NEA RESEARCH PART 5: MEDIA THEORY RESEARCH

After completing this task, i hope to have a better understanding of a range of media theories and be able to easily identify the use of them in Pop music videos. This means that i will have the opportunity to then consider which ones i would like to include in my own music videos. 

1. Blurred Lines - Robin Thicke


- Feminist Theory: Van Zoonen - A patriarchal atmosphere is created through this music video in the way that women's bodies are presented as objects of men. This idea is illustrated firstly through the minimal clothing the women have on, which contrasts with the shirts, trousers and jackets which the men are covered with. This is effective in making the men seem authoritative due to the girls lack of concealment, portraying a vulnerable state. In addition, there is a specific shot which presents women as working in the place of men, which can be seen when one of the mens cigarettes is lit by the woman. This music video is therefore likely to appeal to men, over women, as they may start to believe that they can replicate this authority the men have here on themselves in real life. 
- This music video can also link to/challenge Gauntletts theory of identity. It seems that women here lack entitlement to self-expression and are limited to the actions and orders of men. In the modern world, it is now an expectation that individuals make choices about their own identity and lifestyle, and these progressive ideas have been practised much more since the production of this video in 2013 due to the influence of the media. 

2. Ariana Grande - 7 Rings
 
- Theory of Gender Performativity: Butler - The female gender is clearly sexualised here through the performance and visual presentation of Ariana herself. Firstly, the use of provocative clothing, artificial hair, glowing skin and glossy lipstick makes it seem as if the producers have constructed her in a way which fits the medias established perceptions of beauty, drawing the attraction of men. In addition, this idea is further emphasised through the sexual gestures created in her natural, free movements which give off a sense of openness and invitation to the watchers. 
- Hyper-reality: This video appears to distort reality through the use of artificial settings, lighting and props, as well as the dramatic appearance of the Ariana herself. For example, the scenes are set in and outside of an enormous house, with lots of cars surrounding, and Ariana is dressed with an excessive amount of diamond jewellery and clothing. This presents a false perception of reality and may encourage young girls to live in simulacra as their lives do not live up to this constructed fantasy environment. 

Conclusion: 
1. Genre Theory - i will incorporate this theory into my own music video by including the generic codes and conventions of pop music videos, which i identified in my previous research tasks. 
2. Theories of Identity - i want to show in my video that everyone has the opportunity to create their own identity through the use of a range of different girls, with different appearances, fashion-senses, etc. 
3. Theory of Representation - I want to reflect several representations in my music video which can be interpreted in different ways, as watchers develop their own meanings from them.