2. INTERTEXTUALITY
• The American Dream (1930) is an aspect closely
referenced within my product. This is an ideal by which
equality of opportunity is available to anyone, allowing
for the highest goals and aspirations to be achieved.
is presented in my video through the inclusion of
heavenly locations and activities subjected towards the
interests of my target audience. This includes the sports
car, the smoke grenades and the beachy, summer
locations.
Intertextuality equates for a huge total of representation presented
within the media. This is said by Julia Kristeva to be ‘the shaping of
texts meaning by another text’, which can be applied to my video:
3. ROGER RABBIT –
SLEEPING WITH SIRENS
• A major inspiration for reference within
my product; themes, stylistic/ editorial
features and shared ideologies are
correlated between media outcomes:
• The washed out warm filters are often
used within my video to create the
impression of an old, faded image.
Glitchy transitions are also used between
shots to induce the idea of
imperfectness, yet satisfaction and
harmony, collaboratively enabling
recognition of a certain retro theme. This
indirectly links to the American Dream,
referencing a concept from the 1930’s,
and contrasting this with our modern
day, post-modern society.
• Location is also noticeably similar to
create this concept of an idyllic scene.
The use of a fire is also correlated
between products, symbolising
sensations of summer, content and
establishing good atmosphere.
From My Video
From Sleeping
With Sirens’
Video
4. SUNSET –
KID INK
• Sunset by Kid Ink features
similar iconography,
however is filmed subjected
around California
specifically. A sports car is
used here, also reflecting
upon the American Dream,
displaying an idyllic
lifestyle.
• Continuity editing is used
to match the beat of the
song to the imagery,
creating this visual
representation and
recognisable link, targeted
for achievement in my
product.
5. COLLIDE –
LEONA LEWIS FT. AVICII
• Collide by Leona Lewis features similar imagery yet again, with
the addition of cross fade transitional effects as seen
throughout my product. This was directly inspired by her video
aiming to create smooth visual change between shots
improving visual impact.
• This represents the relaxed nature of the scene, reflecting upon
the artists insight, personal views and success.
6. FEMALE PORTRAYAL IN THE
MEDIA
• Following much in depth study of representation in pop music videos, an
obvious trend can be noticed amongst a large proportion of existing
products. This generally works on the concept of woman, and often the
themes of love and sex. Voyeurism is one of the main concepts here,
illustrating the objectification of woman for ‘the male gaze’ (A theory
suggested by Laura Mulvey, 1975).
• This theme is not obviously present within my video, following an
unconventional approach to the creation of any generic pop music video
such as M.I.L.F by Fergie, and Wrecking Ball by Miley Cyrus. This was a
deliberate production choice to avoid confliction in message; meaning
derived through signifiers builds ideas of personal strength, individuality
and self-respect. Featuring imagery of the artist in an indecent way would
contradict intentional interpretation.
• However, my product still supports the theory of John Berger who
describes it as "ways of seeing", where "men act and women appear". He
also said "Men look at woman. Woman watch themselves being looked at"
and "are aware of being seen by a male spectator", however, in my video it
is for a different, unconventional reason, and to instead bring about the
realisation of woman’s rights and equality.
7. APPLICATION OF THIS
• This is most indecent the artist
is presented throughout the
whole music video’s entirety.
Which, when compared with
existing products, this
representation doesn’t seem
even half bad.
• The outfit simply follows
trends in youth fashion where
no explicit imagery is present.
Any other interpretations
reflect upon the ideologies of
the audience and our current
day society, serving as a
reminder that voyeurism is still
a present aspect in the fashion
industry and the media in
general.
8. ‘THELMA AND LOUISE’
(1991)
• For this reason, feminist road movie ‘Thelma and Louise’ produced
in 1991 is a key intertextual reference, symbolising unconventional
views at the time of release, being one of the most revolutionary
feminist films. The fact that this media text takes place on the road
in a convertible sports car reflects directly upon mise-en-scene
choices in my own video where a convertible car features. This is
especially unconventional for a female artist, drawing attention to
the inequality in treatment and expectations of people dependent
upon their genre.
9. EMOTIVE QUALITIES
• In addition to this, woman’s stereotypical emotive qualities are
often expressed in the media, displaying a certain vulnerability.
Over the years, this conventional representative theme is being
opposed by institutions due to the ever-increasing power and
confidence of woman.
• In our current day, this is especially proved by the fact that some of
the lead figures within the pop scene and charts are woman, such
as Beyoncé and Rhianna. For this reason, my artist AI Chika, follows
this same lead.
