What should be done:
You must choose a ‘rich’ text. In this example we are focusing on
representation of gender in music videos, therefore I will choose ‘Cry me out’
by Pixie Lott.
Begin by watching the text and making notes about messages
and values. You can do this as a mind-map.
Create a table as below and organise your thoughts into a
detailed de-construction of the text
Once you have completed a table and decided what the messages
and meanings are then you can organise a written response of approximately 300
words. Use screenshots to illustrate your points.
How should it be
done?
Mind map your ideas
and observations as you watch the music video at least three times
Pick four or five key
points in the video which you can use to explain the messages and values. Refer to your key concept in your analysis
De-constructing ‘Cry
me out’ by Pixie Lott
|
Signifier
Denotation
What can be denoted
What you can see
|
Signified
Connotation
What is connoted
What the signifier means
|
|
Pixie Lott descends the stairs
in a large mansion singing and addressing the camera in a series of sensual
and provocative poses wearing a tight fitting black dress and high heels. She
is heavily made up with carefully arranged blonde hair and close-ups reveal
her pouting coyly.
Pixie Lott is positioned on a
chair looking insouciantly splendid
while someone dressed as a traditional maid- servant in uniform ties her
shoelaces
In this shot Pixie Lott is
lying on a table covered with food such as lobster surrounded by men drinking
wine. This is a bird’s eye view of the
artist writhing on the table dressed and made-up in evening wear.
There are further scenes of
Pixie Lott dancing in her mansion and drinking a cocktail by a swimming pool.
At the end there are two close
ups of the male crying and then Pixie Lott sardonically wiping her own tears
away
|
This sequence reveals the
beauty and glamour of the artist as someone the audience may aspire to
be. She is the essence of British
celebrity and one could apply the theory of Laura Mulvey’s ‘male gaze’ to
suggest that she is seducing the camera. The camera being the male point of
view.
The lyrics suggest that it is
her male partner’s loss that their relationship is over as he is seen crying
in the opening frames and it is intimated that he cheated on her, ‘you played
me.’
The image is of someone so
rich that she has servants to address every whim. Is this idle life of the rich a positive
aspirational role model for young women? It brings to mind celebrity culture
and the image of the footballer’s wife or girlfriend celebrated in lifestyle
magazines.
The artist is trying to make
her ex-partner jealous by showing she has forgotten him. However, in terms of
representation this is problematic as the men are almost ‘devouring’ Pixie
Lott as if she is an expensive consumable like the food and wine.
These images of an idle rich
lifestyle are meant to show the ex-partner what he is missing. There is a decadent splendour to the way
her lifestyle is shot in black and white that glamourises the artist.
This suggests that Pixie Lott
is in control of this relationship and far from being hurt she is over the
pain and having a great time. This may appeal to a female audience as it is
the aggrieved party who was ‘played’ that is now in the better position.
|
Other questions
that you could consider
What is your opinion
of the representation of gender in this video ?
How is an audience
targeted?
How could you link
the representation of Pixie Lott in this video to the wider representations of
women in celebrity culture and media such as lifestyle magazines?
No comments:
Post a Comment