Show me love

Robin S

Audience theory..• Uses and gratification theory applies to this music video because the

audience has a choice to watch a dance video like this and therefore the viewers of the music video control what us produced, The audience may watch this for the benefit of themselves in order to give themselves pleasure from watching an upbeat dance video.

The mis-en-scene of a dark high energy room, makes the audience active in wanting watch music videos like this, and this is why they became popular in the 90s. Also, the digetic sound of music makes certain tracks become popular and they make reach the charts. The editing seems natural, which encourages the audience to view the video. Also the camera shots are realistic, making the audience feel like they are involved in the video. This controls the consumption of the music video and makes it more popular.

The music video conforms to the uses and gratification model because the audience control the popularity of the video.

Audience theory.• The basic model does not apply to this music video, because there is no narrative, it is

more the filming of a concert scene. We cannot identify with the main character as she is performing, and there is not really much education as it is an activity of leisure. Although, it does conform with certain theories because it is made for enjoyment. The sound fits with the realistic camera shots and there is an element of ‘high life escapism’. Also, there is a large element of social interaction, as we see people socializing.

This theory partially conforms with the the basic model, although due to the context of the music, there is no real structure.

Genre theory.. • Neales’ “One way of defining

genre is a set of expectations” is specifically important to the genre of a dance video, as it is expected to see mis-en-scene of darkness, lots of dancing and loud music and also plenty of people. The editing should be fast pace, for example lots of jump cuts and possibly long shots. This conforms exactly with the video ‘show me love’.

Genre theory..

• Bordwell suggests that we should make referential sense of a film by framing the genre. This music video is a dance video however it doesn’t frame that specifically.. For example, there is no iconography that is repeated to suggest genre.

Representation theory..

• Visual pleasure and male gaze specifically applies to this video because Laura Mulvey suggests that woman connote ‘to-be-looked-at-ness’. There are several scene of women being seductive especially with men.

The lighting is dark and the shot is taking from a distance, almost hidden. This gives the shot almost a hidden edge, suggesting the woman may be objectified.

Representation theory..

• Semiotics is not relevant as there is no signs or representations.

For example unlike Heart = love, in this music video there is no:

Signs -> Representation -> Interpretations of signs. It is merely just a commentary of a night out.

Narrative theory does not apply.• Todorovs theory that stories begin with an equilibrium and then a

problem arises which is then resolved and results in the state of equilibrium returning doesn’t apply because there is no clear narrative throughout the music video. This is the same with Propps theory of the 8 characters. Despite the fact due to the conventions of a music video there are not generally 8 characters, the sound would make it impossible for a narrative that strong to work. Binary opposites is also not applicable as again there are not enough characters.

Barthes theory - the hermeneutic code.. Suggests that details in stories are held back and therefore it leaves the audience constantly questioning what Is going on. There are ‘snares’ which are deliberate evasions of the truth, shown by harsh bright lighting which slightly blurs the screen. Also long pan shots which gives only a quick over view of what is happening.