Semiotic analysis

1. MUSIC VIDEO
ANALYSIS- "NO
HOPE"

2. MEDIA LANGUAGE
• Technical Codes-The use of the close up opening shot of a boy running withholds
information from the audience. This creates an enigma and therefore, Barthes
Hermeneutic code can be applied as this unanswered question can encourage
audience interest in the rest of the music video. There is also the use of use of hand-
held cameras and continuous editing to create an illusion of realism in the music video.
• Visual Codes- The use of costume, like the sleeveless denim jacket worn by the
protagonist signifies hooliganism that is commonly associated with the younger
generation. The facial expressions of the protagonist are mostly neutral, linking to the
lyrics "about an uneventful youth". Although, the gestures of picking flowers and
writing suggests that the youth are also articulate and this evokes a loss of personality
due to stereotyping. Also the use of only black and white conveys the past naivety of
the protagonist.
• Audio Codes- Only non-diegetic sound is used as the music video only wants the
audio focus on the lyrics rather than the video narrative.Although, the starting guitar rif
conveys aggression and energy associated with teenagers.

3. MEDIA LANGUAGE
• Mode of Address- The address of the audience is indirect as there is no need for the
audience to intrude on the continuous action of the video.
• Narrative- The narrative is circular, ending where it begins ( the boy running ). This
goes against Todorov's theory on narrative where there is a linear narrative of
equilibrium, then a problem, a solution, then back to equilibrium again. The point of
view is from a young boy's story but through a 3rd person perspective.
• Genre- The genre is alternative, although the music video portrays a narrative, an
unfamiliar aspect to the genre (Steve Neal- Genre theory )

4. REPRESENTATION
• Represents youth as naive- eg young love.Also as reckless and irresponsible through
the jumping into the body of water at the end of the video.And young people are
conveyed as emotional through the the behaviours of the boy but also with a sense of
maturity through his writing.

5. RECORD LABEL
• The Vaccines are signed with three record labels: the major label of Columbia Records.
But also Marshall Teller Records and Luaka Bop, two independent record labels.