Wedding Videography, Music and Romantic Memory

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Wedding Videography, Music and Romantic Memory Continuum Journal of Media & Cultural Studies ISSN: 1030-4312 (Print) 1469-3666 (Online) Journal homepage: https://www.tandfonline.com/loi/ccon20 Soundtrack for love: wedding videography, music and romantic memory Michael James Walsh & Matthew Wade To cite this article: Michael James Walsh & Matthew Wade (2020) Soundtrack for love: wedding videography, music and romantic memory, Continuum, 34:1, 14-31, DOI: 10.1080/10304312.2019.1700216 To link to this article: https://doi.org/10.1080/10304312.2019.1700216 Published online: 11 Dec 2019. Submit your article to this journal Article views: 285 View related articles View Crossmark data Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=ccon20 CONTINUUM: JOURNAL OF MEDIA & CULTURAL STUDIES 2020, VOL. 34, NO. 1, 14–31 https://doi.org/10.1080/10304312.2019.1700216 Soundtrack for love: wedding videography, music and romantic memory Michael James Walsh a and Matthew Wade b aFaculty of Business, Government and Law, University of Canberra, Canberra, Australia; bSchool of Sociology, College of Arts and Social Sciences, Australian National University, Canberra, Australia ABSTRACT KEYWORDS Professionally produced wedding videos are evocative artefacts. Film music; music; memory; Capturing the ritual of the wedding, the wedding video stands as weddings; videography a postcard that showcases the conspicuous display of emotion that assumes a central place in the memorialization and indeed the very praxis of the modern wedding ritual. The role of music in the wedding video is crucial; representing a key partner to the imagery of the wedding, the musical dimensions emotionally charge the artefact in perpetuity. In this article we argue that the musical soundtrack of wedding videos services manifold functions, including the enabling of narrative continuity, providing a sense of propulsive rhythm, pacing and supporting the successful communication of emotions that sits at thecentreofthecompressediconographyofthewedding.Although the visual elements play a lead role, we contend that the unseen qualities of the musical materials also play an integral function; under- girding the images of the wedding and mediating the emotional and affective display. The argument presented is based on an analysis of 132 selected publicly available videos, sourced from wedding video- graphers based in the Australian cities of Sydney and Melbourne. Introduction The contemporary, professionally produced wedding video is a salient device of remem- brance, comprising a highly curated, symbolically laden, privately intimate, yet also publicly performed and dissemination-friendly artefact of memory. Such videos have become popular mementos, and their emergence aligns with three broad trends of an overarching ‘visual turn’ (Jay 1994). The first is the proliferation of ‘prosumer’ technologies for video recording and post-production, making event videography a viable enterprise for those looking to traverse the amateur-professional divide (Moran 2002,64–96). Second, such practices of multimodality are part of a broader ‘video turn’ in popular media consumption (Holt 2011), beginning in the 1980s with the emergence of pop culture juggernauts like MTV, and accelerating again through ubiquitous computing and the ease of personal media creation today (Vernallis 2013;Shaviro2017). Thirdly, as ‘the overlap between producers and users becomes signifi- cantly larger’ (Manovich 2001, 118), videos shape the crafting of personal narratives, and we are now accustomed to ‘prosuming’ such narratives through video-hosting across digital platforms (Ritzer and Jurgenson 2010). Wedding videography has been well suited to CONTACT Michael James Walsh [email protected] © 2019 Informa UK Limited, trading as Taylor & Francis Group CONTINUUM: JOURNAL OF MEDIA & CULTURAL STUDIES 15 exploiting and indeed escalating all these trends, proving a valued artefact in memorializing this ‘momentous occasion’ (Bezner 2002;Mead2007). In this article, we focus on the soundtracks used in wedding videos. We argue that music plays a vital role towards inducing desired emotional effects and narrative thrust, providing a sense of continuity, shot-to-shot rhythm, lyrical theming, and interpretive anchoring. Altogether, these musical soundtracks constitute a powerful aural framing device that aids personal and collective memory construction. Moreover, contemporary wedding videogra- phers lean heavily on the appeal of ‘highlight’ packages,1 which are expressly produced for dissemination on social media.2 As memories are increasingly mediated via network technol- ogies, we must remain cognizant that the ‘boundaries between present and past are no longer given, but they are the very stakes in debating what counts as memory’ (van Dijck 2007, 404). The music within these videos thus functions as a mnemonically pliable ‘artefact of memory’, holding a special status because of its ‘temporal and non-representational character’ (DeNora 2003a, 81). As such, it can be readily re-coded to complement other texts, particularly in tagging, mapping, and suggesting expected emotional engagement to the viewer. In this context, music soundtracks play an understated role, cutting across and weaving together the various actors, artefacts, and rituals of the occasion, enclosing the video within a suitably affecting auditory frame. We argue that the short-form wedding video’s distinctive textual qualities mimic and borrow from both the narrative guidance of film scores and the often non-narrative hedonism of popular music videos, yet simultaneously also serve the more traditional memorializing functions associated with the wedding photo album. Music in short-form wedding videos provides a propulsive rhythm and pacing, and altogether enhances the functional communication of idealized emotions that underlie the iconography of the wedding. The wedding video’s primary function, therefore, concerns the compressed and heightened display of the contemporary ‘romantic utopia’, made material through forms of conspicuous display (Illouz 1997), and to which the soundtrack plays a fundamental role in crafting the text’s intended reading. To develop this argument, the article is structured as follows: (1) we review relevant literature concerning the visual dimensions of weddings and the role of soundtracks; (2) we then offer an account of our sampling and methods; (3) we then present the results of a genre analysis of music used within wedding videos – identifying the aesthetic cate- gories of music in these artefacts and considering the role they play in generating affective sentiment; (4) finally we offer a thematic account of the lyrical content that weaves together the often dazzling array of visual artefacts within wedding films. Supplementing these lines of inquiry are insights into the creative process provided by videographers themselves, collected through a questionnaire distributed to current Australian practitioners. This study is also a response to calls for a sociology of music that actually ‘deals with the specifically musical aspects of its subject’, rather than eliding such analysis by solely focusing on broader sociocultural practices of production and consumption (Marshall 2011: 157; DeNora 2003a). While we cannot claim the aesthetic acuity of practising musicologists, this paper explores ‘a more open relationship to the material and sensuous properties of [music]’ (Prior 2013, 122) through a methodological bricolage. By first illuminating cultural contexts, followed by multimodal text analysis, then complemented 16 M. J. WALSH AND M. WADE through rationales of current practitioners, this paper offers novel means by which to parse emergent forms of life narrative. Visual media, weddings, and the role of the soundtrack Photography has long played a role in the memorializing of wedding culture. As Susan Sontag notes, ‘for at least a century the wedding photograph has been as much a part of the ceremony as the prescribed verbal formulas. Cameras go with family life’ (1977,8). Indeed, via the turn to digital media, photography and videography now play an even more prominent role in contemporary weddings (Bezner 2002;Strano2006; Wade and Walsh 2019;White2012). Beyond Sontag, visual memoralizing today does not simply ‘go’ with family life, it also serves to ‘do’, ‘make’,and‘shape’ narratives of intimacy. The vivacity and immediacy of these mediated narratives entails that we have transitioned from sharing memories to sharing experiences, rendering such texts even more laden with normative import (van Dijck 2008, 60; Walsh and Baker 2017; Walsh, Johns, and Dale 2019). Contemporary user-friendly technologies have encouraged ‘ubiquitous photography’, evi- dent in the array of discourses and uses of photography that ‘have become radically pervasive across all domains of contemporary society’ (Hand 2012, 11). One consequence that stems from the increasing ubiquity of photography is the desire to capture the wedding in ever greater detail, while also enabling a curational veto that avoids or limits any unflattering depictions of the self. In the case of the professional wedding video, therefore, a path is provided for the marrying couple to become ‘literally actors in their own drama, enacting – and re-enacting – crucial moments of the ceremony for the benefitof the camera, and for their own viewing pleasure later on’ (Mead 2007,164). Part of the value associated with the increasing prominence of wedding videos is that –
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