Redundancy is "that which is predictable or conventional in a message... the high result of predictability." (Wikipedia).
In music videos, redundancy can be found when a music video is conventional and predictable; the director and/or artist will do very little to make the music video different from others already out there by other artists. If this continues, eventually all music videos will end up the same and will all become boring and predictable to the audience. As modern music videos are used as marketing devices, directors and artists will want to find something to make the video stand out and to attract the audience to the video, and hopefully buy the whole album by the artist. For this, a music video needs to be entropic too.
Entropy is a text that contains "unpredictable elements". (Wikipedia).
Although audiences wish to see some similar features in music videos so that they can categorise it in to a certain genre, audiences also like to see a "repetition of difference" (Hal Hartley). This means a music video will have to stand out from others within that genre in order to get the audience's attention. To do this, a music video will often contain entropic and unusual elements, which are unexpected within that genre to attract the attention of the audience. Entropic features can vary depending on the genre of music the video belongs to, but can be almost anything unexpected.
A good example of this is Lady GaGa's music video for 'Telephone'
In music videos, redundancy can be found when a music video is conventional and predictable; the director and/or artist will do very little to make the music video different from others already out there by other artists. If this continues, eventually all music videos will end up the same and will all become boring and predictable to the audience. As modern music videos are used as marketing devices, directors and artists will want to find something to make the video stand out and to attract the audience to the video, and hopefully buy the whole album by the artist. For this, a music video needs to be entropic too.
Entropy is a text that contains "unpredictable elements". (Wikipedia).
Although audiences wish to see some similar features in music videos so that they can categorise it in to a certain genre, audiences also like to see a "repetition of difference" (Hal Hartley). This means a music video will have to stand out from others within that genre in order to get the audience's attention. To do this, a music video will often contain entropic and unusual elements, which are unexpected within that genre to attract the attention of the audience. Entropic features can vary depending on the genre of music the video belongs to, but can be almost anything unexpected.
A good example of this is Lady GaGa's music video for 'Telephone'
This music video contains both redundant and entropic features.
The redundant features include fighting in prison, masculine females in prison, sexualised women, the shared hatred for the new arrival in prison (GaGa) etc.
The entropic features of the video include the costumes of the characters, the backwards rolling of the credits at the end of the video, the dancing style used by GaGa & Beyonce, and the fact they dance after murdering.
To conclude, this music video would be successful in attracting the target audience to the watching the music video, as it contains a 'Repetition of Difference', by including redundant & entropic features within it.
No comments:
Post a Comment