Group Summary of Research Findings

Form

Music Video
Generic codes and conventions we found in all pop rock music videos are as follows;
Stock settings- teenage ‘hangouts’ e.g. parties, high school, parks/skateparks, etc. Often outdoors connoting freedom. Band play in same settings as characters in videos establishing connection with audience. (e.g. New Found Glory in the ‘Kiss Me’ video play in the park with other characters)
Costume- both band and characters in videos wear casual clothing that is relatable to youth e.g. hoodies, shorts, graphic t-shirts. E.g. lead singer from Paramore wears graphic t-shirts and studded belts
Stock props- mobile phones, skateboards, alcohol, cigarettes, CD players: relatable to teenagers. For example, Jesus of Suburbia by Green Day entails images of cigarettes and alcohol. All of these props are iconic to teenage life and thus reinforce stereotypes of 'rebellious' youth
Storyline- follows a storyline involving teenage issues of love and relationships, acts of rebellion e.g. graffiti, smoking, drinking
Editing- fast-paced in order to be parallel with the mood and tone of the song. Especially during shots of the band playing and choruses, fast-paced straight cuts are used. Wipes and split screens used to connote relationships between characters.
Camera shots- Close-ups of instruments and main singers who are often framed in a low angle shot giving them star status e.g. lead singer of Paramore, long shots of crowds of teenagers connoting a sense of freedom e.g. in New Found Glory’s Kiss Me.
Camera movements- Rolling camera movements, fast paced pans of band playing. Zooms in on instruments, zooms in and out whilst band is playing creating an exciting atmosphere.
High key lighting used throughout to connote a light-hearted feel.

Magazine Posters
Generic codes and conventions we found in all pop rock magazine advertisements are as follows;
Band name and title is in bold, capitalised font in order to grab the attention of the audience and make the album title more memorable
An image of the album or similar artwork from the album is used
Persuasive subtitles include the release date, the singles included, information on the album and extracts from reviews
Website and record label given in small print at the bottom of advert
Bright colours such as red, yellow and blue are used to suggest light-hearted mood of album and so audience can identify pop rock genre
Image stands out through colour or detail, grab the audiences’ attention


CD Covers
Generic codes and conventions we found in all pop rock album covers are as follows;
Image of band/artist is focal point of cover; looking directly at camera to establish audience connection. Facial expressions are happy, loud, and suggestive to engage teenage audience.
Costume and make-up of artists is youthful and casual, used to relate to audience and connote laid-back nature of bands, e.g. t-shirts, shorts, sideways caps. Bright hair colours on female artists challenge convention.
Use of comic strip codes e.g. cartoon images, bright colours, motion lines and word balloons create a fun, quirky mood engaging target audience e.g. Green Day’s Kerplunk and blink-182’s The Mark, Tom and Travis show.
Colour codes; bold, primary colours such as red, blue and yellow create a fun and energetic mood to the covers. Often black and red is used to connote rebellion and anarchy conventional to rock music e.g. Paramore’s ‘Riot!’
Layout of album cover- the band names are at the top of the cover, the background is very detailed or bright connoting a sense of anarchy and rebellion to engage teenage audience.
Language of album titles: one word that has an impact, e.g. Riot!, Kerplunk.

Target Audience

We found from our audience research information on our target audience for our pop rock artist and their products.
Demographic Information
Age: 15-19
Occupation: Student
Gender: Both
Psychographic Information
Hobbies and interests include gigs, socializing, TV.

Therefore the uses and gratifications theory applies; the audience identify with the young characters and activities such as parties depicted in the video.

Institutional Context

Record Label

• Interscope have signed many successful pop rock bands including blink-182, No Doubt and The All-American Rejects
• Kung Fu records are a smaller independent label who have signed MxPx and The Ataris
• Island Records have signed successful British acts such as McFly and Keane, as well as hugely successful American acts The Killers and Fall Out Boy

Music TV

• Kerrang! TV broadcasts mainly pop-punk/skate punk videos
• Chart show channels, e.g. 4Music which broadcasts programmes such as Hit40UK.
• Uses and gratifications: social interaction theory applies as young audience follow and discuss chart music.