Music Video: Representation “Beyonce: If I Were A Boy (2008)”

Are masculinity and femininity a social construct?

Yes to a certain degree they are for various reasons. Firstly they identify roles which men have to take and the roles which women have to take, separate from each other. A woman’s role is to look after their husband, and even have a job at the same time if they wish. A men’s role is to provide for their other half. As you can see a woman’s role is much more diverse as they have to do more, however a man’s role is hard as he has to bring the money in to stay financially stable. However a woman is seen to multi task therefore fulfil more than one role to help their man out.

This is shown in the music video at the start, where the man (portraying a woman) is getting breakfast ready for their other half who doesn’t even acknowledge it and just walks away. It is also shown when the woman (portraying a man) stays out late with friends and doesn’t even pick up the phone when her partner phones.

See Link: Beyoncé: If I Were a Boy (Official Video)

Stereotypes

The first stereotype in the music video which is shown is ‘unfaithfulness’ this is shown towards males. As the singer is portraying her partner by singing ‘I’d kick it with who I wanted and I’d never get confronted for it, cause they’d stick up for me’. This represents how men are can do whatever they like and not get into trouble as their friends would back them up, even if they are lying. This is stating that men are ‘unfaithful’ when not all men are, fitting into the stereotype that men are jerks.

Another stereotype towards men which is shown is ‘obsession and control’. This is shown in the middle of the video where the roles of the characters switch to show Beyoncé as herself and her man as himself instead of opposite which was shown from the start of the music video. In this scene we see the man saying to his women ‘why’d you make me look like a fool’ which suggests she embarrassed him. Indicating his control over her as he doesn’t like his women to overshadow him, as he wants to be in control. This shows his status and dominance, as he feels like he has to be in control as he is a male.

Chanel No.5 Advert 2014 (Audience/Inside Chanel No.5)

Audience Positioning/Target Audience

Firstly the main target audience of the text is older females as the fragrance is aimed at them and not the younger generation due to what it connotes at its signature scent is very strong, therefore immediately recognisable amongst the older generation.

Whilst audience positioning of the text includes preferred, oppositional and negotiated reading. First off the preferred reading of the text is that the director showcases the advert like this: A woman, a destiny, a perfume. N°5 #theonethatiwant: The world’s most desirable fragrance (tagline/fragrance reference).

Whilst the negotiated reading is audiences feeling nostalgic about the advert as its been directed by the famous Baz Luhrmann known for the great Moulin Rouge and his most recent work ‘The Great Gatsby’, therefore making everyone remember what he’s about as the advert is lavish and prestige just like his major films have been, notably ‘Moulin Rouge’ (2001) which starred Nicole Kidman who was the main face of ‘Chanel No.5’ from 2004 all the way to 2009.

Leading on to the oppositional reading of the text being that a woman needs a man to be happy, as at the start of the film she is in her zone, until the man enters, making her reflect on their relationship, drawing her in again.

Furthermore shown when her minds distracted from her work as she gets emotional straight after fleeing off to find him. Showing that she needs him to be complete when really she can just focus on herself as he may end up hurting her again (hinted at when he leaves straight after leaving a letter for her, showing that he doesn’t stay at the house, leading him to drive off after).

Explore more (the world of Chanel No.5), follow link: Inside Chanel No.5 (the history)

Chanel No.5 Television Advert 2014 ‘Baz Luhrmann’ (Analysis: Setting)

View Link: Chanel No.5 Advert 2014

The advert starts off with a setting of the ocean (filmed in Fiji, due to its ambient setting, not to mention the motion of its waves), luring audiences in with an underwater shot. The advert was shot here due to its connotation of tranquillity and peace following the theme of the advert being ‘the one that I want’. Which also holds reference to the fragrance advertised ‘Chanel No.5’ as its iconic in itself due to it being around for years, symbolising its prestigious quality aimed at older females due to its strong tones, as its seen as an essential fragrance in every modern woman’s life as that what it’s all about, especially this series ‘No.5’.

The second location in the film is Queens Borough Bridge (Manhattan, New York City), this is an iconic setting which links with the director’s preference as this was where he based his last film ‘The Great Gatsby’, starring Leonardo DiCaprio. However Baz Luhrmann in this particular film used a simulation of this setting, therefore in this short film the setting was not simulated as it was actually shot there, adding authenticity and rawness to the production so that the audience get a feel of where its shot as New York itself connotes love, mystery and feeling, therefore fitting to the story of the film. Showcasing a love between a man and a woman falling short (hinted at the start when the man leaves a note for the woman and immediately goes after, suggesting he wants her to come get him) then being re-lit.

This location also used the iconic setting in placing the ‘Chanel No.5 Logo’ in the scene making it more aesthetically impacting, as its created the place to look more ‘Chanel’ as it’s at night connoting glamour, expense, all associating in with ‘Chanel’. There is also the theatre, where the singer is singing (Lo-Fang, known for his grasp tone/instrumental skills as he plays the violin in the film himself, adding to his vast music ability).

This setting is picturesque as it’s where the man is waiting for the woman, it leaves the audience with anticipation if she will come or not as it adds to the song in some ways ‘the one that I want’ contemplating she is his only, in other words ‘the one’. Which could further be drawn in association with ‘Chanel No.5’ as it describes it as ‘the one’ fragrance which older women need as in some ways it’s a part of them therefore ‘essential’. Which furthermore makes them who they are as a dab of ‘Chanel No.5’ is historic, subtle, and smooth, making the women feel embraced as such as it’s a ‘vital’ part of her, just like love is in one’s life (depicted through the film).

“The other thing about New York in the most contemporary is the city which expresses the universal, it’s to me the cross roads of the world, New York is the place to live all kinds of lives, it’s the place of fiction and possibility”- Baz Luhrmann (Chanel No.5 Set: The Locations), video

The last location is where the house is upon the shore (this was filmed in Montauk) where the female character runs in after she has surfed as she sees the man leave, immediately making her wonder why he didn’t stay. The reason for the film being shot in Montauk was for the house, due to the building being very modern, clean and updated (signifying a very modern Chanel as described by Baz himself), not to mention very open therefore making the director find it fitting, as it shows how much Chanel has evolved as such as it’s still around in this modern era, showing how its impact is still an ongoing thing, as it hasn’t declined or been taken off as it represents Chanel the most. Especially out of the other fragrances. This is because it’s a classic, as older women are still buying it to this day because it has a signature smell, bottle and even a deep history behind it, way back to the likes of Marilyn Monroe in the 1960’s as shown in the ad representing Chanel No.5 last year, showcasing old archive footage of what Marilyn wears. In the interview footage she declared: “I only wear CHANEL N°5 (to bed).”

Film: Editing of ‘Despicable Me 2’ (2013)

Many editing techniques are used in this movie. For example a jump cut (Moving abruptly from one scene to another) is used at the start of the movie. This is when someone bad is going on, which sets the movie off straight away. The scene then changes straight away to a different location, Gru’s house. This is a prime example of a jump cut as the audience are taken on a ride from one scene to another very quickly, so they have to make sure they are observant, otherwise they may miss some of the action.

Another editing technique is of a superimposition (insert below). This is where two or more images are placed directly over each other (i.e. an eye and a camera lens to create a visual metaphor). This is seen near the middle of the movie. Where the princess has taken the hero away to get him to meet with her superior. The minions are unaware of this, therefore are trying to get him back. This scene (below) shows one of the minions being caught out, as they are being looked at through the rear view mirror, facing towards the camera. This shows a shot within a shot as the camera is not only showing the mirror, but also what’s inside the mirror, signifying to the audience all that is happening.

TV: ABC’s ‘Revenge’/CBS’s ‘Stalker’ (Location)

‘Stalker’ and ‘Revenge’ both use New York as their retrospective backdrops. This affects audiences more as they feel inclined to view the programmes, desiring the lifestyle. Through the dramatisation of the city lights, emphasising a realistic back drop, as cities are big and busy connoting realism. ‘Revenge’ also represents The Hampton’s; this setting connotes luxury and class highlighted through social status. The back drop is seen to be exclusively for the wealthy, demonstrating hierarchy. In a sense it shows how these individuals are very dominant within their society, due to the power they possess. An example of this is when the protagonist is at her lavish engagement party, hosted by her fiancé’s mother (who is the antagonist). The venue is at Grayson manor, emphasising the rich society coming together for this engagement. This shows the audiences how the setting is used to complement these particular type of people. Comparatively, ‘Stalker’ also expresses wealth through the lifestyles but not as much, however the symbolisation of power plays its part. For example the LAPD are a wealthy workforce, acquiring the latest software and tech in tracking down the stalker(s). This is shown with the setting of the LAPD department which is big and well maintained. They are also provided anything they require by other police departments. Power is inserted through the authority the LAPD have, which is different to the type of authority in ‘Revenge’, as the authority is to do with social status and wealth.

Location of ‘Revenge’

ABC’s Revenge Vs CBS’s Stalker (American TV Series)

Are ‘Revenge’ and ‘Stalker’ typical of their genres?

Genre: Crime-Thriller

ABC’s ‘Revenge’ is typical of its genre as first off the whole story revolves around the protagonist. This is followed by the generic conventions of this genre which include a gun, a box of diary entries (from the protagonists father) and a wrist tattoo which the protagonist has. This being infinity sign which connotes her path of vengeance as she’s going after those who were involved in her father’s death, as she believes he was framed for things he didn’t do. This adds to the type of genre it is as it has certain involved in it such as betrayal, loss, vengeance and hope. These in themselves are generic as they make the story, this because they are central running themes which overlap in order to disrupt or even solve some conflict between the protagonist and antagonist.

Whilst the second text ‘CBS’s ‘Stalker’ is in the fact that its primary focus is crime, as it’s centred on the LAPD solving stalking cases. The generic conventions include murder, weaponry, obsession, guilt, fascination amongst many other things. These elements involved are what make ‘crime’ dramas as they’re all about ‘solving cases’ by stepping into the protagonists shoes in order to let justice present itself. You could say this particular theme of justice and even obsession also runs in text one. This is as ‘Revenge’ showcases what the protagonist is embarking on (i.e the identity she’s taken over) in order to avenge her father David Clarke. Whilst the theme of obsession lies in the fact that the protagonist is ‘obsessed’ with avenging her father, so that she can expose ‘the Grayson’s’ for what they really are.  Whilst it also focuses on ‘thriller’ as it involves the stalkers emotion, guilt (if any) and of course motive to why they have fixated upon their victim (if ever made clear, otherwise left a mystery). Other elements include: the chases and going against the clock. This is important as its very significant of this genre as it’s all about the ‘adrenaline’ as such as a thriller is fast paced or slow going, which eventually picks up when the times is right leading to a battle of sought between the protagonist and antagonist, thus fitting into the crime-thriller’ genre due to what it conveys and all the generic elements it includes (i.e a gun and so forth, connoting danger and murder).

In comparison the main background is a particular place where it all starts. In that it’s where plans are made to infiltrate the antagonist either on a routinely basis or straight away. This tells the audience what their behaviour is like through how they go about the situation. For example in ‘Stalker’ The LAPD are sometimes quite slow to react as the stalker leaves before they come, which they eventually find. This is deliberate of this particular genre as it’s almost ‘the chase stage’ as it’s where the antagonist is captured. However in ‘Revenge’ the protagonist keeps infiltrating danger to those who were involved in her father’s entrapment. Therefore you could say that she uses the more deadly approach as she’s unforgiving in her quest for justice as there not middle ground as she’s on a path of vengeance, in proving that her father was innocent by terrorising those who were involved so that they can feel some of the pain she and even her father went through.

Another comparison which can be made from both texts is the theme. The themes are significant of their genre as in both the theme is unforgiving and dark and sometimes even sinister (predominantly seen in ‘Stalker’). This aids the story as well as the narrative typically follows the protagonist either avenging someone close to them to more than one protagonist fighting for the victims of ‘stalking’. Thus one similarity which can be made in both is the central idea of justice, seen in both texts. Justice is associated closely with the genre I’ve investigated as it fits into the ‘crime’ element further associated with actions, the law and even duty. Duty in which a daughter feels she should uphold in avenging her father in giving him peace and letting her move on and the duty of a LAPD police force helping innocent victims cope with the suffering they been a subject to through or even been a witness to. Therefore from this it’s clear to conclude that these types of programme revolve around the idea of reaching an ‘end goal’, that end goal resolving in some type of justice for both parties, more in favour of the protagonist/the victims.

 

Analysing TV Show Trailer (‘The Following: The final chapter’) *extended version

Link: https://www.youtube.com/watch?v=EaPG34ACbq4

At the start of the clip a loud noise is heard by the audience, this represents diegetic sound as the actors can hear it also but are not reacting. Emphasising an intense moment to grab the audience so that their eyes are alerted to watch the scene. Throughout the trailer there is instrumental sound playing, getting faster as soon as the action progresses. This shows non-diegetic sound as the characters are speaking over it, hence only the audience can hear the background music. The clip is in 1^st person apart from the text which is in 3^rd. As each of the characters are speaking as themselves, hence it’s from their point of view and no one else. Furthermore indicating that it’s in the present tense not past tense.

There is also text used in the clip. This alerts the audience on what is happening. So that they stay hooked and watch the trailer to the end. The text also emphasises on the situation as it questions what is going to happen. For example ‘you’ve witnessed his reign of terror’, shown at the start makes the audience realise that they’ve been here before as it’s in 3^rd person and not 1^st.  This shows that it’s written in past tense as the text is indicating a sense of déjà vu from the audience’s point of view. As they’ve seen the rest of series one, so now they want to watch the conclusion for it.

In the clip there is one main camera angle used, this is of a close up shot. It is seen at the start where the camera points at the victim then at the investigator. Highlighting the conversation between them, so that the audience pay attention to what is being said by them. It is then shown as an extreme close up near to the end of the clip. Where a person has been buried underground, hence highlighting her struggle and shock. This makes the audience feel what she is feeling as the camera is zoomed completely on her face showing her crying, indicating to her that she’ll be stuck their forever, hence panicking. This immediately leaves the audience with a question whether she’ll get out alive or not or if she’ll ever be found. Furthermore giving them more reason to tune in to the finale of the programme as the trailer is very grabbing, due to it being the end episode of series 1.

Finally at the end the sound changes to a stop clock noise. Making the audience feel a sense of pressure and tension as it indicates that time is running out. Showing in the scene, different snippets of each character. Furthermore demonstrating close-ups. The last few seconds of the clip, we hear a gun noise, this leaves the audience with excitement and intriguement as they want to find out what happens. Leaving them off the edge of their seats. Overall most of the camera angles are focused either on a character or a certain scene/object/place. This makes the audience feel more drawn in as no attention is lost on the characters, due to them being involved in the main plot. The clip is finished with a bang. This highlights all the emotion and suspense, as it leaves the audience with an appetite to watch the episode. Due to it being riveting and explosive.

The trailer invites the audience in even if they have not watched season 1 from the start, it tells them to know. This is because of how the trailer is put together. As the action is put right at the start with the end being a snippet of the villain thinking deviously. This highlights to the audience the fast paced sincerity of the show as its dull macabre theme, doesn’t shy away from letting them in. It does this through small flashbacks,

Making sure to quench the audiences thirst whilst offering bait to the newcomers, showing them what they are missing out on. Hence speaking out to them, so that they can watch the series from the start to catch up to the epic finale that is season one of the hit us crime psychotic thriller that is ‘The Following’.

Below (insert: 0.16s) is an example of text used to capture the audience’s attention. This shows the audience, the trailer for the end of season one of ‘The Following’. As ‘you’ve followed his every move’ is implying that they have watched the season so far, hence should watch the end episode of season one as its going to end with a bang. The use of black in the background makes it quite bold, hence makes the font stand out as ‘you’ve followed his every move’ is in capitals. This stands out to the audience straight away, due to it being in a big stand out font. With its use of the one colour symbolising a sense of simplicity as it’s what the audience can remember through the one colour of dull yellow being shown in this part of the clip.

The 2nd insert (below: 0.46s) is of a close up shot, as the camera is only capturing the persons face and nothing else. This is to create effect, as the audience get to feel the emotion of what the character is feeling. This shows how the character, who has been buried alive, is worried and scared, hence not sure if she’s even going to survive. Putting doubt in the audience’s mind, whether this  character will be cut off or not in the finale of series 1. Leaving them with suspense, making them want to watch the finale or even the season to see if this character lives or not. Leaving the audience with something to think about as they wait in anticipation to find out what happens.