I am going to look at representation in relation to my
advanced portfolio for which I created a music video for using Jack Johnson’s
acoustic rock song ‘Better Together'. However we renamed our artist as Nathan Vega who is of Asian ethnicity.
One way we used representation in our video was in the way
that we portrayed our artist. We did this by looking at similar rock artists
and their conventions such as playing a guitar and dressing casually with a laid back attitude. We applied these conventions to our artist and
dressed him casually with accessories such as a hat and sunglasses. We also
dressed him in this costume to give off a positive attitude and show that he is
not consumed by fame. When creating a digipak and magazine advert we made sure
that the guitar was main thing we would focus within the images to hint the
genre to the audience. Our artist represented the genre of acoustic/folk rock
well through his costume and props.
However one way in which we challenged simplistic representation of ethnicity in our genre, by using an artist from an Asian ethnicity, which is
contrasting from all the other artists that are signed to the record company. This
enables our artist to reach out to a wider audience and different people from
ethnicities. Representations can become familiar through constant re-use which
means that audiences of this record label/genre may find it new to listen to
and watch an artist who is slightly different.
We also challenged representations of a male artist by
creating an artist that is laid back and not as dominating as a stereotypical
male. He is casual and playful which is shown through various shots of the artist
laughing and just generally having fun. Our behind the scene shots and some of the close-ups of the artist were able to portray his humorous character away from acting out the song. This may attract a feminist audience as
he does not fit the stereotype of a normal male artist and is more sympathetic
and loving. He doesn’t take things too seriously either which may increase his
appeal. On the other hand the male audience may not accept this character as he
is not as masculine and serious about things. For example a distinctive artist
to ours, but from a similar genre would be Michael Bublé who is more masculine,
attractive and charming, fitting more to a stereotype of a male artist.
However our female character does not challenge
representations of females so much as we still see her depending on him for her
happiness. This is seen through shots of her gazing at photographs of the male
artist. This is an example of John Berger’s theory of ‘Men act, Women appear’,
with the male acting away and the girl just appearing at the end of the video
to make it all better.
Representations in music video are often made simplistic to
enable audiences to understand the texts and make sense of them. We have done
this successfully in our music video by using certain representations that
would relate our artist to the particular genre, as well as challenge certain
representations such as male stereotypes.