”), action series (“Daredevil”), horror series (“Hemlock Grove”). 

What is the comparative production costs of a typical UK Soap e.g. Eastenders compared to an episode of House of Cards?

How is this reflected in the production values of the respective dramas?

The production cost of a typical UK soap such as Eastenders is around £141,000 per episode and the production cost for an episode of House of Cards is around $4.5million. This is reflected by the setting, as Eastenders is in a small studio and House of Cards is filmed in a number of locations, particularly Washington D.C.

House of Cards - Textual and Codal Analysis

The semantic code that is associated with this character from Grand Theft Auto is that he appears be sinister in some way. This connotation could come from the fact that he has a shadow on half of his face. He is also wearing gloves that could connote possible violence or crime. Additionally to this, he is also wearing clothing that could also be associated with strong and tough men, possibly also criminals as it is an informal costume. The dark clothing could also symbolise that he is a sinister character.

The semantic code that is associated with this character from Grand Theft Auto is that she appears to be sexualised. This is connoted through her clothing (the crop top and the strap hanging off of her shoulder) and the lollipop she is holding to her mouth. This character also uses body language such as the positioning of the arm and the movement of her eyes also shows that she could be promiscuous. The use of red in her costume represents danger but also passion, lust and sexual desire.



Construct a detailed codal/textual analysis of the text. Outline aspects of the drama, which conform to or subvert the media conventions of of a drama, political drama, thriller, political thriller.
Discuss whether you believe that the text is a drama/thriller or hybrid & explain your analysis.
As part of this analysis you will need to describe how various groups/individuals are represented  e.g. Politicians and the Press by identifying examples of sound, camera work, editing and mise-en-scene. Additionally you will take into account the three codes through which a media text can be decoded these are the technical code, Verbal code and the symbolic codes.

Within the analysis you will:
Discuss the values, attitudes and beliefs conveyed by representations.
You will need to discuss from your viewing of the drama 
How politicians and the press are portrayed (represented)? In what way does this representation link with the contemporary American Politics (2013 – present era)
and the social and cultural context of recent times (2013 – present era)?
Review the presentation links and prompts to help you in this analysis. 


House of Cards is an American political thriller drama TV series. It mainly follows the story of Frank Underwood, a Democratic congressman and house majority whip. As well as this, it follows many other different narratives of the individuals surrounding Frank within the government. House of Cards is a hybrid of a political drama and political thriller, which mostly conforms to the conventions that are typically associated with these genres. For example, House of Cards often conforms to the typical conventions of including tension and suspension in their episodes. This is evident through the use of fast paced editing and tense music, both of which creates further anxiety for the audience watching this long form TV drama. It also conforms to the media conventions such as cliffhangers, which are usually present at the end of every episode, urging the audience to watch the next episode to find out what happens. A dramatic storyline, character development and corruption are all present within the first episode of House of Cards, and these conventions are carried through the entirety of the series. Having a dramatic storyline and character development is a typical convention used with long form TV dramas as it entices the audience and keeps them invested in the TV show. As well as having conventions that the TV drama conforms to, there are also some conventions that the TV drama subverts to. It does not contain too much exaggerated sound or music, and mainly contains dialogue. As well as this, there is no disorientation of time and space, and House of Cards is mainly a drama constructed chronologically. Due to the fact that this is a long form TV drama, there are not many happy endings as the story continues through the series. Frank's character could also closely mirror the American politics currently (2016 to present) with the corruption and secrecy of the government

There are many different representations throughout House of Cards, some of the main representations depict Frank Underwood and his wife, Claire. For example, there is a wide use of low key lighting within this particular episode of House of Cards when they are present in scenes. For example, there is a scene when they have both woken up in the middle of the night and are talking about a plan they have made and the entirety of this scene is in a dark setting and uses low key lighting. This creates an element of mystery but also presents these two characters, both of which have a significant role in both politics and charity, as mysterious and devious. Frank Underwood is often presented as corrupt throughout the series House of Cards, but it starts to come to light from the first episode. The diegetic sound of the conversation that Frank and Zoe Barnes, a journalist, have about the leaking of the education bill shows that he has control and power over various people that he works with. He is the house majority whip, which means he ensures everyone is making their decision based on what would be best for the party at that time. He refers to it as 'keeping the sludge moving'. This also shows that he is powerful and possibly manipulative at times. He could also be presented as ruthless, as he blackmails Peter Russo when it is revealed that he was arrested for drunk driving and it was Frank who bailed him out. He could have also seemed ruthless for killing the dog at the beginning of the episode and claiming it was the 'necessary thing'. His wife, Claire, seems to be the only person that has an element of control over Frank and his plans within his job. This is evident through the scene at night in the dark setting, where she is encouraging him to devise a plan to gain power in Washington. 

Another representation throughout House of Cards is the representation of Washington Herald reporter Zoe Barnes. Zoe Barnes is one of the main characters within the first season of the long form TV drama and is involved in one of the main narratives throughout the entirety of the season. The way that she is represented is apparent through the media language of mise en scene, cinematography and sound. The way that Zoe dresses gives the audience an insight as to what type of character she is but also how she and other reporters are represented in media. She wears casual clothes which includes a hoodie, jeans and a cross body bag. She is not dressed in a formal way, which could connote that she is a young reporter but also that she is an inexperienced reporter, or that she is perceived to be an inexperienced reporter by her colleagues. The lack of formal clothing could also show that she is of a lower status than the rest of the colleagues working at the Washington Herald. When Zoe makes a visit to Frank Underwood's house, she is wearing a V-neck shirt, which could have sexual connotations but also suggests that she has a certain element of control over Frank's feelings and men overall. 

House of Cards

Glossary

Drama
What is TV drama? TV drama is a broad genre. At its simplest, it is fictionalised action in narrative form.

Long form TV drama
Long Form Drama is a term coined to describe the recent shift of interest towards television series of high quality that many consider to have replaced the cinema as a locus of serious adult entertainment. Unfolding over multiple episodes, hours, and even years, these TV shows are seen to provide a content, often dark and difficult, and an innovative style that strain against the conventions of cinema as well as network television. 

Media convention
A code is a system of signs which can be decoded to create meaning.In media texts, we look at a range of different signs that can be loosely grouped into the following:technical codes - all to do with the way a text is technically constructed - camera angles, framing, typography etc. verbal codes ...

A code is a system of signs which can be decoded to create meaning.

In media texts, we look at a range of different signs that can be loosely grouped into the following:

technical codes – all to do with the way a text is technically constructed – camera angles, framing, typography etc

verbal codes – everything to do with language -either written or spoken

symbolic codes – codes that can be decoded on a mainly connotational level

Genre

A genre is basically the category of any type of art or literature, for example categories of movie would be comedy, horror, thriller etc.

Genre Hybridity

Some media texts are hybrid genres, which means they share the conventions of more than one genre. For example Dr. Who is a sci-fi action-adventure drama and Strictly Come Dancing is a talent, reality and entertainment show.

Synopsis 

A brief summary of the major points of a written work.

Subvert
To undermine the power and authority of (an established system or institution).

Barthes Narrative Code

Open or closed? 

texts may be

' open ' (i.e. unravelled in a lot of different ways) or

' closed ' (there is only one obvious thread to pull on). 

Barthes also decided that the threads that you pull on to try and unravel meaning are called narrative codes and that they could be categorised in the following five ways:

The Hermeneutic Code / ENIGMA CODE

The Hermeneutic Code refers to any element of the story that is not fully explained and hence becomes a mystery to the reader.

The purpose of the author in this is typically to keep the audience guessing, arresting the enigma, until the final scenes when all is revealed and all loose ends are tied off and closure is achieved.

The Proairetic Code (ACTION CODE)

The Proairetic Code also builds tension, referring to any other action or event that indicates something else is going to happen, and which hence gets the reader guessing as to what will happen next. 

Action code - applies to any action that implies a further narrative action. For example, a gunslinger draws his gun on an adversary and we wonder what the resolution of this action will be. 

The Hermeneutic and Proairetic Codes work as a pair to develop the story's tensions and keep the reader interested. Barthes described them as:

 "...dependent on ... two sequential codes: the revelation of truth and the coordination of the actions represented….."

Semantic Code

Example: The connotations of a red rose could be love, romance, passion, proposals, 

House of Cards (S1 E1)

What genre is the media text?

Political Drama

What sub is the media text?

List the main characters

Garrett Walker - President elect 

Linda Vasquez - Chief of staff, woman, latino, tuff as a 2 dollar cheque.

Frank/Francis Underwood - House majority whip – keep the sludge moving.

Claire Underwood - Frank's wife, mysterious, CEO of charity, ruthless.

Zoe Barnes - Washington Herald reporter.

Michael Kern – Recently elected secretary of state

Peter Rousseau - arrested for drink driving, solicitation, use of controlled substances.

Christina Gallagher - assistant to…

Jim Matthews

Donald Blythe - Educational secretary

Lucas Goodwin - Washington Herald

https://www.slideshare.net/naamah/thriller-conventions-65929544

What are the genre conventions of a thriller / political thriller?

> Uses suspension, tension and excitement as the main elements.

> Has many subgenres: mystery, crime, psychological, political and paranoid.

> Atmosphere of menace, violence, crime and murder.

> Literary devices like plot twist, red herrings and cliffhangers.

> Narrative techniques include: plot twists, multiple lines of action, flashbacks, red herrings, misdirection, deadlines, principle of concealment, chases/pursuits and making the audience work.

> Thriller characters include criminals, stalkers, assassins, psychotic individuals, escaped convicts, menaced women, innocent victims, cops, people involved in twisted relationships.

> Other techniques include POV, dramatic angles, tense music, off screen sound, low key lighting, strong directional lighting, over exposed / colour manipulation, fast paced editing, jump cuts, parallel editing, obtrusive editing, silence, exaggerated sound, disorientation of time/space.

> Political thriller conventions include corruption.

How does House of Cards conform/subvert these conventions?

House of Cards conforms to these conventions in the way in which it is produced and the literary techniques

https://www.slideshare.net/marija2703/genre-conventions-59310145

What are the genre conventions of a drama?

> Exhibits real life situations, realistic characters, settings and stories.

> Character development and journeys

> Intense social interaction

> move audience emotionally with a dramatic storyline

> Heart of drama is conflict

> Conflicts incude inner/outer realistic struggles depicting hardship, difficulty and pain

> Audience can relate to characters

> Structured with climaxes and anti climaxes

>  A form of realisation at end / happy ending

What are the genre conventions of a political drama? 

(http://www.filmsite.org/dramafilms.html)

> Realistic ideas about politics

> Conflict between different characters

> Corruption

How does House of Cards conform/subvert these conventions?

House of Cards conforms to these conventions as it contains real life situations involving politics and incorporating real life scenarios and characters that relate to real life people. There is audience interaction in House of Cards when Frank turns to the camera and talks directly to the audience. Additionally, it contains drama and controversy similar to that of real life American Politics. It does exhibit real life situations, it has realistic characters, settings and stories. It is set in Washington DC, which is most famous for being where the White House is situated, where the president lives and where main politics goes ahead.

House of Card Synopsis (500 words)

House of Cards is an American political thriller drama TV series. It mainly follows the story of Frank Underwood, a Democratic congressman and house majority whip. In 'Chapter 1', the first episode of the first series, it is revealed that Frank ensured that Garrett Walker would become the President elect. In turn, it was promised that Walker would nominate Underwood as Secretary of State. It is then later revealed that Walker went against his promise and nominated Senator Michael Kern. From the start, Frank Underwood and his wife Claire, an environmental activist and CEO of a charity, make a plan together to ensure that Kern does acquire his position of Secretary of State. Frank tells Claire that they will have a lot of sleepless nights whilst the plan is in action and Claire says that it doesn’t matter to her and the pair agree on the plan. This is one of the main narratives throughout the first episode of the first season, but also throughout the entirety of the first season itself. Claire's non-profit organisation is called the Clean Water Initiative. This is the narrative that follows into many other episodes of the season and tells the story of how Frank Underwood intends to boost his career in office.

Another narrative within the first episode of House of Cards is the story of a young journalist named Zoe Barnes, who works for the Washington Herald. She is determined to be a more well known journalist and for her stories to become a main part of the newspaper. Because of this, she approaches Frank Underwood with information about a scandal, regarding an education bill that could help both of their careers to excel. This narrative shows how these characters would do anything it takes to boost their careers and make themselves a success, at the expense of others. Zoe and Frank cross their paths whilst he is avoiding people he knows at the symphony. This prompts them to meet again. Doug finds a shredded draft from Donald Blythe and Frank hands it to Zoe. After this, she begins writing an article for the Washington Herald without the knowledge of her editor. Eventually, her editor approves her article and it is published on the front page of the Washington Herald.

A third narrative within the first episode of House of Cards is the story of Peter Russo, a member of the U.S. House of Representatives from Pennsylvania's 1st congressional district, who is arrested for driving under the influence of alcohol, solicitation and the use of controlled substances. Additionally to being arrested for a number of crimes, he is also having an affair with his assistant, Christina Gallagher. The two often use his work phone line to talk dirty to each other and in this episode, are seen in bed together. In this particular scene, Peter and Christina are talking and Christina decides to ask him about what their relationship will become. It is six months in and she says that she wants to take it more seriously. Peter agrees with her and says that he loves her.

Music Video

Music Video Theory

Areas to study include:
> how the different modes and language associated with different media forms communicate multiple meanings 
> how the combination of elements of media language influence meaning 
> how developing technologies affect media language 
> the codes and conventions of media forms and 
products, including the processes through which media 
language develops as genre 
> the dynamic and historically relative nature of genre 
> the processes through which meanings are established 
through intertextuality 
> how audiences respond to and interpret the above 
aspects of media language. 

Similar to film you will analyse music videos through the four micro elements:

> Mise-en scene

> Camera work Cinematography

> Editing

> Sound

Stereotype production is based on:

> Simplification 

> Exaggeration or distortion 

> Generalisation 

> Presentation of cultural attributes as being 'natural'. 

WHAT GENERAL STEREOTYPES ARE ASSOCIATED WITH WOMEN?  LIST 3 THINGS.

> Domestication (women seen as housewives and cooks for the male gender)

> Dress in a feminine way (dresses, skirts, high heels) for the benefit of the male - sexualisation.

> Does not have the same strength as men.

WHAT STEREOTYPES ARE ASSOCIATED WITH WOMEN IN THE MUSIC INDUSTRY? LIST 3 THINGS.

> Sexualisation, provocative costume in videos and when performing live (Possibly to attract the opposite sex)

> To look perfect (weight, dress size, beauty, cosmetic surgery)

> Sing about love and other emotional issues within a relationship.

In Advertising and Magazines, women are shown as:

> Young 

> Slim 

> Overwhelmingly white 

> Conforming to our image of ideal beauty (perfect skin, hair and alluring gaze).

Representations of women across all media tend to highlight the following:

> beauty (within narrow conventions) 

> size/physique (again, within narrow conventions) 

> sexuality (as expressed by the above) 

> emotional (as opposed to intellectual) dealings 

> relationships (as opposed to independence/ freedom) 

Women have often suffered from a Narrow set of representations in the media. They are often linked to the domestic situation.

> Women as housewives or mothers. 

> OR as sex objects (sexualised and objectified) represented to entertain and titillate the male 

Lady Gaga

Stefani Joanne Angelina Germanotta is an American singer, songwriter, and actress. She is known for her unconventionality and provocative work as well as experimenting with new images. A lot of her music and videos portray a counter-stereotypical view of women and how they are usually depicted in the media. In a lot of her videos, she is provocative and deviant in the way that she acts and the way that she dresses to portray this counter-stereotype and to show the sexualisation of women.

Born this Way video

- Female roles are challenged in the 'Born this Way' music video, gender stereotypes are also challenged. (female roles = virgin, mother, whore).
- Could be about body image, and accepting yourself.
- Surreal, abstract music video - not conventional.
- intertextual references (Hitchcock style music)

Telephone video

- Product placement
- Deviant behaviour
- Intertextual references to Kill Bill (car used)
- Counter-stereotype of women and their usual behaviour.
- Strong women, alternate view of women.

Million Reasons - Lady Gaga

An accompanying music video for "Million Reasons" was directed by Ruth Hogben and Andrea Gelardin, who had also helmed the video for the previous single, "Perfect Illusion". Gaga announced that the music video for "Million Reasons" would be a continuation of that for "Perfect Illusion".

This particular still from the music video shows the stereotypical view that women are usually damsels in distress and emotional. Her hands are on her head and she is lying on the floor, which connotes vulnerability and distress. It also shows the fragility of some women, which is another stereotype of women.

This particular still from the music video shows the stereotypical view that all women need makeup to look beautiful and that all women need to conform to the stereotype where all women need to wear makeup. This could also hint at the sexualisation of women in the music industry and in the media. The costume that she is wearing is not too revealing, but show femininity, another stereotype within the media when representing women.

This particular still from the music video could show a counter-stereotype of how women are portrayed in the media. The fact that she is wearing a suit connotes masculinity which in turn connotes strength. She has made it feminine by adding the suit in pink. Suits are not something that women wear traditionally, showing the counter-stereotypes of women in the music industry. She is also playing the guitar, which could show that she is strong and independent.

Discuss how Lady Gaga uses the iconic representation of the cowboy as a counter-stereotype representation of femininity?

Lady Gaga uses the iconic representation of the cowboy as a counter-stereotype representation of femininity due to the fact that traditionally, the premise of a cowboy is a powerful and strong individual, who is able to be independent. Lady Gaga dressed in a way similar to a cowboy suggest that she is also a powerful and strong individual who has her own independence. This shows a counter-stereotype in which females are equivalent in strength, power and independence to that of males. A cowboy is also a symbol of America, which when thought about, is predominantly male. She is challenging this stereotype by dressing similarly to a cowboy to suggest that females are also able to become a symbol of a strong America.

In what way is the representation of an all female crew a counter-stereotype representation of the media industry.

Having an all female crew is a counter-stereotype representation of the media industry as traditionally, people would usually have a predominantly male crew in order to maximise the safety of the individual in the music industry. However, Lady Gaga is breaking that stereotype and demonstrating a counter-stereotype by portraying a group of women protecting her and keeping her safe, which is not the norm within the music and media industry.

In what way is the video depicting the musician as a musician on the road, representing the drudgery behind the glamour of performance?

The video is depicting life as a musician on the road as less glamorous and hard work, as many people in the music industry have to travel a significant amount of times around the world. The fact that Lady Gaga has a solemn look on her face in the SUV shows that she may find it difficult sometimes to have to travel a lot, and that it is not a glamorous life all of the time, which is a misrepresentation of work in the media industry.

This particular shot shows an aspect of damsel in distress and emotional. Her hands are on her head and she is lying on the floor, which connotes vulnerability and distress. It also shows the fragility of some women, which is another stereotype of women. The fact that this shot is a high angle shot could suggest the power than the fame and the media industry have over her and how this affects her emotions and feelings. Propp's theory is that within a story, there are certain characters such as the hero (male), villain and princess (female). In this particular music video, Gaga is presented as the princess in this story in some way as she shows herself lying on the ground with the camera angle from a high angle shot, emphasising her vulnerability and distress.

Identify key aspects of the text which represent Gaga within the narrow conventions of music videos “a young and conventionally attractive, star”

Links to religion and getting through difficult circumstances, using the rosary as a way of getting through.

Billie Jean - Michael Jackson

Billie Jean is an example of a historically significant music video. The video was one of the very first videos on MTV to feature a black artist and be aired on regular rotation by the channel. The video’s immense popularity helped bring MTV into the mainstream and breakthrough racial barriers on TV networks and helped propel the album ‘Thriller’ to the bestselling album of all time. 

THE SHORT FILM

Director: Steve Barron

Primary Production Location: Los Angeles, California

Michael Jackson's short film for "Billie Jean" was the first of three short films produced for recordings from Thriller, which continues its reign as the biggest selling album of all time with worldwide sales in excess of 105 million as of June 1, 2016 and in December, 2015 became the first ever album to be awarded triple diamond status by the RIAA for US sales alone. The "Billie Jean" single reached No. 1 in 10 countries in the spring of 1983, including seven consecutive weeks atop the Billboard Hot 100 - becoming the second-highest selling single in America that same year.

The short film featured a paparazzo attempting to photograph Jackson as he danced through an urban landscape. A specially created set featured steps and sidewalk tiles that lit up underneath Michael's feet. It is here that fans first saw some of Michael's best-known dance moves, such as spinning and landing on his toes. Many of Michael's steps and mannerisms in the video would become forever associated with The King of Pop.

The "Billie Jean" short film made history as the first video by a black artist to be played in heavy rotation on MTV, then in its second year. In 1992, the short film was inducted into the Music Video Producers Hall of Fame. MTV ranked "Billie Jean" as the 35th greatest music video of all time in 1999, one of three entries of Jackson's on the chart alongside "Thriller" and "Beat It."

Historical, social and cultural contexts 

MTV debut

On August 1st, 1981, Music Television (MTV) was launched and although segregation legally ended in 1964, some 17 years before, MTV would only offer airplay to white rock artists.

First Video “Video Killed the Radio Star”

The new revolutionary format suffered an inertia of mindset with the early video-presenters reflecting the segregated tastes of American radio – Rock was heavily promoted with no major black videos being aired in regular rotation.

Rick James has Beef with MTV

"Super Freak" was released about five months after MTV went on the air, and Rick James made a slick video for the song hoping it would get some spins on the network. At the time, however, MTV refused to play videos by black artists, and they rejected this clip, continuing to feed America a steady stream of rock and EuroPop. This refusal to play black music was a holdover from radio station programming, where conventional wisdom was that you would lose your white listeners if you played black music.

Superfreak Video

•Rick James video presented a hyper-sexualised black male who white women found attractive.

•Rick James’ subliminal media language of “the “Black Buck” was not suited to white white producers.

Stereotypes of Black Men in Popular Media

> black sidekick of a white protagonist (secondary role)

> the token black person,

> the comedic relief,

> the athlete,

> the over-sexed ladies’ man,

> the absentee father or,

> the violent black man as drug-dealing criminal and gangster thug. 

Black racial stereotypes:

Musicians – jazz, hip-hop and soul

Sportsmen and women

Comedians

Criminals

Socially dysfunctional

Prostitute/sexually promiscuous

The stud/pimp

Video and Lyrics Analysis:

 I agree with the interpretations given, especially the idea that an artist creates a song (or an author creates a poem) so that the audience can identify with it personally. Additionally, I would like to suggest an interpretation about the lines, "Mother always told me be careful of who you love, and be careful of what you do 'cause the lie bcomes the truth." The couple danced, the guy was thrilled to be her choice (because "Every head turned with eyes that dreamed of being the one"). And maybe he led others to believe (bragged to his guy friends) that they'd had sex. Maybe he was infatuated with her for a bit, but wised up quickly. When he got wise to the type of woman she was, he "dumped" her ("don't go around breaking young girls' hearts"). She was furious since she wasn't used to this treatment; SHE had always been the one to break off relationships. So she ends up pregnant by another guy (on purpose?) to get back at him. (The well-known line "Hell hath no fury like a woman scorned" comes to mind.) And now "the lie became the truth" because he'd have to try to admit he never did have sex with her when earlier he bragged about it. Everyone believes the woman (after all she is someone that seems to hold sway over others), even the guy's girlfriend is distrustful; and the picture "proves" the baby is his. One theme appears to suggest "be careful who you hang around and careful of what you say." It all may come back to haunt you.

This song is about a crazed fan who had a baby and was so obsessed with Jackson that she believed it was his. She sent packages and photos of the child to him, eventually sending him a gun and ordering him to commit suicide at the same time as she would kill her baby and then herself, so that they could be "together as a family". The police tracked down the woman, saved the baby and proved that it was not Jackson's. He was so disturbed by the whole affair that he wrote a song about it; one of his biggest hits to date.

Discuss aspects of the video which present Jackson as a music/video innovator.

Research:

> Jackson's all-encompassing appeal was something that had never happened before in the history of pop music: Frank Sinatra, Elvis Presley and the Beatles were preposterously famous in their time, but their appeal was still basically limited to white people. Michael Jackson, during his Thriller LP era, had everybody talking about him.

> Cute and cuddly as front man/child for the Jackson Five, Jackson had been trying for several years to reintroduce himself to a public that was ill prepared to view him as anything other than a charming has-been. To shatter this perception, Jackson created the flashy, enigmatic, vaguely dangerous persona who appeared in Billie Jean, Beat It and Bad. At a time when most music videos were either primitive or stupid, Jackson made a video that was clever, original, visually opulent and mysterious.

> It was the first time that a song had been upstaged by the performance of a song, creating a peculiar situation where no one really had any interest in hearing the song unless they could simultaneously watch the song being performed. 

> It was recorded on a specially designed set to capture the muted sound of the snare drum that Jackson insisted upon. It was produced by the legendary Quincy Jones, who wanted Jackson to change the name of the song and also to shorten the improbably lengthy 29-second introduction, during which Jackson does not actually sing.

> This song is about a girl who claimed that Jackson was the father of her child. Jackson based it on a woman who used to stalk him, writing him letters about a son she thought was his. Jackson rarely spoke about this woman, but he had a very hard time dealing with this unwanted attention, and he became more reclusive as a result. The song was his way of expressing his feelings without addressing her directly.

> According to Rolling Stone magazine's Top 500 songs, Jackson came up with the song's rhythm track on his home drum machine and nailed the vocals in one take.

> Jackson's "Billie Jean" video was the first to make heavy rotation, and more black faces started appearing on the network soon after, notably Prince. MTV was accused of racism in this era, notably by Rick James, whose "Super Freak" clip was rejected by the network.

> Directed by Steve Barron, who also directed Electric Dreams, Teenage Mutant Ninja Turtles, and Coneheads. 

Representation: Teenage Star, love, romance


Discuss aspects of the video’s (media language)  present Jackson as an American Teenage Star/Heart throb.

The way that Michael Jackson stands in this particular part of the video, the way that he is dressed and the way that he portrays himself to the audience could present Jackson as an American Teenage Star or Heart throb. Relatable clothing, could symbolise the clothes worn at prom. Prom could have connotations of romance.

The way that Michael Jackson is able to dance within this video may be appealing to a young female audience and present him as an American Teenage Star interested in love and romance.

To what extent is the video sexualised, identify examples

The video is sexualised to an extent and this is shown through the dance moves that Michael Jackson uses in the video.

The video is sexualised to an extent and this is shown through the use of the bed, which may have connotations of sex and sexualisation throughout the video.

To what extent does the video present Jackson as the “hero”? How does Jackson avoid over-sexualised references. Learners may refer to the “foil” in making this comparison. 

The 'foil' in this particular music video is the detective. In this music video, the detective is hidden by the shadows, making him look sinister. This could represent the paparazzi trying to gain private information from Michael Jackson.

discuss how Jackson’s video consolidates the representation of “talented musician/dancer”

Jackson portrays the representation of talented musician/dancer as in many of his videos, he is able to demonstrate his dance skills.