Cultrural effects

The cultural effects theory is one of four models which sociologists use to explain the effects of media on an audience. The other three models are hypodermic syringe model, Two step flow model and the uses and gratifications theory.

The cultural effects theory states that the effect of media on its audience is not immediate but builds up over a long period of time. It’s a long and subtle process. It can be known as the drip, drip, drip, effect and is associated with neo Marxism. Marxists use it to support capital values and norms.

The more an idea is fed into society through the media the more people will accept it and believe it to be true. For example the media portrays asylum seekers as scroungers and many people believe this is true.

The CEM recognises that an audience is made up of people from varying social backgrounds, who interpret things differently. People do not just passively absorb a media message. However, media can contain strong ideological messages which if people are subjected to identify with.

The media is heavily influenced by dominant and powerful groups in society who use the media to put cross their points of view.  

This will help me in creating a music video as it will allow me to see if I want to convey a message within my music video that the audience will slowly pick up as they watch it. As I make my music video, I will try to include a variety of stimuli that will draw my target audience in and bit by bit put across the message that I want to convey. In my video I will want to show how relationships develop and hurdles that occur within that relationship. 

Lip synching

What is Lip Syncing and why is it important?

Lip syncing is a technique that allows an artist to mime along to a backing track, making it appear that they are actually singing and performing live.

It can be used to for several reasons

• To make it appear that an artist has musical ability
• To attribute a vocal performance to an artist when in reality it was recorded by someone else
• To create a particular effect
• To enable an artist to perform a song while also performing a rigorous dance routine
• If used on television, it can significantly shorten the time needed for rehearsals by an artist and makes the process of sound mixing very much easier
• If an artist is not very confident when performing live, it can be used in order that the performance should be as good as possible and any wrong notes avoided
• Where performances are difficult due to weather , technical issues or illness

Lip syncing is often used during a music video as the film track and the music track are recorded separately. Often the artist can mime playing an instrument in the video as well. The lip syncing is usually edited in between representations of the lyrics of the song, and it ties the whole video together.

There have been several instances in the news in recent years where there has been a controversy about lip syncing. One of the most famous was when Beyoncé was accused of lip syncing to the “Star Spangled Banner” during what should have been a live performance at the inauguration. Britney Spears has been accused of lip syncing during her shows in Las Vegas where she does hugely demanding dance routines during the show.

Bon jovi Analysis using the theories

Genre characteristics

This music video falls into the genre of rock, and conforms to many of the generic expectations of a rock video.

Throughout the video there are close up and long shots of the band performing in a live concert. This conforms to the generic idea of a rock video which always centres around a live performance. We see the members of the band and the instruments they are playing.

There is the representation of youthfulness with the band playing to massive audiences, dancing and participating and enjoying the show. The narrative centres on life. It advises us to live life to the full and take risks in order to get the most out of life before we are too old. It advises us to take life into our own hands. This is very much a part of the rock genre. We are not to rely on religion – the lyrics tell us “it’s not a silent prayer for the faith departed”. We must live life for the moment.
The band members are all dressed in dark clothing. This is stereotypical of the rock genre as they are usually associated with dark settings. However as the artist is portrayed as a fun and kind man, which goes against the generic conventions of the rock genre as they are usually portrayed as more aggressive. 
The teenager who runs through the street knocks over an old woman walking her dogs. Instead of seeing if she was alright he just carries on running. This is stereotypical of the genre as they are typically seen to be uncaring about whether they hurt someone or not. 

Another generic convention of rock videos is the idea of a “safe rebellion”. This is definitely shown in this video. There are no references to drugs, alcohol or sex, and there are no aggressive overtones. We are told to live life to the full but not in an aggressive way.

The rock genre generally appeals to a male audience. This is shown by the girls in bikinis jumping in time with the beat at the beginning of the video. It also appeals to couples as well as it shows the lengths that a teenage boy will go just to be with his girlfriend, including activities that could seriously injure or even kill. 

Relationship between lyrics and visuals

In this video there is a very strong link between the lyrics and the visuals.

The lyrics tell us to live life to the full and not to worry about anything. We should grasp life as we don’t live forever.

In the video the boy is desperate to get to his girlfriend and is totally focused on achieving this goal. He ignores all danger and is prepared to jump off a bridge, hang from stairs and dart in and out of traffic to reach her. He shows he is scared of nothing. He risks his life to meet his girlfriend and see the concert and there is a positive outcome, giving the clear message that if we try hard enough we will succeed.

Relationship between music and visuals

The song is typical of the rock genre. It is loud and fast paced and the video definitely matches this pace. It shows the fast pace of the boy as he darts to meet his girlfriend. It also shows fast paced shots of the band as it moves from one member to the next showing their instruments.

The boy is given five minutes to get to the concert by his girlfriend. This sets the scene for the fast pace of the video , and there is constant cross cutting from the scene of the boy to the scene of the live concert which creates pace and tension. The fast shots create a fast pace. This connotes a sense of urgency as the teenage boy is rushing to get to the concert as fast as possible.
The lyrics I just wanna live while I'm alive' link to the video as it shows the teenager doing very dangerous stunts and activities that would not be acceptable in normal everyday life.

Demands of the record label require lots of close up shots of the artist.

The record label will want to promote the artist and sell as many copies of the record as possible.

Throughout this video there are numerous close ups of Bon Jovi where he is posing to the camera and performing to the crowd. He is using his sexual magnetism to show that he is the main singer, the important one in the band. He is good looking and will appeal to his female fans. He is very strong and masculine. He is shown in a very positive way. This again goes against the stereotypical rock artist.

There are also long shots showing him as part of the band. The fact that there are so many shots of the live concert will also promote the band and encourage people to go to the concerts to see them. 

Reference to the notion of looking

Throughout this video there are constantly shots where the crowd is looking at the artist. They are totally absorbed in the music and are adoring of the artist.

Bon Jovi has created a “star” image, and this video enhances this image as the youthful crowd are clearly enjoying the concert. The video concentrates on the band playing live in front of the young audience showing they are loved and emphasising their creativity and star appeal. 

Inter textual references

There is an inter-textual reference to Frank Sinatra in the video where the lyric says “ like Frankie said I did it my way”. This refers to Frank Sinatra’s song “My Way”.