How does media language incorporate viewpoints and ideologies in this music video? [15]
Knee jerk reaction
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| This video uses a number of stereotypes of Eastern European people and cities in order to construct a quirky, amusing, yet potentially offensive narrative |
This music video presents an unconventional ideology through the use of media language
Timings
Component one section A ('unseen') - two minutes per mark. So 15 marks = 30 (37.5 minutes for extra time)
Component one B - One minute per mark
Component 2 - 50 minutes per industry
Plan
Eastern European setting
Continuous narrative
Fast paced editing
Retro, old fashioned
Run down
Themes of crime
Everyone's white
Symbolic annihilation - where the producer choses not to represent a certain group
Themes of drugs alcohol and sex
Regulation
Objectification of women
Exotic outfits
Animal imagery
Chaos
Self depreciation
Self critical
Weird, kooky, eccentric strange
Barthes
Hermeneutic codes
Vodka
Stereotypes
Deeper meanings
- Van Zoonen argues that men and women are encoded differently through media language, and this reinforces patriarchal hegemony. There are a number of highly sexualised representations of women in this video, especially the representation of the Sex worker, who appear in revealing lingerie, and is clearly hegemonically sexually attractive. She forms a binary opposition with the main female performer, who, while she is also clearly attractive, is not coded as being hegemonically attractive. Throughout the video she pulls a range of exaggerated facial expressions, makes a range of foolish gestures and dances, and the fact the model is slightly larger than the other women in this video. This representation reinforces the ideology that in order to be successful, women must either fit in to a rigid and specific gender stereotype, or simply be funny while not being sexually attractive
- Close up, high angle POV shot of dancing is a binary opposition between childish innocence and adult sexuality. This constructs a stereotype of Eastern Europe as being a lawless, and chaotic place
- MS of dancer pouring vodka in to mouth messily, which reinforces stereotypical perceptions of Eastern European people, and also diminishes the clear issues surrounding alcoholism
- MES of police uniforms connotates a country filled with crime and disorder