Riptide

1. a) Media language: initial analysis
How does this music video interpret the lyrics for the audience?
-The visuals are literal reflections of the lyrics e.g. “there is this movie that I think
you’ll like” and we see someone handing over a film called ‘Velocite’- a film about
racing. Also we hear “a cowboy running from himself” and we see the camera
move to show a cowboy running away from himself.
Consider how semiotics can be applied to the music video
-Cinematic effect- creates a film setting and a storyline. Bright colours are used in
a lot of the scenes to evoke happy and light associations with the music video.
However there are scenes with dark lighting such as the scenes where we see a
woman singing the words wrong- black has connotations of elegance yet
mystery could reflect her elegant dress and the mystery behind why her makeup
is smudged differently every time we see her. Fast cuts- increases the pace and
every scene is a reflection of the lyric.
b) Representation
How is gender represented in the video?
-Women are presented voyeuristically as we see a woman in a bikini and taking
the top off. Women are the key characters in this music video as we mainly see
them- attract male gaze and attract larger viewing audiences. Can be argued that
women are presented as weak as we see the women in scenes of violence playing
the victim such as being tied up and being dragged away to the “dark side.”
How is ethnicity presented?
-The cast is predominantly white- could reflect unfair treatment towards other
races and inequality within acting industry?
What are the key issues represented?
-Women are objectified and the music video seems to normalise abuse towards
women- scenes being tied up and undressing
How do these representations relate to the genre and lyrics of the song?
-Genre- indie/alternative- representations don’t necessarily relate to the genre-
follows the conventions of narrative and retro style. The lyrics are
predominantly about a woman and revolve around love- however the
representations of women revolve around sexuality and assumed abuse.
Does the video reflect a social, cultural context?
-Surrealist cinema- Buñel and Dali’s Un Chien Andalou- explores violence and
sexual desire. In old films, women would normally be seen in scenes such as
being tied to the train tracks similar to the woman being tied to the tree- scenes
of abuse
David Gauntlett- theories of identity
-Visuals invite different interpretations and responses- follows the typical
gender categories and the gender scripts for them e.g. women being weak
Stuart Hall- reception theory
-The video allows oppositional readings allowing the audience to decode
messages in their own way- other than the intentions of the creators