AP - Video Analysis 1

Institution and audience

This video is likely to be shown on less popular music channels as Blur are not a mainstream band. For example, it would be broadcast on MTV Rocks, NME TV or MTV Classics. Parklife would be viewed actively with focus as Blur has almost a cult following and this means they have a more attentive audience. Therefore, Blur tries to establish a deeper relationship with them. They do this through the everyday activities shown in this video and the obvious breaking of the fourth wall to engage and be present to their audience.

Blur, even though they are an indie pop band, were signed various branches of mainstream label EMI e.g. Parlophone and SBK therefore their videos would have been carefully thought out to appeal to their target audience.

Genre and Narrative

Critical theorist Andrew Goodwin identified several common features within music videos. The main premise of this video is that it is narrative and performance based, they are interlinked with eachother.

In Parklife there is definite demonstration of genre characteristics, for example,

• Shot in an urban environment
• The costume is typical of the indie genre
• The lighting and colour is quite bright and upbeat- typical of indie pop

This leads on to the fact that there is a relationship between the lyrics which Goodwin also suggested was a common feature in music videos.

Lyrics and visuals

• "Who's that gut lord marching... you should cut down on your porklife mate... get some exercise" is sung as we are shown a shot of a man in smart clothes but hunched and with a protruding stomach.

• When "They all go hand in hand" is sung an obvious gesture is made by Damon Albarn by him opening his hands to the audience.

• And of course the name of the song "Parklife" is shown on different objects throughout the video 

• These are all examples of illustration and amplification of the track because the visuals symbolise references to the song.

Representation

• As Blur are an all male band their videos focus mainly on masculinity.
• In this video they are portrayed as having a laugh and playing around infront of a house with an umbrella and a trolley in the performance side.
• Whereas in the narrative we follow actor and narrator of the song Phil Daniels in his car as a salesman for a window glazing company saying what he thinks about 'Parklife'.
• Richard Dyer's theory about 'star image' is relative to this video in the fact that Blur portrays the typical values of music stardom i.e.
• Youtfulness
• Anti-authoritarian attitude
• Originality
• Aggression/Anger
• A disregard for social values relationg to polite behaviour