How does media language incorporate viewpoints and ideologies in this music video? [15]
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| The video to Mad Hatter uses a range of polysemic visual codes to communicate themes of madness and the loss of sexual innocence |
Knee jerk reaction
The ideology of this video subverts hegemonic norms of society, in particular regarding mental health
Plan
High production values
Binary oppositions
Hermeneutic codes
Patel colour palette
Intertextual
Alice In Wonderland
Genre conventions
Horror
Pop
Fast paced editing
Props and mise en scene
CGI
Toys
Bright colours
Red roses
Symbolic codes
atypical hair and makeup
Beat matching
Visuals and lyrics combine
Utopian solution - boring dull lives of audience
Doll, representation
Perfection
Imperfection
Objectification
Polysemic
Applying knowledge and understanding: finding specific examples and suggesting meaning
"apply knowledge and understanding of the theoretical framework to analyse meaning"
- The MES of the creepy fuzzy toys function as an intertextual reference to Alice in wonderland, in particular the action of falling down the rabbit hole. Moreover, they fulfil a symbolic code, also functioning as imaginary friends of the performer. This reinforces the central ideology of the music video, one of mental health, mental instability and madness
- The pastel colour palette is symbolic of childhood nostalgia, which many intertextual references to children's books. This theme is repeated throughout the video to indicate a pure and vulnerable mental state, which forms a neat binary opposition to the creepy fairy-tale MES and the MES of surgical equipment and pills
- Helium is referenced in the lyrics, which is further anchored through the sound of her voice being raised in pitch.. Helium is a gas which can be misused. It is associated with children and balloons, and also being light, which might suggest mental instability
- The white rabbit functions as a hermenutic code, as we do not know who is behind the masks. Masks are symbolic of tricky and dishonesty and mystery. The symbolism of the mask is reinforced and anchored through the MES of a straight jacket, which further reinforces themes of anxiety and paranoia
- Symbolic connotations of childhood imagery. Exaggerated faces, and surreal and dreamlike scenarios. Childhood is synonymous with innocence, which makes it a popular choice to contrast with binary oppositions of fear, uncanniness and creepy imagery.
- The pastel white and pink roses turn blood red when Martinez touches them, which is symbolic of the death of childhood, and loss of innocence through sexuality. Here we have an attractive adult woman who is dressed like a stereotypical little girl. Perhaps this is symbolic of societies' intention to enforce innocence on women, and to gatekeep their virginity