Component 1 section A - music videos

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

Formation - Beyonce
Unseen - BLACKPINK

• Low angle shot of girl on chess board shows power of women and female dominance
• Low angle shot of girl walking in a classroom suggests er power and importance  
• low angle shot of girl in what looks like a wedding dress in a church suggests love, power, importance and innocence 

Representation is 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 thee video to DDU DU DDU DU by Blackpink both reinforce and challenge stereotypes of women.

Plan:

• Codes and conventions
• Editing (fast paced and quick)
• Structure/narrative
• Mise en scene - costume, hair makeup
• chess piece 
• sound
• Low angle shots
• Americanisation/westernisation 
• Shot in California 
• MES of police and authority 
• Rebellion 
• Close up shots - Celebrity
• Gun fetishism - Post Malone??? 
• Warlike 
• Gang signs - cute, binary opposition 
• Video VHS effect - symbolic intertextual reference to police brutality captured on dash cams 
• Blackpink - men in balaclavas, men less important 
• Intertextual reference - Blackpink - girl swinging from Chandelier - Miley Cyrus wrecking Ball. Using celebrity iconography 
• Shots of Hurricane Katrina, representation with racial conflict 
• bell hooks - feminism is for everyone - formation: power, unity and strength of black women
• Paul Gilroy - post-colonialism - hierarchies of power still exist today
• Intimidating mode of address - both direct mode of address
• Tank in BlackPink has handbags on gun suggesting a sexist stereotype about women

One way in which the ideology of the producer of 뚜두뚜두 is shown to be conventional is through the costume which tends to be revealing and sexualised with a purpose of emphasising the bodies of the young, female performers. The costumes worn are stereotypically what would be seen in a music video, with revealing costumes and many different costume changes showing the celebrity status of the girl group. Reinforcing Lisbett Van Zoonen's male gaze theory where the observation of 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. 

One way in which the ideology of the producer of 뚜두뚜두 is shown to be conventional is through the reinforcement of female stereotypes. This is primarily achieved through the consistently stereotypical feminine Mise en scene 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 oppositions, and emphasising how unnatural this is...

In formation, the producer primarily represents black women as being of a lesser hierarchal status than white people. Long shot of Beyonce standing on top of the 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.

The symbolism of the antebellum era costume demonstrates Beyonce's manipulation and ownership of the black slavery narrative.