Analysing Music Videos

This is the music video for the song "what do you mean'. The analysis will be according to Andrew Goodwin theory on the features of music Videos.

1.

Firstly we see a close up of Justin Bieber to show his star image and sell him as powerful and to act as a promotional tool for Him. This close up is shown alongside a high angle to show that he is the singer in the song and represents him as the star and to make the audience focus on him and his looks.

2.

Here, a wide shot is used to show a contrast between the two people shown in the shot, we see that the women in the back is not wearing any clothes. We can see that the women is showed in a more sexualised manner, of which this is done deliberately to attract a male audience to listen to this song. This shot also represents a gender inequality, allowing male views to objectify the female in the music Video, whilst the male artist retains more powerful.

3. 

this shot of Justin Bieber Kissing the girl is used to portray him as a sex symbol, it also is used to sell his star image and sell him and dominant and attractive. This also highlights the ideas of male gaze as 'sex sells'  and thus portraying him in a powerful manner. The colour within this image is a shade of red which connotes the idea of love, which again is used to match the performance to the narrative. The red colour is also used to portray the idea that he is no longer a teenager singer and is now grown up and dominant.

4. 

Here, Editing techniques such as cut to the beat and quick cuts are used to match the tempo with the visuals. 

5.  

discontinuity shows that the music is not working in order and keeps repeating the same scenes, in this case discontinuity editing is used to repeat the sex scenes which is shown multiple times within the music video, from different angles. The idea that the audience keeps seeing this scene also links to the idea of Voyeurism as the audience likes to watch. This again highlights the idea of sexualisation and to promote the male gaze as 'sex sells'

6. 

Discontinuity editing is again used, as the music stops half way through to make the music video seem more like a film. This is now a common convention in big artists as they can afford to dramatise the music video and draw attention to the artifice of the music video