Media producers use language such as shot types, camera movement, angles, intertextuality, lighting, colour palettes, editing, and mise-en-scène to help create meaning. For example, intertextuality helps media producers create and communicate meaning by borrowing meaning from other media texts. Music videos are a short form, meaning that they often don’t have time to establish a clear narrative and create meaning, so intertextuality can help music videos establish these things by borrowing meaning from other media texts. Intertextuality also allows audiences to feel a sense of gratification if they understand the reference. Shot types and editing can also change the pace of a music video to help it fit the song nicely.
How do media producers use digital convergence to link their products?
Media producers use digital convergence to link their products in many different ways. Some examples include using a similar house style/colour scheme in both a music video and on the website, linking social media on an artists website, and bonus content (like an interview with the artist) or Easter eggs on the website that link to things in the music video.
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