Revision - Component1a - Music Videos

Question

How do the representations in these music videos show the values, attitudes and beliefs of the producer?
Formation - Beyonce
Blackpink - ddu-du-ddu-du

Underline

How do the representations in these music videos show the values, attitudes and beliefs of the producer?

Knee Jerk

Representation - a re-presentation, where a group, issue or event is 'shown again' by the producer. By using media language to represent certain groups, the producer can both reinforce and challenge hegemonic norms. I shall argue that the video to Formation by Beyonce and the video to ddu-du-ddu-du by Blackpink both reinforce and challenge stereotypes of women.

Plan

• Semiotics - Roland Barthes

• Structuralism - Claude Levi Strauss

• Representation - Stuart Hall

• Pick'n'Mix - David Gauntlet

• Feminist Theory - Lisbet Van Zoonen/bell hooks

• Post colonialism  - Paul Gilroy - hierarchies of power still exist today!

• L/A shots

• Americanisation/Westernisation

• Shot in California

• Fast paced editing in BP, slow in formation

• MES of police and authority

• Rebelion

• CU shots - celebrity

• Gun fetishism - post malone?

• Gang signs! cute! binary opposition!

• Warlike!

• Video VHS effect - symbolic intertextual reference to police brutality captioned on dash-cams

• BP - men in balaclavas, men less important!

• Intertextual reference - BP girl swinging from chandelier: Miley Cyrus wrecking ball!!

• Celebrity iconography

• Shots of Hurricane Katrina, representation of racial conflict

• bell hooks - feminism is for everyone

• Intimidating mode of address

Paragraphs

PEA

One way in which the ideology of the producer of ddu-du-ddu-du is shown to be subversive through the use of glamorisation within masculine objects. For example, we see a pink diamante tank with one of the lead singers positioned on top eating popcorn,

One way in which the ideology of the producer of ddu-du-ddu-du is shown to be conventional is through the reinforcement of female stereotypes. This is primarily achieved through the consistently stereotypically feminine MES such as shopping bags, presents, jewels, gems and summer dresses. This is further reinforced through the feminine objects being situated in stereotypically masculine and aggressive settings, creating a binary opposition, and emphasising how unnatural this is...

Costumes in both videos are generally heavily sexualised, with the purpose of emphasising the bodies of the young, female performers. An excellent example of Van-Zoonen's observation women's bodies are used to fulfil the gaze of the male target audience, and to become an aspirational figure for the female target audience. This reinforces that the hegemonically accepted goal of all women in society is to be looked at by heterosexual men.

In Formation, the producer primarily represents black women as being of a lesser hierarchal status than white people. Long shot of Beyonce stranded on top of a police car demonstrates both her powerlessness and her vulnerability in the face of authority. Her 'formation; of women dancing in a deserted car park, demonstrating a lack of financial capital ..... The positioning of men around her, taking on the role of bodyguards is symbolic of danger

The symbolism of the Antebellum era costume demonstrates Beyonce's manipulation and ownership of the black slavery narrative. By being positioned as a slaver Beyonce is arguably placed into a position of power, however the polysemic image is potentially controversial for her audience.