2. Forms & Conventions
• Genre: Pop
• Date of release: 2003
• Type of video: performance and narrative based
Adherence to a pop music video
- regular use of close-ups of artist – this instantly
tells the audience she is the star
- provocative clothing – most of the target
audience (young girls) would most likely be
encouraged by their parents to dress
appropriately for their age so to them Britney is
seen as rebellious and cool
- Dancers- the excessive amount of dancers makes
Britney look popular and friendly
- Britney appeared on kid’s channel Disney
Channel at the age of 11, so when she was
marketed to an audience at the age of 17, she
was far more sexualized to emphasize the grown
up Britney.
3. Genre Characteristics
• The make up and costume reflects the genre
characteristics because of the minimal
clothing
• A large amount of make up is worn by the
artist as they always appear facially attractive
• The excessive amount of back up dancers are
typical of pop videos
4. Institutions
• Britney Spears is signed to Sony Music.
• The music video is very popular on YouTube (it has
been viewed 159,156,811 times) as the record label
are good at promoting their artists. For example they
play the video on worldwide channels such as MTV
and 4Music, which are two of the most popular pop
music channels.
5. Relationship between lyrics and visuals
• The lyrics ‘hit me baby one more time’
are illustrated in the chorus when she
slaps her thighs, which has both sexual
connotations and reiterates the words;
both typical of a pop video. This makes
it easy to follow, which is why it is
suitable for a younger audience.
• When Britney sings ‘my loneliness’ she
is pictured on her own which show us
the video is very narrative based.
6. Relationship between music and
visuals
• The relationship is illustrative as when
she begins singing the camera focuses
on her to show she is the solo artist
• The relationship is emphasized when
Britney is dominating the screen time
throughout the chorus to show her
significance and her level of
importance as the artist
