This document summarizes and analyzes a music video using several different media theories: - Laura Mulvey's Male Gaze Theory is evident through costuming that favors a heterosexual male audience and camerawork that objectifies and focuses on female bodies. - Propp's character theory identifies the lead singer as the main hero. Todorov's equilibrium is lacking and there is no clear narrative flow. - Andrew Goodwin's theory shows genre characteristics and stereotypes that help identify the band as indie. Voyeuristic treatment of women is also present. - Brannon and hegemonic masculinity theories view the men as dominant and non-feminine while women are subordinate. - Effects and uses &

1. Music Video Analysis
Theory Analysis

2. Laura Mulvey
Laura Mulvey’s Male Gaze Theory (Texts are
made for a male perspective) can be seen
throughout this Indie music video.
Firstly, mise en scene elements such as
costume favour a heterosexual male audience.
For example, the video contains several scenes
of nudity and the costume worn by women in
the video is often revealing. In contrast, men
other than the band are rarely shown and are
wearing very casual clothing.
Another micro element, cinematography,
highlights a male perspective in the video.
Close-ups of the women in the video are
shown constantly, often of their bodies and
not just their faces. This suggests they are
objectified and there for male pleasure.
Lastly, editing techniques such as long takes
focus on the women for longer, again implying
the purpose of their appearance to be looked
at. This is likely to be due to the Arctic
Monkeys target demographic of a male
audience, perhaps meaning women are
focused upon.
Propp/ Todorov
There is no real equilibrium or flowing narrative,
only being able to identify the night at the club as
a significant event. The most likely Hero, following
Propp’s character theory, is the lead singer Alex
Turner, who holds the attention of the audience for
longer than any other person.

3. Andrew Goodwin
Many elements of Andrew Goodwin's theory can be
applied to the video.
Genre characteristics are clearly used, helping an
audience identify the type of music and style of the
band. For example, close ups of the guitar, drums,
microphone are all used in the bands performance.
The performance itself is also a stereotype and
characteristic, as conventional indie videos contain a
lengthy performance element in the video. The
black and white and retro style footage helps to
associate the band as traditional and ‘old school’.
This is a favourable stance for many indie bands,
liking to associate to the genres previous success.
Voyeuristic treatment of the female body takes
place in the whole video. The women in the video
are shown seductively, for example eye contact with
the camera. Unsurprisingly, the male members of
the cast are not shown in the same light, instead
they are mostly irrelevant in the video.
Brannon
Brannon believes that Man conforms to traditional characteristics to be a 'real man',
showing strength and dominance. He believes that there is a pressure in society in men
to show this 'masculinity'. This can be seen in the video, as the band are shown as the
ones who are entertaining a mixed gender audience. In the bedroom scene, the men are
shown as dominant with women acting to seduce them-not the other way round.
Hegemonic masculinity can also be identified in the video. The men shown are portrayed
as dominant and non-femine. For example, the women are shown as subordinate in
several places, as they are passengers on the motorbikes controlled by the men.

4. Effect Theory/Uses and Gratifications
Due to the promiscuous nature of the music video, young people
may be portrayed in a negative light by a passive audience. They
may she the actions such as revealing costume as a stereotype for
this age range, therefore judging them. An active audience is likely
to understand the video and its purpose to illustrate the strange
lyrics such as ‘interstellar gator skin boots’, and the video is in fact
a form and entertain and escapism from real life situations. The
fact that the video has been produced to look like a 1950s video,
further suggests its purpose of entertainment/escapism from
modern day. Vernallis
Vernallis has identified a variety of theories to do with music videos, some can be
applied to this video. This video does not run against the grain, however ‘the
music videos reflects gender stereotypes. There are elements that 'men act and
women appear'. For example, the men are sat on the bed and the women follow
them in. In addition, the band begin to perform and a female crowd begins to
watch. This suggests they act on what men do. Some cultural stereotypes are also
exaggerated, as young people are shown to be having fun and partying, arguably
acting immaturely.
Another theory which can be applied is that the on screen antics reflect the lyrics.
This is clear as the song is solely based around a women, emphasized by multiple
appearances on the screen
A distinctive editing style can also be seen, as identified by Vernallis, as many
jump cuts occur without real continuity. This gives the effect of a vintage style
production along with the black and white saturation.