1. Kate Nash- foundations
An analysis of this music video relating to all
the theories.
• Audience
• Narrative
• Genre
• Representation
2. Audience
Encoding and Decoding:
In the video Kate is living with her partner but is unhappy, this message is put through and interpreted to the audience
through the use of encoding and decoding.
The poor relationship is encoded to the audience through several scenes. One of the scenes which show this separation is
when the man places his legs forward towards Kate, but she moves them away instantly. This shows a poor relationship.
Another way that the poor relationship is encoded through the music video is when Kate destroys a pile of the man’s
possessions, this shows a lack of respect and care within the relationship.
3. Audience
Once the message of a poor and unhappy relationship it is then up to the audience to receive and interpret the message
based on how they viewed it personally. The message that is being received is then decoded by the individual. This message
could perceived in different ways depending on the individuals view and past life experiences and attitude (Social and
Cultural Context). The audience will react in several different ways, they will either; accept the information and try and
interpret into their own lives and make it relatable to their lives, or they will just accept the information without making it
relatable to their lives or they will completely dismiss the message and just enjoy the music video as an entertainment
media production.
Uses and gratification can also be applied to this music in the way that people (mainly females) can watch this music video
and relate it too themselves or their thoughts on relationships and use it as a way of satisfying themselves emotionally so
that they maybe do not feel secluded. It also creates a good talking point for social purposes as women can relate to the
video and discuss it between themselves.
The hypodermic needle theory can be applied through the sense that everyone has been in a bad relationship and can
relate to this in a similar way, also everyone will receive the same message that the female character in the video is not
happy in the relationship as it is made quite clear through the combination of lyrics and imagery.
4. Narrative
The narrative theory that is dominant in this music video, is Levi-Strauss’s theory of Binary opposites.
Throughout the video is it made clear that the two character are not similar lyrically and visually, the beginning of the video
starts with a shot of pink and blue toothbrushes, the colours show that there is a divide and an opposition within the
household. Also in the video, Kate wears bright colours like yellow and the male character wears dull colours like brown and
dark blue. This is another indication of binary opposites being used to show a clear difference in the relationship.
The use of binary opposites in this music video works well as it helps
the audience understand and interpret the poor relationship and the
clear difference with each partner. Simple changes like using opposite
colours to show light and dark allow the differences to be seen.
5. Narrative
Todorovs theory of that a music video goes through three different stages; equilibrium, disequilibrium and
resolution.
This applies within this music video because the equilibrium is when, the couple are communicating with each
other, and a symbol of the toothbrushes facing each other shows that at that present time the couple are at an
equilibrium. The disequilibrium occurs throughout the middle of the song as expected, this disequilibrium is
shown through the female character damaging the males property (skateboards) this communicates a tension
within their relationship, also the female turn s away from the male when he faces her in bed, once again
communicating a tension. A close up is also used to show the disequilibrium as it shows holding hands, letting
go of one another.
The resolution in this music video is shown to be the new equilibrium when the female is cleaning and places a
picture of the couple face down so that she cannot see it, symbolizing that part of her life is over, this narrative
continues when the female character is shown to be packing a suitcase and leaving the male. This suggests that
the resolution (new equilibrium) is that the couple have split up due to being unhappy with one another.
6. Narrative
Barthes narrative theory applies to this music video through the use of different codes and what they mean.
Firstly the 'symbolic code' within his theory uses the theory of binary opposites and what certain objects
within a scene could mean. This briefly crosses over his theory and Levi-Strauss's narrative theory,using
the theory of binary opposites we have previously established that the two characters in this music video
are not the same, mainly through the use of colour (girl wearing yellow and the boy wearing brown) it
shows that they have different personalities. The 'bitterness' of the female character could also be
connotated through the colour of her yellow (yellow= lemon).
Next in Barthes theory is the Cultural code, this is the code in which the audience interprets and uses the
knowledge in their everyday lives. This can be applied in this music video mainly by women who have
stayed in relationships they haven't wanted to be in for much longer.
Another section in Barthes theory is the connotative code, this is how the actors are represented through
their thoughts, traits and actions. The female in this music video is shown to be quite cold-hearted and
'bitter' towards the male character.
7. Genre
The genre of this music video is made quite clear as the budget is low, and the video is very basic and
simple, this makes it and indie-pop music video.
Kapsis says that making the genre clear reduces the audiences confusion and allows them to accept
and enjoy the production more. There are 5 elements to the creation of video within a specific genre
these are; plot, character roles, visual style, values and themes and iconography.
Indie-pop music videos are known for there handheld cameras, low budget, simple props and make-up,
irony is often used to represent a sense of light-heartedness and humour. The Kate Nash video is a
mixture of all of these, clearly making it an indie-pop video.
The video used a handheld camera throughout, possibly representing an unstable relationship, also
humour is used when she eats lemons, also toy characters turn their back so they can’t see her
damage the mans property.
8. Representation
Firstly, Saussure and his theory of Semiotics.
In the video the use of objects are the main way that the director is getting across the meaning and message of the video.
The actions, colours and objects used by the two characters in the video all help to get the meaning across and allow the
audience to interpret the message.
Some people may interpret the objects, colours and actions differently as it is down to an individuals perspective.
Unhappy relationship
Brown jumper:
Dull/boring
personality.
Toys- Immature
relationship
“You humiliate me, in front of our
friends” - Petty
“I’d rather be with your friend mate,
because they are much fitter” – Childish
arguments
9. Representation
Visual pleasure and the male gaze is not the upmost important in the music, this is mainly
because of the indie-pop genre of which this music video is part of. The clothing and
camera angles used in this music video do not insinuate that appealing to the male
gaze is a priority for the artist, this also is reflected in the lyrics.
Another representation theory is the one of Hyperreality, this is not shown in this music
video, along with visual pleasure, it is not frequently seen in the Indie-pop genre as the
artist and videos that they create are supposed to be almost real life and relatable.
