Music Video Analysis (Dave Waugh)

New divide is a music video which is very convention to the genre of rock, throughout the video several aspects or characteristics of the rock genre are portrayed in different ways throughout the video, the video starts with panning shots of the holograms of the band, this represents the advancement of technology, this also is a reference to the movie in which this music video is the soundtrack for which is transformers 2, a movie which contains robots which a very high level of technology, more of the hologram shots of the band are used when they are playing their instruments , therefore referencing to Jason Mittells theory of genre characteristics being used to sell the product , once again the hologram effect is used throughout the video which links towards the movie in which this song is the soundtrack for.

The main theme of the video which is just the band playing the song in a artificial hologram world which the cutaways to the film suggest that the narrative is not all that clear, this supports carol vernalillis’s theory of how the narrative of the video is fragmented or perhaps disjointed, the other aspects of this theory are also included in this video, these aspects include that there is no real resolution and that the video does not answer the question in which its asks.

However around the 1:41 mark the hologram effect is removed and the camera now shows all of the band performing their song on the set of transformers 2, however around the 1:50 mark the hologram effect comes back in.

Also throughout the video there are close ups of the vocalist which supports the theory of how many shots of the vocalist will sell the product.

 Towards the end of the song both the hologram effect and the normal band are used aswell as the movie cutaways, however at this point the band seem to have flames coming of off them , this is a very common theme with rock videos mainly because it is one of the many conventions of rock ( fire and explosions).

Overall the video does not have a very stable or solid narrative , due to this video siding with carol vernalillis’s theory of the narrative being fragmented and disjointed.