Research - Combining Theorists

After looking into: Andrew Goodwin, Laura Maulvey and Carole Vernalis, I thought I would analyse a music video which was relevant to all three theorists. Just to recap:

- Andrew Goodwin argues that traditional narrative analyses doesn't apply to music videos.
- Laura Mulvey argues that in a patriarchal society, women are looked upon by the majority of heterosexual males as objects, reluctantly accepting this. As a result women are seen as victims of men's fantasies. 
- Carole Vernalis observes that edits in music videos are a lot more frequent than in film.

Considering Mulvey's theory is harder to find in music videos than the other two, I thought I'd look at another 50 Cent video, this time 'Candy Shop'. This video is a provocative as it gets; with women being presented in bikinis, making phallic symbols and dropping down low, any heterosexual viewer will find themselves enticed. This video displays Goodwin's theory of 'amplification' - the video matches the lyrics almost exactly. The term 'Candy Shop' is being derived as a colloquialism for whore house. Looking into Vernalis' theory, editing is faster than it would be for a film and there is no exception for this video: Jump cuts are used whilst 50's running up the stairs to make action appear seamless. Also, the track's beat is almost in sync following a pattern of 3 edits per 3 second loop. And the final thing I noticed was an obvious edit (50 Cent's shirt being 'whipped off'). Overall, this is something I would not like to replicate for my own coursework, in fact, I don't intend to do anything that might associate my video to Mulvey's theory. However, I'd like to make my video similar to this in terms of amplification. Though jump cuts and fast-paced editing is vital for a good piece of film, I would like to avoid using SFX as I'm not confident enough with Final Cut Pro to do so.

SFX of shirt being whipped off