Analysis - Conventions, style, techniques research - Major & Minor Tasks
- Feb 26
- 5 min read
Updated: Mar 1
FOR MAJOR TASK:
Textual Analysis 1 - Calvin Harris - Summer
I chose this music video because it is a strong example of a contemporary dance-pop video that uses coastal imagery to communicate freedom and nostalgia. The conventions include fast-paced editing, performance shots of the artist and beach/ road visuals. The beach environment is used to create a sense of openness, which reflects the energetic tone of the song.
In terms of representation, the denotation shows young people driving, dancing and spending time near the coast. Connotatively, these visuals symbolise carefree youth and adventure. The repeated imagery of open landscapes reinforces themes of freedom and temporary romance, which could be associated with summer settings.
The target audience is primarily teenagers and young adults who engage with mainstream pop and dance music.
The genre is dance-pop, demonstrated through upbeat pacing and vibrant colour grading. The quick editing style and cuts align closely with the beat, which is a typical convention of electronic pop videos.
From a uses and gratifications perspective, the audience gains entertainment, as the visuals present an idealised version of summer experiences. Viewers may also experience personal identification with the themes of relationships and nostalgia.
For my own project, I would adopt the use of natural coastal locations and the idea of linking visuals closely to the mood of the music. However, I would avoid the very fast editing style, as I want my video to feel calmer and more reflective.
Textual Analysis 2 - Dua Lipa - New Rules
Although primarily set around a hotel, this video incorporates strong seaside imagery that contributes to its visual identity. The conventions include stylised choreography, cohesive colour palettes and a balance between narrative and performance. The beach scenes provide contrast to the interior shots and help create a sense of space and atmosphere.
Denotatively, the video shows a group of women supporting each other near a coastal location. Connotatively, the seaside setting symbolises emotional release, reinforcing the song’s message about independence and empowerment.
The target audience is largely young women and mainstream pop listeners.
The genre is contemporary pop, shown through cinematography, choreography and branding through colour and costume. The combination of narrative elements and performance is a common convention in pop music videos, as it keeps viewers more engaged.
Audiences gain personal identity reinforcement, as the video promotes themes of confidence and independence.
For my own video, I would take inspiration from the cohesive colour palette and the use of location to enhance mood. However, I would not include complex choreography, as I want the focus to remain on natural performance.
Textual Analysis 3 (Contrasting) - Kendrick Lamar - Humble
This video provides a clear contrast because it relies on striking rapid stylistic changes rather than a consistent natural setting. The conventions include bold lighting contrasts and studio-based mise-en-scène.
Denotatively, the video presents a series of performance shots. Connotatively, these images represent power, control, and social commentary, with strong symbolic references throughout. Unlike beach-set videos, the focus is on visual impact rather than atmosphere.
The genre is hip-hop, demonstrated through urban aesthetics, and emphasis on visual symbolism. The editing style is sharp and dynamic, matching the intensity of the track.
Audiences gain intellectual engagement and visual stimulation, as the video invites interpretation rather than emotional immersion.
For my project, I would avoid the heavy symbolism, fast visual changes, and studio-based setting, as these would not align with the calm tone I want to create.
FOR MINOR TASKS:
Analysis 1 - Digipak - Harry Styles - Fine Line
The digipak follows key pop conventions such as a strong central portrait, soft colour palette and minimal typography. The layout is clean, allowing the artist’s image to remain the focal point. Inside panels typically include lyrics and additional photography, which is a standard feature of contemporary album packaging as it builds a cohesive visual identity.
Denotatively, the digipak shows the artist in a stylised pose with pastel tones. Connotatively, the soft colours and simple composition suggest authenticity and emotional openness, aligning with the tone of the music. The imagery communicates intimacy, which is a common representation strategy in pop marketing.
The genre conveyed is contemporary pop, shown through the clean layout and fashion styling. The simplicity allows the artist’s persona to remain central, which is typical of pop digipaks.
For my own production, I would use the minimal layout and cohesive colour palette because they create a professional and recognisable look. I would avoid overly stylised or abstract imagery.
Analysis 2 - Digipak - Lana Del Rey - Norman F***ing Rockwell!
This digipak uses a cinematic visual style with a bold typography. A key convention here is the use of narrative imagery, where the cover looks almost like a film still. The design integrates text with imagery rather than separating them, creating a more artistic feel.
Denotatively, the cover shows the artist on a boat against a dramatic sky. Connotatively, the imagery suggests nostalgia and emotional intensity, which reinforces the thematic depth of the album. The cinematic composition positions the artist as both a character and a storyteller.
The audience is likely older teenagers and young adults who appreciate alternative pop aesthetics.
The genre conveyed is alternative pop, demonstrated through stylised photography and bold graphic elements.
For my project, I would take inspiration from the cinematic composition and strong focal image, as these help create a memorable cover. However, I would not use heavy typography, as I want my design to remain minimal.
Analysis 3 - Social Media Page - Dua Lipa Official Instagram
The Instagram page follows key social media marketing conventions such as a consistent colour palette, professional photography, and a mix of promotional and personal content. Posts often include music video stills, behind-the-scenes images, and branding visuals, which help maintain a cohesive artist identity.
Denotatively, the page shows promotional images, performance shots, and lifestyle content.
Connotatively, this combination suggests authenticity, making the artist appear relatable. The curated feed reinforces a strong visual brand, which is essential for digital promotion.
The audience is primarily young people who consume music through streaming and social media platforms. The genre conveyed is mainstream pop, shown through fashion styling and high production value visuals.
For my own project, I would adopt the idea of a cohesive visual feed and consistent branding, as this helps build recognition and professionalism; I would avoid posting overly busy graphics.
Analysis 4 - Social Media Page - Vance Joy Instagram
Vance Joy’s Instagram follows key social media marketing conventions, featuring a mix of promotional and personal content. Posts often include performance clips, tour photos, behind-the-scenes and music release visuals, which help maintain a consistent artist identity.
Denotatively, the page shows live performance shots, promotional imagery for singles and albums and lifestyle moments.
Connotatively, this combination conveys approachability, making Vance Joy appear relatable while reinforcing his professional brand.
The audience is primarily young people who engage with indie folk/pop through streaming platforms and social media.
For my own project, I would adopt the use of a balanced content to build recognition and professionalism, while avoiding overly busy graphics.
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