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| I'm pretty certain this video was made to be analysed in A-level media studies classes |
How do the representations in this product show the values, attitudes and beliefs of the producer?
Formation - Beyonce
Blackpink - 뚜두뚜두
Underline
How do the representations in these music videos show the values, attitudes and beliefs of the producer?
Kneejerk (and introduction...)
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 뚜두뚜두 by Blackpink both reinforce and challenge stereotypes of women.
Plan
L/A shots
Americanisation/ Westernisation
California shot in
Fast paced editing in BP, slow in formation
MES of police and authority
Rebelion
CU shots - celebrity!
Gun fetishism - post malone???
Warlike!
Gang signs! Cute! Binary opposition!
Video VHS effect - symbolic intertextual reference to police brutality captured on dashcams
BP - men in balaclavas, men less important!
Intertextual reference - BP girl swinging from chandelier: miley cyrus wrecking ball!!!! Using celebrity iconography
Shots of Hurricane Katrina, representation of racial conflict
Bell Hooks - feminism is for everyone - Formation: power, unity and strength of black women
Paul Gilroy - postcolonialism - hierarchies of power still exist today! Racist stereotypes exist
Intimidating mode of address
Content
- One way in which the ideology of the producer of 뚜두뚜두 reinforces conventional hegemonic ideologies 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' or exceptional this is. Levi-Strauss suggests that binary oppositions create emphasis through difference, reinforcing dominant modes and ideological perspectives.
- 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 heerosexual men.
- In formation, the producer primarily represents black women as being of a lesser hierarchical status than white people. Long shot of Beyonce stranded in 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 i 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