Goffman's Theory

In advertising, Goffman's theory was that the portrayal of both men and women follow specific codes and conventions. Such include the following:

Superiority, Domination and Body Language- 
Men are shown in dominate positions and appear to be reflective of thought and intelligence, this is especially evident when focusing on there facial expressions. Women are physically portrayed in sexual or reclining poses with blank or inviting expressions on their face.
Dismemberment- 
On females, parts of the body such as legs, chest act, are used rather than the full body. This is often applied to sell products which are not related to the body, such examples include the advertisement of mobile phones.
The Voice-Over Authority-
In moving image advertisements, such as TV adverts or animated Billboards, male voices are used as voiceovers as oppose to female voice overs. This is mainly due to a sense of authority and power given off in the deep pitch of a males voice, which is uncommonly found with the female voice.

Signifiers and Signified

We were looking at the different connotations and what specific symbols denote in music videos and how we can apply these to our own music videos. We looked specifically at the theorists Ferdinand de Saussure and Roland Barthes.

Saussure created he concept of signified and signifiers, with his statement:
"What does that sign say? It says nothing-It needs to be read"
He defines the two as:
Signified:                                                        Signifiers:
The meaning which                                        Physical form which
we attach to the                                               we can see or hear.
signifier.

Barthes added to Saussure's ideas, by naming the way that signifiers were organised and put together the "symbolic code" of the text. This key terminology is best used when analysing groups of signifiers.

These are key things that we are able to comment on within a music video:
Body Language
Gestures
Clothing
Lighting
Objects
Weather
Sounds
Setting

Voyeurism in Music Videos

Voyeurism originally refers to the notion of the erotic pleasures that may be gained from looking t a specific object (Freud) We also discussed The Gaze in lesson today, which refers to how an audience views the way people are presented. There are several different types of "The Gaze" which are listed below:
Spectators Gaze
Intr diegetic Gaze
Extra diegetic Gaze
Cameras Gaze
Intra intra diegetic Gaze

Theorists : Laura Mulvey argues that directors want us to view women as the object as oppose to the subject. Andrew Goodwin agrees and adds that women are frequently objectified within music videos through the fragmentation of body parts which emphasises the sexual tretment of the star.

 Here is just one example of The Gaze, in which the main girl is being followed, so we are given the spectators gaze on her vunerability.

Andrew Goodwin

This is a short prezi on the work and theories of Andrew Goodwin within the construction of music videos and how they effect their audiences:

Andrew Goodwin on Prezi