Indie Kids Subculture

WHAT IS INDIE?

"Indie" stands for "Independent". The late teens to mid twenties kids mainly all share a common love for the arts and music. But they are opposite to mainstream in terms of their personality, style, dress sense, etc. They listen to many bands most people haven't heard of and tend to dress however they want, creating trends themselves. 

Indie kids are often seen in art gallery, underground clubs and vintage shops, and they like mixing lots of styles found in these shops. They tend to be open minded as well as opinionated and are curious for new ideas in all art fields mainly music.

They tend to wear warm neutral tones as opposed to black, as well as light fabrics, almost simular to the 

hippie style.

 They listen to Indie and Alternative music, and are considerate the "hot"nerds.  Indie kids are the new generation of nerd but the "cool nerd" version because they embrace the awkwardness.  An example is the way they have made the big dorky glasses a fashion statement rather than something people would laugh at.  Indie kids are often very sharp and very quickwitted.  They tend to listen to bands from back as early as the 1960s. Typical indie kid bands include The Beatles, Bright Eyes, The Shop Assistants, The Long Blondes, The Rascals,The Shangri Las and The Who.

Indie kids wear clothes from second hand shops, have an unfounded fascination in things like cassette tapes and vinyl, and often wear thick rimmed glasses and a little hint of 60's.

CCCS Research Task

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The understanding of how different sub cultures have come apart and the meaning behind why it took place will influence my final product.  This is because if my chosen music artist comes from a subculture, I will be aware on how to target them to a specific audience.

Music Timeline

We created a music timeline which gave us a broad knowledge and understanding of the music industry and the type of genres that were popular then, the artists which were around etc.  We was able to see how there have been changes over years in fashion, music, style etc.  

Richard Dyer - Star Theory

We looked at a theorist called Richard Dyer, and examined his idea of the 'Star Theory'. The four parts of this theory focused on Constructions, Industry and Audience, Ideology & Culture, and Character & Personality.

Constructions - Stars are artificial images despite the fact that they are illustrated as 'real people'. A unique selling point helps their image as it makes them a more memorable artist. Therefore audiences are more likely to copy them or imitate them.

Their image is usually constructed through the media (advertising, magazines etc).  This has been stated, however some record companies don't understand the full process resulting in the failure of some artists.  Dyer suggested that TV shows such as The X Factor - subtract the longevity of some artists.  

Industry's and the Audience - Their main purpose is to make profit rather than statements, so institutions often sign artists who are alike other famous artists, as they know audiences will like them. However this does lead to a down fall in creativity and audiences don't want to spend money on blandness.  Some Star's can also be deemed opinion leader's and create a culture.  An example of this is Lady Gaga.  Her image is formed to to target people who like being unique, different and against following the latest fashion trend in the mainstream.  This enhances her 'star quality' as an artist.  

A criticism against the 'Star Theory' is that Star's tend to lose longevity because they fail to develop or sustain their image.  Also, other new and upcoming stars who are similar to them, distract the audiences attention.




Learning about Dyers Star Theory I was able to gain knowledge on how artists present themselves in a particular way.  This is helpful as I am aware of how i will market my artist.  I could then apply my knowledge and understanding about Dyer's Star Theory to my music artist, and present my him in a particular way.

Arguments FOR and AGAINST of why female models are used in music videos

Reasons for why Females are used in Music Videos on Prezi

Music Video Analysis - Berger's Ideas

We analysed a music video by Eric Prydz called 'Call on me', we analysed this according to Berger's ideas and views.  Below is the music video we analysed:





- The females in the music video are objectified as they are half naked/very revealing and are dancing in a sexual way.  However, this point can be argued as the women are embracing their sexuality and showing confidence in what they are doing.  


- According to Berger's ideas, this music video offers 'Scopophilia' as the male viewer may gain pleasure by looking at the female dancers, who are also dressed quite sexually. 


- This music video can be seen as 'soft porn' as the female dancers are seen thrusting their bodies and biting their lips, which connotes sex.

- The male dancer in the music video does not seem distracted by all the females in the aerobics class, instead he is gazing and shows interest in the leader of the class.


- We see constant zoom in shots of the females bodies and specific body parts.  This emphasizes the point that they are just sex objects. 


Eroticization is taking place in this music video, this is when you present something in a sexual way.  In this case an activity such as aerobics has been sexualized. This has been done by the way they have the females dressed very revealing, their movements and their facial expressions.  

Example: Nelly - 'Tip Drill'

Feminist analysis on the music video
There are women wearing chains that have the ‘Derrty entertainment’ pendants. ‘Derrty entertainment’ is a record label owned by Nelly. This therefore could show that Nelly has ‘’branded’’ the women with the ‘Derrty entertainment’’ pendant to show that the women he possesses the women, like the way he posses the record label. This could send the message that it is acceptable for men to stake a claim to a woman as if they own them like property. This could make men believe they can try to own women. And could also make women believe that it is acceptable to be seen as another man’s ‘’property’’.

Near the end of the video Nelly slides a credit card between a woman’s buttocks. The credit card sliding between the woman’s buttocks could represent a cash transaction, such as those that occur in shops. This could show that Nelly believes that you can ‘’buy’’ a woman with money or material possessions. This therefore shows women to be passive as it shows they are willing to be controlled by any man who is able to offer them enough material wealth. It can therefore make men believe that is acceptable to try and ‘’buy’’ a woman using money.

In the video the male rappers throw money around and at women. This therefore shows that the male rappers are willing to pay money for the women to keep dancing and performing. This shows that the rappers can ‘’buy’’ the women and make them perform for their pleasure. This therefore may make men think that they can ‘’buy’’ women. And it may also make women think that all they need to do to become financially successful is appeal to a male libido. This therefore discourages women from using other skills such as intelligence to become financial successful.

There are rapid cuts between many different close ups of different women’s bodies. However the camera shot of the rappers faces do not cut as rapidly. This is means the male audience can only see the women’s bodies and cannot see their faces; therefore they can’t emote with the women. This encourages the male audience to objectify the women in the video as the inability to emote with the women dehumanises the women in the video. Also the fast cut rate between close ups of women’s bodies means we cannot see each woman properly. This means the women are not valued for their attributes but rather are valued for quick glimpses of their beauty. This dehumanises the women and portrays them as objects to be looked at. Also as the camera shots of the rappers faces are longer than the camera shots on the women’s bodies. It means the men are more important than the women, as we can emote and see the rappers as individuals. Whereas we can’t emote with the women or see them as individuals, as the close ups are impersonal and do not allow us to see each woman as an individual as we just see quick close ups of various women’s body parts but not see individual women.

Post-feminist analysis on the music video

The women use the men’s sexual desires to their advantage. The women perform for the men in order to appeal to the male’s libido and get the male rappers money. This could empower women and show them that they can use male’s sexual desires against them in order to take advantage of men.

The video is so fantastical and unrealistic that there is no risk of male audience members being able to narcissistically identify with the rappers. This is because the video is so unrealistic that no male will be able to believe they could behave like the rappers in the video. However male audience members could aspire to be like the rappers as the male audience members could want to be as sexually successful as the rappers.

Should the video be regulated?

I believe the video should be regulated. This is because the video is extremely explicit and so would not be appropriate for an audience under the age of 18. I do not think that the video should be censored but rather it should be only played on television after the watershed, as then all children should be asleep and so would not be able to view this explicit video.

Example: Fountains of Wayne - 'Stacy's Mom'

We watched a music video called 'Stacy's Mom' and analysed it from a Feminist and Post-Feminist view and looked at how it sends different messages and opinions about women





Feminist Analysis


Mulveys - Voyeuristic Objectification- Male audience will feel pleasure by looking at Stacy's mom.  

The camera shots guides us to look at her body - above is an example of when Voyeuristic Objectification takes place.


Below is another example of Voyeuristic Objectification as the shots of the mom's skirt are showing us what the boy is seeing through his eyes.

Cultivation Theory - We see the mother as a sex object throughout the video, even when she is cleaning up in the kitchen, it still focused on how good she is looking. Below is an example of this from the music video.

Post-Feminist Analysis

Men are victims of their own desire, weakens them and gives women power over them.  An example of this from the music video is that the mom is not trying to impress the boy, its just his own desires and feelings for her.  

Therefore it is not degrading women-not realist, just entertainment and comedy that a young boy fancies the mother - who is much older - and not the actual girl.  Above is an example of this.

Narcissistic Identification 

- The audience would not want to be like the boy in the music video as he gets caught masturbating which is embarrassing and uncomfortable

- Also, the woman is living her ordinary, everyday life, however the boy just fancies her.

Personal Opinion: Is this music video Sexist? Dangers? Censorship/Regulation? - Restricted scheduling? Banned?, Where?, How?

I don't think this music video should be banned, as it is suppose to be funny and people should realise that, people shouldn't be sexist about it.  In my opinion, this music video should be shown after 6/7pm just because of the sexual imagery of the mother, as i don't think it would be suitable for a young child aged 10 and under.  

Dangers - The main danger of this music video is that it may put pressure on girl to look like 'Stacy's mom' and conform to ideas of 'sexiness'.  However some women may realise its a funny music video so they may find it funny and not desire to conform.  

Degrading to Women - When the mum is pole dancing it portrays women as servants, 'whore', strippers.  They are exploited but made 'sexy'

Example: Casino Royale

We watched the a clip from the film Casino Royale.  It was the sea scene where we see Daniel Craig coming out of the ocean.  After watching the clip we tried to apply some of Mulvey's ideas.

Voyeuristic Objectification

- Sexual pleasure by looking at his body -> the camera guides us to look at his body 

- The camera shot is as if we are looking at him through the female characters eyes

Narcissistic Identification

- Men may look at him and think they could be the same

'James Bond is a male and so am I, therefore I can do that and be like him'

What are feminist views of how women and sex is portrayed in the Media?

Cultivation Theory - If you keep seeing something repeatedly, you begin to believe these messages.  For example we see women as sex objects and thats how they are treated.  

Encourages sexist views in men, i.e/ reduces all real womens potential down to sexuality; spoils male-female relationships ->ideas, feelings, skills etc.

Hypodermic Theory - Media injects you with it, you see it and you instantly believe it.  So, for example men see it, so they treat women that way.  Men are portrayed as powerful (and are not sexually objectified) compared to sexually passive women (music videos)

Post-feminist views 

- Disagree's with feminist assumption that women are victims of male desire, and being desired is degrading for women.  

- Instead men are victims of their own desire.  Weakens them and gives women power over them.  

- Women are being empowered, have their own choice, they should use their sexuality to control men, make money.

- Sexual experience should be celebrated by women (instead of fearing they are being 'used')

- This encourages women to think of themselves only as sex objects, rather than being able to make a bigger contribution to society.

Mulvey

Mulvey's three main ideas:


Voyeurism Objectification - Pleasure gained from looking at passive, objectified characters. This is because it creates a sense of sexual power.
'Voyeurism' - They don't know they are being watched


Narcissistic Identification - Male viewer sees a male character who they aspire to be like, but identity with enough to feel temporarily powerful. They get pleasure by looking at someone simular to them.


Fetishisation - When a strong (potentially threatening) women is sexualised in order to make the audience feel less insecure.


Mulvey only talked about male spectators looking at passive women/active men. We can still used her ideas to understand how female spectators get pleasure from films too.


Mulvey's three main ideas enabled me to udnerstand how a majority of the audience react to media texts when these ideas are applied.  Learning these ideas, I was more aware of audiences and therefore I could apply these ideas to my final outcome.

Berger

What messages about women are being sent by paintings and photographs of women?


- Women are sex objects
- Women are passive (powerless) and dominated easily
- Women look like their utilized -dehumanised
- Women are shown as vulnerable
- Women are exposed/vulnerable/helpless/naked -> Illusion of 'ownership'-> Appealed to libido


Why does - according to Berger - a male audience like these messages?


- Males felt they could own women
- Scopophilia - pleasure of looking at someone else's body
- Men thought they were a dominant gender - Power
- 'Death-drive' - power over another -> Thanatos


Learning about Bergers ideas and how men like the messages that are sent about women, I was able to understand how I could target the male audience when creating my final music video.  I could even fulfil Berger's ideas about women in my music video if I feel it suits my chosen genre.

Genie in a Bottle by Christina Aguilera in the Genre 'Heavy Metal'

Below is a video of my finalised music video: