2. •
In this opening shot, the main characters of the music video are introduced as Paul &
Dana. Their attire constructs representation. She is wearing a shirt which is buttoned to
the top, which means she isn’t portrayed as a sexualised character of the music video.
•
However, “Dana” does have a short skirt. This combination represents that she is pretty
and an attractive character. Both of these characters appear fairly trendy. For the target
audience (young people aged 16 – 35), these are quite aspirational characters. Their
clothing; trendy and urban, may attract a broad spectrum of a younger demographic.
Furthermore, the fact that they are white people allows us to assume that the target
audience are predominantly white people. Their construct reinforces the dominant
ideology of stereotypical white people.
3. MODE OF ADDRESS
•
Mode of address is the way in which the text “speaks to the audience. It is a construction
using a number of codes from all elements of the text for example technical codes
(camera, lighting, sound etc.) and symbolic codes (language, colour etc.)
•
Producers will construct a particular mode of address in order to aim their media text at a
specific audience group.
4. DIGITAL TECHNOLOGY AND ZEITGEIST
•
In “Afterglow”, the inclusion of texting, hashtags, written texts, iPhone, Instagram and Call
of Duty are all very zeitgeist elements of the music video.
•
Our use of digital technology and enjoyment of using it is referenced in media. For
example in this music video there are references to digital technology.
5. REPRESENTATION OF LOCATION/SETTING
•
Representation of location and setting. This shot of the flat represents that its nice, clean
and not too expensive. It is also a place of which you can imagine where a couple would
first move in together. “1 Flat” represents a realistic property, something ideal for the
couple to have as it looks clean. The realistic shot creates verisimilitude in this media text.
•
The following shot of the “4 rooms” reinforces the idea that its their first place and its not
too expensive.
6. REPRESENTATION OF TRAVEL
•
“16 Trips”, this represents the places of which the couple have travelled to. Where people
choose to spend their leisure time says a lot about individuals. The fact that Ibiza is one
of their destinations shows that they like clubbing. Similarly, Bangkok is not necessarily a
clubbing environment but definitely a party place. New York is an iconic place, couples
consider it as a cool place to visit. This also applies to places such as Paris and
Barcelona, these are well-respected places. Location and ideas around location tells us a
lot about people.
7. The fact that they have a pet shows that they
are committed to each other because they are
responsible for living things. Pets are also
practice for many couples before having a
baby.
This shot of “1 favourite toy” represents that
their sex life is open and experimental.
8. GENDER
•
This is a stereotypical portrayal of masculinity. This portrays the stereotype that men
cannot do the washing. This infantilises men. The representation is that he cannot be
trusted to do washing. It reinforces gender stereotypes using humour as a way to get out
with it.
9. •
“1 Real Fight” They fundamentally couldn’t have had a woman in the shot beaten up
because that would represent domestic violence. So they have used the man – this
reveals the lack of equality. Reinforcing gender inequality. Men suffer from domestic
violence too. This is not a positive representation as it is trivialised.
