Baby Scratches & Releases (Assignment 1: Video Critique)

For assignment number one, I initially spent a lot of time stewing over what kind of instructional video to critique.  It was a bit daunting trying to narrow one down.  For inspiration I ended up watching, basketball coaching instructional videos, home improvement videos, math instruction videos, videos explaining how to set up a multimedia server, among others…

To make this assignment as authentic as possible, I asked myself: “is there anything in particular I would like to learn how to do?”  I am a huge fan of music and have always secretly wanted to learn how to scratch and mix using turntables and vinyl.  I set out to see if I could find any video resources that could teach me how to scratch and mix.  I was skeptical that I would find something appropriate.

Much to my surprise (and delight) I came across TurntableU, “The World’s Premier Online DJ School”.  Frustration (and boredom) experienced by watching the other videos then transformed into some serious motivation.  With my headphones on I was ready not to spin and mix, but to analyze and critique.

Semiotic Analysis

The first thing I noticed from the first seconds of the clip is how important semiotics are in sending a message as to what the video is about and how the message will be delivered. Within the first 10 seconds you knew who the target demographic is: people in their teens/early 20s… not a late-30-something-grad student.  How did I know this?  Read on…

Use of Audio

Note the male voice over in the intro and the emphasis and tone of his voice – a voice used over a microphone in a nightclub or radio, not in a classroom or a university lecture theatre!  I would also not enter my classroom greeting my students using “what up folks” as she does.  Her greeting, however, is appropriate to the consumers in the market of the video.  It is evident that this culture has it’s own style and lingo in the first 30 seconds of the clip  (ie: “I’m chillin’ with turntableU.com”) and its use gives the video extra credibility for those who are involved in the culture.

The introduction also features an electronic backbeat giving a hint of what you will learn using this kind of music. It’s not overpowering but evident in the background.  It soon fades out as our host starts to speak.  Her style of speaking also sets a mood – she speaks quickly, yet clearly, which to me could indicate the “fast-paced” nature of her work!  She is animated, uses her hands, and keeps our interest.

Her choice of record (or “loop”/”beat”) to use for this introductory video is also interesting.  She chooses a somewhat funky, mid-tempo hip-hop beat which, to me, serves two purposes: 1) for semiotic purposes, it gives a “street” sound indicating credibility and 2) for practical purposes, it’s easier to instruct with just a mid-tempo breakbeat rather than a fast, 120 beats-per-minute (or faster) dance beat.

Note the absence of music while she speaks allowing us to focus on what she is teaching.   The only time we hear music purposefully is in the intro and the outro of the video. Otherwise, we only hear her voice or the record when she is demonstrating a new concept.

Colour Choice and Fonts

The font chosen in the intro gives a “street” feel and the blurring of parts of the graphic and font indicate an “edginess” or “coolness” associated with dj culture.  This is important since this is an introductory video and it would be hoped that these early impressions would watch (ie: subscribe) to further productions.

The immediate use of black (the record), and white and red font in the introduction also set a tone. The choice of brand and colour of the clothing by the instructor also set a tone. The instructor wears a red and white Adidas jacket giving a feeling of “street credibility”. The dark background also maintains the red-white-black theme from the intro.  It is obvious that care was taken into keeping things uniform.  Upon examining the website www.turntableu.com it appears that red, black, and white are their signature colours so it makes sense that their videos portray this image for continuity and branding purposes.

Note the use of the “collegiate” typeface on her workstation “www.TurntableU.com” which also attempts to give a credibility to their organization.  We are reminded frequently throughout the video that we are watching a video from TurntableU.com either by the camera shots of her workstation or in the editing phase when it is periodically placed in the top part of the screen.

Lighting

The video was obviously shot in a studio.  The lighting is set in a way that shows the contrast of the colours and provides for minimal glare which is important for the view-from-the-top scenes of the records which could reflect the light should they be too bright.

Gender Biases/Stereotypes

I was very impressed that they used a female dj since the industry is predominantly male.  One would initially expect to see a male since male DJs are more common.  Having her present the series sends a message that females can be leaders as DJs, and in this particular case, they can also be viewed as instructional leaders in a male-dominated field of work. 

Analysis of Camera Work

When watching the video, you will notice the absence of any zooms or any camera shots involving movement of the camera.  I think this was a smart move by the producers and directors since any camera angles involving movement would distract from the primary focus of the instructional video: the turntables, her hands, and the cross-fader.  As a result, the choice of camera angles focuses on instruction rather than just esthetics.  The use of minimal variety camera shots in the clip gives the video sense of continuity.  In order to keep our attention, however, clever tricks were used in the editing phase that would turn what could be unexciting shots into ones featuring action.  I’ll describe those later.

I noticed a pattern of camera shots.  A series of establishing shots, medium shots, close-ups, top-down shots (direct overhead view of the turntables) were used that all go back to a re-establishing shot.  The video alternates between a view of the entire studio with her turntables and computer screen, another shot identical except slightly closer with the words “turntableU” in the backround, and a variety of top view shots of her turntables to provide just a little bit more variety in the shots without dramatically changing the view.

The quick interchange between the choice of shots in the video hold my interest since my eye is always focusing on something different.

The Rule Of Thirds is evident all over the video.  At the 9 second mark you can clearly see www.TurntableU.com  at the top third, her computer/dj workstation/her name in the bottom left third, and the TV screen focusing more on the right third of the page.

Another example of the Rule of Thirds can be found at 7:02.  Notice the placement of her left hand (bottom left hand of the screen – the crossfader) and the turntable needle (top right).  This scene is to show us the how the left and right hands are to work together to achieve this sound and I feel that this shot does it very effectively.

Just like any good lesson, at the beginning of the clip she introduces herself and what the video is about.  I feel that her motivational set succeeds because I now expect to learn about the “baby scratch”.

Analysis of Editing

I think the editors did a clever job of editing the video.  There are portions throughout the video where she is explaining techniques.  Her explanation could be 20 seconds long but in those 20 seconds we cut to a close up of her, then to her turntables, then to a top view, then back to a view of her, and then a view of her with the camera pulled back slightly with the www.turntableu.com at the top third to break up potential monotony in the shot.  An example of this technique can be found in the 3 seconds between 4:00 and 4:03.

Another use of subtly changing the same shot to break monotony can be used when the editors periodically bring in her name and the turntableu.com URL at the bottom left of the screen.  It is first introduced at 0:11 when she introduces herself and then repeated throughout the video at 2:27, 5:28, 7:57, and again at the end of the video at 9:29.

The editor edited the video in such a way that focus is placed on topics she is discussing.  For example, when she discusses the importance of the cross-fader and mixer, we are presented a close-up of the appropriate equipment.  The focus is split between her, the equipment, the needle, and the cross-fader.  Some shots are under 2 seconds long but I feel that they match the pace of her explanation and maintain a proper flow.  Note when she is talking about the left- and right-crossfaders.  We have a view of both turntables with a focus on the cross-faders, but when she says “move to the left” the moment she clicks the cross-fader to the left the shot cuts to a close-up of the left cross-fader the second she clicks it (if you watch and listen closely you can actually here the click of the switch and the shot changes to the close-up at that instant --- see 6:34 in the video).

The only thing I may have added at the editing stage if I was editing the video would be emphasizing the new vocabulary she uses by just flashing it on the screen for a second or two in an open spot on the screen to help drill the point. Specific instances of where I would do this would be when she first describes what “baby”, “baby scratch”, “releasing” and “headphone cue” are to further drive home the fact that these are commonly used words in this culture.

Analysis of Quality of Instruction

Her explanations are clear and concise with appropriate demonstrations of her explanations.  She demonstrates the new concept and repeats/re-demonstrates key concepts for further understanding.  She would also summarize the concept before moving onto another topic which I feel is important in any mode of instruction.

I also noticed a few times in the video that she corrects herself when she finds herself using lingo specific to DJ culture.  Seeing as this is an introductory instructional video, it is important to keep the language simple.  For example, she describes “holding the platter" and then corrects "platter" by saying "uh, record” and “feel the torque" correcting herself immediately by saying "uh... spinning” throughout the video.  So, in an indirect way she is bringing new vocabulary, using the normal, common version of the word, and demonstrating the concept visually all at once.

She speaks at a fast pace and the choice of camera shots and editing follows her pace accordingly.  I feel that she goes at an appropriate pace for the video and if there is something that I missed I have the luxury of rewinding the video and watching again.  Her voice was not monotone and she tried to inject humour when appropriate.

Analysis of Goals & Use of TV As a Medium of Instruction

I think the video meets its goal of instructing how to do a baby scratch and release.  I think this is an appropriate medium to educate learners since it is allows us to revisit as needed.  The close-ups and camera angles helped emphasize the important points the instructor was trying to make.  The production did not appear to be low-budget and appears to be a professional production giving me confidence in their product and a desire to watch more videos to learn further techniques.  I was surprised and happy to learn that I can learn these skills using video/TV.

Here's the video.  I look forward to your comments regarding my analysis!