This music video has a simplistic linear narrative where the actress's actions have consequences that transport her to new locations. It has elements of science fiction due to scenes in a science lab and the actress's supernatural abilities. The video also contains elements of romance shown through pink lighting and scenes of intimacy. It can be considered a hybrid genre that innovatively merges sci-fi and romance. The target audience includes both male and female viewers as well as fans of the actress, Gigi Hadid. Semiotics like the setting and colors are used to convey meaning and shift the mood. The video represents the actress in a highly objectified manner through close-ups and revealing clothing that portray her as innocent yet seductive.

1. NARRATIVE
This music has a very simplistic narrative, which consist of a simple concepts carried through the entire music video. It
has a linear narrative, as each action of the actress has a cause and effect, showing that every determinate decision
affects her future actions. For example in the music video we can notice that each time she begins to do a new action
e.g. jump in a pool , she ends up in a different and new location. Usually linear narratives can be considered as boring ,
however this specific twist to the narrative is what makes the music video entertaining and engaging to watch. The
narrative can be said to be restricted, this is because we get to know and understand as much as the actual character
in the video does, therefore we are positioned in the same position of the character which is what makes the
audience entertained when watching the music video as they’re curious to find out what will happen next. The editing
of the music video is an essential element to the narrative, as editing is used to manipulate time we can see that when
the actress wakes up and begins to walk , everything is slightly slowed down as her walk is slow as well as all of her
body language and the people around her, this wouldn’t normally happen in real life and this was done to make the
audience focus more on her and make us understand the confusion that she’s going through. This can also bee seen
when there are multiple fast cuts, parallel editing, jump cuts etc.. They all show a manipulation of time which is an
unrealistic representation of time, this was done to match the pace of the music and to show the unhuman nature of
the character as at the start of the video she’s shown to be an experiment in a science lab. This music video appears to
have an unusual narrative and happening of events, and it could be considered to have a sci-fi genre due to the
science lab, and the supernatural ability of the actress as she’s able to travel from one place to another , which is
impossible for humans, however this music video is edited so that we accept what happens as the editing creates a
sense of verisimilitude, which we can relate to , this is when she walks in the building or when she has the shower.
This is a willing suspension of disbelief as we accept the ridiculous events and the breaking of the laws of science.
Looking at the narrative it has a set structure , which is known as Todorovs theory

2. GENRE
• This music video can be said to be a hybrid video, this is due to including several different genres all at once. The
main visible genre is sci-fi, this can be seen mainly by the use of mise-en-scene with the use of paradigms and the
following are seen in the opening scene of the music video where we can see the girl laying on a metal hospital bed,
supposedly in a science lab as we can see different types of metal scissors, different types of pills and drugs, gloves,
lamps which are iconographic elects of sci-fi and the lightning is of a blue- green shade which are colours that are
usually associated with the genre.
• The close up of her arm shows her wearing a hospital bracelet , to show that she has been under a scientific
experiment or an operation which we are unaware of. The fast jump cuts create an odd feeling as everything we see
is very unusual and doesn’t conform to set conventions. Furthermore her body language is very robotic at the very
beginning, which adds to the futuristic and scientific feeling of the music video.
• As previously discussed this music video appears to be hybrid as not only we are shown sci-fi characteristics but the
song is about love, therefore elements of sexuality, love and innocence can be seen in the video. There aren’t very
straight forward scenes which show love, however the pink lighting used through the video , is a reference to
romance and passion, in the clubbing scene everyone seems to be enjoying themselves , dancing and kissing which
are elements which we would expect to see in the love genre.
• The genre of this music video could be defined as being part of the INNOVATION SCHATZ CYCLE , one of the different
theories and views which Thomas Schatz put through, as it offers a high degree of innovation, experimentation and
merging of existent genres(sci-fi and romance) to create a new one. This music video indeed challenges audiences
and its from the originality of the genres which managed to gain popularity.
• The hybrid genre of this music video is in the “state of evolution” as its genres are changing as a result of audience
and industry practices; positive aspects of these are that it allows new pleasure and entertainment for the audiences,
it’s exciting , allows creativity and embraces new technologies.

3. AUDIENCE
• This music video has a main target audience of males, seeing as the main protagonist in
the video is a female which has been highly objectified. The main protagonist is in fact
an actual celebrity which many people know of , Gigi Hadid is the focus of the video ,
therefore this would enable the video to receive more views and using her means that
not only males will be appealed to watch this music video , however also her fans and
young teenage girls which aspire to be like her will watch the video; all of this therefore
means that the target audience is huge and varied.
• Breaking down the video there are different scenes which allow the audience to get to
know the protagonist and understand her background story. In the opening scene we
can see Gigi laying down on a bed in what looks like a science lab, this already suggests
to the audience that something odd and sinister is happening. This combined with
further scenes where other characters are present shows how she feels out of place
and almost as if she doesn't belong to where she is , and this makes the audience
sympathise with her and views her as a victim which is how women are generally
stereotyped.
• In terms of the editing , some scenes are faster and others use special light gel effects
e.g. when we can see her staring at the camera and her face is lit using bright gel
colours which adds to this idea that she does not fit in with the other people and the
environment around her.

4. AUDIENCE CONTINUED...
• In the opening scene , where we are shown her in a science lab could be
interpreted as if she has been taken and is now prisoner of her love for
someone and in the video she’s a prisoner stuck in a science lab and this
relates to the lyrics in the song “I want you to free me”.
• However, towards the end of the video Gigi is seen dancing with other people
which indicates that she finally understands where she is and what she is
doing and doesn’t feel out of place anymore as she accepts herself for who
she is.
• Overall, the audience are enticed to sympathise and follow Gigi ‘s character in
the video. Gigi being a female would attract a male audience, most likely
young men, and the actual song and the lyrics by Calvin Harris and The
Disciples would appeal to a female audience showing a balance of both
genders.
• Looking at the different theories within audiences, we believe this music video
links best with the reception theory (negotiated reading) which means the
audience accept the message but modify it to their personal account. For
example, someone may think Gigi is being sexualised throughout the video
whereas another person may see it as her embracing her femininity.

6. SEMIOTICS
• Semiotics are signs that help us interpret what is going on within the media.
• Within this music video we are shown a huge number of signs which allows us the
audience to understand it even further. Excluding the actual song, during the beginning
of the video we can hear screeching noises similar to what you would hear in a horror
movie, this suggests that Gigi (the main person in the clip) has gone through a bad
experience, this also links to the fact she is in a science lab and the camera quickly cuts
to science tools.
• The colours used in the video vary from basic skin tone colours and white which
connoted innocence to at the end of the video brighter colours like red, pink and blue.
This indicates that at the beginning of the video it was a more negative atmosphere
whereas the brighter colours used at the end connote something more positive.
• In terms of Gigi’s body language, she is seen mostly touching her hair and
dancing/walking around. We consider this a sign of her being the stereotypical female
and being highly seductive within the video.
• The locations used are the science lab at the beginning which then moves to a darker
room which indicates a negative mood but similarly to the colours it then changes
location to outdoors near the sea and in the sun which changes the mood of the video
completely to a more positive mood.

7. REPRESENTATIONS
Watching the music video we can come across different representations which create a strong
meaning for the video. The first , most important representation, is the way the protagonist which is a
woman, has been represented using editing, mise en scene and camera.
The music video highly objectifies the protagonist , this can be seen by the extreme close ups of her
face , such as her eyes and lips, which are main appeals for men; at the start as the video begins with
showing her body in a plastic bag, this opening scene is very powerful as the camera is being moved
so that it follows the curves of her body and this is emphasized as she’s only wearing a bra and
underwear, objectifying the woman and portraying her in a stereotypical way. Also she’s continuously
looking at the camera , with and innocent look on her face which is combined with what she’s wearing
at the beginning which is a white dress, signifying purity and innocence,, which again is a negative
representation of women. The shower scene is very sexual and seductive , here we can see the
protagonist making a lot of eye contact with the audience whilst having a shower, this is one of the
main scenes which stands out as it’s a turn on for men and makes women come across as nothing but
beautiful, obedient, fit and sexual. Something which stands out is the fact that she has no dialogue all
throughout the music video, she has no voice and this confirms how women are stereotyped to be
silent and not having a voice , the strength to stand up to themselves. Feminists like Laura Mulvey
would argue that women are represented in a hegemonic way and that they are presented with a
male driven view of femininity which establishes women as the subordinate sex and in this case
women are represented as as saintly angelic housewives.