The music video for Madison Beer's "Dear Society" uses a narrative format to portray the harmful effects of social media and societal pressures on a person's perceptions of themselves. Shot with a grainy, vintage aesthetic, the video shows Beer as the subject of an experiment who is injected daily with a dose of internet and social media. This grows her addiction and leads her to change her appearance and behaviors to match social ideals promoted online. The video aims to show how constant exposure to social media can negatively impact one's life by changing their perceptions of reality.

1. MUSIC VIDEO ANALYSIS
In the following slides, I will be
analyzing ‘Dear Society’ music
videos in detail, respective to it’s
visuals and meaning behind the
production.

2. Track Title: Dear Society
Artist: Madison Beer
Genre: Pop
Record Company: Epic Records
Produced by: Big Taste and One Love.
Music Video Type: Narrative based
Concept/Narrative: “Dear Society,” is all
about how the internet and social media feed
into a person’s perception of themselves and the
world as a whole. Madison Beer’s “Dear Society”
lyrics are so relatable and send a message about
the powerful and sometimes-destructive nature
of social media. In the song, Beer sings about
relying on the internet to get through the day.
She basically positions the internet as a lover of
sorts and the song takes the form of a love song.
So, it’s a pretty interesting take on how people’s
relationship with the internet and social media
can affect them.

3. Representation: Shot with a grainy, vintage
aesthetic, the video mix’s elements of cult thrillers
and psychological horror as it subtly shares the
songs deeper message about the harmful effects of
societal pressure.
It has a more futuristic approach which is shown
by her costume, the set, and props. The geometric
shapes such as one of the chair the window/ hole
in the walls round white light on the floor in a
circular form around her. It delves into the
prevalent subject of social media and it’s adverse
effects on the youth.
The singer vents her frustration while giving
instances of the means in which her love for her
screen has changed her perceptions. She talks
about trying to change her diet and her physical
appearance to suit what society through social
media judges as right.
Indeed, her song is addressed to society because it
is the very same people who are participants on
social media and propagate their fixed ideals
there.

4. Ideology: The main ideology behind this music
video is how the internet and social media feed
into a person’s perception of themselves and the
world as a whole. The way Beer gets injected by
the doctors/scientists is actually the daily dose of
internet and social media. The whole video is
shown as an experiment and Beer herself is a
victim.
In the song, she portrays her exposure to the
internet and social media as the main cause of
certain addictions she has been unable to quit. In
fact, her addiction to all the joys and ills of social
media is what she believes is negatively affecting
her life.
It shows her frustration while giving instances of
the means in which her love for her screen has
changed her perceptions. She talks about trying to
change her diet and her physical appearance to
suit what society through social media judges as
right.

5. Audiences: The target primary
audiences for this music video
would be both male and female
from early teenagers to people till
the age 30 years because in this
age group you try to fit into the
society and face social pressure of
being a perfect individual according
to it’s values, ethics and rules. The
stereotypes are shown about being
ideal in other people’s eyes so this
is more relatable and personal
topic close to such age group.
Moreover Beer herself is active on
social media like instagram,
YouTube etc. Much of the younger
generation is familiar with her.

6. Codes And Conventions:
-The simple minimal design gives a
futuristic touch to the song
-The glass enclosure and the men
wearing lab coats approaching with
statistics papers shows an out look of
interrogation/experiment happening.
-The low key light blue light is associated
with health, healing, tranquility and
softness so her sitting with the injection
suggests her healing process.
-The red light red is associated with
vigor, willpower, rage and anger her
becoming suffocated because of the
whole experiment is clearly shown.
Especially the blurry slow-motion effects
add up to the scenario being shown.

7. Technical codes :
Camera work:
-A variety of shots have been used in this music
video but mostly full shots and mid shots are used.
-Some shots, such as over the shoulder and
extreme close-up, was seen during few time slots.
-She is shown singing in mid close-up shots and
with the cuts to previous scenes in which she is
acting .
-In the scene in which other characters are shown
such as patients or doctors, wide shots are used.

8. Lighting: Both high key
and low key lighting were
used frequently but other
than that round light on
then floor is used when she
sits recovering and in one
scene the red light in the
background shows her
going mad. In most scenes
the fill light was removed
to add shadows.

9. Laura Mulvey:
She suggested that the women in the media are
viewed from the eyes of a heterosexual man,
and that these women are represented as
passive objects of male desire. From the
feminist perspective, this theory can be viewed
in three ways: How men look at women, how
women look at themselves and finally, how
women look at other women.
Mulvey believes that women are in fact “the
bearer of meaning and not the maker of
meaning,” which suggests that women are not
placed in a role where they can take control of
a scene, instead they are simply put there to be
observed from an objectified point of view.
In this music video, in which self awareness is
being promoted, Beer’s body suit shows a
typical figure expected to be seen by the
society.