L.O: To analyse music videos using Andrew Goodwin and Laura Mulvey’s theories.
Goodwin states that the genre of the music, effects the characteristics of the music video. One characteristic of the pop music genre is its ability to appeal to the masses. This is demonstrated through both the catchy repetitive lyrics of the song, and the scenes of young people partying in the video.
The relationship between lyrics and visuals is key to an analysis of videos. In Perry‟s video there are a number of examples of this.
The relationship between music and visuals is evident throughout this video. The style and pace of the video, match the style and pace of the song. Longer cuts are used when the pace of the music slows slightly. In contrast, the faster sections of the song are illustrated by shorter scenes and rapid movements between shots.
According to Goodwin, demands of the record label often leads to close ups of the artist. This is evident throughout this video.
There are a number of instances of looking seen in this video. The most common example of this is through shot reverse shot, allowing the viewer to see “through the eyes” of the videos star.
Whilethere are no specific references to other media such as film and television in this video, there are references to Perry‟s own back catalogue. This is demonstrated in the scene where we see a small boy in a hospital watching a music video on a television screen.
Mulvey, „Visual Pleasure and Narrative Laura Cinema‟ (1975)Stated that, because the dominant male societyheld power in the media. The view we getthrough the camera is essentially male.This is known as “The male gaze”
This is the pleasure we get through looking. Inthe media as the gaze is male this means that we as the viewer are place in the position of a heterosexual male. Women are seen as sexual objects on display for the pleasure of the male viewer.
This video is littered with suggestive body language and the dolls are subjected to the gaze of Snoop. The audience is invited to join in with this gaze through the use of point of view shots and shot reverse shot. There are points in the video where the dolls are literally used as object, scattered across the floor to produce patterns.
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