Rick Altman
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| Rick Altman |
Rick Altman states that there are three types of genre pleasures. Each one of these are Visceral pleasure, Intellectual pleasure and Emotional pleasure.
Visceral - The first pleasure is Visceral which is the videos stylistic construction that triggers a physical effect upon the viewers. For example, feeling sick.
Intellectual - Intellectual pleasure is experienced through the mind. Things such as puzzles create mystery which stimulates the mind. This pleasure is created through trying to uncover the plot and make sense of the narrative during a music video.
Emotional - Emotional pleasure is when the video creates a strong audience response which creates uncontrollable emotions.
A good rap artist to analysis Rick Altman's three genre pleasures is Eminem as he always tells a story through lyrics and the camera and therefore, its easy to identify the three pleasures of Rick Altman's theory. Today, we are going to be analysing Eminem's song called "Not Afraid".
Eminem - Not afraid - music video
Visceral pleasure in the video - In the music video, a very strong and powerful story is told of struggle and how to overcome it. This creates very powerful emotions which can trigger physical effects for the viewers such as being motivated and acting upon that. This effect is mainly told through the use of lyrics, as well as visuals like the storm, as it is used to imply messages about poverty, and people from the same background as Eminem can relate to this. This is also part of Richard Dyers theory where he talks about Stars being represented as "real people", as this allows the spectator to connect more with the artist. For example, the lyrics "Yeah, it's been a ride I guess I had to, go to that place, to get to this one Now some of you, might still be in that place if your trying to get out, just follow me I'll get you there" This lyric states the start of our journey with eminem himself.
Intellectual pleasure in the video - This is a key concept during this music video as it contains a strong plot, thats about the struggles of life (Especially his life) and the ideologies behind it. This is shown through the storm (mise-en-scene) during the video, as it expresses difficulties about living in poverty struck area. Therefore, viewers will find it interesting to uncover the messages behind it and start to understand the story behind Eminem, and the messages and values he is trying the express during the music video. Eminem portrays his messages in an unconventional way compared to others in the rap industry. Typically, rappers would include cinematography of poverty, for example, area's of Detroit. This is not the case with Eminem's work, as he includes the same messages, but with subtle techniques, that symbolise themes of poverty instead of implying it directly to the spectator. This is created through the performance and narrative of the video, which eminem tells a story through acting and his lyrics.
Emotional pleasure in the video - This pleasure comes from mainly being able to relate to the viewers as the emotions that the video creates will effect the viewer in a deeper and more powerful way. Eminem puts across emotions of fear, desire and determination that help build on the message of overcoming challenges and the struggles that not so fortunate people might have to deal with on a day to day basis. These messages, are shown through lyrics, and miss-en-scene. The lyrics "yeah, it's been a ride I guess I had to, go to that place, to get to this one Now some of you, might still be in that place if your trying to get out, just follow me I'll get you there". This could create intense emotions to the E1/D2 spectators, as they could have experienced similar situations to what Eminem is talking about, therefore, will feel more moved and engaged to what Eminem is saying in his lyrics.
What I have learnt so far
I have learnt about Rick Altman's theory and the three types of pleasures he states in the theory. I can now start to think how I will embed this theory into our music video to help create these three different genre pleasures for the viewers. This is best done when the material can relate to a person/ the viewers as they can understand the idea's and messages we are producing.
Intellectual pleasure in the video - This is a key concept during this music video as it contains a strong plot, thats about the struggles of life (Especially his life) and the ideologies behind it. This is shown through the storm (mise-en-scene) during the video, as it expresses difficulties about living in poverty struck area. Therefore, viewers will find it interesting to uncover the messages behind it and start to understand the story behind Eminem, and the messages and values he is trying the express during the music video. Eminem portrays his messages in an unconventional way compared to others in the rap industry. Typically, rappers would include cinematography of poverty, for example, area's of Detroit. This is not the case with Eminem's work, as he includes the same messages, but with subtle techniques, that symbolise themes of poverty instead of implying it directly to the spectator. This is created through the performance and narrative of the video, which eminem tells a story through acting and his lyrics.
Emotional pleasure in the video - This pleasure comes from mainly being able to relate to the viewers as the emotions that the video creates will effect the viewer in a deeper and more powerful way. Eminem puts across emotions of fear, desire and determination that help build on the message of overcoming challenges and the struggles that not so fortunate people might have to deal with on a day to day basis. These messages, are shown through lyrics, and miss-en-scene. The lyrics "yeah, it's been a ride I guess I had to, go to that place, to get to this one Now some of you, might still be in that place if your trying to get out, just follow me I'll get you there". This could create intense emotions to the E1/D2 spectators, as they could have experienced similar situations to what Eminem is talking about, therefore, will feel more moved and engaged to what Eminem is saying in his lyrics.
What I have learnt so far
I have learnt about Rick Altman's theory and the three types of pleasures he states in the theory. I can now start to think how I will embed this theory into our music video to help create these three different genre pleasures for the viewers. This is best done when the material can relate to a person/ the viewers as they can understand the idea's and messages we are producing.
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