Who is represented in the music video and what representational concepts are highlighted? (Age? Gender? Race? Sexuality?)The type of people being represented in this video are young heterosexualmales, aged between 18 and 20. The band represents a range of races, asband members Harry Styles, Liam Payne and Louis Tomlinson are English,whilst Zayn Malik is of mixed race, as his parents are Pakistani and English, andNiall Horan is from Ireland. How are they represented?They are represented in the music video as being very carefree and fun. Theyare also represented as being trendy and attractive, in order to appeal to thepredominantly female fan base, whilst at the same time maintaining theappearance of a “normal” teenage boy, making them relatable to the fairlyyoung target audience.
What does their representation say? Any issues being ‘discussed’?The representation of the band seems to present the members as being rolemodels for the young audience. They are presented as very happy andsuccessful, which could also work as a tactic to increase their success- if theband is seen to be successful and popular, the audience may be motivated to“jump on the bandwagon”. The issue being discussed and presented in the videois the message to enjoy one’s youth. This would be a relevant and appealingmessage to the young target audience. Who do you think the representation is made by?The choices regarding representation in the video were likely made by therecord label, Syco. The band are known to be very “manufactured” and aredeliberately represented in a way which will generate maximum sales. The Bandthemselves, whilst very successful, would be unlikely to have much saythemselves in the video and the way in which they are represented as they arestill fairly new to the industry – this lack of experience and fully establishedstatus, coupled with their youth, would make them reliant on the support of thecompany. This would especially be the case for One Direction as the owner oftheir record company, Simon Cowell, was also at least in part responsible for thebands formation and rise to fame through his television program “The X-Factor”.
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