Sadia's Media blog

 How is black identity coded in the music video formation by Beyonce? Representation - the ways in a media product constructs the world and the aspect in it. Including social groups, individuals, issues and events.  It is deliberately encoded by the ideology of the producer. not a typical narrative structure as the song restart 1 minute in  establishing shot - wide shot - Beyonce on top of a  police car- presents her as power- metaphor of empty police car floating in the flooded new orleans neighbourhood  There is anchorage of the lyrics - 'paparazzi' shows camera flashing  tracking of a neighbour  polysemic representation and meaning - complex and vibrant video- editing is rich and encompasses various meaning  non-diegetic voiceover - "what happened at the new orleans" - intertexuality reference and rejection of the black community when they needed welfare - inequality  editing montage - 'that beat' (LGBT dance doc),...

 Hermeneutic code - draws audience i, it is encoded by the producer and ensures the success of the film  The colours used are black, white, red and green which are known to be the joker's colour  The actor is looking up towards the the text, which acts as a hermeneutic code directing the audience to look at it  'Put on a happy face' -  anchoring the joker's sinister smile  Has the conventions of the teaser poster - Actor's name, teasing the release date, the name of the film  it's a low angle shot of the actor makes him look powerful and strong  The sans serif font is bold and powerful - connotes the style of the film and establishes the genre  The mise-en-scene of the blood on face - establishes him as a villain - acts as a hermeneutic code as the audience may question if he is a victim or not The cloud iconography is a reference to horror and thriller, Steve Neale theory of genre. Emphasised by the dark colour - symbolic polysemic, it refle...