This document analyzes the music video for Kate Nash's "Foundations" through the lenses of audience theory, narrative theory, genre, and representation. It discusses how the video uses encoding/decoding to convey the message of an unhappy relationship to audiences. Binary opposites in color and behavior between the two characters help tell the narrative. The low-budget, handheld camera style signals it as an indie-pop genre video. Semiotics and the symbolic meaning of objects, actions and colors are used to represent the themes of the dysfunctional relationship.

1. KATE NASH- FOUNDATIONS
An analysis of this music video relating to all the theories.
•Audience
•Narrative
•Genre
•Representation

2. Audience
The audience theory that I will be focussing on for the ‘Foundations’ video will be Encoding and Decoding.
In the video Kate is living with her partner but is unhappy, this message is put through and interpreted to the
audience through the use of encoding and decoding.
The poor relationship is encoded to the audience through several scenes. One of the scenes which show this
separation is when the man places his legs forward towards Kate, but she moves them away instantly. This
shows a poor relationship.
Another way that the poor relationship is encoded through the music video is when Kate destroys a pile of the
man’s possessions, this shows a lack of respect and care within the relationship.

3. Audience
Once the message of a poor and unhappy relationship it is then up to the audience to
receive and interpret the message based on how they viewed it personally. The
message that is being received is then decoded by the individual. This message
could perceived in different ways depending on the individuals view and past life
experiences and attitude (Social and Cultural Context). The audience will react in
several different ways, they will either; accept the information and try and interpret
into their own lives and make it relatable to their lives, or they will just accept the
information without making it relatable to their lives or they will completely dismiss
the message and just enjoy the music video as an entertainment media
production.

4. Narrative
The narrative theory that is dominant in this music video, is Levi-Strauss’s theory of Binary opposites.
Throughout the video is it made clear that the two character are not similar lyrically and visually, the
beginning of the video starts with a shot of pink and blue toothbrushes, the colours show that there
is a divide and an opposition within the household. Also in the video, Kate wears bright colours like
yellow and the male character wears dull colours like brown and dark blue. This is another indication
of binary opposites being used to show a clear difference in the relationship.
The use of binary opposites in this music video works well as
it helps the audience understand and interpret the poor
relationship and the clear difference with each partner.
Simple changes like using opposite colours to show light and
dark allow the differences to be seen.

5. Genre
The genre of this music video is made quite clear as the budget is low, and the video is very basic and
simple, this makes it and indie-pop music video.
Kapsis says that making the genre clear reduces the audiences confusion and allows them to accept
and enjoy the production more. There are 5 elements to the creation of video within a specific genre
these are; plot, character roles, visual style, values and themes and iconography.
Indie-pop music videos are known for there handheld cameras, low budget, simple props and make-up,
irony is often used to represent a sense of light-heartedness and humour. The Kate Nash video is a
mixture of all of these, clearly making it an indie-pop video.
The video used a handheld camera throughout, possibly representing an unstable relationship, also
humour is used when she eats lemons, also toy characters turn their back so they can’t see her
damage the mans property.

6. Representation
In this music video, the theorist that I think relates to the video is Saussure and his theory of Semiotics.
This is because in the video the use of objects are the main way that the director is getting across the
meaning and message of the video. The actions, colours and objects used by the two characters in
the video all help to get the meaning across and allow the audience to interpret the message.
Some people may interpret the objects, colours and actions differently as it is down to an individuals
perspective.
Unhappy relationship
Brown jumper:
Dull/boring
personality.
Toys- Immature
relationship
“You humiliate me, in front of our
friends” - Petty
“I’d rather be with your friend mate,
because they are much fitter” –
Childish arguments