Throughout the large majority of the music video, there are many literal translations. For example, when the line discussing the riptide is sung,a visual representation of a riptide is presented on screen. This causes the video to appear with a more simplistic view; essentially helping the audience to further engage. With this image being repeated every time the chorus is played, the audience see this image a lot which can comfortably fit in with Steve Neale's Genre Theory- when he discusses the repetition within a genre.
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Moreover, the video later on contains visual jokes when the women is evidently singing the words wrong. This links in perfectly with the line that is sang over the top of the image- as it discusses singing the words wrong. The humour that is added to the music video can engage the audience more and essentially give them that 'feel good feeling' that many audiences crave for. This part of the music video coincides with Jean Baudrillard's theory of Postmodernism.
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During the opening for every chorus teh colour palette is very bright and colourful which further helps the audience to achieve that 'feel good feeling' that is ever desirable. The bright colours help the audience to feel more up-beat.
The background being a beach can also cause nostalga and the audience can relate to their happier memories of themselves at the beach. |
However this video can be seen as challenging gender representation. The video begins with the women conforming to social norms of beauty and glamour- that is associated with women in the mainstream media. However as the video progresses and you return to the character, her appearance alters as her make-up has smudged and her expressions become more and more vacant.
bell hooks would argue that this video is sending contradictory messages about gender. She would question whether the video is objectifying women or is it rejecting the social norms that women face. |
http://resource.download.wjec.co.uk.s3.amazonaws.com/vtc/2016-17/16-17_1-28/riptide.pdf