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Media Studies A-level Lesson 2

Component 1 Is Beyonce anti-feminist?


Section A
Music Video

Key Terms:

Polysemy: The idea that media texts can be read and interpreted differently by
different people. Your interpretation of a media text could depend on aspects such as
your age, gender, ethnicity, religious, political ideologies, location, and so on.

Symbolic codes: The visual codes within a media text that create meaning or suggest
particular connotations. This includes elements of mise-en-scene including: props,
costume, set design, body language and facial expression, colour, and lighting.

Technical codes: The way equipment is used to create meaning in a media text i.e.
camerawork. Camera framing is carefully constructed to create particular ideas and
meanings.

Intertextuality: When a media text refers to another text, though not necessarily
another media text.

Juxtaposed: When two images are contrasted to create particular meaning.

Denotation: The literal meaning of a sign i.e. describing what you can see

Connotation: The hidden meaning of a sign. For example, a red rose connotes love and
romance, but to some people might also connote the Labour Party. A person’s
interpretation is individual to their own context.

Cultural hegemony: the domination of a culturally diverse society by the ruling class
who manipulate the culture of that society – the beliefs, values, and ideologies. The view
of the ruling class becomes the norm.

Activity 1

Compare and contrast the two Beyonce music videos ‘Partition’ and ‘Sorry’.

How has the director used the symbolic and technical codes to create meaning in each?

Partition:

denotation connotation
set design
costume
props

Name:
Date:
Media Studies A-level Lesson 2
Component 1 Is Beyonce anti-feminist?
Section A
Music Video
body
language/performance
facial
expression/performance
colour
lighting
camera angles
camera distance
camera movement

Sorry

denotation connotation
set design
costume
props
body
language/performance
facial
expression/performance
colour
lighting
camera angles
camera distance
camera movement

Activity 2:

Analysis and evaluation:

 What messages about gender and race does Beyonce convey in these two videos?
 How is intertextuality used in each video to create meaning?
 What binary opposites does Beyonce use to create a complex star image that
appeals to a wide audience?
 In what ways does Beyonce challenge or reinforce stereotypical representations
of women, and of women of colour?

Independent Study Tasks

1. Read: Curriculum Press no. 12 Introduction to Semiology


2. Read: http://www.bellhooksinstitute.com/blog/2016/5/9/moving-beyond-pain

Name:
Date:
Media Studies A-level Lesson 2
Component 1 Is Beyonce anti-feminist?
Section A
Music Video

Name:
Date: