Representation in the Video

What issues of representation are found in the video?

Female representation conventions that are in the video:

·         Character is concerned about appearance

·         Lighting includes colours associated with women?

·         Atmosphere / mise-en-scene – most of the locations/deco is feminine orientated

·         Sound – song fits into Riot Girl genre, so female lead fits & corresponds

Countertypes in the video:

·         Female lead – unusual?

·         Independent – one of the only characters shown

·         Camera angles – often straight on and up close – direct – you are on the same level and forced to interact? Has to be taken seriously

·         Complex character – emotions are conveyed through actions/sound/lighting

·         Lighting also includes stronger colours – not often associated

·         There is no male gaze – character is not objectified

·         Image/appearance of the video is controlled by the woman

Age representation conventions that are in the video:

·         Lighting – vibrant and exciting / energetic

·         Sound – towards the end, the song gets louder and faster – also fits into representation that young people are energetic and loud

·         The song could also be interpreted as loud/offensive towards the end – young people can be the same?

Countertypes in the video:

·         Character doesn’t do bad / irresponsible things in the video

·         A lot of the video is filmed in the home – young people are often associated with streets etc.

·         Camera – stays still most of the time – counteracts energetic stereotype