Like some other pop videos, ‘Cheerleader-

OMI’ is based on narrative and

performance; the preferred meaning is

prominent as it appears that there is no other meaning.

Stuart Hall is not the only one to stress the popular reception theory as a way of interpreting texts. The theory suggests that one meaning that is given/intended in a music video is not always accepted by the audience as the only meaning to the video. It is likely that the less shared heritage a reader has with the artist, the less he or she will be able to recognise the artist's intended meaning, and it follows that if two readers have vastly different cultural and personal experiences, their reading of a text will vary greatly.

The literal meaning of the lyrics as well as the visuals is that the artist will be loyal to one girl even though all the other girls are tempting because she stands by him.

There seems to be a continued focus on the woman that he promises to stand by and initially it seems obvious that the reasoning behind her prominent position in the video is because he is singing about her but with further analysis it becomes apparent there may be a deeper meaning behind her dominant appearance within the song.

After further analysis, a deeper message comes into play as the woman does not become jealous or aggressive despite the tedious amount of attention the other, half-naked, women give her partner. This could indicate the stress on pop artists partners as their famous spouse is lured in by other women who crave their attention. The woman appears quiet passive, suggesting that she has become accustomed to this lifestyle.

Another interpretation could be the idea that the woman is there purely because she is aesthetically pleasing. The male artist refrains from showing her much physical attention and she appears to dance after him and cheer him on whilst he is playing sport as though she is arm candy and purely there because she is easy on the eye. He interacts with her when something more important is not happening.

Perhaps what’s dangerous is the way the message of this video could come across to younger girls who will be watching music videos this summer and who will be looking for a female role to follow in the video. They will see a woman who wears less, dances dirty, and continues to cheer on her boyfriend in spite of the lack of non-physical attention he gives her. In the movie and song, the GF is a giver and rarely a receiver; OMI only promises sexual pleasure. The way this could shape young girls’ expectations for themselves and their future romantic partners could be dangerous.

This links into Laura Mulvey's theory that women are how they are in order to please men. She thought of the idea that everything in media was created with the intention of a male audience that want to see women how they like them to be and after deconstructing the individual beats and shots of the music video, I found when the women are dancing there are close up's where the women are gyrating or shaking their sexual body parts.

Similarly, Goodwin's theory, made up of 7 stages, contains a similar idea of voyeurism whereby women are exploited. Goodwin's theory explains 7 stages that a music video is made up of and they do fit the vast majority of music videos, including this one. The recognition of sexual behaviour is a major part of this music video where the women create the narrative and performance side of the video.

The women dominate the video as they are aesthetically pleasing, they are what the audience want to see which links to voyeurism as although Jeahn Felix is the artist, the women are selling the video by behaving sexually.