semiotic analysis

2. MEDIA
LANGUAGE:
 VISUAL CODES – Women are presented
voyeuristically as they feature in the video
revealing a lot of flesh and also give sexually
provocative looks to the camera – also the lyrics
objectify them. ALSO luxurious accessories such
as grills, branded clothing, the setting and props
used connote the outcome of managing to leave
the hood life and being successful
 TECHNICAL CODES – As this is a video targeted
to the opposition of both the gang 67 and the artist
Chip, there are several close ups connoting
strength and bravery – also wide shots perhaps to
connote what these people are really about, this is
an application of Barthes’ semantic code
 GENRE – the genre of this chosen track is
somewhere in-between grime/drill and this is
because the popular gang 67 is associated with
drill whereas chip is associated with grime

3. REPRESENTATIO
N + AUDIENCE:
 WOMEN - They are still represented voyeuristically
as their bodies are revealed freely and almost with
disrespect as it seems that the men have more
control over their bodies than they themselves do –
this then shows that the stereotypical view of
women still reflects the patriarchal society we still
live in
 BLACK MALES – All of the males in the video are
young and black – this reinforces the stereotypical
view of black males being associated with drugs
and criminal activity through both gesture codes and
lyrics
 YOUNG FEMALES + MALES – This mixture of
genres which isn’t a typical genre, attracts both
females and males of ages between 16-25 – this is
also because of cultural backgrounds as if the
person can relate with what is being said in the
track, they’re more likely to enjoy it

4. RECORD LABEL: