Camerawork
As with any moving image text, how the camera is used and
how the images are sequenced has a significant impact on meaning. Camera
movement, angle and shot distance all need to be analysed. Camera movement may
accompany movement of performers (walking, dancing etc) but it may also be used
to create a more dynamic feel to stage performance, for instance by constantly
circling the band as they perform on stage. The close up camera shot
predominates, as in most TV, partly because of the size of the screen and
partly because of the desire to create a sense of intimacy for the viewer. It
also emphasises hlf of the commodity on sale – the artist, and particularly the
voice. John Stewart of the mucic video production company Oil Factory said,
that he sees the music video as essentially having the aesthetics of the TV
commercial, with lots of close ups and lighting to focus on the star’s face (aka
the product for some commercials).
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