2. Genre/ mise en scene
The main criteria for a pop video is the emphasis on movement
and dance choreography in the video. For Britney the dance
moves are the simple part, the more elaborate movement Britney
does is the flexible gymnastics side of the video when Britney
escapes from the Laser Trap. Young teens want to see and
expect Britney's signature dance moves this excites her target
audience. Her all nude outfit expresses her sexuality and
indicates her adventurous personality.
Britney is not specifically known for her singing voice however
her sex appeal makes up for this popularity in the public eye. The
air hostess outfit is a perfect example of Mulveys study of the
male gaze, its very short and revelling giving the male audience
what they want. Britney's change in hair colour from blonde to
black and red gives the audience variety in her characters she
plays so they never get bored of the typical blonde Britney.
3. Freedom and escape, are main factors of all of Britney's
music videos. In the toxic video the birds and the
aeroplane signify the representation of freedom Britney
has. Britney has always been in the media eye from
Disney at 17, however she did breakdown from her fame
and her music video ‘every time’ foreshadowed this with
the suicide scene. The props in her video support the
idea that she wants to escape and be an individual, for
example the motorbike and the plane, represent physical
escape. Britney's mise en scene of escape inspires her
target audience of teenage girls to want to be their own
individual or have the sense of humour to be anyone you
want to be with a disguise or a change of hair colour.
4. Camera work and editing
Britney is the main and only focus in the music video.
Through the use of close ups and mid shots of Britney
she will always be the main star of action. Long shots
are usually used to display the location Britney is able
to experience or to show off her body for example the
shortness of the air hostess outfit. Long shots are also
used to display the dance sequences however the
camera always focusses on Britney not the background
dancers. This is so the audience is always getting what
they want to see, Britney.
The editing in the toxic music video is rapid and
consistent to reflect on the beat and pace of the song.
Pop songs are usually use this technique however
Britney's ‘every time’ music video is a huge contrast as
the editing is very slow and calm to match the pace of
the song.
5. Star image/Brand
Britney’s body is her main selling point. Her target
audience share her hidden desire to escape. The
toxic video supports this persona of Britney.
Voyeurism/looking
Mulveys teaching of the male gaze supports Britney's
toxic video. Her nude suit she wears and how the
camera focusses on her legs and her bum at the start
of the video highlights her sexuality through the
camera angles Brittney controls her narrative she
manipulates men for her own desires. Britney winks
at the end of the video this signifies two implied
meanings one, that the wink could suggest sexuality,
or it could mean power and control? The answer is in
the audiences hands, they can decide.
