Mest4 : Research and production questions answered.
By chandni chopra Monday 16th july 2012
IMRAN KHAN- BEWAFA
analysis. http://www.youtube.com/watch?v=Xv0DlKncjBI
Media representations
Who is being represented?
In this music video there are two characters who are both represented in complete different ways and could be argued that it links with Levi-Strauss' theory of binary oppostion. This is because the male character in this video who is the hero (protagonist/ Vladmir Propp Character types- Imran Khan) is represented as being the loyal one to his girlfriend who is being played by his girlfiriend. Imran Khan is represented as someone who is depressed and heart broken as the black shirt can metaphorically connote death of his true love. Also, the audience can see that Imran khan is also represented as someone who is materialistic with the branded clothes and glasses but also a up-to-date character (Postmodernitst) as the clothing of the gangster hat and jeans with the non-direct mode of address covering his eyes with his branded glasses connotes how he is to famouse, rich or to good looking to look at the audience (Oppositional reading- Stuart Hall). Alongside this the setting in 0.59 seconds in to the video connotes how wealthy he is as he is walking with his girlfriend taking her to do shopping and his house connotes that he is a wealthy man with the nice beds, luxerious objects and the house being itself in a nice setting.
On the other hand, usually it is men cheating on their wife but this video has gone against the typical stereotyping and made it so that the women in the video is cheating on her lover. An example of the women being represented nicely and innocent to the target audience is towards the beginning of the narrative at 0.33 seconds in to the equilibrium (Todorov -Narrative structure). The girl is represented as being the damsel in distress as the her body language (clinging on to Imran Khan) connotes that she cannot live without him or that shes possessive over him. Hovever, the audiences preffered readding is destroyed towards the middle of the narrative were the women is with another guy at candle light dinner, this links with Perkins theories of some representation not being true as the male are the ones often cheating on their partner however, in this video she is texting the other guy as she wants to meet up which.
Why is the subject being represented in this way?
The man is being represented in a way that women are usually represented- running after men. However, this video has gone against the obvious steretoypes of men being portrayed as man whores and treating women as sexual (Laura mulvey) by portraying the man being innocent and helpless. The man in this video is represented in this way maybe because they want to get the main message of how not only women are being heartbroken but men too. On the other hand, the women is being represented as the one who is cheating on her boyfriend maybe to connote that most relationships are not fallen apart because of religion or financial reasons but because women can be at fault as well.
Is the representation fair and accurate? I personally think that representations in this music videos are fair and accurate because in todays diverse society (postmodernist) it is possible for both genders to cheat on each other. Therefore, the women being represented as someone who is cheating on her boyfriend can be accurate and fair as the music video didn't portray the women in a sexual way.
What opportunities exist for self-representation by the subjectThe opportunities that could exsist for self-representation is the man simply being the opposite to the women and him cheating on her representing him in the usual way treating . However, for the women she can be self-,represented as a sexual object and being a typical housewife who is being cheated by her husband.
Media Languages and Forms
What are the denotative and connotative levels of meaning? The denotative (Barthes-codes and symbols)meaning levels or the preffered reading of this (Staurt Hall) of this music video is that this guy (Imran Khan) is trying to express how muchhe loved this girl and how much she care about her but at the end of the day she had cheated on him expecting that he wouldn't find out. However, when Imran Khan does she thinks she will get another chance but it's too late. On the the other hand, the connotative levels of reading which be read as an oppostitional reading by audiences is (Stuart hall -reception theory) that the music video is based on about how much he loves her and how he ends up cheating on her at the beginning of the video, but the words 'Bewafa' denotates the partner turns out to be the unloyal one therefore the word bewafa could connote to the audience that this music video will be about love, heartbroken and relationships.
What is the significance of the text’s connotations? The significance of the music videos connotations are that that it conveys the message of how much this guy loved this girl but she ended up breaking his heart. It informs the audiences that it will be a emotional song and that it can also connect or relate with the audiences as a sense of identification (Uses and gratfications-Blumler and katz). Therefore, the audiences can pick up the theme of the song by simply looking at the lovely setting and objects which connote the meaning of love e.g. the photos and statues.
What are the non-verbal structures of meaning in the text (e.g. gesture, facial expression, positional communication, clothing, props etc)? Firstly, the first non-verbal structures of meaning in the text I will focus on is the hand gestures. and body language. An example of this is towards the beginning of the narrative (Todorov-narrative structure) when Imran khan is walking in non-direct mode of address and his hand gesture has picked up this letter which therefore connotes that he's in charge of everything and he has control over the house and looking after the bills. However, it is not a bill it's picutres of his girlfriend and the guy shes with (cheating with). At the beginning of the music Imran khans hand gestures are normal, casual and calm which connotates that everthing will be nice and peaceful in this music video, but this is then changed just 0.36 seconds into the video when Imran khan is expressing with his hand by making a tiny fingure action to show how she should be scared of god for what she has done. Another gesture that connotes the meaning of the text is when Imran khan is laying down 2.09 seconds into the video he has his hands on his forhead which could signfy that he is tired and fedup with this and cannot hadnle this anymore. The second non-verbal structures of meaning in the text that I will focus on is facial expressions. An example of facial expressions which connotes that both the couple are happy together is 0.50 seconds into the msuic video on the back screen behind imran khan their is a video playing which shows both of the characters smiling which conveys that their relationship was fine and strong. On the other hand, one facial expression that shows that the girl is regretting for what sh ehas done. An example of this is 3.14 seconds into the music video where the girl has one of her lips in her mouth which connotes that she is at fault and cannot do anything to resolve for a new equilibrium (Todorov narrative structure).
Moreover, another non-verbal structure that has meaning in this video is the positional communication. An example can be 0.26 seconds into the music video, this is were Imran khan and his girlfriend are both placed in front of the audiences in a mid-shot. This shot enables the audiences to be introduced to the characters. The use of both of the characters linking arms on the sofa connote their close relationship however, the girl is in non-direct mode of address which connotes that her mind is lost somewhere else which builds tension for the audiences as to what will happen next. In contrast, Imran khans mode of address is direct which enables the audiences to understand what he is saying and makes them feel as if they are having a conversation as his direct face towards us makes the audience involved. Another example of a positional communication is 1.01 seconds into the msuic video, this is were Imran Khan is lying down on the bed and his girlfriend thinks he's asleep so she goes and meets this other guy however, Imran Khan is acting and knows whats happening. This non-verbal communication informs the audience how the girl is at fault and builds enigma to what will happen next (Barthes)?
In addition the non-verbal structures of clothes in this music video do also communicate something to the audiences. An example of this is 2.15 second into the video this is were Imran Khan is wearing black clothes from head to toe this could connote how his love is metaphorically dead for him and as repeated above. Another example of clothes can be at the beginning of the narrative Imran khan is wearing urban up-to-date clothes e.g. jeans, jacket, hat, jewellery trainers and sunglasses which are all clothes that young teenagers and boys were in todays society this connotes that Imran Khan is trying to send a message and is trying to inform the younger audiences as primary audiences of this issue of being played by their girlfriends or boyfriends.
Finally, the last non-verbal communication used in this music video is propps. The first propp I will be talking about in this video is the Iphone. The music video contains the most well known phone which is easily identified by the audiences- the Iphone. This is a key propp in the music video as the audiences are informed of the girl cheating with her boyfriend as the messages focus is gone from blury to clear so that the audiences can read it. Another prop that communicates a non-verbal message is 2.27seconds in to the video were Imran Khan picks up the white statue of a male an female holding eachother vicousley, this statue can be a symbol of love and the memories of them being together in a relationship but when imran khan dashes it on the floor this could connote that it is the end of their relationship. Moreover, another prop that imran khan has used is 1.22 second into the video a snake around his shoulders while he is expressing his feelings to the audiences. The snake can symbolize (Barthes theory of signs ans symbols) rebirth as if he hs learnt his lesson and is going to begin a new life without her.
What is the significance of mise-en-scene/sets/settings (CLAMPS)?
Firstly, the muic video ha used a variety of different costumes in order for the audiences and different ethnicitie to be able to identify with (Uses and gratification- Blumler and katz). An example of a costume used in this video is at the beginning the gangter look Imran khan has. This include the hats, belt, jeans, shirt and sunglasses which gives him that urban look that today society people wear which makes the female gaze look at him for voyeriusm as his fans would find him attractive. On the other hand, the female character is wearing at the beginning a blue panjabi kurta (top) which connotes tranquility which is easily identified by the Asian society as it connotes respect as the girl is covered up. However, this changes halfway through the narrative as the girl goes on a date and wears a black dress which could connote how much dominance she has in the relatioship it can also as a oppositional reading would be read as her wearing black to make her self look more slim and standing out. In this video the makeup on Imran Khan is really natural with sprayed foundation to cover all his marks and bags in order for the female target audience to fin him attractive and fit. On the other hand, the girls makeup is light and natural with pinky lipstick and her eyelashes done with black kohl in order to match her indian look but to also attract the male gaze (Laura Mulvey). There are only three actors used in this video this includes Imran Khan the main singer and the girl alongside the guy she's cheating with. The less actors used the better as the audiences are less confused and can recongise more. As mentioned above there has been specifically a few important propps use in the music video this includes; the Iphone were the audience can easily identify with, the love letter which reveals everything and finally the statues and photograpghs this a key prop as it reminds the girl when she comes back from her date that the photograpgh has been ripped up and the statue of the two people hugging has been smashed connoting that everthings over with her an Imran khan. As the statue is in white this can connote purity and innocent imran khan was who was always loyal to her. Finally, the music video is set in a house which introduces the plot to the audiences and enables them to see how rich Imran Khan is. This setting is important as the audiences also find out the real truth because when Imran khan is sleeping the slow opening of the door and the girl texting builds tention for the auiences (Bathes). Another setting use is the restaurant when the girl and her date (whos shes cheating with) are having dinner. This is a crucial point as the girl finds out that the guy shes cheating with already has a girl due to him recieving a call from 'chantelle'.
What work is being done by the sound track/commentary/language of the text?
The sound track has been put together in a very nice way. The non-digetic sound of the piano sets the setting for the audiences at the beginning of the narrative when Imran khan is starting his song. This is changes into a slow beat where the dilemma of the story starts imran khan slowly expresses his feelings to the audiences by repeating words like 'Bewafa' which means unfaithful and 'Bewafa nikli hi tu' meaning to turned out be the unfaithful one. Along with this the use of slow music links well with the snake Imran khan has around his neck as the music is slow just like the snake. The use of direct language makes those audiences who have been unfaithful before to listen out even more. Also, the use of rhetoical questions in this text makes the audience feel sympathetic e.g. what did I do wrong that you've given me this punishment? Towars the ending of the narrative the music fades out which makes the audience feel sad towards Imran as he is wiping his tear away.
What are the dominant images and iconography, and what is their relevance to the major themes of the text? The major themes in this text are love, unfaithfulness, depression, heartbroken and trust. The first dominant image I will talk about is when Imran Khan and his girlfriend are sitting towards the audience in a mid-shot. This enables the audiences to focus on both of these characters and to be introduced to them. This image connotes how much the girl loves which therefore also connotes the major theme of love as the linking arms expresses their closeness. Another dominant image in this music video is 1.39 seconds into the music video this is were both the girl and her date are kissing on the cheek to say hi. This therefore brings out the major theme of this text which is unfaithfulness this is relevant in the video as the audience can see who is at guilt and what Imran Khan is trying to express. Moreover, another icon that connotes the major theme of the song is the statue of two lovers holding onto each other which flasheback right to the beginning of the narrative (Todorv narrative structure) and encourages Imran to break it which connotes the major theme of being heartbroken and depression as we can see by Imran's sad facial expression. The music video has also used another icon in order to express the major theme of love an trust- this is the music video beingpkayed behind him of his an and his girlfriend shopping an flashing back to his old memories. This is an important icon through the middle of the video as the video connotes the major themes such as love an trust. The vieo behin imran khan is of the two characters linking arms and shopping which connotes that the girl actually love him for his wealth.
What sound and visual techniques are used to convey meaning (e.g. camera positioning, editing; the ways that images and sounds are combined to convey meaning)? Firstly, the video has use a variety of edits to convey meanings. An example of an edit used is at the end of the video at 3.15 seconds onwars. The slow fades out conveys a meaning of how Imran khan doesn't care anymore but the facial expression of the girl connotes now that she has lost her ate and Imran khan what will she do? The slow edits makes the audience feel sympathetic towards as the pictures on the bed also reveal the truth that Imran khan had seen which are the photos of the her and her date, poste to Imran khans house. This has a really important meaning as the facial expression Imran khan makes at the beginning confuses the audiences at 0.21 seconds but this is then clearified towars the end as the audiences are informed that it was the pictures of his girlfriend. On the other hand, the musiv video has used is panning an example of this is at the beginning of the video when Imran khan is walking towards the sofa. This conveys a important meaning as he has just picked up a letter saying Imran Khan which creates enigma right at the beginning as it enables the audience to watch on to see whats inside. Finally, a example of images an sounds that are combined to convey a meaning to the music video is right towards the end of the narrative were the new equilibrium is not resolved. The calm slow beat of the music starts when Imran's Lyrics finesh and has the images of his and her date sitting together, also the girl is worried for what she will do next. The music influences the audiences mood as she can now go to no-one as Imran khan has left her an the guy has cheated on her.
Narrative
How is the narrative organised and structured?
According to Todorov, the narrative structure for this music would be that it starts of with an equilibrium- when Imran khan walks in from outoors and picks up the letters. The disequilibrium of this video doesn't start until imran khan pick ups the letter an realises that his girlfriend is cheating on him. The eyebrow lift suddenly changes Imran khans look and informs the audiences that something is wrong (realisation). Therefore, when he starts to figure out everything the video leaves the audience with no new equilibrium or any attempt to repair so that it leaves them enimga (Barthes) to what will happen next? Overall, the narrative has been put together really creatively which therefore leaves the audiences wondering what will happen to her at the end?
How is the audience positioned in relation to the narrative? As the video starts Imran Khan is directly in a mid-shot expressing his feelings this postions the audiences to have relation in the narrative as it makes it look like they have to listen to him as is addressing to he is . The direct mode of address enables the audiences to understand his feelings as he is talking to us. Also, the facial and hand gestures also postion the audiences as if they are at fault this which makes the audiences continue to watch this video till the end of the narrative so that they can see what the dilemma was. Another way the audiences are postioned in relation to the narrative is by experiencing similar dilemmas in real life therefore the similar actions that the girl in the video committs are easily ientified by the audiences as they may have experienced this in real life (Uses and gratification- Blumler and Katz). Another way the audiences is postioned in real
How are characters delineated? What is their narrative function? How are heroes and villains created?
The characters in this video are delineated both negatively and both positively. Firstly, at the start of the video Imran khan and his girlfriend are both sitting on the sofa linking arms and sitting casually. This could connote how their relationships is casual and smooth with no dilemmas which give the audiences a hint that the narrative will contain . However, as the video starts Imran Khan at the beginning of the narrative hints out with his lyrics that something is wrong which foreshadows that everything will be revealed. Therefore, the audiences get a hint that this music video will contain a hero an a villain the hero will be Imran khan and the villain is the girl as she cheated on him with another guy which therefores creates binary opposition (Levis Strauss). The hero's role (Imran Khan) in this narrative is really important as he is feelings towards the audiences as if the we are his victim. Therefore, this makes Imran khan the one who is hurt an innocent and makes the audiences think that he is innocent making him the hero as he was the good one in the relationship. On the other hand, the female character in this video is created negatively as she has the role of a deciever which is really important as she is the main intention that has created this dilemma for Imran Khan. Her function in the narrative is really important as we see her texting another guy which depicts a picture in the auiences mind that she is the villian in her an Imran Khans relationship.
What techniques of identification and alienation means treat them like a outsider and are shut out are employed?
In this video there is a variety of ways identification and alienation that are employed. The first identification that has been created in this video is the indentification of relationships (Uses and gratification- Blumler and katz 1974). As many people throughout the globe experience 'bewafai'- unfaithfulness from their partner this video therefore can relate to them as they can understand with what Imran khan is saying. Another way that identification is employed in this video is through the use of mis-en-scene. An example of this is at the beginning of the narrative were Imran khan is wearing jeans, cap, sunglasses , earring an a jacket. All of thse clothes are easily identified with todays younger generation as now as they are up to date. On the onther hand, the video has used techniques to are used to employ alienation. An example of this is when Imran khans girlfriend is texting the other guy and in the middle of the narrative she goes and has dinner with him, this therefore leaves the audiences to listen to Imran khans expressing his feeling as he has been shut out from what the girl and her other boyfriend are talking about. Moreover, this is then happens to the girl towards the end of the narrative. An example of this is when Imran khan comes home in a angry mood and smashes everything and when his girlfriend comes back home she looks at the stuff such as the statue that connotes love and closeness. The first thing that this connotes is alienation because it's a symbol (Barthes theory of signs and symbols) of Imran not wanting her back in life therefore the idea of alienation is explored.
What is the role of such features as sound, music, iconography, genre, mise-en-scene, editing etc within the narrative?
This video has a lot of features which makes this video really good. An example of this is the music. The use of non-diegetic music within the narrative (Todorov-narrative structure) is really important as the sound of the calm piano on the background emphasises the sadness of the protagonist and his feleings. Anotherfeature that plays an important part in the narrative is the music. At the equilbrium the music is slow and relaxing making the audiences feel calm, however when Imran khan has realised that his girlfriend comes in his room to see if he's awake the music goes upbeat in order to connote how important Imran Khans lyrics are and to connote to the audiences that this is the pivital point but towards the ending of the narrative the music is calm again as the narrative is about to end and the girl finds out the Imran Khan has left the relationship therefore the music beats slow down and make the audiences feel sad for Imran Khan but not for the girl. Also, the sounds of the instrument playing on the background are slow to match the rythm and in order to end the video in a nice way but still leaving the audiences with questions raised in their minds.
Moreover, the use of icongrapghy also featured in the narrative also plays a key role. An example of this is at the beginning of the narrative when Imran khan walks into the house he walks past the status of two people holding each other which is a icon for love and relationships however it is broken towards the end which is a symbol for Imran khan and his girlfriends relationship ended. The genre of this video is love the audiences can see this through the use of lyrics saying 'pyar' meaning love and the icons that represent this are the photo of Imran Khan and the video playing at the backgroun which represents their close relationship. There is also the use of edits such as cut which enables the shots to flow quickly and to allow the audience to see what is happen on the date and what is happening to Imran Khan. Another edit used is a fade this is towards the end of the narrative where the girl finds out Imran khan has left this fade enables the audiences to see the girls reaction as she is seriously shocked that she's lost everthing.
What are the major themes of the narrative? What values/ideologies does it embody? There are a variety of themes used in the narratvie structure (Todorov- narrative structure). A hexample of theme used in this music video is the theme of love. The theme of love is as important as any other theme as it represents the idea of faithfullness. An example of this is at the beginning of the video were Imran Khan and his girlfriend are on the sofa were they are linking arms and her head wa on her shoulds. This connotes how their relationship is so stong and all lovey-dovey therefore the closeness also may be a sense of identification (Blumler and katz uses and gratification) as it can relate to the audiences viewing this as may remeber their past relationships. The theme of of love is demonstrated throughout the music video so that the audiences can see that even though she has cheated on him he still loved her a lot. Another major theme of the narrative is unfaithfulness which is clearly demonstrated by the actions of the girl- texting and dating and by the lyrics saying 'bewafa' which means unfaithfulness.
The music video has also used a variety of ideologies and values. An example of an value used is love. The value of love in this music video is brocken by the protagonists girlfriend as she has an affair with another guy. However, the value of love is still carried on by Imran Khan as he expresses how much lov he had and why she had done this to her. Another example of an value embodied in ths music video is the value of relationship. The audiences surely know that Imran Khan knows what the value of the relatiosnhip is as his anger and sadness connotes it all. However, the value of elationship is not greatly represented by the girl as she goes of with another guy but when she realises (todorov- narrative structure) that he's with another girl then she starts to know the value of love and goes back to Imran Khan but he's already left the relationship which again embodies the value of love. A example of an ideologie embodied in the music is hetrosexual relationship. This is embodied through the three different relationships going on in this music video. The first one is with Imrna Khan and his girlfiriend, Imran khans girlfirend and this other guy and finally when Imran Khans girlfriend and the man guy shes cheating with are having candle light dinner he recieves a call from Chantell which connotes that he is already in a relationship.
Genre
To which genre does the text belong?
This genre which this text belongs to is bhangra.
What are the major generic conventions within the text?
The major generic conventions within this text are the lyrics this is because in order for it to connote to the audience that it is a bhangra genre it has to use panjabi lyric which Imran Khan has used. These lyrics enables the Asian audiences to identify what the song will be about right at the stat as the lyrics enables them to idenitfy what genre the song is (Blumler and Katz- uses and gratfication). An example of the lyrics can be " Bewafa bewafa bewafa nikli hi tu" this clearly informs panjabis, pakistanis and sikh what genre the song is as they can all understand the lyrics due to being from maybe sharing the same norms and values. Another major convention in this text is the indian suit that the girl is wearing. An example of this is right at the beginning of the narrative the girl is wearing a blue kaftan kurta with pink lipstick which makes her look not like a typical indian or punjabi girl but makes her look prety and attractive. However, this has been a major generic convention within the text because it informs (Uses and gratification- Blumler and Katz) that this music video will be a punjabi genre with india combined in it.
What are the major iconographic features of the text? An example of a major iconograpghic feature of the text is the icon of the statue. This is a white statue of two people holding each other. This can connote how much the two people love each other and cannot live without eachother. Also, it can also be a indication of Imran khan and his girlfriends relationship that she's holding on to him but he will leave her due to what she's done. Another thing this icon can connote is love which is a major theme of this music video and can link to the beginning of the narrative when Imran khan and his girlfriend are linking arms this shows that this is how their relationship is so pure. However, this is broken by Imran Khan when he finds out that 2.14 seconds into the video to connote that their relationship is broken. Another major icon that plays an important role in the text is the letter in gold which says Imran Khan. The icon is firstly shown towards the beginning of the narrative and again towards the end of the narrative which connotes importance and something we should know what it is about. Because firstly, when Imran Khan picks it up at the beginning he makes a weird facial expression and lifts his eyebrow as if he is shocked, leaving the audiences to ask questions. However, towards the end when the girl comes back home with photos of her and her date on the floor this conveys that the letter was a major feature in the text. As Imran khan could of opened it straight at the beginning but he didn't as he wanted the audiences to continue watching.
What are the major generic themes? The main generic themes in this video is love, unfaithfulness and trust. This is because mostly punjabi songs which are based about love is usually linked to these of themes. The major generic theme is unfaithfulness happened in a panjabi relationship. An example of this is when Imran khan refers to the love values in his lyrics and how his girlfriend should follow these values, this directly tell the audiences that the genric theme of this song will be based about a love. Another major generic themes in this video is unfaithfullness an example can be when the girl is texting another guy this connotes the theme of 'bewafai' which is the key element of this song.
To what extent are the characters generically determined-to decide or settle? There are two main characters in this music video who are generically determined to a certain extent. An example can be the girl whos is generically determined as a panjabi girl to some extent. This is because at the start of the video she is wearing a blue kurtan and pink lipstick to match her sequences inside the panjabi kurta . This effect makes the audiences think that she is a typical sikh who has decided to follow the traitional norms and values of the asian community. However, this character changes her outfit which changes her character generically and makes her look more modern. An example can be in the middle of the narrative when she is going to meet another guy she is wearing a short, black lace dress which determines her charcter as being western as in panjabi culture they usually do not wear these type of short dress which leaves the audienes to think that she may be determined to be a panjabi that is more up-todate. On the other hand, Imran Khan is generically determined to a little extent. This is because he is wearing western clothes which connotes that he might be more western but his lyrics change the audiences view as it clearly connotes the genre- panjabi.
To what extent are the audience’s generic expectations of the text fulfilled or cheated by the text? Does the text conform to the characteristics of the genre, or does it treat them playfully or ironically?
The audiences generic expectations of the text are cheated by the text to a certain extent. An example of this is at the beginning of the narrative. Imran Khan is dressed in uraban clothes as he walks into his house which doesn't give any genric clues or expetations of what the music video is about because most Asian singers were urban lothes. However, the audiences generic expectations are cheated in the text due to the girl wearing a blue kurta which is like a indian top. This is because when she is on the sofa linking armsn with Imran the audience therefore get a clue that she is the typical one in this video who is representing or generically conveying the panjabi/ bhangra genre, but the audiences are cheated as in the middle of the narrative (Todorov) she is wearing a black dress. Which changes the audiences generic expectations as to what she is supposed to represent. The text does in a certain way confrom to the characteristics of the genre as it is a bhangra the protagonist is singing in punjabi which links directly with bhangra and the girls clothing also links with the bhangra genre. However, a oppostional reading (Stuart Hall) may argue that the text does conform to the charactersitics of the genre as it treats them playfully as the way the girl is dressed firstly creates a positive thinking for the asian community as they think she will not be the one that is the deciever or at fault. However, the text does treat them playfully as she is being dressed up in a short dressed which breaks the audiences postive though about her character and make them think that she is a player.
Does the text feature a star, a director, a writer etc who is strongly associated with the genre? What meanings and associations-group do they have?
Firstly,the text does feature a star who is strongly associated with the genre. Which in this case is Imran Khan a punjabi singer, Imran khan is strongly associated with this genre as he was raised in Netherlands but had pakistani parents from punjab. Therefore, in order to make punjabi music and the genre bhangra Imran Khan has used his pakistani style of features and combined it with his panjabi lyrics. Imran Khan is stronly associated with this genre as all his songs are in punjabi including some with English lyris which therefore strongly associates him with him being also a pop bhangra singer. Imran Khan has a lot of meanings in his songs however, as far as I know all his songs are about a girls and relationships which has deeper meanings as it can relate to the audience who have experienced some of the key things he talks about in his songs e.g. unfaithfullness from their partner etc (Blumler and Katz- Uses and gratification). Moreover, Imran Khan does not have any associations with any group as he himself is a successful individual as he is self-owned.
Media Institutions s
What is the institutional source of the text? The institutional source of the text is Prestige records.
In what ways has the text been influenced or shaped by the institution which produced it? The text has been shaped by the institiution that that has produced this song is by inputting real life themes which effect peoples life in today's society. Prestige records have used the themes of love in this song in order to link with Imran Khans other songs in his album 'Unforgettable.' It has also be influenced by Prestige records as all of his songs are linked directly with this record label.
Is the source a public service or commercial institution? What difference does this make to the text? This source is a public service. This makes a difference to the text because if it was a commercial institution then the single would only be advertised across a few platforms and would not be recognised by the community. Due to the source being a public service this makes a difference to the text because the souce can then be published publicly and can have more viewing than commercial institution. Also, if it is a public service this would reach to a larger number of audiences and make a difference to the text as more people will be viewing it.
Who owns and controls the institution concerned and does this matter? Prestige records is owned by Shahid Mazhar. This does not matter as Imran Khan and Shahid are from the same background which makes it easier to work along.
How has the text been distributed? This text has been distributed in many ways. A first example of how this text has been distributed is through the Asian music channel Brit Asia. This is a common music channel where punjabi music is released. Therefore, distributing this text on amusic channel which has so many viewers watching it daily makes it easier to identify with (Blumler and Katz-uses and gratification) later on either on web, magazines or on the radio. Another example of how this text has been distributed is through the use of Club Asian radio station. This is again a very well known radio station for the asian community where a variety of genre of musics are played. Therefore, distributing Imran Khans music here was a good way of letting fans know that the new track has been released. Finally, another way this text has been distributed is through the well known lean forward media 'The Internet' (Social networks) using Facebook and Twitter has enabled people to upload Imran Khans video so it can spread globally (Mcluhan) like a viral which makes it easier for fans to be informed again. Having a Bewafa and Imran Khan homepage is another place where the text has been distributed making it sell more albums.
Media Values and Ideology
What are the major values, ideologies and assumptions underpinning the text or naturalised within it? The major values in this text are that about love. An example of this is throughout the whole video the theme of love and how love should have value in society and among each other. Another value in this text is that the value of relationships and how couple should respect there realtionship by not being unfaithfull to each other. On the other hand, the major ideologies that this text naturalises is the hetreosexual relationsip withing the male and female. An example of this is at the beginning when Imran Khan and his girlfriend are sitting close to each other this connotes that they are both n some sort of relationship.
What criteria have been used for selecting the content presented?
Media Audiences
To whom is the text addressed? What is the target audience? (Demographics, Psychographics) This text is primarily address to those who are in love but have been hurt by there partners (ages betweeen 16-30 years old).This is because they can relate to the characters in the video by their personal situation and by their clothes as a sense of identification (Uses and gratification Blumler and Katz). An example can be the urban hat and the baggy jeans and sunglasses. On the other hand, the secondary target audiences for this text is adults who have experienced this, this can be either in their marital status of being singe or maried this is because the situation can happen if your are married or dating. The demograpghics for this text is E, D, C2, C1, B and A because it doesn't matter what class your in as unfaithfulness can happen whenever and to who ever regadless of your social class. On the other hand, the psychograpghics (Theorist Young and Rubicam) for this text is Aspirier this is because Imran Khan himself is dressed in such way that connotes to the audience that he is materialistic. His house at the beginning of the video and him taking his girlfriend for shopping with branded items makes this text appeal to audiences who are materialistic and are intersted in fashion.
What assumptions about the audience’s characteristics are implicit within the text? feature or quality belonging typically to a person, place, or thing and serving to identify it.The video has used many assumptions about the audience's characteristics which are implicted within this text and can be idenitifed with the audiences (Uses and gratification- Blumler and Katz). An example of an quality used to a person is the masculine facial expression that Imran Khan is making. This is at the beginning of the narrative structure at 0.19 seconds into the music video were Imran Khan is home from outside and recieves a letter which changes his mood(Todorov- narrative structure). The type of facial expression he makes can link straight to the male audiences as the anger face and narrow eyes are a typical feature they would make if they found out they are being cheated on. Another example of a assumption about the audience's characteristic that are implicited within this text are Imran Khans clothes. This is implicted at the beginning of the text and towards the ending of the text were Imran Khan is wearing typical gangster clothes in order to be easily identified with today's younger generations. Moreover, another assumption about the audience's characteriestics can be implicted within this text by being able to identify with the person. An example can be when Imran Khan is lying in his bed with no top this is a characterisitic which is easily idneified with males as some go to bed with their tops of.
What assumptions about the audience are implicit-implied in the text’s scheduling or positioning?
In what conditions is the audience likely to receive the text? Does this impact upon the formal characteristics of the text? The conditions the audiences are likey to recieve the text is postively at the beginning of the narrative structure (Todorov- narrative structure). This is because the way Imran Khan walks in casually has an impact upon the formal charaterisitics of the text as it foreshadows the rest of the video being postive. However, the lyrics and Imran Khans direct mode of address makes the audiences recieve the text in a negative way as the way Imran Khan is explaining to the audiences and to the girl why she did this to him has a huge impact upon the formal characteristics of the text because it destroys the postive equilibrium at the beginning of the text this is because at the beginning the postive music beat combined with the way Imran Khan is walking casually connotes that everything seems fine.
What do you know or can you assume about the likely size and constituency of the audience?
I personally can assume that there is a variety of different sizes and constituency of the audiences that may watch this text. Firstly, a large amount of audiences aged between 16- 30year olds of any race mostly Asians as primary audiences may watch this text as they may be able to identify with the situation which Imran Khan and his girlfriend are in. The secondary audience for this text may be people who are in the marital statues of being single or about to go into a relationship as it can give them a warning about what flaws some relationships can have similar dilemma's. However, a niche audiences such as 40-50 year olds may watch this video because they may have experienced this or are waching for escapism (Uses and gratification Blumler and Katz). On the other hand, some audiences such as girls for social interaction. An example of it can be about the girl some teenage girl may have social interactions for why Imran Khan couldn't choose someone else to be casted in this video.
What are the probable and possible audience readings of the text? For this music video there are a range of different audience readings for this text this includes both preffered and oppositional readings which is argued by Staurt Hall. Firstly, the probable (prefered reading) audiences reading of the text is that they think the obiouse is that the girl is cheating on the boy and she ends up regretting. However, a possible reading of the text is that not every guy cheats it's also girls it can be the girls fault too. Another possible reading of this text could be that the girl cheated on the guy maybe because he cheated on her so therefore she's taking revenge back on him by being unfaithfull too.
What are the audience pleasures, uses or gratifications? (Refer to theory). Blumler and Katz (Uses and Gratification) will argue that there are many audience pleasures, uses and gratifications that can be found in this video. An example of an pleasure found in this video is by looking at Imran Khan himself may make some female audience have voyeriusm as they may find him good looking or hot. On the other hand, a example of gatification gained from the uses and gatifications theory is informed and identification. An example of audiences being informed is when audiences realises that it's not guys that come out to be unfaithfull but it's also women. Therefore, this informs the audiences to be careful of what happens in their relationship. A example of identification is with the Punjabi clothe the girls wearing and the theme of unfaithfulness. The punjabi kurta can enable the Asian audiences to recognise with it and be more confortable around the text as they can easily identify it than the white or black ethnic background. However, the theme of love is another identification in this video which is easily idenitifed as some of the audiencec viewing this text could of experienced this before. Another pleasure (Uses and gratification- Blumler and Katz) audiences can gain from this text is looking at the girl when she is on a date with another guy. The male gaze may look at her for voyeriusm (Laura Mulvey) as they may find her attractive or pretty.
How do you, as an audience member, read and evaluate the text? To what extent is your reading and evaluation influenced by your age, gender, background etc? As an audience I read this text and understand it due to the background I'm from. Asian ethnicity enables me to understand what Imran Khan is trying to inform the audience about relatioships. Also, as I am 17 years old relationships are common in a teenagers life therefore, knowing about relationships makes it easier for us to understand what is happening in the text. Moreover, as an audience the reading of this text is influenced by the gender I am in, being a female and reading this as a preffered reading (Stuart Hall) this video doesn't make me sympathise a lot as it is normally males who are the unfaithfull ones. On the other hand, if I had read this text from a male perspective then my reading would have been unbiased as I would support the male due to what gender I am and can understand his problem (Imran Khan's). This video has both postive things about it and negative. The positive thing is that it had used a good narrative structure (Narrative structure- Todorov) however, the negative reading of this text is that it did not use a variety of shots or video transitions which made the text a bit boring.
Imran Khan Bewafa Reviews
BBC REVIEW:
http://www.bbc.co.uk/music/artists/ea4c3e59-f2bc-4880-942e-fbeaa64d8573
"Gained an army of fans with just one song."
" Successfully creating a distinctive sound with help from Turkish producers Eren E and Hakan Ozan.
"Khan has dared to be different by stepping out of the Bhangra box. "
MY OPINION
Imran Khan- unforgettable album cover
Theories that link with Imran Khan's song Bewafa:
Uses and gratification Blumler and Katz theory- Inform, identification, social interaction, educate and escapism.
Young and Rubicam- pyschograpghics
Socio-economic
Male gaze (Laura Mulvey)
Enigma (Barthes)
Perkins (Some stereotypes can become true)
Todorov (Narrative structure)
Enables the audiences to see the making of the video and how much work it took Imran Khan and his group to make this video.
