Evaluation part 2

I think overall my music video was a success, and appeals to lots of different types of audience. I want the audience to really think and engage with what the ideologies of my video are. I think my music video uses only two of the uses and gratifications, those being escapism/entertainment and personal. Particularly the escapism factor, as the character in the music video is looking to escape from everyday life, and my aim for making this video was that the audience too would join in the escapism, as many times in life people want to escape the world in which they live in. It also appeals to personal identity; this is because I expect the audience to compare there lives to the character, as the character lives an average and tedious life, which many other people live too. Ideally I would like the audience t take a preferred reading to my music video.

What I would like the audiences response to my music video would be for them to empathise with the character in my music video, and really try to engage and understand what it would be like to live the tedious life that the character lives. I believe that it would be easy for the audience to engage with the character as it would be quite easy for them to relate with the character because he goes through the daily hassles that people through everyday, and therefore forcing the audience to become active. 

Ideally I would want the audience to take a preferred reading to my music video, as they would understand and appreciate the certain ideologies in the music video, such as the idea that if you want to change your life you have to do it yourself, and that opportunities are there to be taken, and furthermore exploited.

I believe that there is a pretty clear narrative in my music video, and it is fairly easy to apply Todorov's theory to the music video. For example, the equilibrium of the music video is the main character finding the ad for a possible job, the disruption is when the character bumps into his future employer, the recognition of the disruption is when the man walks into the office and realises that his interviewer is in fact the person he had previously bumped in to, and the attempt to repair is when he quickly runs out his office, in an attempt to almost erase all the negatives things that had happened to him on that day. Other narrative devices that I used in my music video consist of binary oppositions, and these are evident all throughout the music video. The main one would most probably be that of employee vs boss. This one plays a major role in my music video, and is extremely important in giving my music video structure. Some other binary oppositions include success vs failure and tedium vs excitement. There are also a number of enigma codes to take notice of in my music video. The audience are forced to ask lots of different questions, such as who is the person that the character bumps in to, and what is his relevance to the storyline? What is he going to do to help repair the damage that has been done? These are all questions that I would want the audience to ask, they would want to find out the answer, and therefore this would help to engage the audience, and furthermore give them a more active role. There are also certain generic conventions to my music video, particularly for the folk genre, which is that of my music video. For example, there are constant injections of the character playing a guitar in my music, this is to help remind the audience that they are watching a music, which due to the strong narrative in the music video may be easy to forget. This is a common connotation of music videos in general. There are also other certain connotations in my music video that are seen in other music videos, for example, therefore are lots of different fast cuts, as well a narrative in the music video, which both are again fairly common in music videos. I believe that my music video offers a sense of personal identity, as the character's mediocre and average life is one that lots of people can relate to, which furthermore offers the audience with a sense of escapism, as the character in the music video briefly escapes from his life, and this could therefore encourage the audience to do the same. As an encoder of this music video I wanted the audience to take an active stance, and question the music video. I wanted the decoders to take in to account the emotions of the character in the music video, and relate to him.

Pretty much all of my music video research played a very important part in inspiring, and helping me choose what type of video I wanted, and furthermore what I wanted the feel of my music video to be. A music video that I feel mine is quite similar to, and from which I took certain ideas from is the video for the song 'Last Night', by Lucy Spraggan. Both music videos are similar as both have similar ideologies of trying to live life as best you can. A particular idea that I took from this video and applied to my own was the technique of reversing time, which I found quite innovative and unique. Another music video that I believe mine is similar to is another Lucy Spraggan song called 'Mountains'. This like my video has a very strong narrative, which was something I wanted to apply back to mine.