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• Analysing music videos and representation
• Music and social change

After completing this unit, educators will be able to:

• Develop a storyboard and treatment for a music video
• Analyse a music video, with emphasis being given to representations of gender, race and sexuality
• Examine representation in ‘alternative’ music
• Compare representations in alternative media to those in the mainstream

• Music plays a vital role in human society. Music is generally seen as entertainment, but it also plays a significant role in many religious and cultural practices, and is frequently used in political movements. Understanding how music affects audiences is part of MIL.
• Using the Internet, examine the videos of today’s top recording artists in your country and internationally. Analyse the messages and values of a music video of choice (based on the availability of song lyrics as well as the video for the song). The analysis should include the following:
  • Examine the content of the lyrics, including a description of the ways in which the images in the video relate to the lyrics and melody of the song, and to the teacher’s interpretation of the lyrics
  • Examine the technical components of the video, considering the use of colour, lighting, editing (pace, juxtaposition, cutting on the beat), special effects, and the connection between audio and video components
  • Examine the social issues dealt with in the video, with consideration given to how those messages might change if people of a different social class or race were included, or if the male and female characters switched roles
• Interpret the ideological and value messages being presented in a video using the following questions as a guide:
  • Does the video present the beliefs of one particular group?
  • Describe the representations of men and women in the video. Are any stereotypes used? If so, to what effect?
  • Who is in a position of power? Who is not? Who benefits as a result?
  • Does the video exclude any groups of people or their beliefs?
  • What definitions of happiness, success, or morality are implied?
• Determine the target audience. Assess to what extent the video would have any appeal beyond this target audience.
• Assess the power of popular culture and music as tools for transformational change. To what extent do musicians and artists have a role in providing political and social commentary and in promoting social justice? Look at the work of the Denmark- based organization Freemuse, which supports musicians who have been involved in social and political causes. What issues and events have been represented in their music? To what effect?
• Select song lyrics and prepare an original storyboard for a music video that will convey the message of the lyrics. Carefully consider the images that will represent the lyrics. Identify and select the technical elements that will enhance this representation.
• If a video for this song already exists, compare the storyboard with the video that has been produced, noting differences and similarities in imagery and techniques.
• Visit the Internet site of an organization such as MediaWatch (www.mediawatch. org), committed to challenging ‘racism, sexism and violence in the media through education and action’. Investigate the goals and campaigns of this and similar organizations.

• Analysis and assessment of current examples of music videos based on representations, technical elements, ideology and value messages
• Development of storyboard(s) for song lyrics of choice